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Kelly A. McGuire

Demystifying Social Media Analytics for Hospitality

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aaphil
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Re: Its All in the Identification
aaphil   3/18/2012 5:17:08 PM
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But that is where most of the issues arise. The strategic alignment of personnel and responsibility should be known from the onset. If there is ambiguity from the get-go, then trying to clean up the confusion later will be messy. Management should be responsible for confirming that there is direction and buy-in from all involved parties for a smoother, effiicient workflow.

MDMconsult
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Social Media and Customer Centric
MDMconsult   3/16/2012 9:36:39 AM
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Results take time and commitment. The operational effectiveness of social media metrics particularly in SNA to identify key influencers for hospitality whether in brand or revenue. social media analytics provides the data source to support RM's efforts to build business strategy, expand into other revenue-generating assets and become more customer-centric increasing the economic value of the customer and increase retention.

Kelly A. McGuire
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Re: Analyzing social media
Kelly A. McGuire   3/15/2012 1:50:56 PM
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Jennifer,

Thank you, glad you enjoyed the post.  I particularly appreciate your point about linking social media analytics back to more "traditional" key business metrics.  This is language that everyone in the company understands (hopefully!), so should help to break down barriers when it comes to becoming more comfortable with the social data.

Kelly

Collectual
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Analyzing social media
Collectual   3/14/2012 6:10:23 PM
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Kelly,

 

Great post and you bring up an important point about knowing where to start with a social media analytics effort. We often recommend to clients that the same key business metrics they follow for their business: sales data, ratings, customer satisfaction should be what is monitored in social media. Developing an ad campaign that you hope viewers find funny and drives purchase language, configure your analytics strategy to surface those indicators.

The key is to integrate social media insights into the larger business picture; siloed social media monitoring doesn't benefit the whole organization even though  consumer conversations may influence the entire business and industry.

 

Thanks for the great post!

-Jennifer @collectual

Kelly A. McGuire
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Re: Its All in the Identification
Kelly A. McGuire   3/12/2012 9:17:17 AM
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Couldn't agree more! That's why aligning to a business strategy helps put social media in context. Of course, this assumes that everyone in the company is aligned to the same business strategy - and we know that's not always the case!

Kelly A. McGuire
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Re: Lifting the fog
Kelly A. McGuire   3/12/2012 9:12:19 AM
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Agreed. I would like to see more companies take an analytical approach to the whole problem. Instead of spreading the same messaging all over the social space, use what you know about your customers and each social network to develop a sound program that is aligned with your overall marketing/brand/business strategy AND provides the right opportunity for you to learn something from the interactions as well.

Kelly A. McGuire
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Re: Social Media Analytics and The Competition
Kelly A. McGuire   3/12/2012 9:08:50 AM
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Louis, Thanks for pointing out this very important component of social media analysis. I always say that the opportunity to do an "apples to apples" comparison with your competitors is a HUGE opportunity in this space for hotels and casinos (any industry really), and one that we've never really had before except at the aggregate or benchmarking level. I'm glad you enjoyed the blog. I look forward to continuing the conversation!

Broadway
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Re: Its All in the Identification
Broadway   3/11/2012 9:44:24 PM
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Jenn, are you alluding to confusion over who should wear whose hat, or more competition among people fighting to wear the same hat?

Jenn
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Re: Its All in the Identification
Jenn   3/11/2012 6:09:29 PM
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I think the problem,especially in large companies, is getting everyone together so they can understand the "hat" they are supposed to be wearing, or what data they should be looking for.

aaphil
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Re: Its All in the Identification
aaphil   3/11/2012 10:29:36 AM
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When there's tons of data available, which can easily cause distraction, it is always good to know what you're looking for. If everyone is wearing the same hats to determine the answer/solution to a business problem, it should be an effective search mission.

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