My dream was to make Finnair the world's most tweeting airline. This is my report of the project and its results. Enjoy!

1. 1
I HAD A DREAM...
THE MOST TWEETING
AIRLINE IN THE WORLD.
I WANTED FINNAIR TO BECOME

3. BACKGROUND
• The goal: to make Finnair the world’s most tweeting airline, ie
to have the largest proportion of employees among airlines representing Finnair in
a positive way on Twitter.
• Benefits to Finnair:
– Improved brand awareness
– Improved customer understanding
– Ability to participate in discussions that concern Finnair
– Crisis readiness
– Situational information (environmental disasters, political crises...)
– Larger digital footprint (the ripple effect)
– Positive stories about Finnair generated and shared
– Creating a counterforce to traditional media
– Improved social media skills
• Why should Finnair be the world’s most tweeting airline? Read more:
http://orgcomms.wordpress.com/2014/05/14/why-should-finnair-be-the-most-
tweeting-airline-in-the-world/3

4. IT REQUIRED A LOT OF TRAINING
Almost 200 Finnair employees trained during H1, including the executive board.
4
@arjasuominen
@pekkavau
@ernohilden
THIS IS OUR CEO AND HIS EXECUTIVE BOARD LEARNING.

5. 5
RESULTS
TO SHOW THAT WE INDEED WERE THE WORLD’S MOST TWEETING AIRLINE
WE ORGANISED AN EVENT ON JUNE 12, 2014

6. ALL PARTICIPANTS WERE
ENCOURAGED TO TWEET FOR
THE WHOLE DAY USING
HASHTAG #FINNAIRTWEETS
6

7. #FINNAIRTWEETS
7
TWITTER CLINIC INTERESTING SPEAKERS CELEBRITY GUESTS
@mantivp
@69eyesofficial
@finnishsanta
@vikingline_fi
@arjasuominen
@tuulika
@jooseppiknowles
@paulahelle
@saturemes

8. RESULTS IN
A NUTSHELL
8

9. Results
• #Finnairtweets was trending in Finland already in the morning
9

10. Results
10

11. ACTIVE PARTICIPATION
(NUMBER OF #FINNAIRTWEETS PER ACCOUNT)
11

12. VERY POSITIVE SENTIMENT
(#FinnairTweets)
12

13. THE MOST TWEETING AIRLINE IN THE
WORLD? DEFINITELY IN EUROPE!
13
Mentions (e.g. @Finnair) per airline on June 12th

14. SPILL-OVER EFFECT
• The project itself and Pekka
Vauramo’s tweets have
generated visibility also in
traditional media
14

15. 15
LESSONS LEARNT

16. IT MAKES SENSE TO PARTNER FOR GREATER
RESULTS
THANK YOU
• @Aurinkomatkat
• @SpeakersforumOy and Arman Alizad
@titmeister
• @marimekkoglobal
• @meltwaterFIN
• @HelsinkiTourism
• @FazerSuomi
• @vikingline_fi
• @essie
• @Huuhkajat
• @FinnishSanta
• @mypose
• @Titmeister
• @69eyesofficial
• @mariras
• #clarins, #shareacoke, #golffi
16

17. Off-line events generate online visibility
17
Arman Alizad (@titmeister) and Jyrki69 (@69eyesofficial)
on stage at 10 am and 3 pm

18. 18
THIS WAS NOT THE END,
BUT THE BEGINNING...

19. FINNAIR STILL WANTS TO BE THE WORLD’S
MOST TWEETING AIRLINE
• Training continues.
• Our personnel has the most
interesting stories to tell.
19

20. 20
ANYONE CAN BE A BRAND
AMBASSADOR.
LET THEM.

21. 21
THANK YOU!
Aku Varamäki
Social Media Manager
FINNAIR
@akuvaramaki