before, during and after: how social intelligence is evolving

Brandwatch /Social Media Monitoring

Ali Adams [email protected] | Cell: +1 (415) 635 5973

Before, During and After/ how social intelligence is evolving

Introduction

© 2015 Brandwatch | www.brandwatch.com 2

What is Brandwatch and who do we work with?


Cyclical Nature of Travel Decisions


“ Bigger change is looming. Even dissatisfied customers who can’t afford $1000 each time they want to voice a complaint

have already started forming groups online, on platforms that are specifically being developed to help them get their

voices heard…

There is simply no time for companies to kick back and ignore the revolution.”


Ryan Holmes, HootSuite CEO

Before


So where do we as the consumer go for advice or guidance when booking travel, flights and accommodation?


Creating an intent to purchase query


Top trending holiday destinations coming from the UK consumer


Challenges for airlines include competing in a price-first marketplace and justifying price premiums

A change in landscape meant airlines had to adapt appropriately emphasizing factors like CS, experience, safety and comfort to justify any price premiums


Airline Association with Premium and Low-Cost in Online Conversation


Is it important that airlines market and position themselves appropriately based on their social reputation and expectations?

How does purchase intent BEFORE action is taken differ across industries?


Becks drives the greatest buzz but where does the monetary value sit?

This would also explain a lot…


During


Evaluating the best means of optimizing the customer experienceTraditionally, the Airline Quality Ratings report was the standard measuring the following to determine quality:

• On-Time Arrivals

• Denied Boardings

• Mishandled Baggage

• Customer Complaints

Yet the AQR “relied on subjective surveys of consumer opinion that were infrequently collected.”


Customer conversations relating to in-flight experience

Airlines looking to optimize their experience can use insights gleaned from social data to understand and adapt accordingly to their customers’ concerns.


We just can’t help ourselves but connect through social and update the folks at home


Brandwatch Signals /Unexpected events can happen during travel and vacations


After


Customer conversations relating to post-flight experience


Typically almost one third of mentions display either advocacy or dissatisfaction with the brand they just flew with.

Summary


Brandwatch Vizia/ Social Media Command Centers

© 2015 Brandwatch | www.brandwatch.com

Making real-time social data visible and actionable in corporate headquarters, marketing departments and board rooms worldwide.

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Contact

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Document LimitationThe information given in this document has been checked for accuracy and completeness however Brandwatch shall not be liable for any errors or omissions.

Brandwatch is a trading name of Runtime Collective Limited. Registered in England & Wales: 3898053Sovereign House, Church Street, 1st Floor, Brighton, BN1 1UJ, United Kingdom


before, during and after: how social intelligence is evolving

Social Media

customer experience

inflight experience

customer conversations

social reputation

social data

social intelligence

price premiums

airlines market