This document outlines a 7-step strategy for creating powerful customer experiences and achieving social media ROI in the travel and tourism industry. The steps include: 1) gathering insights through monitoring and listening on social media, 2) creating a measurement program, 3) finding and engaging key audiences, 4) creating engaging content, 5) designing sticky interactions, 6) gaining organizational alignment, and 7) iterating based on insights. The strategy emphasizes the importance of listening to customers, identifying target audiences through storytelling, and measuring social media ROI to justify initiatives.
7 Steps To Travel Industry Social Media Mastery by @DrNatalie #DrNatalie
1. @DrNatalie Petouhoff (Pet-a-dog)
@drnatalie
The
Ā 7
Ā Steps
Ā To
Ā Crea.ng
Ā Powerful
Ā
Ā
Customer
Ā Experiences
Ā &
Ā Get
Ā Social
Ā Media
Ā ROI
Ā
Ā
in
Ā the
Ā Travel
Ā and
Ā Tourism
Ā Industry
Ā
www.DrNatalieNews.com
Ā
2. PWC Management
Consultant
Top Forrester
Social Media,
CRM & Customer
Service Analyst
Chief Strategist for Social Media &
Digital Communications
PR & Marketing Agency
Dr. Natalieās Background
Analyst Rankings:
Ā
4. 4
What Clients are asking me isā¦ How do I Create Powerful
Customer Experiences & Get Social Media ROI?
How do I take my social media and
digital marketing to the next level?
ā¢ Do more of the right things
ā¢ Put structure around what is unstructured
ā¢ Benchmark āAs Isā
ā¢ Create a strategy and plan
ā¢ Track the progress
ā¢ Gather the right metrics
ā¢ Get an ROIā¦.
5. WE HEAR ALL THE HYPE THAT SOCIAL IS GOOD AT
INCREASING LOYALTY, ADVOCACY AND REFERRALS.
But many of the brands I work with are disappointed in their
results
After working with brands, I realized there need to be a way toā¦
ā¢āÆ Get real, accelerated business results from social
ā¢āÆ Reduce the politics and get consensus on best next steps
ā¢āÆ Make smarter decisions and align your team with goals
6. What I realized was, āHow do you know when you
are doing the best you can?ā
Social Media Capability Calculator
Ā
LISTEN = 100
LEARN = 200
ENGAGE = 300
INTEGRATE = 400
OPTIMIZE = 500
Whatās
Ā your
Ā score?
Ā
8. 5
Ā
Ā
Ā
Ā
ā¢āÆ Where are we on the Social Media / Customer
Experience Adoption Curve?
ā¢āÆ What steps do I take to get to the next level?
ā¢āÆ How do I justify these next steps?ā
9. Step
Ā 1:
Ā Gather
Ā Insights
Ā by
Ā
Monitor
Ā &
Ā Listening
Ā
Ā
Step
Ā 4:
Ā Crea6ng
Ā
Engaging
Ā Content
Ā
Step
Ā 3:
Ā Finding
Ā Your
Ā
Audience
Ā
Ā
Step
Ā 5:
Ā Designing
Ā
S6cky
Ā Interac6ons
Ā
Step
Ā 6:
Ā Stop
Ā the
Ā Poli6cs;
Ā
Gain
Ā Org
Ā Alignment
Ā
Step
Ā 2:
Ā Crea6ng
Ā a
Ā
Measurement
Ā Program
Ā
9
Ā
NEED A STRATEGY FOR
DIGITAL/ SOCIAL CUSTOMER EXPERIENCE
7
Ā Steps
Ā To
Ā Fast
Ā Track
Ā Success
Ā
Ā
Step
Ā 7:
Ā Iterate
Ā and
Ā Pivot
Ā
Based
Ā on
Ā the
Ā
Ā
UCLA
Ā Course
Ā
21. HOW WOULD YOU CALCULATE ROI?
Chalk it up to the āWitnessā factor
ROI = Benefits - Costs x 100
Costs
22. WHAT ARE THE
ESSENTIAL ELEMENTS OF
A GREAT BUSINESS?
