Social Listening in the Travel Category

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Two Social Media Listening Case Studies:

The answer is not Columbia La respuesta no es Columbia

Annie Pettit Chief Research Officer, Peanut Labs

Canada

Collecting Columbia Conversations

Are We Learning? Estamos aprendiendo?

9/12/2013

% Spelled as Colombia

9/12/2013

Colombia

Columbia

Collect ALL the Data Juntar TODOS los datos

• Colombia

• Columbia

• Kolombia

• Kolumbia

• Cities

• Holiday, Trip, Vacation, Travel, Tourism, Visit

• Hotels

• Flights

But don’t collect… Pero no incluir ...

…and don’t collect! ... y no incluir!

Collect the hashtags

#Colombia

#ColombianNews

#ColombianPower

#ColombianPride

#ColombianProblems

#ItsColombia

#ItsColombiaNotColumbia

#VisitColombia

#VivaLaColombia

#BriceInColombia

#MyColombia

#WishIWasColombian

#ProudToBeColombian

#TheAnswerisColombia

Campaign Tracking Seguimiento de Campañas

3 Minute version: http://www.youtube.com/watch?v=i1OS0ibIKaw

30 Second Version: http://www.youtube.com/watch?v=2kTJ8K74CoE

• “Want to try #colombian #food …my bf said is #THE best Help me to #RETWEET please #TheAnswerisColombia”

• “I needed to join Twitter because I heard that there is a chance to win travel to Colombia! @BrandColombia #theansweriscolombia”

#TheAnswerIsColombia

200May 2013

Where is the answer? ¿Dónde está la respuesta?

Twitter YouTube Other Commenting News

Brand Perceptions Percepción de Marca

Volume of Conversations Volumen de Conversaciones

2011Q1

2011Q2

2011Q3

2011Q4

2012Q1

2012Q2

2012Q3

2012Q4

2013Q1

2013Q2

2013Q3

Canada Colombia

Positive Conversations Conversaciones Positivas

2011Q1

2011Q2

2011Q3

2011Q4

2012Q1

2012Q2

2012Q3

2012Q4

2013Q1

2013Q2

2013Q3

Canada Colombia

Female Travellers Viajeros Femeninos

2011 2012 2013

Incidence Positive Negative

Food / Comida

2011 2012 2013

Outdoors / Al Aire Libre

2011 2012 2013

Physical Harm / Peligro Físico

2011 2012 2013

Beverages / Bebidas

2011 2013

Outdoors / Al Aire Libre

2011 2013

Where to Visit / Donde Visitar

2011 2013

Food / Comida

Present Future?

Famous People / Gente Famosa

Present Future?

Sources of Negativity Fuentes Negativas

Sources of Positivity Fuentes Positivas

Case Study #1 Conclusions

• Don’t know how to spell Colombia

• “#TheAnswerIsColombia” didn’t show up

• But…

• Appreciate food and beauty

• Safer now

• Need more Colombia!

#2 Social Media Listening Case Study:

Battle of the Beauties

Batalla de las Bellezas

Collect the conversations Juntar las conversaciones

• Sofia Vergara

• Sofia Vergera

• Sophia Vergara

• Sophia Vergera

• Sophie Vergara

• Sophie Vergera

• Shakira

1% Vergara

Vergera

SofiaSophiaSophieSofie

Volume of Conversations Volumen de Conversaciones

2011Q1

2011Q2

2011Q3

2011Q4

2012Q1

2012Q2

2012Q3

2012Q4

2013Q1

2013Q2

2013Q3

Shakira Sofia

Positive Conversations Conversaciones positivas

2011Q1

2011Q2

2011Q3

2011Q4

2012Q1

2012Q2

2012Q3

2012Q4

2013Q1

2013Q2

2013Q3

Shakira Sofia

Emotions / Emociones

Sofia Shakira

Beauty / Belleza

Sofia Shakira

Hashtags / Etiquetas

Sofia Shakira

TV Shows Series

Which TV Show? Cuál Programa de TV?

Sofia Shakira

TV Show Volumes Volúmenes del Programa

Shakira Sofia

TV Show Sentiment

Shakira Sofia

Sentiment is easy! ? Sentimiento es Fácil! ?

TV Show Sentiment

Sofia (Before) Sofia (After)

After azz and Modern

Family

Endorsements Patrocinadores

Brands / Marcas

Sofia Shakira

Beverages / Bebidas

Sofia Shakira

http://www.youtube.com/watch?v=cHYf9BDBmsk

Pepsi Mentions / Menciones de Pepsi

2011 Q1 2011 Q2 2011 Q3 2011 Q4 2012 Q1 2012 Q2 2012 Q3 2012 Q4 2013 Q1 2013 Q2 2013 Q3

Shakira Sofia

TV Ads Sentiment Sentimiento de Comerciales

Shakira Sofia

Negative

Neutral

Positive

#2 Conclusions

• Don’t know how to spell Vergara

• Shakira generates more volume but Sofia generates more love

• We love Shakira’s hips and Sofia’s hair

• We love Sofia’s show more but it’s getting close

• We like that Sofia endorses Pepsi

Annie Pettit

Chief Research Officer

Peanut Labs

apettit@researchnow.com

www.peanutlabs.com

facebook.com/anniepettit

twitter.com/lovestats

linkedin.com/anniepettit

Muchas Gracias!

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