SMR 4.3 BUAS 2024

Summary

The presentation discusses the importance of social media data analysis in various sectors, particularly tourism and events. It highlights how data from platforms like Facebook, Instagram, and Twitter can help companies understand target groups, predict trends, and improve marketing strategies. Hilton is used as an example, showing how the hotel chain uses social media research to improve customer satisfaction, compare with competitors, and create new brands for different demographics. The presentation emphasizes how data can help businesses improve engagement and tailor promotions effectively.

Takeaways

• 📊 Social media research involves collecting, analyzing, and gaining insights from both quantitative (e.g., likes) and qualitative (e.g., comments) data.
• 🌍 Social media data is crucial for the tourism sector, helping businesses understand target groups, predict demand, and identify popular destinations.
• 🎉 For the event sector, social media research helps improve marketing strategies, determine effective platforms (e.g., Instagram vs. Facebook), and enhance event promotion.
• 🔮 Social media research can predict trends and guide marketing strategies, as exemplified by Hilton's analysis of Twitter keywords to anticipate popular travel destinations.
• 💬 Customer feedback on social media, both positive and negative, is vital for brands like Hilton, which focuses on timely responses to foster positive brand perception.
• 🕒 Hilton responds to social media feedback, particularly on platforms like Twitter, where their average response time is 30 minutes—faster than many competitors.
• 📈 Data visualization, such as dashboards and demographics charts, is essential to making complex data more understandable and actionable.
• 🏨 Hilton leverages social media research to monitor competitors, improve customer satisfaction, and tailor services to different target groups, such as launching the 'Tru by Hilton' brand for younger audiences.
• 💼 Hilton's combination of social media, call center, and app support systems enhances their ability to handle customer feedback and improve response times.
• 🎯 Hilton actively uses influencer collaborations and strategic promotions, such as partnerships with Formula 1 drivers and celebrities like Paris Hilton, to enhance customer engagement and brand visibility.

Q & A

What is the main purpose of social media research as described in the presentation?

The main purpose of social media research is to collect and analyze data to gain insights into trends, target groups, and other valuable information that can guide marketing strategies and business decisions.

What types of research methods are used in social media research?

Social media research uses both quantitative methods, such as likes and other measurable data, and qualitative methods, such as analyzing comments and feedback.

How is social media research useful in the tourism sector?

In the tourism sector, social media research helps businesses understand target groups, identify popular destinations, predict tourist demand, and identify emerging travel trends.

How is social media data utilized in the event sector?

In the event sector, social media data is used to improve marketing strategies, understand target audiences, and select the right platforms (e.g., Instagram or Facebook) for promotion based on the event’s nature.

What example is provided to demonstrate the use of social media research in predicting trends?

The example of Hilton using Twitter data is provided. By studying certain keywords, Hilton can predict the next popular tourist destinations and improve their marketing strategies and destination development.

How did social media research help during the speaker's placement at Dolphin Academy?

During the speaker's placement at Dolphin Academy, social media research was used to analyze data from Facebook and Instagram, such as demographics and activities, to develop a new content strategy targeting specific groups in different countries.

What is the process of working with social media data, according to the presentation?

The process involves collecting data from various social media platforms, cleaning and filtering the data to remove errors and empty spaces, analyzing the data through visualizations, and using the insights gained to plan and make informed business decisions.

How does Hilton use social media research to improve customer satisfaction?

Hilton uses social media research to analyze customer feedback, both positive and negative. They prioritize quick responses to complaints and engage with customers, which helps improve the brand image and customer satisfaction.

How has Hilton optimized its customer support based on social media data?

Hilton has combined its online customer support, call center, and app support, allowing employees to respond to customer comments and issues more efficiently and in a timely manner.

What new brand did Hilton create based on social media data, and why?

Hilton created the 'True by Hilton' brand based on social media data to attract younger target groups such as Gen Z and Millennials. This brand offers a more casual and affordable experience tailored to their preferences.