The document discusses Dublin Airport's use of Twitter to engage with passengers and promote the airport. It notes that Dublin Airport has over 28,000 Twitter followers. It provides tips for using Twitter effectively, including focusing on engagement, passenger information, news, and customer service. Dublin Airport has found success with using Twitter to share stories and manage its messaging during crises. The airport measures its social media performance and finds that it has high engagement rates, especially on Facebook where it has over 18,000 likes and a 32% engagement rate.

1. Tweeting Your Way To Success

2. DAA’s Twitter Accounts
@DublinAirport
 28,700 followers
@Cork_Airport
3,200 followers
@TheLoopShopping
700 followers
@ARIRetail
84 followers (not active)

3. Every Journey Begins ...

4. The Fat Controller
Tweet
● a tweet is a message on Twitter, max 140 characters
Follow
● You opt in to have access to someone’s tweets
Mention
● You mention an account by preceeding it with an @ -
@DublinAirport, @LadyGaga, @wallacemick
Retweet
● Sharing somebody else’s tweet
Hastag
● A hastag # categorises a tweet
Trending
● What’s being talked about on Twitter
4

5. Just One Problem

6. Dublin Airport On Twitter
6

7. Baby Steps

8. Finding Our Feet

9. Lightbulb Moment 1 – Feb 26 2011

10. Peer Misconceptions

11. The Benefits of Initial Disinterest
 Communications owned it
 We had freedom to fail
 Journalistic sensibilities
 Tone is vital
 Little outside interference
 But what to do?

12. What We Opted For On Twitter
Engagement
Passenger information
News
Crisis Communications
Commercial promotions
Driving traffic to DUB site
Thought leadership
Customer Service

13. Don’t Miss The Point

14. Rule 1 - It’s All About The Story

15. Rule 2 - It Always Has Been

16. Rule 3 – No Snake Oil

17. Rule 4 – In House + No Interns

18. Stories for Boys – And Girls

19. Lightbulb Moment 2

20. Better Than A Press Release

21. Route To New & Old Media
 Twitter is replacing traditional
news gathering
 Twitter often well ahead of news
cycle
New news websites with
interactive content focussed on
mobile devices & social media
 We’re in the content business

22. Good For Managing Message In A Crisis

23. Sometimes You Have To Compromise

24. The Perfect Twitter Story
 Lost Euro 2012 tickets
Oliver Coughlan trending
worldwide
 Story went viral
 Positive PR for Dublin
Airport/DAA
 We reunited tickets & owner
within a couple of hours

25. Poland Canada
Romania Indonesia

27. Our First Major Social Media Campaign
27

28. Achieved Its Core Targets

29. How Are We Doing
& How We Measure It?

30. A Strong Player on Twitter
Selected Airports’ Twitter Followers
Heathrow 132,172
Gatwick 54,731
Manchester 52,121
Dublin 28,674
Warsaw CH 27,591
LAX 20,982
Boston 15,961
CDG/Orly 12,586
Schiphol 9,523
Frankfurt 6,742
0 20,000 40,000 60,000 80,000 100,000 120,000 140,000
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31. Four Social Media Award Nominations
31

32. Award-Winning Twitter Feed
The Judges’ View
“Feed has a strong sense of
place, with its own distinct voice
... in a league of its own”

33. Management & Analytics

34. Rule 5 – Careful With Scheduling

35. We Know WhichTweets Engage

36. And Much More Besides

37. BOGOF – It Works on FB
Too

38. Facebook
Active for 6 months
 Long battle to get FB place name &
user name back
 18K Likes
32% engagement
0% engagement 6 months ago
560K check-ins

39. Look Who’s Talking
Selected Airports’ Facebook Engagement (%)
Heathrow 9
Changi 10
Manchester 11
Frankfurt 11
Gatwick 13
LAX 14
Boston 22
Warsaw CH 27
Dublin 32
0 5 10 15 20 25 30 35

40. On Other Platforms Too
Google +
Linked In
Pinterest
 Instagram
 SoundCloud
Flickr
Vimeo

41. Rule 6: Nobody Knows Anything

42. Thank You & Questions