SimpliFlying Awards Finalists presentation

Supported by AWARDS IN SOCIAL MEDIA EXCELLENCE 1 October, 2010 :: London

NOMINATIONS 104 in 10 days Supported by AWARD IN SOCIAL MEDIA EXCELLENCE

VOTES 12,124 in 7 days Supported by AWARD IN SOCIAL MEDIA EXCELLENCE

finalists 9 Supported by AWARD IN SOCIAL MEDIA EXCELLENCE

Best social media marketing campaign Supported by AWARD IN SOCIAL MEDIA EXCELLENCE

Best Social Media Campaign Lunch Hour – MHcoupon ‘NasiGoreng’

Food - Lunch - Facebook NASI GORENG / FRIED RICE

Social Media Strategy Fans conversation about food served onboard IDEA Booking engine new coupon code features PRODUCT Sustain weekday traffic CHALLENGE Peak time on Facebook newsfeed wall ENGAGEMENT

Deals & Offers Channel Teaser posted to entice fans at 9am b4 work starts Appe-teaser All promo fares published at 12.30pm & available for booking Lunch Box

Lunch Box

Social Media Objectives Complaint & Compliment Drive Revenue & Traffic Introduce New Product Customer Engagement MAS should improve food served on board Mon Tue Wed Thu Fri Sun Sat Normal Sales Volume Lunch Hour

Best use of social media to drive revenue 72 Hours Merdeka Sale

National Day celebration via Social Media HARI MERDEKA / NATIONAL DAY

Social Media Drive Malaysian price sensitive social media fans AUDIENCE MH Deals on FB & Twitter CHANNEL Increase low penetration during long holiday weekend CHALLENGE Drive revenue on lean domestic flights REVENUE

Deals & Offers Channel Transparent interaction to gain Interest in price sensitive market Dedicated channel for Deals & offers

Deals & Offers Channel

Social Media drive revenue for last minute travel Normal Weekend Internet Booking Merdeka Weekend Booking Profile Last Minute Travel Future Travel Merdeka Weekend Promo 2X Normal Weekend Booking

Thank You

‘ What’s Your India’ Social Media Campaign Period: March – July 2010

Objective of Campaign
Show them India. To give non-Indian travelers a good reason to consider India as their next travel destination
Help them choose. To help potential customers to discover which Indian city suits them most. Get a friend to go..

Idea : 2 Prong Approach
Let the consumers Introduce India (Blog.airasia.com)
A blog series to document India in the eyes of a non-Indian traveler.
Blogger will highlight the uniqueness of each cities through the writing and photographs.
What’s your India App on Facebook
To recommend the various Indian destination that suits our fans the most.

Profile of Bloggers

Something for the Consumer
Blog entry will be roll out on a weekly basis.
Souvenirs from India will be given to participants who answered the question correctly based on the blog entries.

http://www.facebook.com/AirAsia?v=photos#!/album.php?aid=198490&id=18801397386

Profile of Bloggers Jonathan McGeorge Loves break-dancing , Aikido, music, travelling , discovering Asia Originally from the sticks in the UK, set foot in SEA 10 years ago and thought he preferred the sticks out here. Talented writer, photographer, & social media whizz.

Blog entry on India
Dilly Delhi (8036 views)
http://blog.airasia.com/index.php/dilly-delhi
What's Your India - What makes a true
Mumbaikar (7977 views)
http://blog.airasia.com/index.php/what-s-your
india-what-makes-a-true-mumb

What's Your India - Chennai senses
(5349 views)
http://blog.airasia.com/index.php/what-s-your-
india-wake-your-city-senses
What's Your India: Hyderabad spice
(6268 views)
india
Blog entry on India

What's Your India: From backwaters to
back offices (2237 views)
india-from-backwaters-to-bac
What's Your India: Adventures in Kochi
(6358 views)
http://blog.airasia.com/index.php/what-s-your-
india-kochi
Blog entry on India

What's Your India: Tummy Rumble in
Trivandrum (4188 views)
http://blog.airasia.com/index.php/trivandrum
Blog entry on India

Find out what’s written in the stars for you with Madam Araisia!

