Case Finnair: Quality Hunters
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Esitykseni MTL:n tilaisuudessa "Crowdsourcing – täyttä höttöä vai älykästä markkinointia?" Case Finnair: Quality Hunters.
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Case Finnair: Quality Hunters
- 1. Case Quality Hunters Aku Varamäki, Social Media Manager, Twitter @akuvaramaki
- 3. Presentation / Firstname Lastname 1. lokakuuta 2012 3
- 4. Commercial utilisation of social media TARGET MECHANIC MOOD Buy targeted Sales at finnair.com impressions and optimise SHORT TERM Recruit fans, Sales at finnair.com engage & offer MEDIUM TERM BRAND EQUITY Bond 4
- 5. 5
- 6. OPEN INNOVATIONS – CROWDSOURCING Our aim with Quality Hunters has been to create an OPEN INNOVATION PROGRAM to improve the Finnair offering – as well as the airport experience with Helsinki Airport - and create a genuine dialog with our key target audience, business travelers.
- 9. 7 VIIKKOA 122 LENTOA 49 LENTOKENTTÄÄ
- 10. www.qualityhunters2.com • Total amount of posts: 576 – about 15,9 per day • Post by the Quality Hunters: 552 – About 13,7 per day • Posts by the Guest Writers: 24 • Total amount of comments: 5,508 – About 131 per day
- 11. Shortlisted Ideas • Meat free Monday business meetings airport and onboard • Magazine and book • Theme flights • Finnair / Helsinki Airport swap • Acknowledge birthdays themed products • Boarding bracelet and anniversaries • Communication cards • A public place of the • Destination information on plane arts and performances • New meal options for • Bring Finnish nature • Finnish Asian fusion the airport and flights to the airport kitchen • Activity / action centre • Airport casino • Fresh deli mobile unit • Strategic theming of • Personal shopping • An ongoing online gates assistant service development • Airport Hostel • An intermediary class platform • On-board private hiding for Finnair • Airport Explorer place Service app • Micro communication • Audiobooks or e- at all touchpoints magazines • Develop • Organising random announcements at the
- 12. Top-voted ideas • Meat-free Monday • Magazine and book swap • Boarding bracelet • A public place for arts and performances • Finnish Asian fusion kitchen
- 13. Tulokset
- 14. Media Hits September 153 October 124 November 126 December 17 TOTAL 420 (in 22 chosen countries / regions)
- 15. Visitors 12 September – 18 December • Uptime: 98 days • About 1,949 unique visitors per day
- 16. Statistics * Around thins point the Quality Hunters stopped writing blog posts. (Beginning of December) * • Total mentions: 9,140 • Following: 996 • Tweets from @QualityHunters: 2,855 • Followers: 895 • Tweets from the community: 6,285 • Listed: 33 • Total Reach: 9,607,343 16
- 18. Book swap
- 20. Mitä QH on nyt? • “Reach” yli 35 miljoonaa • 24,212 Twitter “mentions”/mainintaa @ • Elävä yhteisö • Joukko ilmaisuvoimaisia, uskollisia brändin suurlähettiläitä "It was nice to be recognized by the airline but being part of this company’s social network meant more to me than they would ever know.[...] And I have to admit… every time I walk past a Finnair check-in desk… I smile. I am even thinking about a trip to Finland. After all, I really have to see that book- swap lounge, right?“ @mrsaroundworld Presentation / Firstname Lastname 1. lokakuuta 2012 20
- 21. Mitä yhteisö vaatii meiltä • @qualityhunters-Twitter-tili • Sisällöntuotantoa ja yhteisön manageerausta • Uusia viestintätaitoja ja avoimuutta
- 23. Kiitos! Tsekkaa myös nämä: www.twitter.com/qualityhunters www.facebook.com/Finnair www.twitter.com/Finnair Twitter @akuvaramaki Email anna-kaisa.varamaki@finnair.com
Editor's Notes
- Marketing PR angle
- QualityHunters IAinutlaatuinen kansainvälinen markkinointiviestinnällinen hanke, jossa yhdistyivät palvelun kehitys, viestintä ja asiakasdialogi.Syksyllä 2010 palkattiin neljä QualityHunteria unelmatyöhön, jossa heidän tehtävänään oli matkustaa Finnairin reittiverkostoa 60 päivän ajan ja raportoida laatuun liittyvät havaintonsa.Hankkeen luonteeseen liittyi vahva asiakas- ja sidosryhmädialogin ulottuvuus, jossa markkinointikampanjaa tehtiin yhdessä asiakkaiden kanssa.Kampanjassa hyödynnettiin mm. vierasblogeja, kilpailuja, vinkkejä, kommentteja ja videoita tarpeellisen ja viihteellisen sisällön luomiseksi.Tulosten suuruusluokka oli ennennäkemätön:Lähes 5 500 hakijaa unelmatyöhön600 000 kävijää kampanjasivustolla 2 kk:n aikanaNoin 650 lehtijuttua kansainvälisillä fokusmarkkinoillaLukematon määrä laatu- ja palveluideoita kehitystyöhönBiggest crowdsourcing effort in the service industry everPromote Via Helsinki as the fastest way to travel between Asia and EuropeDrive recognition of the brands of Finnair and Helsinki AirportDevelopment of a communityInternational coverage
- Yuval,socialisingFrancoise, businessMette, servicesSanjoo, foodMirva, on the moveThomas, entertainment
- Reach in July 35 millionMentions since start: 24,212 (more relevant measurement because indicates interaction)The campaign was carried out successfully and according to plans. The publicity targets were reached or exceeded.The circulation of the coverage created extends to hundreds of millions or even billions.The campaign created significant coverageQuality ideas and initiatives exceeding targets on phase II through social mediaCrowdsourcing requires presence & facilitatorAct on it!Possibility to continue with creating community