RYANAIRA social media crash? Milou Hamels – van Gaans @milouhamels
Social Media A sketch of the social media landscape• Media landscape is changing: traditional internet• Special role for social media: user generated content• How people are being influenced is changing• Different levels of participation (Technographics ladder)• Different types of users: connectors, mavens, salespersons
Online reputation management From sending to responding• Reputation management: the strategy to create a positive image among target groups or to avoid a negative one• Social media reputation of an organisation more and more in the hands of the public “You are what they say you are”
Social media monitoring What to do with all that buzzListen!• Find out what people are saying about your brand: what are the topics being discussed, is the sentiment positive or negative What is your online reputation?• Find out where people are talking: which sources does your target group use to communicate online?• Generate new ideas.• Compare your online reputation with those of your competitors.• Manage a crisis.
Coosto Dive deeper to discover more1. SOCIAL MEDIA MONITORING Insights in status quo & long term development Application competitive analysis, brand reputation trend research, process optimalisationJacques Cousteau not the ocean, but the social web
Coosto Dive deeper to discover more2. WEBCARE Control about everything people express about your brand on the web Application online customer service & reputation management (webcare), crisis monitoring
Budget airlines in the social media Activity & sentiment Q 1 - 3
Response of ryanair Radio silence on the social media• Reaction Ryanair: Program not trustworthy Official report incidents Valencia states that safety requirements were met First responsibility to not fly while being sick lies with the pilot himself• First official reaction only 2 days after the first episode of the documentary.• Reaction only by official press release.• No reactions on social media attention.
Lessons learned Do not ignore the crisis that develops online• Monitoring the social media has become an essential part of crisis management.• By showing the online crowd that you listen to them, you can create goodwill doing something is better than doing nothing.