This is an example of one type of report we produce for our clients to support their social insight strategies. We work with a range of clients to scope out their social insight project brief and use a variety of social insight methods to deliver actionable and measureable results.

1. Alterian SM2
Pizza Hut-Delivery Service

2. • Executive Overview
• Social Media Overview
• Search Overview and Analysis
• Results Volume and Statistics
• Conversation Overview
• Twitter Analysis
• Key categories/Main topics Analysis
• Pizza Hut vs. Domino’s Pizza on SM
• Pizza Hut UK Facebook Analysis
• Key Take-Aways
Program Audit
© ALTERIAN 2010 ALL RIGHTS RESERVED

3. • A strategic analysis of Pizza Hut Delivery Service to
determine:
– Social Media perceptions
• Reach and sentiment
• Issues to address
• Benefits to promote
• Ideas to leverage
– Conversations which resonate and how to leverage them
– Key Social Media actions to positively impact program
effectiveness
– Relevant Social Media feedback for innovation or program
improvements
Executive Overview
© ALTERIAN 2010 ALL RIGHTS RESERVED

4. © ALTERIAN 2010 ALL RIGHTS RESERVED
Social Media Overview
Blogs &
Comments
Social Networking
Sites (Facebook,
LinkedIn)
Microblogs
(Twitter)
Mainstream
News
Multimedia
(YouTube,
Podcasts)
Forums
Google Trends &
Insights
Delicious & Social
Tagging
Versus
We immerse ourselves
in digital spaces, using
the internet as a culture
in its own right and
observing patterns in
conversation, common
social practices, and
creating links between
online and offline
worlds
Real world
conversations,
habits, practices,
cultures

5. SM2: We used the SM2
tool for social media
monitoring:
• to track conversations
• to review
positive/negative
sentiment for brand
• to cover a range of
social media channels
such as blogs, wikis,
micro-blogs, and social
networks
Search Keyword
‘pizza hut’- ‘pizzahut’
‘Delivery’
‘Collect’
‘Order’
Date range:
<Apr 15th – Oct 15th >
Exclude:
Non-English
Outside UK
Final results:
<970>
© ALTERIAN 2010 ALL RIGHTS RESERVED
Search Overview and Scope
Observation: We
observed conversations on
the Pizza Hut (UK)
Facebook page:
• to complement the same
6 month period as the
SM2 analysis
• to categorise and
analyse the
conversations of both
Pizza Hut fans as well as
Pizza Hut itself
Tool Use

6. © ALTERIAN 2010 ALL RIGHTS RESERVED
Results Volume and Statistics
Date range: Apr 15th – Oct 15th, 2010
Total Volume: 970 (5.5 a day)
Most conversations on Twitter (64%)
Top Topic: Vouchers codes and discounts
Impactful sites:
1. forum.moneysavingexpert.com
2. thestudentroom.co.uk
3. digitalspy.co.uk
4. babyandbump.com
Conversation driven the volume spike
 Aug 18th
 Pizza hut announced that a half of orders
come from mobile
KEY INSIGHT
Pizza Hut is discussed by a number of distinct communities who congregate with other like-minded individuals.
By targeting these groups, Pizza Hut can craft messages that resonate most to their needs
08 /18

7. Moneysavingexpert
forums.moneysavingexpert.com
746,997 members
1,516,515 threads
21,393,991 posts
77 posts
Audience: Cost-
conscious people who are
looking for the best deals
and vouchers codes
thestudentroom
www.thestudentroom.co.uk
554,966 members
1,315,204 threads
22,991,146 posts
54 posts
Audience: UK
students
Digitalspy.com
www.digitalspy.co.uk
396,706 members
1,344,366 threads
25,346,810 posts
17 posts
Audience: Showbiz
fans and media
insiders
Babyandbump.com
www.babyandbump.com
89,251 members
448,763 threads
7,584,267 posts
12 posts
Audience: Expectant
and new mothers
© INTREPID 2010 ALL RIGHTS RESERVED
Influential Forums
Sample PH Message:
• Focus on deals and
value
Sample PH Message:
• Focus on deals for
specific universities
or student events
Sample PH Message:
• Focus on combining
food with social
activities and fun
Sample PH Message:
• Focus on healthy
eating as a family

