The document presents sample social media monitoring results from Ann Michaels & Associates' SafetyNet program for Five Guys Burgers & Fries. It includes examples of weekly reports that provide links to social media posts about Five Guys along with analytics on post popularity, daily discussion volumes, key discussion sources, demographics of discussants, and sentiment analysis of the tone of discussions. The results suggest that Five Guys' brand is most commonly discussed on Facebook and Twitter and message boards, with generally positive sentiment among existing customers and some negative comments about portion sizes and noise levels in some store locations.

1. Ann Michaels & Associates, Ltd. SafetyNet Social Media Monitoring Results For:

4. Results

6. Daily Volume This report provides an overview of the data collected on a daily basis. At a glance you can see how often consumers are talking about your company. Recommendation: If you launch marketing campaigns, host special events, or run promotions, use this report to gauge the success of your marketing endeavors.

7. Share of Voice This report will show you the sources of information where consumers are talking about you online. At a glance, you can see what forms of social media produced higher traffic regarding this event. Recommendation: Facebook and Twitter generate the highest volume of conversation. However, there are multiple message boards that discuss your brand. It may be wise to investigate these sites further and participate to further increase customer satisfaction & loyalty.

8. Share of Voice – Drill Down Below are the top message boards discussing Five Guys Burgers & Fries. As you can see, the Bimmer (BMW) forum talks about meet up groups at local Five Guys locations. This might be the first recommended site to visit and become a participant of.

9. Demographics Our program allows capture of gender and age demographics when possible. Based on the results of your complimentary scan, it appears as though males dominate online conversations, though Five Guys reaches a wide range of age groups. Recommendation: Compare these results to your target consumer base. See a surprising demographic? Further investigation can be done to get a better sense of a potentially new demographic based on these results.

10. Tone of Content The system will generate a sentiment report showing a snapshot of the tone of the information collected.

12. MapOverlay Where are the conversations coming from? The larger the pushpin, the more data that is collected from that area. Recommendation: Do you see conversations in areas where you currently don’t have locations? These may be from people who have visited a Five Guys in their travels, or mention they would like to see Five Guys expand to their area. If there is a high volume of conversation in an untapped market, it may be of interest to investigate further, perhaps considering the area as a new future market.

13. Thank you in advance for your time and consideration. For more information, or to start the SafetyNet Program, please do not hesitate to contact me at your convenience. Marianne Hynd Ann Michaels & Associates, Ltd. www.annmichaelsltd.com www.socialmediamanagement.net 630-922-7804 ext.104 [email_address]