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THE ROI OF SOCIAL LISTENING L I N K E D I N . C O M / I N / A L I N A M M A R T I N E Z @ A L I M A R T Z
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LIVE FROM THE EYE FOR TRAVEL
CONFERENCE WITH ALINA MARTINEZ
RCI /WYNDHAM WORLDWIDE
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Where RCI Fits
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Key Takeaways
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ROI can mean a series of things
Social listening provides us the capability to engage with new audiences, and shape our online reputation.
Community of advocates = mind share + relevant activation = more performance
SOCIAL L ISTENING & ROI
The Journey
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RCI’s Sentiment Story
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0%
20%
40%
60%
80%
100%
120%
2010 2011 2012 2013 2014
Sen
tim
ent
%
% Positive % Negative
RCI Help
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RCI Help
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Results
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254% GROWTH IN SOCIAL
BRAND REACH
AD PLACEMENTS GENERATED
125,000 VISITS TO RCI.COM
24% GROWTH IN FACEBOOK
FANS
6% CONTENT ENGAGEMENT
RATE
(DOUBLE THE INDUSTRY AVERAGE)
TIMESHARE ONLINE L ISTENING CENTER
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Timeshare Online Listening Center
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Timeshare Online Listening Center
TIMESHARE ONLINE LISTENING CENTER
Enterprise Listening & Analytics
Over 17,000 properties monitored across 10 countries
Supporting 3 languages
35,000+ mentions analyzed monthly
260 customized reports generated annually
100% client retention rate
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Mention Volume Conversation Drivers
Channel Volume
Conversation Categories
Sentiment Review Site Activity
Timeshare Online Listening Center
Some Results
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+17% Higher
Over 175,000 mentions
analyzed in the first half of 2015
Brands That We Listen For Score
RCI VS
ABC NEWS
2 0
RCI was able to activate its community of advocates, and steer a significant amount of positive sentiment in the direction of ABC News.
In early July 2014, ABC World News published a Facebook post soliciting feedback from consumers on their Timeshare owner experience.
2 1
RCI: 1 ABC NEWS: 0
WHY SOCIAL L ISTENING?
Social Listening Fosters Deeper Engagement
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Hear Me
Understand Me
Be Clear, Easy and
Transparent
Know Me
Guide Me Value My
Time
It’s More Important Than You Think
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LISTEN Determine what drives
improvement
FOCUS ON METRICS Generate actionable insights
ACHIEVE OPERATIONAL EXCELLENCE
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linkedin.com/in/alinammartinez @alimartz
