MindShift Interactive Social Media Report 2012
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MindShift Interactive Social Media Report 2012

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The Impact of Social Media on Hospitality & Tourism by MindShift Metrics. ...

The Impact of Social Media on Hospitality & Tourism by MindShift Metrics.

Read this report to understand how Airlines & Online Travel Agencies are leveraging Social Media.

MindShift Metrics is the Research division of MindShift Interactive which helps brands understand consumers, competition & forecast trends across Social Media.

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    MindShift Interactive Social Media Report 2012 MindShift Interactive Social Media Report 2012 Document Transcript

    • Page |2LETTER FROM MINDSHIFT INTERACTIVE...I thank all of you for the excellent response to our Social Media Report 2011 on ConsumerSentiments, revolving around Brands leveraging their association with The Formula One 2011. Itgives me great joy to see brands integrate MindShifts shared in our findings within their social mediastrategy.We are determined to make bold statements and create mindshifts and keeping that in mind, ourSocial Media Report 2012 on The Impact of Social Media on Hospitality & Tourism shows the needfor businesses within this booming sector, to be on Social Media and leverage it in an insightfulmanner to their advantage. We have focused upon four key sectors, namely Airlines, Online TravelAgencies, Hotels and Travel Review Sites.The confidence in which we state things at MindShift Interactive is an indication of our deepunderstanding of not just Social Media but also of the consumers and business we touch. Yes, it isour Metrics that give us this confidence to show the way towards sustained engagements andinnovations. Our Social Media Report 2011 on Consumer Sentiments which was implemented acrossbrands that conducted Events is clear indication of the value of our findings, or as we call them,MindShifts. The result for each brand implementing our MindShifts assures sustained digitaloutreach that crossed boundaries of innovation and engagement. Try it for yourself if you haven’talready!This report is a must read for all those within the Travel & Hospitality Industry, as well as thosewishing to offer Social Media within the Airline, Hotel, Online Travel & Travel review sectors.This report drives home the point for all to not just being present on Social Media, but makingyour presence felt!As always, I look forward to hearing from you on the MindShift our report creates for you or yourorganization.ZafarRaisChief MindShifterzafar@mindshiftinteractive.comKnow what’s happening at MindShift Interactive:Website – www.mindshiftinteractive.comFacebook – www.facebook.com/MSInteractiveTwitter – www.twitter.com/Mind_Shifters • MindShift Interactive • Social Media Report 2012 • Impact of Social Media on Hospitality & Tourism • • www.mindshiftinteractive.com • +91-9820071517 •
    • Page |3Table of ContentsExecutive Summary 4Hospitality& Tourism – MindShift Findings 5-7Airline Industry 8 - 27  Airline Industry in India  MindShift Report Findings  Consumer Perception  Platform Wise Distribution  Sentiment Analysis  Social Media Metrics  Key Social Media Findings  Trend Forecasting  Key MindShiftsOnline Travel Agencies 28 – 44  Online Travel Agencies in India  MindShift Report Findings  Consumer Perception  Platform Wise Distribution  Sentiment Analysis  Social Media Metrics  Key Social Media Findings  Trend Forecasting  Key MindShiftsAbout MindShift Interactive 45 • MindShift Interactive • Social Media Report 2012 • Impact of Social Media on Hospitality & Tourism • • www.mindshiftinteractive.com • +91-9820071517 •
    • Page |4Executive SummaryOver the last decade India has transformed into a popular tourism destination in the world, largelyas a result of various initiatives lead by the government. Campaigns like “Incredible India” and “AtithiDevo Bhavo” have showed India in a new light to overseas tourists.According to the World TourismOrganization, India will be a leader in the tourism industry in South Asia with 8.9 million arrivals by2020, emerging as the second most rapidly increasing (8.8 percent) tourism economy in the world,according to World Travel & Tourism.Tourism in India is the largest service industry, with acontribution of 6.23% to the national GDP and 8.78% of the total employment in India. The tourismindustry in India generated about 100 billion US$ in 2008 and is expected to increase to US$275.5billion by 2018 at a 9.4% annual growth rate.The increased dependancy on Social Media bytravellers is growing faster than the travelindustry itself. India’s travel category garnered Leader in the tourism industry inthe second largest share (42%) of total Internet South Asia with 8.9 million arrivals by 2020visitors in Asia, with 17.8 million averagemonthly unique visitors in the 1st quarter of 42 % of Total Internet travel2011.Facebook, Twitter, and YouTube are the inquiries in Asia are from Indiamost popular and effective social medianetworks for marketing within the tourism andhospitality industry, catering to the need of consumers to review brands, locations and read userexperiences, whilst also responding actively to queries and comments.In this report, MindShift Interactive audits & analyzes the Impact of Social Media on Hospitality &Tourism Industry, tracking leading sectors associated with the industry, namely, Airline, OnlineTravel Agencies, Hotels and Travel Review Sites. The basis of selection for these sectors was on thestandard experience of a traveller, starting from chosing his destination, to getting there. Brandschosen within each sector were selected on the basis of their Active Social Media Presence and theMindShift Metrics Scorecard© which covers the outreach across the Social Media Landscape.This Report covers:  Analysis of social mentions tracked across a months timeframe on Hospitality & Tourism  Brand Ranks and their presence on various platforms  Competitive Intelligence across Sectors  Key MindShifts to shift the way the industry moves  Trend Forecasting & Global Benchmarking in various sectors • MindShift Interactive • Social Media Report 2012 • Impact of Social Media on Hospitality & Tourism • • www.mindshiftinteractive.com • +91-9820071517 •
    • Page |5Hospitality & Tourism – MindShift FindingsSocial Mentions - The overall mentions tracked during the timeframe of one month were 19,025across various social media platforms. Conversations were monitored and analyzed across thesesectors: Airline, Online Travel Agencies (OTA), Hotels and Travel Review Websites. Social Mentions - 19025Social Share of Voice–Social Share of each industry is calculated on the basis of IndustryConversations and Overall Conversations tracked.The below shared statistics highlight that Airlines, with 56% conversations, lead the Social Mediaspace, followed by OTA (25%), Travel Review Sites (11%) and Hotels (8%). © MindShift Interactive Airline Industry dominated the Social Media Presence (56%) due to the crisis revolving around Debt & Bailout, Safety Issues and Staff Concerns amongst various Airlines.Social Reach explains the various platforms brands are present on. Twitter, Facebook and Forumswere the leading Social Media Platforms for conversations on Hospitality and Tourism. Given theseplatforms are heavily used towards sharing of comments, reviewing products or services, it throwslight upon the usage of Social Media for this sector. • MindShift Interactive • Social Media Report 2012 • Impact of Social Media on Hospitality & Tourism • • www.mindshiftinteractive.com • +91-9820071517 •
