Christian Kamhaug presented on lessons learned from Scandinavian Airlines' use of social media. SAS aims to listen to, engage with, and involve customers through social media to improve customer experience. Key platforms include Facebook, with over 185,000 fans, and Twitter. SAS measures success through interactions, brand metrics, and replacing traditional customer service costs. Crowdsourcing ideas from customers on new routes and cup designs has been successful.
Social Media: Myths & Realities of Web 2.0Monica Wright
This is a presentation conducted at the Systems Engineering Social Media Lunch & Learn on 6/24/09. Agenda covered the following:
• Define social media and its role within the marketing mix
• Web marketing and the different contexts of search and
social
• How people get socially connected and the social media
landscape
• Explore the Five Reasons for Engagement
• Review examples and case studies
• How do you start a social media campaign?
• Once you’re out there, how do you manage your online
reputation?
• What’s the ROI?
This is a sampling of a daylong seminar that provides a comprehensive overview of social media (and a brief look at social business) for business executives. Featuring numerous case studies and multiple methods for determining ROI, the seminar provides excellent background for making strategic social media decisions. The information was current as of April 2012.
Social Media: Myths & Realities of Web 2.0Monica Wright
This is a presentation conducted at the Systems Engineering Social Media Lunch & Learn on 6/24/09. Agenda covered the following:
• Define social media and its role within the marketing mix
• Web marketing and the different contexts of search and
social
• How people get socially connected and the social media
landscape
• Explore the Five Reasons for Engagement
• Review examples and case studies
• How do you start a social media campaign?
• Once you’re out there, how do you manage your online
reputation?
• What’s the ROI?
This is a sampling of a daylong seminar that provides a comprehensive overview of social media (and a brief look at social business) for business executives. Featuring numerous case studies and multiple methods for determining ROI, the seminar provides excellent background for making strategic social media decisions. The information was current as of April 2012.
Emerging Portfolio Trends presentation given at the Art Institute of Atlanta on April 18, 2011 "As digital trends advance and emerge how should a design portfolio visually communicate ideas & information?" All the work (Images and videos) appearing on this presentation are the property of their respective owners.
An overview of Social Networks and which ones matter for businesses, especially local businesses and their associated social marketing efforts. Examples of how to use social networks for marketing are included.
A half day workshop on social media for hoteliers in the north east of England covering principles of and best practices in social media. Further information from richard@partnershipglu.co.uk
Wine Social Media and Mobile App Seminar in Hunter ValleyBruce McGechan
This seminar covered (1) Basic Wine Social Media and (2) Wine Mobile / Tablet Apps.
Wine Social Media
- the principles and practices of Social Media
- Facebook EdgeRank and numerous
- examples of Winery best practice
- the wine industry internet database Wine Directory
- Specialist wine social media monitoring tool called Social Connect
- Facebook Wine Marketing software Social Candy with the Wine Directory plugin
Wine Mobile (and iPad) Apps
- Why use it?
- What is it: Mobile www vs Apps, Native vs Web Apps
- a new Wine App
Leveraging Social Media Marketing Trends in the Apartment Industry Erica Campbell Byrum
Building and maintaining an on-going positive relationship with consumers and customers through advanced social media tactics and technology is critical to your company’s success! The use of social media and new technology holds tremendous opportunities for companies looking to drive new business, retain customers, create engagement and increase revenue. Whether you are completely clueless, somewhat familiar, or advanced, Erica Campbell, Director of Social Media for Dominion Homes Media, the umbrella division for Homes.com and ForRent.com will discuss how to leverage social media and become part of the consumer dialogue. This session will provide attendees with strategic insight into creating a center of excellence, how and why social media works for businesses across all touch points, improving consumer engagement and other emerging opportunities.
This is a brief excerpt from a daylong comprehensive multimedia seminar on social media for business. Sections covered in the daylong event include:
Section #1: Fundamentals
An overview of the growth of Social Media in Malaysia, Asia and around the world, plus an in-depth examination of how a major German chemical company uses social media internally and externally.
Section #2: “Facebook Nation”
Facebook, with more than 900 million users, is the undisputed heavyweight of the social media world. This section discusses the new Timeline changes, and how they can be used for business.
