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Top 10 Crisis Management
                     Case Studies
                                         Featuring:




Helping airlines & airports engage travelers profitably

                                                http://www.SimpliFlying.com
               http://www.SimpliFlying.com
Case-study 1
Wheels-Up landing – Warsaw Airport
Keeping people informed
       When	
  a	
  crisis	
  takes	
  place	
  the	
  single	
  most	
  important	
  thing	
  to	
  keep	
  in	
  mind	
  is	
  the	
  need	
  
 to	
  provide	
  a	
  constant	
  flow	
  of	
  informa7on.	
  In	
  November	
  2011	
  when	
  a	
  LOT	
  767	
  suffered	
  
         a	
  landing	
  gear	
  malfunc7on,	
  Warsaw	
  airport’s	
  social	
  media	
  team	
  gave	
  a	
  text	
  book	
  
                           demonstra7on	
  of	
  how	
  social	
  media	
  can	
  be	
  used	
  in	
  a	
  crisis.	
  
                               	
  
	
  	
  




                                                                                                        www.SimpliFlying.com
Using social media to reach more people
 With	
  the	
  emergency	
  situa7on	
  being	
  broadcasted	
  live	
  on	
  TV	
  the	
  airport’s	
  call	
  center	
  
    and	
  website	
  were	
  overloaded	
  but	
  the	
  social	
  media	
  team	
  was	
  able	
  to	
  use	
  both	
  
Facebook	
  and	
  TwiLer	
  to	
  keep	
  users	
  informed	
  of	
  the	
  situa7on,	
  thus	
  easing	
  the	
  load	
  on	
  	
  
                                            “tradi7onal”	
  channels.




                                                                                                www.SimpliFlying.com
Avoiding the spread of false rumors
Furthermore,	
   social	
   media	
   allowed	
   the	
   airport	
   to	
   engage	
   users	
   into	
   conversa7ons	
   and	
  
provide	
  more	
  accurate	
  informa7on	
  thus	
  avoiding	
  the	
  spread	
  of	
  false	
  rumors/info	
  and	
  
ul7mately	
  improving	
  the	
  user	
  experience	
  	
  




                                                                                               www.SimpliFlying.com
Case-study 2
Partial Fleet Grounding – Frontier Airlines
Ice pellets vs Aircrafts

When	
  a	
  storm	
  hits	
  an	
  airline’s	
  
major	
  hub	
  it	
  is	
  reasonable	
  to	
  
expect	
  some	
  flight	
  delays.	
  
However,	
  what	
  if	
  that	
  storm	
  
happens	
  to	
  carry	
  golf-­‐ball-­‐
sized	
  ice	
  pellets,	
  and	
  damages	
  
one	
  third	
  of	
  their	
  fleet?	
  
	
  
The	
  solu7on	
  was	
  found	
  by	
  
Fron7er	
  Airlines	
  in	
  social	
  
media.	
  




                                                               www.SimpliFlying.com
Two easy steps

The	
  airline	
  knew	
  from	
  the	
  start	
  that	
  a	
  
lot	
  of	
  passengers	
  were	
  going	
  to	
  arrive	
  
at	
  the	
  airport	
  only	
  to	
  find	
  out	
  that	
  
their	
  flights	
  had	
  been	
  cancelled.	
  In	
  
order	
  to	
  reduce	
  the	
  nega7ve	
  
sen7ments,	
  they	
  started	
  using	
  social	
  
media	
  to	
  disseminate	
  informa7on.	
  
	
  
Step	
  1:	
  Keeping	
  people	
  informed	
  
	
  It	
  reduced	
  stress	
  and	
  helped	
  
customers	
  understand	
  what	
  was	
  
going	
  on.	
  	
  
	
  
	
  	
  

                                                                  www.SimpliFlying.com
Listen, Empower, Engage.
They	
  also	
  knew	
  that	
  passengers	
  
were,	
  understandably,	
  going	
  to	
  be	
  
angry	
  and	
  complain	
  about	
  it	
  on	
  the	
  
social	
  web.	
  So	
  they	
  used	
  Radian	
  6	
  to	
  
track	
  down	
  any	
  men7on	
  of	
  Fron7er	
  
and	
  address	
  the	
  complaints.	
  
	
  
Step	
  2:	
  Being	
  proac@ve	
  and	
  
empowering	
  their	
  social	
  media	
  
team	
  	
  
The	
  employees	
  were	
  empowered	
  to	
  
help	
  customers	
  re-­‐book	
  their	
  flights	
  
through	
  TwiLer	
  and	
  Facebook.	
  	
  	
  




                                                                www.SimpliFlying.com
Case-study 3
Ash Cloud – Eurocontrol
Eyjafjallajökull

In	
  April	
  2010	
  the	
  unpronounceable	
  
name	
  of	
  the	
  Icelandic	
  volcano	
  
EyjaXallajökull	
  suddenly	
  became,	
  
for	
  all	
  the	
  wrong	
  reasons,	
  a	
  very	
  
familiar	
  one,	
  especially	
  for	
  the	
  eyes	
  
and	
  ears	
  of	
  airline	
  staff	
  and	
  
passengers.	
  	
  
                               	
  
                               	
  
Thankfully	
  however,	
  at	
  exactly	
  the	
              Vs.	
  
same	
  7me,	
  and	
  this	
  7me	
  for	
  the	
  
right	
  reasons,	
  a	
  TwiLer	
  handle	
  also	
  
became	
  famous	
  	
  



                                                               www.SimpliFlying.com
A reference point for all stakeholders
While	
  several	
  airlines	
  did	
  a	
  good	
  job	
  at	
  keeping	
  their	
  customers	
  informed,	
  it	
  was	
  the	
  
@eurocontrol	
  TwiLer	
  handle	
  that	
  provided	
  the	
  most	
  up	
  to	
  date	
  informa7on	
  on	
  the	
  
crisis.	
  Furthermore,	
  since	
  most	
  of	
  the	
  tradi7onal	
  lines	
  of	
  communica7on	
  were	
  heavily	
  
overloaded	
  it	
  became	
  an	
  important	
  reference	
  point	
  for	
  airlines,	
  airports	
  and	
  their	
  
staff.




                                                                                                www.SimpliFlying.com
Constant crisis management
Since	
   the	
   volcano	
   crisis	
   the	
   @eurocontrol	
   handle	
   has	
   become	
   a	
   reference	
   point	
  
for	
  air	
  travel	
  disrup7on	
  in	
  Europe	
  and	
  in	
  recent	
  7mes	
  it	
  has	
  handled,	
  amongst	
  
others,	
  the	
  following	
  crises:	
  	
  
	
  
       Ø  North	
  African	
  revolu@ons	
  and	
  subsequent	
  airspace	
  closures	
  	
  
       Ø “surprise”	
  strike	
  from	
  Spanish	
  air	
  traffic	
  controllers	
  
       Ø 	
  Greek	
  strikes	
  and	
  frequent	
  ATC	
  delays	
  
       Ø 	
  Italian	
  volcano	
  (mount	
  Etna)	
  
       Ø 	
  Portuguese	
  strikes	
  
       Ø 	
  Italian	
  strikes	
  	
  
	
  




                                                                                              www.SimpliFlying.com
Engagement and sense of humor
Furthermore,	
  it	
  has	
  managed	
  to	
  engage	
  users	
  by	
  interac7ng	
  with	
  them	
  and	
  even	
  
 proving	
  to	
  have	
  a	
  good	
  sense	
  of	
  humor	
  as	
  demonstrated	
  by	
  the	
  tweets	
  below:




                                                                                       www.SimpliFlying.com
Case-study 4
Baggage Policy – Delta
A Viral Crisis
Some7mes	
  even	
  a	
  simple	
  misunderstanding	
  can	
  cause	
  havoc,	
  especially	
  if	
  it	
  involves	
  
passengers	
  that	
  are	
  either	
  famous	
  or	
  highly	
  respected	
  by	
  the	
  general	
  public,	
  as	
  Delta	
  
Air	
  Lines	
  found	
  out	
  when	
  this	
  video	
  went	
  viral:	
  	
  




                                                                                               www.SimpliFlying.com
Mostly negative comments across the board
Delta	
  received	
  3.5X	
  as	
  many	
  men7ons	
  on	
  TwiLer	
  as	
  all	
  other	
  US	
  airlines	
  combined,	
  	
  
on	
  8	
  June	
  2011,	
  and	
  8X	
  their	
  normal	
  men7ons!	
  The	
  story	
  peaked	
  between	
  4pm-­‐5pm	
  
ET	
  on	
  June	
  8,	
  2011,	
  with	
  over	
  800	
  TwiLer	
  men7ons	
  an	
  hour	
  




                                                                                              www.SimpliFlying.com
Delta posted a response through a blog post




Despite	
  a	
  public	
  apology	
  and	
  policy	
  change	
  to	
  accommodate	
  more	
  bags,	
  emo7onal	
  
comments	
  were	
  received,	
  almost	
  all	
  nega7ve	
  

                                                                                     www.SimpliFlying.com
The response was personal




                      www.SimpliFlying.com
Why Delta did the best job they could

1.  This	
  was	
  a	
  Bizarre	
  crisis	
  –	
  Unexpected	
  and	
  something	
  Delta	
  probably	
  never	
  
    thought	
  of	
  
2.  This	
  was	
  a	
  baggage	
  policy	
  all	
  airlines	
  in	
  the	
  US	
  followed,	
  not	
  just	
  Delta	
  (and	
  
    most	
  changed	
  it	
  following	
  Delta’s	
  lead)	
  
3.  Delta	
  was	
  fast	
  in	
  responding	
  –	
  within	
  2	
  hours	
  of	
  the	
  topic	
  peaking	
  on	
  
    tradi7onal	
  and	
  social	
  media	
  
4.  The	
  response	
  was	
  not	
  through	
  a	
  press	
  release,	
  but	
  done	
  on	
  a	
  blog	
  –	
  which	
  is	
  
    indeed	
  the	
  appropriate	
  response	
  to	
  a	
  YouTube	
  video	
  
5.  Delta	
  made	
  sure	
  that	
  the	
  response	
  was	
  personal,	
  with	
  the	
  author	
  rela7ng	
  
    personal	
  stories	
  
6.  An	
  update	
  was	
  provided	
  on	
  the	
  blog	
  itself,	
  based	
  on	
  the	
  ini7al	
  comments	
  
    received	
  
7.  The	
  detractors	
  weren’t	
  providing	
  construc7ve	
  feedback.	
  Most	
  were	
  emo7onal	
  
    rants,	
  hence	
  didn’t	
  need	
  regular	
  responses	
  


                                                                                               www.SimpliFlying.com
Case-study 5
Aborted Take Off – Yeager Airport
What seems to be just another take off…
The	
  problem	
  with	
  crises	
  is	
  that	
  there	
  are	
  not	
  usually	
  any	
  warning	
  signs	
  and	
  when	
  a	
  
normal	
  take	
  off	
  turns	
  into	
  something	
  like	
  the	
  one	
  shown	
  below,	
  only	
  a	
  good	
  plan	
  and	
  
an	
  effec7ve	
  social	
  media	
  team	
  can	
  help	
  manage	
  the	
  public	
  rela7ons	
  side	
  of	
  the	
  airport	
  
closure.	
  	
  




                                                                                               www.SimpliFlying.com
Immediate reaction
In	
  Yeager	
  Airport’s	
  case	
  the	
  key	
  to	
  the	
  successful	
  handling	
  of	
  the	
  situa7on	
  was	
  the	
  
ability	
  of	
  the	
  social	
  media	
  team	
  to	
  immediately	
  start	
  informing	
  through	
  both	
  
Facebook	
  and	
  TwiLer	
  by	
  using	
  their	
  already	
  established	
  accounts.	
  	
  	
  




                                                                                                 www.SimpliFlying.com
Images and press releases
Interes7ngly	
  the	
  airport	
  was	
  also	
  able	
  
to	
  provide	
  images	
  of	
  the	
  situa7on	
  and	
  
several	
  were	
  later	
  used	
  by	
  the	
  media.	
  
Furthermore	
  it	
  also	
  managed	
  to	
  send	
  
out	
  press	
  releases	
  and	
  contact	
  the	
  
media	
  using	
  TwiLer.	
  	
  




                                                              www.SimpliFlying.com
Click here to download.

                          www.SimpliFlying.com
Case-study 6
In-Flight Engine Failure - Qantas
A recipe for disaster
In-­‐flight	
  engine	
  failures	
  are	
  drama7c	
  enough	
  by	
  themselves,	
  however	
  we	
  can	
  only	
  
speculate	
  on	
  what	
  must	
  have	
  gone	
  through	
  Qantas’	
  social	
  media	
  team’s	
  minds	
  
when	
  they	
  discovered	
  that	
  a	
  huge	
  twiLer	
  celebrity,	
  Stephen	
  Fry,	
  was	
  on	
  board	
  the	
  
diverted	
  A380…	
  and	
  that	
  he	
  was	
  twee7ng	
  to	
  his	
  3.5	
  Million	
  followers!	
  




                                                                                            www.SimpliFlying.com
Timing is of the essence
When	
  influen7al	
  users	
  are	
  on	
  board	
  a	
  diverted	
  or	
  delayed	
  flight,	
  fast	
  response	
  
7mes	
  are	
  essen7al	
  and	
  they	
  can	
  only	
  be	
  achieved	
  through	
  a	
  constant	
  and	
  effec7ve	
  
monitoring	
  of	
  the	
  social	
  media	
  men7ons	
  of	
  the	
  company’s	
  brand.	
  In	
  this	
  case	
  
Qantas’	
  social	
  media	
  team	
  proved	
  to	
  be	
  alert	
  and	
  was	
  able	
  to	
  react	
  quickly.	
  	
  




                                                                                           www.SimpliFlying.com
A well-executed recovery!
As	
  it	
  turns	
  out	
  Stephen	
  Fry	
  wasn’t	
  only	
  upset	
  for	
  the	
  delay	
  but	
  had	
  also	
  lek	
  his	
  wallet	
  
on	
  the	
  plane…	
  Thankfully	
  Qantas’s	
  response	
  team	
  was	
  listening	
  and	
  managed	
  to	
  
reunite	
  the	
  wallet	
  with	
  his	
  owner,	
  provoking	
  a	
  very	
  posi7ve	
  reac7on.	
  	
  

 Overall	
  the	
  Social	
  media	
  team	
  
 manage	
  to:	
  	
  
 	
  
 	
  



 • 	
  Reduce	
  anger	
  by	
  reac7ng	
  quickly	
  
 and	
  being	
  proac7ve	
  

 • 	
  Get	
  a	
  powerful	
  TwiLer	
  influencer	
  on	
  
 their	
  side	
  




                                                                                                       www.SimpliFlying.com
Case-study 7
Terror threat – American Airlines
It all started with a phone call
In	
  august	
  2010	
  an	
  anonymous	
  phone	
  call	
  alerted	
  of	
  an	
  alleged	
  terrorist	
  plot	
  to	
  hijack	
  
an	
  American	
  Airlines	
  aircrak.	
  When	
  the	
  call	
  was	
  received	
  the	
  plane	
  was	
  about	
  to	
  take	
  
off,	
  filled	
  with	
  passengers	
  and…	
  mobile	
  phones	
  connected	
  to	
  TwiLer!	
  




                                                                                                www.SimpliFlying.com
Live Tweeting

Following	
  the	
  emergency	
  protocols,	
  the	
  aircrak	
  was	
  grounded	
  and	
  passenger	
  were	
  not	
  
allowed	
  to	
  disembark	
  un7l	
  the	
  police	
  had	
  cleared	
  them	
  to	
  do	
  so.	
  Within	
  minutes	
  
several	
  passengers	
  started	
  twee7ng	
  the	
  crisis	
  live	
  from	
  inside	
  the	
  aircrak	
  providing	
  a	
  
very	
  detailed	
  account	
  of	
  everything	
  that	
  happened	
  inside	
  and	
  around	
  the	
  aircrak.	
  	
  




                                                                                           www.SimpliFlying.com
Taking control of the situation

Soon	
  mainstream	
  media	
  spo:ed	
  
the	
  tweets	
  and	
  started	
  using	
  
them	
  broadcast	
  live	
  
developments	
  of	
  the	
  situa>on.	
  	
  
                           	
  
The	
   AA	
   social	
   media	
   team	
  
realized	
  what	
  was	
  happening	
  and	
  
immediately	
   intervened	
   by	
  
engaging	
   the	
   users	
   who	
   were	
  
twee7ng	
   from	
   inside	
   the	
   aircrak	
  
and,	
   at	
   the	
   same	
   7me,	
   providing	
  
clear	
  and	
  accurate	
  informa7on	
  on	
  
the	
  situa7on	
  	
  



                                                          www.SimpliFlying.com
Case-study 8
Upset Public Figure – Southwest Airlines
A single tweet = hundreds of angry fans
In	
  September	
  2011	
  Green	
  Day	
  singer	
  Billie	
  Joe	
  Armstrong	
  was	
  removed	
  from	
  a	
  
Southwest	
  Airlines	
  plane	
  for	
  refusing	
  to	
  hike	
  his	
  pants	
  higher	
  and	
  asking	
  the	
  flight	
  
aLendant	
  if	
  she	
  didn’t	
  have	
  anything	
  beLer	
  to	
  worry	
  about.	
  	
  




                                                                                               Sarcas@c	
  tweets	
  	
  




           Posts	
  on	
  SWA’s	
  wall	
  +	
  
       Crea@on	
  o	
  f	
  a	
  Facebook	
  G
                                               roup	
  	
  

                                                                                                 www.SimpliFlying.com
Negative sentiment increases
The	
  nega7ve	
  tweet	
  by	
  Billie	
  Joe	
  caused	
  an	
  increase	
  in	
  nega7ve	
  comments	
  as	
  can	
  be	
  
seen	
  in	
  this	
  sen7ment	
  graph	
  elaborated	
  by	
  posi7on2	
  	
  




                                                                                              www.SimpliFlying.com
Quick reaction = Crisis Over
However	
  Southwest	
  Airlines’	
  team	
  was	
  quick	
  to	
  react	
  issuing	
  an	
  apology	
  that	
  was	
  
followed	
  by	
  a	
  drop	
  in	
  nega7ve	
  sen7ment	
  and	
  a	
  number	
  of	
  suppor7ng	
  tweets	
  by	
  
SWA	
  fans.	
  




                                                                                          www.SimpliFlying.com
Case-study 9
Extreme weather – Virgin Atlantic
A Snowy Christmas Season
Having	
   a	
   winter	
   holiday	
   season	
   with	
   plenty	
   of	
   snow	
   is	
   perhaps	
   one	
   of	
   the	
   most	
   typical	
  
pre-­‐holiday	
   wishes,	
   however	
   during	
   the	
   2010	
   season	
   it	
   turned	
   into	
   a	
   nightmare	
   for	
  
thousands	
   of	
   passengers	
   who	
   were	
   lek	
   stranded	
   at	
   London	
   Heathrow	
   Airport	
   by	
   a	
  
snowstorm	
  that	
  forced	
  airlines	
  to	
  cancel	
  hundreds	
  of	
  flights.	
  	
  




                                                                                                            www.SimpliFlying.com
Huge Twitter customer service effort during disruption!

Virgin	
  proac7vely	
  broadcasted	
  
key	
  messages	
  to	
  their	
  social	
  
following	
  as	
  well	
  as	
  answering	
  as	
  
many	
  individual	
  passenger	
  
ques7ons	
  as	
  possible.	
  	
  
This	
  peaked	
  at	
  more	
  than	
  460	
  
tweets,	
  1,950	
  comments	
  and	
  
posts	
  and	
  almost	
  1	
  million	
  post	
  
views	
  on	
  Facebook	
  up	
  to	
  the	
  19th	
  
December.	
  	
  
The	
  social	
  team	
  worked	
  in	
  8	
  hour	
  
shiks	
  to	
  cover	
  a	
  24*7,	
  one-­‐on-­‐one	
  
response.	
  At	
  its	
  peak,	
  they	
  were	
  
handling	
  a	
  TwiLer	
  response	
  every	
  
20-­‐30	
  seconds.	
  

                                                           www.SimpliFlying.com
Special chartered flight to repatriate US travellers
                  for Christmas, FREE!
Since this decision was taken
hurriedly, Twitter and Facebook
were used to inform stranded
customers of the option.

Virgin filled the plane by actively
promoting the flight on Twitter for
several hours. They achieved Top
Tweet status resulting in filling
450 aircraft seats in 7 hours.

The fully-loaded flight left on time
and the customers got back to
New York in time to meet their
family and friends for Christmas.
This was a first for any airline.
                                           www.SimpliFlying.com
Virgin’s integrated communication strategy
Trough	
  social	
  media	
  Virgin	
  was	
  not	
  only	
  able	
  to	
  fill	
  a	
  747	
  in	
  just	
  7	
  hours,	
  but	
  was	
  also	
  
capable	
  of	
  maintaining	
  a	
  posi7ve	
  brand	
  image	
  by	
  being	
  proac7ve	
  and	
  keeping	
  people	
  
informed	
  about	
  the	
  development	
  of	
  a	
  situa7on	
  over	
  which	
  they	
  had	
  liLle	
  control.	
  
	
  




                                                                                                         www.SimpliFlying.com
Case-study 10
Extreme weather – Akron-Canton Airport
Immediate response
On	
  the	
  19th	
  of	
  July	
  2011,	
  a	
  heavy	
  storm	
  hit	
  the	
  town	
  of	
  Akron,	
  Ohio,	
  flooding	
  the	
  
airport’s	
  basement	
  and	
  shuqng	
  off	
  power	
  to	
  the	
  terminal,	
  forcing	
  it	
  to	
  cancel	
  all	
  
    commercial	
  flights.	
  The	
  airport’s	
  social	
  media	
  team	
  sprung	
  into	
  ac7on	
  and	
  
                immediately	
  started	
  twee7ng	
  all	
  the	
  available	
  informa7on.	
  




                                                                                                  www.SimpliFlying.com
Twitter focus
Interes7ngly,	
  the	
  airport	
  chose	
  to	
  focus	
  on	
  twiLer	
  as	
  it	
  provided	
  a	
  more	
  direct	
  line	
  
of	
  communica7on	
  with	
  the	
  affected	
  passengers	
  and	
  the	
  was	
  a	
  powerful	
  news	
  
spreading	
  tool	
  as	
  it	
  is	
  monitored	
  by	
  mainstream	
  media.	
  	
  




                                                                                                   www.SimpliFlying.com
Visualizing Teamwork
Furthermore	
  the	
  airport	
  was	
  able	
  to	
  show	
  its	
  efforts	
  to	
  solve	
  the	
  situa7on	
  by	
  tweets	
  
and	
  Facebook	
  posts	
  showcasing	
  photos	
  of	
  its	
  staff	
  members	
  hard	
  at	
  work	
  to	
  fix	
  the	
  
situa7on.	
  One	
  of	
  them	
  even	
  featured	
  their	
  CEO	
  inspec7ng	
  machinery	
  in	
  the	
  Airport’s	
  
basement.	
  	
  	
  




                                                                                                www.SimpliFlying.com
Now what?
5 Steps towards successful crisis management
www.SimpliFlying.com
American Airlines Flight 24




                     www.SimpliFlying.com
For more case-studies:
www.SimpliFlying.com




            Helping airlines & airports engage travelers profitably




                              http://www.SimpliFlying.com   www.SimpliFlying.com

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Top 10 Aviation Crises Handled Through Social Media

  • 1. Top 10 Crisis Management Case Studies Featuring: Helping airlines & airports engage travelers profitably http://www.SimpliFlying.com http://www.SimpliFlying.com
  • 2. Case-study 1 Wheels-Up landing – Warsaw Airport
  • 3. Keeping people informed When  a  crisis  takes  place  the  single  most  important  thing  to  keep  in  mind  is  the  need   to  provide  a  constant  flow  of  informa7on.  In  November  2011  when  a  LOT  767  suffered   a  landing  gear  malfunc7on,  Warsaw  airport’s  social  media  team  gave  a  text  book   demonstra7on  of  how  social  media  can  be  used  in  a  crisis.         www.SimpliFlying.com
  • 4. Using social media to reach more people With  the  emergency  situa7on  being  broadcasted  live  on  TV  the  airport’s  call  center   and  website  were  overloaded  but  the  social  media  team  was  able  to  use  both   Facebook  and  TwiLer  to  keep  users  informed  of  the  situa7on,  thus  easing  the  load  on     “tradi7onal”  channels. www.SimpliFlying.com
  • 5. Avoiding the spread of false rumors Furthermore,   social   media   allowed   the   airport   to   engage   users   into   conversa7ons   and   provide  more  accurate  informa7on  thus  avoiding  the  spread  of  false  rumors/info  and   ul7mately  improving  the  user  experience     www.SimpliFlying.com
  • 6. Case-study 2 Partial Fleet Grounding – Frontier Airlines
  • 7. Ice pellets vs Aircrafts When  a  storm  hits  an  airline’s   major  hub  it  is  reasonable  to   expect  some  flight  delays.   However,  what  if  that  storm   happens  to  carry  golf-­‐ball-­‐ sized  ice  pellets,  and  damages   one  third  of  their  fleet?     The  solu7on  was  found  by   Fron7er  Airlines  in  social   media.   www.SimpliFlying.com
  • 8. Two easy steps The  airline  knew  from  the  start  that  a   lot  of  passengers  were  going  to  arrive   at  the  airport  only  to  find  out  that   their  flights  had  been  cancelled.  In   order  to  reduce  the  nega7ve   sen7ments,  they  started  using  social   media  to  disseminate  informa7on.     Step  1:  Keeping  people  informed    It  reduced  stress  and  helped   customers  understand  what  was   going  on.           www.SimpliFlying.com
  • 9. Listen, Empower, Engage. They  also  knew  that  passengers   were,  understandably,  going  to  be   angry  and  complain  about  it  on  the   social  web.  So  they  used  Radian  6  to   track  down  any  men7on  of  Fron7er   and  address  the  complaints.     Step  2:  Being  proac@ve  and   empowering  their  social  media   team     The  employees  were  empowered  to   help  customers  re-­‐book  their  flights   through  TwiLer  and  Facebook.       www.SimpliFlying.com
  • 10. Case-study 3 Ash Cloud – Eurocontrol
  • 11. Eyjafjallajökull In  April  2010  the  unpronounceable   name  of  the  Icelandic  volcano   EyjaXallajökull  suddenly  became,   for  all  the  wrong  reasons,  a  very   familiar  one,  especially  for  the  eyes   and  ears  of  airline  staff  and   passengers.         Thankfully  however,  at  exactly  the   Vs.   same  7me,  and  this  7me  for  the   right  reasons,  a  TwiLer  handle  also   became  famous     www.SimpliFlying.com
  • 12. A reference point for all stakeholders While  several  airlines  did  a  good  job  at  keeping  their  customers  informed,  it  was  the   @eurocontrol  TwiLer  handle  that  provided  the  most  up  to  date  informa7on  on  the   crisis.  Furthermore,  since  most  of  the  tradi7onal  lines  of  communica7on  were  heavily   overloaded  it  became  an  important  reference  point  for  airlines,  airports  and  their   staff. www.SimpliFlying.com
  • 13. Constant crisis management Since   the   volcano   crisis   the   @eurocontrol   handle   has   become   a   reference   point   for  air  travel  disrup7on  in  Europe  and  in  recent  7mes  it  has  handled,  amongst   others,  the  following  crises:       Ø  North  African  revolu@ons  and  subsequent  airspace  closures     Ø “surprise”  strike  from  Spanish  air  traffic  controllers   Ø   Greek  strikes  and  frequent  ATC  delays   Ø   Italian  volcano  (mount  Etna)   Ø   Portuguese  strikes   Ø   Italian  strikes       www.SimpliFlying.com
  • 14. Engagement and sense of humor Furthermore,  it  has  managed  to  engage  users  by  interac7ng  with  them  and  even   proving  to  have  a  good  sense  of  humor  as  demonstrated  by  the  tweets  below: www.SimpliFlying.com
  • 16. A Viral Crisis Some7mes  even  a  simple  misunderstanding  can  cause  havoc,  especially  if  it  involves   passengers  that  are  either  famous  or  highly  respected  by  the  general  public,  as  Delta   Air  Lines  found  out  when  this  video  went  viral:     www.SimpliFlying.com
  • 17. Mostly negative comments across the board Delta  received  3.5X  as  many  men7ons  on  TwiLer  as  all  other  US  airlines  combined,     on  8  June  2011,  and  8X  their  normal  men7ons!  The  story  peaked  between  4pm-­‐5pm   ET  on  June  8,  2011,  with  over  800  TwiLer  men7ons  an  hour   www.SimpliFlying.com
  • 18. Delta posted a response through a blog post Despite  a  public  apology  and  policy  change  to  accommodate  more  bags,  emo7onal   comments  were  received,  almost  all  nega7ve   www.SimpliFlying.com
  • 19. The response was personal www.SimpliFlying.com
  • 20. Why Delta did the best job they could 1.  This  was  a  Bizarre  crisis  –  Unexpected  and  something  Delta  probably  never   thought  of   2.  This  was  a  baggage  policy  all  airlines  in  the  US  followed,  not  just  Delta  (and   most  changed  it  following  Delta’s  lead)   3.  Delta  was  fast  in  responding  –  within  2  hours  of  the  topic  peaking  on   tradi7onal  and  social  media   4.  The  response  was  not  through  a  press  release,  but  done  on  a  blog  –  which  is   indeed  the  appropriate  response  to  a  YouTube  video   5.  Delta  made  sure  that  the  response  was  personal,  with  the  author  rela7ng   personal  stories   6.  An  update  was  provided  on  the  blog  itself,  based  on  the  ini7al  comments   received   7.  The  detractors  weren’t  providing  construc7ve  feedback.  Most  were  emo7onal   rants,  hence  didn’t  need  regular  responses   www.SimpliFlying.com
  • 21. Case-study 5 Aborted Take Off – Yeager Airport
  • 22. What seems to be just another take off… The  problem  with  crises  is  that  there  are  not  usually  any  warning  signs  and  when  a   normal  take  off  turns  into  something  like  the  one  shown  below,  only  a  good  plan  and   an  effec7ve  social  media  team  can  help  manage  the  public  rela7ons  side  of  the  airport   closure.     www.SimpliFlying.com
  • 23. Immediate reaction In  Yeager  Airport’s  case  the  key  to  the  successful  handling  of  the  situa7on  was  the   ability  of  the  social  media  team  to  immediately  start  informing  through  both   Facebook  and  TwiLer  by  using  their  already  established  accounts.       www.SimpliFlying.com
  • 24. Images and press releases Interes7ngly  the  airport  was  also  able   to  provide  images  of  the  situa7on  and   several  were  later  used  by  the  media.   Furthermore  it  also  managed  to  send   out  press  releases  and  contact  the   media  using  TwiLer.     www.SimpliFlying.com
  • 25. Click here to download. www.SimpliFlying.com
  • 26. Case-study 6 In-Flight Engine Failure - Qantas
  • 27. A recipe for disaster In-­‐flight  engine  failures  are  drama7c  enough  by  themselves,  however  we  can  only   speculate  on  what  must  have  gone  through  Qantas’  social  media  team’s  minds   when  they  discovered  that  a  huge  twiLer  celebrity,  Stephen  Fry,  was  on  board  the   diverted  A380…  and  that  he  was  twee7ng  to  his  3.5  Million  followers!   www.SimpliFlying.com
  • 28. Timing is of the essence When  influen7al  users  are  on  board  a  diverted  or  delayed  flight,  fast  response   7mes  are  essen7al  and  they  can  only  be  achieved  through  a  constant  and  effec7ve   monitoring  of  the  social  media  men7ons  of  the  company’s  brand.  In  this  case   Qantas’  social  media  team  proved  to  be  alert  and  was  able  to  react  quickly.     www.SimpliFlying.com
  • 29. A well-executed recovery! As  it  turns  out  Stephen  Fry  wasn’t  only  upset  for  the  delay  but  had  also  lek  his  wallet   on  the  plane…  Thankfully  Qantas’s  response  team  was  listening  and  managed  to   reunite  the  wallet  with  his  owner,  provoking  a  very  posi7ve  reac7on.     Overall  the  Social  media  team   manage  to:         •   Reduce  anger  by  reac7ng  quickly   and  being  proac7ve   •   Get  a  powerful  TwiLer  influencer  on   their  side   www.SimpliFlying.com
  • 30. Case-study 7 Terror threat – American Airlines
  • 31. It all started with a phone call In  august  2010  an  anonymous  phone  call  alerted  of  an  alleged  terrorist  plot  to  hijack   an  American  Airlines  aircrak.  When  the  call  was  received  the  plane  was  about  to  take   off,  filled  with  passengers  and…  mobile  phones  connected  to  TwiLer!   www.SimpliFlying.com
  • 32. Live Tweeting Following  the  emergency  protocols,  the  aircrak  was  grounded  and  passenger  were  not   allowed  to  disembark  un7l  the  police  had  cleared  them  to  do  so.  Within  minutes   several  passengers  started  twee7ng  the  crisis  live  from  inside  the  aircrak  providing  a   very  detailed  account  of  everything  that  happened  inside  and  around  the  aircrak.     www.SimpliFlying.com
  • 33. Taking control of the situation Soon  mainstream  media  spo:ed   the  tweets  and  started  using   them  broadcast  live   developments  of  the  situa>on.       The   AA   social   media   team   realized  what  was  happening  and   immediately   intervened   by   engaging   the   users   who   were   twee7ng   from   inside   the   aircrak   and,   at   the   same   7me,   providing   clear  and  accurate  informa7on  on   the  situa7on     www.SimpliFlying.com
  • 34. Case-study 8 Upset Public Figure – Southwest Airlines
  • 35. A single tweet = hundreds of angry fans In  September  2011  Green  Day  singer  Billie  Joe  Armstrong  was  removed  from  a   Southwest  Airlines  plane  for  refusing  to  hike  his  pants  higher  and  asking  the  flight   aLendant  if  she  didn’t  have  anything  beLer  to  worry  about.     Sarcas@c  tweets     Posts  on  SWA’s  wall  +   Crea@on  o  f  a  Facebook  G roup     www.SimpliFlying.com
  • 36. Negative sentiment increases The  nega7ve  tweet  by  Billie  Joe  caused  an  increase  in  nega7ve  comments  as  can  be   seen  in  this  sen7ment  graph  elaborated  by  posi7on2     www.SimpliFlying.com
  • 37. Quick reaction = Crisis Over However  Southwest  Airlines’  team  was  quick  to  react  issuing  an  apology  that  was   followed  by  a  drop  in  nega7ve  sen7ment  and  a  number  of  suppor7ng  tweets  by   SWA  fans.   www.SimpliFlying.com
  • 38. Case-study 9 Extreme weather – Virgin Atlantic
  • 39. A Snowy Christmas Season Having   a   winter   holiday   season   with   plenty   of   snow   is   perhaps   one   of   the   most   typical   pre-­‐holiday   wishes,   however   during   the   2010   season   it   turned   into   a   nightmare   for   thousands   of   passengers   who   were   lek   stranded   at   London   Heathrow   Airport   by   a   snowstorm  that  forced  airlines  to  cancel  hundreds  of  flights.     www.SimpliFlying.com
  • 40. Huge Twitter customer service effort during disruption! Virgin  proac7vely  broadcasted   key  messages  to  their  social   following  as  well  as  answering  as   many  individual  passenger   ques7ons  as  possible.     This  peaked  at  more  than  460   tweets,  1,950  comments  and   posts  and  almost  1  million  post   views  on  Facebook  up  to  the  19th   December.     The  social  team  worked  in  8  hour   shiks  to  cover  a  24*7,  one-­‐on-­‐one   response.  At  its  peak,  they  were   handling  a  TwiLer  response  every   20-­‐30  seconds.   www.SimpliFlying.com
  • 41. Special chartered flight to repatriate US travellers for Christmas, FREE! Since this decision was taken hurriedly, Twitter and Facebook were used to inform stranded customers of the option. Virgin filled the plane by actively promoting the flight on Twitter for several hours. They achieved Top Tweet status resulting in filling 450 aircraft seats in 7 hours. The fully-loaded flight left on time and the customers got back to New York in time to meet their family and friends for Christmas. This was a first for any airline. www.SimpliFlying.com
  • 42. Virgin’s integrated communication strategy Trough  social  media  Virgin  was  not  only  able  to  fill  a  747  in  just  7  hours,  but  was  also   capable  of  maintaining  a  posi7ve  brand  image  by  being  proac7ve  and  keeping  people   informed  about  the  development  of  a  situa7on  over  which  they  had  liLle  control.     www.SimpliFlying.com
  • 43. Case-study 10 Extreme weather – Akron-Canton Airport
  • 44. Immediate response On  the  19th  of  July  2011,  a  heavy  storm  hit  the  town  of  Akron,  Ohio,  flooding  the   airport’s  basement  and  shuqng  off  power  to  the  terminal,  forcing  it  to  cancel  all   commercial  flights.  The  airport’s  social  media  team  sprung  into  ac7on  and   immediately  started  twee7ng  all  the  available  informa7on.   www.SimpliFlying.com
  • 45. Twitter focus Interes7ngly,  the  airport  chose  to  focus  on  twiLer  as  it  provided  a  more  direct  line   of  communica7on  with  the  affected  passengers  and  the  was  a  powerful  news   spreading  tool  as  it  is  monitored  by  mainstream  media.     www.SimpliFlying.com
  • 46. Visualizing Teamwork Furthermore  the  airport  was  able  to  show  its  efforts  to  solve  the  situa7on  by  tweets   and  Facebook  posts  showcasing  photos  of  its  staff  members  hard  at  work  to  fix  the   situa7on.  One  of  them  even  featured  their  CEO  inspec7ng  machinery  in  the  Airport’s   basement.       www.SimpliFlying.com
  • 47. Now what? 5 Steps towards successful crisis management
  • 49. American Airlines Flight 24 www.SimpliFlying.com
  • 50. For more case-studies: www.SimpliFlying.com Helping airlines & airports engage travelers profitably http://www.SimpliFlying.com www.SimpliFlying.com