Project Overview
In this project, we were hired by Great Grounds, a small regional chain of coffee shops, to conduct a social listening campaign on Twitter. The goal was to learn more about Great Grounds’ audience, understand their sentiment around the brand and its main competitor (Java House), and spot any emerging industry trends. We collected data in a spreadsheet, and then filtered and analyzed it to gain insights.
Project Execution and Results
The spreadsheet contains the comments and mentions of Great Grounds, its products, competitors and related keywords that were collected from Twitter. It was used in this activity contains data collected from mentions of Great Grounds, its products, its competitors, and related keywords on Twitter. The spreadsheet includes five main columns: Mention, Sentiment, Gender, Interest, and Region.
The first step was to filter the mentions by positive sentiment. We used the filter function in the spreadsheet to filter the Mention column by positive sentiment, and then reviewed the positive mentions to see what people were talking about, identify trends and what people liked about Great Grounds. We recorded our findings in the Insights column of the social listening insights template.
Next, we repeated the process but filtered the mentions by negative sentiment. We reviewed the negative mentions to see what people were talking about, identify trends, and what people did not like about Great Grounds. We recorded our findings in the Insights column of the social listening insights template.
We also filtered the data by additional criteria such as mentions of Great Grounds or its competitor, Java House, specific flavors, gender, interest, or region. We reviewed the filtered data and recorded our findings in the Insights column of the social listening insights template.
Finally, we planned actions based on the insights we gathered. We reviewed the notes we recorded in the Insights column, and determined actions to take to improve our marketing strategy based on these findings.
Overall, this project helped us to gain a deeper understanding of Great Grounds’ audience, their sentiment towards the brand, and any emerging industry trends. We used the insights we gathered to plan actions to improve our marketing strategy and drive better results for Great Grounds.