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The Social Media Impact of American Airlines - US Airways Merger

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A Statistical Analysis of the Social Media Impact of American Airlines - US Airways Merger by Unmetric, a social media benchmarking firm and a partner of SimpliFlying …

A Statistical Analysis of the Social Media Impact of American Airlines - US Airways Merger by Unmetric, a social media benchmarking firm and a partner of SimpliFlying
If you work in an airline or airport organisation and wish to download the slides, please email contact@simpliflying.com


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  • 1. Time Period: Jan-Feb 2013
  • 2. THE SOCIAL MEDIA BENCHMARKING COMPANY FOR BRANDSWe monitor and analyze the daily activity on the social mediaoutposts of over 11,000 brands in 33 sectors across Facebook, Twitter, YouTube and Pinterest.Our clients use Unmetric to analyze competitors, benchmark their performance, and compete intelligently  
  • 3. ANALYSIS OF   BRANDS ON FACEBOOK Facebook  Fans, Conversations, Engagement, Campaigns, etc...
  • 4. Fan Base American Airlines has huge fan base on Facebook compared to US Airways. However, US Airways grew much faster700,000 579,367600,000500,000400,000300,000 16.00% 14.30%200,000 14.00%100,000 58,409 12.00% 0 10.00% American Airlines US Airways 7.60% 8.00% 6.00% 4.00% 2.00% 0.00% American Airlines US Airways
  • 5. Engagement American Airlines’ Facebook updates have been twice as engaging as the ones by US Airways US Airways 50American Airlines 102 0 20 40 60 80 100 120
  • 6. Update around the mergerThe update by American Airlines was their most engaging post about the merger with an engagement score of 310. The update by US Airways about the merger between US Airways and American Airlines was their most engaging post during the time period analyzed with an engagement score of 306.
  • 7. Average Engagement The posts that talked about the merger had better120 engagement for both American Airlines and US Airways 107100 93 9080 59604020 0 American Airlines US Airways Merger Related Posts Average Engagement Feb13 Average Engagement
  • 8. Customer Service on Facebook1400 12721200 Average Response Time1000 800 600 400 1 hr 29 mins 200 95 0 American Airlines US Airways American Airlines has come out as a better 13 hr 40 mins customer service oriented airline than the US Airways by replying to a huge 1,272 fan queries.
  • 9. How Sentiment Changed Before & After The Announcement American Airlines60.00% increased their positive sentiment after the merger, but US Airways50.00% reduce by a lot 21.10% 19% 22%40.00% 22.60%30.00%20.00% 34.20% 31.70% 30.50% 23.90%10.00% 0.00% Before After Before After American Airlines Positive Negative US Airways
  • 10. ANALYSIS OF BRANDS ON TWITTER Twitter  Followers, Customer Service Metrics, Campaigns, etc...
  • 11. Follower Base American Airlines has twice the number of followers on Twitter than US Airways and their growth rate is higher too600,000 513,466500,000400,000300,000 262,326200,000100,000 0 American Airlines US Airways 6.70% 6.60% 6.60% 6.50% 6.40% 6.30% 6.20% 6.10% 6.10% 6.00% 5.90% 5.80% American Airlines US Airways
  • 12. Customer Service50,000 44,31540,000 Average Response Time30,00020,00010,000 1,528 - 15 mins American Airlines US Airways A mind blowing 44,315 replies to customers on Twitter by American Airlines reveals that it is better organized to reply to customer queries on social media than US Airways 1 hr 12 mins
  • 13. ANALYSIS OF BRANDS ON YOUTUBE YouTube  Views, Shares, Uploads, Top Video, etc...  
  • 14. Video Views American Airlines has more number of views and a higher view growth rate than US Airways3,000,000 2,808,5552,500,0002,000,0001,500,0001,000,000 35.00% 500,000 226,755 28.70% 30.00% 0 25.00% American Airlines US Airways 20.00% 16.10% 15.00% 10.00% 5.00% 0.00% American Airlines US Airways
  • 15. Subscriber Base American Airlines has 10 times more number of subscribers to its YouTube channel than US Airways and their subscriber base is growing faster too.12,000 11,36410,000 8,000 6,000 60.00% 55.40% 4,000 2,000 1,074 50.00% 0 40.00% American Airlines US Airways 30.00% 22.30% 20.00% 10.00% 0.00% American Airlines US Airways
  • 16. Videos around the mergerAmerican Airlines and USAirways stronger together as the New American A New American is Arriving - Commercial XXX Behind the Scenes – Announcement Day
  • 17. Number of Views around the merger Both the airlines posted 3 videos about the merger on their YouTube page and the American Airlines’ videos were the most watched US Airways 11,502American Airlines 72,124 0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 80,000
  • 18. Final  Verdict   When  it  comes  to  social  media  presence,  American  Airlines  has  been  outperforming  US   Airways  on  virtually  every  possible  metric  
  • 19. THANK YOU Please contact us at info@unmetric.com for more information About Unmetric :‪Unmetric is a social media benchmarking company headquartered in New York with clients and operations across the globe. We work with Fortune 500 companies to help them establish benchmarks for their social media teams and social media campaigns. The data provided by the Unmetric platform can be instrumental in facilitating understanding and driving down costs by creating more efficient social media teams.‬