Southwest Airlines uses social media primarily to build relationships with customers and engage with them in real-time. On Twitter, Southwest displays high levels of popularity, influence, engagement and trust. However, responding effectively to criticism remains a challenge. In the future, Southwest aims to become more conversational on social media to further strengthen bonds with its audience.
Automakers are increasingly using social networking sites like Facebook, MySpace, and YouTube to market their vehicles. They post videos, games and other content tailored for these sites' subscribers to help promote their brands and reach owners and enthusiasts in novel ways. While automakers won't disclose their spending, experts say these sites can guide large numbers of potential customers to company websites. However, some note that social media may not directly lead to vehicle purchases and that companies have little control over other content on the sites. Most agree these sites effectively extend word-of-mouth advertising online.
Airline Entertainment International, Sep 2012 - Shashank Nigam, CEO of SimpliFlying, recommends that airlines “start by being pleasantly helpful and friendly where passengers are on social media and integrate customer service on these platforms.
Featured in Airline Business, July 2016: A Messenger-based platform backed by technology giants could rewrite the rules of passenger communication, says SimpliFlying chief executive Shashank Nigam
SimpliFlying Featured: The importance of social media in today’s airline busi...SimpliFlying
African Airlines Association (AFRAA), 2013 - The use of social media in the airline industry has become a rapidly increasing trend. This paper includes case studies from SimpliFlying to help outline the key business objectives for airlines on social media.
This E-Book was part of a group project by Katy Leuschner, Emily Law, Katie Hibson, Alexis Groves, and Jessica Kuhn. I, Katy Leuschner, created the majority of the design using Adobe Indesign.
Golden Gekko is a cross-platform specialist that has developed over 400 apps in the past 12 years for more than 100 brands across 5 countries, as shown in their portfolio highlighting projects for clients such as the US National Guard, VW, O2, Heathrow Airport, Mercedes F1 team, Mango, Bacardi, Johnny Walker, and movies like Despicable Me.
The document discusses how airlines can use various social media platforms like Twitter, Facebook, YouTube, blogs and online newsrooms to improve customer relationships and communication. It provides examples of how Virgin America and KLM airlines effectively used Twitter and Facebook respectively to respond to customer issues in a timely manner. The document aims to help airlines understand the importance of social media and provide best practices for its use.
Automakers are increasingly using social networking sites like Facebook, MySpace, and YouTube to market their vehicles. They post videos, games and other content tailored for these sites' subscribers to help promote their brands and reach owners and enthusiasts in novel ways. While automakers won't disclose their spending, experts say these sites can guide large numbers of potential customers to company websites. However, some note that social media may not directly lead to vehicle purchases and that companies have little control over other content on the sites. Most agree these sites effectively extend word-of-mouth advertising online.
Airline Entertainment International, Sep 2012 - Shashank Nigam, CEO of SimpliFlying, recommends that airlines “start by being pleasantly helpful and friendly where passengers are on social media and integrate customer service on these platforms.
Featured in Airline Business, July 2016: A Messenger-based platform backed by technology giants could rewrite the rules of passenger communication, says SimpliFlying chief executive Shashank Nigam
SimpliFlying Featured: The importance of social media in today’s airline busi...SimpliFlying
African Airlines Association (AFRAA), 2013 - The use of social media in the airline industry has become a rapidly increasing trend. This paper includes case studies from SimpliFlying to help outline the key business objectives for airlines on social media.
This E-Book was part of a group project by Katy Leuschner, Emily Law, Katie Hibson, Alexis Groves, and Jessica Kuhn. I, Katy Leuschner, created the majority of the design using Adobe Indesign.
Golden Gekko is a cross-platform specialist that has developed over 400 apps in the past 12 years for more than 100 brands across 5 countries, as shown in their portfolio highlighting projects for clients such as the US National Guard, VW, O2, Heathrow Airport, Mercedes F1 team, Mango, Bacardi, Johnny Walker, and movies like Despicable Me.
The document discusses how airlines can use various social media platforms like Twitter, Facebook, YouTube, blogs and online newsrooms to improve customer relationships and communication. It provides examples of how Virgin America and KLM airlines effectively used Twitter and Facebook respectively to respond to customer issues in a timely manner. The document aims to help airlines understand the importance of social media and provide best practices for its use.
Successful Social Media Comm Week #6 DeckSteven Ziemba
The document provides information on managing unexpected situations and crises that can occur on social media. It discusses tips for handling social media disasters such as responding quickly and empathetically. Examples are given of crises experienced by companies like Domino's Pizza, Gap, United Airlines, and Maker's Mark. The importance of monitoring social media and having a prepared crisis response plan is emphasized. Advice is also provided on addressing different types of negative commenters, such as complainers and trolls, in a constructive manner.
This document summarizes the shift from traditional social media to private messaging apps. It discusses how social media initially gained popularity by fulfilling human needs for connection but brands began overtaking feeds with promotions. Users then moved to private messaging apps like WhatsApp, Snapchat, and Facebook Messenger which provide a more private and convenient experience. The document argues that these apps can mutually benefit users and brands if brands adopt opt-in advertising and creative monetization strategies versus interruptive ads.
Facebook Rich Media Announcement: What does it all mean?Closed
Moontoast's explains Facebook's July 2013 announcement about rich media. Discover how rich media works in Facebook, the impact of the coming changes and the new opportunities for social advertisers.
Facebook launched a digital assistant called M that uses both AI and human assistants to answer queries. This could change how people interact with brands through platforms. Twitter launched Moments, a curated collection of tweets on topics that will be accessible to all and could include sponsored moments. Ad blocking is a growing threat as it is incorporated into mobile operating systems, which could reduce digital advertising revenue and change how brands must engage audiences.
10 Trends For Social Media In 2010 Social Media Arizona 2010C. Edward Brice
The document summarizes 10 social media trends for 2010. It discusses how social media became mainstream in 2009 with over 300 million unique visitors and how word of mouth marketing expanded globally through social networks. Some key trends highlighted include a shift from technology to focusing on relationships, the growth of niche communities, the convergence of social and mobile technologies, the evolution of marketing roles, and a greater focus on social media optimization and measuring non-financial metrics like engagement and influence.