Section #3: Everybody else
Everyone else include Google+, Twitter, YouTube and the up-and-coming Chinese microblog Weibo. The section covers the capabilities of each social tool, with special emphasis on business applications.
Section #4: Blogging, Pinterest, etc.
Blogging can establish your business as a thought-leader and support lead generation. Pinterest is the fastest-growing social media, and is perfect for visually oriented business such as fashion, tools, travel, jewelry, design, hobbies, etc.
Section #5: Social business tools
The primary social business tools can be used for community branding, career branding and personal branding. This section looks at the various platforms for each type of branding, plus examines various ways to measure your online brand.
Section #6: Management & measurement
The heart of a brand is community engagement, including building brand ambassadors. This section looks at the dos and don’ts of community engagement, as well as the options for building communities. Monitoring is required to learn what customers are saying behind your back, while measurement looks at the various returns on your investments in social tools.
Section #7: Planning, strategy & budgeting
Many social tools are free, but social media management is not. This section discusses how to create a comprehensive social media strategy, and take a look at costs for various types of social media efforts.
Section #8: Advice & tips
Social media success starts with senior management buy-in and support and continues through employee training and education. Other tips addressed in this section include establishing a social media policy.
Section #9: Social Business & the road ahead
Social media optimizes your brand, but Social Business optimizes your business. Learn more about this emerging area, and how it can make your human resources, strategic planning and R&D more effective.
Section #10: More case studies
A look at social media success stories from Cisco, Best Buy, Sprint, Fiskars, Sephora, Jimmy Choo and other well-known brands.
Emerging Portfolio Trends presentation given at the Art Institute of Atlanta on April 18, 2011 "As digital trends advance and emerge how should a design portfolio visually communicate ideas & information?" All the work (Images and videos) appearing on this presentation are the property of their respective owners.
An overview of Social Networks and which ones matter for businesses, especially local businesses and their associated social marketing efforts. Examples of how to use social networks for marketing are included.
A half day workshop on social media for hoteliers in the north east of England covering principles of and best practices in social media. Further information from richard@partnershipglu.co.uk
Wine Social Media and Mobile App Seminar in Hunter ValleyBruce McGechan
This seminar covered (1) Basic Wine Social Media and (2) Wine Mobile / Tablet Apps.
Wine Social Media
- the principles and practices of Social Media
- Facebook EdgeRank and numerous
- examples of Winery best practice
- the wine industry internet database Wine Directory
- Specialist wine social media monitoring tool called Social Connect
- Facebook Wine Marketing software Social Candy with the Wine Directory plugin
Wine Mobile (and iPad) Apps
- Why use it?
- What is it: Mobile www vs Apps, Native vs Web Apps
- a new Wine App
Leveraging Social Media Marketing Trends in the Apartment Industry Erica Campbell Byrum
Building and maintaining an on-going positive relationship with consumers and customers through advanced social media tactics and technology is critical to your company’s success! The use of social media and new technology holds tremendous opportunities for companies looking to drive new business, retain customers, create engagement and increase revenue. Whether you are completely clueless, somewhat familiar, or advanced, Erica Campbell, Director of Social Media for Dominion Homes Media, the umbrella division for Homes.com and ForRent.com will discuss how to leverage social media and become part of the consumer dialogue. This session will provide attendees with strategic insight into creating a center of excellence, how and why social media works for businesses across all touch points, improving consumer engagement and other emerging opportunities.
This is a brief excerpt from a daylong comprehensive multimedia seminar on social media for business. Sections covered in the daylong event include:
Section #1: Fundamentals
An overview of the growth of Social Media in Malaysia, Asia and around the world, plus an in-depth examination of how a major German chemical company uses social media internally and externally.
Section #2: “Facebook Nation”
Facebook, with more than 900 million users, is the undisputed heavyweight of the social media world. This section discusses the new Timeline changes, and how they can be used for business.
Section #3: Everybody else
Everyone else include Google+, Twitter, YouTube and the up-and-coming Chinese microblog Weibo. The section covers the capabilities of each social tool, with special emphasis on business applications.
