Presentation of how Finnair used social media as a channel for generating new customers and how existing customers could use social media as a platform to improve the customer experience and in addition endorse Finnair and its services they have to offer.

1. HOW FINNAIR SOCIALIZED CUSTOMERS
FOR SERVICE CO-CREATION WITH
SOCIAL MEDIA
INFORMATION SYSTEMS
CONSULTING
Denize PALMIANO, Clementine RAKOTOMALALA, Aurélie POCHER, Prashanth RAMACHANDRAN, Adam PTACEK

2. AGENDA
1. The Challenge of Open Co-Creation with Social Media
2. Two Types of Tactics for a Customer Socialization Strategy
3. Finnair Socialization for Service Co-creation
 Finnair’s main challenges
 Enhancing Customer Support Interactions
 Quality Hunters Campaign – Season 1 & 2
4. Lessons learned: Overcoming the challenges of using SMTs
for service co-creation
5. Debate
05/13/15

3. 3
The Challenge of Open Co-Creation with Social Media
 Open innovation
 New solutions offered by customers
 Mutual profit – reciprocical exchange of tacit knowledge
Social media technologies (SMTs)
Enabled crowdsourcing initiatives, innovation contests
Individuals have to be socialized to identify with the firm
Samsung
Bad publicity for
coercing Indian
bloggers into acting as
Samsung brands
ambassadors.
Firm needs socialization strategy
April 2015Information Systems PRESENTATION

4. 4
Two Types of Tactics for a Customer Socialization Strategy
Online Community
Members
PUSH
PULL
Institutionalized
Tactics
Individualized
Tactics
 Structured and collective
 Formal relationship
 Defined timetable
Training program or
Marketing campaign
 Foster diversity
 Unique needs
 Opened timetables
Facebook page
April 2015Information Systems PRESENTATION

5. High fixed costs & organizational structure
External disturbances
Financial pressure & scarce resources
Geographic advantage
A compelling service proposition
Target other nationalities
Renew the brand
Co-create new services
5April 2015Information Systems PRESENTATION
Finnair’s main challenges

6. Encourage customers to “Feel Finnair”
Launch of the Rethink Quality Campaign
Customer engagement at the heart of the approach
“Finnair Runway” and “Departure 2093” Blogs
No promotion of dialog and input, no co-creation
6April 2015Information Systems PRESENTATION
Enhancing Customer Support Interactions

7. Launch of FINNAIR Facebook page in 2010
24/7 Facebook Support staff rapidly responding to queries
Facebook as a medium of information
Individualized experiences with customers and users
Enabled real time interaction with customers
7April 2015Information Systems PRESENTATION
Enhancing Customer Support Interactions

8. Campaign to increase the boundary between Finnair and online members
Extensive media coverage generating widespread interests on the campaign
Widespread recruitment campaign
QH’s deemed independent advisors of Finnair
QH’s less likely to focus on Finnair’s goal
8April 2015Information Systems PRESENTATION
Quality Hunters Campaign – Season 1

9. 9April 2015Information Systems PRESENTATION
Quality Hunters Campaign – Season 2

10. 10
RESULT: Very successful in terms of co-creation
April 2015Information Systems PRESENTATION
GOAL: To increase customer awareness outside Finland

11. 11April 2015Information Systems PRESENTATION

12. 12
RESULT: Too early for assessment but it resulted in substantial amounts of co-
creation
April 2015Information Systems PRESENTATION
GOAL: To identify key moments that can either make or break a journey and to seek
out practical ways of improving the travel experience

13. 13
Focus on long-term goals even when implementing short-term initiatives
Experiment with multiple SMTs
Build a community and foster relational identification with followers
Find the right balance between institutionalized and individualized socialization
tactics
Leverage external co-creation initiatives with internal changes
April 2015Information Systems PRESENTATION
Overcoming the challenges of using SMTs for service co-creation

14. 14
Companies moving towards service co-creation are embarking on a long and incremental journey, where SMTs are
playing the role of an amplifier. They highlight both organizations’ strengths and weaknesses in customer/community
interaction and in innovation.
Therefore, deploying SMTs for service co-creation means organizations need to engage in parallel activities to leverage
their strengths.
1. What are the disadvantages of co-creation?
2. What are other ways to accomplish co-creation other than through SMTs?
3. How the recruitment process should be handled by a MNC?
CONCLUSION AND DEBATE

15. THANK YOU FOR ATTENTION