measuring social engagement in the retail beverage business
TRANSCRIPT
Measuring social “engagement”
within the beverage business?
Our unique approach to measuring social engagement
Note: Off the shelf ‘sentiment’ metrics are based on automated word counting and volume of conversation.
Our Approach: • Is built upon a validated Linguistics based approach known as ‘Stance Shift
Analysis’
• Uncovers the meaning of conversations.
• Generates a metric called the Semantic Engagement Index (SEITM)
• Closely maps hard sales data – this helps to provide actionable insights and ROI using media mix modeling.
The SEITM measures the degree to which customers are “engaged” with the brand, as it transpires through the language used
on social media platforms.
Our Semantic Engagement Index (SEITM) correlates with brand sales.
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2009 2010 2011 2012
Enga
gem
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t In
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Sal
es
Ind
ex
Sales & Engagement Score
Sales Index Semantic Engagement Index
Summer Promo Winter Promo Summer Promo
Source: internal Sales data; Nielsen BuzzMetrics data as of January 29, 2012
…no other social media metric has this sort of predictive power against hard sales.
We can determine which social channels are the most important sales drivers.
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2009 2010 2011 2012
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Sale
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Sales & Engagement Score – by Channel
Facebook Twitter Boards Blogs &Groups Sales Index
Source: internal Sales data; Nielsen BuzzMetrics data as of January 29, 2012
Value and Price
Coolness, funky, style, Décor
Taste and product quality
In-store customer experience
Good value
Price
Food prices
Staying in
Seating/chairs
Toilets
Richness
Latte
Amazing taste Like no other
Cool brand
Funky Stylish Artwork/Decor
Social Engagement and competitive brand position
Bubbles represent conversational clusters, whilst size indicates level of buzz.
Brand V
Brand X
Brand Y
Brand W
Brand Z
Brand Y is least differentiated by social conversations.
Note: Separate analysis – Adapted Statistical Correspondence Analysis
Brand Z is associated with conversations around taste and quality.
Customer experience and atmosphere drive
engagement and footfall
Business Questions
1) How can we drive positive social engagement and more customers into stores?
2) What are the key image, experiential and promotional strategies we need to put in place in order to drive sales?
Insight & Outcomes We found the key drivers to Positive SEI were:
1. A place to hang out
2. To meet people
3. Atmosphere
The client developed a ‘2 for 1’ promotion to drive store level sales. Sales increased by 23% on year on year basis.
Positive Social
Engagement
100
Place to Hang
Out
211
Place to Hang
Out
83
To Meet People
325
To Meet People
188
Atmosphere
466
Atmosphere
288
To Meet People
229
To Meet People
85
Food A
271
Food A
74
Note: Separate analysis - Classification & Regression Trees (CART)
• Capability to measure and monetise the impact of social brand conversations on
sales performance.
• Provide insight into what the brand’s advantages are relative to competitors.
• Understand and quantify how and why consumers engage with the your brand
and its stores.
• Quantify the degree of passion and engagement towards a brand’s beverages
and food products.
• Provide insights into promotions/events and causes for success and shortfall.
What can we do for beverage businesses?
Michael Wolfe CEO Bottom Line Analytics Global E: [email protected] M: 770.485.0270 www.bottomlineanalytics.com
Masood Akhtar Partner, Analytics (EMEA) Bottom Line Analytics Global E: [email protected] M: +44 7970 789 663 www.bottomlineanalytics.com