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Slides from the Oi'14 Masterclass presented by Brandwatch
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Oi 2014 Masterclass
MICHAEL BRACKPOOL & BEN HACKETT
Travel & Hospitality Report 2014
Disruption
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“ Bigger change is looming. Even dissatisfied customers who can’t afford $1000 each time they
want to voice a complaint have already started forming groups online, on platforms that are
specifically being developed to help them get their voices heard... There is simply no time for companies
to kick back and ignore the revolution. ”
Ryan Holmes, HootSuite CEO
Navigating the social media universe presents a number of challenges
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Volume
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Variety
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Velocity
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What if you can’t find what you’re looking for?
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There are other issues too:
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“THE NUMBER OF SIGNIFICANT FINDINGS DON’T REPLICATE THE EXPANSION OF NOISE TO SIGNAL.”
Source/ David Brooks, NY Times
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But it is undeniable that there are significant opportunities:
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•Customer service
•Market and consumer research
•Understanding Brand perception
•Campaign measurement and improvement
•Influencer identification
•Lead generation
•Crisis management
•To infinity and beyond
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How can we help?
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Brandwatch/ Company Overview
1000+Clients in 15 Markets
94% Customer Satisfaction
Twitter Certified Product Supporting
Clients in
27 Languages
World Class Development & Services Team
180Employees
60 Product Developers
7 PhD Staff Members
Rapidly Growing Client Base
137% YoY
International Presence•Brighton
•Berlin
•Chicago
•New York
Brandwatch Analytics
Our flagship product: web based social media monitoring platform
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A reimagining of 1st-gen social media ‘command centres’
Flexible, configurable visual displays of data and insights for varied use cases
Powered by Brandwatch’s flagship social monitoring & analytics platform
Brandwatch Vizia/ Beautiful data at your command
How does the Analytics platform work?
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• Crawl 70M+ sites including key social networks
• 27 languages
• Powerful search operators
• 20Bn + indexed URLs
• Years of historical data
• Automated topic & sentiment analysis in all 27 languages
• Automate common tasks including alerts
• Advanced analytics modules
• Automatic categorisation with rules
• Custom dashboards
• Reporting & alerts
• Action insight via integrations
Campaign Measurement
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Measure the impact of your
campaigns
Influencer Identification & Outreach
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Isolate your most important
& relevant authors
Marketing Research
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Uncover actionable
insights about your market
Competitor Benchmarking
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Compare your position to the
competition
Reputation Management
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Monitor your brand’s
reputation in real-time
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Industry Use Cases
Airlines, Accommodation & Travel Agencies
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Cyclical Nature of Travel Decisions
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Airlines
Volume of customer service data
Traditionally, the Airline Quality Ratings report was the standard, measuring On-Time Arrivals, Denied Boardings, Mishandled Baggage and Customer Complaints to determine quality. Yet the AQR “relied on subjective surveys of consumer opinion that were infrequently collected.”
Challenges
•Evaluating the best means of optimizing the customer experience
•Ensuring you meet the service expectations of your customers
•Competing in a price-first marketplace and justifying price premiums
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What actually matters to your customers?
Airlines looking to optimize their experience can use insights gleaned from social data to understand and adapt accordingly to their customers’ concerns.
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Optimising customer service
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What did we learn?
The rich conversation data now available for airlines to mine through social listening presents a series of opportunities never seen before.
•Listen to customer conversation to truly understand the perception of your brand and align your strategy accordingly
•Identify influencers
•Automatically segment your data into specific categories to better comprehend the quality of your service
•Social can represent a new, responsive and cost effective service channel.
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Accommodation
Researching and understanding a Variety of sources
Hoteliers must both deliver excellent service and understand how social reviews influence their existing and prospective customers.
Current Challenges
•What is being said about your brand online, by who and on which sites?
•How do customers perceive different aspects of your offering?
•How can you use social media to generate new business?
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Social media changes the way we make decisions
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What matters to customers?
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Analysis of Hilton Hotels’ online conversations reveals customer service is the most frequently discussed topic, followed by comfort, cleanliness and price.
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Finding new business in strange places
What did we learn?
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The LateRooms and Hilton Hotels examples show that advanced, granular listening is an extremely powerful weapon for brands to understand what, where and why customers are talking about them online.
•Dissect and isolate your data by site and topic to monitor, in real time, the reviews and reviewers that matter most to you.
•Segment data into different themes to enhance your service offerings and cultivate a positive reputation.
•Use sophisticated Boolean language to identify potential prospects, crises and partnership opportunities.
Travel Agencies
Campaign refinement: at Velocity
By monitoring campaign related discussion brands can optimise campaign impact in real time.
Challenges
•Proving the overall ROI of campaigns
•Differentiating between engagement and profitable business impact
•Deciphering the reaction to your campaigns as they are happening
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“Violins”
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Just over half of all conversation relating to this advert was negative.
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“Getting on your nerves?”
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Expedia’s self-effacing and daring response let customers truly know “we’re listening.”
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What did we learn?
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Intelligent marketers are using emerging technologies and innovative techniques to:
•Measure real time performance
•Track consumer discussion types to understand intent
•Adapt appropriately and quickly if required
•Generate much greater ROI from their marketing spend.
Questions?
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Say hello:
@brandwatch
www.brandwatch.com
UK: +44 (0)1273 358 635
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