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Hawaiian Airlines Social Media Marketing Presentation at HPU

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Asiana Ponciano, the Social Media Marketing Coordinator for Hawaiian Airlines, shares how she came to her role at Hawaiian Airlines and what she does there.

Asiana Ponciano, the Social Media Marketing Coordinator for Hawaiian Airlines, shares how she came to her role at Hawaiian Airlines and what she does there.

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Transcript

  • 1. Social Media Marketing
  • 2. Hawaiian Airlines Social Media Channels
    • Twitter – 26,437 Followers
    • @HawaiianAir
    • @HawaiianFares
    • @HawaiianMiles
    • @EarnXtraMiles
    • Facebook – 105,263 Fans
    • Facebook.com/HawaiianAirlines
    • Facebook.com/XtraMiles
    • Youtube
    • http://www.youtube.com/user/HawaiianAirlines
    • Flickr
    • http://www.flickr.com/photos/hawaiian-airlines/
  • 3. What it means to manage Social Media
    • Sales and Marketing
      • Advertise products
      • Manage promotional campaigns
    • Consumer Affairs
      • Answer customer questions
      • Triage customer issues
    • Corporate Communications (PR)
      • Share press releases
      • Respond to breaking news
  • 4. Principles of Social Media Management
    • EMBODY
    • LISTEN
    • ENGAGE
    • EMPATHIZE
    • INFORM
    • PARTICIPATE
    • FAMILIARIZE
    • MEASURE
    • ADAPT
    • SHARE
  • 5. Case Studies: Aloha Passport to Paradise
    • What We Did
    • Promotion ran from Feb. 23 – Mar. 8, 2011
    • Users created passports with photos and destination stamps
    • Two winners were randomly selected and won a Roundtrip for 2 to their top destination
    • The person with the most “popular” passport was given 100,000 HawaiianMiles
    • $1,188,232 in revenue
    • 331 new HawaiianMiles members
    • Agency received a Web Visionary Award for “Friending Social” category
  • 6. Case Studies: Incentives and Events
    • Privatized @HawaiianMiles
    • Twitter users must register their HawaiianMiles account in order to follow @HawaiianMiles
    • 500 HawaiianMiles awarded to member after account verified
    • Followers are delivered tailored messages about partner offers, program updates, and exclusive giveaways
    • TwitMobs, Tweet-ups and Trivia
    • Monthly TwitMobs, or mini Tweet-ups, held at XtraMiles partners
    • Tweet-ups hosted at sponsored events
    • Giveaways done through trivia contests on Twitter
  • 7. Case Studies: Live Tweeting
    • What We Did
    • Inaugural flight to Incheon, South Korea and Osaka Kansai, Japan
    • Encouraged winners to Tweet and share photos
    • Bloggers tagged coverage with hashtag
  • 8. Case Studies: Giveaways and Deals
    • Giveaways
    • Free Tickets
    • Hosted winners
    • Live Tweets
    • Fare Finder Thursday
    • Advertise low, close-in fares
    • Feature different destinations
    • Spark participation from customers
    • Prove benefit to Followers
  • 9. Now to the stuff you can actually use..
    • Jump In!
    • Become a true user and fan of social media
    • Facebook, Twitter, LinkedIn – A MUST!
    • Music, Video, Location Base, Review, Photos
    • Learn!
    • Brian Solis Engage
    • Gary Vaynerchuk The Thank You Economy
    • Tony Hsieh Delivering Happiness
    • Thrive!
    • Use social media to optimize your goals, professional to personal
  • 10. Socialize with me!
    • www.AsianaPonciano.com
    • www.Twitter.com/AsianaPonciano
    • http://www.linkedin.com/in/asianaponciano
    • http://www.slideshare.net/AsianaPonciano

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