1. AIR NEW ZEALAND CASE STUDY
How has social media impacted or changed the relationship
between organisations and consumers?
Emilia Bulbeck
Liza Youhanan
Marina Amâncio

2. INTRODUCTION
•Air New Zealand’s mediatized communication strategy
•Redefining consumer relationship
•Globalization, disembedding, social media logic,
Netnography and data analysis
•Challenging traditional aviation communication strategies

3. GLOBALIZATION
• In 2006 Thussu: technology aiding global communication
• Giddens on globalization:
“intensification of worldwide social relations which link distant localities in such
a way that local happenings are shaped by events occurring many miles
away and vice versa”. (Giddens:1990:64)

4. DISEMBEDDING
• Hylland Eriksen in 2014: distance is unimportant, challenges the locality, increasing
global interaction
• The concept entails the ”lifting out” of phenomenons from their original context (i.e
Air NZ Safety Videos).
• Schillerman in 2012: mass media are the agents of change for institutions and
companies. Ability to transcend national boundaries
• Connections: ”The networks connecting people across continents are becoming
denser, faster and wider every year.” (Hylland Eriksen:2014)
• Castells in 1996: The network society, connectedness is increasing virtual reality

5. • Internalization of social media
increasing interactivity and
connectivity
• Van Djick and Poell in 2013: four
grounding principles
• Popularity and algorithms and
Technology: #trends, viral safety
vídeos, value of platform to users
SOCIAL MEDIA LOGIC

6. TAILORED CONSUMER EXPERIENCE
• Programability: connect platforms to platforms to curate dialogue, connect
users to platforms, users to content and users to users
*BOXEVER: personalized marketing
• Jenkings, Ford, Green in 2013: Spread-ability is a key element to social
media logic
• Shultz in 2011: Interactivity – users part of information production, brand
messages heavily consumer driven

7. METHODOLOGY
AND DATA ANALYSIS
• Nethnography (Kozinets)
• Youtube, twitter and instagram
• Simultaneity between videos
and global events
• #: the communication link
• What the data shows?
• More hashtags on instagram

8. TIMELINE
Book
releases
Reality
show
90th
Bday
50th
anniversary
WSL
Rugby
World Cup
Smaug 5 armies

9. RISKS OF OVER MEDIATIZATION
• Backfire: over mediatized and humorous
• Preventive or potential ridicule?
• Outbalance social communication strategies in regions with weaker internet
access
Traditional + contemporary communications
Successful social media communication strategy = Commercial competitive advantage?

10. CONCLUSION
• Interactive and connected, consumer oriented relationship
• The importance of
Globalization, social media logic and mediatization
• Multiple social media platforms
• Theory and practice