Singapore Airlines A380 Emergency Landing


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Singapore Airlines A380 Emergency Landing

  1. 1. Singapore Airlines A380 Emergency Landing Social Crisis Management Case Study We Believe in Thinking Differently about Aviation
  2. 2. The Singapore Airlines A380 Emergency Landing On the 6th of January 2014, a Singapore Airlines A380 flying between London and Singapore had to divert to Azerbaijan due to a loss of cabin pressure. As we have often highlighted in our previous crises management decks, social media once again played an important role in the crisis communication.
  3. 3. What happens on Twitter… To help our airlines better understand how people use social media in these situations, we focus this analysis on the different “types” of users we see during emergencies, and how airlines can best engage them. …often makes the news!
  4. 4. The Different Social Personas in the SIA A380 situation We Believe in Thinking Differently about Aviation
  5. 5. When we analyzed the Asiana incident in SFO we highlighted how passengers were increasingly likely to share images even after escaping something dramatic like a plane crash. In this incident we saw this trend reach new heights with the arrival of the “in-flight oxygen mask selfie”. Needless to say the image was quickly picked up by the media.
  6. 6. The quick thinking BBC journalist The first journalist to pick up the selfie was BBC’s Tony Brown who even managed to surprise the original poster with his fast reaction. At that time this was one of the only 2 tweets that could be found, a further testament to the need for airlines to react immediately to these crises as journalists will not wait for official statements.
  7. 7. Journalists will often latch on to passengers who tweet heavily or who are the first to tweet. In the example shown on the right, the passenger sent over 35 tweets with updates on the situation. This kind of passenger behavior is very common as stranded passengers find themselves with nothing to do, plenty of time and a need to let others know what is happening, including the media!
  8. 8. The angry passenger While some twitter users tend to focus on the facts, trying to update the world about their situation, others use the social network to complain. Understandably levels of stress, anger and reactions vary greatly depending on the situation
  9. 9. The thankful At the opposite end of the scale we find those who take to Twitter to say thanks for having escaped a potential tragedy of just for the efforts made by the airline’s staff. Although these users are usually a minority, they can become a significant component with some strong brands, as it happened in this situation.
  10. 10. The helpful advocate Sometimes fans of the brand will step in to help the company and answer some of the queries or fight back at users who are being very negative. Once again this only tends to happen in the case of very strong brands with a well established fan-base.
  11. 11. The concerned relative Even when the passengers themselves are not tweeting of Facebooking, we often see relatives using social networks to receive information. In this case, Singapore airline was able not only to reply to the initial enquiries but also to provide updates as the situation evolved.
  12. 12. How did Singapore Airlines perform in the crisis? Singapore Airlines did well in being quick to post the first announcement on Facebook, then Twitter. This was then constantly updated as they learnt more about the incident. Many passengers and their relatives were replied to promptly on the official pages.
  13. 13. How can you be better prepared for the next crisis? Find us on: Twitter Facebook Linkedin We Believe in Thinking Differently about Aviation
  14. 14. Identify the personas you need to deal with, and be prepared! Every crisis has common elements – from the personas, to airport chaos. And airline marketers looking to stay ahead of the game should be prepared to deal with this. This deck should provide insight into the minds of the different personas during a crises. And the infographic on the next slide provides a larger framework.
  15. 15. Download full infographichere
  16. 16. American Airlines Flight 24 Download full infographichere
  17. 17. For more case-studies: www.SimpliFlying.comhas worked with over 40 airlines and airports globally SimpliFlying on customer engagement strategy. If you’re keen to ensure that your crises management strategy remains relevant, get in touch to learn more about our consulting and training services. Helping airlines & airports engage travelers profitably