    • Page |6 +82% Conversations on Facebook and Twitter Top Conversations / Platform: Twitter - Current News on Brand / Industry Facebook - Brand Presence Forums - Reviews & QueriesSocial Reactions–7% of the overall conversations were official updates from the Brand itself,informing the consumer about the current happenings or offers and news. The remainingconversations were reactions/ interactions or individual discussions from the consumers. A clearindication that consumers realize the effect of their voice on Social Media, and a point for brands tostart creating routes of channelizing these opinions on specific platforms and creating engagementchannels that ensure grievances are kept at bay. Truly, the rise of Social Influencers would be keyhere. Hospitality & Tourism accounts for 93% Social Media Conversations by the Consumer • MindShift Interactive • Social Media Report 2012 • Impact of Social Media on Hospitality & Tourism • • www.mindshiftinteractive.com • +91-9820071517 •
    • Page |7Consumer Perception– 83 % ofconsumer sentiments werepositive or neutral towards theindustry. Positive conversationswere primarily lead by anexperience that the brandhelped toward enjoying orhappy customer reviews oftheir journey. Queries, sharingof information by the brandwere neutral conversations thatwere shared. Negativesentiments were identified at17% of the overall ©MindShift Interactiveconversations, withconversations dominated on issues related to airline delays and crisis. TG Profiling - Men dominate the social conversations at 79%, with women holding a 21% share of social voice. This is an indication that men are actively involved in making travel decisions and reviewers of the experience. Learning for brands to capitalize on them whilst also creating experiences for women to ensure participations from them increase in tandem.Conclusion - Airlines dominate conversations on Social Media primarily because of the involvementof brands in various controversial issues along with the start and end of the holiday season fortravellers. The need to ensure this part of the industry creates a positive experience is vital, whilstalso ensuring the overall Hospitality & Tourism Industry provides for positive sentiments.Brands must provide for experiences to consumers which are favourable towards changing theirsentiment when they receive announcement of a delay or the shift of a room in a hotel. The rise ofSocial Media Influencers, the correct usage of every platform & innovating on the basis ofunderstanding the consumer pulse will help leverage the industry as a whole and help them ensureconsumers interaction is sustained and not contest lead. • MindShift Interactive • Social Media Report 2012 • Impact of Social Media on Hospitality & Tourism • • www.mindshiftinteractive.com • +91-9820071517 •
    • Page |8Airline Industry AnalysisHospitality & Tourism Industry: Airline Online Travel Agencies Hotels Travel Review Websites• MindShift Interactive • Social Media Report 2012 • Impact of Social Media on Hospitality & Tourism • • www.mindshiftinteractive.com • +91-9820071517 •
    • Page |9Airline Industry in IndiaThe Indian aviation sector is a major economic driver for prosperity, development and employment,with a growth rate of 18 per cent in the domestic market expected to open up various opportunitieson the global front. According to Associated Chamber of Commerce (ASSOCHAM), the Indianaviation industry holds potential to soar high on a growth curve in 2012, poised to emerge as thethird largest aviation market in the world by the end of this decade.One of the key factors that will define the growth of the Industry is how each brand builds andnurtures online communities, leveraging social media networks as effective marketing tools. TheIndustry can engage with its consumers right from the information stage, leading to quick responses,sales and also acting as an effective online reputation manager to resolve complaints oracknowledge customer feedback.Globally, airlines have integrated Social Media in their marketing campaigns leading to an adoptionof an integrated 360 degree marketing strategy.MindShift Interactive conducted a study on the top five social media savvy Airlines, trackingconversations to gain insights on various social media patterns within the industry.Industry Snapshot 56% Conversations on Airline Industry • MindShift Interactive • Social Media Report 2012 • Impact of Social Media on Hospitality & Tourism • • www.mindshiftinteractive.com • +91-9820071517 •
    • P a g e | 10MindShift Report Findings – Indian Airlineson Social Media Air India boasts of being the most talked about brand on Social Media with 50 % share Top 3 Platforms in the Airline Industry: 1. Twitter 2. Facebook 3. Forums & Blogs © MindShift Interactive Spice Jet had the highest Positive: Negative (4:1) Conversation Ratio Conversation Topics on Each Platform 7391 Conversations 2140 Conversations 1151 Conversations © MindShift Interactive• MindShift Interactive • Social Media Report 2012 • Impact of Social Media on Hospitality & Tourism • • www.mindshiftinteractive.com • +91-9820071517 •
    • P a g e | 11Consumer Perception The chart displays the positive, negative sentiments of consumers towards each brand, along with neutral sentiments, displaying that Air India received maximum conversations on Social Media followed by Jet and Kingfisher. Although Air India experiences the highest amount of conversations,they rank with more negative than positive experiences. The same is the case for Kingfisher Airlines.Both the airlines remained in the news due to issues like debt, bailout, frozen bank accounts andemployee/ staff related concerns.On the other hand, although conversations related to Spice Jet are low, consumers seem to have thehigher positive experience with the brand as compared to others. It is important for Spice Jet tobuild upon this by nurturing their influencers, and for others lagging behind to create instances forconsumers to feel good and voice their thoughts about the brand.TG Profiling– With 83% conversations, mendominate the social media conversations for Airlines.Women occupy 17% of the social media space.Consumer discussions largely show Men beingresponsible for taking travel decisions when it comesto booking& chosing the right airline. Clear indicationthat marketing activities need to create targetedefforts towards both. • MindShift Interactive • Social Media Report 2012 • Impact of Social Media on Hospitality & Tourism • • www.mindshiftinteractive.com • +91-9820071517 •
