TBEX Business, Advanced, Jason Falls is a leading digital strategist, author, speaker and thinker in the digital and social media marketing industry. His strategies and ideas have touched iconic brands like General Motors, AT&T, Maker’s Mark, Humana, CafePress and Fireball Whisky, among others. Falls leads strategy for Elasticity, an innovative agency that blends public relations, social media, mobile and SEO to help brands adjust and excel in an ever-changing marketing landscape.

1. WHAT’S THE PLAN?
— January —

2. WHAT’S THE PLAN?THE SOCIAL AGENCY
Monitoring vs. Listening

3. WHAT’S THE PLAN?THE SOCIAL AGENCY
What happens when you assume?

4. WHAT’S THE PLAN?
Conversations are happening right now!

5. WHAT’S THE PLAN?THE SOCIAL AGENCY
What research is used to improve
Product
Experience
Messaging

6. WHAT’S THE PLAN?
TRADITIONAL VS. CONVERSATIONAL
TRADITIONAL
• Structured
• Directed
Feedback
• Subject
Bias
• Time
Consuming
• Costly
CONVERSATIONAL
• Unstructured
• Unsolicited
Feedback
• Without
bias
• Real-­‐
to
Near-­‐Real-­‐Time
• Cost
efficient

7. WHAT’S THE PLAN?
What are consumers saying?

8. WHAT’S THE PLAN?
METHODOLOGY
• Searched all online sources except news sites (blogs,
microblogs, forums, social media, ratings and reviews)
• “planning a trip” “planning a vacation” “trip planning”
“vacation planning”
• Disambiguated data to remove irrelevant themes, bot and
non-consumer accounts, news aggregator social accounts
• Looked at all conversations from May 20, 2015 to May 19,
2016

9. WHAT’S THE PLAN?
OVERVIEW

10. WHAT’S THE PLAN?
DEMOGRAPHICS

11. WHAT’S THE PLAN?
DEMOGRAPHICS

12. WHAT’S THE PLAN?
DEMOGRAPHICS

13. WHAT’S THE PLAN?
CONVERSATION ENVIRONMENT

14. WHAT’S THE PLAN?
CONVERSATION ENVIRONMENT

15. WHAT’S THE PLAN?
THE INSIGHTS - SENTIMENT

16. WHAT’S THE PLAN?
THE INSIGHTS - ATTRIBUTES

17. WHAT’S THE PLAN?
THE INSIGHTS - BEHAVIORS

18. WHAT’S THE PLAN?
THE INSIGHTS - RECOMMENDATIONS

19. WHAT’S THE PLAN?
THE INSIGHTS – RECOMMENDATIONS

20. WHAT’S THE PLAN?
THE INSIGHTS – RECOMMENDATIONS

21. WHAT’S THE PLAN?
THE INSIGHTS – RECOMMENDATIONS

22. WHAT’S THE PLAN?
THE INSIGHTS – RECOMMENDATIONS

23. WHAT’S THE PLAN?
THE INSIGHTS - BEHAVIORS

24. WHAT’S THE PLAN?
THE INSIGHTS – CANCEL DEEPER DIVE

25. WHAT’S THE PLAN?
THE INSIGHTS - EMOTIONS

26. WHAT’S THE PLAN?
THE INSIGHTS - TERMS

27. WHAT’S THE PLAN?
THE INSIGHTS - THINGS

28. WHAT’S THE PLAN?
THE INSIGHTS - BRANDS

29. WHAT’S THE PLAN?
THE INSIGHTS

30. WHAT’S THE PLAN?
THE INSIGHTS

31. WHAT’S THE PLAN?
THE INSIGHTS

32. WHAT’S THE PLAN?
THE INSIGHTS – TRENDING THEMES

33. WHAT’S THE PLAN?
THE INSIGHTS
• Lots of conversations, fewer direct
recommendations from peer to
peer
• Don’t abandon search strategies
• TripAdvisor is dominant in North
America
• Establish influencer relationships to
drive more recommendations
• But then there’s Facebook

34. WHAT’S THE PLAN?
FACEBOOK TOPIC DATA

35. WHAT’S THE PLAN?
REMEMBER THIS?

36. WHAT’S THE PLAN?
REMEMBER THIS?

37. WHAT’S THE PLAN?
WE HAVE TO ASK …
IF Twitter conversations total 219,443
21%
AND Twitter is used by
of consumers
AND Facebook is used by
of consumers
64%
HOW
MANY
CONVERSATIONS
ARE
WE
MISSING?

38. WHAT’S THE PLAN?
HOLY SMOKES?!?!
668,779

39. WHAT’S THE PLAN?
FACEBOOK TOPIC METHODOLOGY
• Same topic net - “planning a trip” “planning a vacation” “trip
planning” “vacation planning”
• Gathered a sample of 37,200 conversations meeting
parameters that took place over the course of five days
• Sampling is the process because you are charged by data
volume
• DataSift automatically disambiguates and scores – so less
manual control after topic is set

40. WHAT’S THE PLAN?
TIP OF THE CAP
Duncan Alney
• Firebelly Marketing
• www.firebellymarketing.com
• Social Marketing & Management Firm
• Indianapolis, Ind.
• Using Nuvi (www.nuvi.com)

41. WHAT’S THE PLAN?
FACEBOOK TOPIC DATA
Total Conversations/Interactions37,200
Facebook posts18,700
Facebook comments15,700
Facebook shares2,800

42. WHAT’S THE PLAN?
FACEBOOK TOPIC DATA

43. WHAT’S THE PLAN?
FACEBOOK TOPIC DATA

44. WHAT’S THE PLAN?
FACEBOOK TOPIC DATA

45. WHAT’S THE PLAN?
FACEBOOK TOPIC DATA

46. WHAT’S THE PLAN?
FACEBOOK TOPIC DATA

47. WHAT’S THE PLAN?
FACEBOOK TOPIC DATA

48. WHAT’S THE PLAN?
FACEBOOK TOPIC DATA

49. WHAT’S THE PLAN?
FACEBOOK TOPIC DATA

50. WHAT’S THE PLAN?
FACEBOOK TOPIC DATA

51. WHAT’S THE PLAN?
THE INSIGHTS
• Far more conversations
• Far more relevant conversations
• Focus on providing sharable
Facebook content and driving
personal recommendations
• Influencer marketing is critical here
• Online media to support popular
content is smart

52. WHAT’S THE PLAN?THE SOCIAL AGENCY
QUESTIONS

53. WHAT’S THE PLAN?THE SOCIAL AGENCY
Thank You.
jason@goelastic.com