8. © ALTERIAN 2010 ALL RIGHTS RESERVED
Share Of Voice
Microblog
64%
Message
Board/Forum
26%
Mainstream
Media
9%
Blog
2%
Where the conversations happen
rainbownetwork.com
thisislocallondon.co.uk
portsmouth.co.uk
forum.moneysavingexpert.com
thestudentroom.co.uk
digitalspy.co.uk
babyandbump.com
twitter.com/codesuk
twitter.com/piggycodeuk
twitter.com/sharpie9hukd
twitter.com/acorkin
twitter.com/deals4uk
KEY INSIGHT
 Because of its instantaneous nature as a social media tool, Twitter is the default option when people
want to immediately air grievances on delivery issues or gain instant access to a voucher code

9. Twitter Analysis
16%
25%
59%
Twitter Sentiment
Positive Negative Neutral
 Most of conversations are from discount and voucher specialists:
@codesuk, @piggycodeuk and @sharpie9hukd
• Most tweets are focused on sharing discount voucher codes, and
goodies. Moreover, these are easily retweeted by fans who can add
to the conversations (e.g. I got 2 pepperoni pizzas at Pizza Hut with
this code!)
 Positive sentiments were about customers interested in the ordering online
process. Most of the tweets expressed excitement when Pizza Hut was
delivered on time. Furthermore, the extras or goodies for late delivery also
satisfied customers
 Negative Sentiment arose when the delivery service fell into the following:
• The online ordering experience was poor – wrong foods delivered,
no email confirmation, confusing menu
• Poor staff communication skills which led to misunderstanding and
confusion of customers’ orders
• Late delivery which led to cold food and frustrated hungry customers
• Limited range of delivery in some communities and rural areas –
even if the Pizza Hut is just about ten minutes by car.
KEY INSIGHTS
 Negative posts outnumbered positive posts on Twitter by nearly 2 to 1. Food mistakes, issues with online
order or lack of staff’s communication skills were among the most complained.
 A lack of activity on Pizza Hut UK Twitter (@PizzaHut_UK) misses opportunities to address customers’ issues
and being excluded from general conversations of customers
@PizzaHut-UK : 250 Followers - 1 Tweet from March

10. What People Said About PH Delivery On Twitter
Positive
discourse about
the online
ordering
experience and
compensation
when orders
were late.
Mixed/Neutral discourse
mentions the code of
voucher and program of
discount.
“Pizza Hut Delivery: 25% #voucher code -
£30 min spend - 25% off when you spend
above £30 at Pizza Hut Delivery…
http://bit.ly/deqxrz”
-CouponsUK, Oct 11st , 2010.
“@rww Pizza Hut Says Half of Orders
Come From Mobile http://rww.tw/crY91I”
- blurGroup, Aug 18th 2010.
“We ordered Pizza Hut over the internet and got it
delivered. Pretty cool.”
- dyan_x, Oct 12nd, 2010
“Pizza hut messed up our order a little bit and sent us some
extras to compensate... Quite a lot... http://twitpic.com/22zzzz“
- stuartlyle, Jul 07th, 2010.
“what the hell, i live in the centre of
a fairly large city, by uk standards,
why is it that i cannot order a pizza
hut or dominos ????“
- helvetica_arial, Jun 01st , 2010.
Negative discourse
about late, wrong meal in
delivery, problem in order
online and
communication skill of
staffs
“Every time I use the pizza hut website to
order a delivery I nearly end up throwing my
laptop through the window #rage #fail
#makesMeSoAngry“
- roaders, Sep 14th , 2010.
“I swear Down il go pizza hut & smash up
the rude prick on the end of my phone!! I
been waiting an hour for my delivery and
now 15 min more!“
- majestic888, Sep 04th , 2010.

11. What People Said About PH’s delivery services
KEY INSIGHT
 As people wait impatiently for late delivery, they will go to Twitter as it is the easiest tool to vent
spontaneous frustration.
 In all categories, negative posts far outweigh positive posts, making it more imperative for Pizza Hut
UK to have a strong Twitter presence.
Ordering
Experience
23%
Delivery
Speed
44%
Food
Quality
2%
Order
Accuracy
6%
Delivery
Areas
25%
*Excluded conversations about PH’s discount vouchers /codes, promotion deals or pricing