    • P a g e | 12Ratio of Positive: Negative Conversations – Brand AnalysisThe chart below shows the ratio of Positive: Negative conversations by consumers on Social Media.The findings reflect that the most talked about brand may not necessarily be spoken about for theright reasons. Key to balancing this is to constantly stay active and ensure you respond toconsumers, even on negative responses, gracefully. SpiceJet has the maximum Positive: Negative Ratio of 4:1 implying that for every four Positive Conversations, they witnessed one negative conversation. All others equate the conversations. Though SpiceJet was the 2nd least talked about brand, the ratio of Positive: Negative Conversations was the highest • MindShift Interactive • Social Media Report 2012 • Impact of Social Media on Hospitality & Tourism • • www.mindshiftinteractive.com • +91-9820071517 •
    • P a g e | 13Platform AnalysisThe below statistics help us understand the presence of the top three brands in the Airline Industry,over various Social Networks. The charts highlight the number of conversations for each brand onSocial Media, strengthening the MindShift Audit and Analysis. • MindShift Interactive • Social Media Report 2012 • Impact of Social Media on Hospitality & Tourism • • www.mindshiftinteractive.com • +91-9820071517 •
    • P a g e | 14Sentiment Analysis -Top Positive Conversations• MindShift Interactive • Social Media Report 2012 • Impact of Social Media on Hospitality & Tourism • • www.mindshiftinteractive.com • +91-9820071517 •
    • P a g e | 15Top Negative Conversations• MindShift Interactive • Social Media Report 2012 • Impact of Social Media on Hospitality & Tourism • • www.mindshiftinteractive.com • +91-9820071517 •
    • P a g e | 16Social Media MetricsWe tracked the Social Media presence of the five airlines, analyzing the objective, activeness of thebrand and the strategic approach chosen, with respect to campaigns, platform integration andresponse management, resulting in a thorough Social Media Audit.The MindShift Metrics Scorecard® shares insights on each brands Social Media presence, via pre-defined and proven Metrics. The scores aligned to each metric provide for a sustained and insightfuldigital outreach for brands which come from an understanding of the consumer and business.Metrics defined for each platform take into consideration the qualitative (content, creative’s, etc)and quantitative (fan numbers, outreach, interactions, etc) features of the platform.The sum of all scores together aligns a Rank to the Brand thus leading us to the insights of whichbrand dominates on social media and the reasons behind the same.The table below displays the MindShift Rank* for Airline brands, highlighting that Jet Airways leadsthe social media space followed by SpiceJet and Kingfisher. Air India and Go Airare at the bottom ofthe chart, showing their need to get onto the bandwagon and make their presence felt. Airlines MindShift Metrics MindShift Rank Scorecard® Jet Airways 1 52.5 Spice Jet 2 49 Kingfisher 3 41 Air India 4 23 Go Air 5 16.5 ©MindShift Interactive*For a detailed understanding of the Ranking process, please refer to our Research Design – MindShift Metrics ScorecardSection.MindShift Metrics Scorecard® and our Social Media Audit helpsyou gain deeper insights on the following:1. Platform Analysis2. Strengths and Weakness of each brand on Social Media3. Global Trend Analysis and Forecasting • MindShift Interactive • Social Media Report 2012 • Impact of Social Media on Hospitality & Tourism • • www.mindshiftinteractive.com • +91-9820071517 •
    • P a g e | 17Jet Airways - MindShift ScoreCard®Rank - 1Score – 52.5/100Airlines Social Reach Jet 7 19 12.5 4 4 4 2 NA NAAirwaysJet Airways leads the Social Media Space with the highest rank of 52.5 – MindShiftScorecard®Leaders on Social Media with Higher Outreach, Innovators & Active Presenceacross PlatformsFacebook Insights – With over 3, 18,000 Fans, Jet Airways leads the way on Facebook –LOW Engagement Ratio of 2.4%Content Mix - Intelligent & Interestingly postedAir Schedules, Fares, CorporateInformation, Awards, Jet Privilege, JetEscapes, Festive Wishes, Popular Destinations &Travel TipsCampaign Strategy – Big Campaigns are missing, though the brand balances thepresence with helpful information for the customer. Integration of innovative campaignscould help increase the engagement ratio on Facebook.Twitter, with more than 11,000 Followers is positioned as a CRM Key Focus:Platform. Redirect traffic toObjective: Effective Response Management within a WebsiteTimeframe, taking the conversations off the timeline via DMs andCustomer CareAn active Foursquare Account with over 2700 Followers and 552 Tips shared. The ONLYACTIVE airline brand on FoursquareEarly Adopters on Social Media, with usage of QR (Quick Response) for the Smartphoneusers • MindShift Interactive • Social Media Report 2012 • Impact of Social Media on Hospitality & Tourism • • www.mindshiftinteractive.com • +91-9820071517 •
    • P a g e | 18SpiceJet - MindShift ScoreCard®Rank – 2Score – 49/100Airlines Social ReachSpiceJet 7 20.5 12.5 4 1 2 1 1 NASecond Most Active Airline on Social Media with a Rank of 49 – MindShift Scorecard©Creative Innovation on Social Media, with customized look on various Social MediaPropertiesFacebook Insights – With over 3,07,000 Fans, SpiceJet is the second highest brand witha high Facebook Reach – Engagement Ratio of less than One Percent – VERY LOWContent Mix - The updates are more Informative and more updates are leading to lesserreactions on each updateInformation about Flights, Destinations – Linked to WebsiteCampaign Strategy – Innovative Travel Campaigns + Interesting Content Mix + RegularCampaigns could lead to higher engagement on the Fan PageTwitter, with more than 2200 Followers is positioned as a CRM Twitter CRMPlatform. Approach differsObjective: Handle Queries on the timeline and Public with each AirlineDomain within a timeframe Brand86,000 Views over 12 Uploads - SpiceJet YouTube Channel includes TVCs and some onground videos from the AirlinesSocial Media Presence across 7 Platforms – BUT Active only on three platforms • MindShift Interactive • Social Media Report 2012 • Impact of Social Media on Hospitality & Tourism • • www.mindshiftinteractive.com • +91-9820071517 •
    • P a g e | 19Kingfisher Airlines - MindShift ScoreCard ®Rank - 3Score – 41/100Airlines Social ReachKingfisher 5 14.5 12.5 4 NA 4 NA 1 NAKingfisher Airline ranks third on Social Media, with a score of 41 – MindShiftScorecard®The Social Reach of the Brand extends to FIVE PlatformsFacebook Insights – With over 1, 24,000 Fans, Kingfisher does have a considerableshare of Fans on Facebook – Engagement Ratio of approximately 1% indicates LOWRESPONSEContent Mix - Daily 1 -2 informative updates ONLY Brand Specific are done. Informationabout Flights, Destinations – Linked to WebsiteBrand needs to work on Content Strategy with Interesting, innovative & engaging contentCampaign Strategy – Concepts like Wonderful Wednesdays and Earn King Miles arecommunicated via the updates.With over 14, 200 Followers, Kingfisher leads the Twitter KingfisherPresence amongst Indian Airlines Airlines is theContent Mix – Customer Care, Facebook Updates synced, No. 1 IndianRetweeting Quotes from Kingfisher Authorities & Sharing News Airline Brand on TwitterThe Brand leverages Twitter to keep its customers updated about the current happenings /clarifications on controversies about the companyNo Individual YouTube presence for Kingfisher Airlines, content shared overOfficial Kingfisher Channel • MindShift Interactive • Social Media Report 2012 • Impact of Social Media on Hospitality & Tourism • • www.mindshiftinteractive.com • +91-9820071517 •
