Data: Pinoys search, post about ‘Hotel Sogo,’ ‘Victoria Court’ ahead of Valentine’s Day; reach gets 2M, 200k in 13 days
A social listening report from Capstone-Intel revealed that a number of posts have emerged related to hotel chains Sogo and Victoria Court in time for the Valentine’s Day celebration this year. Capstone-Intel Corporation is a high-impact research company that uses innovative research technologies, tools, and methods to convert data and information into breakthrough insights and actionable intelligence outputs. It is committed to helping its clients solve problems, find solutions, grow markets and constituencies, build reputations, navigate risks, manage crises, and be the country’s leading private research and intelligence agency. Methodology Capstone-Intel Corp. examined the online presence of Hotel Sogo and Victoria Court in the country as a topic of discussion for two weeks, from February 1 to February 13, 2024, by utilizing all publicly accessible posts from social and non-social media platforms in order to gather the sentiments of the public about the two hotel chains. Over five hotel chains commonly known in the Philippines have been selected in the social listening report but only Hotel Sogo and Victoria Court have reported significant data that can be translated. Facebook Performance Capstone-Intel found that “Hotel Sogo” garnered a 2,682.5 engagement score for its 199 total post count, which yielded over 7,858 total reaction count. When broken down, “Facebook like” accounts for 46.8 percent of the total reactions, with 3,678. Followed by “Facebook love” with 3,315 reactions (42.2 percent), “Facebook haha” with 545 (6.9 percent), “Facebook sad” with 243 (3.1 percent), “Facebook wow” with 73 (0.9 percent), and “Facebook angry” with 4 reactions. On the other hand, “Victoria Court” garnered a 1,550.1 engagement score for its 105 total post count, which yielded over 6,452 total reaction count. When broken down, “Facebook love” accounts for 55.1 percent of the total reactions, with 31,335. Followed by “Facebook like” with 341,527 reactions (35.4 percent), “Facebook wow” with 66,743 (6.9 percent), “Facebook sad” with 14,107 (1.5 percent), “Facebook haha” with 10,169 (1.1 percent), and “Facebook angry” with 401 reactions. The bulk of the engagement score and total post count were all attributed to the two hotel chains’ Valentine’s Day-themed promotions. Looking at the data, the majority of “Facebook like” and “Facebook love” reactions can be attributed to several Filipino social media users interacting on promotional posts about Hotel Sogo and Victoria Court. Although all the reactions are positive due to the volume of like and heart reactions, the “Facebook haha” reactions can also be an indicator of a successful social media campaign as several funny reactions, mainly comments were driven by the emergence of the campaigns the Hotel Sogo and Victoria Court online. Online mentions Capstone-Intel likewise revealed that “Hotel Sogo” received 79.5 percent positive mentions, and the remaining 20.5 percent were negative mentions. This means that the article mentions about Sogo were mostly angled positively. Meanwhile, Victoria Court has gotten 93.6 percent positive mentions while the remaining 6.4 percent were negative mentions. On the other hand, It is also worth noting that Hotel Sogo received 2,292,208 social media reach, which is deemed higher compared to Victoria Court which has received 229,598 social media reach for the past month. Additionally, Hotel Sogo received 913,293 non-social media reach, also higher than the 133,987 non-social media reach of Victoria Court. Top posts, discussions In terms of top posts for Hotel Sogo, the hotel chain was more widely discussed on X (25.1 percent mentions) and Web (24.3 percent mentions) than on Facebook (17.4 percent mentions). For Victoria Court, the chain was more widely discussed on the news (38 percent mentions), the Web (24.8 percent mentions), and Facebook (24 percent mentions). On Facebook, the majority of top posts for Hotel Sogo were about its Valentine’s Day promotion, garnering a 236.0 engagement score. However, for Victoria Court, its reel about basketball-themed rooms was the most engaging post about the hotel, receiving a 115.6 engagement score. The discussion highlighted that despite the engaging promotions about the two hotel chains on Facebook, both SOGO and Victoria Court are more being mentioned on different platforms.
