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ESTABLISHING & BUILDING AFACEBOOK PRESENCELESSONS LEARNED FROM SASChristian Kamhaug @ckamhaugHead of Social MediaSAS Corpo...
EUROPE’S MOST PUNCTUALAIRLINE
IDENTIFYINGSTRATEGIES TO RAISEYOUR PROFILE &COMMUNICATE YOURCORPORATE MESSAGE
“We have a strategic plan– it’s called doing things”             Herb Kelleher             Southwest Airlines
SAS SOCIAL MEDIA OBJECTIVESAll communication within the social media arena shall support SAS business strategy & brand pr...
WHAT MAKES A GOOD FACEBOOK-PRESENCE?•   Visibility•   Ideas•   Follow-up•   Customer service•   Monitoring•   Involvement•...
FIND OUT WHAT YOUR CUSTOMERS WANT –AND DELIVER!•   Don’t over-sell•   Be honest•   Don’t spam•   Remember to speak to your...
SAS FACEBOOK “LIKE” GROWTH                                                              FB Ads                            ...
BOUGHT ADS DRIVE VIRAL GROWTH•   Sponsored Stories drives likes    & greatly increases reach•   Viral growth increases    ...
ORGANIZING INTERNALTEAMS TO MANAGE NEWMEDIA COMMUNICATIONEFFECTIVLY
WHAT DO THE CUSTOMER WANT?•   Quick & informed answers•   Availability•   A friendly environment•   To be taken seriously
SOCIAL MEDIA AS A HUB                          HR                           Corporate         Operations                Cu...
WHAT TO LOOK FOR IN YOUR TEAM!•   Wide knowledge-base•   An interest in & understanding of social media•   Wide internal n...
FACEBOOK MONITORING         Internet         Support              Day-to-day replies           Marketing &         Communi...
SET YOUR STANDARD & LIVE UP TO IT•   Set your standard for responses•   Publish it•   Live up to it•   Measure it•   Apolo...
MAKING & GENERATINGLOYALTY FROMFACEBOOK
LOCAL MESSAGES IN LOCAL LANGUAGES
SAS FACEBOOK SURVEY APRIL 2011      Are you more or less satisfied with SAS after following SAS on Facebook               ...
CUSTOMERS HELP CUSTOMERS
HOW DO WE COMMUNICATE?•   Consistent message in all channels•   Folksy & charming•   Try some humor•   Drop no hooks – bit...
A FEW TIPS & TRICKS
HOW TO SUCCEED (OR AVOID FAILURE)•   Find your “enthusiast”•   Set your goals•   Allocate resources – Facebook is not free...
FOLLOW PROMOTION GUIDELINES
SOCIAL MEDIA IS NOT JUST FACEBOOK•   facebook.com/SAS•   twitter.com/SAS•   YouTube.com/flySAS•   bit.ly/SAS-GooglePlus•  ...
ASK ME ANYTHING•   chk@sas.se•   +47 95 71 55 77•   @ckamhaug•   facebook.com/ckamhaug•   no.linkedin.com/in/ckamhaug•   b...
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ESTABLISHING & BUILDING A FACEBOOK PRESENCE

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Presentation held at the Airline Business New Commercial Models conference in London, 27. January 2012

Published in: Technology, Business
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ESTABLISHING & BUILDING A FACEBOOK PRESENCE

