BlogWell DC Social Media Case Study: Delta Air Lines, presented by Rachael Rensink & Jerry Fletcher
 

BlogWell DC Social Media Case Study: Delta Air Lines, presented by Rachael Rensink & Jerry Fletcher

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In their BlogWell DC presentation, Delta Air Lines' Manager, Social Media, Rachael Rensink, and Manager, Online Support & Social Media, Jerry Fletcher, share how they are engaging with their customers ...

In their BlogWell DC presentation, Delta Air Lines' Manager, Social Media, Rachael Rensink, and Manager, Online Support & Social Media, Jerry Fletcher, share how they are engaging with their customers through social media.

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  • An excellent illustration about how big businesses (Delta is among the world's largest airlines) are strategically implementing social media to Actively Communicate with customers...thanks for sharing!
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  • After listening to our community, we realized that answering the occasional tweet and directing them to somewhere else wasn’t good enough. We decided to take 4 of our best reservation agents and teach them Twitter. Customers loved us! Big hit. Criticism: “You’re a global airline – and the world doesn’t operate on office hours on East Coast US time.” Initially a place to consistently direct and advise. Internal Criticism: Agents wanted to do more/could do more. So, we un-handcuffed them. We can help with anything from rebookings to answering questions on what type of olives are served in the Sky Club Recent internal initiative gives us direct access to CS management in airports to quickly engage if needed. Received lots of media attention and kudos – recent article in the USA Today cited us as the “most prolific” airline on Twitter. Article cited 80 tweets per day – but it’s actually much more than that as we do the most of our engagement in DM due to the sensitive/private information. Expanded Delta Assist to Facebook – but not with real-time responses. Response time is channel appropriate.
  • In addition to awards (NAME A FEW HERE), we also have heard directly from our customers. On average, SAAs receive more than twice the number of agent compliments per month than their call center counterparts. We count compliments as a problem resolved that someone publically tweeted a shout out (unsolicited). “Jerry was great!” doesn’t count. “DeltaAssist you’re awesome!” doesn’t count.
  • In the social sphere, DL has a larger share of voice than our competitors (need quote); more people talk about us than our competitors. Customer sentiment in social media improved 7% between June-December Overall sentiment for the brand improved 4% in 6 months. In just 8 months, @DeltaAssist grew from 0 to over 12,000 followers and released more than 16,000 support tweets. @Delta reached 100K followers – over 6 times the number since @DeltaAssist started.
  • Red = DL in social sphere Green = DL conversation in Twitter Blue = direct conversations to/from @Delta & @DeltaAssist NOTE: Dec spike due to weather AND free in-flight Wi-Fi

BlogWell DC Social Media Case Study: Delta Air Lines, presented by Rachael Rensink & Jerry Fletcher BlogWell DC Social Media Case Study: Delta Air Lines, presented by Rachael Rensink & Jerry Fletcher Presentation Transcript

  • Re-energizing Traditional Marketing with Social Media Where Social Media & Traditional Advertising Meet
  • 05/24/11 2011 Keep Climbing Focus
    • With the launch of our brand campaign, we’ve made a public promise to improve the travel experience
    • Delta is making good on this promise by listening , leveraging social insights , and providing unique engagement experiences through social media
    • Through social platforms, our customers can better connect with us by sharing their thoughts & experiences, hearing directly from us on topics that matter to them and by Delta demonstrating our human side of the brand
    View slide
  • Current Delta Channels
    • Twitter:
    • Three Twitter accounts to serve a variety of strategic and customer needs
    • @Delta - Interact with customers about product, loyalty, & promos
    • - Speaks on behalf of the Brand
    • @DeltaNewsRoom - Engaging media, influencers, & bloggers - Speaks on behalf of the company
    • @DeltaAssist
    • - Engaging customers real time & providing assistance with questions, compliments or complaints
    • - 8 Reservations agents providing 24/7 service, speaks on behalf of customer service & as brand ambassadors
    • Facebook:
    • Write & create content to encourage engagement (commenting and liking). Creating a community.
      • “ Virtual activations” that include sponsorships (GRAMMYs, Yankees, etc), social causes (BCRF, Habitat) & promotions
      • Unique engagement experiences include Delta Ticket Counter Booking Tool (social commerce), Delta Assist & Keep Climbing tab
    • BLOG:
    • Under the Wing- Celebrating Delta culture, news from across Delta, & an inside view of Delta happenings
    • Frequent landing page for more information on content shared in short form on Twitter or Facebook wall
    • YouTube:
    • Supports & houses all official Delta Video content
    • http:// www.youtube.com/user/DeltaAirLines
    View slide
  • @DeltaAssist
    • Created in May 2010 as a way to interact and engage with customers in a meaningful way.
    • Staffed with 4 Customer Service Agents; M-F 8-6 ET. Expanded now to 12 agents; 24/7.
    • Services offered:
      • Answer questions on policies & procedures
      • Travel help (airport, online bookings, post-travel questions)
      • Rebooking assistance (for travel disruption)
      • Complaint resolution
      • Random/fun questions: best dining in XYZ to hummus type served
    • Received lots of media recognition & praise
    • Expanded DeltaAssist to Facebook
  • What Customers are Saying
    • @DeltaAssist This service on twitter is Nordstrom style customer service. Thank you. Excellent
    • Thanks to the social media team @Delta (DeltaAssist!) for renewing my faith in customer service!
    • @DeltaAssist is amazing. Flight help, SM help and CS provided thru empowered employees! What a novel idea :) Keep up the great job @Delta
    • @DeltaAssist Thx for your support tracking down the luggage of my sons in NYC. This is a great medium. Much appreciated!
    • @DeltaAssist was very helpful in figuring out my flights tmrw. maybe this is the future of "customer" service... sigh.
    • @DeltaAssist ^jd i really appreciate you helping me with my canceled flight, you just saved a x-mas thanks and merry x-mas #deltarocks
    • Big thanks to @deltaassist for tangible response after crappy travel situation. missed daughter's Christmas party but @delta made it right.
    • Anxious to see colleagues/friends in Long Beach. Delay in MSP = missed connection in SLC. Thanks to @DeltaAssist for the contingency plan!
    • Put comment on twitter. Quick reply. Quick research & answer. @DeltaAssist one of the best customer service experience ever #delta @Delta
    • OK, @delta has rebooked me via Paris on Tuesday, all done via Twitter, no waiting. Thanks @deltaassist
  • Twitter Volume & Sentiment
  • Keep Climbing Ads, Tab & Modules
  • General Volume Trend
  • Facebook Users & Likes
  • Facebook Tab Measurement Week 1 Impressions & CTR By Landing Page Impressions & CTR By Message Metric Total Delta FB tab Click Rate 0.17% 0.05% 0.05%