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NOW YOU KNOW | BRANDWATCH.COM #NYKCON F Understanding Your Audience AND THEIR CRAVINGS
#NYKCON F First, Some Background Top 50 2015 ( or jargon for fast food )
#NYKCON F How do people actually speak about your brand? A lot of digging Try personal pronouns Exclude Volume Drivers Sea...
#NYKCON F The Query Specific Query General Categories “Upside Down” Setup
#NYKCON F Brand Profiles
#NYKCON F The Weekday Lunch Crowd’s Craving Through the Day Over the Week 0% 1% 2% 3% 4% 5% 6% 7% 8% %OfBrandMentions Time...
#NYKCON F Craving Burgers & Tacos Through the Day Over the Week 0% 1% 2% 3% 4% 5% 6% 7% 8% 9% %OfBrandMentions Time of Day...
#NYKCON F The Customer Journey Early Morning (3 - 9 AM) Mid-Morning (9 AM – 12 PM) Lunch (12 – 3 PM) Late Afternoon (3 – 6...
#NYKCON F A Deeper Dive
#NYKCON F Now vs. Later
#NYKCON F Want vs. Need
#NYKCON F Limitations (Diet vs. Distance)
#NYKCON F Finally, Some Educated Guessing Who wins the craving game?
#NYKCON F The What’s Next
#NYKCON F So What?
#NYKCON F #NowYouKnow
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What do my Customers want? Lessons from the Quick-Serve Restaurant Industry

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Social research lifts the lid on purchase motivation. In this session we will draw on a QSR project to highlight how Brandwatch can be used to get into the mindset of the consumer. What do customers crave, at which times of day, and how do they express that on social?

Publicada em: Apresentações e oratória
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What do my Customers want? Lessons from the Quick-Serve Restaurant Industry

  1. 1. NOW YOU KNOW | BRANDWATCH.COM #NYKCON F Understanding Your Audience AND THEIR CRAVINGS
  2. 2. #NYKCON F First, Some Background Top 50 2015 ( or jargon for fast food )
  3. 3. #NYKCON F How do people actually speak about your brand? A lot of digging Try personal pronouns Exclude Volume Drivers Search for what you know How We Got Here, and How you Can Too
  4. 4. #NYKCON F The Query Specific Query General Categories “Upside Down” Setup
  5. 5. #NYKCON F Brand Profiles
  6. 6. #NYKCON F The Weekday Lunch Crowd’s Craving Through the Day Over the Week 0% 1% 2% 3% 4% 5% 6% 7% 8% %OfBrandMentions Time of Day Hourly Craving Subway Starbucks 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% %OfBrandMentions Day of Week Weekly Craving Starbucks Subway
  7. 7. #NYKCON F Craving Burgers & Tacos Through the Day Over the Week 0% 1% 2% 3% 4% 5% 6% 7% 8% 9% %OfBrandMentions Time of Day Hourly Craving McDonald's Burger King Wendy's Taco Bell 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% %OfBrandMentions Day of Week Weekly Craving McDonald's Burger King Wendy's Taco Bell
  8. 8. #NYKCON F The Customer Journey Early Morning (3 - 9 AM) Mid-Morning (9 AM – 12 PM) Lunch (12 – 3 PM) Late Afternoon (3 – 6 PM) Dinner (6 – 10 PM) Late Night (10 PM – 3 AM) First Choice Second Choice Third Choice
  9. 9. #NYKCON F A Deeper Dive
  10. 10. #NYKCON F Now vs. Later
  11. 11. #NYKCON F Want vs. Need
  12. 12. #NYKCON F Limitations (Diet vs. Distance)
  13. 13. #NYKCON F Finally, Some Educated Guessing Who wins the craving game?
  14. 14. #NYKCON F The What’s Next
  15. 15. #NYKCON F So What?
  16. 16. #NYKCON F #NowYouKnow

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