Brands-Only Summit Social Media Case Study: United Airlines, presented by Lora O'Riordan and Karin Moan
 

Brands-Only Summit Social Media Case Study: United Airlines, presented by Lora O'Riordan and Karin Moan

on

  • 1,039 views

In their Brands-Only Summit presentation, United Airlines' Manager of Social Media Programs, Lora O'Riordan, and Director of Social Media, Karin Moan, share how their merger with another airline led ...

In their Brands-Only Summit presentation, United Airlines' Manager of Social Media Programs, Lora O'Riordan, and Director of Social Media, Karin Moan, share how their merger with another airline led to the creation of a new social media team.

They explain how the new team combined marketing, operations, and everything in between to focus on customer service and responding.

Statistics

Views

Total Views
1,039
Views on SlideShare
949
Embed Views
90

Actions

Likes
1
Downloads
4
Comments
0

2 Embeds 90

http://socialmedia.org 85
http://smorg.wpengine.com 5

Accessibility

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Brands-Only Summit Social Media Case Study: United Airlines, presented by Lora O'Riordan and Karin Moan Brands-Only Summit Social Media Case Study: United Airlines, presented by Lora O'Riordan and Karin Moan Presentation Transcript

  • SOCIALMEDIA.ORG/SUMMIT2013ORLANDO United social media LORA O’RIORDAN & KARIN MOAN UNITED AIRLINES DECEMBER 9–11, 2013
  • 1 United Social Media Dec  10,  2013  
  • 2 Introductions Karin Moan Director, Social Media Lora O’Riordan Manager, Social Media Operations (formerly one woman social team)
  • 3 This is how United Social Media started over again
  • 4 v  Monitoring nearly 25,000 incoming messages per week v  24/7 operations v  Responding to customers within 1.5 hrs v  12 Reservation agents supporting ticket based service needs v  Managing and escalating critical issues v  Controlling and tracking conversations v  Engaging customers with product and services updates UNITED SOCIAL MEDIA @A GLANCE Blogs Forums News
  • 5 First Back to Basics 1.  Organization – Created a larger team to support social (More than 2) 2.  Customer focus – talked to our most active but frustrated followers about our social presence gaps 3.  Company wide alignment – brought teams together across the organization behind a social focused path 4.  Data and insights – used heavily to plan and justify the path forward 5.  Defined our marketing strategy and plan for social channels 6.  Prioritized - Set schedules and milestones and empowered the team to move quickly 7.  Identified key technology needs Without responding and listening at a scale and level matched to our volume of posts, no campaign, proactive post, offer or deal would be effective. Priority #1 was responding to our fans and followers then we could focus on marketing effectively in the channels. Let’s begin…
  • 6 Operations / Reactive Marketing / Proactive The Operations and Marketing team is under one umbrella and work side by side
  • 7 The United Social ecosystem * *United Owned Channel
  • 8 We asked some key questions -- §  Who are the customers we’ll be talking with? §  Where are they connecting with us? §  How many people do we need? §  How do we get the people and who do we need? §  What will we gain from investing in this? §  How do we manage this day-to-day? Focused on Priority #1 -- Responding to our fans/followers
  • 9 Who are our fans/followers requesting support? Surprising findings? 46% 16% 10% 10% 16% 2% Premier Levels of Social Media Customers General Member Premier Silver Premier Gold Premier Platinum Premier 1K Global Services 44% 12% 11% 10% 7% 5% 4% 3% 3% 1% Behavioral Segments of Social Media Customers Road Warriors Mile Maximizers Almost Elite Bargain Hunter Schedule Sensitive Too New To Score Unscored Non-Flying Earners Globe Trotter §  Our best customers were tweeting and posting – so we had to change course ­  46% of MileagePlus members identified as General, 56% Premiers ­  More than 45% of members fell in to “Road Warrior”/”Luxury Seeker” segment
  • 10 §  Which social channels to connect? ­  Twitter and Facebook – these were their preferred places to connect. But Instagram and LinkedIn were also of interest. §  How many people do we need? ­  We looked at data to tell us how many people we needed to respond in 1.5 hours or less §  How do we get the people and who do we need? ­  We partnered across the organization. We needed people who help in the moment. §  What will we gain from investing in this? ­  Customer satisfaction, loyalty, revenue, very happy travelers and great tweets/posts §  How do we manage this day-to-day? ­  We defined shift schedules, technology needs, training, goals and what to do when things don’t go as planned Knowing who we were talking with we could answer all of the questions
