A Statistical Analysis of the Social Media Impact of American Airlines - US Airways Merger by Unmetric, a social media benchmarking firm and a partner of SimpliFlying
If you work in an airline or airport organisation and wish to download the slides, please email contact@simpliflying.com
#SFAwards13 Best Emerging Airline/ Airport on Social Media - Finalist Present...SimpliFlying
This is a compilation of finalist presentations for 4th Annual SimpliFlying Awards for the category of 'Best Emerging Airline/ Airport on Social Media'.
If you work in an airline or airport organisation and wish to download the slides, please email contact@simpliflying.com
SimpliClient: Baltic Miles for Loyalty 2013SimpliFlying
This is a presentation deck by BalticMiles, for their win for Global Innovation in Technology Award at Loyalty 2013.
If you work in an airline or airport organisation and wish to download the slides, please email contact@simpliflying.com
#SFAwards13 Best Emerging Airline/ Airport on Social Media - Finalist Present...SimpliFlying
This is a compilation of finalist presentations for 4th Annual SimpliFlying Awards for the category of 'Best Emerging Airline/ Airport on Social Media'.
If you work in an airline or airport organisation and wish to download the slides, please email contact@simpliflying.com
SimpliClient: Baltic Miles for Loyalty 2013SimpliFlying
This is a presentation deck by BalticMiles, for their win for Global Innovation in Technology Award at Loyalty 2013.
If you work in an airline or airport organisation and wish to download the slides, please email contact@simpliflying.com
A selection of airlines that are using Instagram to drive superior engagement with their customers.
If you work in an airline or airport organisation and wish to download the slides, please email contact@simpliflying.com
Pertaining to this ever-growing and evolving segment, what are various ways in which airports can create and deliver value to their passengers, while building closer, more personal relationships with them?
To analyse this, David McMullen and Shubhodeep Pal will be delving into opportunities such as ‘crowdsourcing’, ‘crowdfunding’, end-to-end mobile experiences and next-generation airport retail over a series of upcoming articles in #AirportMarketingX.
Ethiopian Airlines Hijack to Geneva - Social Media Crisis Management Case Stu...SimpliFlying
As Ethiopian Airlines flight ET702 flew past its scheduled destination of Rome, aviation experts and novices alike were sharing information online at the speed of light. Once the aircraft had landed, it was discovered that it was a rogue co-pilot who had forced the plane to proceed to Geneva in order to seek asylum. No one was injured or harmed.
Though, it’s what happened before the aircraft touched down that should be of concern to aviation executives globally. This deck offers insights and lessons.
Nairobi Airport fire - Crises Management 2.0 Case Study and Analysis #Jkia #J...SimpliFlying
(If you work in an airline or airport organisation and wish to download the slides, please email contact@simpliflying.com)
On August 7, 2013, in the early hours of the morning, Nairobi's international airport terminal was engulfed in a major fire. This is a case study of blow-by-blow accounts of the incident online, from Tweets and Facebook updates coming from passengers, airlines airport and government authorities.
[Featured in The Business Times, 22 August 2016.]"Risk is only dangerous when you do not know what you are doing." An interview with Shashank Nigam, CEO, SimpliFlying, on his entrepreneurial journey.
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United Airlines #flight3411 case study: 7 lessons in crisis communicationsSimpliFlying
United Airlines dragged off a passenger from flight 3411. Amidst a social media storm, the airline's stock price dipped over a billion dollars before the CEO issued a proper apology. He promised to do something about it by April 30. What should United Airlines do now? And what can airlines do to prevent this crisis from happening in the future?
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
Article: Airlines and The Use of Language to Build BrandsSimpliFlying
APEX Magazine, May 2015 - A article by APEX magazine on how airlines use language to build culture, attract customers and staff, and solidify their brands within a competitive industry. Also featuring Shashank Nigam, founder and CEO of SimpliFlying.
The essence of social media marketing for airlines - Airline BusinessSimpliFlying
Being present on a social network is not the same as having a social media strategy for airlines today. Marco Serusi of SimpliFlying writes for Airline Business magazine.
SimpliFlying Featured: Target Audience: Are airports missing a trick? SimpliFlying
Passenger Terminal World, March 2015 Issue: Are airports missing a trick by relying too heavily on mass promotions and discounts, as opposed to more individually tailored marketing campaigns? Among the innovative examples from airports, “Helsinki Airport clearly understands that many passengers share concerns about having to replenish their fridges after coming back from a trip,” says Marco Serusi, senior consultant with SimpliFlying, a global airport consultancy. “With the grocery service, the airport seeks to make the travel experience easy and smooth, while developing itself as a shopping location that meets the various needs of passengers.”
