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SOCIAL MEDIA MONITORING Polona Černič Research and Development Department
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SOCIAL MEDIA MONITORING - toerismevlaanderen.be · Social media monitoring General analytics, Insight 2011-2012: The social media marketing strategy monitoring Google ? Google

Feb 26, 2019

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Page 1: SOCIAL MEDIA MONITORING - toerismevlaanderen.be · Social media monitoring General analytics, Insight 2011-2012: The social media marketing strategy monitoring Google ? Google

SOCIAL MEDIA MONITORING Polona Černič

Research and Development Department

Page 2: SOCIAL MEDIA MONITORING - toerismevlaanderen.be · Social media monitoring General analytics, Insight 2011-2012: The social media marketing strategy monitoring Google ? Google

Key Preformance Indicators

Key Performance Indicators for Slovenian tourism: Overnight stays Export Market Share Nation Brand Index/World

tourism competitive index Satisfaction of international

tourists

Key Performance Indicators for Slovenian Tourism Board: Campaign effects Tourism effect Press/editorial coverage Effective organization Partner satisfaction International communication

platform Employee satisfaction Corporate media coverage in

Slovenia

Social media buzz

Page 3: SOCIAL MEDIA MONITORING - toerismevlaanderen.be · Social media monitoring General analytics, Insight 2011-2012: The social media marketing strategy monitoring Google ? Google

Research model

Research model

Monthly Analysis of Statistical

data

Qualitative Research

Social media monitoring

Quantitative Research

Page 4: SOCIAL MEDIA MONITORING - toerismevlaanderen.be · Social media monitoring General analytics, Insight 2011-2012: The social media marketing strategy monitoring Google ? Google

Research publications

Page 5: SOCIAL MEDIA MONITORING - toerismevlaanderen.be · Social media monitoring General analytics, Insight 2011-2012: The social media marketing strategy monitoring Google ? Google

Social media monitoring

2011-2012: The social media marketing strategy

General monitoring

? Google

analytics, Google Insight

Page 6: SOCIAL MEDIA MONITORING - toerismevlaanderen.be · Social media monitoring General analytics, Insight 2011-2012: The social media marketing strategy monitoring Google ? Google

Social media monitoring

Listening to people

"Listening" to social media

Page 7: SOCIAL MEDIA MONITORING - toerismevlaanderen.be · Social media monitoring General analytics, Insight 2011-2012: The social media marketing strategy monitoring Google ? Google

Social media monitoring

Attentics, Eupinion.

Determine possible outcomes based on

ECSI model Build algorithm

Train algorithm to monitor and search for online posts (opinions) that matches criteria as

set in a step 1. of the proces

Analytical process based on ECSI model

Data cross-checking and filtration

Data is stored into DB

Results (outcome)

Page 8: SOCIAL MEDIA MONITORING - toerismevlaanderen.be · Social media monitoring General analytics, Insight 2011-2012: The social media marketing strategy monitoring Google ? Google

Social media monitoring 2012: 30 analysis

Listening to what were people saying about Slovenia in colerations with:

Tourism products

Target markets Target groups

Exposed names (Anže Kopitar,

ect.)

Brand I Feel Slovenia

Events (cultural, sport, etc.)

Annual analysis

Page 9: SOCIAL MEDIA MONITORING - toerismevlaanderen.be · Social media monitoring General analytics, Insight 2011-2012: The social media marketing strategy monitoring Google ? Google

Annual analysis 2012

Key words and phrases in connection with the Slovenian tourist offer

5,547,332 analysed opinions

Blogs: 66% Forums: 29% Facebook: 2% Twitter: 3%

Period: 1.1.-31.12.2012

Page 10: SOCIAL MEDIA MONITORING - toerismevlaanderen.be · Social media monitoring General analytics, Insight 2011-2012: The social media marketing strategy monitoring Google ? Google

Annual analysis 2012

4. Emotional perception

15%

85%

Positive

Negative

1. Location of users

58% 42%

19-24

25-34

35-44

45-55

55+

3. Age

N=3.475.023

N=87.124 N=5.547.332

2. Gender

Page 11: SOCIAL MEDIA MONITORING - toerismevlaanderen.be · Social media monitoring General analytics, Insight 2011-2012: The social media marketing strategy monitoring Google ? Google

Positive perceptions

0

150.000

300.000

450.000

600.000

750.000

900.000

Beautifulunspoiled

nature

Ljubljana issmall but sopleasant andinteresting

Bled isabsolutelywonderful

Excellentopportunitiesfor recreation

in nature(hiking, this)

Slovenia has awonderfulcaves and

naturalenvironment

Many naturalspas

Beautifulmountains

(National Park)

Many historicalsites (castles,architecture)

Portorozvisiting

traditionally

Piran is apicturesque

town, worth avisit

Local wines andcuisine, naturaland delicious

Other

Page 12: SOCIAL MEDIA MONITORING - toerismevlaanderen.be · Social media monitoring General analytics, Insight 2011-2012: The social media marketing strategy monitoring Google ? Google

Negative perceptions

N=832.100

0

50.000

100.000

150.000

200.000

250.000

300.000

Not the besttransport links

(train, flightlines)

Vignette price Some hotels aretoo expensive in

the scope andquality of supply

Protests are notshining

reputation forSlovenia

(Slovenia isbecoming

dangerous)

Other

Page 13: SOCIAL MEDIA MONITORING - toerismevlaanderen.be · Social media monitoring General analytics, Insight 2011-2012: The social media marketing strategy monitoring Google ? Google

What can we learn from the analysis and understanding of Web users'

opinions?

Page 14: SOCIAL MEDIA MONITORING - toerismevlaanderen.be · Social media monitoring General analytics, Insight 2011-2012: The social media marketing strategy monitoring Google ? Google

Optimize existing tourist offer and adjust the actual desires of guests.

Raise consumption and attendance.

Better and easier understanding of guests.

Develop new products.

Page 15: SOCIAL MEDIA MONITORING - toerismevlaanderen.be · Social media monitoring General analytics, Insight 2011-2012: The social media marketing strategy monitoring Google ? Google

Thank you!