Facebook Messenger: The Path to Monetization Alan Alden
Facebook Messenger is growing rapidly with over 1.4 billion users currently and projected to reach 2.5 billion users by 2018. It is in a two-horse race with WeChat for dominance in the mobile messaging space. To achieve monetization like WeChat, which has an ARPU of $7, Facebook Messenger will need to focus on payments integration, incorporating commercial users and services into the platform, and using AI to improve the user experience. WeChat's success in monetization through payments, gaming, advertising and official accounts provides a model for Facebook to pursue payments, content, and the creation of an app ecosystem within Messenger.
Wookey is developing a collaborative search platform that allows users to socially search for and share information on the internet. It aims to address limitations of current search experiences by making search more social and interactive. The founders recognize an opportunity to capitalize on declines in traditional search and the rise of social media. Wookey's goals are to redefine how people collaborate and search for information online through an embedded, revenue-generating platform that facilitates creative knowledge sharing between users and experts. The timing is right for this as mobile social networking and discovery are among the fastest growing areas of the internet.
The Index of corporate online effectiveness is a once-a-year snapshot of how well the world’s largest companies by market capitalisation use their websites, mobile and social channels, and apps to support their business objectives.
The document discusses a "Light Footprint" approach to management in a VUCA (volatile, uncertain, complex, ambiguous) world. It notes that traditional management methods are no longer effective given increased difficulties and widespread criticism companies now face. The Light Footprint approach is inspired by military strategy, which serves as a leading indicator of how competition will evolve. It focuses on winning with limited resources and no margin for error. The approach aims to help companies adapt to constant changes and disruptions in today's digital world.
Learn the fundamentals of how to craft an effective message and what ways you can market online without breaking the bank. Provided by www.clickedstudios.com
12 technology trends from major developer announcements from the largest companies in tech and evolving consumer habits that have dominated the first half of 2019.
We filter these trends through the framework of Empower, Exponential and Enhanced.
The characteristics of a successful online branddixonl3
ASOS has achieved robust online brand success through maximizing various aspects of digital marketing and web 2.0 technologies. This includes effective search engine optimization, online advertising, robust social media presence, viral marketing campaigns, and mobile marketing strategies. ASOS also encourages customer engagement through brand communities and user-generated content. Continually adapting to new technologies and analyzing web analytics will help ASOS sustain its brand leadership over time.
Social Networking: Should it be more about Relationship Building than Selling...Mary S. Butler
Presentation deck for today's (Oct. 15, 2009) Social Networking panel at the J.D. Power Automotive Internet Roundtable.
A large number of the car dealers now on Facebook and Twitter use their status updates to list inventory. However, the real value in joining these social networks may be the opportunity to create relationships with both customers and colleagues alike.
This panel covered:
• OEMs and dealerships who are using social networks effectively
• Opportunities to build relationships with current customers and potential rewards (increased visits for service, referrals, etc.)
• Advantages of connecting with fellow dealers (information sharing/collaboration, etc.)
Panelists:
- Christopher Barger, Director of Social Media, General Motors (@cbarger and @GMblogs)
- Jared Hamilton, CEO and Founder, Drivingsales.com (@drivingsales)
- Tom Chisholm, Midwest Sales Director, Facebook
- Eric Miltsch, IT-Web Director, Auction Direct USA (@AuctionDirect)
- Ralph Paglia, Director of Digital Marketing, ADP Dealers (@ralphpaglia)
Moderator: Mary S. Butler, Editor of Headlightblog.com and Razorfish Senior Content Strategist (@msbutler and @SocialDealers)
Presentation deck designed by Leon Li, Razorfish (@leonbignogin)
Platform Revolution - Ch 01 Intro: How Platforms are Changing CommerceMarshall Van Alstyne
Content: (1) Evidence platforms beat products in value, recognition, speed (2) Platform definition (3) Firm implications
These slides provide complimentary course materials for the Ch 1 of Platform Revolution - How Network Markets are Transforming the Economy and How to Make Them Work for You. Final slides provide reading supplements and links to other chapters for industry and academia.
Brief Overview to Social Media & Airlines brandsp_mato
This document discusses how brands can benefit from engaging with customers on social media. It defines Web 2.0 as websites that facilitate user interaction and content sharing. Some main Web 2.0 platforms mentioned are social networks, blogs, and collaborative sites. The document recommends that brands engage in real conversations with customers on social media to build loyalty and gain new customers. It provides examples of how airlines like Air France, British Airways, and American Airlines have used social media to allow user interaction and provide better customer service.
PiQ is a social media analytics platform that allows companies to track customer audiences in real-time, detect trends, identify influencers, and perform deep content analysis. It is built on targeting audiences rather than keywords and provides real-time insights without requiring prior knowledge. The document provides several examples of PiQ's audience analysis capabilities, including gender demographics and influence scores of followers for various airline accounts. It also identifies top influencers and power users within audiences of KLM, American Airlines, British Airways, and Virgin Atlantic.
Social media in The airlines Business, 2011, 2nd JourneyHatem Kameli
The document discusses how airlines are using social media and outlines some key points. It discusses the growth of platforms like Facebook, YouTube, and Twitter. It then outlines airlines' plans to use social media to reach passengers and sell tickets. The benefits of social media for airlines are listed as increasing revenue, reducing costs, and improving customer satisfaction and loyalty. Case studies on specific airline uses of social media are presented, along with strategies for social media customer relations programs and setting up a social media office. Metrics and monitoring of social media are also discussed.
How Can Airlines Prevent A Social Media Strategy Crash Simplify360
This deck is a life saver for all the airline operators who value their customers. It encompasses all the key metrics airlines should track and how Simplify360 can help them in managing their online complaints.
Airline industry is the second most social industry. It is transforming the way Airlines are establishing and adopting customer relation policies.
Customers are proactively engaged and empowered through social CRM. The main objective is to improve customer experience.
Travellers from around the world form communities and connect with others to share their experiences with airlines, giving these brands a huge opportunity for a word of mouth referral system.
This marketing proposal summarizes Katie Fulton's real estate services and experience. She is a REALTOR with over 20 years of experience and is a member of Century 21 Access America, the top producing Century 21 office in Connecticut. Her proposal highlights her professional qualifications and memberships, the strengths of Century 21 including its large network and brand recognition, and the services her office provides like its transaction management center.
5 insights on social media, which airlines in must tap onSimpliFlying
This document provides 5 insights for airlines on using social media effectively in Latin America. It notes that social media usage in Latin America is growing rapidly, with internet user growth of 80% in the last 5 years. It also emphasizes that social media is not a fad and that airlines should view driving revenue through social media channels as an opportunity rather than something to avoid. The document promotes tools available to airlines for social media and encourages airlines not to sit idle on the sidelines when it comes to adapting to changes in how customers engage online.
