This document outlines Malaysia Airlines' social media strategy and initiatives from 2010 to 2011. It shows how they evolved their mobile and social commerce platforms from MHmobile to MHbuddy to allow customers to book flights, check-in, and share travel plans directly from social networks. This drove a significant increase in average bookings per day and new revenue opportunities through partnerships and targeted promotions. The initiatives helped transform Malaysia Airlines' social media approach from an engagement focus to generating real business results through social commerce and networks of friends.

1. 2nd Annual AWARDS for EXCELLENCE IN SOCIAL MEDIA 2011 10 October 2011

2. AWARD IN SOCIAL MEDIA EXCELLENCE 134 in 14 days NOMINATIONS

3. AWARD IN SOCIAL MEDIA EXCELLENCE 31,124 in 15 days VOTES

5. AWARD IN SOCIAL MEDIA EXCELLENCE finalists

8. AWARD IN SOCIAL MEDIA EXCELLENCE Our Distinguished Judges David McMullen RoutesOnline Josiah Mackenzie Hotel Marketing Strategies Blog Raymond Kollau Airlinetrends.com

9. AWARD IN SOCIAL MEDIA EXCELLENCE The Judging Criteria

10. AWARD IN SOCIAL MEDIA EXCELLENCE Best Airport in Social Media

13. We’ve got a Twitter customer service programme in place that is tried and tested: In the week before Christmas, we successfully dealt with an average of 300 tweets an hour

14. We are the first airport to use mobile barcodes as public information points

15. We are the first European airport to put all our retail and food outlets up for instant online reviews

16. We are the first European airport to have an Instagram feed

17. Social media provides intelligence for the business as a whole at the most senior levels12

18. 13 Background Oct - Dec 2009 - Gatwick sold from BAA to GIP June 2010 - Gatwick rebranded, focus on making the airport a more human experience. £1 billion investment announced 13 06 October 2011

20. Communicate the ‘new’ Gatwick

21. Find ways to elicit passenger feedback, improve customer services

22. Make a difference on the ground

23. Support airline and commercial partners

24. Help shape LGW’s clear and distinctive positioning vs LHR14

26. Some passengers will stay as little as 60-90 minutes in the airport environment - the window to reply to them is fairly small

27. The answer - introduce Twitter as a (near enough) round the clock customer services tool and help passengers in real time when they are in the airport environment

28. Train operations staff. Actively encourage people to call Gatwick out while at the airport15

29. 16 Using Twitter as a proactive customer services tool 16 06 October 2011

30. 17 The round the clock Twitter support really kicked in during the pre Xmas snow disruptions 21 November - 4082 followers 14 December - 9498 followers 20 December - 15,440 followers (Currently - 22k followers) At one point we were called out 300x an hour 17 06 October 2011

31. 18 A £1 billion investment invariably has a certain amount of disruption - how can we use social media to communicate what is going on 06 October 2011 Step two 18

33. Bring in an interactive element

34. Our solution was to work with Stickybits - 2D codes that look like the ones you see in supermarkets. Any kind of content can be attached to them19

35. 20 Giant barcodes - Currently there are around half a dozen landside. Airside codes coming soon 20 06 October 2011

36. 21 “We need a way to allow passengers to feed back on airport facilities using mobile / social media” Step Three 06 October 2011 21

38. Build a ratings and review system from scratch - problem of impartiality and also retailer relations

39. Or alternatively - use an existing review tool like Qype which has an API that can be pulled in

40. Qype is very popular with over 20 million visitors per month through local listings / SEO and mobile applications and is European based22 06 October 2011

41. Integration of Qype. Leave reviews (good and bad) and they appear directly on the Gatwick website

43. First European airport feed on Instagram

44. A Tumblr site, which will act as a visual showcase

45. Use of Gowalla / Foursquare

46. We support retailers and airlines on an ad-hoc basis. For example, Air Berlin and Monarch24

47. 25 Why is this campaign different? 1 - It treats social media as a platform, not a channel 2 - It has been given time to work 3 - It is two way in a real sense 4 - Senior management is attuned to social media - comments are seen and acted upon Awards won so far: Innovation in online customer services (econsultancy) Best use of digital media for customer services (Digicomms Awards) Best use of social media (CIPR Awards) 25 06 October 2011

49. Follow me on Twitter and Instagram - @zoewithdots

50. Make sure to follow Gatwick on Twitter - @gatwick_airportThanks for your time! 26

51. How would you feel if you won a MILLION dollars?

53. The Objectives Make shopping more exciting. Encourage spending. Create buzz beyond traditional media buy.

54. Cost Effectiveness Awareness Remarkable activation with a long tail sharing effect The Challenge

55. Euphoria Excitement The million dollar feeling is… Happiness Glee Joy

56. The Idea Experience the joy of winning a million dollars at Changi

57. The Execution We invited Singaporeans, so naturally proud of Changi, to show us what it feels like to win a million dollars in the world’s largest airport flashmob at Changi Airport.

