fsmu presentation - what people are saying about restaurants
DESCRIPTION
Jason Falls's presentation from FTRANSCRIPT
✦What Can It Tell Us?
✦How Do You Do It?
✦How Is It Different?
WHY CONVERSATIONAL RESEARCH
HOW IS IT DIFFERENT
Conversation Report The Social Habit
Anyone posting to a public conversation point
3,000 Americans 12-and-over
Inclusive of anyone; filtered to U.S.-based users and conversations
Representative Sample of U.S. population
Conversations analyzed independent of audience knowledge
Audience surveyed by a marketing professional
Open input from audience; No questions asked
Answers to pre-determined questions
All conversations publicly indexed for a 365-day period
Opinions and answers taken as a snapshot in time
WHY?
The more people see two-way engagement and being able to interact with people all over the world, I think the less they want to be involved in structured research.
- Joan Lewis, Global Consumer & Market Knowledge Of!cer
Proctor & Gamble
✦Find Restaurant Conversations
✦Discover Common Topics
✦Reanalyze The Topics Without Brand Delineation
✦Ask “What do people say when ...”
METHODOLOGY
WHAT WE INVESTIGATE
Brands
Topics
Behavioral Triggers
BEHAVIORAL TRIGGERS
BEHAVIORAL TRIGGERS
BEHAVIORAL TRIGGERS
BRANDS
BRAND PASSION INDEX
McDonald's
Burger King
Subway
Starbucks
KFC
Chipotle
Dunkin Donuts Taco Bell
Olive Garden
Domino's Pizza
Chick-Fil-A
Fazoli's
Macaroni Grill
Baja Fresh
Buca Di Beppo
Caribou Coffee Firehouse Subs Five Guys
Jason's Deli
Panera Bread
Papa John's
Wendy's
Pizza Hut
Qdoba
Sea$le's(Best(
Zaxby's
Restaurant Passion Index - When They Want The Brand
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Passion!Intensity!
Like
Hate
((((((((((((((((((((((((!!!!!!!!!!!Sen
-men
t!Ran
ge!
Passion Intensity
Dislike
Love
S
entim
ent R
ange
BRAND PASSION INDEX
Starbucks
McDonald's
Burger King
Subway Dunkin Donuts
KFC
Chipotle
Taco Bell
Olive Garden
Domino's Pizza
Chick-Fil-A
Fazoli's
Macaroni Grill
Naked Pizza Baja Fresh
Buca Di Beppo
Caribou Coffee
Firehouse Subs
Five Guys
Jason's Deli
Panera Bread
Papa John's
Wendy's
Pizza Hut
Popeye's(
Sea+le's(Best(
Zaxby's
Restaurant Passion Index - Overall Conversations
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Passion!Intensity!
Like
Hate
((((((((((((((((((((((((!!!!!!!!!!!Sen
-men
t!Ran
ge!
Passion Intensity
Dislike
Love
S
entim
ent R
ange
BURGER BPI
McDonald's+
Burger King
Wendy's
Five Guys
Restaurant Passion Index - Burger Category
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Passion!Intensity!
Like
Hate
++++++++++++++++++++++++!!!!!!!!!!!Sen
-men
t!Ran
ge!
Passion Intensity
Dislike
Love
S
entim
ent R
ange
CHICKEN BPI
KFC Chick-Fil-A
Popeye's(
Zaxby's
Restaurant Passion Index - Chicken Category
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Passion!Intensity!
Like
Hate
((((((((((((((((((((((((!!!!!!!!!!!Sen
-men
t!Ran
ge!
Passion Intensity
Dislike
Love
S
entim
ent R
ange
SUB/SANDWICH BPI
Panera Bread
Firehouse Subs
Subway
Jason's Deli
Restaurant Passion Index - Subs & Sandwich Category
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Passion!Intensity!
Like
Hate
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Sen
-men
t!Ran
ge!
Passion Intensity
Dislike
Love
S
entim
ent R
ange
PIZZA BPI
Domino's
Papa John's Pizza Hut
Naked Pizza
Restaurant Passion Index - Pizza Category
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Passion!Intensity!
Like
Hate
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Sen
-men
t!Ran
ge!
Passion Intensity
Dislike
Love
S
entim
ent R
ange
ITALIAN BPI
Olive Garden Fazoli's
Macaroni Grill
Buca Di Beppo
Restaurant Passion Index - Italian Category
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Passion!Intensity!
Like
Hate
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Sen
-men
t!Ran
ge!
Passion Intensity
Dislike
Love
S
entim
ent R
ange
MEXICAN/SOUTHWEST BPI
Baja Fresh
Qdoba
Taco Bell
Chipotle
Restaurant Passion Index - Mexican/Southwest Category
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Passion!Intensity!
Like
Hate
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Sen
-men
t!Ran
ge!
Passion Intensity
Dislike
Love
S
entim
ent R
ange
COFFEE SHOP BPI
Starbucks
Dunkin' Donuts
Seattle's Best
Caribou Coffee
Restaurant Passion Index - Co!ee Shop Category
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Passion!Intensity!
Like
Hate
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Sen
-men
t!Ran
ge!
Passion Intensity
Dislike
Love
S
entim
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ange
BRANDS
BRANDS
BRANDS
BRANDS
OFFLINE VS. ONLINEOnline
Conversations
Storefront Conversations
STOREFRONT
VENUERANK
Rank Loca(on Restaurant Type
Brand
#1 Omaha NE Mexican Qdoba
#2 Fort Worth TX Coffee Starbucks
#3 Miami Beach FL Pizza Naked Pizza
#4 Las Vegas NV Italian Macaroni Grill
#5 New York NY Burger 5 Guys Burger and Fries
AVERAGE VENUERANK
COMMUNITY SIZE
LOCAL ACTIVITY RATING
✦ The more local the strategy, the better the scores
✦Women comment more than men, but in these brands, not overall
✦ Themes (food quality, service, health) matched
✦ Taxonomy in-store is different
✦ Social Network conversations or comments are very different than review sites
✦Niche verticals (Italian, etc.) produce a higher degree of older participants
VENUE-BASED INSIGHTS
TOPICS
TOPICS
HEALTH
SERVICE
ADVERTISEMENTS
PRICE
FOOD
Restaurant Topic Comparison
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Passion!Intensity!
Like
Hate
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Sen
-men
t!Ran
ge!
Passion Intensity
Dislike
Love
S
entim
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✦ People pay lip-service to health, but want good food, fast
INSIGHTS
✦ People pay lip-service to health, but want good food, fast
INSIGHTS
✦ People pay lip-service to health, but want good food, fast
✦ Don’t be afraid ... most online conversations are positive
✦ Customer service is an easy point of contention ... deal with it
✦ PR “nightmares” are passing moments
✦ Twitter is a major source of conversation ... but the fleeting kind
✦ There’s no such thing as “casual” “fast casual” “quick-service” in consumer mindset
INSIGHTS
CONVERSATIONREPORT.COM
socialmediaexplorer.com
@JasonFallsDamn Handsome
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