Air Canada aims to boost revenue and customer service through its digital marketing objectives of generating more leads, increasing online transactions and market share, and reducing customer acquisition costs. An analysis of Air Canada's website found it to be user-friendly though some improvements in SEO are needed. Air Canada's social media presence is strong on Facebook and Twitter but lacks engagement on Instagram. The mobile app receives poor ratings due to functionality issues. Paid search brings significant traffic but display advertising requires optimized content. Overall recommendations include improvements in SEO, providing more information on social profiles, addressing app problems, and enhancing display ads.

1. Digital Presence Analysis
Prepared by:
Yuliya Antimirova
Shweta Bhat
Anh Mai Nguyen
Akash Deep Maangatt
06.04.2018
1Image source: goo.gl/oz2VCf

2. Canada’s #1 airline which stands for Safety, High Quality of Service and
Canadian Heritage
2
share of international and
transborder travel
45 million
annually
204
destinations
32%
40%
share of domestic
travel
Source: Air Canada EnRoute media Kit 2018
Picture Source: goo.gl/1WDvV9L

3. Air Canada digital marketing objectives are to help boost the bottom line
revenue and support customer service.
Air Canada Digital
Objectives
Air Canada Digital Strategy and Execution
Generate more leads
and identify the
prospects
▪ Generate more awareness, engagement brand favourability to target
customers via website, social media and digital marketing campaign,
display advertising, PPC, SEO
Increase the online
revenue and service
transaction
contribution
▪ Build customers and fan relationships to engage repeat visit and sales
via content marketing, blogs, event-trigger marketing, customer
support, chatting, website personalization, social media marketing
Increase the online
market share or the
online Share of Voice
▪ Increase the presence and engagement via number of visitors,
followers, mentions, reach, likability, etc
▪ Listen and respond to questions, support to build relationship via
chatting platform
▪ Create sharable content.
Reduce the Cost per
acquisition and
increase the customer
life time value
▪ Lower cost per lead/sales via organic search, email marketing, direct
marketing campaign, lead nurturing,
▪ Building content, campaign for up selling and cross selling.
Source: Annual Information Form 2018 3

4. Air Canada engage customers via various digital touch points by creating an
online community of loyal flyers
4
Image Source: Air Canada EnRoute media
Kit 2018

5. Target audience: upscale group of owners, decision makers, managers and
professional with income far above
5
BABY BOOMERS 39% MILLENIALS 22%
Demographic:
49 is the average age
Female: 55% Male: 45%
Education and Employment :
42% managers, owners professionals,
executives
70 750$ is the average personal income
74% have university degree or higher
Business Travel
12%: business trip 2 times+ past year
16%: business trip once past year
Vacation Travel
50% vacations trip inside Canada
24% vacations trip outside Canada
Image Source: goo.gl/wD6TKw ; goo.gl/UhNW9p ; goo.gl/MtBFQi

6. 6
Analyzing Air Canada's website in order to understand user interface
friendliness, ease of browsing and various other parameters that make
the brand consumer friendly, digitally
Most of the social media tools has given C or C+
to Air Canada website because of the
performance on different parameters
The page’s server response time is reasonably low which is good
for load speed and user experience
Their page's file size is quite large as compared to the general
standard of 5megabytes which, regardless of other
optimizations, can reduce load speed and impact user
experience
✓ The website is user friendly and the visitor does not have to go to different pages
✓ Offers on the website are customized for their target audience
✓ Constant upgrades help to enhance user experience
Source: https://goo.gl/iUSuSQ & https://goo.gl/jzTFuv

7. Air Canada’s website performs more proficiently and productively as
compared to WestJet but requires SEO improvements
7
Air Canada’s website performance
West Jet’s website performance
❖ The Air Canada website
and other apps have
more flexibility with
regards to different
devices
❖ Air Canada needs to
improve its SEO as it’s
competitor WestJet is
performing better
❖ Air Canada has a stronger
social media presence
than the competition
❖ With regards to Security
and overall website
performance, WestJet
and Air Canada performs
equally effective
Which website performs better overall?
✓ Air Canada’s website is able to manage the traffic on its website more efficiently than its competition
✓ Social media presence is strong and relevant
✓ With regards to SEO, there is room for improvement for Air Canada to get better ranking potential
Source: https://goo.gl/63KRpj & https://goo.gl/Dr5xxB
https://goo.gl/HXKap7

