May 2011 Archives

This is the Social Media Channel from Anthony Rawlins, managing director of Travolution's social media partner Digital Visitor.

At Digital Visitor, we like to keep at the cutting edge of all things social media and recently, at the top of our agenda has been to find the best social media monitoring software for our clients campaigns.

There are a range of social media monitoring services out there, each offering different functionality and at different prices, however we wanted to be sure we were getting the best possible performance at the best price for our clients.

So, after a wide-ranging search we decided to trial the three most promising services we found. The candidates....

1. Radian6
2. Alterian's SM2 and
3. Meltwater Buzz.

Firstly, we found that social media monitoring tools generally share a lot of the same functionality, so to best compare them, we will show how they differ from the previous example below. Here's how we got on:

Radian6
Radian6 is sleek and the most polished of the three services. With an attractive and user-friendly interface, it is certainly well designed. It doesn't skimp on your keyword allocation either, with the ability to use a variety of Boolean functions and exclusions.

Keywords are the heart of any monitoring campaign because they influence what type of information you will find out. If you just want to find out what people are saying about your brand name, stick to keywords that are deeply connected with your brand, such as your brand and product names.  If you want to conduct some industry research, use important keywords of topics and trends in your industry.

Once you've entered your chosen keywords, you can then begin cleaning up the information you will receive in your feed by deleting irrelevant posts as well as sentiment marking the good material. Radian6 offers an automatic sentiment marking service, but as with everything automated, it's not perfect.

From there on, you have a variety of filters to feed your data through to create useful diagrams and charts. There's the Topic Analysis module that allows you to create bar and pie charts, segmented by several different data types. The Topic Trending module can help you chart the volume of conversation over a chosen amount of time. Crucially, you're limited up to only 30 days of data, up to 10,000 posts, unless you wish to pay more for a larger amount.

The Conversation Cloud module creates a tag cloud showing you common keywords in your feed, all leading through a simple click-through to the list of posts that mention that keyword. Finally, you're able to see who the movers and shakers are in your chosen searches by choosing the Influence Viewer module. This is great for identifying people online who are influential in your industry.

Radian also has a CRM or Customer Relationship Management function attached to each post that it finds. You're able to add notes and tags to the post, whilst assigning troublesome complaint posts and interesting conversation posts to other members of your team.

Prices currently start at £460 for 10,000 pieces of data per month.

Alterian's SM2
Alterian may not be the prettiest of the systems we tried. It's big, it's techy and it's not a beginner's tool. But behind that slightly rough exterior lies some considerable monitoring muscle. SM2 offers a huge range of historical data, back to 2007, at no extra cost.

In addition to insight tools to determine share of voice and volume, SM2 furnishes you with any available demographic information, allowing you to see exactly who is talking about your brand, male or female, young or old.

In a similar move to Radian6's tag cloud offering, SM2 offers a 'Themes' service, generating popular words, based on which keywords or categories you are viewing. However, SM2 goes a little further with this tool by offering advanced clouds which extrapolate themes within the conversation, making it easy to identify conversation topics that might be hard to pick out if you're going too far into the data.

Two other things mark SM2 out from the SM monitoring crowd. Firstly, SM2 allows you to see how people are tagging content that involves your brand. This doesn't relate to every posting online, but it can help build up a picture of what words people associate with your content and brand.

Secondly, SM2 offers a much more intuitive method of sentiment marking by giving you the power to change their 'emotions' dictionary. Automated sentiment marking will never be a complete substitute for manual, especially when sarcasm is involved, but being able to adjust the words that set the sentiment markers off, allows the system to learn.

Prices currently start at £400 for 10,000 pieces of data

Meltwater Buzz
Meltwater can hold it's own in the visual stakes. It's simple interface and clean design makes navigating the data easy. Content and tool wise, it is fairly similar to Alterian, with a beta version of a topic cloud that extrapolates noticeable conversation trends in development.

Although the automated sentiment marking system is not editable, regular manual checks by independent copy checkers allow Meltwater to keep their system fairly accurate.

Users are able to use Boolean strings and exclusions to build useful search terms whilst using automatic and manual search terms to classify the data and feed through a variety of filters to get the results you need. Meltwater also offers a workflow tool for CRM functions. Meltwater's data stores go back to August 2010.

Meltwater's pricing system differs from the last two, currently charging an annual fee of £7400 for 12 months of usage.

In summary, all three systems have plus points and when choosing your social media monitoring system, you will need to look specifically at your own needs. For example, an in-house department with a need for a slick CRM feature may find the attractive and user-friendly interface of Radian6 easier to use. Meltwater Buzz might be good for you if you are looking for a system with a unique, human approach to sentiment marking.

