Social Media Monitoring/Reputation Management Consulting Project for Restaurant Revenue Management
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Pitch presented to COO of Dinosaur Bar-B-Que Chain for implementation of a new reputation management system. This was the final project for Restaurant Revenue Management with Professor Sherri Kimes.
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Social Media Monitoring/Reputation Management Consulting Project for Restaurant Revenue Management
- 1. DINOSAUR BAR-BE-QUE SYRACUSE, NY Elizabeth Kelly Reputation Management & Social Media Sara Kim
- 2. Table of Contents What is Reputation Management? Reputation Management Strategies Public Relations Maintenance Operational Analysis Profit Generation Recap of Goals Recommendations
- 3. REPUTATION MANAGEMENT “respond to any negative comments and to apologize and remedy the situation” “secondary goals are to identify trends in comments, reviews and to use the for positive reinforcement and to train potential opportunities of improvement to the staff” “promote … our food and that Dinosaur is considered a ‘must try’ restaurant” 5 star reviews 2 star review
- 4. REPUTATION MANAGEMENT STRATEGIES $$$ / Time $ PROFIT GENERATOR tracking, driving strategy, promotional decisions based on data OPERATIONAL ANALYSIS social intelligence gathering, analyzing, categorizing, identifying operation issues MAINTENANCE Respond to positive reviews to build customer loyalty and increase likelihood of word of mouth marketing PUBLIC RELATIONS/DAMAGE CONTROL Correct information is disseminated, bad reviews are addressed, and promote brand visibility
- 5. PUBLIC RELATIONS • Aggregates online reviews • Identify low-rated reviews • Dinosaur responds accordingly
- 6. MAINTENANCE Dinosaur BBQ Online Reviews Name of Site Rating Reviews Votes Price Tripadvisor 4.5/5 434 n/a Yelp 4.5/5 360 $$ Google 24/30 205 $$$ Four Square 9.5/10 98 9479 (check in) n/a Urbanspoon 92% 91 1236 $$ Yahoo Travel 4.5/5 60 n/a 40 Beer advocate 91/35 100 23 $$$ Citysearch 30 86% 7 n/a menuism 4.2/25 5 5 >$10 20 Roadfood 4./5 3 58 15 * information as of 9/17 10 5 0 Number of reviews Reviews Per Month By Website: 2011-2012 Sep-11 Oct-11 Nov-11 Dec-11 Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 TripAdvisor 20 16 15 10 14 25 22 27 24 21 37 38 13 Yelp 12 3 6 6 8 5 8 8 11 19 14 12 7 Google/ Zagat 1 2 3 4 5 6 7 8 9 10 11 12 0 Four Square 7 3 5 3 4 3 5 3 5 2 8 3 2 Urbanspoon 1 1 1 2 3 4 3 1 4 2 3 4 0
- 7. MAINTENANCE
- 8. STRATEGIC WEB RESPONSE • Target heavy users • Build customer loyalty • Further increase consumer engagement Brand Ambassador Word-of- Mouth Marketing Continuation of Low-Cost Marketing MAINTENANCE
- 9. MARKETING vs. OPERATIONAL ANALYSIS Marketing • Monitor and engage social feedback • Increase visibility • Achieve consumer loyalty through “listening” • Outbound communication • “respond to any negative comments and to apologize and remedy the situation” Advanced Digital Operational Analysis • Collect and analyze feedback • Translate reviews into data-driven, actionable insight • Identify operation issues to increase customer loyalty • Inbound communication • “Identify trends in comments/ review” Advanced Digital
- 10. Sentiment Analysis 5 star reviews 2 star review VS. • Simply using word frequency as a metric is not useful and offers little insight • Sentiment analysis uses not only word frequency but also extracts the context in which words are used
- 11. OPERATIONAL ANALYSIS Social Media+ Sentiment Analysis = Social Business Intelligence • Develop existing social media relations • Strengthen brand and customer loyalty • Proactive vs. Reactive • External analysis vs. Internal analysis • Social media maturation Discov er Analyz e Profit
- 12. OPERATIONAL ANALYSIS Price: $75/month Process: Revinate takes unstructured online content and uses sentiment analysis for sophisticated trending based on general restaurant categories. Pros: - Sentiment analysis - Server input and review - Manage Twitter, Facebook, and Foursquare from dashboard Cons: $$$
- 13. PROFIT GENERATION Users can use feedback in reviews to make operational changes via Workflow Management Tools or reward employees with the server feedback loop system.
