7 Steps To Travel Industry Social Media Mastery by @DrNatalie #DrNatalie

@DrNatalie Petouhoff (Pet-a-dog) @drnatalie

The 7 Steps To Crea.ng Powerful Customer Experiences & Get Social Media ROI

in the Travel and Tourism Industry

www.DrNatalieNews.com

PWC Management Consultant

Top Forrester Social Media,

CRM & Customer Service Analyst

Chief Strategist for Social Media & Digital Communications PR & Marketing Agency

Dr. Natalie’s Background Analyst Rankings:

Write Books or Chapters In OPB

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What Clients are asking me is… How do I Create Powerful Customer Experiences & Get Social Media ROI?

How do I take my social media and digital marketing to the next level?

• Do more of the right things • Put structure around what is unstructured • Benchmark “As Is” • Create a strategy and plan • Track the progress • Gather the right metrics • Get an ROI….

WE HEAR ALL THE HYPE THAT SOCIAL IS GOOD AT INCREASING LOYALTY, ADVOCACY AND REFERRALS.

But many of the brands I work with are disappointed in their results After working with brands, I realized there need to be a way to… •  Get real, accelerated business results from social

•  Reduce the politics and get consensus on best next steps

•  Make smarter decisions and align your team with goals

What I realized was, “How do you know when you are doing the best you can?”

Social Media Capability Calculator

LISTEN = 100

LEARN = 200

ENGAGE = 300

INTEGRATE = 400

OPTIMIZE = 500

What’s your score?

ssss

Putting Structure around

the unstructured TAKES

THE CHAOS

TO ORDER

@drnatalie

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•  Where are we on the Social Media / Customer Experience Adoption Curve?

•  What steps do I take to get to the next level?

•  How do I justify these next steps?”

Step 1: Gather Insights by Monitor & Listening

Step 4: Crea6ng Engaging Content

Step 3: Finding Your Audience

Step 5: Designing S6cky Interac6ons

Step 6: Stop the Poli6cs; Gain Org Alignment

Step 2: Crea6ng a Measurement Program

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NEED A STRATEGY FOR DIGITAL/ SOCIAL CUSTOMER EXPERIENCE

7 Steps To Fast Track Success Step 7: Iterate and Pivot

Based on the UCLA Course

Social Customer Experience Strategy

Step 2: Measurement

Step 3: Audience

Level 4: Content

Step 5: Interaction

Level 6: Organizational Alignment

Step 1: Gather Insights by Monitoring & Listening

Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved

The problem is: …Most of us suffer from the Rodney Dangerfield Affect… …We don’t get enough respect… …We are not empowered with budget and resources to make the changes we know we want to & the company needs to make… …Don’t have the support of executive management…


Step 2: Measurement

Step 3: Audience

Level 4: Content

Step 5: Interaction

Level 6: Organizational Alignment



Social Media is a game changer! The difference? I call it the Witness Factor™!

But…

GO BACK IN TIME… PEOPLE WERE PREDICTING THIS…

There would be… A place in time Where the customer‘s voice The employee’s voice Would start to mean something… And there would be an enabling technology We are here now… This is your opportunity as businesses…


MANY SCHOLARS HAD ADVOCATED TO

LISTEN TO CUSTOMERS, EMPLOYEES, PARTNERS…

As an engineer I…


GO BACK FURTHER…





Does the company: •  Use social media monitoring tools? •  Do they listen to the word-of-mouth in social networks? •  What do they do with information they learn?

Social Customer Experience Strategy Step 1: Gather Insights by Monitoring & Listening


Most everything the business needs to know… •  What’s working •  What’s not working •  What would be better if… Can be seen in

social networks…

•  What are customers saying about your company?

•  What did you learn “Would be better if…” – from the customer’s point of view?

•  What are your CSAT- type scores telling you?

•  Are you using the information you gather to make a better company, products & services?