For us, we decided to go with Alterian's SM2 for it's deep data and in-depth tools that will allow us to really identify the granular data that our clients need. We're planning to extract all the intelligence we possibly can from our client's data, and we believe that Alterian's tool will help us do this.

This is a guest blog post written by Geoff Galat, vice president of worldwide marketing at Tealeaf. In this entry, Geoff analyses mobile transactions in the travel industry.

Last month, we released some research looking at how UK consumers are using mobile devices to conduct transactions. The findings show that mobile ecommerce is experiencing a surge in popularity. 10 million online consumers in the UK said they have conducted a transaction using a mobile device in the last year, with 34% of these relating specifically to travel.

However, in what should be a convenient and simple way to shop, 83% of these consumers experienced problems when they attempted to complete their mobile transactions. While this is perhaps not surprising for such a young channel, the reaction of consumers is startling., The vast majority (75%) of online adult consumers believe that there is no excuse for a mobile transaction not completing on the first attempt.

But the surprising statistics don't stop there with the majority of mobile consumers actually said that conducting a mobile transaction should yield a better experience than making the same purchase in store (51%) or at a computer (52%).

Increasing intolerance
In my mind, there are two fundamental reasons for this increased intolerance.

The first is that consumers see 'online' as one channel, regardless of the device they are using. While many travel companies are eager to have a specific mobile strategy, their customers aren't compartmentalising in the same way. Ecommerce has been around for 15 years, we are all happy using it and we expect to be able to use it when we like on the device of our choosing. And in some cases, our expectations on mobile devices seem to be higher. In other words, same business proposition, just a different platform.

The iPhone craze
This brings me onto the second main trend that created our high expectations of mobile. This trend has been driven by the company that really accelerated the smartphone craze: Apple. Watch any advert for the iPhone or iPad. The one thing that stands out is how incredibly easy these devices are to use. Apple has changed the way we think about mobile and has taught us to expect a good user experience on mobile devices.

So by piecing these two points together, we can begin to understand why consumer expectations for mobile transactions are so high. Consumers have high expectations of ecommerce in general and are no longer differentiating between the experience they receive on different devices.

It's time to act!
Travel companies have had a long time to get it right online, but with mobile they are not getting any benefit of the doubt. And the complications aren't decreasing any time soon. In the last two years it's been all about smartphones, for the next two it's going to be tablets. And who knows what will follow after that. Putting in place a platform-proofed strategy for the short and long term will be vital.

Mobile is still a young, developing digital trend, but consumers don't see it like this. Therefore travel businesses have to be ready to meet these short term expectations while also ensuring they are nimble and flexible enough to cope with the long term curveballs that will inevitably come their way. The rewards for those that manage it will be plentiful.

This is a guest blog post written by James Dicso, President and Chief Revenue Officer at SundaySky. In this entry, Dicso talks about why travel websites should embrace video.

The impact that rich media can have on travel websites was accepted a long time ago. Online travel retailers were among the first to take advantage of this dynamic tool, by adding images, 360-degrees tours and live-footage videos of hotels and destinations to enhance their customers' experience and increase sales. However, since the initial adoption newer technologies have been introduced and yet travel websites have largely not kept up with these developments. We look at five key reasons why these businesses should embrace video to 'upgrade' their websites.

1. First-class user experience: sit back and relax
37% of US leisure travellers will not book hotel rooms if they don't see satisfactory photos, video or written content on the website they are visiting, according to a 2010 Forrester Research survey. Given that most users follow the same 'itinerary' on travel websites i.e. find an interesting deal then trawl through all the relevant images, read some user reviews, check rates, sometimes read about the destination, video offers the most streamlined way to present this information; it literally lets the customer lean back and relax while the information is delivered professionally and without the need to click and browse through various sections of the website.
2. SEO: join the 10% club
A recent survey revealed that when users search online for popular destinations, hotel chains, airlines, etc. a staggering 90% of the first SERPs had no video content. While the power of video to drive new, high-quality traffic to websites has been welcome and leveraged in many markets, the e-travel industry seems to be mostly blind to it. This means that any travel website enhancing its offerings by adding video content will stand out from 90% of the competition!
3. Make some noise!
The most common form of rich media in travel websites are photos/slideshows and virtual 360-degrees tours. While both have a lot to offer, a user will usually watch just one or two; the lack of narration does not encourage the customer to connect with the venue or destination. On the other hand, with video it is possible and easy to add a bespoke voice over that can offer additional information on the product/service and even encourage the user to ultimately make the purchase.
4. So much to see, (not) so much to do
The online travel industry boasts more soft content than retail, property, and news websites, with endless information about destinations, attractions, user reviews, deals, etc. These resources can be quickly and easily packaged as videos into one solid presentation layer; with little effort the online travel business significantly increases the value of this information, delivering a new type of experience to the customer, taking advantage of visuals and sounds.
5. Keep up with the changes!
Content on travel websites is constantly changing: fares go up and down in price, seasonal deals are launched or expire, last-minute offers are added and so on. It might be easy to surrender to these fast-moving developments by relying on rich media for static content (images, video interviews, etc.) and on Web 2.0 for reviews, prices, availability, etc. But that is like using a mobile phone for calls and a separate device for emails; who does that anymore? Consolidation is the name of the game: rich media today must be as dynamic as the web and the arrival of automated video production means that videos can be now created on-the-fly to incorporate the most up-to-date information for all offers and deals on the website.

