Krassi Simonski, Market Analyst, Eastern Europe, PhoCusWright at Online Travel 3.0 2013
Social Travel: Managing, Monitoring and Measuring · Social Travel: Managing, Monitoring and...
Transcript of Social Travel: Managing, Monitoring and Measuring · Social Travel: Managing, Monitoring and...
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Social Travel: Managing, Monitoring and Measuring Sponsored by
December 4, 2014
Cathy Walsh
Senior Research Analyst,
Phocuswright Inc.
Maggie Rauch
Research Analyst,
Phocuswright Inc.
Gert Wim ter Haar
Social Media Hub Manager,
KLM Royal Dutch Airlines
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© 2014 Phocuswright Inc. All Rights Reserved. 2 2 © 2014 Phocuswright Inc. All Rights Reserved.
Social Travel: Managing, Monitoring and Measuring Sponsored by IGT
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© PhoCusWright
December 4, 2014
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3 © 2014 Phocuswright Inc. All Rights Reserved.
Agenda
1. Social Demand
2. Travel Companies on Social Media: Where and Why?
3. Managing, Monitoring, Measuring
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Social Demand
#phocuswright @Connect_IGT
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5 © 2014 Phocuswright Inc. All Rights Reserved.
Share of Travelers Who Use Social Monthly
Source: Phocuswright’s Traveler Technology Survey 2013; European Traveler Technology Survey; and China Consumer Travel Report
82%
US UK FR DE CN
80%
69%
73%
98%
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6 © 2014 Phocuswright Inc. All Rights Reserved.
Source: Phocuswright Inc.
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7 © 2014 Phocuswright Inc. All Rights Reserved.
Travelers are Sharing Leisure Travel
Experiences on Social Networks
Source: Phocuswright’s European Traveler Technology Survey 2014
40%
29%
18%
22%
0% 10% 20% 30% 40% 50%
France
Germany
UK
U.S.
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8 © 2014 Phocuswright Inc. All Rights Reserved.
Shopping? Not So Much.
Source: Phocuswright’s U.S. Consumer Travel Report Sixth Edition; Phocuwright’s European Consumer Travel Report
13%
10%
9%
6%
0% 10% 20%
France
Germany
UK
U.S.
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9 © 2014 Phocuswright Inc. All Rights Reserved.
Base: U.S. online travelers who use social networks
Source: Phocuswright Inc.
More than half “like” or
“follow” a company
Two in 10 “like”
or “follow” a
travel company
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© 2014 Phocuswright Inc. All Rights Reserved. 10 10 © 2014 Phocuswright Inc. All Rights Reserved.
Source: Phocuswright Inc.
60-80%
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© 2014 Phocuswright Inc. All Rights Reserved. 11 11 © 2014 Phocuswright Inc. All Rights Reserved.
Source: Phocuswright Inc.
60-80% >20%
36%
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© 2014 Phocuswright Inc. All Rights Reserved. 12 12 © 2014 Phocuswright Inc. All Rights Reserved.
Source: Phocuswright Inc.
60-80% >20%
36%
10-20%
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© 2014 Phocuswright Inc. All Rights Reserved. 13 13 © 2014 Phocuswright Inc. All Rights Reserved.
Source: Phocuswright Inc.
<10%
<5%
60-80% >20%
36%
10-20%
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14 © 2014 Phocuswright Inc. All Rights Reserved.
Source: Phocuswright Inc.
More travelers
post about their
trips on mobile
than on desktops.
More travelers post about their trips on mobile than on desktops.
More travelers
post about their
trips on mobile
than on desktops
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Travel Companies on
Social Media: Where and
Why?
#phocuswright @Connect_IGT
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16 © 2014 Phocuswright Inc. All Rights Reserved.
Source: Phocuswright’s Social Media In Travel: Mayhem, Myths, Mobile & Money
Travel Companies are Keeping Pace Use of social networks by all travel companies
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Vine
Tumblr
Foursquare
Google+
YouTube
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© 2014 Phocuswright Inc. All Rights Reserved. 17 17 © 2014 Phocuswright Inc. All Rights Reserved.
1) Customer Engagement
2) Brand Marketing
3) Loyalty
4) Customer Insights
5) General Customer Service
Goals
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18 © 2014 Phocuswright Inc. All Rights Reserved.
Source: Phocuswright Inc.