  1. 1. ESTABLISHING & BUILDING AFACEBOOK PRESENCELESSONS LEARNED FROM SASChristian Kamhaug @ckamhaugHead of Social MediaSAS Corporate Communicationstwitter.com/SAS | facebook.com/SAS | youtube.com/flySAS
  2. 2. EUROPE’S MOST PUNCTUALAIRLINE
  3. 3. IDENTIFYINGSTRATEGIES TO RAISEYOUR PROFILE &COMMUNICATE YOURCORPORATE MESSAGE
  4. 4. “We have a strategic plan– it’s called doing things” Herb Kelleher Southwest Airlines
  5. 5. SAS SOCIAL MEDIA OBJECTIVESAll communication within the social media arena shall support SAS business strategy & brand promise. 1. Decrease negative mentions in online conversations. 2. Make excellent branded content that tells our story and make it visible and sharable. 3. Establish SAS as an active and trustworthy company in online conversations. 4. Increase the traffic to our commercial web sites with the objective to convert traffic to customers. 5. ….and provide excellent customer service
  6. 6. WHAT MAKES A GOOD FACEBOOK-PRESENCE?• Visibility• Ideas• Follow-up• Customer service• Monitoring• Involvement• Branding• Sales
  7. 7. FIND OUT WHAT YOUR CUSTOMERS WANT –AND DELIVER!• Don’t over-sell• Be honest• Don’t spam• Remember to speak to your fans – that’s why they follow• Keep your promises• Find out who your key influencers are – and use them• Speak to your customers in their language
  8. 8. SAS FACEBOOK “LIKE” GROWTH FB Ads 100.000 Ashcloud 2 London snow AshcloudJanuary 2010 – January 2012Source: Facebook Insights
  9. 9. BOUGHT ADS DRIVE VIRAL GROWTH• Sponsored Stories drives likes & greatly increases reach• Viral growth increases following ads• Facebook ads have great ROI• Segmentation heaven!
  10. 10. ORGANIZING INTERNALTEAMS TO MANAGE NEWMEDIA COMMUNICATIONEFFECTIVLY
  11. 11. WHAT DO THE CUSTOMER WANT?• Quick & informed answers• Availability• A friendly environment• To be taken seriously
  12. 12. SOCIAL MEDIA AS A HUB HR Corporate Operations Cust omer Contact Communications Customer Social Marketing Relations Media Online Product Sales Development EuroBonus
  13. 13. WHAT TO LOOK FOR IN YOUR TEAM!• Wide knowledge-base• An interest in & understanding of social media• Wide internal network• Can-do attitude• Enthusiasm• Commercial thinking• Common sense
  14. 14. FACEBOOK MONITORING Internet Support Day-to-day replies Marketing & Communications Status updates & news Expert Team Functional experts
  15. 15. SET YOUR STANDARD & LIVE UP TO IT• Set your standard for responses• Publish it• Live up to it• Measure it• Apologize when you fail
  16. 16. MAKING & GENERATINGLOYALTY FROMFACEBOOK
  17. 17. LOCAL MESSAGES IN LOCAL LANGUAGES
  18. 18. SAS FACEBOOK SURVEY APRIL 2011 Are you more or less satisfied with SAS after following SAS on Facebook Much less satisfiedSomewhat less satisfied Much more satisfied Same as before 64% MORE satisfied Somewhat more satisfied 77% are EuroBonus members
  19. 19. CUSTOMERS HELP CUSTOMERS
  20. 20. HOW DO WE COMMUNICATE?• Consistent message in all channels• Folksy & charming• Try some humor• Drop no hooks – bite no hooks• Answer everything – positive as well as negative• Whrite only what you know – “I don’t know” is ok!• Be personal and care
  21. 21. A FEW TIPS & TRICKS
  22. 22. HOW TO SUCCEED (OR AVOID FAILURE)• Find your “enthusiast”• Set your goals• Allocate resources – Facebook is not free• Find your tone-of-voice & live up to it• Be among the 1%• Be honest• Set clear guidelines for your employees• Follow up
  23. 23. FOLLOW PROMOTION GUIDELINES
  24. 24. SOCIAL MEDIA IS NOT JUST FACEBOOK• facebook.com/SAS• twitter.com/SAS• YouTube.com/flySAS• bit.ly/SAS-GooglePlus• flysas
  25. 25. ASK ME ANYTHING• chk@sas.se• +47 95 71 55 77• @ckamhaug• facebook.com/ckamhaug• no.linkedin.com/in/ckamhaug• blogg.scanair.no• ckamhaug

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