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.

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Hawaiian Airlines Social Media Marketing Presentation at HPU

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

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