Best Practices are: •  Using real-time monitoring data to

manage the business •  Share that information with:

•  Executives (CEO, COO, VPs, Directors…) •  Functional Department leads in all

departments •  PR, Marketing, Sales, Service,

Production Innovation, Back Office… •  A digital dashboard for real-time

monitoring, listening, interaction, engagement


Social Customer Experience Strategy Step 1: Gather Insights by Monitoring & Listening Example: Corinthia Hotel 1.  Saw a customer’s tweet

about a nightmare check-‐in process

2.  Quickly assessed the situa6on

3.  There was a large group that had just arrived

4.  The Corinthia Team was listening, saw the tweet

5.  Knew that was not good PR

6. They reached out to the customer in twitter, saying, “They were really sorry to hear about this – it isn’t something that we expect happening in our hotels – so let us help.” 7. They used the Direct Message func6on to obtain informa6on to connect with the customer at the hotel and no6fied the management team at the hotel immediately 8. The issue was quickly resolved and the customer tweeted to their followers:

The problem is often: … Measure the wrong things… …Drive the wrong behaviors: AHT… … Haven’t set-up measurement program to give attribution to social media… ….Don’t know how to measure social media…

Step 2: Crea.ng a Measurement Program



Best practices means having: •  Clear objectives, goals, outcomes •  Building business cases •  A Measurement practice:

•  Efficiency & Effectiveness of •  Traditional PR, Marketing

customer care initiatives •  Then give attribution to what

social media can provide •  And measure the social

media ROI

Step 2: Crea.ng a Measurement Program




HOW WOULD YOU CALCULATE ROI?

Chalk it up to the “Witness” factor

ROI = Benefits - Costs x 100 Costs

WHAT ARE THE

ESSENTIAL ELEMENTS OF A GREAT BUSINESS?

1. LISTEN TO YOUR EMPLOYEES &

CUSTOMERS…

2. CONNECT PEOPLE WHO MAKE DECISIONS

WITH PEOPLE WHO KNOW THE ANSWERS

WHAT ARE THE BENEFITS OF CREATING EXPERIENCES

WITH INPUT FROM THE “CROWD”

Creating better travel experiences and •  Reducing the cost of PR & Marketing •  Increasing the lead conversion rates •  Reducing the cost of sales •  Reducing refunds and/or churn •  Increasing customer lifetime value •  Reducing employee attrition •  Increasing employee productivity

The benefits are…

And because customers: -  Feel heard and -  Are getting what they need…. -  Remember the customer from Corinthia ?

-  For the next three days, he was tweeting all about the hotels -  Became a loyal advocate -  Talked about how much he liked the:

-  Management -  Customer service and

-  The different hotels….

Chalk it up to the “Witness” factor “People believe people like themselves 78% more than advertisers…” Source: Nielsen, Edelman…

When customers have an emotional attachment to a brand and an ownership because they had input- it leads to…

•  Increased positive online ratings

•  Increased customer loyalty •  Increased customer advocacy •  Increased customer referrals via WOM

•  Increased sales

THIS MATTERS BECAUSE WORD OF MOUTH WORKS…

I help companies calculate the ROI of things they thought were too squishy or couldn’t be calculated

ROI of Human Capital

Innovation Social Media…

With Dynamic ROI Visualizer

Calculators &

Dashboards…

The problem is… …Have not identified and established relationships… …With key, target audiences… …To drive better customer experiences & loyalty, advocacy and referrals…




THE GOAL OF THIS STEP IS TO…

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…organically drive word-of-mouth where the customer genuinely and authentically

becomes the voice of the brand and shares their own experiences

about how the service / customer experience has changed their life

in their own words which will result in organic

advocacy, referrals and loyalty as well as sales…

“Markets are Conversations” - ClueTrain Manifesto

YOU CAN REALLY

GET PEOPLE CONNECTED & Engaged

It starts with a brand persona…

•  82% of Travelers trust recommendations from their friend & family

•  74% of US Travelers have a Facebook profile •  33% of Travelers reference social media as a main

source of travel ideas and inspiration

Source: 2013 Portrait of American Traveler’s Study

When you stumble upon a good story, it will: •  move you deeply •  make you squirm •  wake you up •  make you want to share it with your best friend •  make you want to rally to the cause

Once the relationship is created, it leads to purchases in authentic way-- unlike any other marketing technique.”

