UK ROI Roadshow Presentations

Tiffany St. James Kyle Thorne Matthew Zito

ROI ROADSHOW

@SYNTHESIO#SYNTHESIOROI






































ROI ROADSHOW


VIRGIN ATLANTIC SOCIAL MEDIAOUR BRAND EXPERIENCE SHARED

#SynthesioROI @Synthesio @VirginAtlantic

OUR STRATEGY

“Extraordinary companies succeed not just because of their great products, but because they have a story that people want to participate in. This deeper narrative creates fierce loyalty and authentic evangelism about a company.

-Entrepreneur.com

BRANDS ARE NOW DEFINED BY WHAT THEIR CUSTOMERS SAY,NOT WHAT THEY SAY ABOUT THEMSELVES.


MANAGE THE CONVERSATION SHAPING OUR BRAND

CREATE CONTENT

Take the unique elements of our brand and create an experience around them, then allow it to be

shared

CREATE ADVOCACY

Allow customers' to participate in our brand by giving opportunities to

share their experiences.

CREATE COMMUNITY

Build a large and loyal fan base through engaging people in our

brand story.


OUR CAMPAIGNS CREATE SPIKES IN CONVERSATION

APRIL FOOLS GLASS BOTTOM PLANE SPOOF

VIVIENNE WESTWOOD UNIFORMS

APRIL FOOLS GLASS BOTTOM PLANE SPOOF EMERGES AGAIN

GOOGLE GLASS LAUNCH

CABIN CREW MAKE-UP FREE

SELFIE

FEB 2013 MAR 2014


WE’RE DELIVERING SUCCESSFUL SOCIAL MEDIA CAMPAIGNS #NextStopNYC

5.3M total campaign impressions

First in share of voice 33.2%

Coverage was 98.4% favourable

Brand mentions increased 115% *

Actively engaged 141,000 people

TOTAL REACH TOTAL ENGAGEMENTS

Print 2,412,265 Facebook 72,847

Social 2,189,595 Twitter 11,200

PR 758,250 #NextStopNYC use 445

Est. Reach 23,244,243 YouTube 57,263

*week on week, from 16 Jun to 23 Jun 2014


BEYOND CONVERSATION AND CAMPAIGNSTHERE IS A BIGGER OPPORTUNITY…


A SINGLE VIEW

COMMS

SERVICEPRODUCT


OUR SYNTHESIO SOLUTION

2xListening

Dashboards

VIRGIN ATLANTIC + COMPETITORS

1xSocial

Customer Care


OUR SYNTHESIO SOLUTION

PRODUCT SERVICECOMMS

Used by Research and Insights team

Determine needs, frustrations and inspire development of the customer journey

Used by Comms team

Track brand perception and online influencer activity

Measure the resonance of key messages

Virgin Atlantic’s joint venture with Delta, innovation of the brand (some cabin crew showcasing Google Glass on flight), etc.

Dedicated SCC dashboard means Customer Care team can respond to consumers from one tool

Team is 24/7 (since Nov. 2014)

Team sits within Virgin Atlantic’s Control Centre – part of a team that track crew dispatch, maintenance and performance of aircraft, and handles delays

Team collaborates to keep each other aware of anything that may affect the consumer

In addition to Virgin Atlantic specific insights, the dashboard also follows a similar breakdown for competitors to allow Virgin Atlantic to benchmark themselves against competing airlines.


OUR BRAND CONVERSATION IS HEALTHY

AVG. 10% SHARE OF VOICE WITH 90% FAVORABLE SENTIMENT


SUPPORT BIG STORIES: 5 COMMS OBJECTIVES

ESTABLISH A STORY ARCH TO SUPPORT AND SUBSTANTIATE

Vision We Day CSR / FTC Lanzatech flight

Future of Flight

Brand Exclusive Content

Let it fly Detroit Inaugural

Opening up America

Customer Product Videos

Destination Project

LA Clubhouse

Foodie Flight

Tech #avgeek chic

787 Delivery

Onboard WiFi

IFE Revolution

People Advocacy ITV Employer Brand

Future Flyer stars


CUSTOMER & BRAND 2015 KEY EXECUTIONS

FebJan March May April April

Detroit Inaugural

LA Clubhouse Virgin Hotel Chicago

Orlando/Belfast Launch

June SOCIAL ADVOCACY ONGOING PROGRAMME

Mortidecai Premier

Amplify: Let it Fly

Seasonal Stunt/ Valentines/Half-term

WE Day

Financial Results

Opening Up America

787 LAXPack a Bag Activation Our Birthday

May the 4th

MoTown Announcement


CUSTOMER PATHWAY

TRIGGER

ACTIVE SEARCH

PURCHASE

ANTICIPATION

FLYING

DREAMING

RELIVING


TRACKING THE CUSTOMER EXPERIENCE

With Synthesio, we can begin to track our customer journey using social comments across the web.

