Gaining insights into the social web@RensDietz

e-travel summit, 2014 oct

About me

3 phases

About Coosto

• Store every social media message

• Search engine for social media

• Customer service on social media

• Source of inspiration: Jacques

Cousteau

• Eindhoven, 2010

• 400+ clients, 70+ employees

Customer service isn’t easy

• Click for video

In the next 20 minutes…

• General information and cases about social media engagement

• Case: how an offline crisis spread on social media

• Some take-aways

3 phases

Titel + Image + conlusie

General information and cases

about social media engagement

Case: how an offline crisis spread on social media

Some take-aways

Why should you listen to social media messages?

• NOT because it’s free

• NOT because my boss said I have to make a Facebook account

• Gain first hand information

• Availability of real-time insights

• Written during or shortly after an experience

• Coming from all your stakeholders

• Contextual: direct identification of situation and relevance

• Increase your business

3 phases

Make customershappy :-)

3 phases

Relevant information, real-time

3 phases

This is perfect!

3 phases

Lead generation

3 phases

Lead generation

• It’s strange but it’s true:

• The days before Valentine’s Day people

are talking about hotels (“I would like to

give my girlfriend a romantic night”)

• Before Valentine’s Day many hotels are

talking about Valentine’s offers on social

• However, they’re not talking with each

other :-(

• Therefore, no deals via social media

3 phases

Monitor your campaign: #holidayspam

Three (UK’s fastest growing mobile network) asked their fanbase to share holidaypictures via #holidayspam

3 phases

Monitor your campaign: #holidayspam

3 phases

Keep the buzz alive: #holidayspam

• Click for video

3 phases

Track your image: Mauritshuis

The online buzz (and positive sentiment) of Mauritshuis in the week theyreopened their museum

3 phases

Compare your image: Landal vs. Center Parcs

People are talking very positive about Center Parcs. However, more often abouttheir biggest competitor Landal Greenparks.

3 phases

Spot some trends around your brand: Efteling

You want to know where people talking about. Related to your brand, but alsorelated to your competitors, for instant their postive buzz.

3 phases

Titel + Image + conlusie

General information and cases

about social media engagement

Case: how an offline crisis spread on social media

Some take-aways

3 phases

Friday August 1st, 21:20h on a Facebook wall

Complaint about Dolfinarium. Woman saw someone who gives her daughtertube feeding. The woman was sent off the terrace by an employee of Dolfinarium because it’s forbidden to take you ‘own food / drink’. This woman is angry thatthis happened and post it on Facebook.

3 phases

Same evening: first reaction of Dolfinarium (22:51)

On Friday evening, Dolfinarium comment on tweets of angry people. On Saturday, they post an official statement on Facebook and Twitter.

3 phases

Next day: many shares

On Saturday, the next day, more than 3000 people have shared the Facebook-status. As you can see, the sentiment was very negative.

3 phases

Next day:

• Crisis!

• Two big newspapers in The

Netherlands were bringing the news

about the mother who was sent off

the terrace.

3 phases

Second statement of Dolfinarium

On the same day (Saturday) this was the second statement of Dolfinarium. Theysay they are confused and will start an investigation. They also said it’s notforbidden to take your own food.

3 phases

On Facebookpage: different type of comments

On the left: angry people.

On the right: more loyal fans who express their support.

3 phases

Sentiment was changing

After the second statement, more people are loyal to Dolfinarium.

3 phases

Very transparant customer service

Dolfinarium was interacting with people who asked what happened. Thus the followers of Dolfinarium knew they had nothing to hide.

3 phases

After two days, the negative sentiment was gone

Due to the statements, fewer people where talking about the incident

3 phases

Last statement: No one knows what happened, but everything is okay. For the parents this commotion was also a negative surprise.

3 phases

Learnings

• Engagement on Friday and statement on

Saturday were very fast / good

• Due to this statements / social media

engagement the sentiment changes

• Due to this statement / social media

engagement the buzz decreased

• It works to be transparant

• Virality is not predictable, the only thing you

can do is to react on them. Just be friendly,

relevant and fast!

3 phases

Titel + Image + conlusie

General information and cases

about social media engagement

Case: how an offline crisis spread on social media

Some take-aways

3 phases

Tour operators on social media

Most mentioned and most positive mentioned tour operator in The Netherlands

3 phases

Arke is the most active tour operator on social media (Twitter and Facebook), Beachmaster is the fastest

3 phases

Posts on Twitter and Facebook with pictures results in more engagement thanposts without pictures.

So… when people are talking about your brand

• Listen! Improve your company with the insights

• Engage, stay in touch with someone who is talking about your brand. Check:

• Is he/she a client?

• Have you ever been in contact with that person before?

• What are their interests?

• Is it possible to do business? Think of the ‘lead generation’ examples.

• Minimalise a crisis by transparancy: react on questions and post statements. Feed your fanbase with updates.

• A positive and loyal fanbase is very precious during a crisis.

• Measure your image (and your competitor’s image) continously.

@CoostoNL

Any questions?