Tiffany St. James Kyle Thorne Matthew Zito ROI ROADSHOW @SYNTHESIO #SYNTHESIOROI
Jul 28, 2015
Tiffany St. James Kyle Thorne Matthew Zito
ROI ROADSHOW
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Tiffany St. James Kyle Thorne Matthew Zito
ROI ROADSHOW
@SYNTHESIO#SYNTHESIOROI
VIRGIN ATLANTIC SOCIAL MEDIAOUR BRAND EXPERIENCE SHARED
#SynthesioROI @Synthesio @VirginAtlantic
OUR STRATEGY
“Extraordinary companies succeed not just because of their great products, but because they have a story that people want to participate in. This deeper narrative creates fierce loyalty and authentic evangelism about a company.
-Entrepreneur.com
BRANDS ARE NOW DEFINED BY WHAT THEIR CUSTOMERS SAY,NOT WHAT THEY SAY ABOUT THEMSELVES.
#SynthesioROI @Synthesio @VirginAtlantic
MANAGE THE CONVERSATION SHAPING OUR BRAND
CREATE CONTENT
Take the unique elements of our brand and create an experience around them, then allow it to be
shared
CREATE ADVOCACY
Allow customers' to participate in our brand by giving opportunities to
share their experiences.
CREATE COMMUNITY
Build a large and loyal fan base through engaging people in our
brand story.
#SynthesioROI @Synthesio @VirginAtlantic
OUR CAMPAIGNS CREATE SPIKES IN CONVERSATION
APRIL FOOLS GLASS BOTTOM PLANE SPOOF
VIVIENNE WESTWOOD UNIFORMS
APRIL FOOLS GLASS BOTTOM PLANE SPOOF EMERGES AGAIN
GOOGLE GLASS LAUNCH
CABIN CREW MAKE-UP FREE
SELFIE
FEB 2013 MAR 2014
#SynthesioROI @Synthesio @VirginAtlantic
WE’RE DELIVERING SUCCESSFUL SOCIAL MEDIA CAMPAIGNS #NextStopNYC
5.3M total campaign impressions
First in share of voice 33.2%
Coverage was 98.4% favourable
Brand mentions increased 115% *
Actively engaged 141,000 people
TOTAL REACH TOTAL ENGAGEMENTS
Print 2,412,265 Facebook 72,847
Social 2,189,595 Twitter 11,200
PR 758,250 #NextStopNYC use 445
Est. Reach 23,244,243 YouTube 57,263
*week on week, from 16 Jun to 23 Jun 2014
#SynthesioROI @Synthesio @VirginAtlantic
BEYOND CONVERSATION AND CAMPAIGNSTHERE IS A BIGGER OPPORTUNITY…
#SynthesioROI @Synthesio @VirginAtlantic
A SINGLE VIEW
COMMS
SERVICEPRODUCT
#SynthesioROI @Synthesio @VirginAtlantic
OUR SYNTHESIO SOLUTION
2xListening
Dashboards
VIRGIN ATLANTIC + COMPETITORS
1xSocial
Customer Care
#SynthesioROI @Synthesio @VirginAtlantic
OUR SYNTHESIO SOLUTION
PRODUCT SERVICECOMMS
Used by Research and Insights team
Determine needs, frustrations and inspire development of the customer journey
Used by Comms team
Track brand perception and online influencer activity
Measure the resonance of key messages
Virgin Atlantic’s joint venture with Delta, innovation of the brand (some cabin crew showcasing Google Glass on flight), etc.
Dedicated SCC dashboard means Customer Care team can respond to consumers from one tool
Team is 24/7 (since Nov. 2014)
Team sits within Virgin Atlantic’s Control Centre – part of a team that track crew dispatch, maintenance and performance of aircraft, and handles delays
Team collaborates to keep each other aware of anything that may affect the consumer
In addition to Virgin Atlantic specific insights, the dashboard also follows a similar breakdown for competitors to allow Virgin Atlantic to benchmark themselves against competing airlines.
#SynthesioROI @Synthesio @VirginAtlantic
OUR BRAND CONVERSATION IS HEALTHY
AVG. 10% SHARE OF VOICE WITH 90% FAVORABLE SENTIMENT
#SynthesioROI @Synthesio @VirginAtlantic
SUPPORT BIG STORIES: 5 COMMS OBJECTIVES
ESTABLISH A STORY ARCH TO SUPPORT AND SUBSTANTIATE
Vision We Day CSR / FTC Lanzatech flight
Future of Flight
Brand Exclusive Content
Let it fly Detroit Inaugural
Opening up America
Customer Product Videos
Destination Project
LA Clubhouse
Foodie Flight
Tech #avgeek chic
787 Delivery
Onboard WiFi
IFE Revolution
People Advocacy ITV Employer Brand
Future Flyer stars
#SynthesioROI @Synthesio @VirginAtlantic
CUSTOMER & BRAND 2015 KEY EXECUTIONS
FebJan March May April April
Detroit Inaugural
LA Clubhouse Virgin Hotel Chicago
Orlando/Belfast Launch
June SOCIAL ADVOCACY ONGOING PROGRAMME
Mortidecai Premier
Amplify: Let it Fly
Seasonal Stunt/ Valentines/Half-term
WE Day
Financial Results
Opening Up America
787 LAXPack a Bag Activation Our Birthday
May the 4th
MoTown Announcement
#SynthesioROI @Synthesio @VirginAtlantic
CUSTOMER PATHWAY
TRIGGER
ACTIVE SEARCH
PURCHASE
ANTICIPATION
FLYING
DREAMING
RELIVING
#SynthesioROI @Synthesio @VirginAtlantic
TRACKING THE CUSTOMER EXPERIENCE
With Synthesio, we can begin to track our customer journey using social comments across the web.