    • P a g e | 20Air India - MindShift ScoreCard ®Rank - 4Score – 23/100Airlines Social ReachAir India 4 7.5 3.5 5 NA 3 NA NA NAAir India ranks fourth in the Social Media Race, with a score of 23 on MindShiftScorecard©Air India is the ONLY Government owned Airline, with a LOW Social MediaPresenceFacebook Insights – With over 770 Fans, Air India still needs to reach out to its TG anddevelop a Fan Base on Facebook – An Engagement ratio of 4% is due to low reach on FBContent Mix – No routine/schedule is followed on Social Media and updatesLatest news from the industry or the airlines is the only shared content on the fan page,leading to fewer interactions on the fan pageCampaign Strategy – Brand needs to explore the medium and capitalize the mediumwith innovative ideas and campaigns. The current approach has Campaigns MISSING inthe planA Basic Twitter Presence with over 340 followers and ONLY 5 Tweets till dateNo Bio or Description to describe or validate its presence on the platform. Zero ResponseManagement or Customer Care activities are done via Twitter. Air India had expressed last year on April, 2011 to have an Active Social Media Presence. As we complete a year after the announcement, the Airline seems to be moving at a slow pace • MindShift Interactive • Social Media Report 2012 • Impact of Social Media on Hospitality & Tourism • • www.mindshiftinteractive.com • +91-9820071517 •
    • P a g e | 21GoAir - MindShift ScoreCard®Rank - 5Score – 16.5/100Airlines Social ReachGo Air 3 7.5 5 NA NA 1 NA NA NAGo Air ranks the lowest amongst the Indian Airlines with a score of 16.5 – MindShiftScorecard©Brand seems to have an UNDEFINED Approach on Social MediaFacebook Insights – With over 2400 Followers and an Engagement ratio of 2% the brandyet needs to explore Facebook, with respect to Fan Base and Consistency on the platformContent Mix – Less Activity & Poor Response Management on Fan Page, leading to a senseof agitation among the customersNo specific themes or campaigns have been integrated on social mediaCampaign Strategy – MISSING Aspect by the BrandA Basic Twitter Presence with over 445 followersUnlike other airlines, Twitter does not manage or address any grievances online.Tweets only redirect followers to Facebook and then to their preferred service, thusincreasing the steps in a consumer’s surfing pattern. • MindShift Interactive • Social Media Report 2012 • Impact of Social Media on Hospitality & Tourism • • www.mindshiftinteractive.com • +91-9820071517 •
    • P a g e | 22Social Media Findings – MindShiftMetrics Social Media Platforms are a MEDIUM for Airlines Twitter is the leading platform to lead customers to their WEBSITE with maximum Social Media ConversationsJet Airways leads Twitter due to its active presence and response mgmt Air India is the most talked about brand due to Aviation Regulations/ Controversies Jet Airways leads the Social Media Universe with an active presence on 7 Platforms Twitter is primarily used as a CRM platform, though each brand adopts a different communication route Consumers prefer Social Media YouTube is the least leveraged Social Media SpiceJet leads the Platforms Platform by Indian Airlines Facebook Presence over Forums, due to quick through effective response and integration of Effective Engagement on Facebook engaging platforms, creatives is MISSING! activities and intelligent Content Mix• MindShift Interactive • Social Media Report 2012 • Impact of Social Media on Hospitality & Tourism • • www.mindshiftinteractive.com • +91-9820071517 •
    • P a g e | 23Trend ForecastingGlobally, airlines are one of the most active sectors on Social Media. Key business goals such asCustomer Care, identification of loyal customers, increase in sales via E-Commerce and engagingwith fans are catered to on Social Media. The medium serves as a heavy consumer care platform.Unlike Indian airlines, global players have realised the true potential of the medium and evolved intointegrating it across other marketing channels whilst also adopting innovative campaigns to trulygenerate an ROI.We studied the global presence of a few International Airlines like Southwest, American Airlines,Delta and Virgin America to share a few insights that could serve as learning by Indian Airlines.Global Trends- 1. Social Advocacy: Most of the brands track conversations on Social Media, segregating them into Positive and Negative Conversations. The negative conversations are flagged instantly but the positive conversations only make it to the reports/testimonials sections. Taking a leap ahead, Global Airlines have leveraged the concept of Social Advocacy by rewarding their loyal fans with virtual points, which can be redeemed in the real world. Social actions like tweeting about your experience, writing a review or checking in via Foursquare, MindShift Insights – Did you know that can lead to discounts, free admission to 75% of frequent flyers would fly an the lounge or various additional airline if it is recommended by a friend, benefits from the airlines. rather than flying the cheapest one. Virgin Atlantic revamped its Social Media Community Vtravelled and rewarded its frequent flyers using gaming mechanisms to engage with their 1.8 million flying club members. Air New Zealand incentivized its loyal flyers by free admission to the Lounge by showing their Mayor Status and Boarding Pass. Virgin America and Jet Blue have also banked on the same concept. Miles Millionaire was another concept explored by British Airways & American Airlines where loyalists were rewarded 20,000 Bonus Miles with a contest connect to the activity. The Reviews and Testimonials act as a referral system, extending the brands reach and trust circle on Social Media. Thus tapping the influential network of your loyal and frequent flyers is one of the strategies adopted by Global Airlines. • MindShift Interactive • Social Media Report 2012 • Impact of Social Media on Hospitality & Tourism • • www.mindshiftinteractive.com • +91-9820071517 •
