Before, During and After: How Social Intelligence is Evolving
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Before, During and After: How Social Intelligence is Evolving
- 1. Brandwatch /Social Media Monitoring Ali Adams alistair@brandwatch.com | Cell: +1 (415) 635 5973 Before, During and After/ how social intelligence is evolving
- 2. Introduction © 2015 Brandwatch | www.brandwatch.com 2
- 3. What is Brandwatch and who do we work with? © 2015 Brandwatch | www.brandwatch.com 3
- 4. Cyclical Nature of Travel Decisions © 2015 Brandwatch | www.brandwatch.com 4
- 5. “ 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.” © 2015 Brandwatch | www.brandwatch.com 5 Ryan Holmes, HootSuite CEO
- 6. Before © 2015 Brandwatch | www.brandwatch.com 6
- 7. So where do we as the consumer go for advice or guidance when booking travel, flights and accommodation? © 2015 Brandwatch | www.brandwatch.com 7
- 8. Creating an intent to purchase query © 2015 Brandwatch | www.brandwatch.com 8
- 9. Top trending holiday destinations coming from the UK consumer © 2015 Brandwatch | www.brandwatch.com 9
- 10. © 2015 Brandwatch | www.brandwatch.com 10
- 11. Challenges for airlines include competing in a price-first marketplace and justifying price premiums A change in landscape meant airlines had to adapt appropriately emphasizing factors like CS, experience, safety and comfort to justify any price premiums © 2015 Brandwatch | www.brandwatch.com 11
- 12. Airline Association with Premium and Low-Cost in Online Conversation © 2015 Brandwatch | www.brandwatch.com 12 Is it important that airlines market and position themselves appropriately based on their social reputation and expectations?
- 13. How does purchase intent BEFORE action is taken differ across industries? © 2015 Brandwatch | www.brandwatch.com 13 Becks drives the greatest buzz but where does the monetary value sit?
- 14. This would also explain a lot… © 2015 Brandwatch | www.brandwatch.com 14
- 15. During © 2015 Brandwatch | www.brandwatch.com 15
- 16. Evaluating the best means of optimizing the customer experience Traditionally, the Airline Quality Ratings report was the standard measuring the following to determine quality: • On-Time Arrivals • Denied Boardings • Mishandled Baggage • Customer Complaints Yet the AQR “relied on subjective surveys of consumer opinion that were infrequently collected.” © 2015 Brandwatch | www.brandwatch.com 16
- 17. Customer conversations relating to in-flight experience Airlines looking to optimize their experience can use insights gleaned from social data to understand and adapt accordingly to their customers’ concerns. © 2015 Brandwatch | www.brandwatch.com 17
- 18. We just can’t help ourselves but connect through social and update the folks at home © 2015 Brandwatch | www.brandwatch.com 18
- 19. Brandwatch Signals /Unexpected events can happen during travel and vacations © 2015 Brandwatch | www.brandwatch.com 19
- 20. After © 2015 Brandwatch | www.brandwatch.com 20
- 21. Customer conversations relating to post-flight experience © 2015 Brandwatch | www.brandwatch.com 21 Typically almost one third of mentions display either advocacy or dissatisfaction with the brand they just flew with.
- 22. Summary © 2015 Brandwatch | www.brandwatch.com 22
- 23. Brandwatch Vizia/ Social Media Command Centers © 2015 Brandwatch | www.brandwatch.com Making real-time social data visible and actionable in corporate headquarters, marketing departments and board rooms worldwide. 23
- 24. Contact Email alistair@brandwatch.com Web brandwatch.com Twitter @brandwatch Telephone UK: +44 (0)1273 234 290 US: +1 212 229 2240 Germany: +49 (0)711 912 441 59 Fax UK: +44 (0)1273 234 291 Document Limitation The information given in this document has been checked for accuracy and completeness however Brandwatch shall not be liable for any errors or omissions. Brandwatch is a trading name of Runtime Collective Limited. Registered in England & Wales: 3898053 Sovereign House, Church Street, 1st Floor, Brighton, BN1 1UJ, United Kingdom © 2015 Brandwatch | www.brandwatch.com 24
Editor's Notes
- Who am I? My name is Ali and I direct the Travel, Hospitality & Tourism sector for Brandwatch, which is a social intelligence and analytics company. As you may tell from the accent I am not from the U.S. so have had the privilege of leading this exciting and evolving sector in both the UK and here in North America. I will take this opportunity to apologize in advance if you struggle to understand me during the next 10-15 mins and appreciate the occasional nod of the head and laugh...
