Coosto-presentatie op de e-travel summit in Almere, d.d. 8-10-2014. Vol met travel-cases :-)

1. Gaininginsightsintothe socialweb
@RensDietz
e-travelsummit, 2014 oct

2. Aboutme

3. 3 phases
AboutCoosto
•Store everysocialmedia message
•Search engine forsocialmedia
•Customer service on socialmedia
•Source of inspiration: Jacques Cousteau
•Eindhoven, 2010
•400+ clients, 70+ employees

4. Customer service isn’teasy
•Click forvideo

5. In the next 20 minutes…
•General information andcases aboutsocialmedia engagement
•Case: howanoffline crisis spread on socialmedia
•Sometake-aways

6. 3 phases
Titel + Image + conlusie
General information andcases
aboutsocialmedia engagement
Case: how an offline crisis spread on social media
Sometake-aways

7. Whyshouldyoulisten tosocialmedia messages?
•NOT becauseit’sfree
•NOT becausemyboss saidI have tomake a Facebook account
•Gainfirst hand information
•Availability of real-time insights
•Writtenduringor shortlyafteranexperience
•Comingfromallyourstakeholders
•Contextual: direct identificationof situationandrelevance
•Increaseyourbusiness

8. 3 phases
Make customershappy :-)

9. 3 phases
Relevant information, real-time

10. 3 phases
Thisis perfect!

11. 3 phases
Lead generation

12. 3 phases
Lead generation
•It’s strangebut it’strue:
•The daysbeforeValentine’sDay peopleare talkingabouthotels (“I wouldliketogivemygirlfrienda romanticnight”)
•BeforeValentine’sDay manyhotels are talkingaboutValentine’soffers on social
•However, they’renottalkingwitheachother:-(
•Therefore, no deals via socialmedia

13. 3 phases
Monitor yourcampaign: #holidayspam
Three (UK’sfastestgrowingmobile network) askedtheirfanbasetoshare holidaypictures via #holidayspam

14. 3 phases
Monitor yourcampaign: #holidayspam

15. 3 phases
Keep the buzzalive: #holidayspam
•Click forvideo

16. 3 phases
Track yourimage: Mauritshuis
The online buzz(andpositivesentiment) of Mauritshuis in the week theyreopenedtheirmuseum

17. 3 phases
Compareyourimage: Landalvs. Center Parcs
People are talkingverypositiveaboutCenter Parcs. However, more oftenabouttheirbiggestcompetitorLandalGreenparks.

18. 3 phases
Spot sometrends aroundyourbrand: Efteling
Youwant toknowwherepeopletalkingabout. Relatedtoyourbrand, but alsorelatedtoyourcompetitors, forinstant theirpostivebuzz.

19. 3 phases
Titel + Image + conlusie
General information andcases
aboutsocialmedia engagement
Case: how an offline crisis spread on social media
Sometake-aways

20. 3 phases
Friday August 1st, 21:20h on a Facebook wall
ComplaintaboutDolfinarium. Womansawsomeonewhogivesher daughtertube feeding. The womanwas sent off the terracebyanemployee of Dolfinarium becauseit’sforbiddentotake you‘ownfood / drink’. Thiswomanis angrythatthishappenedandpost iton Facebook.

21. 3 phases
Same evening: first reactionof Dolfinarium (22:51)
On Friday evening, Dolfinarium commenton tweetsof angrypeople. On Saturday, theypost anofficial statement on Facebook andTwitter.

22. 3 phases
Next day: manyshares
On Saturday, the next day, more than3000 peoplehave shared the Facebook- status. As youcansee, the sentiment was verynegative.

23. 3 phases
Next day:
•Crisis!
•Twobig newspapersin The Netherlands werebringingthe newsaboutthe motherwhowas sent off the terrace.

24. 3 phases
Second statement of Dolfinarium
On the sameday(Saturday) thiswas the second statement of Dolfinarium. Theysay theyare confusedandwillstart aninvestigation. Theyalsosaidit’snotforbiddentotake yourownfood.

25. 3 phases
On Facebookpage: different type of comments
On the left: angrypeople.
On the right: more loyalfans whoexpresstheirsupport.

26. 3 phases
Sentiment was changing
Afterthe second statement, more peopleare loyaltoDolfinarium.

27. 3 phases
Verytransparant customer service
Dolfinarium was interactingwithpeoplewhoaskedwhathappened. Thusthe followersof Dolfinarium knewtheyhad nothingtohide.

28. 3 phases
Aftertwodays, the negativesentiment was gone
Duetothe statements, fewerpeoplewheretalkingaboutthe incident

29. 3 phases
Last statement: No oneknowswhathappened, but everythingis okay. For the parentsthiscommotionwas alsoa negativesurprise.

30. 3 phases
Learnings
•Engagement on Friday andstatement on Saturdaywereveryfast/ good
•Duetothisstatements / socialmedia engagement the sentiment changes
•Duetothisstatement / socialmedia engagement the buzzdecreased
•It workstobetransparant
•Viralityis not predictable, the only thing you can do is to react on them. Just be friendly, relevant and fast!

31. 3 phases
Titel + Image + conlusie
General information andcases
aboutsocialmedia engagement
Case: how an offline crisis spread on social media
Sometake-aways

32. 3 phases
Tour operators on socialmedia
Most mentionedandmost positivementionedtour operator in The Netherlands

33. 3 phases
Arke is the most activetour operator on socialmedia (Twitter andFacebook), Beachmaster is the fastest

34. 3 phases
Postson Twitter andFacebook withpictures resultsin more engagement thanpostswithout pictures.

35. So… whenpeopleare talkingaboutyourbrand
•Listen! Improveyourcompany withthe insights
•Engage, stayin touchwithsomeonewhois talkingaboutyourbrand. Check:
•Is he/shea client?
•Have you ever been in contact with that person before?
•Whatare theirinterests?
•Is itpossibletodo business? Thinkof the ‘lead generation’ examples.
•Minimalisea crisis bytransparancy: reacton questionsandpost statements. Feed yourfanbasewithupdates.
•A positiveandloyalfanbaseis verypreciousduringa crisis.
•Measureyourimage (andyourcompetitor’simage) continously.

36. @CoostoNL
Anyquestions?