Cathay Pacific: Engaging Frontline
Employees with Enterprise Social
Welcome to today’s webinar!
There will be silence unti...
Speakers

Elaine Champion
Manager Cabin Crew Relations &
Communications
Cathay Pacific

Leandro Perez
@leandro_perez
Head ...
Company Overview
TIBCO Software
•
•
•

•
•
•

Founded in 1997
$1.1B revenue in 2012
70 offices, 25 countries
4000 customer...
#tibbr
About Cathay
• International flag carrier of Hong Kong
• Scheduled passenger and cargo services to 177 destinations in 40 ...
Our Challenges / Why ESN?
• 9000+ Cabin Crew across 8 Countries
• 13 Nationalities
• Completely remote workforce - no ‘wor...
Why we picked tibbr?

Reputation

Global
Support

Quick & Easy
to Deploy

Mobile
Experience

Rollout
Team
#tibbr
Rollout Approach
Branding tibbr - Making it ours

#tibbr
Rolling out - Launch Events and
Campaigns

#tibbr
Photo booth campaign to boost
awareness and profile photos

#tibbr
Signage / Posters in Crew Lounges –
Follow me Campaign

#tibbr
Moving from Print to Digital = Going Green

Green Campaign to promote iCrew and
eliminate paper printing
#tibbr
Primary Use Cases
Live video streaming of monthly GM event
Extending existing offline events to a broader, remote
audience to enable them to...
Broadcasting new procedures, learning modules,
safety information and news in Real Time
Previously communicated through bi...
Open communication channel to executives for all
employees
Immediate responses to questions from staff keep them
motivated...
Regular communications and photo
sharing of social gatherings, new
graduates, and other events to
continuously develop the...
Feedback on service
shortages
Direct feedback from crew
members on flight
operational issues / service
shortages.
Fast Ack...
Broadcasting travel alerts
Previously communicated
through intranet

#tibbr
Engaging rapid feedback from crew on new policy
ideas
Previously not possible using earlier communication
channels

Poll p...
Other use cases…

#tibbr
Key metrics

~60% Logins
9465 users

146
Subjects

10,000+ 12,000+
Posts

Likes

7,600+
Votes
#tibbr
Future plans?

Enhanced
Photo App

Integration with
Rostering system

SMS notifications for
Schedule disruptions
#tibbr
tibbr – enabling online collaboration with a remote
workforce

#tibbr
Take tibbr for a test drive. Visit try.tibbr.com

#tibbr
Q&A
#tibbr
Customer Stories, Whitepapers and more
@ www.tibbr.com

Follow us on Twitter @tibbr
Or Like our facebook page at facebook....
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Cathay Pacific: Engaging Frontline Employees with Enterprise Social

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In these slides, airline Cathay Pacific shows why they started using an enterprise social network.

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  • Title Option 2
  • ElaineConnecting and communicating with 9,000 people is quite a challenge!Go through statsRemote workforce – they fly around the world everyday and have very little contact with the company. Yet they have the most contact with our passengers so it is up to us to close that gap.
  • Adoption campaignPhysical booth with candy jar competionMore effective than email blasts / newsletters
  • Adoption and strategy servicesBoosting photo uploads and creating awareness
  • Adoption campaignEncourage people to follow each other to drive proper usageIncentives - Cash
  • Adoption campaignCost savings of print materialIncreasingly reduce publications over time
  • Enabling employees to address issues directly with the GM of the team to answer questions and concerns Providing a channel for users to remotely watch the GM speak in real time
  • Communicating new safety and procedures to all employeesInformation reaches crew members immediately as opposed to two weeks later via print materialEmployees can immediately respond with any questions / concerns on procedures
  • Communicating new safety and procedures to all employeesInformation reaches crew members immediately as opposed to two weeks later via print materialEmployees can immediately respond with any questions / concerns on procedures
  • Put in the photos on mobile 35K photos every monthBringing people closer together
  • WIFI pilot on aircraft – can enable real time updates form the field
  • Communicating new safety and procedures to all employeesInformation reaches crew members immediately as opposed to two weeks later via print materialEmployees can immediately respond with any questions / concerns on procedures
  • Real time feedback from all crew members globallyPreviously not possible using their print material - Not even with email
  • Charitable activitiesFlash mobsOther content and activities that have helped build adoption and awareness on tibbr
  • Posting activity is increasing steadily
  • Focus on growing adoption and value in iCrewRostering app to help users as well as system overloadPhoto app to make photo sharing easier – this is important to the cultureSMS push notifications from broadcast subjects to alert staff of scheduling disruptions
  • Cathay Pacific: Engaging Frontline Employees with Enterprise Social

