SimpliFlying Awards Finalists presentation

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After 12,000 votes in just over a week were received, these are the presentations of the finalists for the SimpliFlying Awards in Social Media Excellence for airlines.

These presentations were made at the inaugural SimpliFlying-Airline Business ‘Social media for the aviation industry‘ conference held in London on Oct 1, 2010.

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  • When we launch india.. We went into a couple of destination. We have little experience about India and the consumer.. (we were growing so fast we did’nt have time to do consumer research) We rely on social media to lead the way.
  • London flight is so full.. She could’nt get a seat. ATL media spend tied (as a people’s airline) 8 yrs journey – we built a huge base of young base customers, started to building wide segment of customer (the youth segment which lives on social media.. We need to shift our communication to where they spend time Social media becomes v important We need to own the media Building close connection with customer Typical campaign we had to spend RM2.5 for 3-4days 2 yrs ago we adopted the social media approach RM 1m spend reduction China – India – (we rely on ATL to build our brand where concurrently we build our social media assets.) Local content – build targeted base. Content. AS cost is always a challenge We have to take a leap in taking a chance on going really bold According to Navitare, 589k first day sales
  • 1. What can you do with RM1.
  • Messaging: Exclusive message – join us now to get pre-notification on promotions Gather your friends and travel together
  • 1
  • SimpliFlying Awards Finalists presentation