Section #4: Blogging, Pinterest, etc.
Blogging can establish your business as a thought-leader and support lead generation. Pinterest is the fastest-growing social media, and is perfect for visually oriented business such as fashion, tools, travel, jewelry, design, hobbies, etc.
Section #5: Social business tools
The primary social business tools can be used for community branding, career branding and personal branding. This section looks at the various platforms for each type of branding, plus examines various ways to measure your online brand.
Section #6: Management & measurement
The heart of a brand is community engagement, including building brand ambassadors. This section looks at the dos and don’ts of community engagement, as well as the options for building communities. Monitoring is required to learn what customers are saying behind your back, while measurement looks at the various returns on your investments in social tools.
Section #7: Planning, strategy & budgeting
Many social tools are free, but social media management is not. This section discusses how to create a comprehensive social media strategy, and take a look at costs for various types of social media efforts.
Section #8: Advice & tips
Social media success starts with senior management buy-in and support and continues through employee training and education. Other tips addressed in this section include establishing a social media policy.
Section #9: Social Business & the road ahead
Social media optimizes your brand, but Social Business optimizes your business. Learn more about this emerging area, and how it can make your human resources, strategic planning and R&D more effective.
Section #10: More case studies
A look at social media success stories from Cisco, Best Buy, Sprint, Fiskars, Sephora, Jimmy Choo and other well-known brands.
Turn Insights into Action: Social Media, SEO, and Your WebsiteGrow Socially, Inc.
Now more than ever associations and non-profit organizations look to online marketing efforts to reach their prospects and customers. This session will tap into the combined power of social media, search engine optimization (SEO) and website analytics. Use this super-power concept to learn more about your community, target marketing efforts in the right direction and advance your mission. Attendees will gain actionable guidance on how a comprehensive online strategy can grow engagement. Let’s find the lurkers, convert them to evangelists and promote brand ambassadors!
Social Media for Sustainable Business [Fall 2010 Refresh]Earthsite
[UPDATED with extensive 'applications' section and new 'trends' information]
Social media has changed marketing and sustainable business is perfectly positioned to leverage this technology.
This is a presentation given to the Presidio MBA program by JoeyShepp.com, new media maven. It covers social media trends, principles, case studies, and how-to topics.
Twitter @JoeyShepp your question about new media and sustainability.
Title: Brand Matters
In this 60 minute intro session, you will learn a general overview of how to create, launch and maintain your brand and why your brand awareness affects how much capital you will get.
- Why your brand matters and how it impacts your success
- Creating & defining your brand
- Launching your brand publicly
- How to build your brand on social networks such as Twitter, Facebook, & Linkedin
In following sessions we will dive deeper into each social network and discuss how to make the most of each social platform.
TOP 5 MISTAKES THAT ALL WEBSITE OWNERS MAKESemrush
Doyle Buehler
Supermodel' for Digital Brand Leadership
For some people, being online is a breeze. Nothing really to worry about; just open up your ecommerce shopping cart and within a few days, your paypal account will be full, so you can get that yellow Lamborghini that you have been admiring the last few days while planning your internet riches. And, if you are one of these 'people', then fantastic news! For the rest of us, however, we all know that it isn't as easy as we originally thought or were told.
It's a brutal landscape: your audience doesn't really know you exist at times, and your customers don't really care about you and your business. If you are not delivering your value with relevance and authority, then you might as well not exist online. How do you build that relevance to your audience? Well, it starts with one of the many aspects of a proper digital platform - your website.
In this webinar session, we will go through the Top 5 Mistakes that All Website Owners Make with their online business. Contrary to the TV adverts, it's not as easy as DIY website and the traffic will come. We'll explore some of the key elements that you need on the site, as well as how to really extract that value to impress your audience and make them into repeat customers. Whether your online business is about selling products, or about your defining service, we'll investigate what you can do differently to pull all these pieces together, to become the remarkable digital leader in your industry.