Airline Business, March 2015 Issue - Embracing mobile media can increase customer loyalty and, with deeper thinking, bring about a sustainable advantage, says Shashank Nigam, CEO of SimpliFlying
SimpliFlying Featured: Air Transport IT Summit HighlightsSimpliFlying
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Airport Marketing Exchange: Changi’s Success With Connected TravellersSimpliFlying
Airport World Magazine, Jun/ Jul 2014 - David McMullen, VP, SimpliFlying speaks with Ivan Tan, senior vice president for corporate and marketing communications, Changi Airport Group, on going beyond meeting travellers’ expectations on social media.
Airline Business, March 2014 - As social media becomes the channel of choice for rapid, mass communication, airlines must use it to the full to maintain control over their brands and contact their customers.
A selection of airlines that are using Instagram to drive superior engagement with their customers.
If you work in an airline or airport organisation and wish to download the slides, please email contact@simpliflying.com
Pertaining to this ever-growing and evolving segment, what are various ways in which airports can create and deliver value to their passengers, while building closer, more personal relationships with them?
To analyse this, David McMullen and Shubhodeep Pal will be delving into opportunities such as ‘crowdsourcing’, ‘crowdfunding’, end-to-end mobile experiences and next-generation airport retail over a series of upcoming articles in #AirportMarketingX.
Ethiopian Airlines Hijack to Geneva - Social Media Crisis Management Case Stu...SimpliFlying
As Ethiopian Airlines flight ET702 flew past its scheduled destination of Rome, aviation experts and novices alike were sharing information online at the speed of light. Once the aircraft had landed, it was discovered that it was a rogue co-pilot who had forced the plane to proceed to Geneva in order to seek asylum. No one was injured or harmed.
Though, it’s what happened before the aircraft touched down that should be of concern to aviation executives globally. This deck offers insights and lessons.
Nairobi Airport fire - Crises Management 2.0 Case Study and Analysis #Jkia #J...SimpliFlying
(If you work in an airline or airport organisation and wish to download the slides, please email contact@simpliflying.com)
On August 7, 2013, in the early hours of the morning, Nairobi's international airport terminal was engulfed in a major fire. This is a case study of blow-by-blow accounts of the incident online, from Tweets and Facebook updates coming from passengers, airlines airport and government authorities.
[Featured in The Business Times, 22 August 2016.]"Risk is only dangerous when you do not know what you are doing." An interview with Shashank Nigam, CEO, SimpliFlying, on his entrepreneurial journey.
The SimpliFlying Live Show - daily video show on aviationSimpliFlying
Aviation is full of stories. The SimpliFlying Live Show brings out the stories from the airline industry every single weekday. We do it for our love of aviation. See how you can be a part of the show.
Airlines, hackathons, Labs and VC funds - can it work?SimpliFlying
Can airlines hack their way to success? They're setting up Labs, running hackathons and investing in startups. What's the right way for technology innovation?
United Airlines #flight3411 case study: 7 lessons in crisis communicationsSimpliFlying
United Airlines dragged off a passenger from flight 3411. Amidst a social media storm, the airline's stock price dipped over a billion dollars before the CEO issued a proper apology. He promised to do something about it by April 30. What should United Airlines do now? And what can airlines do to prevent this crisis from happening in the future?
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
Article: Airlines and The Use of Language to Build BrandsSimpliFlying
APEX Magazine, May 2015 - A article by APEX magazine on how airlines use language to build culture, attract customers and staff, and solidify their brands within a competitive industry. Also featuring Shashank Nigam, founder and CEO of SimpliFlying.
The essence of social media marketing for airlines - Airline BusinessSimpliFlying
Being present on a social network is not the same as having a social media strategy for airlines today. Marco Serusi of SimpliFlying writes for Airline Business magazine.
