Kelly A. McGuire

Demystifying Social Media Analytics for Hospitality

View Comments: Newest First | Oldest First | Threaded View
Page 1 / 2   >   >>
aaphil
User Rank
Blogger
Re: Its All in the Identification
aaphil   3/18/2012 5:17:08 PM
NO RATINGS
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
User Rank
Prospector
Social Media and Customer Centric
MDMconsult   3/16/2012 9:36:39 AM
NO RATINGS
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
User Rank
Blogger
Re: Analyzing social media
Kelly A. McGuire   3/15/2012 1:50:56 PM
NO RATINGS
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
User Rank
Blogger
Analyzing social media
Collectual   3/14/2012 6:10:23 PM
NO RATINGS
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
User Rank
Blogger
Re: Its All in the Identification
Kelly A. McGuire   3/12/2012 9:17:17 AM
NO RATINGS
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
User Rank
Blogger
Re: Lifting the fog
Kelly A. McGuire   3/12/2012 9:12:19 AM
NO RATINGS
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
User Rank
Blogger
Re: Social Media Analytics and The Competition
Kelly A. McGuire   3/12/2012 9:08:50 AM
NO RATINGS
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!

Broadway0474
User Rank
Blogger
Re: Its All in the Identification
Broadway0474   3/11/2012 9:44:24 PM
NO RATINGS
Jenn, are you alluding to confusion over who should wear whose hat, or more competition among people fighting to wear the same hat?

Jenn
User Rank
Data Doctor
Re: Its All in the Identification
Jenn   3/11/2012 6:09:29 PM
NO RATINGS
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
User Rank
Blogger
Re: Its All in the Identification
aaphil   3/11/2012 10:29:36 AM
NO RATINGS
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.

Page 1 / 2   >   >>
Information Resources
More Blogs from Kelly A. McGuire
For the hotel industry in 2016, the mandate includes more strategic thinking, fewer gut decisions, and better collaboration among business units.
For hotels personalization requires teamwork across the diverse marketing, operations, and revenue management groups.
There are new and exciting use cases for predictive analytics on the horizon for hotel organizations. As the industry as a whole grapples with big data, you can better come to terms with the data from the explosion of interaction points with our guests.
Data and analytics can benefit not only the individual hotel departments but also can support cross-department coordination.
Kelly and Natalie explore some of the types of analytics that could prove useful to hotel operators.
Radio Show
A2 Conversations
UPCOMING
James M. Connolly
Retail Analytics: See Where Style Meets Statistics


12/6/2016   REGISTER   0
ARCHIVE
James M. Connolly
Why the IoT Matters to Your Business


11/29/2016  LISTEN   45
ARCHIVE
James M. Connolly
Will Data and Humans Become Friends in 2017?


11/22/2016  LISTEN   40
ARCHIVE
James M. Connolly
We Can Build Smarter Cities


10/20/2016  LISTEN   31
ARCHIVE
James M. Connolly
Visualization: Let Your Data Speak


10/13/2016  LISTEN   70
ARCHIVE
James M. Connolly
How Colleges and Tech Are Grooming Analytics Talent


9/7/2016  LISTEN   56
ARCHIVE
James M. Connolly
How Machine Learning Takes Handwriting Recognition to New Levels


8/25/2016  LISTEN   40
ARCHIVE
AllAnalytics
A Look at Tomorrow's Data Scientist


8/9/2016  LISTEN   83
ARCHIVE
James M. Connolly
Analytics and the Making of a President


7/21/2016  LISTEN   76
ARCHIVE
James M. Connolly
Analytics: Where We've Been, Where We're Going


7/12/2016  LISTEN   48
ARCHIVE
James M. Connolly
How Predictive Analytics Can Take Your Company to the Next Level


6/28/2016  LISTEN   22
Information Resources
Quick Poll
Quick Poll
About Us  |  Contact Us  |  Help  |  Register  |  Twitter  |  Facebook  |  RSS