1. LISTEN TO YOUR EMPLOYEES &
CUSTOMERSā¦
2. CONNECT PEOPLE
WHO MAKE DECISIONS
WITH PEOPLE WHO
KNOW THE ANSWERS
23. WHAT ARE THE BENEFITS OF
CREATING EXPERIENCES
WITH INPUT FROM THE āCROWDā
Creating better travel experiences and ļ
ā¢āÆ Reducing the cost of PR & Marketing
ā¢āÆ Increasing the lead conversion rates
ā¢āÆ Reducing the cost of sales
ā¢āÆ Reducing refunds and/or churn
ā¢āÆ Increasing customer lifetime value
ā¢āÆ Reducing employee attrition
ā¢āÆ Increasing employee productivity
The benefits areā¦
24. And because customers:
-āÆ Feel heard and
-āÆ Are getting what they needā¦.
-āÆ Remember the customer from Corinthia ?
-āÆ For the next three days, he was tweeting all about the hotels
-āÆ Became a loyal advocate
-āÆ Talked about how much he liked the:
-āÆ Management
-āÆ Customer service and
-āÆ The different hotelsā¦.
Chalk it up to the āWitnessā factorāPeople believe people like themselves 78% more than advertisersā¦ā
Source: Nielsen, Edelmanā¦
25. When customers have an emotional
attachment to a brand and an ownership
because they had input- it leads toā¦
ā¢āÆ Increased positive online ratings
ā¢āÆ Increased customer loyalty
ā¢āÆ Increased customer advocacy
ā¢āÆ Increased customer referrals via WOM
ā¢āÆ Increased sales
THIS MATTERS BECAUSE
WORD OF MOUTH WORKSā¦
26. I help companies calculate the ROI
of things they thought were too squishy or couldnāt be calculated
ROI of Human
Capital
Innovation
Social Mediaā¦
With Dynamic
ROI Visualizer
Calculators
&
Dashboardsā¦
28. THE GOAL OF THIS STEP IS TOā¦
28
ā¦organically drive word-of-mouth
where the customer genuinely and authentically
becomes the voice of the brand
and shares their own experiences
about how the service / customer experience
has changed their life
in their own words
which will result in organic
advocacy, referrals and loyalty as well as salesā¦
āMarkets are Conversationsā
- ClueTrain Manifesto
29. YOU
Ā CAN
Ā REALLY
Ā
GET
Ā PEOPLE
Ā
CONNECTED
Ā
&
Ā Engaged
Ā
It
Ā starts
Ā with
Ā a
Ā
Ā
brand
Ā personaā¦
ā¢āÆ 82% of Travelers trust recommendations from their
friend & family
ā¢āÆ 74% of US Travelers have a Facebook profile
ā¢āÆ 33% of Travelers reference social media as a main
source of travel ideas and inspiration
Source: 2013 Portrait of American Travelerās Study
30. When you stumble upon a good story, it will:
ā¢āÆ move you deeply
ā¢āÆ make you squirm
ā¢āÆ wake you up
ā¢āÆ make you want to share it with your best friend
ā¢āÆ make you want to rally to the cause
Once the relationship is created,
it leads to purchases in authentic way--
unlike any other marketing technique.ā
Top Creative Agencies Use Storytelling Content--
Social Media is a Storytelling Medium
āNeil White
President & CEO
BBDO Proximity
31. Reason for good storytelling ācontentā
shows how your product will affect the lives of your buyers
ā¢āÆ Powerful, yet underutilized
ā¢āÆ Humanizes the brand
ā¢āÆ Creates emotional connection to
services and offerings
ā¢āÆ Creates the conversation with target
audience
ā¢āÆ Drives natural flow through the
marketing funnel
38. Content Marketing is
1. creating and distributing relevant & valuable content to:
ā¢āÆ Attract
ā¢āÆ Acquire and
ā¢āÆ Engage customers.
2. A very well defined target market audience with the
objective of driving profitable customer action.
38
Ask yourselfā¦.
How will your content help your audience?
39. Example: TrufflePig.com
39
To Trufflepig is to look. To dig. To unearth and to find.