OPENING UP AMERICA
OBJECTIVE? Salience & Consideration Moving along the purchase cycle
MEASUREMENT? FB/Ad/YouTube metrics Have we driven an increase in
destination mentions? Search traffic Site traffic Brand Research
#SynthesioROI @Synthesio @VirginAtlantic
ACHIEVING ROI
Start with a clear business objective Look to shift the dial
Brand Sentiment Campaign key words Competitive share of voice
Tracking and attribution modelling Brand metrics Use commercial data inform content strategy Remember your consumer pathway Look for relevance in cultural trends and customer passion points Look for comparisons across channels. Are your social efforts
performing? Test and learn approach using accepted metrics
$
#SynthesioROI @Synthesio @VirginAtlantic
LOOKING FORWARD
MERGED REPORTING
Due to the large-scale projects of the above three dashboards, we have recently released a reporting dashboard to the team, to allow them to pull key metrics from one dashboard rather than three, allowing Kyle to easily extract trend analysis over time and key metrics of Virgin Atlantic against competitors.
MORE SPECIFIC DASHBOARDS
We are also in the process of exploring whether an Employee Advocacy (towards brand) and Crisis dashboards are something to consider for Virgin Atlantic moving forward.
#SynthesioROI @Synthesio @VirginAtlantic
Tiffany St. James Kyle Thorne Matthew Zito
ROI ROADSHOW
@SYNTHESIO#SYNTHESIOROI
CREATING
SOCIAL ROI
MATTHEW ZITO VP PRODUCT, SYNTHESIO@MATTHEWZITO
@SYNTHESIO#SYNTHESIOROI
TRADITIONAL BUSINESSES HAVE A
TRANSACTIONAL RELATIONSHIP
WITH CUSTOMERS
YOUR BUSINESS
PURCHASES & INTENT
YOUR CUSTOMERS
SERVICES & SUPPORT
@SYNTHESIO#SYNTHESIOROI
YOUR BUSINESS
THEY PUT CUSTOMERS AT THE
CENTER OF THEIR
BUSINESS
YOUR CUSTOMERS
SOCIAL COMPANIES ARE CHANGING THE GAME…
1
@SYNTHESIO#SYNTHESIOROI
BREAK DOWN SILOS SHARE AND CONSUME SOCIAL DATA
v
YOUR BUSINESS
SALES
vMARKETING
PR & COMMS
vPRODUCT R&D
OPERATIONS
CUSTOMER
SUPPORT
2
@SYNTHESIO#SYNTHESIOROI
DEVELOP
BUSINESS-FACING KPIS FOR EACH STAGE OF THE CUSTOMER LIFECYCLE
AWARENESS
SATISFACTION
ACQUISITION
ACTIVATION
REACH GROWTH OF FANSCONVERSION
THROUGH BUYING CYCLE
SOCIAL REPUTATION
EVALUATION
PURCHASE INTENT
AMPLIFICATION
SEARCH SOURCE AMPLIFICATION LEAD IDENTIFICATION
3
@SYNTHESIO#SYNTHESIOROI
SCALE SOCIAL INTELLIGENCE
MAKE SMARTER BUSINESS DECISIONS
4 @SYNTHESIO#SYNTHESIOROI
MEASURE & TRACK
REAL BUSINESS PERFORMANCE
CUSTOMER AWARENESS REPORT
CUSTOMER ACQUISITION & ACTIVATION REPORT
CUSTOMER SATISFACTION REPORT
DON’T JUST MEASURE YOUR CUSTOMERS
UNDERSTAND YOUR CUSTOMERS
@SYNTHESIO#SYNTHESIOROI
MAJOR SUCCESS
LIMITEDSUCCESS
EXPECTEDSUCCESS
FAIL
BUDGET
SO
CIA
L
REP
UTA
TIO
N
SC
OR
E
BEST CAMPAIGN
LOW HIGH
LO
WH
IGH
BUZZ VOLUMES
BUILD A PREDICTIVE ANALYTICS PROGRAMTO OPTIMIZE CAMPAIGNS AND BOOST ROI
CHART THE PERFORMANCE OF EVERY CAMPAIGN
@SYNTHESIO#SYNTHESIOROI
ANALYZE HIGH-PERFORMING CAMPAIGNSTO ACHIEVE REPEAT SUCCESS
Volu
me o
f B
uzz
Time
BEFORE
AFTER
1 – Campaign Starts
2 – Peak volumes are 4 to 10x higher than baseline and spread on all social and mainstream media
3 – Lasting Positive Buzz
4 – Higher brand-related conversation volumes
@SYNTHESIO#SYNTHESIOROI
KEY TAKEAWAYS Social data can fuel cross-functional insights
Tie social metrics to business KPIs
Target unique audiences at each stage of the lifecycle
@SYNTHESIO#SYNTHESIOROI
UNDERSTANDING THE VALUE OF SOCIAL ROI
THANK YOU!!
@SYNTHESIO#SYNTHESIOROI
ROI ROADSHOW
NEXT STEPS & QUESTIONS…
@SYNTHESIO#SYNTHESIOROI