Customer Involvement Through Social Media - Lessons learned from SAS (HSMAI Oslo 24.05.2012)

CUSTOMER INVOLVEMENTTHROUGH SOCIAL MEDIALESSONS LEARNED FROM SCANDINAVIAN AIRLINESChristian Kamhaug @ckamhaugHead of Social MediaSAS Scandinavian Airlinestwitter.com/SAS | facebook.com/SAS | youtube.com/flySASHSMAI Europe Marketing Strategy Conference, Oslo, May 24, 2012

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“In the old days, someone might have a bad customer experience and tell 10 people. But now, with the rise of blogs,MySpace and Facebook, that person might be able to tell 10,000 people. This totally changes the dynamic, and importance, of customer experience.” Bruce Temkin, vp/principal analyst at Forrester Research Source: Forrester “The Customer Experience Index 2007”, http://www.forrester.com/Research/Document/Excerpt/0,7211,43877,00.html, Brandweek, http://www.brandweek.com/bw/news/recent_display.jsp?vnu_content_id=1003677228

NEW MEDIA HABITS• In Norway we now consume media an extra 90 minutes every day compared to a few years ago• 30% of this time is spent on social media• Media use is mobile-driven• EVERYTHING is connected to social media

THE BIG KAHUNA• More than 850 million users world-wide• Every 8th person on the planet• The world’s 3rd biggest country• More than 9 million active users in Scandinavia – Norway: 2,8 million monthly users – Norway: 2 million daily users• Every 4th Norwegian Facebook-user is mobile!

SOCIAL MEDIA IS IMPORTANT FACEBOOK IS HUGE WE NEED TO BE THERE!

SAS SOCIAL MEDIA OBJECTIVESAll communication within the social media arena shall support SAS business strategy & brand promise. 1. Listen to, Engage and Involve customers to make a better SAS 2. Drive traffic to SAS websites in order to create sales 3. Build lasting relationships through excellent customer service 4. Increase SAS image as a valued partner for all stakeholders SAS VISION: TO BE VALUED FOR EXCELLENCE BY ALL STAKEHOLDERS

PLATFORM STRATEGY

CHANNEL STRATEGYONE channel per social media platformGlobal & local messagesHead of Social Media coordinates channels

PLATFORM EVALUATION Benefits Costs

PLATFORM EVALUATION investment Maintenence SAS Dialogue Objectives Do it? involvementBlog High High High High 1,2,3,4 waitFacebook Low Medium High High 1,2,3,4 YesTwitter 0,- Medium High High 1,(2),3, 4 YesYouTube 0,- Medium/high Low/medium Low 2, 4 YesGoogle+ 0.- Low Low Low 1,2,3, 4 TestInstagram 0.- Low Low/medium Low 4 TestPinterest 0.- Low Low Low 2, 4 TestForum 0.- Low/medium High High 1,2,3,4 waitLinkedIn ? Low Low Low 4 wait

SAS SOCIAL MEDIA CHANNELS• facebook.com/SAS• twitter.com/SAS• YouTube.com/flySAS• statigr.am/flySAS• Bit.ly/SAS-GooglePlus• pinterest/flySAS etc….

WHAT CAN THEY BE USED FOR? Facebook Twitter YouTube Google+ Instagram PinterestDialogue   ? ? ? ?Customer    ?  serviceSharing     ? Sales  ? ? ?  ?Local messages      Image/brand      Competitions      Recruitment      Involvment    ?  Ads      

SOCIAL MEDIA ECO-SYSTEM Newsletter flysas.com

SOME ORGANIZATIONHOW WE DO IT @ SAS

WHAT THE CUSTOMER WANTS• Quick & informed answers• Availability• A friendly environment• To be taken seriously• Interesting content

SOCIAL MEDIA AS A HUB Corporate Communications HR Operations Cust omer Contact Customer Social Marketing Relations Media Online Product Sales Development EuroBonus

FACEBOOK SOCIAL MEDIA MONITORING Internet Support Day-to-day replies Corporate Communications Status updates & news Expert Team Functional experts

RESOURCE USE AT SAS• 27 million customers yearly• 12.000 employees• Three big home markets• One of Scandinavia’s strongest brands• Open 24/7• Everyone (at least in Scandinavia) knows SAS

RESOURCE USE AT SAS• 1 FTE Head of Social Media• About 1/2 FTE at the Call-Center• Utilizing existing resources – 10-20 minutes per hour – 08:00 – 22:00 – Answers most questions within one hour

SAS ON FACEBOOK• More than 185.000 “fans”• The largest travel brand on Facebook in the Nordic region• What are people talking about? – EuroBonus – Bags – Good experiences with SAS – Fares – New destinations

WHAT WE GIVE BACK• Customer service every day 08:00 – 22:00!• News & offers – Global and local offers• Fun-facts• Job offers• Travel tips• New Scanorama magazine 1st of every month• Flashback Friday every Friday• Video & photos from events

LOCAL MESSAGES IN LOCAL LANGUAGES

HOW WE COMMUNICATE• Consistent messages through all channels• Folksy & charming• Try some humor!• Drop no hooks – bite no hooks• Answer everything – positive as well as negative• Write only what you know – “I don’t know” is ok!• Be personal and care!

