Contests, Deals and Rebrands: How the Airline Industry did Social Media in January
The Social Media Benchmarking Company for BrandsUnmetric’s platform focuses on social media benchmarking for leading brandsaround the world. Unmetric recognizes that brands are flying blind on social mediaand the absence of benchmarks has been detrimental to businesses who are used tocompetitive benchmarking and intelligence on mass media and the internet.Unmetric empowers marketing teams with data that was previously unavailable.Besides comparing the performance of competing brands, Unmetric alsobenchmarks brands against their sector and captures everything around brands’Facebook, Twitter, YouTube and Pinterest points of presence. This includes growthmetrics and unique engagement metrics that provide insights into contentstrategies & performance.For more information, visit Unmetric.com
January 2013 Aviation Sector on Social MediaAverage Sector Growth NEWS AROUND YOUR SECTOR The Aviation Sector experienced positive growth rates across Facebook, Twitter and YouTube. In North America: Southwest leads the pack on Facebook, JetBlue on Twitter and Delta is the best performing brand on YouTube. American Airlines’ new look campaign engaged greatly for them across Facebook, Twitter and YouTube. JetBlue clocked the best customer service time on Facebook and Twitter.
Analysis of Brands on Facebook Fans, Conversations, Engagement, Campaigns etc…
January 2013 Facebook – An Overview UNMETRIC SCORE FOR FACEBOOK (Sector Leaders in the United States) Brand Name Unmetric Score Rank in January Southwest Airlines 65 4 American Airlines 47 15 JetBlue Airways 46 16 Delta 46 17 Virgin America 39 27 United 34 41The Unmetric Score is a unique sector based social media score that takes in to accountvarious metrics, weighted and balanced to produce a single benchmarkable score.
January 2013 Facebook – An Overview AUDIENCE STRENGTH & ENGAGEMENT STRENGTH Audience Strength (Number of Fans & Fan Growth) Engagement Strength (Engagement Score, Sentiment, Conversations and Number of Posts) POPULAR LEADERS Audience Strength EMERGING ENGAGERS Engagement StrengthNote: The size of the bubble denotes the Unmetric score
January 2013 Facebook – An Overview BEST CAMPAIGNS OF THE MONTH (Amongst these brands)1. American Airlines – New Look2. Virgin America – Array of Deals3. Delta – Travel Destination Information
January 2013 Notable Brands & Metrics on Facebook Number talking Average % of Fan Posts % Increase in Brand Number of Fans about (as % of Fan Posts Admin Posts Engagement Response Time Admin Fans Fans) (mins) Responded Southwest 3,539,812 0.33% 1.21% 1,067 28 51 148 15.18% AirlinesJetBlue Airways 733,312 2.56% 1.64% 539 30 22 63 52.13% American 555,558 3.15% 4.94% 1,294 29 113 93 53.94% Airlines Delta 526,492 3.35% 5.77% 939 55 68 575 16.40% United 370,856 0.55% 1.38% 854 22 53 134 25.53%Virgin America 305,031 4.56% 4.14% 183 88 24 462 67.76%
American Airlines – New LookPosts around American Airlines’ new look were massively engaging
American Airlines – New LookIncrease in Fan Growth and People Talking About during the unveiling Growth in Fans and Number talking about
Southwest Airlines – Array of Contests Southwest Airlines ran multiple contents during January
Southwest Airlines – Scam AlertSouthwest Airlines’ timely alert informing the Fans regarding a scam promising two free air tickets earned them great engagement and positive sentiment.
Virgin America - DealsThe array of deals engaged really well for the Virgin America’s fans
Analysis of some Brands on Twitter Followers, Customer Service Metrics, Campaigns etc…
January 2013 Twitter – An Overview UNMETRIC SCORE FOR TWITTER (Sector Leaders in the United States) Brand Name Unmetric Score Rank in January JetBlue Airways 79 1 American Airlines 76 2 Southwest Airlines 69 4 Virgin America 67 9 Delta 64 11 United 64 11The Unmetric Score is a unique sector based social media score that takes in to accountvarious metrics, weighted and balanced to produce a single benchmarkable score.
January 2013 Twitter – An Overview AUDIENCE STRENGTH & ENGAGEMENT STRENGTH Audience Strength (Total Followers, Follower Growth, Follower-Followee Ratio) Engagement Strength ((Average Reply Time, Number of Tweets & Sentiment) POPULAR LEADERS Audience Strength EMERGING ENGAGERS Engagement StrengthNote: The size of the bubble denotes the Unmetric score
January 2013 Notable Brands & Metrics on Twitter Average Sentiment of Brand Name Total Followers Followers Growth Number of Tweets Responses Queries (responded by the brand) @JetBlue 1,707,723 0.31% 5,939 0:15:05 Positive@SouthwestAir 1,442,796 0.78% 323 3:19:11 Neutral@AmericanAir 498,422 3.46% 17,010 0:19:55 Positive @Delta 413,432 2.98% 329 5:42:33 Positive@VirginAmerica 383,971 2.01% 1,580 1:35:37 Positive @united 197,930 5.43% 4,151 1:24:29 Positive
JetBlue – Ultimate Customer Service With an average reply time of 15 mins and 5 seconds,JetBlue replied to most of their followers within 15 mins Apart from Plain Text, JetBlue’s most popular reply strategy seemed to be requesting the followers to view a link
JetBlue – Ultimate Customer Service Benchmarking Average Reply Time (ART) ART: 3hr, 51min ART: 2hr, 9min ART: 15 min
American Airlines – New LookAmerican Airlines’ Twitter eﬀorts were around the #newAmerican campaign
Comparing Tweet Timings @AmericanAir @JetBlue @SouthwestAir @VirginAmerica @Delta_Assist @UnitedUS Central Time Zone
Analysis of some Brands on YouTube Views, Shares, Uploads, Top Video etc…
January 2013 YouTube – An Overview UNMETRIC SCORE FOR YOUTUBE (Sector Leaders in the United States) Brand Name Unmetric Score Rank in January Delta 61 6 Southwest 46 12 American Airlines 45 13 Virgin American 40 15 United 21 50The Unmetric Score is a unique sector based social media score that takes in to accountvarious metrics, weighted and balanced to produce a single benchmarkable score.
January 2013 Notable Brands & Metrics on YouTube % Increase in Average Video Brand Name Total Video Views Uploads Dislikes Likes Video Views Views Southwest 9,416,540 0.87% 182 7 2 66American Airlines 2,533,750 16.11% 1502 16 229 1928 Virgin America 3,680,959 0.82% 298 1 0 6 Delta Airlines 920,0480 2.41% 1280 4 8 396 United 176,897 12.51% 468 1 5 29
American Airlines – Creating AA’s New Look Behind the Scenes Creating American Airlines New Look, Logo and Livery
Delta Airline – New iPad Application FLY DELTA FOR IPAD® IS HERE
Thank You Please contact us at email@example.com for more informationAbout Unmetric:Unmetric is a social media benchmarking company headquartered in New York with clients and operations across the globe. We work with Fortune 500 companies to help them establish benchmarks for their social media teams and social media campaigns. The data provided by the Unmetric platform can be instrumental in facilitating understanding and driving down costs by creating more eﬃcient social media teams.