This is a guest blog post written by Dee Roche, European Marketing Director at Eptica. In this entry, Roche talks about what lessons can be learned for social media and customer service following the anniversary of the ash cloud disruption.

It has been more than a year since the volcanic eruptions in south Iceland halted air travel and left millions of passengers stranded, and looking back there are some key lessons that can be learnt on how brands can better use social media.

At the peak of the eruption more than 10 million passengers were affected, with 75% of European airspace closed for a week, grounding 90,000 flights. While the circumstances were beyond the control of the airlines, the main issue for the 100,000 stranded Britons was the lack of information coming through.

In crisis, time-sensitive circumstances, consumers are increasingly turning to social media for real time information and advice. However, last year too many airlines were not fast enough to respond to this need.

During the seven days that the majority of Europe's largest airlines were grounded there were more than 55,000 mentions on Twitter of #ashtag, with people trying to locate up to-date information about flights, accommodation and news of the situation.

The rapidly evolving circumstances meant that the flight information on static websites quickly became obsolete. Customer demand for information forced airlines to turn to social media - some for the first time- to quickly update their customers. Although many struggled with this new communication tool, the crisis did however, highlight three organisations - KLM, British Airways (BA) and the European Organisation for the Safety of Air Navigation (Eurocontrol) - that excelled at updating their customers via multiple social media channels.

These companies not only provided users with flight status updates, but also engaged in public conversations and looked to make the information to common questions around the crisis easily available.

Having an online presence
Eurocontrol, the European air safety organisation, was the obvious go-to point for many people affected by the ash cloud. The company excelled by posting maps of where the ash cloud was coming from and heading towards, and by highlighting the likely implications this may have on air travel. The organisation also provided constant information on Facebook, Twitter and through relevant aviation groups on Linkedin as soon as it received any news or updates.

Throughout the duration of the crisis Eurocontrol grew its Twitter followers nearly 2,100% from 350 to 7,300 and its Facebook fans rose by 50% from 2,000 to 3,000.

British Airways targeted a different user base by posting a number of videos from Willie Walsh the company's CEO on YouTube. These were done to reassure customers that the airline was doing everything possible to minimise disruption. BA also had representatives on all of its official social media channels responding to direct questions in real time.

KLM sent out regular Twitter updates filled with advice on re-booking, information about local areas and links to news stories, and make time to @reply many individual customer's questions, comments and concerns. KLM also created a bespoke 'Volcanic Eruption' Q&A sidebar on its Facebook page and had official representatives available to respond to questions continuously.

Through clear planning and understanding of the various social media platforms KLM was able to not only update a large number of customers and people affected by the ash cloud, but also grow its number of followers by more than 4,000 on Twitter in that one week.

The explosion in social media has created a critical tipping point with organisations struggling to cope with the 'noise' and potential damage it can create, but for KLM, BA and Eurocontrol the ash cloud has done them no harm. It has in effect raised their profiles on the various social media platforms, gained them followers and cemented their position as a trusted travel company and provided a point of differentiation within a highly competitive market.

Back to basics
Research suggests that more than a third of all customers use some form of social media to rant or rave about a product or service. With this in mind it is essential that all companies have a strong presence across relevant social media platforms.

Eptica believes that social media represents a wealth of opportunity to shape customers relationships with airlines and travel agents, and this is most effectively achieved when firms integrate it with their other service channels. This ensures that all enquiries are responded to in a timely manner by dedicated customer service staff, and that consumers get access to the same information no matter which channel they use. This is a view shared by Gartner, who claim that by 2013 at least 35% of customer service centres will integrate some form of community and social capabilities.

For the majority of companies, it's not practical or cost effective to have dedicated employees directly engaging with consumers one-to-one via social media, and this should only ever be undertaken at times of crisis.

This is a guest blog post written by Giles Longhurst, Director of Frommer's Unlimited. In this entry, Giles talks about open source software in the travel industry.

