1. SOCIAL MEDIA REPORT
BRITISH HOTEL CHAINS
How are the hotel chains in U.K. doing in social media?
TIME PERIOD: 29/11/2014 to 29/12/2014
Dicember 2014
29
C/ Llacuna 162-164, box 102, 08018 Barcelona (Spain) - www.socialwinapp.com
2. The Advanced Social Media Analytics Tool / SocialWin™ Industry Report – All Rigths Reserved
2014
SOCIAL NETWORKS: TWITTER
ANALYZED COMPETITORS:
Best Western
Macdonald Hotel
Q Hotels
Hand Picked Hotels
Marriott Hotels
Menzies Hotels
Thistle Hotels
Radisson Blu Edwardian
De Vere Hotels
3. The Advanced Social Media Analytics Tool / SocialWin™ Industry Report – All Rigths Reserved
2014
Methodology
In this report we will use a simplified version of the tool focusing on Twitter platform, analysing key indicator like audience,
interaction and engagement, regarding the main competitors of the Soccer’s Teams in UK and verifying it in the perspective
of Benchmarking. To reach this goal we will use the analytic tool SocialWin, that will allow us to monitorize the different social
networks in a defined time. Finally we will be able to provide a global vision of the sector, utilizing diferrent metrics, like the
total audience, the number of mentions or the average of followers for every brand.
Metrics and KPI’s
Metrics and KPI’s, rise as key elements of Social Media Analytics, which allow us to measure, quantify and check the critical
process of Social Media in a methodical and accurate way, aligning them whit the global goals of the organization and
measuring the range of the defined goals during the time.
KPI’s Twitter
AUDIENCE
GROWTH
POSTING
INTERACTION
ENGAGEMENT [%]
Total Number of Followers
Total Number of New Followers
Total Number of Tweets
Total Number of Retweets; Comments and Favorites
Global score between 0 and 100
Technical Profile
Study Typology: Social Network Analysis
Time of Monitoring: 29/11/2014 – 29/12/2014
Social Network
Analyzed:
Twitter
/
Industry: Hotel /
Month / Year: Nov/dic-14 Audience Analysis Yes
Geographical Area: U.K. Growth Analysis Yes
Number of Competitors: 9 Posting Analysis Yes
Selection Criteria:
Industry Competitors with the
largest number of followers
Interaction Analysis Yes
Engagement Analysis Yes
4. The Advanced Social Media Analytics Tool / SocialWin™ Industry Report – All Rigths Reserved
2014
SocialWin Twitter Standard
SOCIAL
NETWORK
METRICS / KPI's SOCIALWIN STANDARD*
VERY LOW LOW MEDIUM HIGH VERY HIGH
TWITTER Nº FOLLOWERS < 0 - < 500 < 0,5K - < 5K < 5K - < 25K < 25K - < 0,1M > 0,1 M
Twitter Analysis
Twitter, was born in 2006, as a microblogging platform and positioned itself in few years like the most popular media
for news spreading in the world. Its simplicity and the 140 characters limitation hugely speeded up the utilization of this
media, converting it into the favorite communication tool for professionals, businesses and fans.
Twitter is an asymmetrical social network, where we can follow a person is not following us and vice versa. Nowadays the
plataform counts more than 500 millions of users, the average of time navigation is of 89 minutes/month and the average
is of 165 mil tweets/minute. These datas make Twitter the second most important social network of the world. Below we
highlight some of the main advantage to be present in this social network:
• To realize special offers, competitions, and launch news goods.
• To offer a personalized service of Customer Care.
• To improve your own supply of goods and services.
• To strengthen the relationships with customers.
• To create an strengthen brand evangelists.
• To know better your audience.
5. The Advanced Social Media Analytics Tool / SocialWin™ Industry Report – All Rigths Reserved
2014
Audience Analysis
The Audience indicates the amount of followers of a community. For Facebook it’s the number of fans, on Twitter it’s the
number of followers and on YouTube it’s the number of subscribers. This metric provides the community’s audience size, it
shows how many users can be potentially reached.
Audience Ranking on Twitter
6. The Advanced Social Media Analytics Tool / SocialWin™ Industry Report – All Rigths Reserved
2014
Growth Analysis
Growth is an indicator that provides the speed of our community’s audience change and reflects the number of followers
gained or lost within a period of time. It is calculated based on the variation of the audience in a given period of time. The
growth value can be positive, if the community increases the number of followers or negative in the case the community loses
audience.
Growth Ranking on Twitter
7. The Advanced Social Media Analytics Tool / SocialWin™ Industry Report – All Rigths Reserved
2014
Posting Analysis (Content)
Posting is the metric that shows the volume of content published in a given period of time. This helps us measure the efforts
of the community management team, counting the number of published posts, sent tweets or uploaded videos in the past day,
week or month. We count the content posted by the community management team and, if the page allows so, the content
posted by other users in the timeline (in case we’re measuring Facebook).
Posting Ranking on Twitter
8. The Advanced Social Media Analytics Tool / SocialWin™ Industry Report – All Rigths Reserved
2014
Interaction Analysis
Interaction shows the total volume of interaction that has been generated in a given period of time. On Facebook, it counts
Likes, Comments and Shared content. On Twitter, it counts Retweets, Mentions and Favorited items. On Youtube it counts
number of Likes, Dislikes and Comments.
Interaction Ranking on Twitter
9. The Advanced Social Media Analytics Tool / SocialWin™ Industry Report – All Rigths Reserved
2014
Engagement Analysis
The Engagement is one of the main KPIs in social media and the value represents the level of loyalty or commitment of the
fans towards the brand’s fan page. The engagement score reflects the level of success of our content strategies and our
channel management activities. The algorithm used to calculate the engagement value considers the different types of
interaction in a period of time and assigns a score to each one. It then compares it to the audience of each community and the
result is a score from 0 to 100.
Engagement Ranking on Twitter