Successful Social Media Comm Week #6 DeckSteven Ziemba
The document provides information on managing unexpected situations and crises that can occur on social media. It discusses tips for handling social media disasters such as responding quickly and empathetically. Examples are given of crises experienced by companies like Domino's Pizza, Gap, United Airlines, and Maker's Mark. The importance of monitoring social media and having a prepared crisis response plan is emphasized. Advice is also provided on addressing different types of negative commenters, such as complainers and trolls, in a constructive manner.
This document summarizes the shift from traditional social media to private messaging apps. It discusses how social media initially gained popularity by fulfilling human needs for connection but brands began overtaking feeds with promotions. Users then moved to private messaging apps like WhatsApp, Snapchat, and Facebook Messenger which provide a more private and convenient experience. The document argues that these apps can mutually benefit users and brands if brands adopt opt-in advertising and creative monetization strategies versus interruptive ads.
Facebook Rich Media Announcement: What does it all mean?Closed
Moontoast's explains Facebook's July 2013 announcement about rich media. Discover how rich media works in Facebook, the impact of the coming changes and the new opportunities for social advertisers.
Facebook launched a digital assistant called M that uses both AI and human assistants to answer queries. This could change how people interact with brands through platforms. Twitter launched Moments, a curated collection of tweets on topics that will be accessible to all and could include sponsored moments. Ad blocking is a growing threat as it is incorporated into mobile operating systems, which could reduce digital advertising revenue and change how brands must engage audiences.
10 Trends For Social Media In 2010 Social Media Arizona 2010C. Edward Brice
The document summarizes 10 social media trends for 2010. It discusses how social media became mainstream in 2009 with over 300 million unique visitors and how word of mouth marketing expanded globally through social networks. Some key trends highlighted include a shift from technology to focusing on relationships, the growth of niche communities, the convergence of social and mobile technologies, the evolution of marketing roles, and a greater focus on social media optimization and measuring non-financial metrics like engagement and influence.
Facebook Messenger: The Path to Monetization Alan Alden
Facebook Messenger is growing rapidly with over 1.4 billion users currently and projected to reach 2.5 billion users by 2018. It is in a two-horse race with WeChat for dominance in the mobile messaging space. To achieve monetization like WeChat, which has an ARPU of $7, Facebook Messenger will need to focus on payments integration, incorporating commercial users and services into the platform, and using AI to improve the user experience. WeChat's success in monetization through payments, gaming, advertising and official accounts provides a model for Facebook to pursue payments, content, and the creation of an app ecosystem within Messenger.
Wookey is developing a collaborative search platform that allows users to socially search for and share information on the internet. It aims to address limitations of current search experiences by making search more social and interactive. The founders recognize an opportunity to capitalize on declines in traditional search and the rise of social media. Wookey's goals are to redefine how people collaborate and search for information online through an embedded, revenue-generating platform that facilitates creative knowledge sharing between users and experts. The timing is right for this as mobile social networking and discovery are among the fastest growing areas of the internet.
The Index of corporate online effectiveness is a once-a-year snapshot of how well the world’s largest companies by market capitalisation use their websites, mobile and social channels, and apps to support their business objectives.
The document discusses a "Light Footprint" approach to management in a VUCA (volatile, uncertain, complex, ambiguous) world. It notes that traditional management methods are no longer effective given increased difficulties and widespread criticism companies now face. The Light Footprint approach is inspired by military strategy, which serves as a leading indicator of how competition will evolve. It focuses on winning with limited resources and no margin for error. The approach aims to help companies adapt to constant changes and disruptions in today's digital world.
Learn the fundamentals of how to craft an effective message and what ways you can market online without breaking the bank. Provided by www.clickedstudios.com
12 technology trends from major developer announcements from the largest companies in tech and evolving consumer habits that have dominated the first half of 2019.
We filter these trends through the framework of Empower, Exponential and Enhanced.
The characteristics of a successful online branddixonl3
ASOS has achieved robust online brand success through maximizing various aspects of digital marketing and web 2.0 technologies. This includes effective search engine optimization, online advertising, robust social media presence, viral marketing campaigns, and mobile marketing strategies. ASOS also encourages customer engagement through brand communities and user-generated content. Continually adapting to new technologies and analyzing web analytics will help ASOS sustain its brand leadership over time.
Social Networking: Should it be more about Relationship Building than Selling...Mary S. Butler
Presentation deck for today's (Oct. 15, 2009) Social Networking panel at the J.D. Power Automotive Internet Roundtable.
A large number of the car dealers now on Facebook and Twitter use their status updates to list inventory. However, the real value in joining these social networks may be the opportunity to create relationships with both customers and colleagues alike.
This panel covered:
• OEMs and dealerships who are using social networks effectively
• Opportunities to build relationships with current customers and potential rewards (increased visits for service, referrals, etc.)
• Advantages of connecting with fellow dealers (information sharing/collaboration, etc.)
Panelists:
- Christopher Barger, Director of Social Media, General Motors (@cbarger and @GMblogs)
- Jared Hamilton, CEO and Founder, Drivingsales.com (@drivingsales)
- Tom Chisholm, Midwest Sales Director, Facebook
- Eric Miltsch, IT-Web Director, Auction Direct USA (@AuctionDirect)
- Ralph Paglia, Director of Digital Marketing, ADP Dealers (@ralphpaglia)
Moderator: Mary S. Butler, Editor of Headlightblog.com and Razorfish Senior Content Strategist (@msbutler and @SocialDealers)
Presentation deck designed by Leon Li, Razorfish (@leonbignogin)
Platform Revolution - Ch 01 Intro: How Platforms are Changing CommerceMarshall Van Alstyne
Content: (1) Evidence platforms beat products in value, recognition, speed (2) Platform definition (3) Firm implications
These slides provide complimentary course materials for the Ch 1 of Platform Revolution - How Network Markets are Transforming the Economy and How to Make Them Work for You. Final slides provide reading supplements and links to other chapters for industry and academia.