Top Creative Agencies Use Storytelling Content-- Social Media is a Storytelling Medium

—Neil White President & CEO BBDO Proximity

Reason for good storytelling “content” shows how your product will affect the lives of your buyers

•  Powerful, yet underutilized

•  Humanizes the brand

•  Creates emotional connection to services and offerings

•  Creates the conversation with target audience

•  Drives natural flow through the marketing funnel

Best Practices are to: •  Create a brand persona

•  Define the: •  Characteristics •  Behaviors •  Personality

•  Account Tagline: "A Breath of Fresh Airline” •  They ask their travelers to tag their travel pics

with #virginamerica so we can follow along on your trips

•  Tweet us: @VirginAmerica


Social Customer Experience Strategy Step 3: Finding Your Audience

Example Virgin America Airlines

•  The characteristics and behaviors & personality of the airline is more like a party than a method of transportation

•  It’s fun, its hip… •  Even the lighting is cool… makes the cabin look more like a dance club than an airplane

You know you’ve found your audience when they are the ones telling your story….


Social Customer Experience Strategy Step 3: Finding Your Audience

Best Practices are to… •  Have Social Identities in the contact

management / customer record system •  Study their target audiences

•  Values, biases, attitudinal behaviors, psychographics, motivations and social

•  Always uses this information when interacting with them

•  To make the interactions or events or offerings relevant to them



Customer Name


Best Practices… The interactions are so meaningful that it creates a galvanizing bond… …And Brand Ambassadors

•  Answer questions •  Defend the brand when an

online crisis starts to brew…




The problem is that the content… … is not relevant… ….Does not help customers get what they need… … Doesn’t answers questions, provide help, how-to’s… … and the format and distribution are not effective…

Step 4: Crea.ng Engaging Content



There are 3.5B pieces of content shared per week…. •  This means that your content needs to be

relevant •  But you can’t know what’s relevant if you

haven’t done Step 3 •  Step 3 – Audience Analysis helps you figure

out those target audiences interests •  So content can become fun, indispensible,

sticky….





Content Marketing is 1. creating and distributing relevant & valuable content to: •  Attract •  Acquire and •  Engage customers.

2. A very well defined target market audience with the objective of driving profitable customer action.

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Ask yourself…. How will your content help your audience?

Example: TrufflePig.com

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To Trufflepig is to look. To dig. To unearth and to find. They believe better travel is a result of digging deeper and connecting the right dots…

Their voice & content strategy: the real, the vernacular, the authentic and imaginative, the pungent and confident, the clean and simple.

Example: TrufflePig.com/the-sounder = Online Magazine

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The people who work there: •  Write their own content •  They take their own

pictures

Example: TrufflePig.com Content Gets Media Coverage

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•  And customers love them •  Because they know their

trip was planned by people

•  Who who care as much about your trip as you do

Example: TrufflePig Uses Pinterest to show-off those great pictures of amazing and unusual travel…

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•  And customers love them •  Because they know their

trip was planned by people

•  Who who care as much about your trip as you do

Best Practices are to: •  Use the info in online interactions on

Facebook, Twitter, Blogs, Forums, etc… to create answers / information

•  Populate this content in dynamically updated FAQs, articles, online stories, Tweets, customer-facing knowledge base, in forums…

•  And provide customer service agents with quick access to the same information

•  Use this content to drive better self-service




Best Practices are to: •  Assure the content’s delivery is:

•  Consistent •  Repeatable •  Engaging •  Entertaining

•  Make sure format of the content works on: •  PC, MACs… •  All standard browsers: Safari, Internet

Explorer, FireFox, Chrome, etc… •  Most popular smart phones & tablets… Step 4: Crea6ng

Engaging Content




The problem is that the… … technology, platforms and systems… … use to interact with customers… …to deliver content, capture feedback and enhance interactions… … falls short…


