What Can Six Flags, Disney and Alton Towers research from Social Media?

June eleven, 2015

as the solar peeks out through the gray drizzle we’ve turn out to be acquainted with in the previous few months, everybody’s looking to get out of doors as much as conceivable.

For some, the idea of ‘enjoyable in the sun’ is strapping right into a small cart and being hurled around a metal track at over 70mph.

Staring out of the window subsequent to their desk, they dream of higher lifestyles. One full of concrete, steel beams and intestine-wrenching screams. A thrill-seeker’s paradise.

Mildly depressed, they turn to they keyboard, open a new tab and kind.

i wish to go to 6 flags so bad nobody knows

— samii smalls (@samii_smalls) June 2, 2015

imagine it or now not, a publish like this means a complete lot to entertainment park operators across the world.

The $ 30m want for adrenaline

throughout the us, just over 50,000 people posted a Tweet just like the one above closing month on my own.

Tickets for these parks go for at least $ 50. That’s potentially $ 2.5 million in overlooked tickets in just 30 days. Or, $ 30 million a year.

every day, heaps of individuals flip to Twitter and discuss their wish to go to a theme park. It’s just that point of 12 months.

not each park is created equal, although.

With 18 parks throughout North america, Six Flags are the biggest participant with regards to adrenaline-fueled adventure parks. Twice as many people said “I wish to go to 6 Flags” than to Walt Disney World and Disney Land mixed.

whereas forty two,500 people wrote online about wanting to head to six Flags remaining month, handiest a hundred and fifty talked about looking to go to Busch Gardens.

Importantly, these figures have nothing to do with how head place of work is managing their own Twitter feeds. It’s all simply desire, straight from the center.

How a long way are folks willing to travel?

For Six Flags, it’s onerous to know precisely which park these daredevils wish to go to. however by way of taking a look at geolocation, we are able to make an excellent wager.

Six Flags Magic Mountain in California collects the biggest cluster of “I wanna go right here” mentions.

Intuitively, individuals Tweet more about a theme park if they’re with regards to it.

For Six Flags, you see a big a quantity of Tweets within the states where their 18 parks reside. then again, the localization factor is far decrease or greater for sure parks.

Walt Disney World attracts visitors from all across the united states.

in contrast, no-one out of doors of Ohio desires to visit Cedar level.

Our conclusion? people are willing to travel farther to fulfill Mickey Mouse.

Alton Towers and crash restoration

throughout the pond, the united kingdom’s biggest and hottest theme park, Alton Towers, not too long ago had a massive drawback unrelated to misplaced ticket gross sales.

You’re more likely to die in a car crash than on a roller-coaster.

yet, some individuals cling an irrational concern of curler-coasters – something that isn’t helped by way of crashes on the tracks.

simply ahead of lunchtime on Tuesday 2nd of June, a cart full of folks on Alton Towers’ ‘Smiler’ ride collided with an empty one.

No-one died, but the influence used to be strong sufficient to send a number of individuals to sanatorium with severe injuries.

because the crash came about, there used to be silence from Alton Towers group of workers about what took place.

the only information people heard was instantly from Twitter, in a sequence of blurry footage.

Alton Towers in the end did respond, but with the aid of then poor sentiment had skyrocketed and the press have been reporting on the park’s ‘mismanagement’.

classes for the longer term

The memories of lost ticket sales and that of the Smiler crash would have indisputably played out differently if social listening had been at the hub of the parks’ head office.

the lessons to be realized here?

Six Flags and Walt Disney World might be saving – and making – cash by using targeting Tweeters who already want to come to their parks, and Alton Towers can have responded to a subject within the hour, not on the end of the day, allaying fears and bettering their reputation.

however within the case of Alton Towers and the Smiler trip, let’s hope the need never arises again.

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