Post on 27-Jun-2015
description
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
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
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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
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Monitor your campaign: #holidayspam
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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.
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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.
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On Facebookpage: different type of comments
On the left: angry people.
On the right: more loyal fans who express their support.
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Sentiment was changing
After the second statement, more people are loyal to Dolfinarium.
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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
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Last statement: No one knows what happened, but everything is okay. For the parents this commotion was also a negative surprise.
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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?