  • 11 0.0%   10.0%   20.0%   30.0%   40.0%   0   5,000   10,000   15,000   8-­‐Dec   15-­‐Dec   22-­‐Dec   29-­‐Dec   5-­‐Jan   12-­‐Jan   19-­‐Jan   26-­‐Jan   Response  Rate   Messages   Total  Inbound  Messages   Messages  Requiring  Responses   0.0%   2.0%   4.0%   6.0%   8.0%   10.0%   0   1,000   2,000   3,000   4,000   8-­‐Dec   15-­‐Dec   22-­‐Dec   29-­‐Dec   5-­‐Jan   12-­‐Jan   19-­‐Jan   26-­‐Jan   Response  Rate   Messages   Total  Inbound  Messages   Messages  Requiring  Responses   Messages  Not  Requiring  Response  (NRR)   Response  Rate   Social  Media  Support   Facebook   Twi>er  Facebook Twitter •  Strong partnership with Reservations enabled us to build the support team we needed to assist customers •  Close monitoring and reporting of our progress, the volume of conversations, and sentiment •  Identification of our customers in social channels – getting to know them even better •  Tools help responses flow from community managers to our social agents and helped establish a baseline for reporting and tracking •  Focus on the core community – those we talk with the most •  Reaching out quickly when faced with crises or issues The foundation of a top shelf response operation is in place
  • 12 Tweetchats at #unitedplanechat 574,306 accounts reached 3,726,454 impressions Advertising Sept ‘13 Also testing Google+ hangouts! Hangout on Air with the App team November ‘13 260,137 accounts reached 3,450,552 impressions Winter Ops Feb ‘13 235,139 accounts reached 4,366,344 impressions Bag services June ‘13
  • 13
  • 14 Fly the Friendly Skies
  • 15 United Progress – p.s. §  The coast to coast domestic premium service with International amenities.
  • 16
  • 17
  • 18 18 United Social Media Growth in 2013 Month (# of Posts) Source: Facebook Insights, SocialEngage, Google Analytics, YouTube Analytics * Facebook Positive Interactions are a combination of user likes, comments, shares, clicks and video plays ** Tweets are Outbound @united tweets (not replies or DMs) 0 50,000 100,000 150,000 200,000 250,000 300,000 350,000 400,000 450,000 500,000 0 100,000 200,000 300,000 400,000 500,000 600,000 Feb(40) Mar (54) Apr(72) May(81) Jun(94) Jul(67) Aug(86) Sep(102) Oct(96) PositiveScore PageLikes Facebook Page Likes and Interactions Page Likes Positive Score Linear (Page Likes) Linear (Positive Score) 0% 20% 40% 60% 80% 100% 0 50,000 100,000 150,000 200,000 250,000 300,000 350,000 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 NewVisitor% Visits Hub Visits and New Visitor % Visits New Visitor % Linear (Visits) Linear (New Visitor %) 0 2000 4000 6000 8000 10000 12000 14000 16000 0 50,000 100,000 150,000 200,000 250,000 300,000 350,000 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Tweets Followers Twitter Followers and Tweets Followers Tweets Linear (Followers) Linear (Tweets) 0 100,000 200,000 300,000 400,000 500,000 600,000 700,000 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Views YouTube Views Views Linear (Views)
  • 19 19 United Social Media Growth in 2013 (Cont.) Source: LinkedIn Insights , Statigram * LinkedIn Engagement Rate is Engaged Users divided by Reach ) 0.00% 0.20% 0.40% 0.60% 0.80% 1.00% 1.20% 1.40% 1.60% 1.80% 0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 80,000 90,000 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 EngagementRate Followers LinkedIn Followers and Engagement Rate Followers Engagement Rate Linear (Followers) Linear (Engagement Rate) 0 100 200 300 400 500 600 700 800 0 2,000 4,000 6,000 8,000 10,000 12,000 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 PositiveScore PageLikes Instagram Followers and Likes Per Post Followers Likes Per Post Linear (Followers) Linear (Likes Per Post)
  • 20 §  Looking back to 2012 and earlier, one would hardly recognize the United brand from a social media perspective §  The increased focus on social media, particularly from a customer service perspective, has been transformative §  The focus on foundational quality in customer service and responding in general – versus simply increasing the volume of brand content pushed out – has been strategically beneficial §  The “black hole” is no longer there §  It wasn’t too late for United §  Our customers have benefited greatly We will continue to evolve, grow, optimize and improve our social presence; deepen alignment across the company; bridge our digital ecosystems and focus on providing a flyer friendly experience for our fans and followers 20 Then vs. Now Summary
  • 21 ThankYou * Karin Moan Director, Social Media karin.moan@united.com @united facebook.com/united www.unitedhub.com youtube.com/united instagram.com/united linkedin.com Lora O’Riordan Manager, Social Media Operations lora.oriordan@united.com @united facebook.com/united www.unitedhub.com youtube.com/united intagram.com/united linkedin.com
  • SOCIALMEDIA.ORG/SUMMIT2013ORLANDO Learn more about past and upcoming events DECEMBER 9–11, 2013 SOCIALMEDIA.ORG/EVENTS