    • P a g e | 24 2. Conversations on Each Platform: Identifying the need and customizing each platform as per its capability is a prerequisite before aligning social media strategies. Facebook is used as a One Stop Medium for Information, Innovation and Integration, syncing it with other platforms. Brands like Southwest and American Airlines have integrated a Recommend Us feature as soon as an individual ‘Likes’ the fan page, thus leveraging the opportunity and increasing the fan base. Campaigns, Contests and Videos are created on a regular basis to create sustained engagements. Twitter is used as a CRM Platform where each brand has a pre-defined approach. American Airlines has three Twitter handles, each dedicated to cater to a set Target group: @AmericanAir - Thanks for checking in! Send your praise, concerns and suggestions to the link below to ensure an appropriate response from American Airlines. @AAdvantage - The official AAdvantage Twitter feed, a community dedicated to all the ways to earn AAdvantage miles! @AdmiralsClub - American Airlines Admirals Club membership lounges span the globe and provide a respite from the concourse The response time taken by Global Airlines to respond to a query on an average is an hour. The quick response strategy demonstrates that airlines are certainly taking Customer Service seriously on Twitter. Tapping the potential of Video networks such as YouTube is seen effectively through Southwest Airlines who have a dedicated YouTube channel called NutsAboutSouthwest. With over 316 Uploads, 7 million views and 4000+ Subscribers the airline uploads videos of their experiences, testimonials, campaign ideas and contests. Foursquare integration is seen through a successful campaign by KLM Airlines - An experiment on how happiness spreads to surprise their customers. KLM installed a “Surprise Team” who would track the Check-Ins at various airports, Counter-Google about the person via their Social Profiles, decide on a creative gift and surprise them by giving it to them before their journey starts. One of the most innovative campaigns with an integrated foursquare plug-in, KLM Surprise Campaign merged online concepts with an offline connect to spread their acts of kindness.• MindShift Interactive • Social Media Report 2012 • Impact of Social Media on Hospitality & Tourism • • www.mindshiftinteractive.com • +91-9820071517 •
    • P a g e | 25 3. Innovation is the key: Southwest Airlines welcomes its Fans on Facebook with a Fare Play Concept, where the Airlines talks about its No Change Fees and Bags Fly Free services. Driving home the core point and giving you reasons to join makes for the perfect welcome tab. Having been in the social media space longer than most players allows them with the ability to innovate further and use the medium to greater advantage. Content created by the brand also showcases the thought- through approach and an underlying reason behind them. Attributes which truly come out of having matured in the industry. 4. Research & Insights:Global brands understand that Social Media offers vast amounts of data which could be used to their advantage. They understand that sentiments cannot be gathered simply through a tool and hence incorporate it with their campaigns and content which translates into an analysis for future strategic approaches. A trend worthy of adoption in India by the Airline Industry on Social Media will be towards customer redressal, with brands enticing them to voice out their positive experiences, even if it requires constant gratification. This, we feel, will only be possible when brands learn to understand their consumers on social media before creating strategies towards marketing to them.• MindShift Interactive • Social Media Report 2012 • Impact of Social Media on Hospitality & Tourism • • www.mindshiftinteractive.com • +91-9820071517 •
    • P a g e | 26Key MindShiftsSocial Media Opportunities keep evolving, changing the perception of hundreds of people whocommunicate and share information. It would be crucial for brands to monitor this fast evolvingprocess and leverage the data sourced through Social Networks. Brands would be expected to leadrather than follow, listen rather than dictate and create a social community of trusted influencers.Our analysis concludes with 8 Key Takeaways for the Airline Industry that would help brandsleverage Social Media. 1. Be Approachable: Brands need to identify the value that Social Media offers, and accordingly integrate the medium in its marketing plan. Creating an outreach which offers consumers with a two-way communication model is the need of the hour and is only possible when they begin to understand the pulse of the consumer and deliver strategies accordingly. 2. Different Platforms.Different Objectives: Every social network caters to needs to every business separately, and hence, it is important to customize usage. For the Airline Industry, Twitter plays a vital role in customer relations, engagement while their customers are at the airport as well as while offering specific deals to targeted users. Similarly, YouTube plays a role in showing consumers an experience visually, prior to experiencing it live, satisfying an important channel of decision making. 3. Consistency is the Key: Once a brand enters Social Media and creates a considerable klout, it is important to maintain the same on an ongoing basis, in a thought-through manner. Brands who get lost mid-way or fail to engage their consumers after the end of a contest tend to stop activities and go back to the drawing board. This may harm brands more than they can imagine. Hence, keeping a consistent engagement pattern is the advisable route to take. 4. Avoid a Crisis! Social Media can help you resolve a crisis and even avoid one. A socially active presence where queries are heard, complaints are resolved and feedback is used constructively is key to managing and maintaining the reputation of a brand, whilst also creating a happy experience with the consumer. 5. Define an ROI: Everything requires deliverables to be aligned with well defined goals and key performance indicators to assure a satisfactory ROI. KPIs may be Higher Engagement Ratio, Lower Response Time, High Outreach content, etc. 6. Explore Location Based Platforms: Location Based platforms are the least explored within India but have amazing potential within the Airline Industry. Looking at global players leveraging this medium to the optimum, it’s a learning we must adopt and build upon. 7. Listen – Control the medium by listening and analyzing the conversations that take place and the tonality that suits your brand before you start talking. People will talk to you if you understand their sentiments and the way they prefer to talk on Social Media. Constant tracking of conversations via tools and analysing the same through social research specialists is the way to a successful Outreach. • MindShift Interactive • Social Media Report 2012 • Impact of Social Media on Hospitality & Tourism • • www.mindshiftinteractive.com • +91-9820071517 •
    • P a g e | 27 8. Social Loyalty Programs – Your audiences are experiencing your brand day in and day out on Social Media. Whilst they love to share negative experiences, their mentions of the positive ones are rare. Create instances for your consumers to “share” via loyalty programs and special associations. Build a healthy base of influencers & nurture them into the voice of your brand.• MindShift Interactive • Social Media Report 2012 • Impact of Social Media on Hospitality & Tourism • • www.mindshiftinteractive.com • +91-9820071517 •
