Social Listening in the Travel Category

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Two Social Media Listening Case Studies:

The answer is not Columbia La respuesta no es Columbia

Annie Pettit Chief Research Officer, Peanut Labs

Canada





Collecting Columbia Conversations




Are We Learning? Estamos aprendiendo?

9/12/2013

50%

75%

100%

% Spelled as Colombia


9/12/2013

87%

13%

Colombia

Columbia


Collect ALL the Data Juntar TODOS los datos

• Colombia

• Columbia

• Kolombia

• Kolumbia

• Cities

• Holiday, Trip, Vacation, Travel, Tourism, Visit

• Hotels

• Flights


But don’t collect… Pero no incluir ...


…and don’t collect! ... y no incluir!


Collect the hashtags

#Colombia

#ColombianNews

#ColombianPower

#ColombianPride

#ColombianProblems

#ItsColombia

#ItsColombiaNotColumbia

#VisitColombia

#VivaLaColombia

#BriceInColombia

#MyColombia

#WishIWasColombian

#ProudToBeColombian

#TheAnswerisColombia


Campaign Tracking Seguimiento de Campañas


3 Minute version: http://www.youtube.com/watch?v=i1OS0ibIKaw

http://www.youtube.com/watch?v=i1OS0ibIKaw

http://www.youtube.com/watch?v=i1OS0ibIKaw


30 Second Version: http://www.youtube.com/watch?v=2kTJ8K74CoE

http://www.youtube.com/watch?v=2kTJ8K74CoE















• “Want to try #colombian #food …my bf said is #THE best Help me to #RETWEET please #TheAnswerisColombia”

• “I needed to join Twitter because I heard that there is a chance to win travel to Colombia! @BrandColombia #theansweriscolombia”



#TheAnswerIsColombia

0

50

100

150

200May 2013


Where is the answer? ¿Dónde está la respuesta?

0

50

100

150

200

250

Twitter YouTube Other Commenting News


Brand Perceptions Percepción de Marca



!!


Volume of Conversations Volumen de Conversaciones

0

10000

20000

30000

40000

50000

2011Q1

2011Q2

2011Q3

2011Q4

2012Q1

2012Q2

2012Q3

2012Q4

2013Q1

2013Q2

2013Q3

Canada Colombia


Positive Conversations Conversaciones Positivas

30%

40%

50%

60%

2011Q1

2011Q2

2011Q3

2011Q4

2012Q1

2012Q2

2012Q3

2012Q4

2013Q1

2013Q2

2013Q3

Canada Colombia


Female Travellers Viajeros Femeninos

0%

20%

40%

2011 2012 2013

Incidence Positive Negative

17%


Food / Comida

0%

20%

40%

60%

2011 2012 2013


19%


Outdoors / Al Aire Libre

0%

20%

40%

60%

2011 2012 2013


25%


Physical Harm / Peligro Físico

0%

20%

40%

60%

2011 2012 2013


5%


Beverages / Bebidas

2011 2013


Outdoors / Al Aire Libre

2011 2013


Where to Visit / Donde Visitar

2011 2013


Food / Comida

Present Future?


Famous People / Gente Famosa

Present Future?


Sources of Negativity Fuentes Negativas


Sources of Positivity Fuentes Positivas


Case Study #1 Conclusions

• Don’t know how to spell Colombia

• “#TheAnswerIsColombia” didn’t show up

• But…

• Appreciate food and beauty

• Safer now

• Need more Colombia!


#2 Social Media Listening Case Study:

Battle of the Beauties

Batalla de las Bellezas



Collect the conversations Juntar las conversaciones

• Sofia Vergara

• Sofia Vergera

• Sophia Vergara

• Sophia Vergera

• Sophie Vergara

• Sophie Vergera

• Shakira


99%

1% Vergara

Vergera

94%

6%

SofiaSophiaSophieSofie


Volume of Conversations Volumen de Conversaciones

0

10000

20000

30000

40000

2011Q1

2011Q2

2011Q3

2011Q4

2012Q1

2012Q2

2012Q3

2012Q4

2013Q1

2013Q2

2013Q3

Shakira Sofia


Positive Conversations Conversaciones positivas

10%

30%

50%

2011Q1

2011Q2

2011Q3

2011Q4

2012Q1

2012Q2

2012Q3

2012Q4

2013Q1

2013Q2

2013Q3

Shakira Sofia


Emotions / Emociones

Sofia Shakira


Beauty / Belleza

Sofia Shakira


Hashtags / Etiquetas

Sofia Shakira


TV Shows Series


Which TV Show? Cuál Programa de TV?

Sofia Shakira


TV Show Volumes Volúmenes del Programa

0

2000

4000

6000

Shakira Sofia


TV Show Sentiment

0%

20%

40%

60%

80%

Shakira Sofia


Sentiment is easy! ? Sentimiento es Fácil! ?


TV Show Sentiment

0%

20%

40%

60%

80%

Sofia (Before) Sofia (After)

After azz and Modern

Family


Endorsements Patrocinadores


Brands / Marcas

Sofia Shakira


Beverages / Bebidas

Sofia Shakira


http://www.youtube.com/watch?v=cHYf9BDBmsk

http://www.youtube.com/watch?v=cHYf9BDBmsk


Pepsi Mentions / Menciones de Pepsi

0

100

200

300

2011 Q1 2011 Q2 2011 Q3 2011 Q4 2012 Q1 2012 Q2 2012 Q3 2012 Q4 2013 Q1 2013 Q2 2013 Q3

Shakira Sofia


TV Ads Sentiment Sentimiento de Comerciales

0%

10%

20%

30%

40%

50%

Shakira Sofia

Negative

Neutral

Positive


#2 Conclusions

• Don’t know how to spell Vergara

• Shakira generates more volume but Sofia generates more love

• We love Shakira’s hips and Sofia’s hair

• We love Sofia’s show more but it’s getting close

• We like that Sofia endorses Pepsi


Annie Pettit

Chief Research Officer

Peanut Labs

[email protected]

www.peanutlabs.com

facebook.com/anniepettit

twitter.com/lovestats

linkedin.com/anniepettit

Muchas Gracias!

Business

Social Listening in the Travel Category