58. Launch Day Video

59. Video was shared across social media Campaign Microsite NewsSites Blogs Launch Day 500 participants from all walks of life Performed in front of hundreds of travellers at Changi Airport Terminal 3

60. Maintaining the Long Tail Buzz Behind the scenes were shared with the public.

61. Maintaining the Long Tail Buzz Announcements of the monthly winners Supported by in-airport & other ATL marketing efforts

62. The Changi Millionaire Grand Draw

63. The Result - Make shopping more exciting More local residents and visitors came to Changi to shop and dine. Concession sales from public areas grew 18%. 830,000 entries received in total or 4,415 entries per day

64. The Result - Increase spending Concession sales saw a 13% growth year-on-year. Campaign was successful in raising the amount spent by Changi shoppers in a single transaction. Sales receipts of $500 and above registered a 20% increase year-on-year.

65. The Result - Creating buzz beyond traditional media buy In terms of brand buzz, the campaign achieved US$1,403,605 in PR value, 2.8 times the target.

66. AWARD IN SOCIAL MEDIA EXCELLENCE Best Hotel in Social Media

67. AWARD IN SOCIAL MEDIA EXCELLENCE Best use of social media to drive revenue

68. 2nd Annual SimpliFlying Awards in Social Media Excellence Finalist: Estonian Air

69. Assignment: Exercise in social media Engage the fans Sell the excess capacity Extra credit: create the buzz

70. Initiative : Four social media campaigns Regular auction Pay-as-you-wish Group auction Reverse auction Airport partners RT excess inventory

71. Engagement: Success isn't a result of spontaneous combustion. You must set yourself on fire. Arnold H. Glasgow Recreating the feeling

73. Result : Investment/development=0 Commissions/distribution=0 Revenue=€806,94 New FB fans=ca 600 Media visibility=ca €15000 WOM=priceless Not bad for a day's work.

74. Result : Change is the end result of all true learning.Leo Buscaglia Introducing the world’s first airline virtual loyalty program.

75. Thank you! Estonian Air

76. Social Media? Let’s talk Social Business! Generating revenue through social media Making friends travel. Easily

77. Now Now September September August August Two friends wanting to fly and sit next to each other 2010 2010 Born Born DY BUD 3 hours ago near Kuala Lumpur 4 hours ago near Kuala Lumpur Yeah! Ok @BUD, will join you. Lets sit next to each other. @DY, I booked a flight to Penang! U want to join me? 4 Like Comment Share Like Comment Share 1

78. Now September August Social MediaStrategy 2010 Born Evolution A fluid transition from one interface to another using innovation Physiology Enhanced the ROI through social network capabilities 100 Like Comment Share Sociology Potential revenue growth through engagement of networks of friends 250 Like Comment Share 350 Like Comment Share

79. Now September August 2010 Born >1000 downloads in 1 month Evolution M-Commerce M-Commerce M-Commerce December 2009, near Kuala Lumpur December 2010, near Kuala Lumpur September 2011, near Kuala Lumpur Born as MHmobile on mobile platform Introduced to tablet market for iPad Reinvigorated as MHquick Chrome extension 30% user active monthly Like Comment Share 150 Like Comment Share 180 Like Comment Share 300 M-Commerce M-Commerce July 2010 near Kuala Lumpur February 2011 near Kuala Lumpur Grew as MHkiosk at local ticket office Reinvented as MHbuddy with social media driven capability 131 450 Like Comment Share Like Comment Share

80. 60% Users allow social sharing Physiology MHbuddy Just now near Kuala Lumpur When @BUD met @DY Yeah! We can do it again! It’s so easy right? DY Like Comment Share 1 10% Users share with their friends daily DYSeat number: 7B BUDSeat number: 7A

81. Now September August 2010 Born Sociology Korea Tourism Office, KL September 15 near Kuala Lumpur Now Malaysia Airlines flights available directly from Korea Tourism Office FB page MHbuddy Social Business September 15 – October 15 August 2011, for M-commerce This month Gift 4 Buddies! Book your flights directly from Facebook with MHbuddy at http://on.fb.me/MHbuddy - brought to you by Temptations Inflight Shopping Increase of average bookings per day Mt. Kinabalu Int’l Climbathon August15 near Kota Kinabalu Like Comment Share 1 You and your hiking buddies may like to try for the Mt. KinabaluIntClimbathon from 22nd-23rd Oct! Book, check-in and share your travel plans with MHbuddy at http://on.fb.me/MHbuddy 4x Like Comment Share 191 57 1400 Like Comment Share Like Comment Share

83. Thank You! Making friends travel. Easily

84. AWARD IN SOCIAL MEDIA EXCELLENCE Best use of social media to drive customer service

86. Christian Kamhaug, SAS

87. AWARD IN SOCIAL MEDIA EXCELLENCE Best Airline in Social Media

90. AWARD IN SOCIAL MEDIA EXCELLENCE Results will be announced during the reception this evening. Tweet your favorites with #Smawards #SMTravel11 @simpliflying