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Top 250 Restaurant Brands on Social Media via the RSMI
 

Top 250 Restaurant Brands on Social Media via the RSMI

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This quarter is all about new metrics and we are just beginning to rollout a slew of new metrics that are launching over 2013. Mobile and Location are the key elements that have the most impact on the ...

This quarter is all about new metrics and we are just beginning to rollout a slew of new metrics that are launching over 2013. Mobile and Location are the key elements that have the most impact on the restaurant business today. What is significant is the global growth of mobile use for the restaurant business which leads to some innovative strategies for location based interactions for restaurants.

Integrated Social at the Local level is what we like to call “the last mile of social” and like the fiber or high-speed brethren it’s just as important. We believe that this is the next major phase and shiL for brands as new local strategies are answering the big question of connecting consumers at the local level.

Be on the lookout for the our next metric improvements over the next several quarter releases that provide the industry with real actionable metrics that are designed to drive growth in the next era digital brand. Visit www.rsmindex.com for more.

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    Top 250 Restaurant Brands on Social Media via the RSMI Top 250 Restaurant Brands on Social Media via the RSMI Presentation Transcript

    • Knowing  your  audience  from  the  inside  out Powered  By Wednesday, June 12, 13
    • 06/28/12 digitalcoco.com  |  RSMIndex.com < Q1  Results  &  Findings This  quarter  is  all  about  new  metrics  and  we  are  just  beginning  to  rollout   a   slew  of  new  metrics  that  are  launching  over  2013.    Mobile  and  Loca?on  are   the  key  elements  that  have  the  most  impact  on  the  restaurant  business  today.     What   is   significant   is   the   global   growth   of   mobile   use   for   the   restaurant   business   which   leads   to   some   innova?ve   strategies   for   loca?on   based   interac?ons  for  restaurants. Integrated   Social   at   the   Local   level   is   what   we   like   to   call   “the   last   mile   of   social”  and  like  the   fiber  or  high-­‐speed  brethren  it’s   just  as  important.    We   believe   that   this   is   the   next   major   phase   and   shiL   for   brands   as   new   local   strategies  are  answering  the  big  ques?on  of  connec?ng  consumers  at  the  local   level.     Be  on  the  lookout  for  the  our  next  metric  improvements  over  the  next  several   quarter  releases  that  provide  the  industry  with  real  ac?onable  metrics  that  are   designed  to  drive  growth  in  the  next  era  digital  brand. «  NEW  METRICS  THAT  CONNECT  BUSINESS» 2 Overall  Social   Performance Mobile   Engagement LocaGon   Based  AcGons SenGment   Food,Service   and  Brand Engagement Three  Layered   &  Mul?   variant NEWNEW R Wednesday, June 12, 13