Social Customer Experience Strategy Step 5: Designing S.cky Interac.ons

Some companies have a: Have not really designed their interactions to: •  Engage customers and •  Meet business goals •  Because they have not done the work in

Steps 1-4 •  Step 1: Monitor •  Step 2: Measure •  Step 3: Audience •  Step 4: Content

Step 5: Designing S.cky Interac.ons




Awareness

Consideration

Intent

Purchase

Loyalty

Advocacy / Referral

TV, Radio, Print

Company

Traditional advertising methods •  Create awareness •  Lack accountability •  No individual Social CRM data •  No Brand Ambassador’s WOM •  No loyalty, advocacy or referrals…

Stop

“Half my advertising dollars are wasted, I just don’t know which half.” -- Wannamaker

We’ve shouted at customers

Awareness

Consideration

Intent

Purchase

Loyalty

Advocacy / Referral

TV, Radio, Print

PPC

Stop

However… •  Dependent on ad networks for new

customer acquisition & sales •  It’s costly – 50¢ - $5.00/click •  Only get the customer’s IP addresses

We’ve use Pay-Per-Click to drive sales…

•  No individual CRM/ Social CRM data •  No Brand Ambassador’s WOM •  No loyalty, advocacy or referrals…

Referral

Awareness

Consideration

Intent Purchase

Loyalty

Advocacy

Awareness

Consideration

Intent

Purchase

Loyalty TV, Radio, Print

??????

Company

PPC

Fan Page

Advocacy / Referral

...Perpetual, Full-funnel, Viral Marketing / Sales System…

Driven by Brand Ambassador’s WOM…

What if you could take your traditional funnel and completely transforms it into a…

Referral

Awareness

Consideration

Intent Purchase

Loyalty

Advocacy

…continuously engage a tribe of highly-targeted avid, passionate Brand Ambassadors

and drive your business objectives

You would have a system to drive full-funnel interactions

As Brand Ambassadors

Spread your message

The tribe

grows & so do your

business results….

Referral

Awareness

Consideration

Intent Purchase

Loyalty

Advocacy

Referral

Awareness

Consideration

Intent Purchase

Loyalty

Advocacy

Word of Mouth Goes Exponential

Best Practices are to:

•  The gaming industry has been one of the most successful in social media

•  Use game-based marketing •  Provide Brand Ambassadors the special

treatment and give them content to share •  Provides rewards or points when it’s

designed to authentically engage your audience

•  Consider using something like BambooEngine.com to drive business results with engaged Fans




Example: Cruises Only














ROI & the two business goals were: • Reducing PPC costs • Tracking revenue directly from social media. Social Commerce Revenue/ Sales •  The application provided Cruises with the ability to sell cruises within

Facebook and online •  Cruises averaged at least 1.5 $2,200 cruises per day •  Every transaction can be traced from the original Brand Ambassador

all the way to the shopping cart •  The Result?

•  1.5 cruises x $2,200/ cruise x 30 days/ month = •  $139,972/month Social Commerce Revenue/Sales



Reduction in PPC Costs •  The club started with 44,000 customers •  About 10% of 44,000 or 4,400 customers became Brand Ambassadors •  The Brand Ambassadors in these type of social media portals tended to have more

friends (240) than the average facebook person (130.) 4,400 Brand Ambassadors 240 friends/Ambassador = 1,056,000 impressions The Average Bamboo Brand Ambassador shares 4 posts: 4 x 1,056,000 = 4,224,000 impressions An Average Bamboo Bamboo Brand Ambassador is a 1% click-through rate, resulting in: 4,224,000 x .01 = 42,240 clicks Cruises Pay-Per-Click costs typically = $1.20


Social Customer Experience Strategy But in this application, the clicks averaged .23 cents 42,240 x .23 = $9,715 BambooEngine 42,240 x 1.23 = $50,688 PPC For a Savings of $50,688 - $9,715 = $40,972 / month Net Result was: $40,972 in Cost Savings/mo $139,972 in Revenue/mo 180,944 - $10,000 x 100 = 1,709% ROI

