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Top 10 Aviation Crises Handled Through Social MediaPresentation Transcript
Top 10 Crisis Management Case Studies Featuring:Helping airlines & airports engage travelers profitably http://www.SimpliFlying.com http://www.SimpliFlying.com
Case-study 1Wheels-Up landing – Warsaw Airport
Keeping people informed When a crisis takes place the single most important thing to keep in mind is the need to provide a constant flow of informa7on. In November 2011 when a LOT 767 suffered a landing gear malfunc7on, Warsaw airport’s social media team gave a text book demonstra7on of how social media can be used in a crisis. www.SimpliFlying.com
Using social media to reach more people With the emergency situa7on being broadcasted live on TV the airport’s call center and website were overloaded but the social media team was able to use both Facebook and TwiLer to keep users informed of the situa7on, thus easing the load on “tradi7onal” channels. www.SimpliFlying.com
Avoiding the spread of false rumorsFurthermore, social media allowed the airport to engage users into conversa7ons and provide more accurate informa7on thus avoiding the spread of false rumors/info and ul7mately improving the user experience www.SimpliFlying.com
Ice pellets vs AircraftsWhen a storm hits an airline’s major hub it is reasonable to expect some flight delays. However, what if that storm happens to carry golf-‐ball-‐sized ice pellets, and damages one third of their fleet? The solu7on was found by Fron7er Airlines in social media. www.SimpliFlying.com
Two easy stepsThe airline knew from the start that a lot of passengers were going to arrive at the airport only to find out that their flights had been cancelled. In order to reduce the nega7ve sen7ments, they started using social media to disseminate informa7on. Step 1: Keeping people informed It reduced stress and helped customers understand what was going on. www.SimpliFlying.com
Listen, Empower, Engage.They also knew that passengers were, understandably, going to be angry and complain about it on the social web. So they used Radian 6 to track down any men7on of Fron7er and address the complaints. Step 2: Being proac@ve and empowering their social media team The employees were empowered to help customers re-‐book their flights through TwiLer and Facebook. www.SimpliFlying.com
Case-study 3Ash Cloud – Eurocontrol
EyjafjallajökullIn April 2010 the unpronounceable name of the Icelandic volcano EyjaXallajökull suddenly became, for all the wrong reasons, a very familiar one, especially for the eyes and ears of airline staff and passengers. Thankfully however, at exactly the Vs. same 7me, and this 7me for the right reasons, a TwiLer handle also became famous www.SimpliFlying.com
A reference point for all stakeholdersWhile several airlines did a good job at keeping their customers informed, it was the @eurocontrol TwiLer handle that provided the most up to date informa7on on the crisis. Furthermore, since most of the tradi7onal lines of communica7on were heavily overloaded it became an important reference point for airlines, airports and their staff. www.SimpliFlying.com
Constant crisis managementSince the volcano crisis the @eurocontrol handle has become a reference point for air travel disrup7on in Europe and in recent 7mes it has handled, amongst others, the following crises: Ø North African revolu@ons and subsequent airspace closures Ø “surprise” strike from Spanish air traffic controllers Ø Greek strikes and frequent ATC delays Ø Italian volcano (mount Etna) Ø Portuguese strikes Ø Italian strikes www.SimpliFlying.com
Engagement and sense of humorFurthermore, it has managed to engage users by interac7ng with them and even proving to have a good sense of humor as demonstrated by the tweets below: www.SimpliFlying.com
Case-study 4Baggage Policy – Delta
A Viral CrisisSome7mes even a simple misunderstanding can cause havoc, especially if it involves passengers that are either famous or highly respected by the general public, as Delta Air Lines found out when this video went viral: www.SimpliFlying.com
Mostly negative comments across the boardDelta received 3.5X as many men7ons on TwiLer as all other US airlines combined, on 8 June 2011, and 8X their normal men7ons! The story peaked between 4pm-‐5pm ET on June 8, 2011, with over 800 TwiLer men7ons an hour www.SimpliFlying.com
Delta posted a response through a blog postDespite a public apology and policy change to accommodate more bags, emo7onal comments were received, almost all nega7ve www.SimpliFlying.com
The response was personal www.SimpliFlying.com
Why Delta did the best job they could1. This was a Bizarre crisis – Unexpected and something Delta probably never thought of 2. This was a baggage policy all airlines in the US followed, not just Delta (and most changed it following Delta’s lead) 3. Delta was fast in responding – within 2 hours of the topic peaking on tradi7onal and social media 4. The response was not through a press release, but done on a blog – which is indeed the appropriate response to a YouTube video 5. Delta made sure that the response was personal, with the author rela7ng personal stories 6. An update was provided on the blog itself, based on the ini7al comments received 7. The detractors weren’t providing construc7ve feedback. Most were emo7onal rants, hence didn’t need regular responses www.SimpliFlying.com
Case-study 5Aborted Take Off – Yeager Airport
What seems to be just another take off…The problem with crises is that there are not usually any warning signs and when a normal take off turns into something like the one shown below, only a good plan and an effec7ve social media team can help manage the public rela7ons side of the airport closure. www.SimpliFlying.com
Immediate reactionIn Yeager Airport’s case the key to the successful handling of the situa7on was the ability of the social media team to immediately start informing through both Facebook and TwiLer by using their already established accounts. www.SimpliFlying.com
Images and press releasesInteres7ngly the airport was also able to provide images of the situa7on and several were later used by the media. Furthermore it also managed to send out press releases and contact the media using TwiLer. www.SimpliFlying.com
