This document summarizes social media analytics for Hainan Airlines from December 2015 to May 2016. Key findings include: - Posts about China and cabin crews on Facebook performed well, getting high engagement rates and reach. GIF posts also engaged fans well. - A video contest on Instagram and Twitter promoted new routes and got many participants, new followers, and high engagement. - Instagram and Twitter followers grew steadily over the period. Video content performed particularly well on Instagram. - A hashtag contest on Twitter in April (#HainanWood) greatly increased impressions and engagement compared to other months.

1. REPORT
December 2015 to May 2016

2. Fans often respond well to posts
about China
Using high quality images
• 9% eng.rate
• High organic reach
FACEBOOK CONTENT
Unusual content (1st April joke
looks like real contest)
• 14% eng. rate
• good organic reach
Fans love posts about cabin
crews and HNA events
• 13% eng.rate
• Positive fans’ sentiment

3. 4% Eng. rate4% Eng. rate4% Eng. rate
FACEBOOK CONTENT - GIF
Fans love GIF-files content. Posts always get high organic reach and reactions. Gif- format allows us to present
typical information under the new angle and interact with fans.

4. January
9% eng. rate, 150 entries,
eye catchy design and easy entry
method increase participation
April
6% eng. rate 76 entries,
Contest educate fans about brand, pics
of HNA always attractive, «old school»
design makes fans open pic properly
February
4% eng. rate, 100 entries,
Chinese theme is always
interesting for fans.
Themed for Chinese Year of the
Monkey
May
4% eng. rate, 240 entries, easy
game with GIF-format increase
activity of the participants, brand
awareness, introduce the new
airplane
CONTENT - GIVEAWAYS

5. Entries: 353
Votes:
3,234
Participation
Rate: 75.4%
Reach
2,649,722 (KPI: 1M)
Impressions
627,701
Engagements:
117,008
Engaged users:
44,038
• Good results, high number of participants
• Most of participants are coming from USA, UK and Canada
• Winner from Canada
• We created videos with entries every week: reach more people
• Entries are coming from Twitter and Instagram too: helps to get new followers
• Goal: promote new routes in Calgary, Tel-Aviv and Manchester
CONTENT – VIDEO CONTEST

6. INSTAGRAM & TWITTER
ANALYSIS

7. 1815
1925 2044 2446
0
1500
3000
January February March April May
Instagram Followers
5.4% 5.5% 5.5%
5.4% 5.5%
4.0%
4.5%
5.0%
5.5%
6.0%
January February March April May
Monthly Eng. Rate
• Constant growth of our fans
• Good and steady engagement rate
• Good content mix
• Videos perform well, so we publish video every week
INSTAGRAM SUMMARY

8. News of
Boeing
787-9 • Publishing volume and engagement stronger than competitors’ average
• Videos are well received by our fans also on Instagram
INSTAGRAM CONTENT
REPOST
VIDEO

9. INSTAGRAM CONTENT
• Great action shots of planes tend to be most
well received by Instagram community
• Hashtags related to aviation and industry tend
to help generate the most engagement

10. • 30 participants
• Good engagement rate
• Used a video as it attract more people
• Contest helps to get new followers on
Instagram
• 30 participants
• Good engagement rate
• Published pictures randomly, asked: to put all images in
order and guess in which country this pic was taken
• Contest helps to get new followers on Instagram
Reach: 31, 506
Impressions: 33,912
New followers: 69
Average eng. rate: 3.92%
Engagements: 759
INSTAGRAM - GIVEAWAYS

11. * Data's from Twitter analytics
7900
8100
8275
8596
9304
7800
8000
8200
8400
8600
8800
9000
9200
9400
January February March April May
Followers growth
1.0%
1.5% 1.4%
1.7%
0.9%
0.0%
0.5%
1.0%
1.5%
2.0%
January February March April May
Monthly Engagement Rate
16200
37700
40400
312400
174400
0
50000
100000
150000
200000
250000
300000
350000
January February March April May
Tweets Impressions
• Big Growth of followers
• Significant growth of the impression in April
thanks to the #HAINANWOOD contest
• In May the number of impressions stabilised
• Engagement rate decreased: end of contest
Started
twitter
TWITTER SUMMARY

12. * Data's from Twitter analytics
85 81 43
551
17314 65
48
225
145
32
142
85
585
286
25
52
60
87
59
0
200
400
600
800
1000
1200
1400
1600
January February March April May
Tweets performance
Link Clicks Retweets Likes Replies
Started
twitter
• Activity increase when we took over Twitter
• Very big activity and number of impression during the
#HAINANWOOD contest
• In April, significant growth of link clicks, retweets, likes
and replies mostly due to the #HAINANWOOD contest
• In May, stabilisation
TWITTER SUMMARY

13. • Publishing different kind of content to attract
followers on twitter: videos, photos, retweets, poll
• Participate in conversations on twitter to increase
our visibility
• Retweeting more and more tweets to get more
followers and higher engagement
• Found polls to be an extremely popular way of
hearing from fans
5.7%
eng. rate
2,5% eng. rate
3.8%
eng. rate
TWITTER CONTENT