    • P a g e | 28Online Travel Agencies –MindShift Analysis Hospitality & Tourism Industry: Airlines Online Travel Agencies Hotels Travel Review Sites • MindShift Interactive • Social Media Report 2012 • Impact of Social Media on Hospitality & Tourism • • www.mindshiftinteractive.com • +91-9820071517 •
    • P a g e | 29Online Travel Agencies in IndiaE-Commerce in India has been growing exponentially in the last decade and is likely to grow year onyear, leading to a growth in the trade market. One dominant factor in this growth journey has beenthe contribution of Online Travel Agencies (OTA). With more than 80% of the transactions in thissector, Online Travel Agencies contribute a major share in the E-Commerce Industry.Online Travel Agencies sell travel products and services on behalf of suppliers that include bookingsfor hotels, airlines, railways, sightseeing tours, etc. According to Government of India, Ministry ofTourism, India witnesses more than 740 million domestic tourism visits annually. An avid travelleralways looks for bargain opportunities while purchasing/booking hotel or air tickets, thusemphasizing the role of Online Travel Agencies that provide services/ offers at competitive pricing.The term "Online" on its own implies how important it is for Online Travel Agencies to leveragethemselves on the social media arena to stand out from the crowd and, ofcourse, garner newbusiness. The OTA portals can achieve new heights of conversations in Social Media, bridging the gapbetween consumers and travel agencies.MindShift Interactive conducted a study on the Top 5 Online Travel Agencies in India that are activeon Social Media, observing their social media patterns & social media optimization strategies toincrease traffic/leads/sales, etc. Online travel Agencies have gathered 25% of the Social Media Conversations • MindShift Interactive • Social Media Report 2012 • Impact of Social Media on Hospitality & Tourism • • www.mindshiftinteractive.com • +91-9820071517 •
    • P a g e | 30MindShift Report Findings – Online TravelAgencies on Social Media Most Talked About - MakeMyTrip (29%) Least Talked About - Cox & Kings (10%) Facebook, Twitter & Blogs were the top three platforms that defined conversations in the OTA Sector Most Interactive Sector in the Tourism Industry Conversation Topics on Each Platform 1690 Conversations 2910 Conversations 27 Conversations 47 Conversations• MindShift Interactive • Social Media Report 2012 • Impact of Social Media on Hospitality & Tourism • • www.mindshiftinteractive.com • +91-9820071517 •
    • P a g e | 31Consumer Perception MakeMyTrip has the highest number of conversations in the Sentiment Analysis. The Positive to Negative ratio shows higher Positive sentiments, drafted out of a strategic route of ensuring consumers share their experience as well as due to the consumer acceptance and appreciation towards the OTA sector which makes online booking an easy experience. Positive: Negative Ratio – OTA MakeMyTrip – 3: 1 Yatra.com – 9: 1The chart besides shares the Sentiment of each brand, Cleartrip – 2: 1reflecting that Ixigo had the Highest Positive ratio Ixigo – 16: 1followed by Yatra and Cox and Kings. Cox & Kings – 12: 1TG Profiling for OTA – With 77% conversations, mendominate the social media conversations and womenoccupy 23% of the social media space with theirthoughts. A category dominated by men as influencersand decision makers when it comes to finalizing andbooking online. Identifying & nurturing such influencersis key to creating evangelists for a brand and standing outfrom the massive number of brands offering online travelsolutions.Most Interactive Sector in Hospitality & Tourism: Thebelow chart highlights that Online Travel Agencies are the most interactive and responsive, ascompared to Airline, Hotels & Travel Review Sites. When it comes to responding to complaints orguiding consumers towards specific packages, they were the most active and spontaneous. Industry leader with 837 conversations with consumers • MindShift Interactive • Social Media Report 2012 • Impact of Social Media on Hospitality & Tourism • • www.mindshiftinteractive.com • +91-9820071517 •
    • P a g e | 32Platform AnalysisThe below statistics help us understand the presence of the top three brands in the Online TravelIndustry over prominent Social Networks. The charts also highlight the number of conversations foreach brand on Social Media, strengthening the MindShift Audit and Analysis.It is visible from the above that Makemytrip.com over powers all social networks but fails to make amark as impressive as Yatra.com, on twitter. • MindShift Interactive • Social Media Report 2012 • Impact of Social Media on Hospitality & Tourism • • www.mindshiftinteractive.com • +91-9820071517 •
    • P a g e | 33Sentiment Analysis -Top Positive Conversations• MindShift Interactive • Social Media Report 2012 • Impact of Social Media on Hospitality & Tourism • • www.mindshiftinteractive.com • +91-9820071517 •
    • P a g e | 34Top Negative Conversations• MindShift Interactive • Social Media Report 2012 • Impact of Social Media on Hospitality & Tourism • • www.mindshiftinteractive.com • +91-9820071517 •
    • P a g e | 35Social Media MetricsWe tracked the presence of five online travel agencies, analyzing the objective, activeness of thebrand and the strategic approach chosen, with respect to campaigns, platform integration andresponse management, resulting in a thorough Social Media Audit.The MindShift Metrics ScoreCard® shares insights on each brands Social Media presence, via pre-defined and proven Metrics. The scores aligned to each metric provide for a sustained and insightfuldigital outreach for brands which come from an understanding of the consumer and business.Metrics defined for each platform take into consideration the qualitative (content, creative’s, etc)and quantitative (fan numbers, outreach, interactions, etc) features of the platform.The sum of all scores together aligns a Rank to the Brand thus leading us to the insights of whichbrand dominates on social media and the reasons behind the same.The table below displays the MindShift Rank for Online Travel Agencies in India, highlighting thatMakeMyTrip leads the social media space followed by Yatra.com & Cox and Kings. Cleartrip and Ixigoare at the bottom with a very basic presence on social media. Online Travel Agencies MindShift Metrics MindShift Rank ScoreCard® MakeMyTrip 1 59 Yatra.com 2 54 Cox and Kings 3 46.5 Cleartrip 4 38 Ixigo 5 36.5 © MindShift InteractiveMindShift Metrics Audit below justifies the ranking of the Social Media Presence along with platformwise content and campaign analysis for each brand.MindShift Metrics ScoreCard® and the Social Media Audit helpsyou gain deeper insights on the following:1. Platform Analysis2. Strengths and Weakness of each brand on Social Media3. Global Trend Analysis and Forecasting • MindShift Interactive • Social Media Report 2012 • Impact of Social Media on Hospitality & Tourism • • www.mindshiftinteractive.com • +91-9820071517 •