Brief Overview to Social Media & Airlines brandsp_mato
This document discusses how brands can benefit from engaging with customers on social media. It defines Web 2.0 as websites that facilitate user interaction and content sharing. Some main Web 2.0 platforms mentioned are social networks, blogs, and collaborative sites. The document recommends that brands engage in real conversations with customers on social media to build loyalty and gain new customers. It provides examples of how airlines like Air France, British Airways, and American Airlines have used social media to allow user interaction and provide better customer service.
PiQ is a social media analytics platform that allows companies to track customer audiences in real-time, detect trends, identify influencers, and perform deep content analysis. It is built on targeting audiences rather than keywords and provides real-time insights without requiring prior knowledge. The document provides several examples of PiQ's audience analysis capabilities, including gender demographics and influence scores of followers for various airline accounts. It also identifies top influencers and power users within audiences of KLM, American Airlines, British Airways, and Virgin Atlantic.
Social media in The airlines Business, 2011, 2nd JourneyHatem Kameli
The document discusses how airlines are using social media and outlines some key points. It discusses the growth of platforms like Facebook, YouTube, and Twitter. It then outlines airlines' plans to use social media to reach passengers and sell tickets. The benefits of social media for airlines are listed as increasing revenue, reducing costs, and improving customer satisfaction and loyalty. Case studies on specific airline uses of social media are presented, along with strategies for social media customer relations programs and setting up a social media office. Metrics and monitoring of social media are also discussed.
How Can Airlines Prevent A Social Media Strategy Crash Simplify360
This deck is a life saver for all the airline operators who value their customers. It encompasses all the key metrics airlines should track and how Simplify360 can help them in managing their online complaints.
Airline industry is the second most social industry. It is transforming the way Airlines are establishing and adopting customer relation policies.
Customers are proactively engaged and empowered through social CRM. The main objective is to improve customer experience.
Travellers from around the world form communities and connect with others to share their experiences with airlines, giving these brands a huge opportunity for a word of mouth referral system.
This marketing proposal summarizes Katie Fulton's real estate services and experience. She is a REALTOR with over 20 years of experience and is a member of Century 21 Access America, the top producing Century 21 office in Connecticut. Her proposal highlights her professional qualifications and memberships, the strengths of Century 21 including its large network and brand recognition, and the services her office provides like its transaction management center.
5 insights on social media, which airlines in must tap onSimpliFlying
This document provides 5 insights for airlines on using social media effectively in Latin America. It notes that social media usage in Latin America is growing rapidly, with internet user growth of 80% in the last 5 years. It also emphasizes that social media is not a fad and that airlines should view driving revenue through social media channels as an opportunity rather than something to avoid. The document promotes tools available to airlines for social media and encourages airlines not to sit idle on the sidelines when it comes to adapting to changes in how customers engage online.
Big Data for Airlines: A Digital Journey from Social Media to your Bottom LineSergio Mello
The document discusses how analyzing big data from social media can improve the airline travel experience. It describes Satisfly's use of social media data mining to assign seats based on customers' moods and profiles. It then provides examples of how intersecting travel behavior data with environmental data like temperature and ocean currents can provide insights. Finally, it discusses how airlines can leverage social shopping and continuous customer engagement across the travel lifecycle to deliver personalized experiences.
Analysis of WestJet's Use of Social MediaJonathan Bagg
Here is a case study on WestJet's us of Social Media. Its no secret that WestJet has a top creative team supporting their effort. Looking beyond some of their viral videos, we can see that the airline is doing much more than making us laugh. Take a look and see how they handle crises, customer service, revenue generation and more via social media. This presentation has a strong focus on Twitter. I completed this in the context of some graduate studies I was completing in February 2015.
Social media in the airlines business, 1st journey, 2011Hatem Kameli
The document discusses social media and its growth. It provides statistics on the large user bases and growth of Facebook, YouTube, and Twitter. It then discusses how major airlines like Malaysia Airlines, Delta, Lufthansa, and JetBlue utilize social media for marketing, customer service, and revenue generation. Case studies show how airlines use platforms like Facebook, Twitter, and YouTube to engage customers, sell tickets, handle customer service, and more. The document advocates that social media can increase revenue, reduce costs, improve brand awareness and customer loyalty for airlines.
This document discusses a big data project analyzing US airline flight data. The project aims to analyze over 500GB of flight data from the past 5 years to identify the top airlines and airports experiencing delays. Hadoop and MapReduce will be used to process and analyze the large dataset. The analysis will identify the top carriers experiencing delays as well as the top states and airports with departure delays. Findings will be visualized through graphs and a thematic map of US airline delays by state.
Airline Analytics: Decision Analytics Centers of ExcellenceBooz Allen Hamilton
Booz Allen's Decision Analytics Center of Excellence employs modeling and simulation, decision science, operations research, and quantitative analysis to deliver data-driven solutions that improve performance, optimize flows, and help stakeholders understand what and when events are likely to occur.
Top 50 case-studies of airlines and airports excelling in social mediaSimpliFlying
The best case-studies of airlines and airports marketing on social media
If you work in an airline or airport organisation and wish to download the slides, please email contact@simpliflying.com
R by example: mining Twitter for consumer attitudes towards airlinesJeffrey Breen
This document describes analyzing sentiment towards airlines on Twitter. It searches Twitter for mentions of airlines, collects the tweets, scores the sentiment of each tweet using a simple word counting algorithm, and summarizes the results for each airline. It then compares the Twitter sentiment scores to customer satisfaction scores from the American Customer Satisfaction Index. A linear regression shows a relationship between the Twitter and ACSI scores, suggesting Twitter sentiment analysis can provide insights into customer satisfaction.
Airline Revenue - Case Study and Industry AnalysisFrank A.
Airlines are facing increased pressure to cut costs and optimize revenue. Technology and other innovative ideas will be presented to harness all the resources necessary to be as efficient and cost effective as possible. The advent of Big Data for the Airline industry is coming at exactly the right time. Just over 100 years in the making, the industry is poised to flourish. New entrants and globalization of the world economy through communication mediums are giving rise to demanding business models that strive to get and keep market share. It will be imperative for all industry players to use data and integrate into all cost saving and profit based business initiatives. This paper illustrates and investigates many spheres of the airline industry including all the facets where airlines may increase revenue, streamline processes, cut costs, and become as cost efficient as possible.
1) Social media is revolutionizing how airlines communicate with customers, who now expect transparency, consistency, and responsiveness.
2) Airlines are using social media for marketing, customer service, and crisis management. They must balance engagement with consistency in brand messaging.