They believe better travel is a result of digging deeper and connecting the right dotsā¦
Their voice & content strategy: the real, the vernacular, the authentic and imaginative, the
pungent and confident, the clean and simple.
41. Example: TrufflePig.com Content Gets Media Coverage
41
ā¢āÆ And customers love them
ā¢āÆ Because they know their
trip was planned by
people
ā¢āÆ Who who care as much
about your trip as you do
42. Example: TrufflePig Uses Pinterest to show-off those
great pictures of amazing and unusual travelā¦
42
ā¢āÆ And customers love them
ā¢āÆ Because they know their
trip was planned by
people
ā¢āÆ Who who care as much
about your trip as you do
47. Awareness
Consideration
Intent
Purchase
Loyalty
Advocacy /
Referral
TV, Radio,
Print
Company
Traditional advertising methods
ā¢āÆ Create awareness
ā¢āÆ Lack accountability
ā¢āÆ No individual Social CRM data
ā¢āÆ No Brand Ambassadorās WOM
ā¢āÆ No loyalty, advocacy or referralsā¦
Stop
āHalf my advertising dollars are wasted,
I just donāt know which half.ā -- Wannamaker
Weāve shouted at customers
51. As Brand
Ambassadors
Spread
your message
The
tribe
grows &
so do your
business
resultsā¦.
Referral
Awareness
Consideration
Intent
Purchase
Loyalty
Advocacy
71. CUSTOMER EXPERIENCE ASSESSMENTS
ā¢āÆ An objective assessment
ā¢āÆ Recommendations
ā¢āÆ Short & long term strategic
ā¢āÆ Short & long term tactical plan
Determine where you are compared to best
practices & your competitorsā¦
Social
Ā
Media
Ā /
Ā
Customer
Ā
Experience
Ā
Ā
Ā Capability
Ā
Report
Ā
You getā¦
Top
Brand
72. With
Ā your
Ā scorecard,
Ā
Ā
Youāre
Ā ready
Ā to
Ā go
Ā to
Ā the
Ā next
Ā levelā¦
Ā
Customer Experience Capability Score Level
Step 1: Gather Insights by Monitor & Listening 200 Learn
Step 2: Creating a Measurement Program 100 Listen
Step 3: Finding Your Audience 300 Engage
Step 4: Creating Engaging Content 200 Learn
Step 5: Designing Sticky Interactions 200 Learn
Step 6: Stop the Politics; Gain Org Alignment 100 Listen
Step 7: Iterate and Pivot 100 Listen
73. Youāll
Ā be
Ā in
Ā a
Ā leadership
Ā posi6onā¦
Ā
5
Ā
Ā
Ā
Ā
ā¢āÆ Clear
Ā answers
Ā and
Ā strong
Ā guidance
Ā
ā¢āÆ A
Ā dis6nc6ve
Ā voice
Ā
ā¢āÆ A
Ā compe66ve
Ā advantage
Ā
74. Step
Ā 1:
Ā Gather
Ā Insights
Ā by
Ā
Monitor
Ā &
Ā Listening
Ā
Ā
Step
Ā 4:
Ā Crea6ng
Ā
Engaging
Ā Content
Ā
Step
Ā 3:
Ā Finding
Ā Your
Ā
Audience
Ā
Ā
Step
Ā 5:
Ā Designing
Ā
S6cky
Ā Interac6ons
Ā
Step
Ā 6:
Ā Stop
Ā the
Ā Poli6cs;
Ā
Gain
Ā Org
Ā Alignment
Ā
Step
Ā 2:
Ā Crea6ng
Ā a
Ā
Measurement
Ā Program
Ā
74
Ā
NEED A STRATEGY FOR
DIGITAL CUSTOMER EXPERIENCE
7
Ā Steps
Ā To
Ā Fast
Ā Track
Ā Success
Ā
Ā
Step
Ā 7:
Ā Iterate
Ā and
Ā Pivot
Ā
Based
Ā on
Ā the
Ā
Ā
UCLA
Ā
Ā Course
Ā