We have heard about high profile Open Source projects and  platforms like Firefox, Wordpress and Drupal, but how can it benefit the travel industry and provide new and enhanced ways of quickly delivering digital products in the most cost effective and scalable way?

Why use Free and Open Source Software (FOSS)?

It can be tough for established travel businesses with big overheads to keep pace with some lightweight start-ups. However by leveraging the power of Open Source and the surrounding communities, we can rapidly develop innovative solutions.

Continual software development by the community

The exciting prospect for a business owner or Chief Technical Officer (CTO) is using the support that the community can provide and harnessing its collective power.  Allowing your developers to pass on their learning through contributions to these projects is also essential . By contributing to projects, fellow developers can build on your work, helping you to release better products more frequently.

Using or enhancing existing code and modules means you can save time and resources by not re-inventing the wheel. This means that your technical team can concentrate their efforts on developing new concepts and ideas.

No upfront license costs

The question of cost is often high on the list, but that should not be the primary reason for opting for Open Source over a proprietary licensed system. Although there are no upfront license fees there are many elements that need to be considered when opting for Open Source. Consultancy fees for contracting senior developers to consult on the best practice should be built into the equation. The key is to remain in control.

The Benefits for both small and larger organisations

Start-ups and smaller businesses can take advantage of the much lower cost of entry that development through Open Source allows, making it scalable as the company develops and secures more funding. Companies do not have to tie themselves to one proprietary software package; they can trial different systems to find the most suitable options.

Open Source Software allows large companies to move more quickly without having to invest in licensing enterprise wide products that need decisions from companywide steering committees. This enables you to have small flexible satellite development teams working on proof of concept ideas.

Accessing the Community

The Open Source communities also make it easy to bring on board experienced developers to expand your team for a specific project. You could nurture a flexible team that grows in knowledge whilst ensuring the business can keep control of its overheads and headcount.

There are many community forums that you can tap into which help you to keep up to speed with the latest releases and future developments, in addition to sharing ideas on similar projects and sourcing the contact details of experienced developers. Hack events are also a great way of collaborating and sharing APIs to develop and test new ideas. The Frommer's Unlimited technical team recently attended a travel Hack event providing access to our Global events API for developers to interface with.

Type of Technology where FOSS is most advanced

Content Management Systems (CMS) and Customer Relationship Management (CRM) services are the most established Open Source products that can be readily used by travel companies to manage their digital services and customer databases. In more recent years Open Source Social Networking products have become available allowing companies to manage the user generated content which is now a key component of any marketing strategy.

CMS: Programs such as Drupal provide an advanced platform for building and managing complex websites with rich content in multiple languages. They are module based allowing you to manage your own content, ingest 3rd-party APIs and deliver the front end. Drupal software is at the centre of the hotel property description projects that Frommer's Unlimited builds for our global hotel clients allowing us to customise modules for each client to their specific requirements. It enables us to manage complex workflows and deliver content in multiple languages through flexible XML feeds. WordPress is another platform which offers extremely user friendly functionality for managing websites and blogs which can be used by the tech novice or tech savvy.

CRM: Many open source projects have emerged to create similar offerings to that of the successful and popular Salesforce.com.  The most well known of these might be SugarCRM, but others such as Splendid CRM, and Fat Free CRM are interesting alternatives, the later being an exciting new Ruby on Rails-based product.  Whilst many offerings are moving to cloud based, paid models, Fat Free seems to stick a bit more rigidly to the open source ethos.

Social Media: A wealth of open source social projects are now available, including offerings from Pligg, Dolphin and Elgg which not only allow you to build your own social networks, but allow you to build and contribute to entire social applications.

Issue Tracking / Agile Project Management systems: Bugzilla and Mantis are useful open source products for tracking bugs and issues.  If you're looking for something slightly more in-depth, Atlassian's JIRA, provides excellent issue and project tracking  with free use for small companies with 10 or fewer users and nominal fees for wider company use.  Although JIRA is proprietary and therefore not really open source, it's worth mentioning that Atlassian provides the full product free of charge to any open source projects using it to manage their development. Frommer's Unlimited has recently upgraded to JIRA and we have found it a very effective tool for tracking the delivery of multiple travel projects.

Pros and Cons of using Free and Open Source Software

Pros
• Full control of the size and scope of the project
• Access to the knowledge of the community
• No upfront license costs
• Gradual scalable investment
• Continual software development by community
• Your technical team will be constantly learning
• Fewer board-level decisions to be made
• Not committed to one product due to initial outlay

Cons
• No SLA and 24/7 support
• Less documentation available (in some cases)
• Technical consultancy costs may need to be factored in