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Top 10 Airports on Social Media - The 2012 Edition


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How Airports are responding to the changing times and engaging customers profitably on social media

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Top 10 Airports on Social Media - The 2012 Edition

  1. 1. Top 10 Airports on Social Media The 2012 EditionHelping airlines & airports engage travelers profitably
  2. 2. Case-study 1Helsinki Airport: Quality Hunters 2
  3. 3. A famous initiativeQuality hunters is perhaps the most well known example of airportcrowdsourcing and it’s not hard to understand why, especially looking atthe incredible number of initiatives that it helped generate.
  4. 4. How it worksThe idea behind this initiative is a simple one: improve the airportexperience not only FOR customers but WITH the customers. To do sothe airport selected a group of “quality hunters” and gave each of themthe task of monitoring a specific area of improvement.
  5. 5. The Book SwapOne of the most eye catching initiatives that came out of thiscrowdsourcing effort is the Helsinki Airport book swap that wasdesigned by the quality hunters team using Pinterest as a source ofinspiration and place for debate.
  6. 6. There’s much moreHowever the book swap but it is by no means the only result of thisinitiative. The over 260 Ideas submitted helped improve all areas ofthe airport ranging from security screening to vegetarian meals.
  7. 7. Case-study 2Dublin Airport: Dubliners
  8. 8. Location Location LocationLocation is an extremely importantelement for airports as theirsuccess is based entirely on thenumber of people travelling to andfrom them. For this reason Dublinairport decided to embrace itstown’s identity by supporting atheatrical adaptation of JamesJoyce’s Dubliners at the DublinTheater Festival.But it did so with a twist, thatinvolved 3 major social networks:Twitter, Pinterest and SoundCloud.
  9. 9. A brand reinforcement exerciseThe idea behind this campaignwas not only the promotion ofthe event but the strengtheningof the town’s image and buildinglinks between the airport and itslocal community.The airport started by givingaway 150 copies of the famousJames Joyce novel by leaving 5books per day in various spotsaround the airport with a post-itnote saying “take me, I’m free”.
  10. 10. Share to winPassengers who found the books wereinvited to share pictures of where theytook the book during their travels. Theimages would then be re-shared by theairport trough its Pinterest, and Twitteraccounts thus raising awareness not onlyof the airport and its town but also of thedestinations that could be reached.
  11. 11. SoundsFurthermore, with a rather unusual butinnovative idea, the airport added a newdimension to its campaign by includingsound and regularly sharing little “audiovignettes” on SoundCloud in which actorsread short extracts of the book.
  12. 12. Case-study 3Gatwick Airport
  13. 13. A Sound IdeaAnother innovative airportthat decided to leverageSoundCloud was GatwickAirport that used thisplatform as a tool to keep itsyoungest travelers busy.As a way to keep the stresslevels of parents (and nearbytravelers) low, the airportfound a creative way to shareaudio-stories and keepchildren busy while theywaited.
  14. 14. Reaching out to authorsThe Airport asked children’s authors to submit their stories through adedicated e-mail address. Once filtered, those who are voted as the bestare uploaded on the airport’s SoundCloud account on an ongoing basis.Each week a new story is voted for and recorded.
  15. 15. A welcome initiativeVisitors at the airport are greeted bysigns like the one shown here thatprovide a QR code that re-directs tothe airport’s SoundCloud account.So far 14 stories have been publishedin the “Gatwick Fairytales”collection, ranging from under aminute to over half an hour in length.The most popular track has beenplayed over 200 times.
  16. 16. Case-study 4San Diego: A Pinteresting airport
  17. 17. PinterestIn previous articles we’ve highlighted how Pinterest has a very goodpotential as destination marketing platform, and have suggested howairlines could be using it to promote themselves. We’ve now found anairport that has decided to leverage it to reinforce its image as a greatdestination.
  18. 18. Positive imageThrough Pinterest the airport was able to portray the best aspects of itshome town and the destination its serves, encouraging people to share.
  19. 19. BloggingSAN also used Pinterest as a way topromote posts from its award-winningemployees’ blog and other local bloggers.