    • P a g e | 36MakeMyTrip – MindShift ScoreCard®Rank - 1Score – 59/100OnlineTravel SocialAgency ReachMakeMyTrip 8 22 12 6 3 3 2 1 2MakeMyTrip has the maximum reach with presence on 8 PlatformsIndependent page termed as MakeMyTrip Deals to leverage Social Media opportunitiesFacebook Insights– With over 3, 35,000 Fans, the page has an Engagement Ratio ofless than 1% - LOW as compared to Industry standard of 5 – 10%Content Mix - Packages Information, Just for Fun Updates, Guess the Destination, PhotoFridays, Offers & TriviaCampaign Strategy - Concepts like Fan of the week, Top 100 Fans (IntegratedApplication) and Trip Planner keep activities aliveTwitter - Combined Reach of over 2500+ Followers through Two ONLY Brand inprofiles (@MakeMyTripDeals& @MakeMyTripCare) OTA to have a dedicated TwitterFOCUS – Sharing Information + Website Links + Customer Care handle for Customer CareWith over 29,000 Views on 136 Uploads, YouTube Channel is updated with TVCs, Hoteland Destination VideosAn active Foursquare Account with 1028 Followers and 102 Tips shared, further shared byfollowersPresentations & Pictures of Tourist Attractions & Must Visits for Domestic/ InternationalDestinations shared via Slideshare • MindShift Interactive • Social Media Report 2012 • Impact of Social Media on Hospitality & Tourism • • www.mindshiftinteractive.com • +91-9820071517 •
    • P a g e | 37Yatra.com – MindShift ScoreCard®Rank - 2Score - 54/100 Online Travel Social Agency ReachYatra.com 7 21 14 5 NA 2 1 2 2 Yatra.com has a Social Reach across 7 PlatformsFacebook Insights– Yatra.com has over 2,17,ooo fans on Facebook, with 4% ofEngagement RatioContent Mix - Trivia about Destinations, Questions with Options, Campaign updateslinked to Application, Travel Packages InformationCampaign Strategies - Creating #MindShift with ideas Learning Europe (Innovative,Informative & Relevant), Happy Travel Movie Application, Yatra Travelometer andIntegration with Booking ServicesAn active Twitter Presence with over 2200 Followers. Synced with Facebook Activities,with a customized approach for Twitter shows the right balance of cross marketing &customized marketing.Popular Hash tags - #HappyTravel & #TravelTipPlatform is leveraged to respond to queries or complaintsYouTube Channel features 36 Videos and over 6,000 views till date with content such asTVCs, Campaign Videos (Travel-O-Dance), Domestic/ International Destinations. Aplatform still awaiting further exploration by the brand, and industry. • MindShift Interactive • Social Media Report 2012 • Impact of Social Media on Hospitality & Tourism • • www.mindshiftinteractive.com • +91-9820071517 •
    • P a g e | 38Cox & Kings – MindShift ScoreCard®Rank - 3Score – 46.5/100 Online Travel Social Agency ReachCox and 6 19.5 12 4 NA 2 NA 1 2KingsCox and Kings India – Social Reach across 6 PlatformsFacebook Insights - 33,000 Fanswith 2 fan pages, Cox and Kings India (for brand outreach)&Cox and Kings Deals (for promotions), with engagement ratios of 3% & 32 % respectivelyContent Strategy is similar on both the pages and redundant at times. Diversification ofproperties also leads to Confusion amongst Consumers. Brand needs to focus on one property.1310 followers on Twitter - Interaction and Engagement is keyYouTube has over 8,000 Views across 29 Uploads with interesting content on domestic andinternational destinations. • MindShift Interactive • Social Media Report 2012 • Impact of Social Media on Hospitality & Tourism • • www.mindshiftinteractive.com • +91-9820071517 •
    • P a g e | 39Cleartrip – MindShift ScoreCard®Rank - 4Score - 38/100 Online Travel Social Agency ReachCleartrip 4 20 12 4 NA 2 NA NA NACleartrip has a Social Reach across 4 Platforms Facebook Insights – +46,000 Fans with an engagement ratio of Approx 17% Content Mix - Trivia about Destinations with every alternate update focussing on Packages, Cash Back Offers and Deals. Innovation is high in linking onto the website, and the brand seems to understand the consumer pulse although platform integration & campaigns are amiss.YouTube Channel has the highest views in the OTA Sector, with over 2 lakh views on 52Uploads due to the Every Trip Has a Purpose video, as well as UGC videos.4900+ Followers makes their outreach the highest on Twitter.Twitter Strategy – Content themes on twitter are not travel or package related only. Fromlatest technology, website designs, innovations and travel news, the brand covers it all. • MindShift Interactive • Social Media Report 2012 • Impact of Social Media on Hospitality & Tourism • • www.mindshiftinteractive.com • +91-9820071517 •
    • P a g e | 40Ixigo– MindShift ScoreCard®Rank - 5Score – 36.5/100 Online Travel Social Agency ReachIxigo 3 18.5 10 3 NA 1 NA 1 NA Ixigo has a Social Reach across 3 Platforms Facebook Insights – Ixigo has over 1,54,793 fans with an engagement ratio of Approx 0.1% Content Mix includes albums, facts and guess about Destinations. Ixigo’s engagement ratio on Facebook is very low, even after gaining a decent fan base. An increase in updates that push users towards interaction would be the way forward. Ixigo doesn’t seem to push their Facebook fans to their website, as there were very few updates that redirect to their website.Twitter –2021 followers used for interacting with their consumers and sharing theirexperiences via tweets. Unlike other agencies, Ixigo tweets generic updates as well apart fromtravel updates on their twitter account. YouTube has not yet been explored by Ixigo yet. • MindShift Interactive • Social Media Report 2012 • Impact of Social Media on Hospitality & Tourism • • www.mindshiftinteractive.com • +91-9820071517 •
    • P a g e | 41Social Media Findings – MindShiftMetricsMakeMyTrip has the maximum Social Reach with Facebook& Twitter are twopresence on 8 Platforms priority platforms for Online Travel AgenciesCleartrip leads Twitter due to its activepresence and response management Cleartrip has the highest Engagement Ratio of 17% on Facebook MakeMyTrip – Only OTA with a dedicated Twitter Account for Customer Care Key Twitter is primarily used as a CRM platform, though each brand Objective of adopts a different communication route Social Media: 1. Outreach Foursquare and YouTube are the least leveraged Platforms 2. Bookings Ixigo ranks the lowest due to its lesser active presence on various platforms, apart from Facebook and Twitter• MindShift Interactive • Social Media Report 2012 • Impact of Social Media on Hospitality & Tourism • • www.mindshiftinteractive.com • +91-9820071517 •
    • P a g e | 42Trend Forecasting 1. Personalization is the BUZZ Word – Online Travel Agencies need to integrate a personalized approach in their offerings. Social Personalization, as a concept needs to be explored to connect and assure a positive, customized experience for the customer. Integrating a Social Connect on the Website, where a member can view his history with the agency as well as track his travel pattern. The member can also be requested to share a review and recommend his friends to become active members of the site, leading to a chain of a Social Referral System. 2. Offer Experiences – Global Travel Agencies follow a creative route to attract the attention and engage the consumer with campaigns that allow them to experience the offers and packages through applications, videos or blogs. Creating a desire to do things versus selling an offer directly helps increase engagements and repeat visits to the fan page. Whilst it is important to lead consumers to the final objective, making the experience fun is of key importance. Expedia, with its campaign You Deserve a GETAWAY this holiday explored new• MindShift Interactive • Social Media Report 2012 • Impact of Social Media on Hospitality & Tourism • • www.mindshiftinteractive.com • +91-9820071517 •
