“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
What is social media?• Social Media is the use of technology – on online or mobile platforms – that allows end users to engage in multi- directional conversations in or around the content on the website
Nye medievaner• I Norge bruker vi media 90 min mer pr dag• 30% av den tiden brukes på sosiale medier• ALT er knyttet til sosiale medier
The BIG kahuna• Mer enn 800 millioner brukere globalt• Hver 12. person på kloden!• Verdens tredje største“land”• Mer enn 9 millioner aktive brukere i Skandinavia – Norway: 2,5 million monthy users – Norway: 1,5 million daily users• Mer enn 200 millioner bruker Facebook på mobil
SAS Social Media objectivesAll communication within the social media arena shall support SAS business strategy & brand promise. 1. Decrease negative mentions in online conversations. 2. Make excellent branded content that tells our story and make it visible and sharable. 3. Establish SAS as an active and trustworthy company in online conversations. 4. Increase the traffic to our commercial web sites with the objective to convert traffic to customers. 5. ….and provide excellent customer service
Vulcano Ash Cloud: Crisis Situation• 16 april – all flights in Northern Europé cancelled• Disruption response organsiation, ”DRO” established• Chairman: Chief Commercial Officer & represantatives from all parts of SAS e.g. Operations, Customer Relations & Communication.• DRO meetings several times a day regarding the traffical and commercial situation.• Daily reports & prognoses from Eurocontrol, Metoffice & other authorities.• Flight information & status regarding the ash cloud changes by the hour.
The team• Establoished ad-hoc in onw day• 15-20 colleagues from fra – Communications – eCommerce – Marketing – EuroBonus – Human Resources – Customer Relations• Focus: Help our customers• Channels: – FB, Twitter, flysas.com, SMS
Ashcloud• More than 17.000 new fans in one week• More than 5.000 questions posted• 99% answered within 5 minutes• SAS message displayed more than 1 million times• Used off-line channels as well as online to contact pax• 20 editors online 05:00 – 02:00 every day!
“SAS – you rock!”• Miriam was returning to the USA – Flight operated from Oslo – bus from Stockholm. – Miriam wrote on FB that she wouldn’t reach the bus on time – SAS FB team called the bus and held it back for her – On FB she wrote: “SAS – you rock”• Two pregnant women stuck in Spain were contacted via FB by SAS sales in Spain and were put on the fist flight home
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 knowledgebase• A big network within the company• Can-do attitude• Enthusiasm• Commercial thinking• Common sense
Success?• Enormous increase in number of fans – Nice, steady growth with limited “unlikes”• Positive media attention – primarily in Scandinavia• SAS went from an index 40 to 90 measured for “caring” in online conversations• Internal enthusiasm in an extreme situation• A new understanding among top-management for social media• A framework for how to deal with future crisis – Swedish pilot-strike – Norwegian security controllers strike – Snow chaos in London
Social Media as a hub Corporate Communications HR Operations Cust omer Contact Customer Social Marketing Relations Media Online Product Sales Development EuroBonus
Facebook monitoring today Internet Support Day-to-day replies Corporate Communications Status updates & news Expert Team Functional experts
SAS on Facebook• Mer enn 112.000 “fans”• Hva snakker folk om? – EuroBonus – Bagasje – Gode opplevelser med SAS – Priser – Nye destinasjoner
What we give back!• Customer service every day 08:00 – 22:00!• News & offers• Job openings• Travel tips• New Scanorama every 1st of the month• Flashback Friday every Friday• Live video streaming and photos from events
Recurring themesScanorama every 1st of every month Flashback Friday – every Friday
SAS Facebook stats - 110 556 “fans” 1. Norway 2. Sweden 70% 4 3. Denmark 3 4. UK 2 1 – Ashcloud I 2 – Snow problems London 5. USA 3 – Ashcloud II 1 4 – SAS Tattoo 6. Poland 7. Japan 8. Germany 9. Finland 10. Spain 11. Italy 12. Greece 13. Thailand 14. France 15. Indonesia 16. Turkey 17. Mexico 18. IrelandSource: Facebook Insights / 06JUN11 63% 19. India
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
100.000 fans!• Saturday 27AUG 19:19• 9 days later at Lucky 7 Tattoo in Oslo• Got attention in print media & radio in Norway, Sweden & Denmark as well as in social media
The results• Launched 01SEP• Over 2 million via Twitter within 65 min• The Love-link was spread by at least 1000 people on Facebook, estimate reach of 200,000 users• Over 100,000 visitors via Facebook• Incorporated into SAS’ own Facebook page, 95% positive/neutral comments• Over 500,000 unique visitors to the SAS Love-site• Over 350,000 votes• Over 300 couples from all over the world• Turned into a blog once compeition closed Anders Lindström/STODP-M
And the winner is… • Over 150 million worldwide heard or read of the campaign via social media, TV, online media, radio, print media, bloggers, etc. • Overwhelming amount of media coverage, 99.9% positive • Coverage includes: BBC, Time, ABC, CNN, AFP, The Sun, The Independent, Politiken, Sunrise, Yahoo!, etc. • $1 million in media coverage in US alone • Significantly raised the awareness of SAS positively in international areas; increase in bookings • No or minimum marketing spend • PR value to date: approx. 50 million SEK! (€5.6M) • Return on investment over x1000 Anders Lindström/STODP-M
SAS future in Social Realtions• First we listended Listen• Then we engaged the community• Now we plan to involve Engage our 110.000 fans• 110.00 fans can’t be Involve wrong, right?• Use the community to get feedback and ideas to improve the SAS product
“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 58
SOMMERFLYET2012• Hvor skal vi fly i sommer?• Foreslå en destinasjon!!• 800 forslag på én uke• Mer enn 160 destinasjoner• Avstemningen starter i dag• Ruten flys i juni-juli 2012• Vinneren får være med på åpningsturen
Contact me – any time!• email@example.com• +47 95 71 55 77• twitter.com/ckamhaug• facebook.com/ckamhaug• no.linkedin.com/in/ckamhaug• gowalla.com/Ckamhaug• blogg.scanair.no LAST NED 0,- bit.ly/SAS_BI_20OCT
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