Tallinn Socialfest 2012 - Gunnar Mägi

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HOW TO GET ROI BY EMOTIONAL COMMITMENT VIA SOCIAL MEDIA?

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  • Here’s a quarter.Callsomeonewhocares.
  • From January to April 2012, Estonian Air increased its market share on regular flights in Tallinn Airport from 34.8% to 48.2%, making a total increase of 13.4% percentage points. The total market share of the airline increased to 44,6%, which is 16,6% percentage points higher compared to the same period last year.In the first four months of 2012, Estonian Air carried altogether 224 826 passengers, which is 33.3% more than during the same period last year. On regular flights Estonian Air carried 224 386 passengers, which is 39.98% more than last year.The number of Estonian Air passengers increased by total of 76,9%, compared to the year 2011.Estonian Air opened recently eight new destinations such as Hannover, Riga, Vienna, Helsinki, Joensuu, Jyväskylä, Kajaani and Thbilisi. On 9 May, the airline opens new route between Tallinn and Venice.
  • Kestrel (Tuuletallaja) 2834Bluethroat(Sinirind) 1501Barn Swallow (Suitsupääsuke) 1455Kingfisher (Jäälind) 1444
  • Crowdsourcing – My Estonian Air gaveus a fullyear’sworthofwork.
  • Newsletter, web, social
  • FB basedapplication.Extremelylowcostof marketing.Averageambassadorhas 240 friends.Tiers, badges, points for gamificationFullprofile data.Average Ambassador engages withthe app 8 times per month.100% of the content an Ambassadorpushes reaches their friends via thenews feed. Recipients or friendsmay manually filter the content.Easily reward anyone with points,for getting the App.50% Estonians, 50% foreigners22 100 pieces of content shared5 532 500 times have been seen the content
  • Youcanmakepeopleeat peas and bestungbythebeesiftheycareaboutthetopic.Ourassociations are trust, quality, nationality, sustainability, posititivesurprisesetc. Welikebeingidealistic, thinkbig and careaboutlittlekidsflying for cancertreatments.Wehavebirdpicturecompetitions at ourgates. Wespeaktotheornitologypeople on thefirstnamebasisAnd wecareaboutFinnscaringabout. And we sponsor hockeythere.What are yours?
  • Youcanmakepeopleeat peas and bestungbythebeesiftheycareaboutthetopic.Ourassociations are trust, quality, nationality, sustainability, posititivesurprisesetc. Welikebeingidealistic, thinkbig and careaboutlittlekidsflying for cancertreatments.Wehavebirdpicturecompetitions at ourgates. Wespeaktotheornitologypeople on thefirstnamebasisAnd wecareaboutFinnscaringabout. And we sponsor hockeythere.What are yours?
  • Tallinn Socialfest 2012 - Gunnar Mägi

    1. 1. Talk To Their Heart -How To Get ROI by Emotional Commitment Through Social Media Gunnar Mägi -Development & Marketing Estonian Air 01.06.2012
    2. 2. ABOUT ESTONIAN AIR Everybody is a shareholder Awarded with Platinum-Airline status by IATA 2009 World Record in cost cutting 2012 one of the fastest growing airlines in the world World’s fastest new aircraft type implementation
    3. 3. MAP
    4. 4. POSITIVE EXAMPLE OF SOCIALCOMMITMENT The name campaign for our new Embraers 2 phases: Propose a name Choose among the 20 most popular names Channels: Facebook + Facebook of “Ringvaade“ Twitter Newsletter www.estonian-air.ee Unpaid media coverage
    5. 5. POSITIVE EXAMPLE OF SOCIALCOMMITMENT 12 000 participants= ~3% of Estonian FB users Free media coverage in Estonia and also outside: 16 articles in Estonia 11 articles abroad (Russia, Ukraine, Latvia, Norway, USA) 1400 new newsletter subscribers Investment: Free flight tickets (prizes) 0 EUR Why did it turn out so popular – among people AND media? Keyword: social commitment Unsaid message: we want you, Estonians, to choose the names of the aircrafts of the national carrier. Crowd-sourcing is appealing. Emotion
    6. 6. POSITIVE EXAMPLE OF SOCIALCOMMITMENT So what? There was no sales. 1400 new newsletter subscribers NB! „Joining our newsletter“ was not the main message Newsletter vs Facebook as sales channel: Quality vs quantity Compared to liking pages people choose more carefully which newsletters they subscribe compared to avoid the information overload in their mailbox -> valuable customers “Banner blindness“ in Facebook Time relevance in Facebook – when you post your message at the time when your client is more likely to miss it. Mailbox is static in a sense that the messages will not disappear from your Inbox when some time goes by
    7. 7. POSITIVE EXAMPLE OF SOCIALCOMMITMENT Examples of own channel campaigns: St Valentine´s Day Campaign - €132000 Independence Day campaign – €178000 Finnish market 99 EUR – €30000
    8. 8. WHAT IN THE WORLD IS AirScore? Share-and-get-awarded FB based application. Extremely low cost of marketing. Average ambassador has 240 friends. Tiers, badges, points for gamification Full profile data. Average Ambassador engages with the app 8 times per month. 100% of the content an Ambassador pushes reaches their friends via the news feed. Easily reward anyone with points, for getting the App. Statistics: 3300 people have joined and share with 483 000 unique contacts
    9. 9. WHAT IN THE WORLD IS AirScore? 2011 Best social media campaign. Mega Awards. Miami, FL, USA 2011 Best Airline driving revenue via social media. SimpliFlying Annual Awards for Excellence in Social Media. Amsterdam, Holland 30,000+ votes from 4500+ cities to 69 nominations 2011 3rd place. Best Use of Social Media. Flightglobal Aviation Web Awards (Webbies).London, England.
    10. 10. NEGATIVE EXAMPLE OF SOCIALCOMMITMENT
    11. 11. NEGATIVE EXAMPLE OF SOCIALCOMMITMENT Hockey campaign Call to Action: join our newsletter and win free tickets to Ice Hockey World Championship. Paradox: people joined because the action was rewarded, but the winners didn´t take out the prize. What went wrong? Ice hockey in Estonia is not yet a popular sport. Expensive product No emotional connection
    12. 12. LESSONS LEARNED Move what you care about in your company values into your marketing efforts. Stay in touch with your customers. Associate yourself with something/someone that people already care about. What if my struggling rock band’s website had a quote from Ott Lepland, “One of the most innovative bands of 2012″? Jackpot!! Emotional social commitment + good product= max ROI

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