Oi 2014 Masterclass
MICHAEL BRACKPOOL & BEN HACKETT
Travel & Hospitality Report 2014
Disruption
© 2014 Brandwatch | www.brandwatch.com 2
© 2014 Brandwatch | www.brandwatch.com 3
“ Bigger change is looming. Even dissatisfied
customers who can’t afford $1000 ea...
Navigating the social media universe presents
a number of challenges
© 2014 Brandwatch | www.brandwatch.com 4
Volume
5© 2014 Brandwatch | www.brandwatch.com
Variety
6© 2014 Brandwatch | www.brandwatch.com | Photo: Jenni Douglas/ Flickr
Velocity
7© 2014 Brandwatch | www.brandwatch.com
What if you can’t find what you’re looking for?
8© 2014 Brandwatch | www.brandwatch.com
There are other issues too:
9© 2014 Brandwatch | www.brandwatch.com
10© 2014 Brandwatch | www.brandwatch.com | Photo: freezelight / Flickr
“THE NUMBER OF SIGNIFICANT
FINDINGS DON’T REPLICATE THE
EXPANSION OF NOISE TO
SIGNAL.”
Source/ David Brooks, NY Times
© 20...
But it is undeniable that there are significant
opportunities:
12
•Customer service
•Market and consumer research
•Underst...
13
How can
we help?
© 2014 Brandwatch | www.brandwatch.com
Brandwatch/ Company Overview
1000+
Clients
in 15
Markets
94%
Customer
Satisfaction
...
Brandwatch Analytics
Our flagship product: web based social media monitoring platform
© 2014 Brandwatch | www.brandwatch.c...
© 2013 Brandwatch | www.brandwatch.com
A reimagining of 1st-gen
social media ‘command
centres’
Flexible, configurable visu...
How does the Analytics platform work?
© 2014 Brandwatch | www.brandwatch.com 17
• Crawl 70M+ sites
including key
social ne...
Campaign Measurement
© 2014 Brandwatch | www.brandwatch.com 18
Measure the
impact of your
campaigns
Influencer Identification & Outreach
19© 2014 Brandwatch | www.brandwatch.com
Isolate your
most important
& relevant
autho...
Marketing Research
20© 2014 Brandwatch | www.brandwatch.com
Uncover
actionable
insights about
your market
Competitor Benchmarking
21© 2014 Brandwatch | www.brandwatch.com
Compare your
position to the
competition
Reputation Management
22© 2014 Brandwatch | www.brandwatch.com
Monitor your
brand’s
reputation in
real-time
23
Industry Use
Cases
Airlines, Accommodation & Travel Agencies
© 2014 Brandwatch | www.brandwatch.com 24
Cyclical Nature of Travel Decisions
© 2014 Brandwatch | www.brandwatch.com 25
Airlines
Volume of customer service data
Traditionally, the Airline Quality Ratings report was the standard,
measuring On-Time Arri...
What actually matters to your customers?
Airlines looking to optimize their experience can use insights gleaned from
socia...
Optimising customer service
© 2014 Brandwatch | www.brandwatch.com 29
What did we learn?
The rich conversation data now available for airlines to mine through social
listening presents a serie...
Accommodation
Researching and understanding a Variety of sources
Hoteliers must both deliver excellent service and understand how
social...
Social media changes the way we make decisions
© 2014 Brandwatch | www.brandwatch.com 33
What matters to customers?
© 2014 Brandwatch | www.brandwatch.com 34
Analysis of Hilton Hotels’ online conversations revea...
© 2014 Brandwatch | www.brandwatch.com 35
Finding new business in strange places
What did we learn?
36© 2014 Brandwatch | www.brandwatch.com
The LateRooms and Hilton Hotels examples show that advanced, g...
Travel Agencies
Campaign refinement: at Velocity
By monitoring campaign related discussion brands can optimise
campaign impact in real tim...
“Violins”
© 2014 Brandwatch | www.brandwatch.com 39
Just over half of all conversation relating to this advert
was negative.
© 2014 Brandwatch | www.brandwatch.com 40
“Getting on your nerves?”
© 2014 Brandwatch | www.brandwatch.com 41
Expedia’s self-effacing and daring response let
customers truly know “we’re listening.”
© 2014 Brandwatch | www.brandwatch...
What did we learn?
43© 2014 Brandwatch | www.brandwatch.com
Intelligent marketers are using emerging technologies and inno...
