7 Steps To Travel Industry Social Media Mastery by @DrNatalie #DrNatalie

@DrNatalie Petouhoff (Pet-a-dog)
@drnatalie
The
7
Steps
To
Crea.ng
Powerful

Customer
Experiences
&
Get
Social
Media
ROI

in
the
Travel
and
Tourism
Industry

www.DrNatalieNews.com

PWC Management
Consultant
Top Forrester
Social Media,
CRM & Customer
Service Analyst
Chief Strategist for Social Media &
Digital Communications
PR & Marketing Agency
Dr. Natalie’s Background
Analyst Rankings:

Write
Books
or
Chapters
In
OPB

4
What Clients are asking me is… How do I Create Powerful
Customer Experiences & Get Social Media ROI?
How do I take my social media and
digital marketing to the next level?
• Do more of the right things
• Put structure around what is unstructured
• Benchmark “As Is”
• Create a strategy and plan
• Track the progress
• Gather the right metrics
• Get an ROI….

WE HEAR ALL THE HYPE THAT SOCIAL IS GOOD AT
INCREASING LOYALTY, ADVOCACY AND REFERRALS.
But many of the brands I work with are disappointed in their
results
After working with brands, I realized there need to be a way to…
•  Get real, accelerated business results from social
•  Reduce the politics and get consensus on best next steps
•  Make smarter decisions and align your team with goals

What I realized was, “How do you know when you
are doing the best you can?”
Social Media Capability Calculator

LISTEN = 100
LEARN = 200
ENGAGE = 300
INTEGRATE = 400
OPTIMIZE = 500
What’s
your
score?

ssss
Putting Structure around
the unstructured
TAKES
THE
CHAOS
TO
ORDER
@drnatalie

5

•  Where are we on the Social Media / Customer
Experience Adoption Curve?
•  What steps do I take to get to the next level?
•  How do I justify these next steps?”

Step
1:
Gather
Insights
by

Monitor
&
Listening

Step
4:
Crea6ng

Engaging
Content

Step
3:
Finding
Your

Audience

Step
5:
Designing

S6cky
Interac6ons

Step
6:
Stop
the
Poli6cs;

Gain
Org
Alignment

Step
2:
Crea6ng
a

Measurement
Program

9

NEED A STRATEGY FOR
DIGITAL/ SOCIAL CUSTOMER EXPERIENCE
7
Steps
To
Fast
Track
Success

Step
7:
Iterate
and
Pivot

Based
on
the

UCLA
Course

Social Customer Experience Strategy
Step 2:
Measurement
Step 3:
Audience
Level 4:
Content
Step 5:
Interaction
Level 6:
Organizational
Alignment
Step
1:
Gather
Insights
by

Monitoring
&
Listening

Copyright © 2012 @DrNatalie Petouhoff The Social Business Course™ ® © All Rights Reserved
The problem is:
…Most of us suffer from the Rodney Dangerfield
Affect…
…We don’t get enough respect…
…We are not empowered with budget and
resources to make the changes we know we want
to & the company needs to make…
…Don’t have the support of executive
management…

Step 2:
Measurement
Step 3:
Audience
Level 4:
Content
Step 5:
Interaction
Level 6:
Organizational
Alignment
Step
1:
Gather
Insights
by
Monitoring
&
Listening

Social Media is a game changer!
The difference?
I call it the Witness Factor™!
But…

GO BACK IN TIME…
PEOPLE WERE PREDICTING THIS…
There would be…
A place in time
Where the customer‘s voice
The employee’s voice
Would start to mean something…
And there would be an enabling technology
We are here now…
This is your opportunity as businesses…

MANY SCHOLARS
HAD ADVOCATED TO
LISTEN TO
CUSTOMERS,
EMPLOYEES,
PARTNERS…
As an engineer I…
GO BACK FURTHER…

Step 1: Gather Insights by
Monitoring & Listening
Step
1:
Gather
Insights
by
Monitoring
&
Listening

Does the company:
•  Use social media monitoring tools?
•  Do they listen to the word-of-mouth in social networks?
•  What do they do with information they learn?

Step
1:
Gather
Insights
by
Monitoring
&
Listening

Most everything the business
needs to know…
•  What’s working
•  What’s not working
•  What would be better if…
Can be seen in
social networks…

•  What are customers saying about
your company?
•  What did you learn “Would be
better if…” – from the customer’s
point of view?
•  What are your CSAT- type scores
telling you?
•  Are you using the information you
gather to make a better company,
products & services?