    • 5/1/2013 Sen?ment  scoring  with  the  RSMI  is  a  very  special   process.  Mul?-­‐variant  sen?ment  is  based  on  a   variety  of  terms  and  loca?ons  rela?ve  to  Food,   Service,  and  Overall  Brand  Experience,  providing  a   much  more  accurate  consumer  sen?ment  score   than  any  other  system  in  the  market. •Sen?ment  on  over  6,000  restaurant  brands •Sen?ment  on  Food,  Service  and  Overall  Brand   Experience •Tracked  against  more  than  80,000  industry  terms   and  phrases •Sen?ment  tracking  for  over  3  years >< Three  Core  Measurements INFLUENCE Influence  is  a  cross  measurement  tracking  system   that  combines  influence  scores  from  leading   sen?ment  tracking  companies  like  Klout  and  Peer   Index.  Our  own  Social  Insights  Restaurant  &   Hospitality  Sen?ment,  as  related  to  industry   context,  is  also  added  into  the  influence  equa?on. •  Over  120  points  of  measurement  on  brand   influence •  Combined  influence  from  various  trusted  partners •  Historical  Influence  to  track  performance SENTIMENT Engagement  scoring  looks  into  how  a  brand   engages  with  its  current  social  audience,  as  well  as   those  who  may  not  call  themselves  ‘fans’  or   ‘followers,’  but  s?ll  interact  with  the  brand.   Engagement  scoring  also  reveals  social  audience   growth  and  effec?veness  of  engagement  within  that   audience  and  extended  reach  audience. •  Tracking  16  plaorms •  Tracking  6,000  +  restaurant  &  hospitality  brands •  Historical  comparison   •  Approaching  50  Million  Restaurant  Consumers ENGAGEMENT >< 3For  the  Full  Report  Visit  www.rsmindex.com Wednesday, June 12, 13
    • PRIMARY  PATH  ENGAGEMENT 06/28/12 Engagement  Impact  =  PredicGve  Analysis AMBIENT  ENGAGEMENT Ambient   engagement   is   any   engagement   that  is  driven  by  the  target.    Though  it  can   be   influenced   by   the   brand   it   appears   unsolicited  to  others. Primary   path   is   set   in   mo?on   by   an   outbound   or   solicited   message   to   social   and  digital  plaorms.   IMPACT  ENGAGEMENT This  is  the  engagement  where  conversa?ons  spark   from  either  of  the  two  other  types  of  engagement.     When  achieved  impact   on  revenue  and  brand  top   of  mind  state  is  considered  to  be  at  its  highest. 4 PPE AE IE SMALLER  IMPACT   LESS  DIRECT  ACTION BETTER  IMPACT  AND   OVERALL  VIRAL   SPREAD HIGH  IMPACT  AND  DIRECT   RESPONSE  OF  THIS   CONVERSATION  LAYER For  the  Full  Report  Visit  www.rsmindex.com Wednesday, June 12, 13
    • 5/1/2013 >< Digital  Brand  Impact  From  Social MOBILE  ENGAGEMENT Loca?on   based   ac?ons   have   slowed   on   inten?onal  check-­‐ins  but  has  increased  over   210%  vs   this   ?me  last   year   in   the   Top  250   brands. LOCATION  BASED  ACTIONS SOCIAL  GROWTH  IN  2013 Growth   in   Social   has   increased   more   than   35%  over  this  same  period  last  year  in  social   restaurant  consumers. Mobile   engagement   across   the   top   6,000   restaurant   brand   has   increase   300+%   from   this  ?me  last  year. >< 5 35% 210% 300% For  the  Full  Report  Visit  www.rsmindex.com Wednesday, June 12, 13
    • 06/28/12 Q1  Top  10  Overall  Social  Brands Ranked   from   more   than   48   million   U.S.   Restaurant   consumers   and   over   6,000   brands   the   RSMI   is   the   leading   source   for   Social  Metrics  for  restaurant  &  Hospitality. 6 1 Taco Bell 245.36 2 McDonald's 244.72 3 Wendy’s 244.47 4 Starbucks 238.92 5 Buffalo Wild Wings 229.20 6 Jimmy John's 228.20 7 Red Mango 227.46 8 Pizza Hut 226.22 9 Subway 225.37 10 Hard Rock Cafe 223.43 For  the  Full  Report  Visit  www.rsmindex.com Wednesday, June 12, 13
    • 06/28/12 > Q1  Top  10  Most  Loved  Brands Ranked   from   more   than   48   million   U.S.   Restaurant   consumers   and   over   6,000   brands   the   RSMI   is   the   leading   source   for   Social  Metrics  for  restaurant  &  Hospitality. > 7 1 Chipotle 78.93 2 Noodles & Company 78.92 3 Shake Shack 76.99 4 Chick-fil- A 76.39 5 Starbucks 75.02 6 Taco Bell 75.02 7 Wendy’s 74.93 8 Panera Bread 74.92 9 Buffalo Wild Wings 73.99 10 Bonefish Grill 73.99 For  the  Full  Report  Visit  www.rsmindex.com Wednesday, June 12, 13