- At Brandwatch we work with 1000+ brands and agencies globally and having worked directly with airlines such as British Airways, Virgin Australia, Cathay Pacific and Air Namibia I’ve learned a great deal about the travel industry and the impact social has on brands within this space. I will take this opportunity to apologize in advance if you struggle to understand me during the next 10-15 mins and appreciate the occasional nod of the head and laugh...
- What am I going to talk about? With a focus on airlines I am going to spend the next 10 minutes talking about the relationship between consumers and airline brands they use and break down these interactions into 3 points of contact. Before, During and After. Using my own personal experiences I want to highlight the opportunities for airlines to capitalize on my journey and those travel decisions made. As we all know social now allows more opportunities than ever for consumers to praise, complain, rant, rave, discuss and connect with airline brands. This relatively recent development presents both a unique challenge but a HUGE opportunity at the same time.
- DO THIS IN A PUNCHY, CONFIDENT, SOCIAL CHANGES EVERYTHING WAY This really highlights the importance for brands to adapt to such changes. With this big shift in how audiences are using social media, it opens the door to far more opportunities, ONLY IF you are smart, strategic and proactive.
- The catalyst to travel ranges from seeing a friend’s vacation photos on Facebook to travel advice on forums, or even a Buzzfeed list of top destinations. Selecting which brand to travel with is largely affected by word of mouth, online research, peer reviews, pricing and prior experiences
- I’m headed home to England for a two week visit at the end of July and speaking to my friends at home we decided to book a short weekend away. No wives, no girlfriends, just the guys. The only thing we can’t agree on is where to actually go. However, the majority vote is leaning towards Ibiza, which is most definitely NOT my preferred choice of destination. Being the social media geek I am today I figured I’d run a quick search in Brandwatch to capture purchase and travel intent of holiday destinations for the UK. With the objective being to uncover the most talked about destinations everyone intends to visit this summer.
- Using Boolean language I built this holiday intent search string to identify the most talked about and desired holiday destinations of choice. Little did I know once I hit that save button and open up a dashboard what was going to be presented in front of me...
- Ibiza! Smack, bang in the middle of this trending topics cloud!
- *This is me ‘competing’ with Manny Pacquio on the strip in Las Vegas. So we’ve committed to Ibiza despite my biggest protests...now we need to book 6 return flights. Travel search engines such as Kayak dramatically changed the landscape for airlines, collecting information on flight prices and presenting that information to the public. With complete price transparency, airlines charging higher rates are completely exposed. However, successful airlines recognized the shifting landscape and adapted appropriately, emphasizing factors like customer service, experience, safety and comfort to justify any price premiums.
- The above compares the volume of online conversation relating to airlines’ relative prestige. While European airlines such as EasyJet and Ryanair have garnered a strong association with low prices, Delta and Emirates on the other end are regarded as premium airlines. Well, to be honest I think that is a load of bollocks. We have seen that there is a clear trend and intent for consumers in the UK to visit Ibiza. What I see is an opportunity for the likes of RyanAir and EasyJet to go against the norm of what is expected and charge a premium to fly to these holiday destinations of choice. If there is a burning desire to visit a specific destination and all your friends are going, chances are you will pay whatever the cost (within reason of course). No one wants to be scrolling through their Instagram and see pictures of their friends during their vacation and think ‘why didn’t I just go?’
- Measuring intent to purchase BEFORE a consumer has taken any action can differ from industry to industry. Take fashion retailers for example, what drives purchase intent for their target audience is celebrity endorsements. Brandwatch tracked H&M as they ran four major celebrity endorsement campaigns. The purpose of the research was to not just analyze which celebrity caused the greatest buzz, but which generated the most intent to purchase mentions. After collecting and analyzing the data it became clear that David Beckham drove the highest volume of conversation for the H&M brand. However, Beyonce provoked more intent to purchase conversation. Through social listening, H&M were able to measure the value of their endorsement in a whole new way. Previously Becks would have been seen as the best ‘value’ endorsement for the retail brand due to sheer magnitude of conversation generated by him and his new underwear range. However, it’s clear that in terms of monetary value added to the business, Beyonce clearly comes out on top. For airlines this works in a similar way but instead of a celebrity endorsement USE destinations such as Las Vegas or Ibiza as your celebrity. Airlines can then learn if purchase intent from consumers actually converts to action and in turn sales and revenue.
