Brand barometer: Fast-food chains, which one is most prominent online?
McDonald's has the highest share of voice while 43% of conversations about Burger King express annoyance that it has a 25p charge on card transactions.
Click on image to enlarge
1. Identification of target audience: Use of nodal analysis to identify key words and phrases relevant to the target audience.
This is achieved by discussing the customer segmentation with the client, inductive exploration of target audience interests, third-party research into target audience behaviours, and finally nodal analysis of associated key words / phrases with each other using online tools (e.g. Google Adwords).
For this research, the audience segmentation of interest is defined in conjunction with Marketing (two weeks before the publication date).
2. Identification of key online websites, groups, accounts and conversations: Identified key word search strings filtered through country-specific sources of information (e.g. Google, Twitter, YouTube, etc, in the UK) to find the key online locations of the audience.
The identified locations are validated against a proprietary impact and engagement criteria threshold. The verified locations form the sample set upon which analysis is conducted.
For this research, 25 locations form for the basis of analysis – a typical project will feature between 100-500 locations depending on the client.
3. User generated content and location analysis: Verified locations are analysed for characteristics and content type, and commentary is analysed for topic, sentiment and linguistics.
This proprietary methodology consists of 192 metrics within 17 groupings, such as channel authority, interaction, content dynamic, competitor analysis, etc.
For this research, only 1 of the 192 metrics is displayed – competitor share of voice. This has been calculated purely on volume of mentions for each competitor within the verified key locations online.
The sample size for this research is 2,500 unique UGC inputs (e.g. audience opinions and perceptions) across 25 locations online.
This article was first published on marketingmagazine.co.uk
- Brand barometer: Lagers, which one is most prominent online?
- Brand barometer: Children's charities, which one is most prominent online?
- Brand barometer: Luxury cars, which one is most prominent online?
- Burger King pushes innovation message with first lamb recipe
- Brand barometer: Nappies, which one is most prominent online?
- Brand barometer: UK airlines, which one is most prominent online?
- McDonald's trials concept restaurants with enhanced children's facilities
- McDonald's poised to extend Olympic sponsorship
- McDonald's offers millions of books in Happy Meals promotion
- planning Director Twist Recruitment £80000 - £100000 per annum, London
- Digital Account Manager [Beauty Account] - Excellent London Agency - to £30k Fill Recruitment Ltd to £30k + great benefits, Central London
- Account Manager - Superb Central London Agency - to £30k Fill Recruitment Ltd to £30k, Central London
- Trading Sales Mnager, major RTB platform Ultimate Asset £40000 - £50000 per annum + +20-30k bonus, London
- Agency digital trading desk Account Manager Ultimate Asset £40000 - £50000 per annum + agency bens, London
- Nature Valley awards integrated business to start-up
- LMFM challenges bakers to be Brave on World Baking Day
- Samsung strikes placement deal with The Wanted
- Fans take on Jo-Wilfried Tsonga in Twitter-powered tennis game
- Jaguar readies global campaign for F-Type launch
- Blippar connects disjointed families, says MEC executive
What we can all learn from how Daft Punk won the web