To see the real value of your marketing initiatives and how they stack up against your competition, your campaigns need a good way of measuring results. One metric we work to increase and improve every day is something called the ‘share of voice.’
Share of Voice is the total percentage that you possess of the particular niche, market, or audience you are targeting.
Keep track of your share of voice and sentiment over time so you can see how your social engagement and promotions are affecting your overall trends. Also, if your sentiment and share of voice jumps or drops suddenly, then you will want to investigate why and act accordingly.
In our brand analytics for the Fast Food industry of Mauritius, KFC leads the online presence by capturing the highest share of voice (SoV) for the month of June 2016.
Metric details
Brand Analytics tracks the performance of your brand, measures its competitiveness and specific KPIs on the online platform.
Once you start monitoring share of voice, you will start to understand what stories your competitors are putting out and what gets them the valuable space. You can then develop your own strategies to grab more space.
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 June 1st to June 30st 2016, 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, Mc Donald’s, Ocean Basket, Nandos and Steers 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, KFC has led the race on the online platform, followed by Mc Donald’s and Ocean Basket with 429 mentions, 246 mentions and 235 mentions respectively. On average, KFC picked up 14 mentions while Mc Donald’s and Ocean Basket picked up 8 mentions respectively.
Daily Activity
The highest activity for the monitored brands of the Fast Food sector was recorded from 6PM to 12AM on Fridays (217 mentions) followed by Thursdays (181 mentions) and Wednesdays (162 mentions).
Popular Sources
During the period under review, the highest number of mentions picked up for the monitored brands were from Facebook followed by Instagram and Twitter.
Part B – Brand Analysis
KFC Brand
As depicted by the line chart, the highest volume of daily mentions picked up for KFC was 41 followed by 40 and 38 on 8th, 9th and 10th of June respectively. It is to be noted that KFC has done “Promotional Activities for its Products”, announced its “Fan of the Month”, organised an “Instagram Contest” and a competition in the context of “Kamel the Magician Show” during the month under review.
As illustrated by the column chart, the highest daily activity for KFC was from 6PM to 12AM on Thursdays (105 mentions) followed by Wednesdays (98 mentions) and Fridays (71 mentions).
As shown by the diagram below, KFC brand was mostly popular on Facebook.
Mc Donald’s
As depicted by the line chart, the highest volume of daily mentions picked up for Mc Donald’s was 90 followed by 34 and 19 on 10th, 27th and 11th of June respectively. It is to be noted that Mc Donald’s has announced its “Selfie Contest Winner” and organised quizzes for “Euro 2016” during the month of June.
As illustrated by the column chart, the highest daily activity for Mc Donald’s was on Fridays (99 mentions) followed by Mondays (45 mentions) and Saturdays (31 mentions) from 6PM to 12AM respectively.
As shown by the diagram below, Mc Donald’s was present only on Facebook.
Ocean Basket
As depicted by the line chart, the highest volume of daily mentions picked up for Ocean Basket was 24 followed by 18 and 17 on 16th, 14th and 15th of June respectively. It is to be noted that Ocean Basket has done several “Promotional Activities and Competitions for Sushi” during the month under review.
As illustrated by the column chart, the highest daily activity for Ocean Basket was from 6PM to 12AM on Wednesdays (45 mentions) and Tuesdays (42 mentions) and from 6AM to 12PM on Thursdays (41 mentions).
As shown by the diagram below, Ocean Basket was present only on Facebook.
Our Analytics team will be pleased to discuss how Sentiments Analysis can add value to your online brand management. Contact us on 2331636 or via email: contact@infosystems.mu for further information.