SimpliFlying Featured: Target Audience: Are airports missing a trick? SimpliFlying
Passenger Terminal World, March 2015 Issue: Are airports missing a trick by relying too heavily on mass promotions and discounts, as opposed to more individually tailored marketing campaigns? Among the innovative examples from airports, “Helsinki Airport clearly understands that many passengers share concerns about having to replenish their fridges after coming back from a trip,” says Marco Serusi, senior consultant with SimpliFlying, a global airport consultancy. “With the grocery service, the airport seeks to make the travel experience easy and smooth, while developing itself as a shopping location that meets the various needs of passengers.”
Airline Business, March 2015 Issue - Embracing mobile media can increase customer loyalty and, with deeper thinking, bring about a sustainable advantage, says Shashank Nigam, CEO of SimpliFlying
SimpliFlying Featured: Air Transport IT Summit HighlightsSimpliFlying
2014 Air Transport IT Summit, The Highlights - Shashank Nigam, CEO, SimpliFlying on why social media is no longer an afterthought. It’s integral to the airline business in this age of connected and empowered travellers.
Airport Marketing Exchange: Changi’s Success With Connected TravellersSimpliFlying
Airport World Magazine, Jun/ Jul 2014 - David McMullen, VP, SimpliFlying speaks with Ivan Tan, senior vice president for corporate and marketing communications, Changi Airport Group, on going beyond meeting travellers’ expectations on social media.
Airline Business, March 2014 - As social media becomes the channel of choice for rapid, mass communication, airlines must use it to the full to maintain control over their brands and contact their customers.
SimpliFlying Featured: Social AwarenessSimpliFlying
Airline Business Magazine, Mar 2014 - Airlines are waking up to the potential of social media, not only as a customer service tool but also as a way to significantly boost revenue.
SimpliFlying Featured: Spotlight on Gatwick's Rebrand #airportmarketingXSimpliFlying
Airport World Magazine, Feb/ Mar 2014 - David McMullen, vice president of airports at SimpliFlying talks to Gatwick Airport’s Jeremy Fletcher about the implications of Gatwick rebranding itself as ‘London’s airport of choice’, the process behind it and how integrated
communication efforts are used in pursuit of these goals.
SimpliFlying Featured: Stamp of approvalSimpliFlying
Passenger Terminal World magazine, March 2014 - The battle for brand loyalty between airlines is fierce. The result is a generation of airport lounges that create a brand experience unlike anything that has come before. Shashank Nigam, CEO of consulting firm SimpliFlying, who has advised over 40 airlines and airports around the world, says the trend
is not surprising given the power of a lounge to build engagement with customers. “A lounge that exudes the personality of the airline brand goes a long way in building the relationship between airline and passenger. An immersive experience in the lounge can set the tone for a differentiated experience in-flight and beyond,” he says.
SimpliFlying Featured: Scaling New HeightsSimpliFlying
Airport World Magazine, Dec/ Jan 2014 - SimpliFlying’s David McMullen and Shubhodeep Pal discuss the rise of airport investment in social media. To gain a deeper understanding of airport investments in social media, SimpliFlying surveyed nearly 50 of the best airports on social media, for its annual Airport Social Media Outlook 2013/ 2014.
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.
SimpliFlying Featured: Coping with TragedySimpliFlying
Airline Business, September 2013 Issue - The crash of an Asiana Boeing 777 in San Francisco provides a number of lessons in social media crisis management for airline marketing departments
SimpliFlying Featured: Thinking Differently in the age of Connected TravellerSimpliFlying
Airport World Magazine, Aug/ Sep 2013 - Airport marketing is waking up to the immense opportunities in today’s age of ‘connected travellers’. These travellers, ever more hungry for new experiences, like to carry their living room with them as they travel – a smartphone, an iPad, a laptop. David McMullen and Shubhodeep Pal discuss marketing innovation in the age of the connected traveller.
Airport World Magazine, Oct/ Nov 2013 - In the first of a regular series of exchanges, David McMullen catches up with Przemysław Przybylski of Warsaw Chopin Airport (WAW) to exchange ideas and explain why maximising the social media potential of your airport begins with having a clear plan.
2. THE
SOCIAL MEDIA
BENCHMARKING
COMPANY FOR BRANDS
We monitor and analyze the daily activity on the social media
outposts of over 11,000 brands in 33 sectors across Facebook,
Twitter, YouTube and Pinterest.
Our clients use Unmetric to analyze competitors, benchmark
their performance, and compete intelligently
3. ANALYSIS OF
BRANDS ON
FACEBOOK
Facebook
Fans, Conversations, Engagement,
Campaigns, etc...
