tbex north america 2016; whats the plan?, jason falls

WHAT’S THE PLAN?

— A N I N T RO D U C T I O N TO —

ELASTICITY

— January —

2015

WHAT’S THE PLAN?

THE SOCIAL AGENCY

Monitoring vs. Listening

WHAT’S THE PLAN?

THE SOCIAL AGENCY

What happens when you assume?

WHAT’S THE PLAN?

Conversations are happening right now!

WHAT’S THE PLAN?

THE SOCIAL AGENCY

What research is used to improve

Product   Experience   Messaging  

WHAT’S THE PLAN?

TRADITIONAL VS. CONVERSATIONAL

TRADITIONAL  •  Structured  • Directed  Feedback  •  Subject  Bias  •  Time  Consuming  •  Costly  

CONVERSATIONAL  • Unstructured  • Unsolicited  Feedback  • Without  bias  •  Real-­‐  to  Near-­‐Real-­‐Time  •  Cost  efficient  

WHAT’S THE PLAN?

What are consumers saying?

WHAT’S THE PLAN?

METHODOLOGY

•  Searched all online sources except news sites (blogs, microblogs, forums, social media, ratings and reviews)

•  “planning a trip” “planning a vacation” “trip planning” “vacation planning”

•  Disambiguated data to remove irrelevant themes, bot and non-consumer accounts, news aggregator social accounts

•  Looked at all conversations from May 20, 2015 to May 19, 2016

WHAT’S THE PLAN?

OVERVIEW

WHAT’S THE PLAN?

DEMOGRAPHICS

WHAT’S THE PLAN?

DEMOGRAPHICS

WHAT’S THE PLAN?

DEMOGRAPHICS

WHAT’S THE PLAN?

CONVERSATION ENVIRONMENT

WHAT’S THE PLAN?

CONVERSATION ENVIRONMENT

WHAT’S THE PLAN?

THE INSIGHTS - SENTIMENT

WHAT’S THE PLAN?

THE INSIGHTS - ATTRIBUTES

WHAT’S THE PLAN?

THE INSIGHTS - BEHAVIORS

WHAT’S THE PLAN?

THE INSIGHTS - RECOMMENDATIONS

WHAT’S THE PLAN?

THE INSIGHTS – RECOMMENDATIONS

WHAT’S THE PLAN?

THE INSIGHTS – RECOMMENDATIONS

WHAT’S THE PLAN?

THE INSIGHTS – RECOMMENDATIONS

WHAT’S THE PLAN?

THE INSIGHTS – RECOMMENDATIONS

WHAT’S THE PLAN?

THE INSIGHTS - BEHAVIORS

WHAT’S THE PLAN?

THE INSIGHTS – CANCEL DEEPER DIVE

WHAT’S THE PLAN?

THE INSIGHTS - EMOTIONS

WHAT’S THE PLAN?

THE INSIGHTS - TERMS

WHAT’S THE PLAN?

THE INSIGHTS - THINGS

WHAT’S THE PLAN?

THE INSIGHTS - BRANDS

WHAT’S THE PLAN?

THE INSIGHTS

WHAT’S THE PLAN?

THE INSIGHTS

WHAT’S THE PLAN?

THE INSIGHTS

WHAT’S THE PLAN?

THE INSIGHTS – TRENDING THEMES

WHAT’S THE PLAN?

THE INSIGHTS

•  Lots of conversations, fewer direct recommendations from peer to peer

•  Don’t abandon search strategies•  TripAdvisor is dominant in North

America•  Establish influencer relationships to

drive more recommendations •  But then there’s Facebook

WHAT’S THE PLAN?

FACEBOOK TOPIC DATA

WHAT’S THE PLAN?

REMEMBER THIS?

WHAT’S THE PLAN?

REMEMBER THIS?

WHAT’S THE PLAN?

WE HAVE TO ASK …

IF Twitter conversations total 219,443  

21%  AND Twitter is used by of consumers   AND Facebook is used by

of consumers  64%  HOW  MANY  CONVERSATIONS  ARE  WE  MISSING?  

WHAT’S THE PLAN?

HOLY SMOKES?!?!

668,779  

WHAT’S THE PLAN?

FACEBOOK TOPIC METHODOLOGY

•  Same topic net - “planning a trip” “planning a vacation” “trip planning” “vacation planning”

•  Gathered a sample of 37,200 conversations meeting parameters that took place over the course of five days

•  Sampling is the process because you are charged by data volume

•  DataSift automatically disambiguates and scores – so less manual control after topic is set

WHAT’S THE PLAN?

TIP OF THE CAP

Duncan Alney•  Firebelly Marketing•  www.firebellymarketing.com

•  Social Marketing & Management Firm•  Indianapolis, Ind.•  Using Nuvi (www.nuvi.com)

WHAT’S THE PLAN?

FACEBOOK TOPIC DATA

Total Conversations/Interactions37,200  Facebook posts18,700  Facebook comments15,700  Facebook shares2,800  

WHAT’S THE PLAN?

FACEBOOK TOPIC DATA

WHAT’S THE PLAN?

FACEBOOK TOPIC DATA

WHAT’S THE PLAN?

FACEBOOK TOPIC DATA

WHAT’S THE PLAN?

FACEBOOK TOPIC DATA

WHAT’S THE PLAN?

FACEBOOK TOPIC DATA

WHAT’S THE PLAN?

FACEBOOK TOPIC DATA

WHAT’S THE PLAN?

FACEBOOK TOPIC DATA

WHAT’S THE PLAN?

FACEBOOK TOPIC DATA

WHAT’S THE PLAN?

FACEBOOK TOPIC DATA

WHAT’S THE PLAN?

THE INSIGHTS

•  Far more conversations•  Far more relevant conversations•  Focus on providing sharable

Facebook content and driving personal recommendations

•  Influencer marketing is critical here•  Online media to support popular

content is smart

WHAT’S THE PLAN?

THE SOCIAL AGENCY

QUESTIONS

WHAT’S THE PLAN?

THE SOCIAL AGENCY

Thank You.

jason@goelastic.com