coosto e-travel summit 2014
TRANSCRIPT
Leisure & Social Media Monitoring@RensDietz
About me
3 phases
About Coosto
• Store every social media message• Search engine for social media• Customer service on social media• Source of inspiration: Jacques
Cousteau• Eindhoven, 2010• 400+ clients, 70+ employees
Customer service on social media isn’t easy
In the next 20 minutes…
• General information and cases about social media engagement
• Case: how an offline crisis spread on social media
• Some take-aways
3 phases
Titel + Image + conlusieGeneral information and cases
about social media engagement
Case: how an offline crisis spread on social media
Some take-aways
Why should you listen to social media messages?• NOT because it’s free
• NOT because my boss said I have to make a Facebook account
• Gain first hand information
• Availability of real-time insights
• Written during or shortly after an experience
• Coming from all your stakeholders
• Contextual: direct identification of situation and relevance
• Increase your business
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Make customers happy :-)
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Relevant information, real-time
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This is perfect!
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Lead generation
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Lead generation• It’s strange but it’s true:• The days before Valentine’s Day people
are talking about hotels (“I would like to give my girlfriend a romantic night”)
• Before Valentine’s Day many hotels are talking about Valentine’s offers on social
• However, they’re not talking with each other :-(
• Therefore, no deals via social media
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Monitor your campaign: #holidayspam
Three (UK’s fastest growing mobile network) asked their fanbase to share holiday pictures via #holidayspam
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Monitor your campaign: #holidayspam
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Track your image: Mauritshuis
The online buzz (and positive sentiment) of Mauritshuis in the week they reopened their museum
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Compare your image: Landal vs. Center Parcs
People are talking very positive about Center Parcs. However, more often about their biggest competitor Landal Greenparks.
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Spot some trends around your brand: Efteling
You want to know where people talking about. Related to your brand, but also related to your competitors, for instant their postive buzz.
3 phases
Titel + Image + conlusieGeneral information and cases
about social media engagement
Case: how an offline crisis spread on social media
Some take-aways
3 phases
Friday August 1st, 21:20h on a Facebook wall
Complaint about Dolfinarium. Woman saw someone who gives her daughter tube feeding. The woman was sent off the terrace by an employee of Dolfinarium because it’s forbidden to take you ‘own food / drink’. This woman is angry that this happened and post it on Facebook.
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Same evening: first reaction of Dolfinarium (22:51)
On Friday evening, Dolfinarium comment on tweets of angry people. On Saturday, they post an official statement on Facebook and Twitter.
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Next day: many shares
On Saturday, the next day, more than 3000 people have shared the Facebook-status. As you can see, the sentiment was very negative.
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Next day:• Crisis! • Two big newspapers in The
Netherlands were bringing the news about the mother who was sent off the terrace.
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Second statement of Dolfinarium
On the same day (Saturday) this was the second statement of Dolfinarium. They say they are confused and will start an investigation. They also said it’s not forbidden to take your own food.
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On Facebookpage: different type of comments
On the left: angry people. On the right: more loyal fans who express their support.
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Sentiment was changing
After the second statement, more people are loyal to Dolfinarium.
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Very transparant customer service
Dolfinarium was interacting with people who asked what happened. Thus the followers of Dolfinarium knew they had nothing to hide.
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After two days, the negative sentiment was gone
Due to the statements, fewer people where talking about the incident
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Last statement: No one knows what happened, but everything is okay. For the parents this commotion was also a negative surprise.
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Learnings• Engagement on Friday and statement on
Saturday were very fast / good• Due to this statements / social media
engagement the sentiment changes• Due to this statement / social media
engagement the buzz decreased• It works to be transparant• Virality is not predictable, the only thing you
can do is to react on them. Just be friendly, relevant and fast!
3 phases
Titel + Image + conlusieGeneral information and cases
about social media engagement
Case: how an offline crisis spread on social media
Some take-aways
3 phases
Tour operators on social media
Most mentioned and most positive mentioned tour operator in The Netherlands
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Arke is the most active tour operator on social media (Twitter and Facebook), Beachmaster is the fastest
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Posts on Twitter and Facebook with pictures results in more engagement than posts without pictures.
So… when people are talking about your brand
• Listen! Improve your company with the insights
• Engage, stay in touch with someone who is talking about your brand. Check:
• Is he/she a client?
• Have you ever been in contact with that person before?
• What are their interests?
• Is it possible to do business? Think of the ‘lead generation’ examples.
• Minimalise a crisis by transparancy: react on questions and post statements. Feed your fanbase with updates.
• A positive and loyal fanbase is very precious during a crisis.
• Measure your image (and your competitor’s image) continously.
Creative College Session
16.00h @NHTV, Breda
Next Tuesday:
@CoostoNL
Any questions?