Tag Archives: Sepy Bazzazi

The Art of Listening – Earls vs Cactus Club Cafe

12 Oct

One of the most important things to remember when executing a social media marketing plan is following the safety procedure for crossing a street. You have to stop what you’re doing, look at what is being said about your company, and listen to your customers’ feedback and suggestions. In order to compare some of the listening tools that are available on the web, I have used three different sources to find out what is being said about two companies – Earls Restaurant and Cactus Club Café. Although these companies are very similar, and are both owned by the Fuller family, people definitely have different things to say about them. The three tools I used to evaluate the sentiment of these audiences are:

1) Social Mention

2) Wildfire

3) Addict-o-matic

After comparing the results of both Earls Restaurant and Cactus Club Cafe on Social Mention, it became apparent that the majority of content shared online about these restaurants was mostly neutral, however, the two restaurants did not have close sentiment ratios. Earls Restaurant had an average ratio of 20:1, while Cactus Club Cafe had an average ratio of 12:1. Although Earls scored a higher percentage rating on passion than Cactus Club, it scored lower on reach, which I found interesting because I predicted the opposite. The strength of discussion online for both restaurants is fairly low, but they are both in close competition.

It is apparent on Social Mention that the main source of content for Earls is Twitter, with a rating of 99, compared to Facebook, with a rating of 10. I found it interesting that Earls’ main user is “earlsrestaurants”, which is the restaurant’s corporate (Vancouver) account, while Cactus Club’s corporate account is second to last in the “Top Users” ranking. This could be an indicator that Cactus Club is not communicating directly with their customers as much as they should be, especially if frequent regulars are tweeting more about the restaurant than the restaurant itself.

The next listening tool I used was Wildfire, which is a great online too that allows you to compare two different platforms and two different brands. On Twitter, Wildfire charted the comparison of Earls and Cactus Club followers, and Earls tended to dominate for follower growth. On Facebook, Wildfire created a graph that showed the growth of likes, which demonstrated a tremendous difference between the restaurants, as you can see below. On the contrary, as I examined both accounts on Facebook, I noticed a different level of engagement on Earls’ main Facebook account as opposed to Cactus Club’s. The responses to fans were almost automatic, and the tone of the content generator is sincere.

On Addict-o-matic, a lot of the content that appeared for Earls was mostly location based, and did not say much about the sentiment of the customers. However, the Youtube section of Addict-o-matic had an endless amount of videos describing the atmosphere and food quality at Earls. Cactus Club definitely had more content shared by customers on Addict-o-matic, and the majority of tweets included pictures food that customers were enjoying at the moment. Those types of tweets were not so evident when analysing the content about Earls; most of it is generated by the company itself.

It is clear that consumer’s perceptions about these brands are very similar, but I have discovered that there is a higher level of engagement and authenticity when communicating with the Earls brand through social networks compared to Cactus Club’s brand. The philosophy portrayed online by Earls is almost one of family, and the Assistant Marketing Manager, Sepy, encourages anything and everything you have to say about the brand. If there is a suggestion about a new dish, or an improvement of a dish, there is always a response and an email address to contact him for more details – he shows that he truly cares.

The free listening tool that is most useful for comparing the sentiment of these brands is definitely Social Mention, because it gives actual percentages and ratios to compare with other brands in the industry, and breaks down the different factors taken into account. I would definitely suggest using free listening tools for businesses that would like to find out what is being said about them – if nothing works, then it’s time to rethink your social media strategy.

If a third competitor were to enter the industry, I would take advantage of the low strength that these two restaurants have, which, in other words, is the likelihood that your brand is being talked about online. I would find a way to get people talking about my brand online, and would use contests and incentives to help launch my brand’s social media premiere. In order to engage customers as much as possible, I would be authentic and reliable, and have a slightly more appealing brand image than Earls. The third competitor would definitely be dressed for success!

-Linnea

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