$10,000

The problem is… … No established personnel, model, committee, group, task force to create a social media policy… …No training… …Single individuals in various departments:

•  Are taking it upon themselves •  Are the force behind interacting with

customers in social media…

Step 6: Stop the Poli.cs; Gain Org Alignment






Best practices •  Conduct a social media readiness assessment

•  Have executive’s champion strategies, plans, resources & budget to: •  Drive cross-functional collaboration •  Designate community managers & agents to:

•  Interact with target audiences on all presences •  Answer customer’s comments, concerns & questions •  Resolve / respond in a ways that enhance engagement


Social Customer Experience Strategy Step 6: Stop the Poli.cs; Gain Org Alignment

Best practices •  Offer social media training

•  Especially Gen X & Gen Y •  They’ve never not been connected

•  Make sure to work with Legal •  Provide at least a 1 hour compliance training

Best practices… in case of a crisis, have the following in place:

•  Digital defense preparation plan •  Digital defense response plan •  Digital defense maintenance plan •  Crisis communications planning and messaging/

on/off line •  Issues/crisis "dark sites” •  Digital crisis education •  Online media & blogger relations /outreach •  Post-crisis SEO and SEM •  Digital defense content production





Example: Airbnb •  A community marketplace for travel rentals •  Used by millions of people in 192 countries around the world •  Rent all kinds of lodging—in houses, condos and cabins, castles, tree

houses, igloos… •  Right from the owner






http://images.fastcompany.com/upload/airbnb-celebrates-1000000-nights-booked.jpeg

A key to their success in disrupting a stodgy old hotel industry? •  Using social media to connect with customers •  Took an individual approach and engaged with clients on Twitter and Facebook •  Airbnb crated a rabidly loyal community •  AND Their customer service team, sales team and operations team are all completely socially

integrated

•  Airbnb is an example of how social media can streamline operations •  Give a huge competitive edge




The problem is… …They don’t continually iterate their policies and procedures…

•  Around people, processes and technology •  Or pivot to make continuous, measurable

improvements •  To reach business goals •  While staying in compliance and •  Providing a great customer experience…

Step 7: Pivot & Iterate: Update Social Media Scorecard & Optimize Goals & Plan



Best practices •  Customer Service Executives work directly with

the CEO & COO •  Develop a scorecard that impacts:

•  Customer Service •  Objectives and goals of the rest of the

company •  The Executive Team’s decisions

•  Pivot to make continuous, measurable improvements

Step 7: Pivot & Iterate: Update Your Social Media Scorecard & Optimize Goals & Plan


Step 7: Pivot & Iterate: Update Your Social Media Scorecard & Optimize Goals & Plan


CUSTOMER EXPERIENCE ASSESSMENTS

•  An objective assessment •  Recommendations •  Short & long term strategic •  Short & long term tactical plan

Determine where you are compared to best practices & your competitors…

Social Media / Customer Experience Capability Report

You get…

Top Brand

With your scorecard, You’re ready to go to the next level…

Customer Experience Capability Score Level Step 1: Gather Insights by Monitor & Listening 200 Learn Step 2: Creating a Measurement Program 100 Listen Step 3: Finding Your Audience 300 Engage Step 4: Creating Engaging Content 200 Learn Step 5: Designing Sticky Interactions 200 Learn Step 6: Stop the Politics; Gain Org Alignment 100 Listen Step 7: Iterate and Pivot 100 Listen

You’ll be in a leadership posi6on…

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•  Clear answers and strong guidance •  A dis6nc6ve voice •  A compe66ve advantage

Step 1: Gather Insights by Monitor & Listening






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NEED A STRATEGY FOR DIGITAL CUSTOMER EXPERIENCE

7 Steps To Fast Track Success Step 7: Iterate and Pivot

Based on the UCLA Course

@drnatalie

www.DrNatalieNews.com

For More Informa6on Call: 310.919.8467

THANK YOU