How can organizations in the Travel, Tourism and Leisure Industry leverage social media? It’s been said that a brand is now equal to the sum of conversations surrounding it – are you listening to what people are saying about your organization? Perhaps you want to engage with the social web to get a better grasp on what people are saying about competitors, measure the health of your brand, understand the role of influencers or gain a greater understanding of what people are saying in your industry.

1. Travel, Tourism & Leisure
Perhaps you want to engage with the social web to
get a better grasp on what people are saying about
your competitors, measure the health of your brand,
understand the role of influencers or gain a greater
understanding of what people are saying in your
industry.
Whatever your reason for engaging with social
listening we’re here and we’re eager to help. The
conversations are happening; don’t you want to
know what’s being said?
The Power of Social Listening
The world is now spending 22% of all online time
engaging with social networks and blog sites.
And even if they’re away from their computer,
it’s likely that they’re still connected to the social
web through their mobile device; in fact, mobile
searches for hotels alone have increased by
3000% in the past three years. Customers are out
there discussing their experiences with brands,
travel plans and hotel stays, which means they’re
probably talking about you, too. Tapping into social
listening can help you not only uncover what they’re
saying, but also provide a deep dive look at their
age, gender and location. You’ll never again be
left wondering who your messages are touching
or who’s talking about their interactions with your
brand – if they’re saying it, you’ll be there.
Some Voices are Louder than Others
On the social web some voices carry further
than others, reaching a larger audience. Those
voices belong to your influencers. Cirque de
Soleil recognized the power of their taste making
consumers, and struck out to engage with them to
increase Cirque’s reach across the social web. They
dug into the discussions and created meaningful
relationships with the people who were talking
about them the most. These influencers were
rewarded for their loyalty and in turn continued to
spread the goodwill, creating a cycle of success.
By engaging with your influencers you’re opening
yourself up to the thought leaders not only
surrounding your organization, but also the industry
as a whole.
It’s been said that a brand is now equal to the sum
of conversations surrounding it – are you listening
to what people are saying about you?
www.radian6.com
1 888 6RADIAN (1 888 672-3426) Copyright © 2012 - Radian6

2. Gain Competitive Knowledge
Discovering industry buzz on the social web will
reveal not only what people are saying about
your brand, but also what they’re discussing
about your competition. Listening in on industry
conversations gives you a heads up on everything
from emerging trends, to product pricing and
service issues so that you’re never in the dark
about consumer discussions. And even better
you’ll have the power to measure your voice in the
conversation, giving you a breakdown of just how
many people are talking about you in comparison to
your competitors. This comparison is key to gaining
a sense of your impact in industry and consumer
discussions – a process that can be invaluable in
directing your path in the marketplace.
Prevent a Crisis
While the social web provides consumers with
a great opportunity to talk about what they love
about you, it’s also a forum for those that might
not be quite as content. When Southwest Airlines
noticed that a customer was tweeting about issues
with their flight they sprang into action. Their
quick response time not only allowed them to
stop the issue before it snowballed into something
much larger, but also created an opportunity to
demonstrate their awareness of the social web.
Thanks to their commitment to active customer
listening, they were able to jump in and turn
the negative to a positive – generating press for
their company through their tactful social media
response.
Engagement in Action
More than ever before consumers are turning to
the social web to engage with fellow explorers,
research events and discover new travel
destinations. This means that you have even more
opportunities to interact with an audience that
might already be knocking on your social door.
There is really no better time than the present
to engage with your clients and dive deep into
ways to serve them best. Air Canada knew that
when storms delayed travel plans for thousands
at London’s Heathrow Airport they had to reach
out to their clients. Recognizing that a majority
of travellers would be congregating on the social
web, they began transmitting information through
the appropriate channels. The airline knew their
engagement activity had been a resounding
success when travel advisories began directing
customers to the Air Canada Twitter account in
order to receive the most up to date information on
the situation.
And that’s all just the tip of the iceberg when it comes to
social listening, measurement and engagement.
If you’re looking to get started with Radian6, visit our website at www.radian6.com, or contact our
sales team via email sales@radian6.com or telephone 1 888 672 3426.
Radian6 is the leading provider for social media monitoring, engagement and insights. Radian6’s customers include Southwest
Airlines, UPS, Air Canada, AAA, and Cirque de Soleil, as well as the world’s leading public relations and advertising agencies.
Copyright ©2012 Radian6
TRAVEL, TOURISM & LEISURE