The brief

A major grocery retailer wanted to understand the size and nature of their social media footprint on the web, believing that people didn’t really talk about groceries online. Reluctant to establish a social presence, they needed to get a handle on the volume of discussion going on, and a sense for the topics that people were engaging around.

We scoured the web for mentions of their brand and of their two closest competitors, categorizing the topics of discussion into some 150+ categories, appending sentiment against these along with other key dimensions of interest.

The result

Not only were people engaging around groceries, with thousands of mentions found, but were actively discussing such topics like product range, quality, service levels, prices, and promotional activity. The client got a clear understanding of how they compared against their competitors when it came to these topics, and identified quick-win opportunities to softly engage in discussions to overcome purchase barriers within key high value product lines.

Social Media, Analytical reporting