    • P a g e | 43 dimensions via the social media space. Fans were asked to create a Travel wish list on Facebook and the brand would then share packages that are relevant with the wishes and make suggestions. 3. Understand the Consumer Pulse – We notice that individuals book trips on websites either for business trips, to get package deals for friends / family or to review and view vacations suggestions at the same time. The ability to dive in and understand the consumers’ requirements before creating a strategy for the content and campaigns will ensure higher outreach and engagement for the brand. Interestingly, brands globally have adopted certain areas of studying the consumer pulse and delivering on platforms accordingly but a lot is to be seen out here, in India and globally. 4. Going Niche – With the rapid increase in E-Commerce and growing sales in each sector, OTAs are opting to emphasize on a Social Media Strategy, where services are catered to each industry through a different Social Media Presence and Approach. The objective being to tap each sector, identify its growth pattern along with consumer trends and launch services which would enhance the services and experience of the customer. 5. Seamless Customer Care – For an industry heavily dependant on referals and consumer share of voice, responding to angry customers is not the solution to a stable social media presence, but providing a strong customer support team that is willing to handle situations at all times is. This, therefore, cannot be a service provided simply via an automated tool and requires the support of someone who understands the business, and the end consumer. Creating alternate channels/platforms on social media to specifically cater to consumer greivances, suggesstions and queries is something Indian OTAs must adopt after having created a stable presence on their primary social media platforms.• MindShift Interactive • Social Media Report 2012 • Impact of Social Media on Hospitality & Tourism • • www.mindshiftinteractive.com • +91-9820071517 •
    • P a g e | 44Key MindShiftsThe Online Travel Agencies, as we’ve seen are actively involved in the Social Media space withcampaigns and content that creates an outreach for them. Our Insights 8 Key Takeaways for OnlineTravel Agencies that would help brands leverage Social Media. 1. Innovative Content Strategy – Innovative campaigns are a requisite and so is an innovative content mix. Brands must understand the content relevant to their business and their consumers and deliver accordingly. The space you have on their News Feeds is very precious so deliver content after you listen, analyze and learn what your audiences want. 2. CRM is the Key – Efficiently handling your consumers online is the need of e-commerce portals. Create a seamless CRM process that ensures your customer resolves his query online and moves back onto making that purchase. All queries, complaints and feedback must be acknowledged, responded to and resolved. 3. Social Integration: Connecting your website with social media platforms is an important integration to allow for a direct flow from one to another as well as allows consumers to sign in with basic details and progress towards booking their tickets. After all, we do agree Registration forms are a chore don’t we? 4. Assign a role to each Platform – Brands need to identify the right platforms and prioritize the same to build an effective Social Media Plan. Goals and approach differ for each platform and only a sound knowledge of your consumer mixed with an understanding by your social media consultants will ensure optimization. 5. Evangelists –While you’re busy building a large fan base, don’t forget it is the ones with the largest share of social voice on your page that need to be gratified and given the maximum attention as they are probably the best people to convert into Influencers of your brand. 6. Optimize your Presence – Create a presence that appropriately allows your presence to be searched and disseminated. Create channels high in SMO capability & provide relevant searched content on them. Social Media success is inevitable for a well optimized social media presence. 7. Social Loyalty programmes- Recommendation by family & friends is one of the major contributors in the travel industry that affects a consumers decision while making a travel plan. Brands need to identify this aspect and have a Social Referral Strategy to encourage and build a referral program via social networks. 8. Monitor Conversations – OTAs cater the most to active social media users which also gives them a stronger voice on social media to discuss positive and negative experiences. Learn to track and respond to these at the earliest, curtailing the issue at hand earliest. Use this data beyond response management to gain insights on your brand and consumers and work towards changing sentiments, if required. • MindShift Interactive • Social Media Report 2012 • Impact of Social Media on Hospitality & Tourism • • www.mindshiftinteractive.com • +91-9820071517 •
    • P a g e | 45About MindShift Interactive“Experience a MindShift to deliver legendary Outreach.”MindShift Interactive is an Insightful Digital Outreach powerhouse that provides business with adata-centric approach towards achieving an impactful, innovative and, most of all, sustained SocialMedia presence.We recreate brands in a truly Social environment by gathering insights not only from the outlook ofyour people affected by the actions of your brand, but also from a business viewpoint.Our expertise inSocial Media and Research assures your business an insight on how to honestlycreate long-term engagement with consumers that delivers a MindShift.MindShift Interactive Private Limited is the parent company of MindShift Digital and MindShiftMetrics, our Social Media Marketing Agency and Social Media Research Company respectively.Combined together, they give your business an insightful and innovative Social Media Outreach.MindShift Metricshelps you make sense of the data available over digital platforms and MindShiftDigital takes over to convert insights into strategies that ensure arich Social Media presence that isintelligent, engaging and crosses boundaries of innovation. Get in touch with us: MindShift Interactive Pvt. Ltd | 3, Baig Mansion | Babulnath Road |Mumbai – 400007 | India. +91 22 2309 3980 | +91 98 2007 1517 contact@mindshiftinteractive.com www.mindshiftinteractive.comJoin the MindShift:http://www.facebook.com/MSInteractive • MindShift Interactive • Social Media Report 2012 • Impact of Social Media on Hospitality & Tourism • • www.mindshiftinteractive.com • +91-9820071517 •