Engaging your audience; building long term relationships with brand advocates for measurable successGoing beyond Facebook and Twitter to really get to theheart of engagementBlogger outreach – daily efforts to build love for thepersonalities behind the brandWhen the chips are down, who will fight your corner andbe your brand advocates?Measuring online engagement next to clearly definedgoals; the metrics Virgin Atlantic have used
Why is Social Media right for us?We are a naturally open, honest and chatty brand and sociability is inour DNAIt’s very Virgin – we stand up for the people and we want to be in tunewith global trends and behavioursCustomers listen to other customers (especially when it comes totravel)
Our original strategy remains Sell Serve Socialise
We must be doing something right• 250% Fan growth on Facebook.• 250% Follower growth on Twitter.• Beaten tracked revenue target• Highly Commended in Best use of Social Media category at both Travolution and eCommerce Excellence awards.• Maintained average of 94% favourable sentiment in social spaces.• Generated 316,000 interactions for Miami 25th Anniversary activity, including 24,000 YouTube views.• Economy Meal Service video 40,000 YouTube views.• Successfully managed customer service during numerous periods of severe disruption, including ash, snow * 3, Japan earthquake, hurricane Irene, …• Worked to socially support 30+ internal and group stakeholders.
Engaging your audience; building long termrelationships with brand advocates formeasurable success?• Social media is about being social - duh!• Socialise with your customers, extend your brand personality and they will become engaged• Service your customers and they will trust you and will stay close• Don’t sell via Social - your customers will tell you when they are ready to buy• Customers are for life. They are not just campaign outcomes.
“Like us, follow us and watch us• www.facebook.com/virginatlantic• www.twitter.com/virginatlantic @VirginAtlantic, @VAAInfo• www.youtube.com/thisisvirginatlantic• blog.vtravelled.com @vtravelled