  20. 20. Case-study 5Amsterdam Schiphol: Share your Food
  21. 21. RestaurantsLarge airports like Amsterdam Schiphol know all too well how importantthe restaurants inside their halls are. They provide both a source ofrevenue for the airport and keep waiting passengers well-fed and busy.
  22. 22. Social ResponsibilityHowever they also know how eager these restaurants are to getnoticed, as well as the importance of being seen as an airport that takescare of people all over the world, especially those who are most in need.
  23. 23. A perfect exchangeThe airport designed a neat campaign where users could share a mealfrom their favorite airport restaurant on Facebook, and in exchange therestaurant would donate a meal to a child in need (via Unicef)In this win-win solution:• The restaurants raise awarenessof their food• Users who share feel good fordoing a good thing,•The airport gets a positive brandassociation and•Children in need are helped.
  24. 24. Case-study 6Singapore Changi: via Singapore
  25. 25. Neither origin nor destinationIn the case of some airports like Singapore Changi, being a point oforigin and destination for travelers is often just part of the story as alarge proportion of their traffic (and earnings) comes from transit traffic.
  26. 26. Transit trafficSingapore’s Changi Airport created a website dedicated exclusively topassengers who pass through Singapore on their way to otherdestinations.
  27. 27. The perfect place to stopThe site provides plenty of resources, travel guides and information forthose travelling in the region as well as portraying the airport as theideal transit place.
  28. 28. Case-study 7Kansas City Airport
  29. 29. Car Vs PlaneCan a car be faster than a plane? At Kansas City Airport they realizedthat quite a few people must think so and hence choose to drive tocertain short-haul destination instead of flying. To find out the truththey decided to set up a challenge…
  30. 30. Car dealership vs. Social Savvy airlineWith the cooperation of a local car dealership for the “car team” and asocial savvy airline (Southwest Airlines) for the “plane team” the airportset up the race between two iconic buildings of Missouri 249 miles apart.The rules were simple:The car could notspeed and the planepassenger had to be atthe airport at least 1hbefore the flight andonly use publictransport.
  31. 31. Buzz and victoryIn the end the plane-team won and in the process the airport gainedover 100,000 impressions, 200+ direct mentions, 150+ followers and aconsiderable amount of buzz, including TV coverage on arrival.
  32. 32. Case-study 8Melbourne Airport: @MelbFlightDeals
  33. 33. Deal curatorsFor those airports that wish to attract more direct traffic an interestingtactic is that of becoming “deal curators” by offering users the chance tofind the lowest rates to and from the airport all in one place. This isexactly what Melbourne airport does on the @MelbFlightDeals twitterhandle.
  34. 34. There’s moreThe airport also provides the sameservice on its website reinforcing itwith a series of dedicated travel tools.
  35. 35. Case-study 9Warsaw Airport
  36. 36. An Innovative AirportAs surprising as it may sound to some, one of the best social mediaairports in Europe is not one of the continent’s major hubs but rather amore modest but enthusiastic airport: Chopin Airport of Warsaw, Poland
  37. 37. Multi platform approachThis airport has keenly started using a variety of platforms ranging fromFacebook to Pinterest and Google Plus, but always kept a clear focus andstrategy making its efforts particularly successful.
  38. 38. Crisis managementThe airport also demonstrated exceptional crisis managementcapabilities when a LOT 767 landed wheels up, blocking all the airport’sflights and attracting considerable media and public attention.
  39. 39. Case-study 10Aberdeen Airport
  40. 40. Small but focusedAnother airport that was able to achieve good results by keeping itsstrategy focused has been the Scottish airport of Aberdeen
  41. 41. The Cloud that started it allLike many airports Aberdeen started using social media to communicatewith passengers during the famous Icelandic ash crisis that closed mostof Europe’s airspace for days.
  42. 42. Quick replies and trainingSince then the airport has scaled its efforts to communicate with itspassengers and even trained their duty managers to respond out ofhours to make sure the airport’s users get an almost immediate replyon social media.
  43. 43. For more Helping airlines & airports engage travelers profitably