4. Fan Base
American Airlines has huge fan base on Facebook compared to US Airways.
However, US Airways grew much faster
700,000
579,367
600,000
500,000
400,000
300,000 16.00%
14.30%
200,000 14.00%
100,000 58,409 12.00%
0 10.00%
American Airlines US Airways
7.60%
8.00%
6.00%
4.00%
2.00%
0.00%
American Airlines US Airways
5. Engagement
American Airlines’ Facebook updates have been twice as engaging
as the ones by US Airways
US Airways 50
American Airlines 102
0 20 40 60 80 100 120
6. Update around the merger
The update by American Airlines was their
most engaging post about the merger
with an engagement score of 310.
The update by US Airways about the merger
between US Airways and American Airlines was
their most engaging post during the time period
analyzed with an engagement score of 306.
7. Average Engagement
The posts that talked about the merger had better
120 engagement for both American Airlines and US Airways
107
100 93
90
80
59
60
40
20
0
American Airlines US Airways
'Merger' Related Posts Average Engagement Feb'13 Average Engagement
8. Customer Service on Facebook
1400 1272
1200 Average Response Time
1000
800
600
400 1 hr 29 mins
200 95
0
American Airlines US Airways
American Airlines has come out as a better 13 hr 40 mins
customer service oriented airline than the US
Airways by replying to a huge 1,272 fan queries.
9. How Sentiment Changed Before & After The Announcement
American Airlines
60.00% increased their positive
sentiment after the
merger, but US Airways
50.00% reduce by a lot
21.10%
19% 22%
40.00%
22.60%
30.00%
20.00%
34.20%
31.70% 30.50%
23.90%
10.00%
0.00%
Before After Before After
American Airlines Positive Negative US Airways
10. ANALYSIS OF
BRANDS ON
TWITTER
Twitter
Followers, Customer Service Metrics,
Campaigns, etc...
11. Follower Base
American Airlines has twice the number of followers on Twitter
than US Airways and their growth rate is higher too
600,000 513,466
500,000
400,000
300,000 262,326
200,000
100,000
0
American Airlines US Airways
6.70% 6.60%
6.60%
6.50%
6.40%
6.30%
6.20% 6.10%
6.10%
6.00%
5.90%
5.80%
American Airlines US Airways
12. Customer Service
50,000 44,315
40,000
Average Response Time
30,000
20,000
10,000
1,528
- 15 mins
American Airlines US Airways
A mind blowing 44,315 replies to customers on
Twitter by American Airlines reveals that it is
better organized to reply to customer queries
on social media than US Airways 1 hr 12 mins
13. ANALYSIS OF
BRANDS ON
YOUTUBE
YouTube
Views, Shares, Uploads, Top Video, etc...
14. Video Views
American Airlines has more number of views
and a higher view growth rate than US Airways
3,000,000 2,808,555
2,500,000
2,000,000
1,500,000
1,000,000
35.00%
500,000 226,755 28.70%
30.00%
0 25.00%
American Airlines US Airways
20.00% 16.10%
15.00%
10.00%
5.00%
0.00%
American Airlines US Airways
15. Subscriber Base
American Airlines has 10 times more number of
subscribers to its YouTube channel than US
Airways and their subscriber base is growing
faster too.
12,000 11,364
10,000
8,000
6,000
60.00% 55.40%
4,000
2,000 1,074 50.00%
0 40.00%
American Airlines US Airways
30.00%
22.30%
20.00%
10.00%
0.00%
American Airlines US Airways
16. Videos around the merger
American Airlines and US
Airways stronger together
as the New American A New American is
Arriving - Commercial
XXX
Behind the
Scenes –
Announcement
Day
17. Number of Views around the merger
Both the airlines posted 3 videos about the merger on their YouTube page and the American
Airlines’ videos were the most watched
US Airways 11,502
American Airlines 72,124
0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 80,000
18. Final
Verdict
When
it
comes
to
social
media
presence,
American
Airlines
has
been
outperforming
US
Airways
on
virtually
every
possible
metric
19. THANK YOU
Please contact us at
info@unmetric.com
for more information
About Unmetric :
Unmetric is a social media benchmarking company headquartered in New York with clients and operations across the
globe. We work with Fortune 500 companies to help them establish benchmarks for their social media teams and social
media campaigns. The data provided by the Unmetric platform can be instrumental in facilitating understanding and
driving down costs by creating more efficient social media teams.