Esitykseni MTL:n tilaisuudessa "Crowdsourcing – täyttä höttöä vai älykästä markkinointia?" Case Finnair: Quality Hunters.

1. Case Quality Hunters
Aku Varamäki, Social Media Manager, Twitter @akuvaramaki

3. Presentation / Firstname Lastname 1. lokakuuta 2012 3

4. 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

5. 5

6. OPEN INNOVATIONS –
CROWDSOURCING
Our aim with Quality Hunters has been to create an OPEN INNOVATION PROGRAM to improve the Finnair
offering – as well as the airport experience with Helsinki Airport - and create a genuine dialog with our key target
audience, business travelers.

9. 7 VIIKKOA
122 LENTOA
49 LENTOKENTTÄÄ

10. 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

11. 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

12. Top-voted ideas
• Meat-free Monday
• Magazine and book swap
• Boarding bracelet
• A public place for arts and performances
• Finnish Asian fusion kitchen

13. Tulokset

14. Media Hits
September 153
October 124
November 126
December 17
TOTAL 420
(in 22 chosen countries / regions)

15. Visitors
12 September – 18 December
• Uptime: 98 days
• About 1,949 unique visitors per day

16. 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

17. Yhteisöllinen
palvelukehitys

18. Book swap

19. Inflight veggie meal

20. 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?“ @mrsaroundworld
Presentation / Firstname Lastname 1. lokakuuta 2012 20

21. Mitä yhteisö vaatii meiltä
• @qualityhunters-Twitter-tili
• Sisällöntuotantoa ja yhteisön manageerausta
• Uusia viestintätaitoja ja avoimuutta

22. www.qualityhunters2.com

23. Kiitos!
Tsekkaa myös nämä:
www.twitter.com/qualityhunters
www.facebook.com/Finnair
www.twitter.com/Finnair
Twitter @akuvaramaki
Email anna-kaisa.varamaki@finnair.com