3) Case studies show how Southwest, JetBlue, Alaska Airlines, and others effectively used social media during crises and to strengthen customer relationships.
This document discusses how airlines can use social media, including Twitter, Facebook, blogs, YouTube and online newsrooms, to improve relationships with customers and other stakeholders. It provides an introduction to different social media tools and their benefits for airlines, and gives examples of how some airlines have effectively and ineffectively used tools like Twitter and Facebook. The goal is to help airlines understand the importance of social media and provide best practices for utilizing these channels.
This paper outlines best practices to adopt social media and how
social media communication offers Airlines an edge to improve
existing relationships, and increase brand reach
The document discusses how airlines can use various social media platforms like Twitter, Facebook, YouTube, blogs and online newsrooms to improve customer relationships and communication. It provides guidelines on using each platform and case studies showing both effective and ineffective uses by airlines. The key platforms covered are Twitter for monitoring conversations and responding to customers, Facebook for building communities, and YouTube and blogs for sharing content and stories.
Southwest Airlines has successfully utilized social media, especially Twitter, to engage customers and build its brand. It has over 1 million Twitter followers and encourages customers to share both positive and negative flight experiences. Southwest monitors social media comments and responds quickly to address customer issues. It also uses social media to advertise promotions. By taking a customer-focused approach and responding to customers in a personal way, Southwest has developed a strong online reputation and social media presence.
Airlines industry is one which has gone deep down and struggled hard for its survival continuously over the years.
cover
Customers are now sharing and expressing their opinion about everything and at any time of the day, and also attracting / influencing the opinion of others.
With the development of social media platforms, a number of leading global airlines have taken a different route and approach to market them.
Find out how the top Airlines are performing on social media.
Case study 5 chapter 91. 2. Answer the Case Study Questions (f.docxwendolynhalbert
Case study 5 chapter 9
1.
2. Answer the Case Study Questions (found at the end of each case study) in 500-750 words total (not including reference list).
3. Include at least one additional, external reference to sources such as an article or video. Cite the reference(s) in your study.
Your case study will be graded on the following:
Grading: 20 points
Content 80% (how thoroughly and logically you answer the questions, how well you incorporate your reference(s), how well you make arguments and state facts to support your answers).
Spelling/Grammar/Punctuation 20%
Interactive Session: Technology Getting Social with Customers
Businesses of all sizes are finding Facebook, Twitter, and other social media to be powerful tools for engaging customers, amplifying product messages, discovering trends and influencers, building brand awareness, and taking action on customer requests and recommendations. Half of all Twitter users recommend products in their tweets.
About 1.6 billion people use Facebook, and more than 30 million businesses have active brand pages, enabling users to interact with the brand through blogs, comment pages, contests, and offerings on the brand page. The “like” button gives users a chance to share with their social network their feelings about content and other objects they are viewing and websites they are visiting. With like buttons on millions of websites, Facebook can track user behavior on other sites and then sell this information to marketers. Facebook also sells display ads to firms that show up in the right column of users’ home pages and most other pages in the Facebook interface such as photos and apps.
Twitter has developed many new offerings to interest advertisers, like “promoted tweets” and “promoted trends.” These features give advertisers the ability to have their tweets displayed more prominently when Twitter users search for certain keywords. Many big advertisers are using Twitter’s Vine service, which allows users to share short, repeating videos with a mobile-phone app or post them on other platforms such as Facebook.
Lowe’s is using Facebook mobile video and Snapchat image messaging to help first-time millennial home buyers learn home improvement skills. The home improvement retailer launched a new series of social videos in April 2016 to showcase spring cleaning and do-it-yourself projects. Lowe’s believes this is a more immediate and interactive way to reach younger consumers who are increasingly spending time on visual-driven social media platforms.
Lowe’s “FlipSide” videos are short, two-sided live action videos that show simultaneously what can happen if a homeowner doesn’t clean the gutters and air filters or prune overgrown shrubs compared with the results of proper spring cleaning. These videos take advantage of the flip video application in Facebook’s mobile feed that enables users to change the orientation of the video, and the videos link back to the Lowes.comwebsite.
Lowe’s “In-a-Snap” Snapchat ...
This document discusses the importance of using social media strategically through a two-way symmetric model of communication. It provides examples of how Comcast failed to effectively engage with customers online, which led to negative publicity. The key aspects of a successful social media strategy outlined are to monitor, listen to, and genuinely respond to customer feedback. Done well through building relationships and contributing to the community, social media can help raise an organization's "whuffie" or reputation. The example of Southwest Airlines' integrated social media approach that incorporates these principles is highlighted.
Social loyalty programs are emerging as a trend to reward customer engagement on social media. Case studies show companies like 500friends and PunchTab that provide platforms for brands to offer points and rewards for social actions like likes, shares, and reviews. An expert predicts social loyalty programs will overtake traditional point-based programs. As more customer data is collected across social networks, future programs will integrate more widely and allow more customer control over brand interactions.
This document provides an executive summary of research conducted by the IBM Institute for Business Value on customer engagement through social media. The research found that while consumers are embracing social media, most do not see it as a way to connect with brands and companies. Instead, customers are pragmatic and want tangible value in exchange for their attention and data on social platforms. The report also uncovered gaps between what businesses think customers want from social interactions and what customers actually report. Overall, the research highlights that businesses need to design social media experiences focused on delivering value to customers, rather than assuming customers want to engage to feel connected to brands.
This document discusses how brands can use social media for marketing and customer relationship management. It notes that social media allows two-way interaction between brands and customers. The document then provides statistics on popular social media platforms like Twitter, YouTube, Facebook and LinkedIn that demonstrate their growth and influence. It explains why brands use social media to leverage customer evangelism and influence among networks of people. The key is to provide a positive customer experience so that customers will voluntarily spread word of the brand to their own social networks.
This document discusses how companies can effectively use social media like Facebook and Twitter for customer relationship management. It provides statistics on social media usage and the growth of social networking. It argues that by listening to customers on these channels, addressing their needs, and sharing helpful information, companies can improve customer satisfaction, trust and retention. Examples are given of how Dell and President Obama successfully used social media to transform their public images. The challenges of not tracking consumer conversations and integrating social media into CRM processes are also outlined.
Business Case #3 Social Media Marketing Between 2004 a.docxRAHUL126667
This document discusses 7 major social media platforms and how companies can use them for marketing:
1) Facebook allows companies to create pages to connect with customers and target ads.
