NLP Airport Social Campaign
Using “wild” customer feedback to illustrate the value of social listening.
Lexalytics is the industry leader in translating text into profitable decisions; they make state-of-the-art cloud and on-prem text and sentiment analysis technologies that transform customers’ thoughts and conversations into actionable insights.
The Challenge
The challenge was highlighting Lexalytics new blog series, “The Definitive Data-Driven Airport Ranking List.” In this blog series, Lexalytics used their AI text analytics technology to analyze Facebook reviews of the top 10 US airports. The social campaign needed to introduce their technology, highlight the results of their analyses, and illustrate the value of their offering to potential end-users.
The Strategy
My approach was to use their text analytics technology to find the most eye-catching feedback from the analysis. I highlighted tweets to illustrate the value of collecting this feedback for their end-users (in this case, airports) while entertaining the average follower.
Paring this creative with a Twitter campaign targeting the cities featured within the piece maximized its reach and impact.
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Airports can be a delightful way to get from A to B. They can also be a never-ending, phone-charging, food court from hell. We analyzed over 30k reviews from the 10 busiest airports in the US and sometimes, chaos reigned. See the full piece here: https://t.co/3SWb7qIWF2 pic.twitter.com/sqb8Tj4MMJ
— Lexalytics, an InMoment Company (@Lexalytics) December 22, 2018
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So, how do you really feel about airports? We analyzed over 30,000 comments on Facebook through our Semantria Storage & Visualization (Semantria SV) platform and ranked the best airports on customer sentiment: https://t.co/qTpNxICrgs pic.twitter.com/UWmGbc5RXz
— Lexalytics, an InMoment Company (@Lexalytics) December 31, 2018
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Sometimes people hold grudges. Sometimes they post about those grudges on Facebook. Sometimes it's about their "favorite" airport. We reviewed over 30k Facebook comments on the 10 busiest airports in the country and the results are juicy: https://t.co/qTpNxICrgs pic.twitter.com/7KxRxSLux9
— Lexalytics, an InMoment Company (@Lexalytics) December 28, 2018
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If a person complains about an airport on Facebook and its buried under 30k other comments, does anyone care? We do. See sentiment ranking of 10 of the busiest airports in the US using real Facebook reviews: https://t.co/3SWb7qIWF2 pic.twitter.com/wkI66Gptvf
— Lexalytics, an InMoment Company (@Lexalytics) December 27, 2018
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We've all been there...Tired, hungry and fed up with overpaying $14 for a sandwich. But can you quantify your feelings? We can — and we did. See our new piece on the sentiment ranking of the top 10 busiest airports in the country. https://t.co/qTpNxICrgs pic.twitter.com/2P5TuMgQ6a
— Lexalytics, an InMoment Company (@Lexalytics) December 26, 2018
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Real Airports. Real Facebook Comments. Real Bats. See our ranking of the top 10 busiest airports by customer sentiment. It gets wild: https://t.co/qTpNxICrgs pic.twitter.com/uHgwa5w1xS
— Lexalytics, an InMoment Company (@Lexalytics) December 21, 2018
Reception
After launch, the organic reach and engagement of the creative were powerful. The promoted campaign was a significant success with over 19,673 impressions in just ten days. This campaign resulted in over 1000 engagements with a 5.38% engagement rate, pushing the blog post to one of the successful posts in their history.