8. Air Canada Facebook page is friendly and provides engaging content
with relevant hashtags. However, the About section does not provide full information .
8
Call to action
Lack of About Info: Phone and email are missing
Meaningful hashtags campaigns that reflect
brand values and corporate bilingual policy
Active
engagement from
the audience
Source: https://www.facebook.com/aircanada

9. FB Air Canada VS FB West Jet
9
Sum of posts per week 28 7
Sum of user post per week 225 220
Average posts per week 9,33 2,33
Response time:
Air Canada 57 min VS West Jet 37 min
Response rate for user questions
Distribution of Page Post Types
Total Fans
Air Canada content is
more engaging
considering a higher
variety of post types
and higher number of
video posts
Air Canada has a
higher quality of
response covering a
higher percentage of
questions. However, a
response time should
be developed.
Air Canada is more
active on Facebook
with a higher number
of posts per week
which engages a
higher umber of a user
generated content.
Tool used: https://suite.socialbakers.com/

10. 10
Distribution of Interactions
FB Air Canada VS FB West Jet
Air Canada posts generates a significantly higher engagement from the audience with a higher percentage of
comments and shares.
#WestJet hashtags are less customized and emotionally
fuelled to brand values comparing to Air Canada
“About” section
provides more
information (phone,
email) comparing to
Air Canada
Tool used: https://suite.socialbakers.com/
Picture source: https://www.facebook.com/westjet/

11. Instagram is used by Air Canada to reach their wide audience but lacks
engagement
11Source: https://goo.gl/HXKap7
❖ The Instagram page shows their prominent
hashtag #FlytheFlag
❖ The link in their bio is aimed to attract
potential employees and the landing page
is the careers’ section of the webpage
❖ Positive responses
from happy
customers can be
seen on most of the
photos
✓ Although their Instagram webpage has positive
responses, no responses can be seen from the
company representatives
✓ The bio redirects users to Twitter & Facebook pages
for customer service
✓ Users want to connect to Air Canada on this platform
but lacks engagement from them

12. Instagram Air Canada VS Instagram WestJet
12Source: https://goo.gl/973XFF & https://goo.gl/WSmA7F
Air Canada WestJet
Followers 501,884 116,736
Views 239 423
Images Uploaded 1,091 653
❖ There is high
engagement
from West
Jet on this
platform
❖ No prominent
hashtags other the
WestJet name is
seen bin their bio
✓ Even though West Jet
has fewer followers than
Air Canada, it has higher
engagement
✓ No relevant campaigns
for WestJet can be seen
on this platform

13. Twitter is one of Air Canada’s most popular social media platforms
13
❖ Responses’ to
customer
complaints can be
seen on the twitter
page
❖ Their promise of flying the flag
is being endorsed on social
media platforms
❖ They are also emphasizing on
flying the Canadian team to
2018 Olympics to resonate
with their audience
✓ Twitter is their most
engaging social media
platform
✓ They implement their
promise of responding
to users on twitter
Source: https://goo.gl/EWWfVq

14. Twitter Air Canada VS Twitter WestJet
14
Source: https://goo.gl/qAfc76
Assessment
parameters
Air Canada WestJet
Engagement 80.9 58.6
Engagement total 10.4k 1.99k
Follower 437k 678k
Follower % change +25% +0.54%
Tweets/ days 60.2 59.2
✓ WestJet has more
followers on Twitter
✓ The engagement
performance is higher
for Twitter as
compared to WestJet
✓ Air Canada tweets and
reaches out more to
its audience than
WestJet – approx. 160
✓ They tweet most
between 11 A.M. to 2
P.M. to reach out to
business professionals

15. • Itune Store:
• Star Rating: 2.6/5
• 570 people rated
• Google App Store:
• Star Rating: 3.0/5
• 2025 people rated
• Downloading: 1,000,000 +
• Itune App Store:
• Star Rating: 3.2/5
• 427 people rated
• Google App Store:
• Star Rating: 3.0/5
• 4024 people rated
Downloading: 1,000,000 +
“Can't check-in with the app,
can't pull boarding pass after
computer check-in. Essentially
useless”
“Stopped working all of a sudden.
Right before my flight. Not able
to log in through the app”
“Downloaded it for the Air
Canada Rouge in flight
entertainment. Works well
for tablets and phones
however you can't access it
through the macbook
which is a shame”
Mobile app did not work well for
both Air Canada and Westjet.
While AirCanada has problem with
using the app from different mobile
device. Westjet has problem
related to check-in function and
language.
The performance on Android
device is better comparing on the
IOS device.
Air Canada Application is not working properly with low usage and bad
performance. This Is happening the same with WestJet.
Source: Apple AppStore and Google AppStore 15

16. Top 1 volume search keyword
“Air Canada” is the most cost
efficient and effective
keyword.
Keyword
Search
Volume CPC
Traffic
(%)
Traffic Cost
(%)
Positi
on
1 Air Canada 2240000 0.27 5.16 2.66 1
2 Voyage Bergeron 246000 0.42 0.72 0.58 1
3 Air Canada vacations 201000 0.31 0.86 0.5 1
4 Air Canada flights 110000 0.5 1.7 1.62 1
5 hotels.com 110000 1.25 0.18 0.43 6
6 Aeroplan login 74000 1.29 0.09 0.23 1
7 Beach 60500 0.25 0.09 0.04 1
8 Jamaica 49500 0.74 0.04 0.06 5
9 Air Canada rouge 40500 0.19 0.17 0.06 1
10 ets trip planner 40500 2.68 0.06 0.34 1
Keyword Search
Volume
CPC Traffi
c (%)
Traffic
Cost (%)
Positio
n
1 prêt voyage 10 28.07 0 0 3
2 casino seating 10 16.27 0 0 2
3
cheapest flights to Lima
Peru 10 15.73 0 0 1
4 bulgari bali resort 50 15.68 0 0 3
5 the travel store calgary 10 14.63 0 0 1
6
corporate traveller
vancouver 10 14.23 0 0 2
7 city beach resort Hua Hin 20 14.14 0 0 6
8 Barcelo Solymar Cuba 10 13.55 0 0 1
9 great Canadian casino 880 13.19 0 0.02 1
10 Santorini hotels luxury 10 12.96 0 0 5
Top Expensive keywords are “pret
voyage” and “casino seating”: they
increase the impression of the
customers with more than 35,000,000
display on the result.
Paid Search: Air Canada paid USD $159,000 for buying keywords in the previous years, to
create more than 304,000 traffic visit to the website in the period March 2017 – March 2018
16
Source: SEMrush.com

17. ▪ For the Canada market, Google and
vacation booking sites are the platforms
most advertised by Air Canada with the
number of in-text ads.
▪ Facebook ads are also high with more
than 106K ads with 19% of media ad and
42% of HTML ads.
▪ However, the ads in other small
websites are not effective. Most of the
ads had low display and low reachability
and did not bring traffic to the website.
Google Facebook, Trivago are the most advertised platform that were used by Air Canada for
Display Network Advertising. However, the ad had poor performance due to unattractive content
Source: SEMrush.com 17

18. Image Source: https://goo.gl/CFYTqg; https://goo.gl/9MsffR ; https://goo.gl/GCBEHX ; https://goo.gl/cHcFk8 ; https://goo.gl/G95Puw
18
✓ The website is regularly enhanced but needs improvements with
regards important keywords and SEO
✓ Develop an “about” section in order to increase trust and reliability of the
page for the customer
✓ Also an email address and customer service number should be added to the
Facebook page
✓ Their audience is active on Instagram but Air Canada lacks engagement on
this platform
✓ Review and fix the bugs and technique problems, encourage number of
users via introducing in website, social media
✓ Twitter is one of their most used social media platform as compared to
other platforms, hence a much faster response is required
❖ Display network
advertising: Change the
content and have the
right call to action to
attractive the right
target customers to
increase the advertising
performance, click rate
Recommendations