Speaker: Doyle Buehler
Doyle Buehler is an author, entrepreneur, speaker and online business strategist. From several successful start-ups and retail franchise businesses in Canada, the United States, Europe and Australia, to helping other companies succeed with their ideas and strategies, he has spent over 14 years in the business world making things happen – both online and off. He is a Leading innovator in the online, ecommerce worlds, and at the intersections of entrepreneurship and digital innovation. His experience has been utilised in various global industries, including travel, insurance, pharmaceuticals, banking, investment, hospitality, finance, events and learning domains.
His newest book, "The Digital Delusion: How To Overcome The Misguidance and Misinformation Online", discusses the reality of the online industry, and what business leaders can do to get beyond the clutter, confusion and distraction of the online world, to become a true digital leader.
He now runs the world's first "anti-agency", The Digital Delusion, helping entrepreneurs and business leaders become less reliant on "guru's", and "experts", and getting rid of the bullsh*t online, by empowering and enabling them to become accountable (& awesome) online.
Social media tools like Facebook are redefining how your customers and stakeholders interact online. Isn’t it time to learn how your business can leverage this powerful platform?
In this interactive Lunch+Learn Webinar [https://www1.gotomeeting.com/register/414619784], you’ll get practical steps on how to develop and implement a Facebook strategy for your business - including what NOT to do.
Attend this one-hour Webinar to learn:
* 5 ways to a rapid-start Facebook strategy
* How to build and engage your Facebook community
* Real-life examples of how businesses of all sizes use Facebook to build their brands
* And more...
Social media marketing 101 and a couple of case studies showing the reach and power of integrating social media with your traditional marketing efforts.
Facebook Marketing Webinar with Michael LeanderMichael Leander
Presentation from a Markedu webinar about Facebook Marketing.
In the presentation Michael Leander gives his advice on different aspects of Facebook marketing. From getting started to measuring results.
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Hidden Gems of Europe - DISCOVERING THE CONTINENT'S BEST-KEPT SECRETSKamil Uğraş TÜRKOĞLU
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BTW UK Visa Application Process, Uk Visa complete guide, Uk Visa fees, requirements and application process. Know all about uk visa and best way to apply for the uk visa. Get to know about the requirements that allows you for the faster visa appliaction. BTW UK Visa Application Process, Uk Visa complete guide, Uk Visa fees, requirements and application process. Know all about uk visa and best way to apply for the uk visa. Get to know about the requirements that allows you for the faster visa appliaction. BTW UK Visa Application Process, Uk Visa complete guide, Uk Visa fees, requirements and application process. Know all about uk visa and best way to apply for the uk visa. Get to know about the requirements that allows you for the faster visa appliaction. BTW UK Visa Application Process, Uk Visa complete guide, Uk Visa fees, requirements and application process. Know all about uk visa and best way to apply for the uk visa. Get to know about the requirements that allows you for the faster visa appliaction. BTW UK Visa Application Process, Uk Visa complete guide, Uk Visa fees, requirements and application process. Know all about uk visa and best way to apply for the uk visa. Get to know about the requirements that allows you for the faster visa appliaction. BTW UK Visa Application Process, Uk Visa complete guide, Uk Visa fees, requirements and application process. Know all about uk visa and best way to apply for the uk visa. Get to know about the requirements that allows you for the faster visa appliaction. BTW UK Visa Application Process, Uk Visa complete guide, Uk Visa fees, requirements and application process. Know all about uk visa and best way to apply for the uk visa. Get to know about the requirements that allows you for the faster visa appliaction. BTW UK Visa Application Process, Uk Visa complete guide, Uk Visa fees, requirements and application process. Know all about uk visa and best way to apply for the uk visa. Get to know about the requirements that allows you for the faster visa appliaction. Get information in this PDF and simplyfy your visa process.
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Customer Involvement Through Social Media - Lessons learned from SAS (HSMAI Oslo 24.05.2012)
1. CUSTOMER INVOLVEMENT
THROUGH SOCIAL MEDIA
LESSONS LEARNED FROM SCANDINAVIAN AIRLINES
Christian Kamhaug @ckamhaug
Head of Social Media
SAS Scandinavian Airlines
twitter.com/SAS | facebook.com/SAS | youtube.com/flySAS
HSMAI Europe Marketing Strategy Conference, Oslo, May 24, 2012
3. “In the old days, someone might have a
bad customer experience and tell 10
people. But now, with the rise of blogs,
MySpace and Facebook, that person might
be able to tell 10,000 people. This totally
changes the dynamic, and importance, of
customer experience.”
