Finnair case quality_hunters_aku_varamäki

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Finnair case quality_hunters_aku_varamäki

  1. 1. Case Quality HuntersAku Varamäki, Social Media Manager, Twitter @akuvaramaki
  2. 2. Presentation / Firstname Lastname 2. lokakuuta 2012 3
  3. 3. Commercial utilisation of social media TARGET MECHANIC MOOD Buy targeted Sales at finnair.com impressions and optimise SHORT TERM Recruit fans, Sales at finnair.com engage & offer MEDIUM TERM BRAND EQUITY Bond 4
  4. 4. 5
  5. 5. OPEN INNOVATIONS –CROWDSOURCINGOur aim with Quality Hunters has been to create an OPEN INNOVATION PROGRAM to improve the Finnairoffering – as well as the airport experience with Helsinki Airport - and create a genuine dialog with our key targetaudience, business travelers.
  6. 6. 7 VIIKKOA122 LENTOA49 LENTOKENTTÄÄ
  7. 7. www.qualityhunters2.com• Total amount of posts: 576 – about 15,9 per day• Post by the Quality Hunters: 552 – About 13,7 per day• Posts by the Guest Writers: 24• Total amount of comments: 5,508 – About 131 per day
  8. 8. Shortlisted Ideas• Meat free Monday business meetings airport and onboard• Magazine and book • Theme flights • Finnair / Helsinki Airport swap • Acknowledge birthdays themed products• Boarding bracelet and anniversaries • Communication cards• A public place of the • Destination information on plane arts and performances • New meal options for • Bring Finnish nature• Finnish Asian fusion the airport and flights to the airport kitchen • Activity / action centre • Airport casino• Fresh deli mobile unit • Strategic theming of • Personal shopping• An ongoing online gates assistant service development • Airport Hostel • An intermediary class platform • On-board private hiding for Finnair• Airport Explorer place Service app • Micro communication• Audiobooks or e- at all touchpoints magazines • Develop• Organising random announcements at the
  9. 9. Top-voted ideas• Meat-free Monday• Magazine and book swap• Boarding bracelet• A public place for arts and performances• Finnish Asian fusion kitchen
  10. 10. Tulokset
  11. 11. Media HitsSeptember 153October 124November 126December 17TOTAL 420(in 22 chosen countries / regions)
  12. 12. Visitors 12 September – 18 December • Uptime: 98 days • About 1,949 unique visitors per day
  13. 13. Statistics * Around thins point the Quality Hunters stopped writing blog posts. (Beginning of December) * • Total mentions: 9,140 • Following: 996 • Tweets from @QualityHunters: 2,855 • Followers: 895 • Tweets from the community: 6,285 • Listed: 33 • Total Reach: 9,607,343 16
  14. 14. Yhteisöllinenpalvelukehitys
  15. 15. Book swap
  16. 16. Inflight veggie meal
  17. 17. Mitä QH on nyt? • “Reach” yli 35 miljoonaa • 24,212 Twitter “mentions”/mainintaa @ • Elävä yhteisö • Joukko ilmaisuvoimaisia, uskollisia brändin suurlähettiläitä "It was nice to be recognized by the airline but being part of this company’s social network meant more to me than they would ever know.[...] And I have to admit… every time I walk past a Finnair check-in desk… I smile. I am even thinking about a trip to Finland. After all, I really have to see that book- swap lounge, right?“ @mrsaroundworldPresentation / Firstname Lastname 2. lokakuuta 2012 20
  18. 18. Mitä yhteisö vaatii meiltä• @qualityhunters-Twitter-tili• Sisällöntuotantoa ja yhteisön manageerausta• Uusia viestintätaitoja ja avoimuutta
  19. 19. www.qualityhunters2.com
  20. 20. Kiitos!Tsekkaa myös nämä:www.twitter.com/qualityhunterswww.facebook.com/Finnairwww.twitter.com/FinnairTwitter @akuvaramakiEmail anna-kaisa.varamaki@finnair.com

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