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How Dublin Airport Tweets its way to success
 

How Dublin Airport Tweets its way to success

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Dublin International Airport is one of the top few airports on Twitter in the world. In this presentation, Paul O'Kane, the Head of Communications for DAA, shares how the airport has used social media ...

Dublin International Airport is one of the top few airports on Twitter in the world. In this presentation, Paul O'Kane, the Head of Communications for DAA, shares how the airport has used social media to build ambassadors, deal better with crises and power its PR machine. The presentation was originally shared at ACI Europe's Digital Workshop, held in Brussels in Feb 2013.

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    How Dublin Airport Tweets its way to success How Dublin Airport Tweets its way to success Presentation Transcript

    • Tweeting Your Way To Success
    • DAA’s Twitter Accounts@DublinAirport  28,700 followers@Cork_Airport 3,200 followers@TheLoopShopping 700 followers@ARIRetail 84 followers (not active)
    • Every Journey Begins ...
    • The Fat ControllerTweet ● a tweet is a message on Twitter, max 140 charactersFollow ● You opt in to have access to someone’s tweetsMention ● You mention an account by preceeding it with an @ - @DublinAirport, @LadyGaga, @wallacemickRetweet ● Sharing somebody else’s tweetHastag ● A hastag # categorises a tweetTrending ● What’s being talked about on Twitter 4
    • Just One Problem
    • Dublin Airport On Twitter 6
    • Baby Steps
    • Finding Our Feet
    • Lightbulb Moment 1 – Feb 26 2011
    • Peer Misconceptions
    • The Benefits of Initial Disinterest Communications owned it We had freedom to fail Journalistic sensibilities  Tone is vital Little outside interference But what to do?
    • What We Opted For On TwitterEngagementPassenger informationNewsCrisis CommunicationsCommercial promotionsDriving traffic to DUB siteThought leadershipCustomer Service
    • Don’t Miss The Point
    • Rule 1 - It’s All About The Story
    • Rule 2 - It Always Has Been
    • Rule 3 – No Snake Oil
    • Rule 4 – In House + No Interns
    • Stories for Boys – And Girls
    • Lightbulb Moment 2
    • Better Than A Press Release
    • Route To New & Old Media Twitter is replacing traditionalnews gathering Twitter often well ahead of newscycleNew news websites withinteractive content focussed onmobile devices & social media We’re in the content business
    • Good For Managing Message In A Crisis
    • Sometimes You Have To Compromise
    • The Perfect Twitter Story Lost Euro 2012 ticketsOliver Coughlan trendingworldwide Story went viral Positive PR for DublinAirport/DAA We reunited tickets & ownerwithin a couple of hours
    • Poland CanadaRomania Indonesia
    • Our First Major Social Media Campaign 27
    • Achieved Its Core Targets
    • How Are We Doing& How We Measure It?
    • A Strong Player on Twitter Selected Airports’ Twitter Followers Heathrow 132,172 Gatwick 54,731Manchester 52,121 Dublin 28,674Warsaw CH 27,591 LAX 20,982 Boston 15,961 CDG/Orly 12,586 Schiphol 9,523 Frankfurt 6,742 0 20,000 40,000 60,000 80,000 100,000 120,000 140,000 30
    • Four Social Media Award Nominations 31
    • Award-Winning Twitter Feed The Judges’ View“Feed has a strong sense ofplace, with its own distinct voice... in a league of its own”
    • Management & Analytics
    • Rule 5 – Careful With Scheduling
    • We Know WhichTweets Engage
    • And Much More Besides
    • BOGOF – It Works on FBToo
    • FacebookActive for 6 months  Long battle to get FB place name & user name back 18K Likes32% engagement 0% engagement 6 months ago560K check-ins
    • Look Who’s Talking Selected Airports’ Facebook Engagement (%) Heathrow 9 Changi 10Manchester 11 Frankfurt 11 Gatwick 13 LAX 14 Boston 22Warsaw CH 27 Dublin 32 0 5 10 15 20 25 30 35
    • On Other Platforms TooGoogle +Linked InPinterest Instagram SoundCloudFlickrVimeo
    • Rule 6: Nobody Knows Anything
    • Thank You & Questions