Creative Idea
Indians are incredibly spiritual and India is generally regarded as a mystical destination – colourful, exotic and modern at the same time. One of the things that Indian are very strict about is Indian Astrology, especially when it comes to determining dates and time such as wedding dates and even the right time to pick up your new car from the dealer.
People LOVE horoscopes and star signs. Even if they don’t believe in them, people still KNOW their star sign and its traits and occasionally read about them just for fun. For the astrology fans, when looking for love, they see what star sign their own star sign is compatible with and etc. And people also tie their personality with their star signs; you often here things like, “yes, I’m fickle but that’s normal for a Libran like myself” or “no wonder he’s hot-tempered – he’s a Leo!”.

Creative Idea
In India, there’s a famous fortune-telling method, where fortune tellers lay out a bunch of cards and use parrots that will pick out the cards. Coincidentally, using a bird is perfect to showcase AIRstrology and AirAsia, where now everyone can FLY.
Once users install the app, madam Araisia will welcome them into her colorful world that’s a mixed of rustic heritage and modern sleekness.
Once you start the test, you will see Madam Araisia, a birdcage, the parrot and cards laid out. The cards will act as your multiple choice answers. When you click on an answer, the parrot will pick it up and stack all your answers together.

1 2
Explanation:
Animation to show 9 Indian
destination in India and
call to action to book.
2. Astrology Apps to ignite the
Interest through astrology
reading.
User has to play the
game to find out ‘what is
their India’.
3. Images of the 9 cities
in India, with engaging write
ups.
3

1
Explanation:
When user hover on the
thumbnail, it will present
the cities with catchy
caption.
Upon clicking on the
thumbnail it will display a
larger view with
explanation and highlights
of the cities.

1
Explanation:
Expanded version of
the thumbnail with write ups
of the cities.

2 1
Explanation:
User will be asked several
questions with inclusion of
some Hindi, Tamil phrases
which serve as an
engagement with non Indian
users.
2. User to pick a card to
Reveal the answer.

1
Explanation:
Interesting places based
on the 9 pillars of interest i.e.
Romance, Adventure, etc..

C:Documents and SettingsTeoDesktopFuture LabAAIndiaCreativesMocks3AA-india-3a-Question.jpg

Explanation:
Result page where the
astrology is revealed, with
engaging suggestions
on cities to visit in India.
2. Call to action to book now.
3. Navigation for user to take
the Quiz again, see other
astrologies, share with their
friends and even check
friend’s astrology if they
have played the game.
1 2 3

1
Explanation:
Check our friends who
has the same astrology.
2. User can also check their
compatibility with friends
who has taken the test.
2

Explanation: 1. User can also check their compatibility with friends who has taken the test. 1

Total active users 40,132 monthly active users

Active Users (Engagement) An average of 1,588 users engage with the app each day.

Unique Canvas Page Views An average of 5.03 page views each day

Conclusion
A total of 40,132 active users using this app monthly (no carrot and no banner buys) – max base of 140k fans
Average time on site is 00:05:24 , this shows that user is spending time by going through the site. Our average rate is 00:03:00.
User Response Metrics interest level / interaction is high as 72% accept the app per request and emails that are disabled is at a low of 0.00993%

Thank You.

Best use of social media to drive revenue Supported by AWARD IN SOCIAL MEDIA EXCELLENCE

Facebook FanDay Karlis Smiltens Web Marketing Manager October 1, 2010

How it started? Start Results Special, but not enough FanDay

Special, but not enough Results FanDay Start Special, but not enought

Voting for best to win Results Start FanDay Special, but not enough

FanDay for Friends Results Start FanDay Special, but not enough

Results
Interaction
Clear feedback on price policy
Response rate from different markets/countries
Market demand in different seasons
Incremental revenue
Date Start Special, but not enough FanDay Results

Thank you!