2) Instagram is popular for lifestyle photos and videos; companies can feature products and direct users to sales.
3) Twitter is good for responding to customers and building brand awareness through tweets.
4) YouTube provides a way for companies to create viral marketing videos and advertise before other videos.
5) Pinterest inspires users and has higher conversion rates than other platforms.
6) Snapchat is growing and companies are creating TV-style ads; individuals have monetized the platform faster than brands.
7) WhatsApp provides
This is a presentation from our recent workshop here at Essential Communications. This presentaion provides an outline of social media, from platforms to engagement.
Financial Services and Social Media, What's Next?Bradley Jobling
The document summarizes a panel discussion hosted by the Columbia Business School Alumni Club of New York on using social media for financial services. Some of the key points made were:
- Financial institutions like Citibank are using social media like LinkedIn to build their brand and recruit, rather than just promote products.
- Companies are struggling with social media ROI and regulating customer-generated content.
- Financial services firms must comply with many regulations when using social media for business.
- Social media will increasingly be used innovatively, like crowdsourcing problems or using social platforms within social platforms.
A transportation logistics guide to getting started with social mediaEleets Transportation
This document discusses the importance and benefits of social media for businesses in the transportation and logistics industry. It provides an overview of major social media platforms like Facebook, Twitter, LinkedIn and YouTube. It explains how transportation companies are using these platforms to engage customers, find carriers, share industry news and generate leads. The document emphasizes that social media requires active engagement with audiences to see real benefits, and is a valuable low-cost way to build awareness, traffic and partnerships over time.
This document discusses how brands can use social media for marketing and customer relationship management. It notes that social media allows for two-way interaction between brands and customers. The document then provides statistics on the growth and usage of various social media platforms like Twitter, YouTube, Facebook, LinkedIn and MySpace. It discusses how social media platforms continuously evolve based on user demands. The document advocates that brands can benefit from social media by empowering customers to spread positive experiences about brands to large networks, which can significantly help sales and brand perception.
Top 10 Customer Service Initiatives on Social Media by AirlinesSimpliFlying
Airlines, understanding the value of social media in responding to customers, have started developing customer service programs on social media reaping rich rewards.
The document discusses how social media has fundamentally changed the relationship between corporations and customers. It provides three case studies on how different organizations have used social media strategically: 1) CPSalumni.org used social media to reconnect alumni and facilitate conversations; 2) Ernst & Young used Facebook to engage with potential recruits; 3) Barack Obama's campaign used various social media platforms to energize supporters and spread their message. The document advises companies to identify target audiences and goals before developing a social media strategy and to see social media as a long-term investment in partnering with customers.
Social media success strategies June 2010 by CEO Hillary Bresslerhillarybressler
The document discusses social media strategies for business success. It defines social media and provides statistics on the growth and usage of major platforms like Facebook and Twitter. The presentation outlines how companies can use social media for sales, branding, customer service, recruiting, and more. It provides best practices like listening to customers, telling your story, and setting realistic expectations. Challenges discussed include not replacing other marketing, the difficulty of monetization, and dealing with bad reviews. Monitoring tools and the latest platforms like Foursquare and Twitter advertising are also mentioned.
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Airlines Social Media - Case Studies
1. www.SimpliFlying.com
Airlines in Social Media
Case studies featuring six airline brands conquering the space
Aviation :: Branding :: Technology
2. Foreword
"An airline brand is not what you say it
is, it‟s what they say it is."
In a recent conversation with an airline CEO, not sure yet about how airlines can build a
he mentioned to me how he likened the rise strong brand through social media.
of social media and Web 2.0 to the growth
of the Internet in 1998. I couldn’t agree with Yes, it can be difficult to dive in, but the
him more. Back then, every business repercussions can be terrible if airlines choose
seemed to need a B2B or a B2C web not to use social media. In the words of Bill
strategy. Marriott, CEO of Marriott Hotels, "Social
Media is not going away, it’s not a passing fad.
It’s pretty similar now, where all businesses If you don’t start playing now then you are
are being advised to come up with a social going to be playing catch up and falling
media strategy, regardless of whether they further behind as it moves more mainstream"
make planes or fly people in them – B2B or
B2C, just like before. However, for airlines, Hence, this series of six case studies by
it’s a little different. SimpliFlying, which aim to share with airline
executives best practices from the ever-
If social media became popular in 2009, changing landscape of social media branding
then, in 2010, it will become mainstream. In for airlines. After all, we all want to learn from
fact, as I wrote on Mashable.com, “when it the best. From airBaltic, which is proud to
comes to airlines, social media is no longer have a larger presence online, than probably
the “new” thing. JetBlue has over one and a in the real-world, to AirAsia, which has
half million followers on Twitter. Lufthansa become a master in using social media for
allows passengers to update their Twitter or driving business objectives.
Facebook statuses informing others about
their whereabouts in the sky. AirAsia drives We’re sure you’ll learn at least a couple of
buzz about its new destinations through strategies from these airlines’ forays into
custom micro-sites.” social media that can be applied to your own
airline.
However, a number of social media
incidents have scared airlines to embrace Cheers to innovation.
the medium fully. Seen the YouTube video
“United Breaks Guitars” yet? Heard about Keep Flying, SimpliFlying.
Kevin Smith tweeting about Southwest Shashank Nigam,
Airlines? Many senior airline executives are shashank@simpliflying.com
3. Where do the fans of these airlines
hang out?
Source: SimpliFlying.com
Tweet Level Score:
Measurement of user’s importance on Twitter
Influence
Popularity
Engagement
Trust
AirBaltic Alaska Qantas Volaris JetBlue Southwest
Source: Tweetlevel.com
4. AirBaltic in social media
“We‟re proud to have a larger presence in
social media than we probably have in the
real world.” -Karlis Smiltens
The business objective – building Challenges to overcome
relationships One of the main challenges airBaltic faces is
Like many other airlines, airBaltic chose to general inexperience with social media. This
participate in social media so they could build can be overcome only through trial and error
better relationships with their customers. and requires the help of dedicated
They noticed that several other airlines employees.
already had social media accounts and saw To become a brand differentiator and
that they were benefiting from it. Therefore, encourage a stronger following, airBaltic can
they decided they would join the fun. empower its social media team to inject more
Within airBaltic there was also an evolving personality into the brand by enhancing the
strategy, which favored the use of social “human touch” and responding more
media. Their business model went from being efficiently to criticism (e.g. offering rebates or
a point-to-point low-cost carrier to a service extending lounge invitations).
minded network carrier. Also, due to the The current procedure is to investigate until a
economic recession, travel dramatically status quo is reached. While maintaining a
declined in Latvia. Social media allowed stand that different platforms serve different
airBaltic to easily reach their other customers functions (Facebook for CRM, Twitter for
who lived outside of Latvia, and this ended up information, YouTube for Entertainment)
in a larger presence online than in the real airBaltic can look into integrating the
world. different platforms so that customers can
identify better with the airline.
