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British Airways - Social Media [Steve Clark] FOJNP NY 2010
 

British Airways - Social Media [Steve Clark] FOJNP NY 2010

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Steve Clark, Senior Vice President, Customer Service Americas, British Airways. ...

Steve Clark, Senior Vice President, Customer Service Americas, British Airways.

Presented at the Future of Jewish Nonprofit Summit, July 27, 2010 in New York, NY. http://fojnp.com

Part of panel: "Crisis Management: Lessons Learned from the Airline Industry."

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  • Page No. Using ba.com as the hub We published messages on Twitter and directed customers back to ba.com On ba.com we have a banner to Follow us on Twitter YouTube video was embedded in ba.com and sent to journalists and media organisations We listened and communicated with people on Twitter and on Forums/blogs We spoke to our bloggers and gave them our side of the story We also used social media monitoring tool to listen to what people were talking about
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British Airways - Social Media [Steve Clark] FOJNP NY 2010 British Airways - Social Media [Steve Clark] FOJNP NY 2010 Presentation Transcript

  •  
  • Communicating in times of disruption – Cabin Crew strike Steve Clark SVP Customer Service, The Americas
  • Contents
    • Cabin crew strike dates
    • ba.com – one destination for all content
    • Social media communications
    • Customer feedback on Twitter & YouTube video list
    • Press comments
    • Questions
  • Cabin crew strike dates
    • 20-22 March and 27-30 March
    • 18-22* May, 24-28 May, 30-3 June and 5-9 June
    • * Although cabin crew did not strike on these days, our operation had already been adjusted so some flights were affected
  • ba.com - one destination for content
  • Social media communications
    • Getting our message to our customers and the public quickly was key and ba.com was the hub where all information could be found
    • By providing useful, customer focused messages, we’ve owned the story
    • We worked in the Corporate Communications department during this time
    • Twitter
      • We used our two Twitter streams, UK & North America
      • These were used daily to communicate with customers who were affected by the industrial action
    • YouTube
      • Played an important role in getting our message out to not only our customers but also for the media to use
      • 10 videos and over 205,000 views so far on YouTube and BA.com
      • Shown on BBC News, Sky News, CNN, ITN, ITV TV broadcasts. Embedded on Sky.com and Guardian.co.uk news sites as well as many online blogs and forums.
    • We communicated on other forums and sites where our customers were talking about us e.g. Tripadvisor, Fodors,
    • Lastly, we had some bloggers that regularly talked to about our plans, etc
  • Twitter 12 Mar Willie Walsh comments on the cabin crew strike 22,207 19 Mar Willie Walsh talks about the latest contingency plans 23,562 20 Mar Operational update on first day of strike (Willie Walsh) 12,293 21 Mar Operational update on second day of the strike (Willie Walsh) 24,424 27 Mar A customer message from Willie Walsh 5,761 28 Mar Willie Walsh meets customers at Terminal 5 8,715 29 Mar A message from Gatwick airport (Willie Walsh) 14,825 20 May Response to Court of Appeal decision on the BA cabin crew strike (Willie Walsh) 37,533 25 May A customer update (Andrew Lord, Operations Director and Abigail Comber, Head of Brand & Insights) 29,318 3 Jun Operational update (various BA employees) 26,503 YouTube
    • “ BA's social-media response to industrial action offers a model for other brands. “
    • “ The survey of 1000 consumers, carried out with market research company Toluna, found that the majority of those who had seen BA's campaign have either retained or improved their perception of the brand. Nearly 19% had an enhanced view of the airline, while the sentiments of 64% were unchanged. Only 17% said they had a diminished opinion of it.”
    • Marketing Magazine
    • “ The airline has gone all out to win the PR battle, and has used every media device at its disposal. BA has updated the public on flight changes, cancellations, reinstatements and other developments through its website, its Twitter pages, and through social media sites such as Facebook.”
    • Financial times
    • Questions?
  •