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Social Media Monitoring

By monitoring online conversations, you can gain valuable insight into what consumers really think about your brand.

Whether you need to gauge consumers’ reactions to your latest launch, build relationships or manage your online reputation, our Social Media Monitoring tool enables you to:

  • Understand what consumers really think – find out what people are saying about your brand, product or service

  • Talk to your consumers – encourage brand advocacy and drive sales

  • Manage your reputation – engage directly with positive and negative influencers

We monitor user-generated content: blogs, wikis, Twitter, photo/video sharing sites, forums and social networks to discover what consumers are saying about you. With results being analysed by location, gender, age, date and sentiment, you have a clear picture of who’s talking about you, and what’s being said.

We have been working with a number of major visitor attractions to help them understand their ‘hot topics’ being discussed in social media. For example:

  • What are the highlights of the visitor journey?

  • What ‘makes’ or ‘mars’ a visit?

  • Which aspects of a visit have generated a particular buzz?  

 

The REAL challenge: Making Social Media Accurate and Insightful

As researchers, this is where we are concentrating our efforts. Our new social media product in the hotels sector, Pillow Talk, focuses on producing robust and insightful social media data.

Using sophisticated software we have filtered out less relevant data & improved the accuracy of sentiment analysis.

We have then put the social media data alongside more traditional quantitative data in an interactive dashboard.

Read more on Pillow Talk in the tab below.

In February 2011 we attended the Internet Advertising Bureau (IAB), where we presented the findings of our recent Social Media Monitoring research into McDonald's and the hugely popular social game, Farmville.

At its peak, Farmville had nearly 84 million monthly active users. Audiences this big are attractive to advertisers, and we wanted to look at the collaboration of one of the biggest social games in the world with one of the biggest brands in the world.

Ahead of carrying out more quantifiable research in this area, we conducted some initial social media analysis of the McDonald's promotion within Farmville to gauge some of the issues surrounding branding within social games.

If you would like to read more about this research, read our paper, Brands in Social Games, What the Gamers Say.

Social Media Monitoring helped illustrate the success of a Music / Food Festival at Jimmy Doherty's farm in September 2011.

Following a quantitative face-to-face survey at the Harvest at Jimmy's Festival, we undertook a Social Media Monitor Analysis to see whether the online 'buzz' around the festiva mirrored what respondents had said to its interviewers at the event.

If you would like to read more, have a look at the case study: Jimmy's Festival - Social Media Monitor.

PillowTalk by The BDRC Group makes it easy to monitor what your guests are saying online and gives you a more insightful way to analyse that data. Measure more accurately, respond more quickly, understand more intimately and enhance brand enchantment.

With PillowTalk, you can harness the power of online content to make evidence-based business decisions, realise new marketing opportunities, set new benchmarks in guest service and CRM, engage meaningfully with guests, and understand how consumers perceive your brand.

Online conversations without context are just random chatter.  Contextualise your data by viewing social media data alongside brand health and operational performance metrics through our integrated, real-time dashboard.

Listen

Monitor the volume and sentiment of online comments about your brand or hotels in real time and identify trends over time. Identify your potential brand champions – the key influencers to whom your consumers listen.

Respond

Identify and respond to questions and comments quickly and engage in meaningful dialogue to create positive relationships with key influencers.

Analyse

Capture and aggregate quantitative data on a corporate, brand or individual hotel basis. Understand the relationship between quantitative and sentiment data.

Connect

Connect this information to The BDRC Group proprietary market insight (via our Meetings Market and Hotel Guest Surveys) or your own service delivery performance (via our Customer Experience Management Programmes).

Act

Get the insights you need to make tactical and strategic decisions at corporate, brand and hotel level. Create positive guest experiences, and a positive impact on your bottom line.