    1. Supported by AWARDS IN SOCIAL MEDIA EXCELLENCE 1 October, 2010 :: London
    2. NOMINATIONS 104 in 10 days Supported by AWARD IN SOCIAL MEDIA EXCELLENCE
    3. VOTES 12,124 in 7 days Supported by AWARD IN SOCIAL MEDIA EXCELLENCE
    4. finalists 9 Supported by AWARD IN SOCIAL MEDIA EXCELLENCE
    5. finalists 9 Supported by AWARD IN SOCIAL MEDIA EXCELLENCE
    6. finalists 9 Supported by AWARD IN SOCIAL MEDIA EXCELLENCE
    7. Best social media marketing campaign Supported by AWARD IN SOCIAL MEDIA EXCELLENCE
    8. Best Social Media Campaign Lunch Hour – MHcoupon ‘NasiGoreng’
    9. Food - Lunch - Facebook NASI GORENG / FRIED RICE
    10. 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
    11. 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
    12. Lunch Box
    13. 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
    14. Best use of social media to drive revenue 72 Hours Merdeka Sale
    15. National Day celebration via Social Media HARI MERDEKA / NATIONAL DAY
    16. 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
    17. Deals & Offers Channel Transparent interaction to gain Interest in price sensitive market Dedicated channel for Deals & offers
    18. Deals & Offers Channel
    19.  
    20. 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
    21. Thank You
    22.  
    23. ‘ What’s Your India’ Social Media Campaign Period: March – July 2010
    24. Objective of Campaign <ul><li>Show them India. To give non-Indian travelers a good reason to consider India as their next travel destination </li></ul><ul><li>Help them choose. To help potential customers to discover which Indian city suits them most. Get a friend to go.. </li></ul>
    25. Idea : 2 Prong Approach <ul><li>Let the consumers Introduce India (Blog.airasia.com) </li></ul><ul><li>A blog series to document India in the eyes of a non-Indian traveler. </li></ul><ul><li>Blogger will highlight the uniqueness of each cities through the writing and photographs. </li></ul><ul><li>What’s your India App on Facebook </li></ul><ul><li>To recommend the various Indian destination that suits our fans the most. </li></ul>
    26. Profile of Bloggers
    27. Something for the Consumer <ul><li>Blog entry will be roll out on a weekly basis. </li></ul><ul><li>Souvenirs from India will be given to participants who answered the question correctly based on the blog entries. </li></ul>
    28. http://www.facebook.com/AirAsia?v=photos#!/album.php?aid=198490&id=18801397386
    29. http://www.facebook.com/AirAsia?v=photos#!/album.php?aid=219586&id=18801397386
    30. http://www.facebook.com/AirAsia?v=photos#!/album.php?aid=205599&id=18801397386
    31. 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.
    32. Blog entry on India <ul><li>Dilly Delhi (8036 views) </li></ul><ul><li>http://blog.airasia.com/index.php/dilly-delhi </li></ul><ul><li>What's Your India - What makes a true </li></ul><ul><li>Mumbaikar (7977 views) </li></ul><ul><li>http://blog.airasia.com/index.php/what-s-your </li></ul><ul><li>india-what-makes-a-true-mumb </li></ul>
    33. <ul><li>What's Your India - Chennai senses </li></ul><ul><li>(5349 views) </li></ul><ul><li>http://blog.airasia.com/index.php/what-s-your- </li></ul><ul><li>india-wake-your-city-senses </li></ul><ul><li>What's Your India: Hyderabad spice </li></ul><ul><li>(6268 views) </li></ul><ul><li>http://blog.airasia.com/index.php/what-s-your </li></ul><ul><li>india </li></ul>Blog entry on India
    34. <ul><li>What's Your India: From backwaters to </li></ul><ul><li>back offices (2237 views) </li></ul><ul><li>http://blog.airasia.com/index.php/what-s-your </li></ul><ul><li>india-from-backwaters-to-bac </li></ul><ul><li>What's Your India: Adventures in Kochi </li></ul><ul><li>(6358 views) </li></ul><ul><li>http://blog.airasia.com/index.php/what-s-your- </li></ul><ul><li>india-kochi </li></ul>Blog entry on India
    35. <ul><li>What's Your India: Tummy Rumble in </li></ul><ul><li>Trivandrum (4188 views) </li></ul><ul><li>http://blog.airasia.com/index.php/trivandrum </li></ul>Blog entry on India
    36. Find out what’s written in the stars for you with Madam Araisia!
    37. Creative Idea <ul><li>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. </li></ul><ul><li>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!”. </li></ul>
    38. Creative Idea <ul><li>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. </li></ul><ul><li>Once users install the app, madam Araisia will welcome them into her colorful world that’s a mixed of rustic heritage and modern sleekness. </li></ul><ul><li>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. </li></ul>
    39. 1 2 <ul><li>Explanation: </li></ul><ul><li>Animation to show 9 Indian </li></ul><ul><li>destination in India and </li></ul><ul><li>call to action to book. </li></ul><ul><li>2. Astrology Apps to ignite the </li></ul><ul><li>Interest through astrology </li></ul><ul><li>reading. </li></ul><ul><li>User has to play the </li></ul><ul><li>game to find out ‘what is </li></ul><ul><li>their India’. </li></ul><ul><li>3. Images of the 9 cities </li></ul><ul><li>in India, with engaging write </li></ul><ul><li>ups. </li></ul>3
    40. 1 <ul><li>Explanation: </li></ul><ul><li>When user hover on the </li></ul><ul><li>thumbnail, it will present </li></ul><ul><li>the cities with catchy </li></ul><ul><li>caption. </li></ul><ul><li>Upon clicking on the </li></ul><ul><li>thumbnail it will display a </li></ul><ul><li>larger view with </li></ul><ul><li>explanation and highlights </li></ul><ul><li>of the cities. </li></ul>
    41. 1 <ul><li>Explanation: </li></ul><ul><li>Expanded version of </li></ul><ul><li>the thumbnail with write ups </li></ul><ul><li>of the cities. </li></ul>
    42. 2 1 <ul><li>Explanation: </li></ul><ul><li>User will be asked several </li></ul><ul><li>questions with inclusion of </li></ul><ul><li>some Hindi, Tamil phrases </li></ul><ul><li>which serve as an </li></ul><ul><li>engagement with non Indian </li></ul><ul><li>users. </li></ul><ul><li>2. User to pick a card to </li></ul><ul><li>Reveal the answer. </li></ul>
