Eurostar is to rail travel what Terminal 5 was to air travel.
While Terminal 5 was slowly falling apart, I had the opportunity to put together my first ever monitoring dashboard for people who wanted to track what was going on. Since then I’ve played around a-plenty with dashboards and monitoring systems, so while I develop these techniques I thought it would be interesting to do some ‘live’ case studies. And, luckily (for me), Eurostar is a perfect candidate.
So what are people saying about them? I’m sure people at Eurostar would like to know. Fortunately I’ve heard tell that the excellent We Are Social, headed by Robin Grant, are helping Eurostar listen in to the online conversations, so I’d imagine they have a similar setup.
But this one’s mine. Take a look – click here to see the Eurostar dashboard, or click the image below.
First off, I figure that Twitter is fairly important because people will be tweeting left, right and centre about them. So, I put a Twitter buzz chart at the top, and Twitter updates below that.
As you can see it looks like problems reached a peak on Tuesday, with a daily pattern of people tweeting their annoyance around mid-morning and less so during their lunchbreaks. Today, the volume has lessened which probably coincides with the trains being fixed.
So much for the quantitative. Look at what people are saying. They’re really not happy. Right now I can see the following comments:
- Some people are still throwing stones at the Eurostar as it passes them
- Bankers threatening to leave the country over tax rates, but how? Eurostar? Plane?
- Miles de pasajeros abarrotan estación londinense desde donde parten trenes Eurostar
The first one is fairly astonishing (and I don’t believe it frankly, but who knows?), the second is frightfully witty if you don’t actually work for Eurostar, and the last is, according to my limited Spanish, not entirely positive either – but, bearing in mind Eurostar doesn’t actually go to Spain, shows how the whole of Europe is caught up in this fascinating episode.
Forums are notorious for ill-informed, knee-jerk response (I should know, I used to post regularly to the Computer Music forum, so regularly that I was once in the top five posters by volume). So, I added a Forum section, again with the chart at the top and the threads below.
The forum buzz chart roughly echoes the Twitter chart in that volume seems to be falling. There are actually surprisingly few comments in the forums, telling me that maybe this isn’t the ‘natural’ space for such conversations to take place.
The blog buzz is similar, and again we see negativity abounding. Take this for instance: “Mum’s here – she got a first class ticket which meant Eurostar could get her on the train.” Do what? Are you telling me that people have to buy first class to guarantee a place? And so it continues to unravel…
Finally I thought it might be interesting to look at the photos people were taking – this was particularly illuminating when looking at Terminal 5 coverage, basically showing mountains of suitcases. Eurostar photos seem to consist mostly of queues of people, with comments alongside them such as “And the start of a 36 hour trip home.” Dearie dearie me.
It would be nice – well, not nice maybe, but interesting certainly – to monitor the Facebook group, and social videos. I just put these columns in to get a quick overview of what’s going on. Same for UK, global and social news, Delicious bookmarks, even wikipedia updates – they can all be added, and more. I just put this together to test the system while I’m developing it.
So there you have it. Negativity abounds, and it doesn’t seem as if Eurostar is helping the situation by offering people transit if they pay through the nose. Disclaimer: I don’t actually know this to be the case, but that’s the impression that blog post gave me.
How to deal with all this? I’m sure the smart guys at We Are Social are on the case but it’s probably a priority now for them to do a post-mortem on what went wrong, and how to make it right again – because this won’t stop here. It’s going to take quite some time for Eurostar to stop being a joke, as it did with T5 and as it will for Tiger Woods (another case study in how to get it wrong, including, this time, social media – he could have been contrite sooner and more directly, but that’s another story).
Let’s face it, we work in the world of impressions, reputations and opinions. It’s tricky, and you’ve got to be careful. At the very least, listen.