Socially Devoted
@AmericanAir

Katy Phillips / @katyphillips
Senior Analyst / American Airlines
Highlights
•
•
•
•

Our team
Where we started
What we learned
Where we’re headed
About us

Social Customer
Engagement
4 team members

Social Customer
Service
17 team members

Social Analytics
1 team memb...
About us
About us

Build relationships in the spirit
of the new American.
Define the social customer experience with
authentic conv...
Our situation
Team
Structure
& Growth

24/7
#custserv
Foundation

Total

Mid-November

Conversations

1.2M mentions

1,483...
Key challenges
Education

• Internal clients and stakeholders
• Leadership

Resource

• Building a team

Training

• Hirin...
Insights
Capture relevant information
•

Enable relevant data to be captured throughout your social media engagement to en...
How we approached it
Educating
•
•
•

Road shows
Regular reporting
Presentations

Scaling
•
•
•

Social Customer Service b...
Key takeaways
• Determine meaningful metrics
• Establish regular reporting
• Customers want us to be available on the chan...
The future

Optimize processes and procedures
Decentralize

• Integrating back into the business
Thank You
Katy Phillips
@katyphilips
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Engage NYC 2013: Katy Phillips, American Airlines

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  • 2011 – WS managing social for American; time to bring it in house; August 2011 we managed social customer service during business hours with 2 TDYs
    2012 – Team structure was created; laid the groundwork for growth; added a few team members, 18 hours a day (6a – midnight) on May 20, 2012
    2013 – Went 24/7 in coordination with brand launch in January; continued to grow the team; volume increased
    Point of reference – August 2011 we received 8k @americanair tweet, August 2013 we received 28k tweets
  • Hiring for skill = choosing to hire from Reservations and knowing we would have to teach grammar, writing, tone of voice, etc.
  • Social data analysis is a discipline of its own combining qualitative and quantitative analysis in one role, coupled with a need to interpret trends and position effectively at all levels of the organization.
     
    American has a dedicated manager on the social team for analytical. Broad based role, needing to enhance performance of the different facets of social (customer service, community management, engagement), while adding value to the enterprise, and demonstrating value of social to leadership.
    Questions to Ask
    What is the volume of the conversation?
    Where is the conversation happening?
    Who is driving the conversation?
    What are the main themes of the conversation?
    What is the tone of the conversation?
  • Scaling – 2tdys in March 2011. +2 in March 2012. May 20, 2012 = business hours to 18 hours/day, 7 days/week. October + 3 TDYs in preparation of 24/7 – what we needed to be a world class social media team
    regular reporting helped so much as we were able to look at historical numbers and then forecast future growth; used these numbers to lobby for additional team members
    Customer feedback – you sound like a bot, vary responses, more personality is okay
    Tone of voice and word choice – shift from Sorry to apologies to Thanks for sharing
  • Determine meaningful metrics – this will help you sell social to internal stakeholders and leadership, will allow you to provide relevant feedback
    Establish regular reporting – will make your life much easier if you’ve consistently collected and analyzed data as you scale
    Customers – we can’t dictate where we are going to respond – our customers do that for us
    Empower – give your team the tools and training they need to answer customer questions at the first point of contact
  • Engage NYC 2013: Katy Phillips, American Airlines

    1. 1. Socially Devoted @AmericanAir Katy Phillips / @katyphillips Senior Analyst / American Airlines
    2. 2. Highlights • • • • Our team Where we started What we learned Where we’re headed
    3. 3. About us Social Customer Engagement 4 team members Social Customer Service 17 team members Social Analytics 1 team member
    4. 4. About us
    5. 5. About us Build relationships in the spirit of the new American. Define the social customer experience with authentic conversation, real-time resolution, energy and inspiration.
    6. 6. Our situation Team Structure & Growth 24/7 #custserv Foundation Total Mid-November Conversations 1.2M mentions 1,483,695 2011 4.4B impressions 2012 2013
    7. 7. Key challenges Education • Internal clients and stakeholders • Leadership Resource • Building a team Training • Hiring for skill • Setting expectations/guidelines
    8. 8. Insights Capture relevant information • Enable relevant data to be captured throughout your social media engagement to ensure this is logged for future use Take new information and distribute it correctly • Ensure you provide new insight to the right person which will define your business strategy moving forward Inform content, marketing and product development decisions • Use social data to decide where to focus your next efforts
    9. 9. How we approached it Educating • • • Road shows Regular reporting Presentations Scaling • • • Social Customer Service began with 2 staff in August 2011 17 staff in August 2013 As team expanded, we added additional hours Training • • • Created a formalized program Customer feedback Tone of voice and word choice
    10. 10. Key takeaways • Determine meaningful metrics • Establish regular reporting • Customers want us to be available on the channels that they want to talk to us on • Empower your team for success
    11. 11. The future Optimize processes and procedures Decentralize • Integrating back into the business
    12. 12. Thank You Katy Phillips @katyphilips

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