    • 06/28/12 > Q1  Top  10  Mobile  Engaged  Brands Sen?ment   scores   are   a   key   indicator   to   performance.     In   the   RSMI   we   track,   food,   service   and   brand   across   more   than   80,000   industry  terms. > 8 1 Red Mango 83.49 2 Einstein Bros Bagels 82.33 3 Panera Bread 82.04 4 Buffalo Wild Wings 81.34 5 Dunkin' Donuts 80.93 6 Sweet Green 80.47 7 Sonic Drive-in 79.84 8 Freshii 78.94 9 Tijuana Flats 78.92 10 Chipotle 78.88 For  the  Full  Report  Visit  www.rsmindex.com Wednesday, June 12, 13
    • 06/28/12 > Q1  Top  10  LocaGon  Based  Brands VenueTrak   is   the   compelling   part   of   the   RSMI   with   more   than   3.5   billion   Loca?on   Based   Ac?ons   across   50   million   U.S.   Consumers   we   track   density,   frequency,   return   and   cross   compe??ve  for  more  than  6000  brands. 9 1 Chipotle 82.91 2 Subway 80.99 3 Wendy’s 79.85 4 Starbucks 78.49 5 Tijuana Flats 77.91 6 Taco Bell 77.57 7 Buffalo Wild Wings 75.80 8 Panera Bread 75.33 9 Raising Cane's 75.03 10 Jimmy John's 75.03 For  the  Full  Report  Visit  www.rsmindex.com Wednesday, June 12, 13
    • 06/28/1206/28/1206/28/12 Sen?ment   slides   or   enhanced   engagement   have   proven   to   be   highly   accurate   in   the   impact   on   sales   and   compe??ve   pressures   from  the  marketplace. While   sen?ment   is   the   most   prominent,   engagement   can   have   a   similar   impact   providing   that   it   reaches   the   Impact   Engagement  phase  when  consumers  begin  the   conversa?on  on  their  own. < Engagement  and  SenGment    Q1  PredicGve -­‐4.5 -­‐2.3 0 2.3 4.5 6.8 9.0 -­‐2.10 1.40 -­‐2.50 4.30 6.70 8.40 Service Food Overall 2012 2013 < 10 INDICATORS  OF  SALES  OR  CROSS   COMPETITIVE 561  MM 498  MM 2012/2013  REVENUE   COMPARISON LOCATION  BASED   ACTION  COMPARISON UP  3.2%   YOY  2011 UP  38%   YOY  2012 LocaGon   Based  Social   AcGons  Driving   Revenue For  the  Full  Report  Visit  www.rsmindex.com Wednesday, June 12, 13
    • 06/28/12 RSMI  CapabiliGes SERIVCES Insights  and  understanding,  based  on  “big  data”,  are  the  real  measure  of  any  business  today.  If  you  can’t  track  it,  you  can’t  measure  it.  Social  Insights  works   on  what  we  call  “Creden_als”,  the  detailed  tracking  of  social  consumers  rela_ve  to  both  your  organiza_on  and  the  compe__ve  ecosystem. We  provide  Creden_als  that  illuminate  every  facet  of  your  business,  from  real-­‐_me  data  scraped  across  millions  of  social  consumers,  oben  seeing  business   intelligence  measures  before  you  or  your  compe_tors  do.  Harness  the  power  of  Social  Insights  for  immediate  ac_onable  data. 11For  the  Full  Report  Visit  www.rsmindex.com Wednesday, June 12, 13
    • 06/28/12 Contacts ABOUT DigitalCoCo,  is  the  designer  and  creator  of  the  Restaurant  Social  Media  Index  and  has   spent  more  than  20  years  studying  the  restaurant  &  hospitality  ver?cal.    Founder  Paul   Barron  has  been  credited  with  pioneering  the  50  billion  Fast  Casual  Restaurant,  a  2013   Top   50   Forbes   Power   Influencer   and   the   Restaurant   Innovator   of   the   year   in   2012.     Additonaly  he  is  the  author  of  the  best  selling  book  “Chipotle  Effect” PHONE:  954-­‐416-­‐3028 FAX:  954-­‐416-­‐3027 EMAIL:  hello@digitalcoco.com WEB:  www.digitalcoco.com 12For  the  Full  Report  Visit  www.rsmindex.com Wednesday, June 12, 13
    • 06/28/12 Presented  by For  the  Full  Report  Visit  www.rsmindex.com < 13 Wednesday, June 12, 13