Bruce Temkin, vp/principal analyst at Forrester Research
Source: Forrester “The Customer Experience Index 2007”, http://www.forrester.com/Research/Document/Excerpt/0,7211,43877,00.html,
Brandweek, http://www.brandweek.com/bw/news/recent_display.jsp?vnu_content_id=1003677228
4. NEW MEDIA HABITS
• In Norway we now consume media an extra 90
minutes every day compared to a few years ago
• 30% of this time is spent on social media
• Media use is mobile-driven
• EVERYTHING is connected to social media
5.
6.
7.
8.
9. THE BIG KAHUNA
• More than 850 million users world-wide
• Every 8th person on the planet
• The world’s 3rd biggest country
• More than 9 million active users in Scandinavia
– Norway: 2,8 million monthly users
– Norway: 2 million daily users
• Every 4th Norwegian Facebook-user is mobile!
10. SOCIAL MEDIA IS IMPORTANT
FACEBOOK IS HUGE
WE NEED TO BE THERE!
11. SAS SOCIAL MEDIA OBJECTIVES
All communication within the social media arena shall
support SAS business strategy & brand promise.
1. Listen to, Engage and Involve customers to make a better SAS
2. Drive traffic to SAS websites in order to create sales
3. Build lasting relationships through excellent customer service
4. Increase SAS image as a valued partner for all stakeholders
SAS VISION:
TO BE VALUED FOR EXCELLENCE BY ALL STAKEHOLDERS
16. PLATFORM EVALUATION
investment Maintenence SAS Dialogue Objectives Do it?
involvement
Blog High High High High 1,2,3,4 wait
Facebook Low Medium High High 1,2,3,4 Yes
Twitter 0,- Medium High High 1,(2),3, 4 Yes
YouTube 0,- Medium/high Low/medium Low 2, 4 Yes
Google+ 0.- Low Low Low 1,2,3, 4 Test
Instagram 0.- Low Low/medium Low 4 Test
Pinterest 0.- Low Low Low 2, 4 Test
Forum 0.- Low/medium High High 1,2,3,4 wait
LinkedIn ? Low Low Low 4 wait
17. SAS SOCIAL MEDIA CHANNELS
• facebook.com/SAS
• twitter.com/SAS
• YouTube.com/flySAS
• statigr.am/flySAS
• Bit.ly/SAS-GooglePlus
• pinterest/flySAS etc….
21. WHAT THE CUSTOMER WANTS
• Quick & informed answers
• Availability
• A friendly environment
• To be taken seriously
• Interesting content
22. SOCIAL MEDIA AS A HUB Corporate
Communications
HR
Operations Cust omer
Contact
Customer Social Marketing
Relations
Media
Online
Product Sales
Development
EuroBonus
23. FACEBOOK SOCIAL MEDIA MONITORING
Internet
Support Day-to-day replies
Corporate
Communications
Status updates
& news
Expert
Team Functional experts
24. RESOURCE USE AT SAS
• 27 million customers yearly
• 12.000 employees
• Three big home markets
• One of Scandinavia’s strongest brands
• Open 24/7
• Everyone (at least in Scandinavia) knows SAS
25. RESOURCE USE AT SAS
• 1 FTE Head of Social Media
• About 1/2 FTE at the Call-Center
• Utilizing existing resources
– 10-20 minutes per hour
– 08:00 – 22:00
– Answers most questions within one hour
26. SAS ON FACEBOOK
• More than 185.000 “fans”
• The largest travel brand on Facebook in the
Nordic region
• What are people talking about?
– EuroBonus
– Bags
– Good experiences with SAS
– Fares
– New destinations
27.
28.
29. WHAT WE GIVE BACK
• Customer service every day 08:00 – 22:00!
• News & offers
– Global and local offers
• Fun-facts
• Job offers
• Travel tips
• New Scanorama magazine 1st of every month
• Flashback Friday every Friday
• Video & photos from events
31. HOW WE COMMUNICATE
• Consistent messages through all channels
• Folksy & charming
• Try some humor!