12.  Customers enjoyed the online ordering experience
when it worked. However, common complaints
include: wrong dates/times for delivery, no confirmation
messages and difficulty in redeeming voucher codes.
 Furthermore, some customers were unhappy with
unsolicited SMS spam from Pizza Hut
 The staff’s language and customer service skills also
made it difficult for customers to place their orders and
added to their frustration if orders went wrong
KEY INSIGHTS
 Among all topics, ‘Speed of delivery’ garnered the highest percentage of positive feedback; however,
even in this area, negative responses still outnumbered the positive by 2 to 1.
 Most of ordering experiences related to online order or mobile phone ordering. Although some
customers were excited by these options and could see the benefit of them, there were still many
complaints when the process did not live up to expectations
 Customers tweeted their satisfaction when Pizza Hut
delivered their orders on-time (usually under 40
minutes). Moreover, people expressed gratitude when
Pizza Hut gave goodies when deliveries were late.
 Waiting more than 1 hour seems to be the time period
when customers’ start to get upset
24%
51%
25%
Delivery Speed
Positive Negative Neutral
20%
69%
11%
Ordering Experiences
Positive Negative Neutral
What People Said About PH’s delivery services

13. KEY INSIGHTS
 Delivery Area remains the most confusing area. Although customers can understand why a delivery is
late or inaccurate, they have difficulty in understanding why Pizza Hut cannot deliver to certain areas,
particularly when they know they are in the neighbourhood
 Although conversations around Order Accuracy and Food Quality were few, they were overwhelmingly
were negative.
 This area marks the smallest
portion of delivery issues.
Melted ice-cream, dried or
cold pizza and hot wine were
the most complained about.
 A lack of clarity of delivery area
annoyed many customers, with many
wondering why Pizza Hut did not
deliver to them, even though the
restaurant is present in their area.
5%
71%
24%
Delivery Area
Positive Negative Neutral
25%
50%
25%
Food Quality
Positive Negative Neutral
What People Said About PH’s delivery services
0%
83%
17%
Order Accuracy
Positive Negative Neutral
 Most of the customers
complained about wrong or
missing food items. Follow-
up calls to Pizza Hut often
exacerbated the problems

14. Pizza Hut Domino’s Pizza
 There were 92 conversations mentioned about Pizza Hut and Domino’s Pizza.
Most of them were from twitter.com and www.thestudentroom.co.uk forum
 Within those conversations, more people preferred Domino’s than Pizza Hut. Most of the
comparisons were about deliveries, promotion deals, delivery areas, speed, customer service, order
accuracy and pizza flavors.
 Some customers mentioned Domino’s is better for delivery while Pizza Hut did a better job for
dine-in
KEY INSIGHTS
 Most of the comparisons between Pizza Hut and Domino’s were found on forums – an area which allows
people to go more in-depth in their views as well as allowing others to add their thoughts on this debate
 Engagement with key forums and communities can help identify brand ambassadors and tilt the balance
to Pizza Hut

15. facebook.com/PizzaHutUK Observation
Date Range: 04/2010 – 10/2010
Number of fans: 96,729
Total posts: 4,078
Average per Day: 22.65
Peak Month: Sep 2010
KEY INSIGHTS
 This page was the most used channel utilised by Pizza Hut to communicate with fans on Facebook.
 Most conversations revolved around sharing codes and discounts or people expressing how much they
like Pizza Hut.
 However, people also used the Facebook page to ask questions directly to Pizza Hut, leading to multiple
opportunities of positive customer engagement
416
561
390
562
663
700 683
Apr May Jun July Aug Sep Oct
Number of wall-posts* on
Pizza Hut UK Facebook
*Wall-posts included by fans and by Pizza Hut UK

16. facebook.com/PizzaHutUK Delivery Services
KEY INSIGHTS
 Only 5% of total conversations on PH Facebook were about delivery
 In all categories about delivery, the number of negative posts always overweigh the number of positive ones
 The ordering experience generated the most comments (this is compared to delivery speed being the most
popular topic on Twitter). Whereas Twitter is more conducive for the more time-sensitive issue of delivery,
Facebook allows customers to expand more on their online ordering experiences
8 4 1
13
25
15 20 19
53
1
38
Speed Food Quality Order Accuracy Delivery Areas Ordering
Experience
Main categories/topics
Positive Negative Neutral
0
10
20
30
40
50
60
Apr May Jun Jul Aug Sep Oct
Total volume of fans’ post
about delivery services
*Excluded conversations about PH’s discount vouchers /codes, promotion deals or pricing

17. PizzaHutUK FB Delivery Services - Sentiment
13%
67%
20%
Overall Sentiment
Positive Negative Neutral
Positive:
 Some customers showed their appreciation of PH delivery when it
was on time. PH on Facebook made some people happy by
responding quickly and sending some special vouchers.
Some keys issues about the delivery service:
 Ordering Experience: Some fans reported some items of their
order were missed when they used online ordering. Moreover, fans
also complained that they got late responses after they gave out
feedbacks to stores.
 Speed: Fans complained on the longer delivery time than what they
was told by receptionist- usually more than 1 hour.
 Quality of Food: Cold food after a long delivery time was a major
complaint
 Accuracy: Most of complaints were about wrong food items even
after second time-delivery
KEY INSIGHTS
 By responding quickly to fans’ issues and comments, Pizza Hut was able to acknowledge the concerns and
make Facebook users feel they were being listened to
 However, there are still many negative posts, mostly about Ordering Experiences and Speed of Delivery, that
will need consistent and proactive responses