Step
1:
Gather
Insights
by

Monitoring
&
Listening


Step
1:
Gather
Insights
by
Monitoring
&
Listening

Best Practices are:
•  Using real-time monitoring data to
manage the business
•  Share that information with:
•  Executives (CEO, COO, VPs, Directors…)
•  Functional Department leads in all
departments
•  PR, Marketing, Sales, Service,
Production Innovation, Back Office…
•  A digital dashboard for real-time
monitoring, listening, interaction,
engagement

Step
1:
Gather
Insights
by
Monitoring
&
Listening

Example:
Corinthia
Hotel

1.  Saw
a
customer’s
tweet

about
a
nightmare
check-‐in

process

2.  Quickly
assessed
the

situa6on

3.  There
was
a
large
group
that

had
just
arrived

4.  The
Corinthia
Team
was

listening,
saw
the
tweet

5.  Knew
that
was
not
good
PR

6.
They
reached
out
to
the
customer in twitter, saying, “They were really sorry to hear about this – it isn’t
something that we expect happening in our hotels – so let us help.”

7.
They
used
the
Direct
Message
func6on
to
obtain
informa6on
to
connect
with
the
customer
at

the
hotel
and
no6ﬁed
the
management
team
at
the
hotel
immediately

8.
The
issue
was
quickly
resolved
and
the
customer
tweeted
to
their
followers:

The problem is often:
… Measure the wrong things…
…Drive the wrong behaviors: AHT…
… Haven’t set-up measurement program to give
attribution to social media…
….Don’t know how to measure social media…

Step
2:
Crea.ng
a
Measurement
Program


Best practices means having:
•  Clear objectives, goals, outcomes
•  Building business cases
•  A Measurement practice:
•  Efficiency & Effectiveness of
•  Traditional PR, Marketing
customer care initiatives
•  Then give attribution to what
social media can provide
•  And measure the social
media ROI

Step
2:
Crea.ng
a
Measurement
Program

Step
2:
Crea6ng
a

Measurement
Program


HOW WOULD YOU CALCULATE ROI?
Chalk it up to the “Witness” factor
ROI = Benefits - Costs x 100
Costs

WHAT ARE THE
ESSENTIAL ELEMENTS OF
A GREAT BUSINESS?
1. LISTEN TO YOUR EMPLOYEES &
CUSTOMERS…
2. CONNECT PEOPLE
WHO MAKE DECISIONS
WITH PEOPLE WHO
KNOW THE ANSWERS

WHAT ARE THE BENEFITS OF
CREATING EXPERIENCES
WITH INPUT FROM THE “CROWD”
Creating better travel experiences and 
•  Reducing the cost of PR & Marketing
•  Increasing the lead conversion rates
•  Reducing the cost of sales
•  Reducing refunds and/or churn
•  Increasing customer lifetime value
•  Reducing employee attrition
•  Increasing employee productivity
The benefits are…

And because customers:
-  Feel heard and
-  Are getting what they need….
-  Remember the customer from Corinthia ?
-  For the next three days, he was tweeting all about the hotels
-  Became a loyal advocate
-  Talked about how much he liked the:
-  Management
-  Customer service and
-  The different hotels….
Chalk it up to the “Witness” factor“People believe people like themselves 78% more than advertisers…”
Source: Nielsen, Edelman…

When customers have an emotional
attachment to a brand and an ownership
because they had input- it leads to…
•  Increased positive online ratings
•  Increased customer loyalty
•  Increased customer advocacy
•  Increased customer referrals via WOM
•  Increased sales
THIS MATTERS BECAUSE
WORD OF MOUTH WORKS…

I help companies calculate the ROI
of things they thought were too squishy or couldn’t be calculated
ROI of Human
Capital
Innovation
Social Media…
With Dynamic
ROI Visualizer
Calculators
&
Dashboards…

The problem is…
…Have not identified and established
relationships…
…With key, target audiences…
…To drive better customer experiences
& loyalty, advocacy and referrals…

Step
3:
Finding
Your
Audience


THE GOAL OF THIS STEP IS TO…
28
…organically drive word-of-mouth
where the customer genuinely and authentically
becomes the voice of the brand
and shares their own experiences
about how the service / customer experience
has changed their life
in their own words
which will result in organic
advocacy, referrals and loyalty as well as sales…
“Markets are Conversations”
- ClueTrain Manifesto

YOU
CAN
REALLY

GET
PEOPLE

CONNECTED

&
Engaged

It
starts
with
a

brand
persona…
•  82% of Travelers trust recommendations from their
friend & family
•  74% of US Travelers have a Facebook profile
•  33% of Travelers reference social media as a main
source of travel ideas and inspiration
Source: 2013 Portrait of American Traveler’s Study

