By Derrek J. Hull, Blogger-in-Chief
The National Restaurant Association (NRA) has partnered with DigitalCoCo on social media analysis solutions that will help its member restaurants build marketing strategies and engage consumers.
“Social media has become an important part of the marketing mix, and we are excited to partner with DigitalCoCo to offer our member restaurants unique insights into the social media universe specific to their brands,” said James Balda, chief marketing and communications officer for the National Restaurant Association. “Understanding how to leverage a social media audience can greatly enhance profitability, as well as consumers’ emotional connection to a restaurant. We believe these analytics solutions will help accomplish both.”
“Food is social to begin with,” said DigitalCoCo founder Paul Barron. “This is big business for the restaurant industry, and our goal is to deliver not only a solution, but a solid ROI metric. Many executives and brand managers are beginning to understand both the promise and the enormous challenges of unprecedented access to social restaurant customer data. This is really the promise that can help the industry grow in the next decade.”
Through the partnership, all NRA members receive free submission to the Restaurant Social Media Index, designed to help the business reach and impact the social restaurant consumer. Each submitting member also receives a free custom Social Scorecard, ordinarily a $695 value. This scorecard reveals the social business impact, activity, and overall presence a restaurant brand has in social media.
In addition, DigitalCoco will offer NRA member-exclusive discounted rates on three other products.
- Social Insights Dashboard identifies brands' advocates across social channels and enables a restaurant business to connect with their target audience effectively and cost-efficiently.
- AudienceCoCo analyzes their community, collaboration, content, and collective behavior, all targeted at how consumers use, interact, and dine at restaurants.
- Super Influencer Identification finds brand advocates based on their consistent social interactions with restaurant brands, as well as other sentiment reach, and alignment with restaurant brands.
NRA members may register for these new social media services and the free index online.