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Radian6 Travel, Tourism and Leisure Industry Social Media Use Case
Radian6 Travel, Tourism and Leisure Industry Social Media Use Case
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Radian6 Travel, Tourism and Leisure Industry Social Media Use Case

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How can organizations in the Travel, Tourism and Leisure Industry leverage social media? It’s been said that a brand is now equal to the sum of conversations surrounding it – are you listening to what …

How can organizations in the Travel, Tourism and Leisure Industry leverage social media? It’s been said that a brand is now equal to the sum of conversations surrounding it – are you listening to what people are saying about your organization? Perhaps you want to engage with the social web to get a better grasp on what people are saying about competitors, measure the health of your brand, understand the role of influencers or gain a greater understanding of what people are saying in your industry.

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  • 1. Travel, Tourism & Leisure Perhaps you want to engage with the social web to get a better grasp on what people are saying about your competitors, measure the health of your brand, understand the role of influencers or gain a greater understanding of what people are saying in your industry. Whatever your reason for engaging with social listening we’re here and we’re eager to help. The conversations are happening; don’t you want to know what’s being said? The Power of Social Listening The world is now spending 22% of all online time engaging with social networks and blog sites. And even if they’re away from their computer, it’s likely that they’re still connected to the social web through their mobile device; in fact, mobile searches for hotels alone have increased by 3000% in the past three years. Customers are out there discussing their experiences with brands, travel plans and hotel stays, which means they’re probably talking about you, too. Tapping into social listening can help you not only uncover what they’re saying, but also provide a deep dive look at their age, gender and location. You’ll never again be left wondering who your messages are touching or who’s talking about their interactions with your brand – if they’re saying it, you’ll be there. Some Voices are Louder than Others On the social web some voices carry further than others, reaching a larger audience. Those voices belong to your influencers. Cirque de Soleil recognized the power of their taste making consumers, and struck out to engage with them to increase Cirque’s reach across the social web. They dug into the discussions and created meaningful relationships with the people who were talking about them the most. These influencers were rewarded for their loyalty and in turn continued to spread the goodwill, creating a cycle of success. By engaging with your influencers you’re opening yourself up to the thought leaders not only surrounding your organization, but also the industry as a whole. It’s been said that a brand is now equal to the sum of conversations surrounding it – are you listening to what people are saying about you? www.radian6.com 1 888 6RADIAN (1 888 672-3426) Copyright © 2012 - Radian6
  • 2. Gain Competitive Knowledge Discovering industry buzz on the social web will reveal not only what people are saying about your brand, but also what they’re discussing about your competition. Listening in on industry conversations gives you a heads up on everything from emerging trends, to product pricing and service issues so that you’re never in the dark about consumer discussions. And even better you’ll have the power to measure your voice in the conversation, giving you a breakdown of just how many people are talking about you in comparison to your competitors. This comparison is key to gaining a sense of your impact in industry and consumer discussions – a process that can be invaluable in directing your path in the marketplace. Prevent a Crisis While the social web provides consumers with a great opportunity to talk about what they love about you, it’s also a forum for those that might not be quite as content. When Southwest Airlines noticed that a customer was tweeting about issues with their flight they sprang into action. Their quick response time not only allowed them to stop the issue before it snowballed into something much larger, but also created an opportunity to demonstrate their awareness of the social web. Thanks to their commitment to active customer listening, they were able to jump in and turn the negative to a positive – generating press for their company through their tactful social media response. Engagement in Action More than ever before consumers are turning to the social web to engage with fellow explorers, research events and discover new travel destinations. This means that you have even more opportunities to interact with an audience that might already be knocking on your social door. There is really no better time than the present to engage with your clients and dive deep into ways to serve them best. Air Canada knew that when storms delayed travel plans for thousands at London’s Heathrow Airport they had to reach out to their clients. Recognizing that a majority of travellers would be congregating on the social web, they began transmitting information through the appropriate channels. The airline knew their engagement activity had been a resounding success when travel advisories began directing customers to the Air Canada Twitter account in order to receive the most up to date information on the situation. And that’s all just the tip of the iceberg when it comes to social listening, measurement and engagement. If you’re looking to get started with Radian6, visit our website at www.radian6.com, or contact our sales team via email sales@radian6.com or telephone 1 888 672 3426. Radian6 is the leading provider for social media monitoring, engagement and insights. Radian6’s customers include Southwest Airlines, UPS, Air Canada, AAA, and Cirque de Soleil, as well as the world’s leading public relations and advertising agencies. Copyright ©2012 Radian6 TRAVEL, TOURISM & LEISURE

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