    43. 1 <ul><li>Explanation: </li></ul><ul><li>Interesting places based </li></ul><ul><li>on the 9 pillars of interest i.e. </li></ul><ul><li>Romance, Adventure, etc.. </li></ul>
    44. <ul><li>C:Documents and SettingsTeoDesktopFuture LabAAIndiaCreativesMocks3AA-india-3a-Question.jpg </li></ul>
    45.  
    46.  
    47.  
    48.  
    49.  
    50.  
    51. <ul><li>Explanation: </li></ul><ul><li>Result page where the </li></ul><ul><li>astrology is revealed, with </li></ul><ul><li>engaging suggestions </li></ul><ul><li>on cities to visit in India. </li></ul><ul><li>2. Call to action to book now. </li></ul><ul><li>3. Navigation for user to take </li></ul><ul><li>the Quiz again, see other </li></ul><ul><li>astrologies, share with their </li></ul><ul><li>friends and even check </li></ul><ul><li>friend’s astrology if they </li></ul><ul><li>have played the game. </li></ul>1 2 3
    52. 1 <ul><li>Explanation: </li></ul><ul><li>Check our friends who </li></ul><ul><li>has the same astrology. </li></ul><ul><li>2. User can also check their </li></ul><ul><li>compatibility with friends </li></ul><ul><li>who has taken the test. </li></ul>2
    53. Explanation: 1. User can also check their compatibility with friends who has taken the test. 1
    54. Total active users 40,132 monthly active users
    55. Active Users (Engagement) An average of 1,588 users engage with the app each day.
    56. Unique Canvas Page Views An average of 5.03 page views each day
    57. Conclusion <ul><li>A total of 40,132 active users using this app monthly (no carrot and no banner buys) – max base of 140k fans </li></ul><ul><li>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. </li></ul><ul><li>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% </li></ul>
    58. Thank You.
    59. Best use of social media to drive revenue Supported by AWARD IN SOCIAL MEDIA EXCELLENCE
    60. Facebook FanDay Karlis Smiltens Web Marketing Manager October 1, 2010
    61. How it started? Start Results Special, but not enough FanDay
    62. Special, but not enough Results FanDay Start Special, but not enought
    63. Voting for best to win Results Start FanDay Special, but not enough
    64. FanDay for Friends Results Start FanDay Special, but not enough
    65. Results <ul><li>Interaction </li></ul><ul><li>Clear feedback on price policy </li></ul><ul><li>Response rate from different markets/countries </li></ul><ul><li>Market demand in different seasons </li></ul><ul><li>Incremental revenue </li></ul>Date Start Special, but not enough FanDay Results
    66. Thank you!
    67.  
    68.  
    69.  
    70. Product Innovation
    71. Media Innovation More Engagement Less Announcement
    72.  
    73.  
    74.  
    75.  
    76. <ul><li>$0 </li></ul>
    77. <ul><li>538,000 Seats in 24 hours </li></ul>
    78. 20% Promo Fares 80% Non Promo
    79. Thank You
    80. Period: 26 July – 31 July 2010
    81. Teaser Strategy <ul><li>Objective: </li></ul><ul><li>Exclusive pre-notification for fans on social media </li></ul><ul><li>To amplify AirAsia campaign awareness especially on Domestic and ASEAN routes </li></ul><ul><li>To increase AirAsia fan base on Social Media Channels </li></ul>
    82. Launch Strategy <ul><li>Objective: </li></ul><ul><li>To communicate ONE of a kind deals as no other airlines is selling RM1 fare to local and ASEAN destination. </li></ul><ul><li>To promote key local destination and to build up ASEAN destination and strong call to action to book. </li></ul>
    83. The 'Mind Blowing Fare' buzz was created largely through AirAsia Social Media Channels in 8 countries
    84. 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
    85. 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
    86. Teaser day 1
    87. Teaser day 2
    88. 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.
    89.  
    90. AirAsia sets yet another WORLD RECORD by selling more than 538,000 seats in 24 hours!
    91. Thank You.
    92. Best use of social media in a crisis situation Supported by AWARD IN SOCIAL MEDIA EXCELLENCE
    93. ASH OVER EUROPE MODERN CRISIS MANAGEMENT @ SWISS SEPTEMBER 2010, CHRISTIAN LÜDI
    94. ASH OVER EUROPE
    95. ASH OVER EUROPE SUMMARY <ul><li>Integration of Social Media Management into Emergency Command Center at the Airport </li></ul><ul><li>Shift operation by two employees (Silence at night between 23:00 and 06:00) </li></ul><ul><li>Feedback from Fans/Followers as well as employees and Swiss daily press was very positive </li></ul>31 Updates 1’200 Comments
    96. ASH OVER EUROPE EXAMPLES
    97. ASH OVER EUROPE ADVANTAGES OF SOCIAL MEDIA <ul><li>Popular </li></ul><ul><li>Easy </li></ul><ul><li>Quick/‘Live‘ </li></ul><ul><li>FAQ </li></ul><ul><li>Community </li></ul><ul><li>Mobile </li></ul><ul><li>Word of mouth/Viral distribution </li></ul>
    98. ASH OVER EUROPE LEARNINGS <ul><li>- English only </li></ul><ul><li>- Integration of our Service Center? </li></ul><ul><li>- Integration of our Feedback Management? </li></ul><ul><li>- Integration of Social Media into the total communication </li></ul><ul><li>- Assure that Social Media is integrated in the total emergency process </li></ul><ul><li>- What else is needed to assure at least same service in a similar case? </li></ul>
    99. SOCIAL MEDIA FACTORS OF SUCCESS <ul><li>Patience </li></ul><ul><li>Relevance </li></ul><ul><li>Sustainability </li></ul><ul><li>Willingness to communicate </li></ul><ul><li>Constancy </li></ul><ul><li>Resources </li></ul><ul><li>Support from the Management </li></ul><ul><li>Involvement of the Staff </li></ul><ul><li>Transparency/Honesty </li></ul><ul><li>Added value </li></ul>
    100. THANK YOU! ANY QUESTIONS?
    101. Best use of Social Media in a Crisis Situation Icelandic ash cloud crisis
    102. SimpliFlying Hero of the Year 2010 Supported by AWARD IN SOCIAL MEDIA EXCELLENCE Aurelie Valtat, EuroControl
    103. Congratulations to all the winners! Supported by AWARD IN SOCIAL MEDIA EXCELLENCE

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