How Petstock Leverages Brandwatch Across 90+ Social Channels
Petstock has a huge audience and needs to deliver high-quality local content despite having a small central social team.
Brandwatch’s Social Media Management solution enabled the team to manage their massive community efficiently, as well as to maintain quality and security.
Petstock’s day-to-day content activity is streamlined and audiences benefit from highly relevant content.
Measure, Benchmark, Engage, Publish, Listen
Petstock, a leading Australian pet retailer, has revolutionized its social media management by leveraging Brandwatch across 90+ social channels. With a commitment to pets, people, and the planet, Petstock provides high-quality food, accessories, toys, and health products, and services for a diverse array of pets.
With a vast network of retail stores, veterinary services, grooming services, and doggy daycare services, the social media team at Petstock needed an effective way to manage participating stores and clinics for their organic marketing social strategies.
We spoke with Brodie Zealand, the Social Media Specialist at Petstock, to understand how Brandwatch has become integral to their social media strategy, allowing her team to cater to diverse audiences and achieve remarkable results.
While this task of delivering tailored content to different audiences seemed daunting initially, Petstock found a solution with Brandwatch which offers a comprehensive social media management (SMM) suite.
Managing multiple social channels
Brodie Zealand, the driving force behind Petstock's social media strategy, oversees the social media activities for Petstock Australia and assists with other brands under the Petstock Group. Brodie works alongside the social media assistant to manage the organic social side of the digital marketing team at the Petstock Group. One of the primary reasons Petstock turned to Brandwatch was the need to manage a diverse audience across various social media platforms.
"We have almost 250 sites across our retail stores, veterinary clinics and pet services," Brodie explained. "Having a central social media page isn't sufficient to cater to all our audience members or communities."
Petstock needed a solution that could allow them to manage multiple social channels effectively, and Brandwatch fit the bill perfectly.
Utilizing Brandwatch features
Brandwatch's robust social features have enabled Petstock to streamline their social media management. Brodie highlights the importance of the Publish and Engage tools, which are essential for daily operations.
"On a daily basis, I use the Publish and Engage tools. They are pivotal for our customer service team who handle most of the community management," Brodie shared.
The ability to schedule content in advance ensures consistency, a crucial aspect of maintaining an effective social media presence. Petstock aims to plan their social media content four to six weeks in advance. The scheduling tool in Brandwatch allows them to prepare and pivot quickly if needed.
"Having things scheduled means consistency in sharing, which is vital for social media. It also enables us to pivot and change quickly because we have everything ready to go," Brodie explained.
In addition to content scheduling, Brandwatch's Measure and Benchmarking tools have been invaluable for Petstock. These features provide detailed insights into content performance and allow for comprehensive post-campaign analysis.
"We use Brandwatch’s Measure and Benchmark tools extensively to quantify results. It gives us insights into content performance within a campaign and against competitors."
Localized content for diverse audiences
One of the unique challenges Petstock faces is catering to different audiences across urban and rural areas. Petstock's customer base includes not only typical city pets like cats and dogs but also livestock and aquatic animals. This diverse audience requires tailored content that speaks directly to their needs. Brandwatch has facilitated this by allowing Petstock to create localized content for specific regions.
"We created Facebook pages for country stores so they can post offers and information relevant to their local communities," Brodie explained.
This approach ensures that Petstock's social media content resonates with the specific needs and interests of their diverse audience across different locations. Brandwatch's centralized platform allows Petstock to monitor and manage these localized pages efficiently, ensuring that each community receives the relevant content they need.
Risk management and security
Managing multiple social channels comes with its own set of risks. Petstock needed a solution that could mitigate potential issues, such as departing employees with social media pages linked to personal accounts.
“Brandwatch gave us the opportunity to mitigate any risks of direct user errors to the pages but still allowed the opportunity to post and share content," Brodie said. Brandwatch's robust monitoring capabilities also enable Petstock to track sentiment and take action when needed.
"We use sentiment analysis to see what's going on online and take action if required," Brodie mentioned. This proactive approach helps Petstock maintain a positive brand image and address any issues before they escalate.
A smooth user experience
The implementation of Brandwatch at Petstock is seamless, even for new team members. Brodie, who joined Petstock after Brandwatch was already in use, found the platform easy to learn.
"There is so much you can learn from it, but it's very easy to get started. We constantly add new pages, and the process is simplified."
A user-friendly interface and comprehensive support resources made the transition smooth for the Petstock team.
Meanwhile, Brandwatch’s customer support has been a significant asset for Petstock. Brodie praised the support provided by their account manager in answering questions and helping to level up Petstock’s use of the platform.
Simplify social media management with Brandwatch
In the competitive world of pet retail, Petstock has successfully leveraged Brandwatch to manage an extensive network of social media channels, cater to diverse audiences, and maintain a consistent and engaging social media presence.
The comprehensive features of Brandwatch, combined with robust customer support and training, have enabled Petstock to streamline their social media strategy and enhance brand awareness.
For any organization looking to manage multiple brands and social channels effectively, Brandwatch offers a powerful and user-friendly solution.
"Brandwatch provides such an easy platform to use. It enables you to manage multiple brands in one location, making social media management much more efficient."
Petstock's journey with Brandwatch demonstrates how the right tools can transform your social media management, even for a small team managing a vast and diverse community.
Published on July 30th, 2024
We use cookies to improve your experience and give you personalized content. Do you agree to our cookie policy?
More info.By using our site you agree to our use of cookies —
You're in the right place!
Existing customer?Log in to access your existing Falcon products and data via the login menu on the top right of the page.New customer?You'll find the former Falcon products under 'Social Media Management' if you go to 'Our Suite' in the navigation.
You're in the right place!
Brandwatch acquired Paladin in March 2022. It's now called Influence, which is part of Brandwatch's Social Media Management solution.Want to access your Paladin account?Use the login menu at the top right corner.