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Analysis of WestJet's Use of Social Media


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Here is a case study on WestJet's us of Social Media. Its no secret that WestJet has a top creative team supporting their effort. Looking beyond some of their viral videos, we can see that the airline is doing much more than making us laugh. Take a look and see how they handle crises, customer service, revenue generation and more via social media. This presentation has a strong focus on Twitter. I completed this in the context of some graduate studies I was completing in February 2015.

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Analysis of WestJet's Use of Social Media

  1. 1. Prepared by Jonathan Bagg
  2. 2. BestViral Campaign 2014 Christmas MiracleVideo Best Customer Service 2013 Best Activity Generating Brand Awareness 2014 Best Activity Generating BrandVolume 2014 Best Use of Social Media 2014 Simpliflying BestAirline on Social Media 2014 (Finalist)
  3. 3. 0 200,000 400,000 600,000 Facebook (Page Likes) Twitter (Followers) Likes/Followers
  4. 4. 0 10,000 20,000 30,000 40,000 50,000 YouTube (Subscriptions) Instagram LinkedIn Followers/Subscribers
  5. 5. Employees empowered to contribute positively to the company reputations, guided by a not-overly prescriptive social media policy.
  6. 6. “It is in a company’s own best interests to behave ethically and talk candidly. Shinning that kind of light on a company where people work hard, believe in what they do, in a manner of which they can be proud will pay dividends to that organization.” (Holtz, 2009)
  7. 7. Many customers see themelves as WestJetters
  8. 8. Loyal customers are a part of the fun experience.
  9. 9. • Christmas Miracle: 41M+ views for first video, 3M+ for second. • Entertaining, feel good – provides positive exposure well beyond customer base. • Drives revenue: bookings in the period following the Christmas Miracle video increased 77 per cent and revenue increasing 86 per cent from the prior year.
  10. 10. • Keeps many looking forward to the next time “WestJet does it again”. • Speaks to people wanting to have fun and associates fun with the brand. No frill flying doesn’t have to mean no fun flying.
  11. 11. The April Fool’s videos, which are associated with a single-day sale, bring in millions in revenue.
  12. 12. Most issues responded to within minutes.
  13. 13. When service can’t be perfect or conditions are less than ideal, they make exceptions.
  14. 14. • Great, sincere and humouristic effect of having employees and leaders read real tweets – both good and bad. • Call to action encouraging people to engage them on social with the WestJet hashtag.
  15. 15. WestJet Flight 2154 – January 10, 2015. Vancouver to Puerto Vallarta. Transponder is squawking the hijack code according to public radar tracking service.
  16. 16. • At least20 additional tweets were issued directly to followers with #WS2154. • Many more without the #.
  17. 17. Quick response gets noticed.
  18. 18. Polar Vortex Continued. Regularly updated blog.
  19. 19. Give publics an incentive to participate. Limit one-way advertising. Don’t force people to spam their own networks to participate #BlueTag offers exclusive to social.An added incentive to follow.