• Drop no hooks – bite no hooks
• Answer everything – positive as well as negative
• Write only what you know
– “I don’t know” is ok!
• Be personal and care!
32. WHAT TO LOOK FOR IN YOUR TEAM!
• Wide knowledge-base
• An interest in & understanding of social media
• Wide internal network
• Can-do attitude
• Enthusiasm
• Commercial thinking
• Common sense
34. TIPS & TRICKS
• Find your “enthusiast”
• Set your goals
• Allocate resources – Facebook is not free
• Find your tone-of-voice & live up to it
• Be among the 1%
– 90% reads / 9% likes, comments & shares / 1% create the content
• Be honest
• Set clear guidelines for your employees
• Analyze & follow up
35. HOW DO WE MEASURE
SOCIAL MEDIA
THE ELUSIVE ROI…
36. Social media is like teen sex.
Everyone wants to do it.
No one actually knows how.
When finally done, there is
surprise it's not better.
- Avinash Kaushik
Digital Marketing Evangelist, Google
37. RETURN ON WHAT?
• What are your goals?
• Non-monetary goals are also valid goals
• Find the KPIs that cover these goals
– Direct sales, sales leads, sign-ups…
– Interactions, reach, likes….
– Brand preference, image, loyality, customer
satisfaction….
38. SAS FACEBOOK SURVEY 2011
Are you more or less satisfied with SAS after following SAS on Facebook
Much less satisfied
Somewhat less satisfied
Much more satisfied
Same as before
64% MORE satisfied
Somewhat more satisfied
77% are EuroBonus members
39. DIRECT RETURN ON SOME
• Direct Online Sales
– Based on WebTrends tracking
• Earned Traffic Replacement Cost
– Web traffic from SoMe-sites x Branded Search Cost
• Social Media response Replacement Cost
– Customer Questions Responded x Cost of Calls
40. TOOLS OF THE TRADE
• Free tools
– Google Alerts, Facebook Insights, Twitter Search
• Low-cost tools
– SocialBakers from USD50/month
– SproutSocial from USD39/month
• Larger systems
– Meltwater Buzz, Vocus, Radian6
42. SOCIAL RELATIONS
• First, you need to Listen
• Then Engage your customers
in social conversations
• Now we Involve our 200.000
friends in social media
• 200.000 fans can’t be wrong
• Let’s use our customers to
make an even better SAS (and
invite them in)
44. CROWDSOURCING
• Involve your customers in your product
development
• Show them new products early
• Ask their advice
• The customers will feel ownership to Labs
your (or ”their”) product MYSAS IDEA
• Interesting and powersfil markeing
channel for new products
• Sharing
45. “It had long since come to my attention that people of accomplishment rarely sat back and let things happen to them.
They went out and happened to things.”
– Leonardo da Vinci
45
46. SOMMERFLYET2012
• Where shall we fly this summer?
• Suggest a destination!
• 800 suggestions in one week
• More than 180 destinations suggested
• Top 10 destinations went to a vote on
Facbook
• Alanya (GZP) , Turkey was the winner
• Flights start 03JUL 2012
• Will be operated twice a week year-round
47. DESIGN OUR CUPS
• How to market that SAS re-
introduces free koffe & tea
• 750 designs in one week
• Top 10 went to a vote on
flysas.com/design
• More than 8000 votes
• The winner got EuroBonus-
points and her design on 3
million cups!
48. EVERYDAY INVOLVEMENT
• Produce interesting content in social media
– Creates discussion, likes, sharing …
• Make all online content sharable
– Use shaing buttons on your site (AddThis.com)
• Talk to your customers where they chose to talk
to you
– Monitor main social media and respond
• Reply to all inquiries – positive as well as
negative!
Functional experts in areas such as EuroBonus, Product, eCommerce & mobile, environment
LYR-TOS Februry 2011, northernlights, stars – and the SAS logo! Published by a useronourFacebook-wallOtherphotoscan be: flying in to London withthelights, flying outofGenevawiththemountains, sunrise/sunset from the air