The tool can monitor and analyse all online conversations across Twitter, Facebook, Instagram, blogs, forums and news websites, giving operators real time research to make informed sales and marketing decisions.
Fiona Hamilton, group account director, said: “This is a first for foodservice. After months of development we have launched Delve Insights, our intelligent social listening insight tool to give food and drink operators the competitive edge.
“We can help brands understand what audiences are saying about them, their competitors, and the market in general. You have to ask yourself, with all this insight, why would you leave it up to guesswork?”
The tool allows operators to tap into conversations to help them understand what their audience has to say about their brand and products, competitors, and the market in general to generate qualitative research at quantitative levels.
This real time research is then analysed to evaluate and benchmark what’s being said online about a particular brand, the market and how it performs against competitors.
Hamilton continued: “We take all this rich data and do two things. We make sure the messages are right for the market and audience and discover the right influencers to talk about your brand to increase awareness. It’s a cost-effective way to inform and build your sales and marketing strategy by listening to what your audience actually wants and needs.”
As an example, William Murray monitored and analysed online conversations taking place around Brexit.
Brexit online debate
- In one month alone, there were been 6,000 mentions of Brexit and food online – generating 36 million impressions
- The biggest spike in conversation around Brexit and food was between 18 and 20 February, just before the international treaty ratification deadline
Top issues when it comes to food security:
- Food safety (45%)
- Chlorination (39%)
- Food labelling (15%)
Drilling down into the negative conversations, these topics feature most frequently:
- Food shortages (88.8%)
- Supply chain issues (7.9%)
- Riots (0.5%)
- Price increases (2.7%)
Volume of conversation around different parts of the supply chain:
- Farmers (60%)
- Operators (35%)
- Wholesalers (4%)
- Suppliers (2%)