Radian6 Travel, Tourism and Leisure Industry Social Media Use Case

Travel, Tourism & LeisureIt’s been said that a brand is now equal to the sumof conversations surrounding it – are you listeningto what people are saying about you?Perhaps you want to engage with the social web to saying, but also provide a deep dive look at theirget a better grasp on what people are saying about age, gender and location. You’ll never again beyour competitors, measure the health of your brand, left wondering who your messages are touchingunderstand the role of influencers or gain a greater or who’s talking about their interactions with yourunderstanding of what people are saying in your brand – if they’re saying it, you’ll be there.industry.Whatever your reason for engaging with social Some Voices are Louder than Otherslistening we’re here and we’re eager to help. Theconversations are happening; don’t you want to On the social web some voices carry furtherknow what’s being said? than others, reaching a larger audience. Those voices belong to your influencers. Cirque de Soleil recognized the power of their taste makingThe Power of Social Listening consumers, and struck out to engage with them to increase Cirque’s reach across the social web. TheyThe world is now spending 22% of all online time dug into the discussions and created meaningfulengaging with social networks and blog sites. relationships with the people who were talkingAnd even if they’re away from their computer, about them the most. These influencers wereit’s likely that they’re still connected to the social rewarded for their loyalty and in turn continued toweb through their mobile device; in fact, mobile spread the goodwill, creating a cycle of success.searches for hotels alone have increased by By engaging with your influencers you’re opening3000% in the past three years. Customers are out yourself up to the thought leaders not onlythere discussing their experiences with brands, surrounding your organization, but also the industrytravel plans and hotel stays, which means they’re as a whole.probably talking about you, too. Tapping into sociallistening can help you not only uncover what they’rewww.radian6.com1 888 6RADIAN (1 888 672-3426) Copyright © 2012 - Radian6

TRAVEL, TOURISM & LEISUREGain Competitive Knowledge Thanks to their commitment to active customer listening, they were able to jump in and turnDiscovering industry buzz on the social web will the negative to a positive – generating press forreveal not only what people are saying about their company through their tactful social mediayour brand, but also what they’re discussing response.about your competition. Listening in on industryconversations gives you a heads up on everythingfrom emerging trends, to product pricing and Engagement in Actionservice issues so that you’re never in the darkabout consumer discussions. And even better More than ever before consumers are turning toyou’ll have the power to measure your voice in the the social web to engage with fellow explorers,conversation, giving you a breakdown of just how research events and discover new travelmany people are talking about you in comparison to destinations. This means that you have even moreyour competitors. This comparison is key to gaining opportunities to interact with an audience thata sense of your impact in industry and consumer might already be knocking on your social door.discussions – a process that can be invaluable in There is really no better time than the presentdirecting your path in the marketplace. to engage with your clients and dive deep into ways to serve them best. Air Canada knew that when storms delayed travel plans for thousandsPrevent a Crisis at London’s Heathrow Airport they had to reach out to their clients. Recognizing that a majorityWhile the social web provides consumers with of travellers would be congregating on the sociala great opportunity to talk about what they love web, they began transmitting information throughabout you, it’s also a forum for those that might the appropriate channels. The airline knew theirnot be quite as content. When Southwest Airlines engagement activity had been a resoundingnoticed that a customer was tweeting about issues success when travel advisories began directingwith their flight they sprang into action. Their customers to the Air Canada Twitter account inquick response time not only allowed them to order to receive the most up to date information onstop the issue before it snowballed into something the situation.much larger, but also created an opportunity todemonstrate their awareness of the social web.And that’s all just the tip of the iceberg when it comes tosocial listening, measurement and engagement.If you’re looking to get started with Radian6, visit our website at www.radian6.com, or contact oursales 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 SouthwestAirlines, UPS, Air Canada, AAA, and Cirque de Soleil, as well as the world’s leading public relations and advertising agencies.Copyright ©2012 Radian6

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Radian6 Travel, Tourism and Leisure Industry Social Media Use Case

by Salesforce Marketing Cloud on Oct 19, 2011

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