Tweeting Your Way To Success
DAA’s Twitter Accounts@DublinAirport  28,700 followers@Cork_Airport 3,200 followers@TheLoopShopping 700 followers@A...
Every Journey Begins ...
The Fat ControllerTweet ●   a tweet is a message on Twitter, max 140 charactersFollow ●   You opt in to have access to som...
Just One Problem
Dublin Airport On Twitter             6
Baby Steps
Finding Our Feet
Lightbulb Moment 1 – Feb 26 2011
Peer Misconceptions
The Benefits of Initial Disinterest Communications owned it We had freedom to fail Journalistic sensibilities  Tone is...
What We Opted For On TwitterEngagementPassenger informationNewsCrisis CommunicationsCommercial promotionsDriving tra...
Don’t Miss The Point
Rule 1 - It’s All About The Story
Rule 2 - It Always Has Been
Rule 3 – No Snake Oil
Rule 4 – In House + No Interns
Stories for Boys – And Girls
Lightbulb Moment 2
Better Than A Press Release
Route To New & Old Media Twitter is replacing traditionalnews gathering Twitter often well ahead of newscycleNew news w...
Good For Managing Message In A Crisis
Sometimes You Have To Compromise
The Perfect Twitter Story Lost Euro 2012 ticketsOliver Coughlan trendingworldwide Story went viral Positive PR for Dub...
Poland    CanadaRomania     Indonesia
Our First Major Social Media Campaign                    27
Achieved Its Core Targets
How Are We Doing& How We Measure It?
A Strong Player on Twitter                  Selected Airports’ Twitter Followers Heathrow                                 ...
Four Social Media Award Nominations                   31
Award-Winning Twitter Feed    The Judges’ View“Feed   has a strong sense ofplace, with its own distinct voice... in a leag...
Management & Analytics
Rule 5 – Careful With Scheduling
We Know WhichTweets Engage
And Much More Besides
BOGOF – It Works on FBToo
FacebookActive for 6 months  Long battle to get FB place name & user name back 18K Likes32% engagement  0% engagement...
Look Who’s Talking          Selected Airports’ Facebook Engagement (%) Heathrow               9    Changi                 ...
On Other Platforms TooGoogle +Linked InPinterest Instagram SoundCloudFlickrVimeo
Rule 6: Nobody Knows Anything
Thank You & Questions
How Dublin Airport Tweets its way to success
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How Dublin Airport Tweets its way to success

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Dublin International Airport is one of the top few airports on Twitter in the world. In this presentation, Paul O'Kane, the Head of Communications for DAA, shares how the airport has used social media to build ambassadors, deal better with crises and power its PR machine. The presentation was originally shared at ACI Europe's Digital Workshop, held in Brussels in Feb 2013.

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How Dublin Airport Tweets its way to success

  1. 1. Tweeting Your Way To Success
  2. 2. DAA’s Twitter Accounts@DublinAirport  28,700 followers@Cork_Airport 3,200 followers@TheLoopShopping 700 followers@ARIRetail 84 followers (not active)
  3. 3. Every Journey Begins ...
  4. 4. The Fat ControllerTweet ● a tweet is a message on Twitter, max 140 charactersFollow ● You opt in to have access to someone’s tweetsMention ● You mention an account by preceeding it with an @ - @DublinAirport, @LadyGaga, @wallacemickRetweet ● Sharing somebody else’s tweetHastag ● A hastag # categorises a tweetTrending ● What’s being talked about on Twitter 4
  5. 5. Just One Problem
  6. 6. Dublin Airport On Twitter 6
  7. 7. Baby Steps
  8. 8. Finding Our Feet
  9. 9. Lightbulb Moment 1 – Feb 26 2011
  10. 10. Peer Misconceptions
  11. 11. The Benefits of Initial Disinterest Communications owned it We had freedom to fail Journalistic sensibilities  Tone is vital Little outside interference But what to do?
  12. 12. What We Opted For On TwitterEngagementPassenger informationNewsCrisis CommunicationsCommercial promotionsDriving traffic to DUB siteThought leadershipCustomer Service
  13. 13. Don’t Miss The Point
  14. 14. Rule 1 - It’s All About The Story
  15. 15. Rule 2 - It Always Has Been
  16. 16. Rule 3 – No Snake Oil
  17. 17. Rule 4 – In House + No Interns
  18. 18. Stories for Boys – And Girls
  19. 19. Lightbulb Moment 2
  20. 20. Better Than A Press Release
  21. 21. Route To New & Old Media Twitter is replacing traditionalnews gathering Twitter often well ahead of newscycleNew news websites withinteractive content focussed onmobile devices & social media We’re in the content business
  22. 22. Good For Managing Message In A Crisis
  23. 23. Sometimes You Have To Compromise
  24. 24. The Perfect Twitter Story Lost Euro 2012 ticketsOliver Coughlan trendingworldwide Story went viral Positive PR for DublinAirport/DAA We reunited tickets & ownerwithin a couple of hours
  25. 25. Poland CanadaRomania Indonesia
  26. 26. Our First Major Social Media Campaign 27
  27. 27. Achieved Its Core Targets
  28. 28. How Are We Doing& How We Measure It?
  29. 29. A Strong Player on Twitter Selected Airports’ Twitter Followers Heathrow 132,172 Gatwick 54,731Manchester 52,121 Dublin 28,674Warsaw CH 27,591 LAX 20,982 Boston 15,961 CDG/Orly 12,586 Schiphol 9,523 Frankfurt 6,742 0 20,000 40,000 60,000 80,000 100,000 120,000 140,000 30
  30. 30. Four Social Media Award Nominations 31
  31. 31. Award-Winning Twitter Feed The Judges’ View“Feed has a strong sense ofplace, with its own distinct voice... in a league of its own”
  32. 32. Management & Analytics
  33. 33. Rule 5 – Careful With Scheduling
  34. 34. We Know WhichTweets Engage
  35. 35. And Much More Besides
  36. 36. BOGOF – It Works on FBToo
  37. 37. FacebookActive for 6 months  Long battle to get FB place name & user name back 18K Likes32% engagement 0% engagement 6 months ago560K check-ins
  38. 38. Look Who’s Talking Selected Airports’ Facebook Engagement (%) Heathrow 9 Changi 10Manchester 11 Frankfurt 11 Gatwick 13 LAX 14 Boston 22Warsaw CH 27 Dublin 32 0 5 10 15 20 25 30 35
  39. 39. On Other Platforms TooGoogle +Linked InPinterest Instagram SoundCloudFlickrVimeo
  40. 40. Rule 6: Nobody Knows Anything
  41. 41. Thank You & Questions

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