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SOCIAL MEDIA MONITORING Polona Černič
Research and Development Department
Key Preformance Indicators
Key Performance Indicators for Slovenian tourism: Overnight stays Export Market Share Nation Brand Index/World
tourism competitive index Satisfaction of international
tourists
Key Performance Indicators for Slovenian Tourism Board: Campaign effects Tourism effect Press/editorial coverage Effective organization Partner satisfaction International communication
platform Employee satisfaction Corporate media coverage in
Slovenia
Social media buzz
Research model
Research model
Monthly Analysis of Statistical
data
Qualitative Research
Social media monitoring
Quantitative Research
Research publications
Social media monitoring
2011-2012: The social media marketing strategy
General monitoring
analytics, Google Insight
Social media monitoring
Listening to people
"Listening" to social media
Social media monitoring
Attentics, Eupinion.
Determine possible outcomes based on
ECSI model Build algorithm
Train algorithm to monitor and search for online posts (opinions) that matches criteria as
set in a step 1. of the proces
Analytical process based on ECSI model
Data cross-checking and filtration
Data is stored into DB
Results (outcome)
Social media monitoring 2012: 30 analysis
Listening to what were people saying about Slovenia in colerations with:
Tourism products
Target markets Target groups
Exposed names (Anže Kopitar,
ect.)
Brand I Feel Slovenia
Events (cultural, sport, etc.)
Annual analysis
Annual analysis 2012
Key words and phrases in connection with the Slovenian tourist offer
5,547,332 analysed opinions
Blogs: 66% Forums: 29% Facebook: 2% Twitter: 3%
Period: 1.1.-31.12.2012
Annual analysis 2012
4. Emotional perception
15%
85%
Positive
Negative
1. Location of users
58% 42%
19-24
25-34
35-44
45-55
55+
3. Age
N=3.475.023
N=87.124 N=5.547.332
2. Gender
Positive perceptions
0
150.000
300.000
450.000
600.000
750.000
900.000
Beautifulunspoiled
nature
Ljubljana issmall but sopleasant andinteresting
Bled isabsolutelywonderful
Excellentopportunitiesfor recreation
in nature(hiking, this)
Slovenia has awonderfulcaves and
naturalenvironment
Many naturalspas
Beautifulmountains
(National Park)
Many historicalsites (castles,architecture)
Portorozvisiting
traditionally
Piran is apicturesque
town, worth avisit
Local wines andcuisine, naturaland delicious
Other
Negative perceptions
N=832.100
0
50.000
100.000
150.000
200.000
250.000
300.000
Not the besttransport links
(train, flightlines)
Vignette price Some hotels aretoo expensive in
the scope andquality of supply
Protests are notshining
reputation forSlovenia
(Slovenia isbecoming
dangerous)
Other
What can we learn from the analysis and understanding of Web users'
opinions?
Optimize existing tourist offer and adjust the actual desires of guests.
Raise consumption and attendance.
Better and easier understanding of guests.
Develop new products.
Thank you!
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