- The traveller’s actual experience can be affected by the airlines quality (the movies, the meal, the seating etc.), the fit between the consumer and product, and the level of customer service throughout.
- I’m sure we’ve all had a good or bad in-flight experience that we’ve taken to social to voice our emotions. Seating and entertainment for me is a BIGGIE, if my seat doesn't’t recline or my screen doesn’t work I suggest you take cover because I will start flipping tray tables and most certainly voice my frustration before or even take off…on airplane mode and connected to the wifi of course With thousands sometimes millions of conversations data segmentation is so important. Analysis of conversations around twelve global airlines reveals that the most commonly-discussed topics relating to in-flight experiences were seating, service, special requirements and food (fig. 5). - Airlines aiming to develop and optimize their customer experience offering can target their efforts into improving popular areas that will have greater impact than others. - For example, investment in increasing the quality of cuisine, is likely to be more broadly appreciated by customers than improving the sanitation or beverage provisions would. Until they run out of beer and wine that is.
- We’re all guilty of being on our phones tweeting or posting images from the beach or poolside just to let everyone know at home what fun we are having. But there are instances where crises emerge that can have a significant impact on the reputation and the consumers experience. Anything from a flight cancellation or delay to lost baggage can trigger an social avalanche. For example, British Airways and Ian Poulter…
- Social media is face paced that means social listening and analytics tools need to be faster and innovate in order to keep airlines and travel brands ahead of the game. Take this tweet by Ian Poulter for example, for those of you who do not know he is a professional golfer from England and has had an ongoing battle with British Airways for the past 3 years now. But what triggered it? While travelling to the U.S. for a tournament BA somehow managed to lose Poulter’s clubs and couldn’t recover them. For a golfer about to compete in a PGA tournament with prize money in the millions not having your clubs is a big deal. At the time BA weren’t prepared for the backlash from Poulter and his fans who jumped on the tweet and voiced their ‘concerns’. Anyhow being one step ahead not only for opportunity spotting but also for PR issues DURING travel can have equal impact. That’s why Brandwatch introduced Signals, which analyzes your data in real time to automatically alert you via email when there have been significant changes, such as an increase in volume, a trending story or an influencer getting involved in the conversation.
- After the flight, customers continue to publicly vent about their experience. On my last visit to Ibiza my flight was delayed 6 hours in Spain followed by another 2 hours on the runway in Gatwick, London. Hence my reluctance to go back following the worst journey home and nursing a terrible hangover. I of course tweeted directly to the airline, with some very stern words that if I said in front of my mother I most definitely would get a clip around the ear. *As you can see almost one third of mentions are displaying either advocacy or dissatisfaction for the brand they just flew with (fig. 6). In my case it was dissatisfaction. Recall the cyclical nature of the sector, and consider that ‘After’ interactions feed directly back into ‘Before’ decisions. My tweets and anger directed at the airline will be seen by the next consumer at the BEFORE stage of their decision making cycle. Although my time in Ibiza was brilliant I will remain a ‘lost opportunity’ and even a detractor if you like for the airline I travelled with simply because the way my travel experience ended terribly and this feeds directly back into the
- Something funny and charming about your holiday before, during and after, and how it all comes together Now I’ve shared my BEFORE, DURING and AFTER and how the cyclical nature of travel decisions tied in with my personal experiences…how can airlines manage thousands of conversations at any one time?
- As social analytics evolves marketers and analysts don’t have the time or resource to sit in front of a screen all day hitting refresh on their dashboards to see how stories, trends or topics emerge. This is why social listening has taken another step forward into the future in the form of command centers. In 2013 Brandwatch launched Vizia, which is a second generation social media command center. Vizia is a dynamic, multiscreen display system that allows flexible segmentation of your data for presenting the online conversation about your brand using beautiful real time visualisations. Here you can immediately take action on any conversation that surfaces whether it be a sales and marketing opportunity or a security/threat to the brands reputation. My point being that through establishing a central social hub to manage social activities, teams and departments across your enterprise can communicate fast and effectively.