Questions?
44
45© 2014 Brandwatch | www.brandwatch.com
46© 2014 Brandwatch | www.brandwatch.com
Say hello:
@brandwatch
www.brandwatch.com
UK: +44 (0)1273 358 635
michaelb@brandwatch.com
© 2014 Brandwatch | www.brandwat...
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  • Why might it be found underwhelming?
    Because:
    Data struggles with context or anything qualitative
    Data creates bigger haystacks: there's more noise, more conversation, more data, but not necessarily a proportionately greater number of insights. And, as we’ve noted above, a facet of Big Data is that it has velocity: it is constantly changing.
  • glenn
  • Oi Masterclass

    1. 1. Oi 2014 Masterclass MICHAEL BRACKPOOL & BEN HACKETT Travel & Hospitality Report 2014
    2. 2. Disruption © 2014 Brandwatch | www.brandwatch.com 2
    3. 3. © 2014 Brandwatch | www.brandwatch.com 3 “ Bigger change is looming. Even dissatisfied customers who can’t afford $1000 each time they want to voice a complaint have already started forming groups online, on platforms that are specifically being developed to help them get their voices heard... There is simply no time for companies to kick back and ignore the revolution. ” Ryan Holmes, HootSuite CEO
    4. 4. Navigating the social media universe presents a number of challenges © 2014 Brandwatch | www.brandwatch.com 4
    5. 5. Volume 5© 2014 Brandwatch | www.brandwatch.com
    6. 6. Variety 6© 2014 Brandwatch | www.brandwatch.com | Photo: Jenni Douglas/ Flickr
    7. 7. Velocity 7© 2014 Brandwatch | www.brandwatch.com
    8. 8. What if you can’t find what you’re looking for? 8© 2014 Brandwatch | www.brandwatch.com
    9. 9. There are other issues too: 9© 2014 Brandwatch | www.brandwatch.com
    10. 10. 10© 2014 Brandwatch | www.brandwatch.com | Photo: freezelight / Flickr
    11. 11. “THE NUMBER OF SIGNIFICANT FINDINGS DON’T REPLICATE THE EXPANSION OF NOISE TO SIGNAL.” Source/ David Brooks, NY Times © 2014 Brandwatch | www.brandwatch.com 11
    12. 12. But it is undeniable that there are significant opportunities: 12 •Customer service •Market and consumer research •Understanding Brand perception •Campaign measurement and improvement •Influencer identification •Lead generation •Crisis management •To infinity and beyond © 2014 Brandwatch | www.brandwatch.com
    13. 13. 13 How can we help?
    14. 14. © 2014 Brandwatch | www.brandwatch.com Brandwatch/ Company Overview 1000+ Clients in 15 Markets 94% Customer Satisfaction Twitter Certified Product Supporting Clients in 27 Language s World Class Development & Services Team 180Employees 60 Product Developers 7 PhD Staff Members Rapidly Growing Client Base 137% YoY International Presence •Brighton •Berlin •Chicago •New York
    15. 15. Brandwatch Analytics Our flagship product: web based social media monitoring platform © 2014 Brandwatch | www.brandwatch.com 15
    16. 16. © 2013 Brandwatch | www.brandwatch.com A reimagining of 1st-gen social media ‘command centres’ Flexible, configurable visual displays of data and insights for varied use cases Powered by Brandwatch’s flagship social monitoring & analytics platform Brandwatch Vizia/ Beautiful data at your command
    17. 17. How does the Analytics platform work? © 2014 Brandwatch | www.brandwatch.com 17 • Crawl 70M+ sites including key social networks • 27 languages • Powerful search operators • 20Bn + indexed URLs • Years of historical data • Automated topic & sentiment analysis in all 27 languages • Automate common tasks including alerts • Advanced analytics modules • Automatic categorisation with rules • Custom dashboards • Reporting & alerts • Action insight via integrations
    18. 18. Campaign Measurement © 2014 Brandwatch | www.brandwatch.com 18 Measure the impact of your campaigns
    19. 19. Influencer Identification & Outreach 19© 2014 Brandwatch | www.brandwatch.com Isolate your most important & relevant authors
    20. 20. Marketing Research 20© 2014 Brandwatch | www.brandwatch.com Uncover actionable insights about your market
    21. 21. Competitor Benchmarking 21© 2014 Brandwatch | www.brandwatch.com Compare your position to the competition
    22. 22. Reputation Management 22© 2014 Brandwatch | www.brandwatch.com Monitor your brand’s reputation in real-time
    23. 23. 23 Industry Use Cases
    24. 24. Airlines, Accommodation & Travel Agencies © 2014 Brandwatch | www.brandwatch.com 24
    25. 25. Cyclical Nature of Travel Decisions © 2014 Brandwatch | www.brandwatch.com 25