WHAT TO LOOK FOR IN YOUR TEAM!• Wide knowledge-base• An interest in & understanding of social media• Wide internal network• Can-do attitude• Enthusiasm• Commercial thinking• Common sense

HOW TO SUCCEEDUSING SOCIAL MEDIAOR AVOID FAILURE…

TIPS & TRICKS• Find your “enthusiast”• Set your goals• Allocate resources – Facebook is not free• Find your tone-of-voice & live up to it• Be among the 1% – 90% reads / 9% likes, comments & shares / 1% create the content• Be honest• Set clear guidelines for your employees• Analyze & follow up

HOW DO WE MEASURESOCIAL MEDIATHE ELUSIVE ROI…

Social media is like teen sex.Everyone wants to do it.No one actually knows how.When finally done, there issurprise its not better. - Avinash Kaushik Digital Marketing Evangelist, Google

RETURN ON WHAT?• What are your goals?• Non-monetary goals are also valid goals• Find the KPIs that cover these goals – Direct sales, sales leads, sign-ups… – Interactions, reach, likes…. – Brand preference, image, loyality, customer satisfaction….

SAS FACEBOOK SURVEY 2011 Are you more or less satisfied with SAS after following SAS on Facebook Much less satisfiedSomewhat less satisfied Much more satisfied Same as before 64% MORE satisfied Somewhat more satisfied 77% are EuroBonus members

DIRECT RETURN ON SOME• Direct Online Sales – Based on WebTrends tracking• Earned Traffic Replacement Cost – Web traffic from SoMe-sites x Branded Search Cost• Social Media response Replacement Cost – Customer Questions Responded x Cost of Calls

TOOLS OF THE TRADE• Free tools – Google Alerts, Facebook Insights, Twitter Search• Low-cost tools – SocialBakers from USD50/month – SproutSocial from USD39/month• Larger systems – Meltwater Buzz, Vocus, Radian6

NOW WHAT?TAKING IT TO THE NEXT LEVEL…

SOCIAL RELATIONS• First, you need to Listen• Then Engage your customers in social conversations• Now we Involve our 200.000 friends in social media• 200.000 fans can’t be wrong• Let’s use our customers to make an even better SAS (and invite them in)

THE LEIA FRAMEWORK Involve Engage Listen

CROWDSOURCING• Involve your customers in your product development• Show them new products early• Ask their advice• The customers will feel ownership to Labs your (or ”their”) product MYSAS IDEA• Interesting and powersfil markeing channel for new products• Sharing

“It had long since come to my attention that people of accomplishment rarely sat back and let things happen to them.They went out and happened to things.”– Leonardo da Vinci 45

SOMMERFLYET2012• Where shall we fly this summer?• Suggest a destination!• 800 suggestions in one week• More than 180 destinations suggested• Top 10 destinations went to a vote on Facbook• Alanya (GZP) , Turkey was the winner• Flights start 03JUL 2012• Will be operated twice a week year-round

DESIGN OUR CUPS• How to market that SAS re- introduces free koffe & tea• 750 designs in one week• Top 10 went to a vote on flysas.com/design• More than 8000 votes• The winner got EuroBonus- points and her design on 3 million cups!

EVERYDAY INVOLVEMENT• Produce interesting content in social media – Creates discussion, likes, sharing …• Make all online content sharable – Use shaing buttons on your site (AddThis.com)• Talk to your customers where they chose to talk to you – Monitor main social media and respond• Reply to all inquiries – positive as well as negative!

ASK ME ANYTHING• chk@sas.se / christian@kamhaug.no• twitter.com/ckamhaug• facebook.com/ckamhaug• no.linkedin.com/in/ckamhaug• Statigr.am/ckamhaug• blogg.scanair.no• slideshare.net/ckamhaug

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Customer Involvement Through Social Media - Lessons learned from SAS (HSMAI Oslo 24.05.2012)

by Christian Kamhaug

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