The power of social media channels has created a new world of venting and consumer voice. Therefore, the ability to quickly understand consumer attitudes and react accordingly is something that every organisation needs to consider to maintain your brand reputation. Tracking what people say about you or your business online allow for instant or well-timed responses, to avoid escalation procedures. This week,in our brand analytics on the Fast Food of Mauritius, KFC leads the online presence by capturing the highest share of voice (SoV) for the month of January 2017.
Metric details
Brand Analytics tracks the performance of your brand, measures its competitiveness and specific KPIs on the online platform.
Share of voice (SoV) is essentially your crucial performance metrics against those of your competitors or Key Performance Indicators. It details the percentage of mentions picked up from monitored brands of the Fast Food industry.“Share” is self-explanatory, “Voice” is a little trickier because it implies that people are saying things. In its simplest form, SoV helps you understand how your brand or company is performing in comparison to your competitors.
Daily Activity represents the volume of mentions picked up by days of the week across four time intervals (12AM – 6AM, 6AM – 12PM, 12PM – 6PM and 6PM – 12AM) for monitored brands.
Popular Sources outline the share of mentions picked up for each monitored brand of the Fast Food industry by sources.
Methodology
This report was conducted for the period January 1stto January 31st 2017, where our tool scanned the internet from news websites to social networks in Mauritius. Real time information for instance brand mentions, complaints and concerns were picked up to derive business value in complex, expressive, and sometimes-confusing human language. The report was done for the Fast Food industry whereby we have monitored five brands namely: KFC,McDonald’s, Ocean Basket, Steers and Nandos on a real time basis. The analysis is broken into Part A which details SoV, Daily Activity and Popular Sources for the five monitored brands and Part B which focus on the three most popular brands of the Fast Food industry.
Part A – Industry Analysis
Share of voice
As depicted by the doughnut, KFChas led the race on the online platform followed by McDonald’s and Ocean Basketwith 3,934 mentions, 1,684 mentions and 152 mentions with average daily mentions of 127, 54 and 5 respectively.
Daily Activity
The highest activity for the monitored brands of the Fast Food sector was recorded mostly from 12PM to 6PM on Thursdays (2,198 mentions) followed by 6AM to 12PM on Wednesdays (1,508 mentions) and 6PM to 12AM on Fridays (867 mentions) respectively.
Popular Sources
During the period under review, the highest number of mentions picked up for the monitored brands were from Facebook (5,862 mentions) followed by Twitter (2 mentions) and Images (2 mention).
Part B – Brand Analysis
KFC
As depicted by the line chart, the highest volume of daily mentions picked up for KFC was 1,989 followed by 780 and 700 on 12th, 13th and 14thof January respectively.
As illustrated by the column chart, the highest daily activity for KFC was mostly from 12PM to 6PM on Thursdays (2,006 mentions) followed by 6PM to 12AM on both Fridays (798 mentions) and Saturdays (710 mentions) respectively.
As shown below, KFC was mostly present on Facebook(3,932 mentions) where it has done a puzzle contest with vouchers as prize, posted ‘Just a step closer to your dream…’ and also announced the winners for the different competitions they made during the month.
McDonald’s Brand
As depicted by the line chart, the highest volume of daily mentions picked up for McDonald’s was 1,309,138 and 68 on 18th, 19th and 22nd of January respectively.
As illustrated by the column chart, the highest daily activity for McDonald’s was mostly from 6AM to 12PM on Wednesdays (1,321 mentions) followed by 6PM to 12AM on Thursdays (176 mentions) and 12PM to 6PM on Sundays (71 mentions).
As shown below, McDonald’s brand was mostly popular on Facebook (1,684 mentions) where it has done promotional activities such as the Puzzle Game and ‘We all have a friend who does this’.
Ocean Basket Brand
As depicted by the line chart, the highest volume of daily mentions picked up for Ocean Basket was 106 on the 15th followed by 6 on the 1st and 7th of January respectively.
As illustrated by the column chart, the highest daily activity for Ocean Basket was from 12PM to 6PM on Sundays (112 mentions) and Fridays (8 mentions) followed by 6PM to 12AM on Saturdays (11 mentions) respectively.
As shown below, Ocean Basket was geared towards Facebook (150 mentions) where it has promoted its products such as ‘Tandoori Platter for 2’ and posted about ‘Beeg night this Sunday’
We thank you for your interest in our Blog Post. Our Analytics Team will be pleased to review how Sentiment Analysis can help you reach the next level of performance in your online brand management. For further inquiries or requests, please contact Shamin on: 2331636 , via e-mail: shamin.bodhy@angloenterprises.com, or via LinkedIn:
