When Qantas Airways grounded its fleet in a dispute with unions it ultimately effected 110,000 travelers world-wide. The event caused a social media storm, and we track some of that in this analysis. The question is now, will Qantas step up to the plate and transform itself from a social brand into a social business in order to help it's recovery?

1. Qantas
Aircraft Grounding Analysis
How Qantas was
described
iGo2 Group Pty Ltd – Providing you smart integrated responsible social business solutions

2. Contents
 Twitter Analysis
 Sentiment
 Brand Defectors
 Overall Digital Media Activities
 Brand Conversations
 Tourism Sentiment
 Compensation Sentiment
 People
 CEO Alan Joyce
 PR Virginia Wirth
 Conclusion and Actions
 Overview of iGo2 Group
iGo2 Group Pty Ltd – Providing you smart integrated responsible social business solutions

3. Twitter Reach was Enormous
278 Million – 22.10 to 2.11.2011
Twitter reach for Qantas or #qantas

4. Twitter Sentiment
Actual Tweets
Twitter Sentiment Statistics (sample of 3000): Positive: 4% (115 results);
None+Neutral: 85% (2565 results); Negative: 11% (320 results)

5. Tracking brand defectors
A molehill can become a mountain
Retweeted by @brenton_crook
Numerically both @brenton_crook and @jamesmachorton are reported
to have a small number of followers and “Authority” ranked in the low range.
However, digging deeper finds that Brenton Crook has followers with High Authority...

6. Brenton Crook has followers
with high Authority and reach
The ex-Prime Minister follows him, and he is gregarious.
Worthy of some brand recovery action?

7. Started from a small base
Who is James Maclean-Horton?
James Maclean-Horton, the original Tweeter, has a low
Authority score and a small number of followers.
Only 103 followers, and ZERO High Authority amongst those 
But the amplification of his tweet could lead to serious brand defections.
Analysis needs to run deep.

8. Overall Digital Media Activity
The Qantas grounding of
aircraft caused a massive spike
In Twitter and News traffic.
And attracted more attention from
men than women.
And had a reasonable high 15%
negative sentiment (measured in
those items which mentioned
Both “qantas” and “unions”).

9. Discussion dynamics – more male
The conversations centred on the Qantas CEO
Alan Joyce grounding the fleet, and older males
having a high share of the conversation.

10. Brand conversations negative
Where the terms “qantas” and
“brand” appeared in a conversation
then the Sentiment was strongly
negative.
Among those people discussing brand
36% had an explicit negative feeling.

11. Tourism sentiment negative
Understandably, where tourism
was discussed negative sentiment
was also high – higher than the
negative brand sentiment.

12. Compensation
How did people feel?
Of people that spoke about “qantas”
and mentioned forms of compensation,
distress, or customer service, those
mentioning compensation were
most negative.

13. People
Alan Joyce CEO
High
Authority
sources
Overall, sentiment about
the CEO was not too bad.
Although only 3.8% made
a positive comment, versus
19,6% making a negative one.

14. People
Virginia Wirth PR
The Qantas PR spokeswoman,
Virginia Wirth, was at the forefront
of the build-up to the grounding.
Her BuzzGraph* illustrates the key topics
in conversations which also mentioned
her.
All the key players are there.
*817 mentions over all sources, including 431
In News sources.

15. Conclusion
The recommendations for Qantas are:
1. To make a decision on whether they want to be a social
brand, or to become a social business (see next slide);
2. Based on response to #1, invest in people, process and
technology to support their strategy;
3. Tactically continue to:
– Track key customer defections;
– Understand who they are, as key individuals in social media;
– Map over time:
• Brand sentiment
• Compensation sentiment
Becoming a social business will assist in recovering brand
value and customer loyalty.

16. Social Strategy :
Creating Customer Value
From Social Brand To Social Business
 A social brand focuses on external  A social business focuses on internal
communications communications.
 A social brand is all about  A social business is all about
engagement with the social engagement with employees.
customer.  A social business should be owned by
 A social brand is owned by the entire organization
marketing
 A social business is measured by
 A social brand is measured by organizational change.
clicks, impressions, reach, Likes,
comments, RTs, etc.  Most investments in social business
initiatives revolve around internal
 With a social brand, budgets are
communities, social technologies, and
usually allocated toward agencies,
training.
community management, Facebook
applications, blog development, etc.
Thanks to Michael Brito

17. The Power of Social Media
 Social Media is disruptive
 Social Media is dynamic
 Social Media changes everything for a business
– Sales, Marketing, Service
– Human Resources
– Product Management
– Channels
– Processes
– Organisational Models

18. Who is iGo2 Group?
iGo2 is a Social Business product and services company. iGo2 helps organisations like yours leverage
the power of Social Media and Networks through relevant, focused and business oriented solutions.
We assist to connect you with your markets and customers; convert your social data to business
intelligence and manage your Social Media presence for maximum impact.
Whether your business is already active in Social Media – but needs to do it better – or whether you
are just starting out, iGo2 can provide everything from consultancy to a complete tailored solution.
 A holistic approach to Corporate Social Business
 All members are Certified Strategists in Social Media
 Utilise proven methodologies for :
– Social Media Assessments
– Social Media Strategy Development
– Social Media Programs and ROI
– Social Business Intelligence and monitoring
– Creating Social Communities

19. iGo2 Focus Areas
Strategy : formulating policy and strategy through
researching your brand, customers, partners and competitors
Tactics: building your social presence and integrating to
your business processes; training and empowering employees
and partners.
Intelligence: monitoring, collecting, and analyzing
social data to make informed and agile business and policy
decisions.
Communities: building ‘owned’ social platforms
for listening, support, building, collaborating, content

20. 8 Point Framework for Social Business
Assess
Monitor Strategise
Social
Engage Business Create
Framework
Share Protect
Participate

21. Social Business Intelligence
Services
• All social data streams
• Drilldown analysis
• Sentiment analysis
• Comparative Analysis
• Drilldown to influencers
• Drilldown to sources
• Slice and dice
• Periodic reporting –
weekly, bi weekly,
monthly, real time
iGo2 Group Pty Ltd – Providing you smart integrated responsible social business solutions

22. Potential Value of Social Intelligence
 Crisis Management
 Reputation Management
 Project Monitoring
 Improve customer service
 Competitor intelligence
 Partner intelligence
 Improve product and service development
 Improve target marketing
 Grow revenue
 Deflect costs
 Improve Customer Loyalty
 Policy or initiative review

23. The Social Ecosystem
Wikis
Participating
Listening, establishing reputation
(I’m one of you)
Managed
Listening, supporting, building
reputation, marketing
External
Communities
Owned Closed Network
Listening, supporting,
building relationships,
collaborating
Example: customer communities Internal
Example: channels, members
Communities
Example: Intranets, communities of practice

24. Many Social Tools Available Today
Author(s) write articles Variety of people edit the content of
Users comment to author a single piece of content
Engagement focus: On the author Engagement focus: On the content
Individually,
these tools do
not equal
community
Variety of people publish comments Individuals publish files, picture, or
on specific topics or questions video for users to comment on
Engagement focus: On the topic Engagement focus: On the media

25. Communities Enable Relationships
Owned Communities
Regular interaction
among members who
are united by a
common interest
allows for
relationships to be
formed
Member to Member
Collaboration

26. Different Objectives
Social Networks Online Communities
Relationships Business Objective
Primary Purpose
Primary Enabler
Common Activity Relationships

27. Community Use Cases
(80% of clients)
Internal Communities External Communities
Corporate Customer-Driven
Communication Support
Employee Networking &
Interactive Marketing
Collaboration
Innovation Association Marketing

28. The Leader in Social Community Software
Why social communities?
Enhance customer support
Empower employee collaboration
Engage customers
Gain valuable insight
How? World-class social suite
Online customer communities
Enterprise employee communities
Social analytics
Why Telligent?
Serving the industry since 2004
Offices in Dallas, London, Paris
and Seattle
More than 3,000 customers

29. Tactics – Presence Development

30. Some of Our Customers

31. Our Partners

32. The Founders of iGo2 Group
 All Certified Strategists in Social Media
 All have more than 20 years business
experience in IT and industry
iGo2 Group Pty Ltd – Providing you smart integrated responsible social business solutions