BlogWell DC Social Media Case Study: Delta Air Lines, presented by Rachael Rensink & Jerry Fletcher
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In their BlogWell DC presentation, Delta Air Lines' Manager, Social Media, Rachael Rensink, and Manager, Online Support & Social Media, Jerry Fletcher, share how they are engaging with their customers through social media.
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BlogWell DC Social Media Case Study: Delta Air Lines, presented by Rachael Rensink & Jerry Fletcher
- 2. Re-energizing Traditional Marketing with Social Media Where Social Media & Traditional Advertising Meet
- 7. Twitter Volume & Sentiment
- 8. Keep Climbing Ads, Tab & Modules
- 10. Facebook Users & Likes
- 11. Facebook Tab Measurement Week 1 Impressions & CTR By Landing Page Impressions & CTR By Message Metric Total Delta FB tab Click Rate 0.17% 0.05% 0.05%
Editor's Notes
- After listening to our community, we realized that answering the occasional tweet and directing them to somewhere else wasn’t good enough. We decided to take 4 of our best reservation agents and teach them Twitter. Customers loved us! Big hit. Criticism: “You’re a global airline – and the world doesn’t operate on office hours on East Coast US time.” Initially a place to consistently direct and advise. Internal Criticism: Agents wanted to do more/could do more. So, we un-handcuffed them. We can help with anything from rebookings to answering questions on what type of olives are served in the Sky Club Recent internal initiative gives us direct access to CS management in airports to quickly engage if needed. Received lots of media attention and kudos – recent article in the USA Today cited us as the “most prolific” airline on Twitter. Article cited 80 tweets per day – but it’s actually much more than that as we do the most of our engagement in DM due to the sensitive/private information. Expanded Delta Assist to Facebook – but not with real-time responses. Response time is channel appropriate.
- In addition to awards (NAME A FEW HERE), we also have heard directly from our customers. On average, SAAs receive more than twice the number of agent compliments per month than their call center counterparts. We count compliments as a problem resolved that someone publically tweeted a shout out (unsolicited). “Jerry was great!” doesn’t count. “DeltaAssist you’re awesome!” doesn’t count.
- In the social sphere, DL has a larger share of voice than our competitors (need quote); more people talk about us than our competitors. Customer sentiment in social media improved 7% between June-December Overall sentiment for the brand improved 4% in 6 months. In just 8 months, @DeltaAssist grew from 0 to over 12,000 followers and released more than 16,000 support tweets. @Delta reached 100K followers – over 6 times the number since @DeltaAssist started.
- Red = DL in social sphere Green = DL conversation in Twitter Blue = direct conversations to/from @Delta & @DeltaAssist NOTE: Dec spike due to weather AND free in-flight Wi-Fi