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Engage NYC 2014- Neset Dereli, Turkish Airlines


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Neset Dereli, Interactive Marketing Communication Manager at Turkish Airlines, shows how Turkish Airlines used social media to amplify their major global marketing campaign, called "Widen the World”, that featured Kobe Bryant and Lionel Messi. He shows examples of how using Socialbakers tools helped the brand optimize both their organic and paid content.

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Engage NYC 2014- Neset Dereli, Turkish Airlines

  1. 1. Turkish Airlines Widen Your World Presented by Neşet Dereli, Interactive Marketing Manager at Turkish Airlines
  2. 2. Perception For the longest time, Turkish Airlines has been known as a value regional player in the Western world. We have long outgrown our humble beginnings.
  3. 3. It’s a big market And it’s moving our way. The center of global air travel has shifted east. Our hub Istanbul is in a prime position.
  4. 4. Progress 267 Aircraft 260 Destinations 60 Million Passengers Flying to more countries than any other airline.
  5. 5. Widen Your World Claiming global status was not enough. We needed to identify our community: The Culturally Curious
  6. 6. What happens when the stars align?
  7. 7. Kobe vs. Messi: The Selfie Shootout Goal: integrate our brand ambassadors & new motto. Two superstars engaged in an epic selfie battle
  8. 8. Results
  9. 9. Spreading the Word
  10. 10. A Massive Social Media Operation Our existing social media platforms provided the perfect platform for sustained communication of our new motto.
  11. 11. What better place to spread our new message?
  12. 12. Localized Content on a Global Scale Our 20+ Facebook pages and 15+ Twitter accounts with: Multiple languages, Round-the-clock communication, And content tailored to regional and platform-specific needs, Were utilized to reach our millions of followers around the globe.
  13. 13. Keeping Track With such a large scale operation, monitoring and analyzing our social media became increasingly important. The insights we obtained allowed us to shape our content on a region and platform basis.
  14. 14. Reaching the Right Audience
  15. 15. Social Media Advertising The enhancement of our brand awareness and perception required reaching new demographics. Strategic planning and careful optimization allowed us to diversify our fan base.
  16. 16. The Right Tools for the Job Identifying the habits of our target audience Micro-targeting to reach numerous demographics efficiently
  17. 17. From the Heart
  18. 18. Summary • The Widen Your World launch was one of the most rigorous tasks we’ve undertaken on social platforms. • As our audience grew, effectively managing our community required increased effectiveness. • In the end, it’s all about knowing your audience. Socialbakers has been an invaluable asset for us in this regard.
  19. 19. Thank you. Presented by