    1. 1. Cathay Pacific: Engaging Frontline Employees with Enterprise Social Welcome to today’s webinar! There will be silence until we begin today’s presentation. Today’s twitter hashtag is #tibbr
    2. 2. Speakers Elaine Champion Manager Cabin Crew Relations & Communications Cathay Pacific Leandro Perez @leandro_perez Head of Product Marketing, tibbr TIBCO Software Inc. #tibbr
    3. 3. Company Overview TIBCO Software • • • • • • Founded in 1997 $1.1B revenue in 2012 70 offices, 25 countries 4000 customers 200 partners 3500 employees tibbr • • • • • Millions of subscription users 100+ countries Experienced implementation team Customer success program 24x7x365 global support #tibbr
    4. 4. #tibbr
    5. 5. About Cathay • International flag carrier of Hong Kong • Scheduled passenger and cargo services to 177 destinations in 40 countries • 135 wide-body aircrafts - Airbus A330 & A340, Boeing 747 & 777 equipment • 8th most profitable airline (net profit)* and the 17th largest airline in the world by operating revenue* • 20,792 staff worldwide - More than 9,000 of them are Cabin Crew • Winner of Skytrax, World’s Best Cabin Crew and Best Transpacific Airline for 2013 * Based on data for 2011. Source: Air Transport World’s World Airline Report, July 2012 Cathay Pacific
    6. 6. Our Challenges / Why ESN? • 9000+ Cabin Crew across 8 Countries • 13 Nationalities • Completely remote workforce - no ‘workplace’ • Crew have most contact with passengers… but limited contact with the company • Maintain a strong sense of community #tibbr
    7. 7. Why we picked tibbr? Reputation Global Support Quick & Easy to Deploy Mobile Experience Rollout Team #tibbr
    8. 8. Rollout Approach
    9. 9. Branding tibbr - Making it ours #tibbr
    10. 10. Rolling out - Launch Events and Campaigns #tibbr
    11. 11. Photo booth campaign to boost awareness and profile photos #tibbr
    12. 12. Signage / Posters in Crew Lounges – Follow me Campaign #tibbr
    13. 13. Moving from Print to Digital = Going Green Green Campaign to promote iCrew and eliminate paper printing #tibbr
    14. 14. Primary Use Cases
    15. 15. Live video streaming of monthly GM event Extending existing offline events to a broader, remote audience to enable them to participate equally and be heard Monthly gathering to ask the GM anything employees want to Live chat session in subject for remote users to post questions to the GM directly and have him post feedback instantly Live streaming video of the GM’s message viewed remotely via mobile #tibbr
    16. 16. Broadcasting new procedures, learning modules, safety information and news in Real Time Previously communicated through bi-weekly printed material to mailboxes Reminders on procedures with links to learning modules Critical news updates Procedure review documents to remind crew what to do in certain situations. Also applicable to new trainees #tibbr
    17. 17. Open communication channel to executives for all employees Immediate responses to questions from staff keep them motivated and encourage them to Ask more “Thank you for your questions Nasreen and Violet. Currently we have 68 SPs, 86 FPs and 60 BCs from India. Looking at the data from the past 3 months, on average an SP has done 1.3 flights, an FP has done 1 and a BC has done 1. Based on this, I think it’s fairly distributed.” #tibbr
    18. 18. Regular communications and photo sharing of social gatherings, new graduates, and other events to continuously develop the strength of their familial corporate culture #tibbr
    19. 19. Feedback on service shortages Direct feedback from crew members on flight operational issues / service shortages. Fast Acknowledgement and action from management on the reported issues #tibbr
    20. 20. Broadcasting travel alerts Previously communicated through intranet #tibbr
    21. 21. Engaging rapid feedback from crew on new policy ideas Previously not possible using earlier communication channels Poll posted to all crew members asking for feedback on new scheduling system Over 500 votes and over 73 replies received within 1 Week all via tibbr Mobile #tibbr
    22. 22. Other use cases… #tibbr
    23. 23. Key metrics ~60% Logins 9465 users 146 Subjects 10,000+ 12,000+ Posts Likes 7,600+ Votes #tibbr
    24. 24. Future plans? Enhanced Photo App Integration with Rostering system SMS notifications for Schedule disruptions #tibbr
    25. 25. tibbr – enabling online collaboration with a remote workforce #tibbr
    26. 26. Take tibbr for a test drive. Visit try.tibbr.com #tibbr
    27. 27. Q&A #tibbr
    28. 28. Customer Stories, Whitepapers and more @ www.tibbr.com Follow us on Twitter @tibbr Or Like our facebook page at facebook.com/tibbr.live #tibbr

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