Social hasn’t replaced
the call center or
front desk …
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19 © 2014 Phocuswright Inc. All Rights Reserved.
But It Is Still “Very Important” for Customer
Service
Source: Phocuswright’s Social Media In Travel: Mayhem, Myths, Mobile & Money
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Online Sellers
Travel Packagers
Lodging
DMOs
Travel Agencies
Airlines
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Managing, Monitoring,
Measuring
#phocuswright @Connect_IGT
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21 © 2014 Phocuswright Inc. All Rights Reserved.
Source: Phocuswright’s Social Media In Travel: Mayhem, Myths, Mobile & Money
Four in five travel companies
monitor at least daily Constant real-time monitoring most common
among chain hotels (nearly 70%)
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22 © 2014 Phocuswright Inc. All Rights Reserved.
Source: Phocuswright’s Social Media In Travel: Mayhem, Myths, Mobile & Money
Most travel companies monitor and maintain
social content in 1-2 languages
But roughly two in 10 monitor 3+ languages
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23 © 2014 Phocuswright Inc. All Rights Reserved.
Mix of Positive/Negative Comments Varies by
Segment
Source: Phocuswright’s Social Media In Travel: Mayhem, Myths, Mobile & Money
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24 © 2014 Phocuswright Inc. All Rights Reserved.
Mix of Positive/Negative Comments Varies by
Segment
Source: Phocuswright’s Social Media In Travel: Mayhem, Myths, Mobile & Money
56%-79%
7-19%
Chain Hotels Online Sellers
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25 © 2014 Phocuswright Inc. All Rights Reserved.
Travelers Complain… Who Responds?
Source: Phocuswright’s Social Media In Travel: Mayhem, Myths, Mobile & Money
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Lodging Online Seller DMOs TravelPackagers
Airline TravelAgencies
Always respond Usually respond
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26 © 2014 Phocuswright Inc. All Rights Reserved.
Third Party Tools v. Monitoring Firm
Source: Phocuswright’s Social Media In Travel: Mayhem, Myths, Mobile & Money
0%
10%
20%
30%
40%
50%
60%
Chain Hotels DMOs Independents Online Sellers Airlines
Use third-party tools in-house Third-party monitoring firm
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© 2014 Phocuswright Inc. All Rights Reserved. 27 27 © 2014 Phocuswright Inc. All Rights Reserved.
Source: Phocuswright’s Social Media In Travel: Mayhem, Myths, Mobile & Money
Referrals
Responses to
posts/tweets
Number of likes
Conversion on referrals
Number of followers
Clicks on posts/tweets
with a link
Metrics: Sizing Up Social Performance
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28 © 2014 Phocuswright Inc. All Rights Reserved.
Tracking Referrals and Conversions
Source: Phocuswright’s Social Media In Travel: Mayhem, Myths, Mobile & Money
0%
10%
20%
30%
40%
50%
Chain Hotels DMOs Independents Online Sellers Airlines
Track direct referral traffic from social posts Track sales (conversions) from social posts
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© 2014 Phocuswright Inc. All Rights Reserved. 29 29 © 2014 Phocuswright Inc. All Rights Reserved.
Source: Phocuswright’s Social Media In Travel: Mayhem, Myths, Mobile & Money
Measuring ROI
Measuring social marketing
New social platforms
Responding to complaints
Monitoring social activity
Top Social
Challenges
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Gert Wim ter Haar Social Media Hub Manager,
KLM Royal Dutch Airlines
#phocuswright @Connect_IGT
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Questions?
#phocuswright @Connect_IGT
Cathy Walsh
Senior Research Analyst,
Phocuswright Inc.
Maggie Rauch
Research Analyst,
Phocuswright Inc.
Gert Wim ter Haar
Social Media Hub Manager,
KLM Royal Dutch Airlines
![Page 43: Social Travel: Managing, Monitoring and Measuring · Social Travel: Managing, Monitoring and Measuring Sponsored by IGT All PhoCusWright Inc. publications are protected by copyright.](https://reader034.fdocuments.us/reader034/viewer/2022042312/5edac119434f4178104f9321/html5/thumbnails/43.jpg)
© 2014 Phocuswright Inc. All Rights Reserved. 43 43 © 2014 Phocuswright Inc. All Rights Reserved.
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December 10, 2014
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Sr. Consumer Analyst,
Phocuswright Inc.
Evan James
Head of North American
Marketing Socialbakers
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