- 14. OPERATIONAL ANALYSIS Price: $99/ month/ location Process: 1. Sentiment analysis based on review sites and social media 2. Break feedback down into root pieces and translate into specific restaurant 3. Builds feedback back up and algorithm breaks into clouds of over 50 specific categories using advanced econometric analysis 4. Then user can identify operational issues by the positive and negative to loyalty generating topics Cons: $$$
- 15. Difference Between newBrandAnalytics and Other Reputation Management Services • Partnerships with POS data vendors where POS data is correlated with social intelligence data • Social Harvesting Engine uses industry specific indexing • Social Credibility Index qualifies mentions with associated credibility on a per customer basis • Industry Specific Intelligence • Provides user-available feedback data and consultation on results from sales, promotions, and other changes that the restaurant has undertaken
- 17. Goal 1: Negative social media response Advanced Digital (Current system) New Brand Analytics
- 18. Goal 2: Identify trends in comments/reviews Comparison of 30 Day Snapshot Advanced Digital New Brand Analytics
- 19. RECOMMENDATIONS Profi t Operational Analysis Maintenance Public Relations
- 20. RECOMMENDATIONS Public Relations Maintenance Operational Analysis Operational Analysis Profit Generation
Notas del editor
- The word clouds are based off of the past year’s reviews from Dinosaur BBQ’s current reputation management site. Simply using word frequency as a metric for review sentiment is not useful. Sentiment analysis uses not only word frequency but also extracts the context in which words are used. The graph shows sentiment of reviews from green(positive) to red (negative). When you click on a high frequency, positive word (ex: chicken), you see all words associated with the mention of chicken.
- In order to read, engage, empower, optimize– we must find where the customers are, not where we prefer.
- This is the server feedback loop system. Lindsey mentioned that “use the for positive reinforcement and to train potential opportunities of improvement to the staff” was a secondary goal. Sentiment analysis– how frequent words are being said, what is being said (sophisticated analysis) - Positive/ negative by color
- Single dashboard to manage all online reviews, mobile check-ins and social media mentions, and includes sophisticated trending and sentiment analysis
- LK? but dependent on amount of data and if competitors’ data will be used?
- Advanced Digital – social buzz and review overview Problems Mention how silly it is that the system includes “bbq” and “dinosaur” as the top buzz words at 100% buzz Mention how silly the review sentiment words are and how that tells the user absolutely nothing Mention how this simple review aggregation doesn’t really offer useful or meaningful analysis For nBA – point out the following The operations based categorization Mention the assigned grades bases on sentiment analysis (color coordinated) From nBA website, “Our technology quickly deciphers customer feedback based on operational categories that matter most -- such as general service, food quality, wait times, menu selection, pricing and value, and overall experience -- so you can catch an issue before it potentially damages to your brand. When your customers know you value their opinions, they turn into loyal patrons for life.”
- Advanced Digital – “respond to any negative comments” Problems 1. The no rating category has a ton of recent reviews from a variety of sites ranging from good to bad reviews 2. After I filter the search, some of the reviews are repeated – waste of time-$ 3. Some of the reviews are good like “Prob the best BBQ I have ever eaten”--waste of time-$ For nBA – point out the following 1. Sentiment pie chart showing breakdown of positive (green) and negative (red)reviews 2. The word cloud that is generated shows frequency by size and sentiment by color 3. When you click on a key word in wordcloud, the review that mentions that is on the right. You can click on the review and engage with reviewed directly
- Advanced Digital – social buzz and review overview Problems Mention how silly it is that the system includes “bbq” and “dinosaur” as the top buzz words at 100% buzz Mention how silly the review sentiment words are and how that tells the user absolutely nothing Mention how this simple review aggregation doesn’t really offer useful or meaningful analysis For nBA – point out the following The operations based categorization Mention the assigned grades bases on sentiment analysis (color coordinated) From nBA website, “Our technology quickly deciphers customer feedback based on operational categories that matter most -- such as general service, food quality, wait times, menu selection, pricing and value, and overall experience -- so you can catch an issue before it potentially damages to your brand. When your customers know you value their opinions, they turn into loyal patrons for life.”
- Our final recommendation is as follows: If your end goal is to use Reputation Management as PR, stay with Advanced Digital and continuing to address negative reviews. If your end goal is to use Reputation Management as PR and Maintenance, place a wanted ad with Syracuse University’s marketing department for an undergrad to do a social media internship for Dinosaur BBQ. If your end goal is to use Reputation Management as Operational Analysis, consider switching to Revinate. If your end goal is to use Reputation Management a tool for Operational Analysis , stay with Advanced Digital and continuing to address negative reviews.