#CoostoTalk

Leisure & Social media monitoring

By: Rens Dietz

@RensDietz

#CoostoTalkNHTV, November 8th

#CoostoTalk

About myself

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About Coosto • Social media monitoring (insights social media messages)

• Started up in 1999 with datamining on the web, Coosto 2010

• Source of inspiration: Jacques Cousteau. Just like Jacques

Cousteau, Coosto dives deeper to discover more. The only

difference? Coosto dives deep into the digital ocean of the

social web.

• Market leader in the Nederlands with 250+ clients

• With more than 50 employees working in Eindhoven

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• Social networking sites, but also blogs / forums / news sites

• Over four million messages are daily published on the Dutch social networking sites

• 80% of the Dutch population use social networking sites

• Used by all age groups

• Due to the huge amount of users: increment of the quality of analyses

About social media

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Transparancy is key

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Brands has to listen & react• Social media timeline in The Netherlands

• People are talking about your brand

• Not a thread, take advantages of it!

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• First hand information

• Availability of real-time insights

• Written during (or shortly after) the experience

• Coming from all your stakeholders

• Contextual: direct identification of situations and relevance

• Measuring word of mouth advertising

• BRANDS SHOULD LISTEN!

About social media analysis

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• Engagement: online customer service (social CRM, engagement)

• Brand monitoring: continuous insights into your reputation

• Campaign monitoring: real-time insights, reach measurement

• Crisis monitoring: reduce the impact of a crisis

• Competitor monitoring: learn from the buzz around your competitors

• Data research: reveal trends in society

• Product development: learn from the opinion of your products

Applications

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Engagement• Worst wine you’ll ever

get

• Normal Italian wine

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Engagement• Dead mosquito in

sandwitch

• Sorry, we will

compensate!

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Engagement: lead generation• What kind of holiday

should I book?

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Engagement: lead generation• It’s strange but it’s true:

• Before Valentine’s Day many people are talking about hotel nights (“I think I would like to give my

girlfriend / parents a (romantic) night in a hotel on Valentine’s Day”)

• Before Valentine’s Day many hotels are talking about Valentine’s Day (“Please come to our hotel on

Valentine’s Day and get a special offer!”)

• However, there are not talking with each other

• Therefore, no deals via social media

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Engagement: history & bio is important

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Engagement: customers are important

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Engagement• How happiness spreads

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But, what is customer service if…

• Vacancy: World Wildlife Fund is

searching for an experienced

employee: €125,- a month

• Eh, volunteer

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But, what is customer service if…

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But, what is customer service if…

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Brand monitoring

Failure ->

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Brand monitoring: bankruptcy OAD

• 24k Twitter-messages, average +1000

followers: reach +24k

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Brand monitoring• Who is

talking

about

NTHV?

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Campaign monitoring• Microsoft Sparklab - Windows 8

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Campaign monitoring: Sunweb commercial

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Crisis monitoring

Diabetes Fund will

prohibit the Eid al-Fitr

(Fest des

Fastenbrechens)

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Crisis monitoring

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Crisis monitoring

What’s the rearch of these messages? How many

different authors? What’s a normal buzz during an event

like Project X? Was there a buzz like this in history?

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Competitor analysis

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Competitor analysis: compare

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Competitor analysis: compare

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Competitor analysis: learn

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Competitor analysis: measure

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Data research• January 2012 – June 2012: 72.260 people were talking about their coming holiday

• January 2013 – June 2013: 66.744 people were talking about their coming holiday

• -7.6%

• Total buzz online: +15%

• Same trend goes for leisure parks

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Data research• Websites where people are

talking about leisure parks

• Websites where people talk

about travel in general

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Data research: predicting

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Data research: see the trends• At “Blue Monday” (and other weeks in January) many people talk about booking

there holiday. Why not take this change for advertising / offers?

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Product development

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Product development• People talk very positive about De Efteling. The most mentioned negative message:

‘time’ (waiting for the attraction / waiting at the parking place / waiting for a drink).

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Future of social media monitoring• First of all… dominate everything I mentioned in this presentation.

A very good example? Royal Dutch Airlines

• Prediction (watch Tegenlicht of last week)

• Demographics

• Replacement normal market research

• And measuring…

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Measuring the data• Online buzz

• In compare with competitors

• In compare with the buzz of an earlier moment

• Reach

• Amount of authors

• Sentiment

• However, a good query is key!

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Thank you!

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Rens Dietz - @RensDietz

coosto.com - @Coosto

Last video for the Dutchies