Platform of choice - Facebook
airBaltic is using social media mainly for What the future holds
product marketing and customer relationship airBaltic realizes that social media will play an
management (e.g updating and responding to ever increasing role in their airline. In the
customers’ feedback). The airline has held future, they will continue to try and attract
several competitions to engage with their fans. new customers and develop relationships
“Help us set lowest fares for specific routes”, with their current customers. They hope to
was a recent contest they held. It resulted add more content to their social media
with in a 30% discount exclusively for their accounts and want their ‘fans’ to create
Facebook fans. This has also generated lots of additional content in order to foster a two-
buzz and increased brand awareness in key way relationship. Ultimately, it not only
markets like Finland. wants to drive engagement, but loyalty also
through social media.
5. Alaska Air in social media
“Airlines have turned to social media so that
they can establish fruitful relationships with their
customers…” -Elliott Pesut
Alaska Airlines’ social media efforts got a kick and engagement with its followers.
start in early 2009 after a volcanic eruption According to the TweetLevel report, Alaska
near Ancourage, Alaska, one of the airline’s Airlines scores higher in engagement level
hubs. The eruption caused unpredictable than its popularity. Even though there is only
delays to flights and the airline needed to a slight difference between these scores, it is
inform its customers about changes in real- clear that the airline has worked hard on
time, as well as sooth nerves. And they turned making Twitter an active engagement
to Twitter, calming nerves online while channel for its followers. This implies that
updating passengers of their flight status. What Alaska Airlines focuses not only on
started then has now transformed into a full- disseminating information but on conversing
fledged social-CRM initiative across social with its followers as well.
media platforms.
Challenges to overcome
The business objective – to listen and respond One of the challenges Alaska Airlines faces is
in real-time an inconsistent style of tweeting, because
As revealed in an interview with SimpliFlying, there are no existing standards yet. When
Elliott Pesut, the key person leading social asked how they balance organizationally
media execution at the airline shared that focused tweets with more casual
Alaska Airlines wants to use social media to conversations Elliott responded, “depends
listen to what their customers are saying and on the day.” In the long run, it is better to
respond in real-time. This is clearly an offer a more consistent image so people will
important skill that most airlines would want to know what to expect. This is especially true
adopt since even a slight inkling of dissent online, since many of the interactions
could prove costly for the company and needs happen with people who are not even
to be tackled head on. customers yet.
The platform of choice - Twitter What the future holds
Alaska Airlines’s strength is the fact that they In the future Alaska Airlines would like to
have focused on one platform. Almost 70% of become more conversational. This seems to
the airline’s “fans” are on this platform. They be a great idea because it leverages on the
have clearly identified the value that social main strength of Twitter, the airline’s
media provides and are prepared to respond to platform of chose. Moreover, it is easier to
customers with a respectful, prompt, and develop relationships with people when you
accurate answers. Twitter has aided them talk casually, as opposed to broadcasting
immensely in building a strong customer- marketing messages. It helps forge close
oriented image. bonds with the audience, some of whom
Alaska Airlines maintains a high popularity level may go on to become brand ambassadors.
on Twitter and retains a high level of influence
6. Qantas in social media
“Social media can help Qantas greatly in
creating a sense of community”
-Karla Courtney
Compared to airlines such as JetBlue and premium image. The airline knows that it is
Southwest, Qantas exhibits a lower level of important to uphold its brand image because
influence and engagement on Twitter eventually, all companies benefit from the
(according to Edelman’s Tweet Level perception their customers have of them.
measurement). This is despite its high Qantas is also able to inspire travel by using
popularity, especially among Asian followers. well-known Australian personalities to
This means that in order to engage the promote their airline.
audience better, Qantas needs to make itself
more accessible to everyone. This can be done Challenges to overcome
by making information easier to find: hashtags A particular challenge Qantas faces is
can be used to get a greater bang for buck. A differentiating their separate Twitter
slightly worrying aspect Qantas might want to accounts from one another. To the
address is the unusually low trust score. This customer, something with the Qantas name
can be achieved by ensuring more transparency is the same as any other with the same
in its operations and consistency in operations name. But, in reality, each Qantas Twitter
and interactions with customers online. account serves a unique function. A certain
amount of clarity is required when operating
The business objective online. Due to the proliferation of
Essentially, Qantas uses social media for three information online, companies run the risk of
reasons: to drive traffic, facilitate engagement alienating customers by providing
with its customers, and to increase awareness information that is unclear or haphazard in
about the brand. With the rapid growth of its presentation. Customers have certain
social media, most airlines have now realized expectations when they follow a Qantas
that staying offline would be a huge Twitter account and when these expectations
competitive disadvantage. In an industry where are not met they are sure to unfollow that
there is a race to get more customers, account.
engagement online is seen as an important way
to create value for more customers. Qantas’s What the future holds
executives, who wish to create a sense of It’s quite apparent that Qantas is still getting
community between the company and its used to the social media landscape. The
customers, understand that social media can current focus is to keep learning and evolving
help the company greatly towards achieving strategies for the future. The airline plans to
this end. continue promoting Qantas on social media
through their newsletter. A Twitter stream
Platform of choice - Twitter on the Qantas Travel Insider Site is another
An area Qantas excels at in social media is addition to Qantas’s social media ambitions.
keeping their tweets consistent with their
7. Volaris in social media
“It is a unique opportunity to have a „voice‟ and
interact „live‟ with our customers.”
-Jose Calderoni
The business objective – greater interaction airline wants to tackle. First, it wants to
with customers manage a continuous online presence.
