Can Cheese Burgers and Fruit Smoothies Co-Exist?

An integrated social media research case study

Prepared by Conversition

August 2012

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Methodology = Listening + Asking

2

Collect

Clean

Categorize

Calibrate

• Clean out spam and non-relevant chatter (e.g., fun engagement conversations on Facebook)

• Scour the internet for relevant messages

• Categorize the verbatims into relevant content areas, e.g., pricing, recommendations, commercials, celebrities

• Calibrate the sentiment into 5-point Likert scale buckets

Hypothesize

Design

Analyze

Report

• Design unbiased survey questions to answer those hypotheses

• Review the social media listening data for hypotheses

• Analyze the results and identify meaningful segments

• Report on major differences and conclusions

Listen to Learn Ask to Confirm

#ResearchNow

Methodology = Listening + Asking

3

Collect

Clean

Categorize

Calibrate

• Clean out spam and non-relevant chatter (e.g., fun engagement conversations on Facebook)

• Scour the internet for relevant messages

• Categorize the verbatims into relevant content areas, e.g., pricing, recommendations, commercials, celebrities

• Calibrate the sentiment into 5-point Likert scale buckets

Hypothesize

Design

Analyze

Report

• Design unbiased survey questions to answer those hypotheses

• Review the social media listening data for hypotheses

• Analyze the results and identify meaningful segments

• Report on major differences and conclusions

Listen to Learn Ask to Confirm

#ResearchNow

The Right Stuff – Top 2 Box Scores

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#BK bking #burgerking BurgerKing BK Burger King

Label 42% 36% 34% 32% 30% 27%

0%

10%

20%

30%

40%

50%

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This is Burger King

5 #ResearchNow

Where to Find a Smoothie in 2012

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Jan 2012 Feb 2012

Mar 2012

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Where to Find a Smoothie in April 2012

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Smoothies? What smoothies?

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0

75Want a burger king

stacker.....central park fries... and a smoothie

from mcds

Smoothie king and burger king for lunch. Nothin but

kings

McDonald's smoothie & apple pie & Burger King grits & biscuits. mmmm

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Boom! Burger King Introduced Smoothies

9

0

75

My bro keeps tking bout the new Burger King smoothie... Imma get

one! have u guys tried the new burger king iced

smoothies?

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Pre vs Post

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Pre Post

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Lots of People Like The Smoothies

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• They taste great! – “Guess what? had a

smoothie from burger king, and they taste greeaatt (;”

– “This BK tropical mango smoothie is an amazing tropical paradise in my mouth lol tastes so good”

– “The Burger King strawberry banana smoothie is the BEST smoothie.! Omg so good :D”

B2B Neutral T2B

Taste 7.2 25.8 67

0

25

50

75

100

Bo

x Sc

ore

Taste

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Lots of People Like The Smoothies

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B2B Neutral T2B

Healthy 0.9 39.6 69.6

0

25

50

75

100

Bo

x Sc

ore

Healthy • Thanks for the healthy option!

– “Mom I want a healthy smoothie and some yum fries from bk! :D”

– “David Beckham can enchant anyone even me. It is good to know Burger King offers healthy smoothies. “

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But People Complained

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B2B Neutral T2B

Ice 38.5 46.2 15.4

0

25

50

75

100

Bo

x Sc

ore

Ice • What’s the deal with the ice?

– “Who’s smoothie only has chunks of ice? That’s what you get with burger king”

– “Crushed ice with some flavoring is not really a smoothie burger king”

– “burger king smoothies taste like water”

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But People Complained

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B2B Neutral T2B

Creativity 80 20 0

0

25

50

75

100

Bo

x Sc

ore

Creativity • Aren’t you just copying Mcdonalds?

– “Burger King is just copying McDonalds for there smoothies.. #wth? #NotOriginal”

– “Burger King is such a copycat these smoothies are the same as McDonalds' smoothies”

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Ice Concerns

• A small percentage of people indicated that the smoothies were watered down or that the ice pieces were too big.

• Is there really an issue with the consistency of the ice or is this just a minor concern from a few voices?

Ask to confirm:

15 #ResearchNow

Copy Cat Concerns

• A small number of people remarked that Burger King was simply copying McDonald’s. Will this lack of nutritional creativity have a negative impact on the product’s success?

• Are loyal brand users happy regardless?

• Are competitive users angered?

Ask to confirm:

16 #ResearchNow

Ask: Is there an ice problem?

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Total Sample

Sample Size 499

% Said it’s too watery 19%

% Said the ice isn't crushed enough

24%

• “Why should your best friend never try a smoothie from Burger King?”

– “ice not completely crushed“

– “too much ice in smoothie (not creamy)“

– “poorly blended - chunky ice bits “

– “The ice doesn't get ground up “

– “I had one once that was more ice than fruit “

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Ask: Is there an ice problem?

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0%

5%

10%

15%

20%

25%

30%

% Too watery % Ice isn't crushed enoughTotal BK Loyals McD Loyals

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Ask: Competitive Comparisons

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0%

25%

50%

75%

100%

Smoothies ingeneral

Smoothies atBurger King

Smoothies atMcDonald's

Smoothies atStarbucks

Smoothies atTim Horton's

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Ask: Competitive Comparisons

20

0%

25%

50%

75%

100%

Smoothies Burger King McDonald's Starbucks Tim Horton's

Total BK Purchasers McD Purchasers

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Ask: Is there a copy cat concern?

21

0%

25%

50%

Customers askedfor smoothies

To be likeMcDonald's

More healthybeverages

Customer research

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Ask: Is there a copy cat concern?

22

0%

25%

50%

75%

100%

Customers asked forsmoothies

To be likeMcDonald's

More healthybeverages

Customer research

Total Copy Cats

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Will You Put Your Money On The Table?

23

0%

25%

50%

75%

100%

Total Copy CatsLikely to purchase (T2B)

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Listen to Learn, Ask to Confirm

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• We learned about ice

• We learned about copying a competitor

• We learned that copying a competitor isn’t always a bad thing

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• Listening research

• Exact days that events occurred

• Minor problems vs. major problems

• Use to inform the next research component

• Survey research

• Get at true awareness

• Assess the extent of issues

• Probe on pre-identified issues

Listen to Learn, Ask to Confirm

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Thank you

hello@conversition.com annie@conversition.com

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