When you stumble upon a good story, it will:
•  move you deeply
•  make you squirm
•  wake you up
•  make you want to share it with your best friend
•  make you want to rally to the cause
Once the relationship is created,
it leads to purchases in authentic way--
unlike any other marketing technique.”
Top Creative Agencies Use Storytelling Content--
Social Media is a Storytelling Medium
—Neil White
President & CEO
BBDO Proximity

Reason for good storytelling “content”
shows how your product will affect the lives of your buyers
•  Powerful, yet underutilized
•  Humanizes the brand
•  Creates emotional connection to
services and offerings
•  Creates the conversation with target
audience
•  Drives natural flow through the
marketing funnel

Best Practices are to:
•  Create a brand persona
•  Define the:
•  Characteristics
•  Behaviors
•  Personality
•  Account Tagline: "A Breath of Fresh Airline”
•  They ask their travelers to tag their travel pics
with #virginamerica so we can follow along on
your trips
•  Tweet us: @VirginAmerica
Step
3:
Finding
Your
Audience

Example Virgin America Airlines
•  The characteristics and behaviors & personality of the airline is more like a party than a method of
transportation
•  It’s fun, its hip…
•  Even the lighting is cool… makes the cabin look more like a dance club than an airplane

You know you’ve found
your audience when they
are the ones telling your
story….
Step
3:
Finding
Your
Audience

Best Practices are to…
•  Have Social Identities in the contact
management / customer record system
•  Study their target audiences
•  Values, biases, attitudinal behaviors,
psychographics, motivations and
social
•  Always uses this information when
interacting with them
•  To make the interactions or events
or offerings relevant to them

Step
3:
Finding
Your
Audience

Customer
Name

Best Practices…
The interactions are so meaningful
that it creates a galvanizing bond…
…And Brand Ambassadors
•  Answer questions
•  Defend the brand when an
online crisis starts to brew…

Step
3:
Finding
Your
Audience


The problem is that the content…
… is not relevant…
….Does not help customers get what they need…
… Doesn’t answers questions, provide help, how-to’s…
… and the format and distribution are not effective…
Step
4:
Crea.ng
Engaging
Content

There are 3.5B pieces of content shared per
week….
•  This means that your content needs to be
relevant
•  But you can’t know what’s relevant if you
haven’t done Step 3
•  Step 3 – Audience Analysis helps you figure
out those target audiences interests
•  So content can become fun, indispensible,
sticky….
Step
4:
Crea6ng

Engaging
Content
Step
4:
Crea.ng
Engaging
Content

Content Marketing is
1. creating and distributing relevant & valuable content to:
•  Attract
•  Acquire and
•  Engage customers.
2. A very well defined target market audience with the
objective of driving profitable customer action.
38
Ask yourself….
How will your content help your audience?

Example: TrufflePig.com
39
To Trufflepig is to look. To dig. To unearth and to find.
They believe better travel is a result of digging deeper and connecting the right dots…
Their voice & content strategy: the real, the vernacular, the authentic and imaginative, the
pungent and confident, the clean and simple.

Example: TrufflePig.com/the-sounder
= Online Magazine
40
The people who work there:
•  Write their own content
•  They take their own
pictures

Example: TrufflePig.com Content Gets Media Coverage
41
•  And customers love them
•  Because they know their
trip was planned by
people
•  Who who care as much
about your trip as you do

Example: TrufflePig Uses Pinterest to show-off those
great pictures of amazing and unusual travel…
42
•  And customers love them
•  Because they know their
trip was planned by
people
•  Who who care as much
about your trip as you do

•  Use the info in online interactions on
Facebook, Twitter, Blogs, Forums, etc… to
create answers / information
•  Populate this content in dynamically
updated FAQs, articles, online stories,
Tweets, customer-facing knowledge base,
in forums…
•  And provide customer service agents with
quick access to the same information
•  Use this content to drive better self-service
Step
4:
Crea.ng
Engaging
Content

•  Assure the content’s delivery is:
•  Consistent
•  Repeatable
•  Engaging
•  Entertaining
•  Make sure format of the content works on:
•  PC, MACs…
•  All standard browsers: Safari, Internet
Explorer, FireFox, Chrome, etc…
•  Most popular smart phones & tablets… Step
4:
Crea6ng

Engaging
Content
Step
4:
Crea.ng
Engaging
Content

The problem is that the…
… technology, platforms and systems…
… use to interact with customers…
…to deliver content, capture feedback and
enhance interactions…
… falls short…

Step
5:
Designing
S.cky
Interac.ons

Some companies have a:
Have not really designed their interactions to:
•  Engage customers and
•  Meet business goals
•  Because they have not done the work in
Steps 1-4
•  Step 1: Monitor
•  Step 2: Measure
•  Step 3: Audience
•  Step 4: Content