Mr Jose Calderoni, Director of Product & Essentially, its presence on the internet is now
Customer Experience at Volaris, in an based on its working hours. However, the
exclusive interview with SimpliFlying shared internet never sleeps; to maintain a
that social media has been crucial as a tool of continuous dialogue with customers it seeks to
engagement for one of the most successful remain open for a larger number of hours.
budget airlines in Central America. It allows Second, continuing from the first challenge, as
the airline to respond to many customer Volaris seeks to engage more customers and
requests and complaints speedily. Most of the provide more insight into the company, it
time, customers simply want someone to wishes to cultivate more brand ambassadors
listen to them. Social media provides the through social media. The final challenge,
perfect platform towards that end since it not which again focuses on the customers, is to
only reduces the cost of operating other develop more videos and interactive content
communication platforms, but it also allows which customers find useful and interesting.
customers to take advantage of special
promotions offered only on these channels. What the future holds
As the social media sphere further evolves,
Platform of choice - Facebook there are two aspects the airline wants to
At the moment, Volaris is focusing its efforts target. First, it wishes to develop Twitter and
on Facebook, even though it has a respectable Facebook accounts for its English-speaking
following on Twitter. However, Facebook is customers. This would help it reach out to a
clearly a larger engagement channel for the much larger audience than its current pages
company as it has almost 30,000 followers which are in Spanish. Second, it will further
there compared to around 15,000 on Twitter. focus its social media efforts around its
The company understands that Facebook customers. This implies more sensitivity to
provides a number of advantages over Twitter customers’ concerns, opinions or even
such as the ability to visually attract people by misgivings about the airline. Based on this,
posting rich content such as pictures and information provided on social media channels
videos. However, they agree that in terms of will be further refined; at the same time,
response time, Twitter is faster since richer content will be developed to grab the
retweeted content can spread extremely attention of more users. Moving ahead, the
quickly though the platform. airline seeks to create more awareness about
its brand and eventually build its own
Challenges to overcome applications around these platforms.
There are primarily three challenges the
8. JetBlue in social media
“Social media gives you the ability to observe what
people are saying about your airline in real time.”
- Morgan Johnston
The business objective – customer enables the airline to observe what people are
engagement saying about it and clear any misconception or
The 2007 ice storms really put a damper on false rumours.
JetBlue’s operations and it was this incident
that prompted, and encouraged, the use of Challenges to overcome
social media. JetBlue uses social media One of the challenges JetBlue faces is learning
because it allows a close conversation how to respond effectively to criticism.
between the airline and its passengers who JetBlue feels that the best way to deal with
can conveniently receive information about criticism is to adopt a case-by-case approach.
events on time. Sometimes passengers just need to vent a
JetBlue is a leader among airlines using social little and JetBlue believes that if they insert
media and has the most number of followers themselves into this discussion it could be
compared to its peers. According to Edelman’s counterproductive. Another challenge JetBlue
Tweet level score, in addition to popularity, has run into is customers believing they should
JetBlue also has displays very high level of be given preferential treatment just because
engagement with its followers. This probably they have a lot of followers. A final challenge
explains JetBlue’s ability to build high level of is managing the expectation that engagement
trust with its people. in social media is a permanent fall-back when,
customers aren’t happy with the response
Platform of choice - Twitter they might receive through traditional
For its social media strategy, JetBlue interacts channels.
with more fans on Twitter than on Facebook.
The airline’s chief strengths are the loyalty of What the future holds
its followers and its high engagement with The future looks bright for JetBlue. Their
them. Its ability to adapt to changes in the innovative company culture combined with
social media environment is another key over one million (and growing) followers on
strength. Since social media is here to stay, Twitter will lead to even more success on
this ability to go with the flow and adapt to social media. As far as future social media
any changes is very important. strategy is concerned, JetBlue will go where
JetBlue’s presence on Twitter is consistent the people go. If a new Twitter or Facebook
with its image as an innovator: Since social becomes popular you can be sure that JetBlue
media is a relatively new and innovative will be a part of it. Also, JetBlue will continue
medium to connect with passengers, it makes using their crew members to help humanize
sense that JetBlue uses it. Social media also their airline.
9. Southwest in social media
“You need to be where your customers are if you want
to create relationships with them.”
- Christi Day
The business objective – transparency in to “control” the online conversations except to
operations provide facts.
Southwest uses social media primarily
because it allows them to be transparent. Challenges to overcome
For instance, the show ‘Airline’, which was A challenge that Southwest faces is keeping up
Southwest’s first adventure with social with the rapid changes in the social media
media gave viewers backstage access to see landscape. Keeping things simple is also a
how the airline was operated. Southwest challenge: Just because someone has a
knows that many of its customers use social Facebook profile or tweets doesn’t mean they
media, and have hence decided to be where have technical knowledge. Some people believe
the customers are. that gimmicks on Facebook pages attract people
Southwest is able to manage their social and will lead to either increased revenue or
media strategy well because it reflects their more ‘fans’. It is hard to say whether this is true.
business strategy: the social media team is Many oppose gimmicks and say it just creates
not excluded from the other teams and is additional clutter and is a waste of time and
well aware holistically of the operations. The effort. Southwest must be careful in managing
fact that JetBlue is active on all mediums their online presence.
shows that they value and respect
customers’ feedback. It tries to always think What the future holds
from the customers’ point of view to assist Southwest has a solid social media strategy in
them in optimizing the use of social media. place, so their goal for the future is to keep
doing everything they are currently doing, but
Platform of choice - Twitter look to improve in the long run. As Southwest
On Twitter, Southwest Airlines is ranked attracts more ‘fans’ and ‘followers’ they will
second in terms of airlines with the highest begin to devote more time and resources to
number of followers. Not only is it a popular social media. Southwest believes that social
airline, it has a high level of influence and media will become more important in the
engagement with its followers as well. Since future, and are planning accordingly.
Southwest believes in using social media not
just a marketing tool but also as a public The lessons learnt from these six airlines can be
relations and brand expression tool, they applied to almost any airline. These case studies
authorise the social media team to explore were based on interviews which can viewed in
ways to better reach their goals e.g. full (along with more interviews like these),
personalizing their responses with warmth at http://bit.ly/airlineinterviews.
and compassion. This authenticity has You are welcome to email
differentiated Southwest’s brand from that interviews@simpliflying.com if you wish to
of other airlines. Plus, the airline chooses not share your airline’s story.
10. About SimpliFlying
SimpliFlying is a leading airline branding
consultancy, which works with airlines, airports
and hotels worldwide to build a brand strategy
that drives engagement, loyalty and revenues
through social media.
To find out more, please visit
www.SimpliFlying.com