Is "Socialgraphics" Travel's Next Big Social Media Thing?
We frequently reported in New Media Travel that hotels notoriously use photos of empty swimming pools, restaurants and rooms in their marketing material for fear of offending potential customers. Their thinking is that couples without children, for example, will be discouraged by pictures with children in them, while families may be be turned off by photos featuring adults.
Enter Socialgraphics which claims the days of travel marketers having only the basic customer information they ask for, are ending.
Boston-based customer intelligence provider TrueLens and Socialgraphic's creator, defines the product as "customer data that is sourced from public social media expressions, including influence scores, interests, affinities for brands and products, brand advocacy, and more."Accessing that level of detail on customers requires advanced technology like TrueLens' that can make sense of big data.
With Socialgraphics, hotel marketers can use brand affinity and interest data from customers' Twitter posts and foursquare checkins to personalize email campaigns and loyalty program websites.
Using customer preferences to their advantage, hotel marketers can distill which customers have young children, which have older children, and which do not have children at all. So, when a mom with young children logs into her loyalty account, or opens a marketing email, she sees photos of families eating at the hotel restaurant, and reads reviews written by other moms like her with young children.
When a customer who does not have children logs into the site, he sees a video on the nearby nightlife and photos of a quiet peaceful poolside lounge.
Over the past two years, we've written about the biggest challenges in the travel industry brought on by technology. We asked if hotels will stop posting boring content, or how can travel pros use critical customer reviews to their advantage. How can travel brands sell directly to consumers?
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2013 may very well be the year travel industry professionals address those major challenges with the help of big data. Consumers post 1 billion expressions online per day. Those expressions include personal information posted on social media, blogs and review sites. Today brands are starting to use that information to create more relevant and meaningful marketing programs, and advanced technology is making it happen.