Presentatie NHTV
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Dit zijn de slides van een gastcollege dat ik 8 november gaf op de NHTV. De praktijkvoorbeelden zijn zoveel als mogelijk op de 'leisure' gericht.
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Presentatie NHTV
- 1. Leisure & Social media monitoring By: Rens Dietz @RensDietz NHTV, November 8th #CoostoTalk #CoostoTalk
- 3. About Coosto • Social media monitoring (insights social media messages) • Started up in 1999 with datamining on the web, Coosto 2010 • Source of inspiration: Jacques Cousteau. Just like Jacques Cousteau, Coosto dives deeper to discover more. The only difference? Coosto dives deep into the digital ocean of the social web. • Market leader in the Nederlands with 250+ clients • With more than 50 employees working in Eindhoven #CoostoTalk
- 4. About social media • Social networking sites, but also blogs / forums / news sites • Over four million messages are daily published on the Dutch social networking sites • 80% of the Dutch population use social networking sites • Used by all age groups • Due to the huge amount of users: increment of the quality of analyses #CoostoTalk
- 6. Brands has to listen & react • Social media timeline in The Netherlands • People are talking about your brand • Not a thread, take advantages of it! #CoostoTalk
- 7. About social media analysis • First hand information • Availability of real-time insights • Written during (or shortly after) the experience • Coming from all your stakeholders • Contextual: direct identification of situations and relevance • Measuring word of mouth advertising • BRANDS SHOULD LISTEN! #CoostoTalk
- 8. Applications • Engagement: online customer service (social CRM, engagement) • Brand monitoring: continuous insights into your reputation • Campaign monitoring: real-time insights, reach measurement • Crisis monitoring: reduce the impact of a crisis • Competitor monitoring: learn from the buzz around your competitors • Data research: reveal trends in society • Product development: learn from the opinion of your products #CoostoTalk
- 9. Engagement • Worst wine you’ll ever get • Normal Italian wine #CoostoTalk
- 10. Engagement • Dead mosquito in sandwitch • Sorry, we will compensate! #CoostoTalk
- 11. Engagement: lead generation • What kind of holiday should I book? #CoostoTalk
- 12. Engagement: lead generation • It’s strange but it’s true: • Before Valentine’s Day many people are talking about hotel nights (“I think I would like to give my girlfriend / parents a (romantic) night in a hotel on Valentine’s Day”) • Before Valentine’s Day many hotels are talking about Valentine’s Day (“Please come to our hotel on Valentine’s Day and get a special offer!”) • However, there are not talking with each other • Therefore, no deals via social media #CoostoTalk
- 13. Engagement: history & bio is important #CoostoTalk
- 14. Engagement: customers are important #CoostoTalk
- 15. Engagement • How happiness spreads #CoostoTalk
- 16. But, what is customer service if… • Vacancy: World Wildlife Fund is searching for an experienced employee: €125,- a month • Eh, volunteer #CoostoTalk
- 17. But, what is customer service if… #CoostoTalk
- 18. But, what is customer service if… #CoostoTalk
- 20. Brand monitoring: bankruptcy OAD • 24k Twitter-messages, average +1000 followers: reach +24k #CoostoTalk
- 21. Brand monitoring • Who is talking about NTHV? #CoostoTalk
- 22. Campaign monitoring • Microsoft Sparklab - Windows 8 #CoostoTalk
- 23. Campaign monitoring: Sunweb commercial #CoostoTalk
- 24. Crisis monitoring Diabetes Fund will prohibit the Eid al-Fitr (Fest des Fastenbrechens) #CoostoTalk
- 26. Crisis monitoring What’s the rearch of these messages? How many different authors? What’s a normal buzz during an event like Project X? Was there a buzz like this in history? #CoostoTalk
- 32. Data research • January 2012 – June 2012: 72.260 people were talking about their coming holiday • January 2013 – June 2013: 66.744 people were talking about their coming holiday • -7.6% • Total buzz online: +15% • Same trend goes for leisure parks #CoostoTalk
- 33. Data research • Websites where people are talking about leisure parks • Websites where people talk about travel in general #CoostoTalk
- 35. Data research: see the trends • At “Blue Monday” (and other weeks in January) many people talk about booking there holiday. Why not take this change for advertising / offers? #CoostoTalk
- 37. Product development • People talk very positive about De Efteling. The most mentioned negative message: ‘time’ (waiting for the attraction / waiting at the parking place / waiting for a drink). #CoostoTalk
- 38. Future of social media monitoring • First of all… dominate everything I mentioned in this presentation. A very good example? Royal Dutch Airlines • Prediction (watch Tegenlicht of last week) • Demographics • Replacement normal market research • And measuring… #CoostoTalk
- 39. Measuring the data • Online buzz • In compare with competitors • In compare with the buzz of an earlier moment • Reach • Amount of authors • Sentiment • However, a good query is key! #CoostoTalk
- 40. Thank you! Rens Dietz - @RensDietz coosto.com - @Coosto Last video for the Dutchies #CoostoTalk #CoostoTalk