Step
5:
Designing
S.cky
Interac.ons
Step
5:

Designing
S6cky

Interac6ons

Awareness

Consideration

Intent

Purchase

Loyalty

Advocacy /
Referral

TV, Radio,
Print

Company

Traditional advertising methods

•  Create awareness

•  Lack accountability

•  No individual Social CRM data

•  No Brand Ambassador’s WOM

•  No loyalty, advocacy or referrals…

Stop

“Half my advertising dollars are wasted,

I just don’t know which half.” -- Wannamaker

We’ve shouted at customers

Awareness

Consideration

Intent

Purchase

Loyalty

Advocacy /
Referral

TV, Radio,
Print

PPC

Stop

However…

•  Dependent on ad networks for new
customer acquisition & sales

•  It’s costly – 50¢ - $5.00/click

•  Only get the customer’s IP addresses

We’ve use Pay-Per-Click to drive sales…

•  No individual CRM/ Social CRM data

•  No Brand Ambassador’s WOM

•  No loyalty, advocacy or referrals…

Referral

Awareness

Consideration

Intent

Purchase

Loyalty

Advocacy

Awareness

Consideration

Intent

Purchase

Loyalty

TV, Radio,
Print

??????

Company

PPC

Fan
Page

Advocacy /

Referral

...Perpetual, Full-funnel,

Viral Marketing / Sales System…

Driven by Brand Ambassador’s WOM…

What if you could take your traditional
funnel and completely transforms it into a…

Referral

Awareness

Consideration

Intent

Purchase

Loyalty

Advocacy

…continuously engage a tribe of highly-targeted avid,
passionate Brand Ambassadors

and drive your business objectives

You would have a system to

drive full-funnel interactions

As Brand

Ambassadors

Spread

your message

The

tribe

grows &

so do your
business
results….

Referral

Awareness

Consideration

Intent

Purchase

Loyalty

Advocacy

Referral

Awareness

Consideration

Intent

Purchase

Loyalty

Advocacy

Word of Mouth Goes Exponential

•  The gaming industry has been one of the
most successful in social media
•  Use game-based marketing
•  Provide Brand Ambassadors the special
treatment and give them content to share
•  Provides rewards or points when it’s
designed to authentically engage your
audience
•  Consider using something like
BambooEngine.com to drive business
results with engaged Fans
Step
5:
Designing
S.cky
Interac.ons
Step
5:

Designing
S6cky

Interac6ons

Example: Cruises Only
Step
5:
Designing
S.cky
Interac.ons
Step
5:

Designing
S6cky

Interac6ons

Step
5:
Designing
S.cky
Interac.ons

ROI & the two business goals were:
• Reducing PPC costs
• Tracking revenue directly from social media.

Social Commerce Revenue/ Sales
•  The application provided Cruises with the ability to sell cruises within
Facebook and online
•  Cruises averaged at least 1.5 $2,200 cruises per day
•  Every transaction can be traced from the original Brand Ambassador
all the way to the shopping cart
•  The Result?
•  1.5 cruises x $2,200/ cruise x 30 days/ month =
•  $139,972/month Social Commerce Revenue/Sales

Reduction in PPC Costs
•  The club started with 44,000 customers
•  About 10% of 44,000 or 4,400 customers became Brand Ambassadors
•  The Brand Ambassadors in these type of social media portals tended to have more
friends (240) than the average facebook person (130.)

4,400 Brand Ambassadors 240 friends/Ambassador = 1,056,000 impressions

The Average Bamboo Brand Ambassador shares 4 posts:
4 x 1,056,000 = 4,224,000 impressions

An Average Bamboo Bamboo Brand Ambassador is a 1% click-through rate, resulting
in: 4,224,000 x .01 = 42,240 clicks

Cruises Pay-Per-Click costs typically = $1.20

But in this application, the clicks averaged .23 cents
42,240 x .23 = $9,715 BambooEngine
42,240 x 1.23 = $50,688 PPC

For a Savings of $50,688 - $9,715 = $40,972 / month

Net Result was:
$40,972 in Cost Savings/mo
$139,972 in Revenue/mo

180,944 - $10,000 x 100 = 1,709% ROI
$10,000

The problem is…
… No established personnel, model,
committee, group, task force to create a
social media policy…
…No training…
…Single individuals in various departments:
•  Are taking it upon themselves
•  Are the force behind interacting with
customers in social media…