    26. 26. Airlines
    27. 27. Volume of customer service data Traditionally, the Airline Quality Ratings report was the standard, measuring On-Time Arrivals, Denied Boardings, Mishandled Baggage and Customer Complaints to determine quality. Yet the AQR “relied on subjective surveys of consumer opinion that were infrequently collected.” Challenges •Evaluating the best means of optimizing the customer experience •Ensuring you meet the service expectations of your customers •Competing in a price-first marketplace and justifying price premiums © 2014 Brandwatch | www.brandwatch.com 27
    28. 28. What actually matters to your customers? Airlines looking to optimize their experience can use insights gleaned from social data to understand and adapt accordingly to their customers’ concerns. © 2014 Brandwatch | www.brandwatch.com 28
    29. 29. Optimising customer service © 2014 Brandwatch | www.brandwatch.com 29
    30. 30. What did we learn? The rich conversation data now available for airlines to mine through social listening presents a series of opportunities never seen before. •Listen to customer conversation to truly understand the perception of your brand and align your strategy accordingly •Identify influencers •Automatically segment your data into specific categories to better comprehend the quality of your service •Social can represent a new, responsive and cost effective service channel. 30
    31. 31. Accommodation
    32. 32. Researching and understanding a Variety of sources Hoteliers must both deliver excellent service and understand how social reviews influence their existing and prospective customers. Current Challenges •What is being said about your brand online, by who and on which sites? •How do customers perceive different aspects of your offering? •How can you use social media to generate new business? © 2014 Brandwatch | www.brandwatch.com 32
    33. 33. Social media changes the way we make decisions © 2014 Brandwatch | www.brandwatch.com 33
    34. 34. What matters to customers? © 2014 Brandwatch | www.brandwatch.com 34 Analysis of Hilton Hotels’ online conversations reveals customer service is the most frequently discussed topic, followed by comfort, cleanliness and price.
    35. 35. © 2014 Brandwatch | www.brandwatch.com 35 Finding new business in strange places
    36. 36. What did we learn? 36© 2014 Brandwatch | www.brandwatch.com The LateRooms and Hilton Hotels examples show that advanced, granular listening is an extremely powerful weapon for brands to understand what, where and why customers are talking about them online. •Dissect and isolate your data by site and topic to monitor, in real time, the reviews and reviewers that matter most to you. •Segment data into different themes to enhance your service offerings and cultivate a positive reputation. •Use sophisticated Boolean language to identify potential prospects, crises and partnership opportunities.
    37. 37. Travel Agencies
    38. 38. Campaign refinement: at Velocity By monitoring campaign related discussion brands can optimise campaign impact in real time. Challenges •Proving the overall ROI of campaigns •Differentiating between engagement and profitable business impact •Deciphering the reaction to your campaigns as they are happening © 2014 Brandwatch | www.brandwatch.com 38
    39. 39. “Violins” © 2014 Brandwatch | www.brandwatch.com 39
    40. 40. Just over half of all conversation relating to this advert was negative. © 2014 Brandwatch | www.brandwatch.com 40
    41. 41. “Getting on your nerves?” © 2014 Brandwatch | www.brandwatch.com 41
    42. 42. Expedia’s self-effacing and daring response let customers truly know “we’re listening.” © 2014 Brandwatch | www.brandwatch.com 42
    43. 43. What did we learn? 43© 2014 Brandwatch | www.brandwatch.com Intelligent marketers are using emerging technologies and innovative techniques to: •Measure real time performance •Track consumer discussion types to understand intent •Adapt appropriately and quickly if required •Generate much greater ROI from their marketing spend.
    44. 44. Questions? 44
    45. 45. 45© 2014 Brandwatch | www.brandwatch.com
    46. 46. 46© 2014 Brandwatch | www.brandwatch.com
    47. 47. Say hello: @brandwatch www.brandwatch.com UK: +44 (0)1273 358 635 michaelb@brandwatch.com © 2014 Brandwatch | www.brandwatch.com
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