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Case-study 6In-Flight Engine Failure - Qantas
A recipe for disasterIn-‐flight engine failures are drama7c enough by themselves, however we can only speculate on what must have gone through Qantas’ social media team’s minds when they discovered that a huge twiLer celebrity, Stephen Fry, was on board the diverted A380… and that he was twee7ng to his 3.5 Million followers! www.SimpliFlying.com
Timing is of the essenceWhen influen7al users are on board a diverted or delayed flight, fast response 7mes are essen7al and they can only be achieved through a constant and effec7ve monitoring of the social media men7ons of the company’s brand. In this case Qantas’ social media team proved to be alert and was able to react quickly. www.SimpliFlying.com
A well-executed recovery!As it turns out Stephen Fry wasn’t only upset for the delay but had also lek his wallet on the plane… Thankfully Qantas’s response team was listening and managed to reunite the wallet with his owner, provoking a very posi7ve reac7on. Overall the Social media team manage to: • Reduce anger by reac7ng quickly and being proac7ve • Get a powerful TwiLer influencer on their side www.SimpliFlying.com
Case-study 7Terror threat – American Airlines
It all started with a phone callIn august 2010 an anonymous phone call alerted of an alleged terrorist plot to hijack an American Airlines aircrak. When the call was received the plane was about to take off, filled with passengers and… mobile phones connected to TwiLer! www.SimpliFlying.com
Live TweetingFollowing the emergency protocols, the aircrak was grounded and passenger were not allowed to disembark un7l the police had cleared them to do so. Within minutes several passengers started twee7ng the crisis live from inside the aircrak providing a very detailed account of everything that happened inside and around the aircrak. www.SimpliFlying.com
Taking control of the situationSoon mainstream media spo:ed the tweets and started using them broadcast live developments of the situa>on. The AA social media team realized what was happening and immediately intervened by engaging the users who were twee7ng from inside the aircrak and, at the same 7me, providing clear and accurate informa7on on the situa7on www.SimpliFlying.com
Case-study 8Upset Public Figure – Southwest Airlines
A single tweet = hundreds of angry fansIn September 2011 Green Day singer Billie Joe Armstrong was removed from a Southwest Airlines plane for refusing to hike his pants higher and asking the flight aLendant if she didn’t have anything beLer to worry about. Sarcas@c tweets Posts on SWA’s wall + Crea@on o f a Facebook G roup www.SimpliFlying.com
Negative sentiment increasesThe nega7ve tweet by Billie Joe caused an increase in nega7ve comments as can be seen in this sen7ment graph elaborated by posi7on2 www.SimpliFlying.com
Quick reaction = Crisis OverHowever Southwest Airlines’ team was quick to react issuing an apology that was followed by a drop in nega7ve sen7ment and a number of suppor7ng tweets by SWA fans. www.SimpliFlying.com
Case-study 9Extreme weather – Virgin Atlantic
A Snowy Christmas SeasonHaving a winter holiday season with plenty of snow is perhaps one of the most typical pre-‐holiday wishes, however during the 2010 season it turned into a nightmare for thousands of passengers who were lek stranded at London Heathrow Airport by a snowstorm that forced airlines to cancel hundreds of flights. www.SimpliFlying.com
Huge Twitter customer service effort during disruption!Virgin proac7vely broadcasted key messages to their social following as well as answering as many individual passenger ques7ons as possible. This peaked at more than 460 tweets, 1,950 comments and posts and almost 1 million post views on Facebook up to the 19th December. The social team worked in 8 hour shiks to cover a 24*7, one-‐on-‐one response. At its peak, they were handling a TwiLer response every 20-‐30 seconds. www.SimpliFlying.com
Special chartered flight to repatriate US travellers for Christmas, FREE!Since this decision was takenhurriedly, Twitter and Facebookwere used to inform strandedcustomers of the option.Virgin filled the plane by activelypromoting the flight on Twitter forseveral hours. They achieved TopTweet status resulting in filling450 aircraft seats in 7 hours.The fully-loaded flight left on timeand the customers got back toNew York in time to meet theirfamily and friends for Christmas.This was a first for any airline. www.SimpliFlying.com
Virgin’s integrated communication strategyTrough social media Virgin was not only able to fill a 747 in just 7 hours, but was also capable of maintaining a posi7ve brand image by being proac7ve and keeping people informed about the development of a situa7on over which they had liLle control. www.SimpliFlying.com
Immediate responseOn the 19th of July 2011, a heavy storm hit the town of Akron, Ohio, flooding the airport’s basement and shuqng off power to the terminal, forcing it to cancel all commercial flights. The airport’s social media team sprung into ac7on and immediately started twee7ng all the available informa7on. www.SimpliFlying.com
Twitter focusInteres7ngly, the airport chose to focus on twiLer as it provided a more direct line of communica7on with the affected passengers and the was a powerful news spreading tool as it is monitored by mainstream media. www.SimpliFlying.com
Visualizing TeamworkFurthermore the airport was able to show its efforts to solve the situa7on by tweets and Facebook posts showcasing photos of its staff members hard at work to fix the situa7on. One of them even featured their CEO inspec7ng machinery in the Airport’s basement. www.SimpliFlying.com
Now what?5 Steps towards successful crisis management
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American Airlines Flight 24 www.SimpliFlying.com
For more case-studies:www.SimpliFlying.com Helping airlines & airports engage travelers profitably http://www.SimpliFlying.com www.SimpliFlying.com
Ardi Pradipta
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