Step
6:
Stop
the
Poli.cs;
Gain
Org
Alignment


Step
6:
Stop
the
Poli.cs;
Gain
Org
Alignment

Best practices
•  Conduct a social media readiness assessment
•  Have executive’s champion strategies, plans, resources & budget to:
•  Drive cross-functional collaboration
•  Designate community managers & agents to:
•  Interact with target audiences on all presences
•  Answer customer’s comments, concerns & questions
•  Resolve / respond in a ways that enhance engagement

Step
6:
Stop
the
Poli.cs;
Gain
Org
Alignment

Best practices
•  Offer social media training
•  Especially Gen X & Gen Y
•  They’ve never not been connected
•  Make sure to work with Legal
•  Provide at least a 1 hour compliance training

Best practices… in case of a crisis, have
the following in place:
•  Digital defense preparation plan
•  Digital defense response plan
•  Digital defense maintenance plan
•  Crisis communications planning and messaging/
on/off line
•  Issues/crisis "dark sites”
•  Digital crisis education
•  Online media & blogger relations /outreach
•  Post-crisis SEO and SEM
•  Digital defense content production

Step
6:
Stop
the
Poli.cs;

Gain
Org
Alignment

Step
6:

Stop
the

Poli6cs;
Gain

Org
Alignment


Example: Airbnb
•  A community marketplace for travel rentals
•  Used by millions of people in 192 countries around the world
•  Rent all kinds of lodging—in houses, condos and cabins, castles, tree
houses, igloos…
•  Right from the owner

Step
6:
Stop
the
Poli.cs;

Gain
Org
Alignment


http://images.fastcompany.com/upload/airbnb-celebrates-1000000-nights-booked.jpeg

A key to their success in disrupting a stodgy old hotel industry?
•  Using social media to connect with customers
•  Took an individual approach and engaged with clients on Twitter and Facebook
•  Airbnb crated a rabidly loyal community
•  AND Their customer service team, sales team and operations team are all completely socially
integrated
•  Airbnb is an example of how social media can streamline operations
•  Give a huge competitive edge

Step
6:
Stop
the
Poli.cs;
Gain
Org
Alignment


The problem is…
…They don’t continually iterate their policies
and procedures…
•  Around people, processes and technology
•  Or pivot to make continuous, measurable
improvements
•  To reach business goals
•  While staying in compliance and
•  Providing a great customer experience…

Step
7:
Pivot & Iterate: Update Social
Media Scorecard & Optimize Goals & Plan

Best practices
•  Customer Service Executives work directly with
the CEO & COO
•  Develop a scorecard that impacts:
•  Customer Service
•  Objectives and goals of the rest of the
company
•  The Executive Team’s decisions
•  Pivot to make continuous, measurable
improvements
Step
7:
Pivot & Iterate:
Update Your Social Media Scorecard
& Optimize Goals & Plan
Step
7:
Pivot & Iterate:
Update Your Social Media Scorecard
& Optimize Goals & Plan

CUSTOMER EXPERIENCE ASSESSMENTS
•  An objective assessment
•  Recommendations
•  Short & long term strategic
•  Short & long term tactical plan
Determine where you are compared to best
practices & your competitors…
Social

Media
/

Customer

Experience

Capability

Report

You get…
Top
Brand

With
your
scorecard,

You’re
ready
to
go
to
the
next
level…

Customer Experience Capability Score Level
Step 1: Gather Insights by Monitor & Listening 200 Learn
Step 2: Creating a Measurement Program 100 Listen
Step 3: Finding Your Audience 300 Engage
Step 4: Creating Engaging Content 200 Learn
Step 5: Designing Sticky Interactions 200 Learn
Step 6: Stop the Politics; Gain Org Alignment 100 Listen
Step 7: Iterate and Pivot 100 Listen

You’ll
be
in
a
leadership
posi6on…

5

•  Clear
answers
and
strong
guidance

•  A
dis6nc6ve
voice

•  A
compe66ve
advantage

Step
1:
Gather
Insights
by

Monitor
&
Listening

Step
4:
Crea6ng

Engaging
Content

Step
3:
Finding
Your

Audience

Step
5:
Designing

S6cky
Interac6ons

Step
6:
Stop
the
Poli6cs;

Gain
Org
Alignment

Step
2:
Crea6ng
a

Measurement
Program

74

NEED A STRATEGY FOR
DIGITAL CUSTOMER EXPERIENCE
7
Steps
To
Fast
Track
Success

Step
7:
Iterate
and
Pivot

Based
on
the

UCLA

Course

@drnatalie

www.DrNatalieNews.com

For
More
Informa6on
Call:

310.919.8467

THANK
YOU

7 Steps To Travel Industry Social Media Mastery by @DrNatalie #DrNatalie

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