Fostering relationship will require businesses to understand the needs and preferences of their customers. This is crucial for brand marketing as it helps an online business to have a specific target market that it knows better in terms of their customer purchasing preferences and related shopping activities.
For many years, companies have already collected linear data for digital marketing. However, as digital technology evolves and grow, big data analytics came and it innovates how the brand marketing approach is done by most prominent brands in the industry today.
With social media, people are free to talk about your brand just about anywhere they want, and if you are not listening, then you have no idea what people are saying, how they perceive your brand, or what they think of it. Monitoring your Share of Voice (SOV) is critical.
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 May 2016.
Metric details
Your company’s SoV is its presence in the social conversation as compared to the competition. Measuring it is an effective way to gauge the relative success of your brand.
Knowing the share of your brand mentions in your industry gives you a strategic advantage, and it allows you identify opportunities and implement strategies to increase your brand’s influence online.
Your SoV is important because of its sentiment value.It is more important to understand what others are saying about your brand as it creates a mental feeling or emotion toward your brand. SoV aims to determine the attitude of a customer toward your company, brand, product or service.
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 May 1st to May 31st 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, Ocean Basket, Mc Donald’s, 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.
Industry Analysis
Share of voice
The doughnut shows that KFC led the race on the online platform, followed by Ocean Basket and Mc Donald’s with 1,544 mentions, 872 mentions and 148 mentions respectively. Their average number of mentions picked up per day was 50, 28 and 5 respectively.
Daily Activity
The highest activity for the monitored brands of the Fast Food sector was recorded from 12PM to 6PM on Tuesdays (533 mentions) and Thursdays (307 mentions) and from 6PM to 12AM on Mondays (875 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.
Brand Analysis
KFC Brand
The line chart depicts that the highest volume of daily mentions picked up for KFC was 658 followed by 219 and 90 on 23rd, 3rd and 4th of May respectively. It is to be noted that KFC has done promotional activities for “Double Down” on 3rd, 4th, 6th and 12th of May, quizzes on 5th and 23rd of May and other promotional activities during the month.
In the column chart, we can see the highest daily activity for KFC was from 6AM to 12PM on Mondays (712 mentions) and from 12PM to 6PM on Tuesdays (332 mentions) and Thursdays (160 mentions).
As shown by the diagram below, KFC brand was mostly popular on Facebook.
Ocean Basket
The line chart indicates that the highest volume of daily mentions picked up for Ocean Basket was 131 followed by 105 and 84 on 4th, 23rd and 10th of May. It is to be noted that Ocean Basket has advertised for “Job Vacancy” on 4th of May and weekend specials for “Voilà Hotel” on 31st of May. A quiz was held on 23rd of May for “Mother’s Day” and “Kisanla Mwa” quizzes on 4th, 6th, 9th and 11th of May respectively.
In the below column chart, the highest daily activity for Ocean Basket was from 6PM to 12AM on Wednesdays (242 mentions) and Tuesdays (180 mentions) and from 12PM to 6PM on Mondays (132 mentions).
Ocean Basket was only present on Facebook as per below diagram.
Mc Donald’s
As depicted by the line chart, the highest volume of daily mentions picked up for Mc Donald’s was 26 followed by 21 and 18 on 21st, 23rd and 22nd of May respectively. It is to be noted that during the period under review, Mc Donald’s has advertised for “Job Vacancy” on 7th of May and it has organised “Angry Bird Contest” on 21stand 25th of May respectively.
The column chart reveals that the highest daily activity for Mc Donald’s was on Saturdays (37 mentions) followed by Sundays (28 mentions) and Mondays (27 mentions) from 6PM to 12AM.
Mc Donald’s 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.