18. Positive discourse
about the on time and
the compensation
when it was late.
Mixed/Neutral discourse
mentions the code of
voucher and program of
discount.
“Hi all, need a 50% off voucher, mine expired
yesterday.... anyone got one for me ... pleeeeze !!”
-Tracey Barker-Reeves, Sep 13rd, 2010.
“Why cant you deliver to the whole of
York? Domino's do & they did this when
there was only 1 store. C'mon Piza hut
move with the times”
-Craig Taylor, Sep 12th, 2010.
“all of its there, the delivery guys friendly and they get
it to us in like 20 minutes when they tell us it wil...l b an
hour!! i love pizza hut!!! ♥ ♥ ♥.”
-Cassandra Thomas, Oct 28th, 2010
“I did get my pizza's about 30 minutes after I ordered the 2nd
time. The girl who took my order apologised and said she would
rush it through. I even got a phone call back as soon as they
were ready. I can appreciate that Friday nights are very busy and
was annoyed at first but once I complained they pulled out all the
stops. Thanks for the advice William. :)“
- stuartlyle, Jul 07th, 2010.
“thinks its aload of crap ordered 4 the first time
and half the order missing and the wrong size
pizza's will b sticking 2 domino's!!!!!!!!!!“
- Caroline Cranston, Sep 13rd, 2010.
Negative discourse
about late, wrong meal in
delivery, problem in order
online and attitude of
staffs.
“delivery guy jus been back with the things
that were missing and there is STILL
something missin!!!!!“
- Caroline Cranston, Sep 13rd, 2010.
“I am absolutly fuming. I ordered a pizza
at 5.15 for my pizza 2 b delivered at 6,
6.15 im still waiting so ring them up only
2b told there running late and nothing they
can do. I asked to speak to the manager
and he was 2 busy 2 take my call. This is
NOT good customer services!!!!“
-Carla Weston-turner, Oct 10th, 2010.
PizzaHut UK FB Delivery Services – In their words

19. Some Sample Responses of PH UK on Facebook
While acknowledging the problem shows empathy, the
moderator throws back the issue to the customer by
asking him to take action, rather than being proactive on
the customer’s behalf
Typical Pizza Hut Response Engagement Strategy Commentary
The Facebook page is public; by taking the conversation
private, the users are unable to see how the problem is
ultimately resolved. Taking an issue private also
prevents the user from thanking Pizza Hut publicly
A potentially positive event ends with this post. An
opportunity to continue this conversation could have
included the moderator asking the user to post pictures
of the event
KEY INSIGHTS
 Facebook users generally are pleased to get any response to issues they raise on the Facebook page.
However, by being more proactive and showing more public resolutions to issues, Pizza Hut can increase more
positive reactions from fans
 Additionally, other options for the Facebook page can also be put to greater use: asking users to send photos
of their meals at Pizza Hut, quick polls, contests, etc

20. Key Take-Aways
Most conversations about PH delivery were
found on Twitter (64% of total posts). 25% of
these posts were negative.
With the exception of discount vouchers or
promotion codes, most conversations on
social media revolved around speed and on
time delivery. However on Facebook, fans
were likely to discuss their ordering
experiences.
In all Social Media channels, there were
more negative posts about Pizza Hut UK
delivery services than positive ones.
Online communities tend to segment
themselves on interest (e.g. Reality TV fans),
geography or identity (new mothers,
students)
© ALTERIAN 2010 ALL RIGHTS RESERVED
Pizza Hut needs to have not only a presence
but also a clear management strategy on
Twitter. Pizza Hut’s continued silence allows
others to control conversations about the
brand.
Pizza Hut can split engagement strategies
across channels: speed will be the factor in
responses for Twitter while thorough
responses will be most effective on
Facebook.
By increasing its presence on social media
channels, Pizza Hut can help shift that
balance by addressing negative issues while
involving others to help build positive brand
images in a collaborative manner.
Pizza Hut can segment messages based on
need (healthy eating message to new
mothers) or interest (special deals during
exam times for students)
Social Media challenge Steps Forward

21. THANK YOU!
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