Product Innovation

Media Innovation More Engagement Less Announcement

538,000 Seats in 24 hours

20% Promo Fares 80% Non Promo

Thank You

Period: 26 July – 31 July 2010

Teaser Strategy
Objective:
Exclusive pre-notification for fans on social media
To amplify AirAsia campaign awareness especially on Domestic and ASEAN routes
To increase AirAsia fan base on Social Media Channels

Launch Strategy
Objective:
To communicate ONE of a kind deals as no other airlines is selling RM1 fare to local and ASEAN destination.
To promote key local destination and to build up ASEAN destination and strong call to action to book.

The 'Mind Blowing Fare' buzz was created largely through AirAsia Social Media Channels in 8 countries

Total fans:418,516 Freq: 2 teaser, 1 launch 2 destination 1 reminder Total fans:112,971 Freq: 2 teaser, 1 launch 2 destination 1 reminder Total fans: 21,685 Freq: 2 teaser, 1 launch 2 destination 1 reminder Total fans: 2,580 Freq: 2 teaser, 1 launch 2 destination 1 reminder Total fans: 412 Freq: 2 teaser, 1 launch 2 destination 1 reminder Total fans: 1,679 Freq: 2 teaser, 1 launch 2 destination 1 reminder Total fans: 5,490 Freq: 2 teaser, 1 launch 2 destination 1 reminder Total fans: 8,756 Freq: 2 teaser, 1 launch 2 destination 1 reminder Total fans:103 Freq: 2 teaser, 1 launch 2 destination 1 reminder EN EN EN EN ID TH TW CN CAN Total Base: 572,192

Total fans:42,930 Freq: 2 teaser, 1 launch 2 destination 1 reminder Total fans: 13,184 Freq: 2 teaser, 1 launch 2 destination 1 reminder Total fans: 211 Freq: 2 teaser, 1 launch 2 destination 1 reminder Total fans:9,755 Freq: 2 teaser, 1 launch 2 destination 1 reminder EN ID TH CN Total Base: 66,080

Teaser day 1

Teaser day 2

Crisis Management Bargain hunters 101 (Self-help check list) To highlight common technical issues faced by fans and to provide a ‘self help’ or simple guide on solutions and tips to help fans grab their seats.

AirAsia sets yet another WORLD RECORD by selling more than 538,000 seats in 24 hours!

Thank You.

Best use of social media in a crisis situation Supported by AWARD IN SOCIAL MEDIA EXCELLENCE

ASH OVER EUROPE MODERN CRISIS MANAGEMENT @ SWISS SEPTEMBER 2010, CHRISTIAN LÜDI

ASH OVER EUROPE

ASH OVER EUROPE SUMMARY
Integration of Social Media Management into Emergency Command Center at the Airport
Shift operation by two employees (Silence at night between 23:00 and 06:00)
Feedback from Fans/Followers as well as employees and Swiss daily press was very positive
31 Updates 1’200 Comments

ASH OVER EUROPE EXAMPLES

ASH OVER EUROPE ADVANTAGES OF SOCIAL MEDIA
Popular
Easy
Quick/‘Live‘
FAQ
Community
Mobile
Word of mouth/Viral distribution

ASH OVER EUROPE LEARNINGS
- English only
- Integration of our Service Center?
- Integration of our Feedback Management?
- Integration of Social Media into the total communication
- Assure that Social Media is integrated in the total emergency process
- What else is needed to assure at least same service in a similar case?

SOCIAL MEDIA FACTORS OF SUCCESS
Patience
Relevance
Sustainability
Willingness to communicate
Constancy
Resources
Support from the Management
Involvement of the Staff
Transparency/Honesty
Added value

THANK YOU! ANY QUESTIONS?

Best use of Social Media in a Crisis Situation Icelandic ash cloud crisis

SimpliFlying Hero of the Year 2010 Supported by AWARD IN SOCIAL MEDIA EXCELLENCE Aurelie Valtat, EuroControl

Congratulations to all the winners! Supported by AWARD IN SOCIAL MEDIA EXCELLENCE

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SimpliFlying Awards Finalists presentation

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