Ann Michaels & Associates, Ltd.SafetyNet

Social Media Monitoring Results

For:

Sample Media Monitoring Results

To best illustrate how the SafetyNet program works, Ann Michaels &

Associates prepared a sample case study surrounding the online

buzz for Five Guys Burgers & Fries. The results are included in this

presentation.

Companies can use SafetyNet as a proactive means to monitor their

brand online, or focus on the success of online marketing events.

ResultsResults

The following slides depict examples of weekly reports that are

available with SafetyNet. Each result provides you with a link to

the original source of the information, a brief snippet of the

post/information, as well as the popularity rating.

In the weekly report, you will be able to click on the link for each

entry to read the source in its entirety.

ResultsResults

Quarterly Analytical Reports

Analytical Reports are also available to provide you with further detail and analysis into the information collected. The

following data is based on actual results collected between 5/14/2010 and 6/14/2010.

Daily VolumeThis report provides an overview of the data collected on a daily basis. At a glance you can see how

often consumers are talking about your company.

Recommendation: If you launch marketing campaigns, host special events, or run promotions, use this report to gauge the success of future marketing endeavors.

Share of Voice

This report will show you the sources of information where consumers are talking about you online. At a glance, you can see what forms of social media produced higher traffic regarding this event.

Recommendation: Facebook and Twitter generate the highest volume of conversation. However, there are multiple message boards that discuss your brand. It may be wise to investigate these sites further

and participate to further increase customer satisfaction & loyalty.

Share of Voice – Drill Down

Below are the top message boards discussing Five Guys Burgers & Fries. As you can see, the Bimmer (BMW) forum talks about meet up groups at local Five Guys locations. This might be the first

recommended site to visit and become a participant of.

Demographics

Our program allows capture of gender and age demographics when possible. Based on the results of your complimentary scan, it appears as though males dominate online conversations, though Five Guys

reaches a wide range of age groups.

Recommendation: Compare these results to your target consumer base. See a surprising demographic? Further investigation can be done to get a better sense of a potentially new demographic based on these results.

Tone of Content

The system will generate a sentiment report showing a snapshot of the tone of the information collected.

Tone of Content

The chart on the previous slide showed overall sentiment of the data collected. Upon further reviewing, the analysis of information in as follows:

Neutral Information: The majority of this information included consumers talking about going to Five Guys. These were found on forums, Twitter, and Foursquare. Other information included:

• Articles/online media

• Group discussions for meetings at a local Five Guys location

• Online discussion of new locations & where consumers would like to see new locations

Positive Information: Most of the data collected here was from existing customers. However, there were several entries from consumers trying Five Guys for the first time and were quite pleased with the food quality. No mentions of service levels or other similar information

Negative Information: Samples of negative information included small portion sizes for French Fries, a Twitter user stating that he was sick after eating at Five Guys and will not return, and some disappointment with the size of the burgers in three locations. There was one comment about the interior being loud and uncomfortable.

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Where are the conversations coming from? The larger the pushpin, the more data that is collected from that area.

Recommendation: Do you see conversations in areas where you currently don’t have locations? These may be from people who have visited a Five Guys in their travels, or mention they would like to see Five Guys expand to their area. If there is a high volume of conversation in an untapped market, it may be of interest to investigate further, perhaps considering the area as a new future market.

Thank you in advance for your time and consideration. For more information, or to start

the SafetyNet Program, please do not hesitate to contact me at your convenience.

Marianne HyndAnn Michaels & Associates, Ltd.

www.annmichaelsltd.comwww.socialmediamanagement.net

630-922-7804 ext.104 mhynd@annmichaelsltd.com