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.
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
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
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.