presentation: soaring high with social media
TRANSCRIPT
Soaring High with Social Listening Crea3ng a Social Media Strategy for the Airline Industry
TRAVELLERS ARE ALREADY RELYING ON AND CONVERSING ON SOCIAL MEDIA
Travel review websites and web based travel agencies have become the most popular source for travel planning, reviews and decision making.
Social media has provided your customers with a plaCorm to share their voice on mass.
The customer now has the power to have a huge impact on an airline’s reputa3on.
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According to a recent study by TripAdvisor…
Online plaCorms are the main source of travel
informa3on -‐ 92% of people refer to online sources when researching their last trip. ONLY 18% of travellers do NOT BOOK their vaca3ons online
Source: TripBarometer by TripAdvisor - Winter 2012 / 2013
80% of online Americans
say that online reviews help them decide whether or not to purchase a product. Ipsos 2012
IGNORE
You CANNOT IGNORE the Social Conversation
WHAT ARE PEOPLE SAYING ONLINE?
SOCIAL REPUTATION SCORE (SRS)
SRS
% Posi3ve Comments -‐ % Nega3ve Comments
INDUSTRIES SRS
1. Hotels 76 2. Retailers 52 3. Auto 51 4. Consumer Electronics 49 5. Mobile Service Providers 48 6. Insurance 36 7. Airlines 35 8. Shipping 32 9. Banks 29
Align Social Media Monitoring with Business Objec3ves
Become your Community’s Concierge
Provide First Class Customer Service
Be Prepared for Escala3ng Crises
Measure and Report Your Success
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IN THIS PRESENTATION WE WILL SHOW YOU HOW TO:
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Think Global 5
ALIGN SOCIAL MEDIA MONITORING WITH BUSINESS OBJECTIVES
● Iden3fy your business objec3ves across various business units and evaluate whether social media can help you achieve your goals
● One size does not fit all, but social listening can serve varied specific needs ● Business-‐aligned social media strategy jus3fies the business case for inves3ng in
social media monitoring and engagement
CASE STUDY: EMOTIONAL VS RATIONAL
Analysis Luggage Points & Clubs
Emo7onal: Ephemeral and Short-‐Form (Microblogging, Social Networking)
54.4% 37.1%
Ra7onal: Sta<c and Long-‐Form (Forums, Blogs)
33.6% 53.2%
Luggage
Points & Clubs
BECOME YOUR COMMUNITY’S CONCIERGE
● Find out where your community “lives”
o Do your customers engage on Twider, blogs, forums or mainstream news?
o What keywords do they use most? ● Discover top influencers driving
conversa3on.
● Use social media as a tool to crea3vely help tourists plan their vaca3on.
● Inspire, engage, and add value for your community by providing useful insider informa3on & useful facts about the des3na3on.
PROVIDE FIRST CLASS CUSTOMER SERVICE
● Seek out customer issues to establish
real-‐3me communica3on between your brand and your consumers
● Study organic customer service feedback to collect long-‐term insights
● Implement strategies to empower community managers so they can quickly address customer problems.
Use social media to do more than offer up apologies and promote content. SOLVE PROBLEMS.
BE PREPARED FOR ESCALATING CRISES
● Data Spikes: Watch for an unusual influx in nega3ve online conversa3ons pertaining to your brand.
Define what a crisis is for your company, and build a crisis response chart with several levels of severity.
With the right alerts set up in advance, be alerted of crises before they escalate. Base aler3ng on:
● Real-‐Time Feedback: Monitor discussion of your most sensi3ve topics as it happens
THINK GLOBAL
● Do ideas or terms vary by plaCorm or
country?
● Travellers are from everywhere, are going everywhere. Don’t limit your social strategy or reach!
● Travellers don’t disconnect when travelling.
MEASURE AND REPORT YOUR SUCCESS
● Create metrics and key performance indicators to track your social media success.
● Don’t waste 3me tracking informa3on that’s not important to your brand. ● Keep it Simple: One short-‐term goal associated with one KPI at a 3me. ● Where Possible, Break Silos: communicate across departments and leverage
insights across the enterprise.
CAN YOU AFFORD NOT TO BE PART OF THE CONVERSATION?
• Social media has provided your customers with a megaphone to share their voice.
LISTEN ENGAGE
ANALYZE
• Use social listening to keep your finger on the pulse of all conversa3ons about your brand, products or services, or compe33ve research.
• Integrate social listening into customer service, marke3ng, crisis and reputa3on
management, and sales and HR ini3a3ves to achieve business results.
