presentatie nhtv
DESCRIPTION
Dit zijn de slides van een gastcollege dat ik 8 november gaf op de NHTV. De praktijkvoorbeelden zijn zoveel als mogelijk op de 'leisure' gericht.TRANSCRIPT
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#CoostoTalk
Leisure & Social media monitoring
By: Rens Dietz
@RensDietz
#CoostoTalkNHTV, November 8th
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#CoostoTalk
About myself
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#CoostoTalk
About Coosto • Social media monitoring (insights social media messages)
• Started up in 1999 with datamining on the web, Coosto 2010
• Source of inspiration: Jacques Cousteau. Just like Jacques
Cousteau, Coosto dives deeper to discover more. The only
difference? Coosto dives deep into the digital ocean of the
social web.
• Market leader in the Nederlands with 250+ clients
• With more than 50 employees working in Eindhoven
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#CoostoTalk
• Social networking sites, but also blogs / forums / news sites
• Over four million messages are daily published on the Dutch social networking sites
• 80% of the Dutch population use social networking sites
• Used by all age groups
• Due to the huge amount of users: increment of the quality of analyses
About social media
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#CoostoTalk
Transparancy is key
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#CoostoTalk
Brands has to listen & react• Social media timeline in The Netherlands
• People are talking about your brand
• Not a thread, take advantages of it!
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#CoostoTalk
• First hand information
• Availability of real-time insights
• Written during (or shortly after) the experience
• Coming from all your stakeholders
• Contextual: direct identification of situations and relevance
• Measuring word of mouth advertising
• BRANDS SHOULD LISTEN!
About social media analysis
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#CoostoTalk
• Engagement: online customer service (social CRM, engagement)
• Brand monitoring: continuous insights into your reputation
• Campaign monitoring: real-time insights, reach measurement
• Crisis monitoring: reduce the impact of a crisis
• Competitor monitoring: learn from the buzz around your competitors
• Data research: reveal trends in society
• Product development: learn from the opinion of your products
Applications
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#CoostoTalk
Engagement• Worst wine you’ll ever
get
• Normal Italian wine
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#CoostoTalk
Engagement• Dead mosquito in
sandwitch
• Sorry, we will
compensate!
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#CoostoTalk
Engagement: lead generation• What kind of holiday
should I book?
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#CoostoTalk
Engagement: lead generation• It’s strange but it’s true:
• Before Valentine’s Day many people are talking about hotel nights (“I think I would like to give my
girlfriend / parents a (romantic) night in a hotel on Valentine’s Day”)
• Before Valentine’s Day many hotels are talking about Valentine’s Day (“Please come to our hotel on
Valentine’s Day and get a special offer!”)
• However, there are not talking with each other
• Therefore, no deals via social media
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#CoostoTalk
Engagement: history & bio is important
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Engagement: customers are important
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But, what is customer service if…
• Vacancy: World Wildlife Fund is
searching for an experienced
employee: €125,- a month
• Eh, volunteer
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#CoostoTalk
But, what is customer service if…
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#CoostoTalk
But, what is customer service if…
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#CoostoTalk
Brand monitoring
Failure ->
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#CoostoTalk
Brand monitoring: bankruptcy OAD
• 24k Twitter-messages, average +1000
followers: reach +24k
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#CoostoTalk
Brand monitoring• Who is
talking
about
NTHV?
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#CoostoTalk
Campaign monitoring: Sunweb commercial
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Crisis monitoring
Diabetes Fund will
prohibit the Eid al-Fitr
(Fest des
Fastenbrechens)
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#CoostoTalk
Crisis monitoring
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Crisis monitoring
What’s the rearch of these messages? How many
different authors? What’s a normal buzz during an event
like Project X? Was there a buzz like this in history?
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#CoostoTalk
Competitor analysis
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#CoostoTalk
Competitor analysis: compare
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#CoostoTalk
Competitor analysis: compare
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#CoostoTalk
Competitor analysis: learn
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#CoostoTalk
Competitor analysis: measure
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#CoostoTalk
Data research• January 2012 – June 2012: 72.260 people were talking about their coming holiday
• January 2013 – June 2013: 66.744 people were talking about their coming holiday
• -7.6%
• Total buzz online: +15%
• Same trend goes for leisure parks
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#CoostoTalk
Data research• Websites where people are
talking about leisure parks
• Websites where people talk
about travel in general
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#CoostoTalk
Data research: predicting
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Data research: see the trends• At “Blue Monday” (and other weeks in January) many people talk about booking
there holiday. Why not take this change for advertising / offers?
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#CoostoTalk
Product development
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#CoostoTalk
Product development• People talk very positive about De Efteling. The most mentioned negative message:
‘time’ (waiting for the attraction / waiting at the parking place / waiting for a drink).
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#CoostoTalk
Future of social media monitoring• First of all… dominate everything I mentioned in this presentation.
A very good example? Royal Dutch Airlines
• Prediction (watch Tegenlicht of last week)
• Demographics
• Replacement normal market research
• And measuring…
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#CoostoTalk
Measuring the data• Online buzz
• In compare with competitors
• In compare with the buzz of an earlier moment
• Reach
• Amount of authors
• Sentiment
• However, a good query is key!
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#CoostoTalk
Thank you!
#CoostoTalk
Rens Dietz - @RensDietz
coosto.com - @Coosto
Last video for the Dutchies