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