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Oi 2014 Masterclass
MICHAEL BRACKPOOL & BEN HACKETT
Travel & Hospitality Report 2014

Disruption
© 2014 Brandwatch | www.brandwatch.com 2

“ 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. ”
Ryan Holmes, HootSuite CEO

Navigating the social media universe presents
a number of challenges

Volume
5© 2014 Brandwatch | www.brandwatch.com

Variety
6© 2014 Brandwatch | www.brandwatch.com | Photo: Jenni Douglas/ Flickr

Velocity

What if you can’t find what you’re looking for?

There are other issues too:

“THE NUMBER OF SIGNIFICANT
FINDINGS DON’T REPLICATE THE
EXPANSION OF NOISE TO
SIGNAL.”
Source/ David Brooks, NY Times

But it is undeniable that there are significant
opportunities:
12
•Customer service
•Market and consumer research
•Understanding Brand perception
•Campaign measurement and improvement
•Influencer identification
•Lead generation
•Crisis management
•To infinity and beyond
© 2014 Brandwatch | www.brandwatch.com

Brandwatch/ Company Overview
1000+
Clients
in 15
Markets
94%
Customer
Satisfaction
Twitter Certified Product Supporting
Clients in
27
Language
s
World
Class
Development
& Services
Team
180Employees
60 Product Developers
7 PhD Staff Members
Rapidly Growing
Client Base
137% YoY
International Presence
•Brighton
•Berlin
•Chicago
•New York

Brandwatch Analytics
Our flagship product: web based social media monitoring platform

A reimagining of 1st-gen
social media ‘command
centres’
Flexible, configurable visual
displays of data and insights
for varied use cases
Powered by Brandwatch’s
flagship social monitoring
& analytics platform
Brandwatch Vizia/ Beautiful data at your command

How does the Analytics platform work?
• Crawl 70M+ sites
including key
social networks
• 27 languages
• Powerful search
operators
• 20Bn + indexed
URLs
• Years of historical
data
• Automated topic &
sentiment analysis
in all 27
languages
• Automate
common tasks
including alerts
• Advanced
analytics modules
• Automatic
categorisation
with rules
• Custom
dashboards
• Reporting &
alerts
• Action insight via
integrations

Campaign Measurement
Measure the
impact of your
campaigns

Influencer Identification & Outreach
Isolate your
most important
& relevant
authors

Marketing Research
Uncover
actionable
insights about
your market

Competitor Benchmarking
Compare your
position to the
competition

Reputation Management
Monitor your
brand’s
reputation in
real-time

Airlines, Accommodation & Travel Agencies

Cyclical Nature of Travel Decisions

Volume of customer service data
Traditionally, the Airline Quality Ratings report was the standard,
measuring On-Time Arrivals, Denied Boardings, Mishandled
Baggage and Customer Complaints to determine quality. Yet the
AQR “relied on subjective surveys of consumer opinion that were
infrequently collected.”
Challenges
•Evaluating the best means of optimizing the customer experience
•Ensuring you meet the service expectations of your customers
•Competing in a price-first marketplace and justifying price
premiums

What actually matters to your customers?
Airlines looking to optimize their experience can use insights gleaned from
social data to understand and adapt accordingly to their customers’ concerns.

Optimising customer service

What did we learn?
The rich conversation data now available for airlines to mine through social
listening presents a series of opportunities never seen before.
•Listen to customer conversation to truly understand the perception
of your brand and align your strategy accordingly
•Identify influencers
•Automatically segment your data into specific categories to better
comprehend the quality of your service
•Social can represent a new, responsive and cost effective service
channel.
30

Researching and understanding a Variety of sources
Hoteliers must both deliver excellent service and understand how
social reviews influence their existing and prospective customers.
Current Challenges
•What is being said about your brand online, by who and on which
sites?
•How do customers perceive different aspects of your offering?
•How can you use social media to generate new business?

Social media changes the way we make decisions

What matters to customers?
Analysis of Hilton Hotels’ online conversations reveals customer service is the
most frequently discussed topic, followed by comfort, cleanliness and price.

Finding new business in strange places

What did we learn?
The LateRooms and Hilton Hotels examples show that advanced, granular
listening is an extremely powerful weapon for brands to understand what,
where and why customers are talking about them online.
•Dissect and isolate your data by site and topic to monitor, in real time,
the reviews and reviewers that matter most to you.
•Segment data into different themes to enhance your service offerings
and cultivate a positive reputation.
•Use sophisticated Boolean language to identify potential prospects,
crises and partnership opportunities.

Campaign refinement: at Velocity
By monitoring campaign related discussion brands can optimise
campaign impact in real time.
Challenges
•Proving the overall ROI of campaigns
•Differentiating between engagement and profitable business impact
•Deciphering the reaction to your campaigns as they are happening

“Violins”

Just over half of all conversation relating to this advert
was negative.

“Getting on your nerves?”

Expedia’s self-effacing and daring response let
customers truly know “we’re listening.”

What did we learn?
Intelligent marketers are using emerging technologies and innovative
techniques to:
•Measure real time performance
•Track consumer discussion types to understand intent
•Adapt appropriately and quickly if required
•Generate much greater ROI from their marketing spend.

Say hello:
@brandwatch
www.brandwatch.com
UK: +44 (0)1273 358 635
michaelb@brandwatch.com

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