Top 10 Facebook Timeline Implementations by Airlines and Airports


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As brands jump onto the new Facebook Timeline bandwagon, here are the Top 10 implementations by Airline and Airports.
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Top 10 Facebook Timeline Implementations by Airlines and Airports

  1. 1. Top 10 Facebook Timelines by Featuring: Airlines & AirportsHelping airlines & airports engage travelers profitably
  2. 2. Case-study 1 BMI
  3. 3. Embracing the “timeline” conceptOne of the airlines that surprised us the most was the British airline BMI that, eventhough it had been recently been put on sale with little hope of preserving itsbrand, created one of the best airline pages on Facebook.The airline embraced the“timeline” concept in fullstarting from its coverimage that shows theevolution of the airline’sbrand and aircrafts in oneneatly designed image.
  4. 4. Highlighting what’s important to the customerFurthermore it also created a complete timeline that goes back to the late 1930s andmade excellent use of the starring function to highlight relevant posts like the approvalby the EU competition authority of its sale to the IAG group.
  5. 5. Case-study 2 KLM
  6. 6. Early adoptersUnlike many airlines who waited until the last minute, KLM uploaded its first coverimage on the 1st of March, at the very beginning of the 30 days period provided byfacebook, and used the “adjustment” period to make constant improvements to itspage.
  7. 7. Welcoming user generated contentAs well as having one of the few cover images that complete the profilepicture, and a timeline that goes back to the 1920s, the most remarkableaspect of this page is the usage of starred posts to highlight not only the usualcorporate images but also content posted by its followers like the image below:
  8. 8. Case-study 3 JetBlue
  9. 9. Holistic designJet Blue one of the usual suspects when it comes to being proactive on social mediaand we have included it here for two main reasons.The first is the way in which it has customized the icons in its app/tab bar, giving thema clean and extremely visual design that appeals to the users and fits perfectly withinthe general page design.
  10. 10. Smart milestone usageThe second reason, however, is perhaps the most interesting one. In our previousarticles we mentioned briefly that airlines could use milestones to highlight their newdestinations and including images that might inspire people to travel. JetBlue seems to have embraced the idea and went a step further byusing the recent addition of a new destination toneatly place a route mapright in the middle of its Facebook page
  11. 11. Case-study 4 Emirates
  12. 12. The cover image of tomorrowAlthough facebook makes it clear that the cover image is not to be used foradvertising purposes and cannot contain calls to action, web addresses etc… it doesnot say that it can’t be use for campaigns or, for example, to say hello.Here’s whatEmirates did:
  13. 13. An image of brand valuesBut it doesn’t end there. We suggested in the previous article that the cover imageshould be used to transmit the essence of the brand – this is exactly what Emirateswas able to do by giving an image of an airline that looks to the future, and at thesame time inspires people to travel asking its users to dream about future travels.
  14. 14. Changing every dayMoreover, the airline also found a way to infuse life into its cover page and appearsto be changing the cover image daily, thus giving its users more reasons to visit thepage. The image on the previous slide appeared on the 2nd day of the campaign.The one shown here was seen a few days later
  15. 15. Case-study 5 Delta
  16. 16. A different interpretation of cover imagesRather than choosing to use a slogan, an image of its aircraft or one of itsdestinations, the airline decided to use a picture of an old sign that, judging from thecomments made by users, appears to have both a historical connection with the brandand an emotional one with its most faithful followers.
  17. 17. A visual experienceFurthermore the airline seems to have made an effort to make sure that thebackground of the logo on the profile picture matched the one on the cover page andcreated custom images for all its tabs, thus creating a smooth visual experience for theviewer.
  18. 18. Click here to download.
  19. 19. Case-study 6Orlando International Airport (MCO)
  20. 20. The age of memesIn marketing it is often said that one has to communicate in a way that is appropriateto the channel. On Facebook one of the most popular and viral elements are the socalled “memes” and MCO’s idea of using it as a cover image makes for one of themost creative and effective covers in the airport industry
  21. 21. Vintage In another interesting, and very visual initiative the airport has exploited the recent vintage-images trend and sharedwith its followers several vintage airline ads
  22. 22. Case-study 7Aéroports de Paris
  23. 23. Aspirational destinationOne of the most interesting Airport pages we found was the one from Aéroports deParis that featured an unique cover image centered on lifestyle and clearly design topromote Paris as a destination.
  24. 24. Paris, Paris and more ParisThe company has also been posting Paris- related content thus providing plenty of material for users to share
  25. 25. Case-study 8Amsterdam Schiphol Airport
  26. 26. Visual HighlightingAnother way in which cover images can be used is to visually communicate a messageor, as Schiphol Airport did, highlight the differentiating elements that form part of thebrand’s proposition to its users.
  27. 27. Thorough designIn the process the airport also managed to produce a very neat design where theprofile image works together with the cover image. The page also features a nice rowof custom designed tabs that provide an excellent visual experience for the user.
  28. 28. Case-study 9Changi Airport
  29. 29. Positive imagesChangi Airport stood out from the crowd thanks to its unusual cover design thatfeatured an eye-catching mosaic of images that appear to have been taken at theairport . These images help communicate positive feelings to the viewers, thusreinforcing the airport’s brand
  30. 30. Highlighting what’s importantThe airport also made an excellent use of the “star” function to highlight importantnews and make them more visible to its fans.
  31. 31. Case-study 10London Heathrow Airport
  32. 32. Local audienceAnother airport that decided to leverage on emotions is Heathrow airport that featuredan image of a couple meeting at the airport.Interestingly, unlike other airports it choose to focus on an encounter as opposed to atravel experience or a destination, instantly building an emotional connect with thoselanding on the page.
  33. 33. Complete timelineFurthermore the page contained some user-generated content and had a timelinethat went back to the days when the airport was founded using a dedicated designfor the post.
  34. 34. For more Helping airlines & airports engage travelers profitably