Social Media Brand & Competitive Analysis was conducted for Dineout and its competitors.

1. FACEBOOK

2. Tepid Fan Growth hampers Branding & Awareness
85000
86000
87000
88000
89000
90000
91000
1-Jan-16 1-Feb-16 1-Mar-16 1-Apr-16 1-May-16 1-Jun-16
Dineout Page Likes
19000
20000
21000
22000
23000
24000
25000
1-Jan-16 1-Feb-16 1-Mar-16 1-Apr-16 1-May-16 1-Jun-16
Eazydiner Page Likes
 Dineout has a Fan Page Growth
of 3.7% since the past 6 months
 There was an increase of 3208
fans for the page
 Eazydiner has a Fan Page Growth
of 21.8% since the past 6 months
A total of 4317 fans increased for
the page

3. Content Frequency is Crucial for Brand Growth
1.01
Post/Day
2.71
Post/Day
 Facebook is an imperative medium for branding and awareness
 Content frequency for Eazydiner is comparatively much higher vis a vis
Dineout
 As per the new algorithms Facebook Page Content Reach has decreased
to a mere 2% to its total audience and content preference of friends and
family is to be given preference
 A higher post frequency will result in better visibility for the brand
 Post sharing can result in better visibility for the brand. Hence brand
needs to create content that takes into account the user preferences

4. Eazydiner has high Engagement Score but . .
373
Engagement
 Average Post Engagement – 373
Overall Page Engagement Breakdown – 44,056 Likes, 368 Comments & 2,191 Shares
 Facebook Content for Eazydiner is highly promoted and hence results in higher Engagement and
visibility
Most Shared Content - 8 Most Engaging Post Most Engaging Post

5. Dineout outperforms Eazydiner but content strategy needs to be revised. .
256
Engagement
 Average Post Engagement – 256
Overall Page Engagement Breakdown – 19,672 Likes, 666 Comments & 2,534 Shares
 Facebook Content for Dineout receives more organic reach and impressions vis a vis Eazydiner
 Low content frequency and limited promotion mars Dineout performance
Most Shared Promoted Post - 992 Most Shared Organic Post - 65 Most Engaging Post

6. Facebook Post Timings
 The best timings for maximum engagement are 12-1 PM and between 4-6 PM whereas Tuesday-
Thursday surprisingly have the maximum engagement scores

7. TWITTER

8. Steady follower Growth owing to Contests
2000
2500
3000
3500
Dineout Follower Count
 Dineout had a massive increase % of 38.1% in the follower count since past 6 months
 There was an increase of 893 followers for the page
The brand page posted for 1009 times with each tweet getting an average
engagement of 63

9. Contests drive engagements for the brand
Best Performing Tweets
 Twitter Engagement is high for contests related posts while low Blog link and branding posts
 Top hash tags for the brand were #bottomsup, #contest, #win and #dineoutgothot However a
better use of the hash tags for branding purposes could’ve been done
 Twitter brand strategy is a perfect mix of branding and awareness for the brand

10. Brand Engagement with followers on Twitter
Brand Engagement with Customers
 Brand engagement with followers lead to high trust and increased satisfaction among followers
 Brand engagement with followers has been high
 Brand replies to sort queries and problems have been high with an average reply time of 1 hr 45
mins

11. INSTAGRAM

12. Instagram is a visual medium . .
 Instagram has revised its algorithm which results in customized photo feed for the user that is “based
on the likelihood you’ll be interested in the content, your relationship with the person posting, and the
timeliness of the post”
 The alteration in the Instagram feed mirrors the Facebook News Feed which can be a setback for
brands as the feed is customized according to every user
Eazydiner has a post frequency of 1.7 Post/ Day whereas Dineout has a post frequency of 0.41 Post/
Day
 Instagram account of Eazydiner focuses primarily on visual aesthetics of foods while also
incorporating the day to day events in its posts
 Instagram account of Dineout focuses more on user engagement with the brand, branding, memes
and info graphs