OPENING UP AMERICA

OBJECTIVE? Salience & Consideration Moving along the purchase cycle

MEASUREMENT? FB/Ad/YouTube metrics Have we driven an increase in

destination mentions? Search traffic Site traffic Brand Research


ACHIEVING ROI

Start with a clear business objective Look to shift the dial

Brand Sentiment Campaign key words Competitive share of voice

Tracking and attribution modelling Brand metrics Use commercial data inform content strategy Remember your consumer pathway Look for relevance in cultural trends and customer passion points Look for comparisons across channels. Are your social efforts

performing? Test and learn approach using accepted metrics

$


LOOKING FORWARD

MERGED REPORTING

Due to the large-scale projects of the above three dashboards, we have recently released a reporting dashboard to the team, to allow them to pull key metrics from one dashboard rather than three, allowing Kyle to easily extract trend analysis over time and key metrics of Virgin Atlantic against competitors.

MORE SPECIFIC DASHBOARDS

We are also in the process of exploring whether an Employee Advocacy (towards brand) and Crisis dashboards are something to consider for Virgin Atlantic moving forward.



ROI ROADSHOW


CREATING

SOCIAL ROI

MATTHEW ZITO VP PRODUCT, SYNTHESIO@MATTHEWZITO


TRADITIONAL BUSINESSES HAVE A

TRANSACTIONAL RELATIONSHIP

WITH CUSTOMERS

YOUR BUSINESS

PURCHASES & INTENT

YOUR CUSTOMERS

SERVICES & SUPPORT


YOUR BUSINESS

THEY PUT CUSTOMERS AT THE

CENTER OF THEIR

BUSINESS

YOUR CUSTOMERS

SOCIAL COMPANIES ARE CHANGING THE GAME…

1


BREAK DOWN SILOS SHARE AND CONSUME SOCIAL DATA

v

YOUR BUSINESS

SALES

vMARKETING

PR & COMMS

vPRODUCT R&D

OPERATIONS

CUSTOMER

SUPPORT

2


DEVELOP

BUSINESS-FACING KPIS FOR EACH STAGE OF THE CUSTOMER LIFECYCLE

AWARENESS

SATISFACTION

ACQUISITION

ACTIVATION

REACH GROWTH OF FANSCONVERSION

THROUGH BUYING CYCLE

SOCIAL REPUTATION

EVALUATION

PURCHASE INTENT

AMPLIFICATION

SEARCH SOURCE AMPLIFICATION LEAD IDENTIFICATION

3


SCALE SOCIAL INTELLIGENCE

MAKE SMARTER BUSINESS DECISIONS

4 @SYNTHESIO#SYNTHESIOROI

MEASURE & TRACK

REAL BUSINESS PERFORMANCE

CUSTOMER AWARENESS REPORT

CUSTOMER ACQUISITION & ACTIVATION REPORT

CUSTOMER SATISFACTION REPORT

DON’T JUST MEASURE YOUR CUSTOMERS

UNDERSTAND YOUR CUSTOMERS


MAJOR SUCCESS

LIMITEDSUCCESS

EXPECTEDSUCCESS

FAIL

BUDGET

SO

CIA

L

REP

UTA

TIO

N

SC

OR

E

BEST CAMPAIGN

LOW HIGH

LO

WH

IGH

BUZZ VOLUMES

BUILD A PREDICTIVE ANALYTICS PROGRAMTO OPTIMIZE CAMPAIGNS AND BOOST ROI

CHART THE PERFORMANCE OF EVERY CAMPAIGN


ANALYZE HIGH-PERFORMING CAMPAIGNSTO ACHIEVE REPEAT SUCCESS

Volu

me o

f B

uzz

Time

BEFORE

AFTER

1 – Campaign Starts

2 – Peak volumes are 4 to 10x higher than baseline and spread on all social and mainstream media

3 – Lasting Positive Buzz

4 – Higher brand-related conversation volumes


KEY TAKEAWAYS Social data can fuel cross-functional insights

Tie social metrics to business KPIs

Target unique audiences at each stage of the lifecycle


UNDERSTANDING THE VALUE OF SOCIAL ROI

THANK YOU!!


ROI ROADSHOW

NEXT STEPS & QUESTIONS…


Marketing

UK ROI Roadshow Presentations