Initial results of social listening pilot: what consumers think of sustainability in the horticultural sector
In January, we began monitoring coverage of our sector on social media. After the pilot, we analysed the data, developed an overview of the results and prepared a media monitoring plan for the future.
The approach: test in different countries
The test was launched in January in four countries: Netherlands, Germany, France and the United Kingdom. After the pilot ended, we analysed the data and developed an overview of results for each country:
- which topics in the horticultural sector people are writing about
- what the sentiment is in these posts (positive, neutral or negative)
- on which channels are messages being posted
- and what the main opinion makers are
Initial results: different needs and themes in each country
In all four countries, most of the content concerning the horticultural sector was spread through news media. Blogs and social media channels are primarily sources of inspiration and information for consumers. We also discovered the following:
Netherlands
In the Netherlands, online posts about the horticultural sector often have a political angle. For example, much was written about flower and plant exports, green innovations, geothermal energy and positive effects on the environment. The topic of sustainability was also encountered relatively often. The topics of innovation and digitisation in the sector were also written about positively.
Germany
In Germany, online posts about the horticultural sector are primarily informative in nature and aimed at consumers. These include characteristics of the seasons, gardening tips, how to improve the soil quality of your garden and the use of compost. Content about indoor plants for smaller homes is also popular. Interestingly, the amount of content about flowers and plants on social media in Germany depends strongly on the season. In spring, for example, there is a peak in both the quantity and positivity of posts.
France
On social media in France, we identified a considerable amount of content about gardening and regulations concerning the use of pesticides. The posts are primarily positive in nature and contain, for example, tips on how to care for your flowers and plants using natural products. Around Valentine’s Day, we also saw a peak in positive posts about (local) flowers.
United Kingdom
Nearly all social media posts about the horticultural sector in the United Kingdom are positive or neutral. Any negative comments about the sector are almost always related to pesticides. Popular topics are ecology, botanical gardens and insects in the garden (especially on Pinterest). Interestingly, British consumers are more active on social media during the week than on weekends.
Conclusion and future plans
In summary, we see added value in social listening and will continue with this in the months ahead. It tells us which topics consumers talk about on social media, through which channels they do this and how they think about our sector. These insights let us improve our sector communication strategy and generate an even greater impact with our campaigns.
Want to find out more?
Feel free to contact Anne van der Wal, Sustainability Manager at the Flower Council of Holland, at avanderwal@bloemenbureauholland.nl.
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