Social Media Report - Aviation Q1 2016

1. Top Aviation Brands on Social Media Jan 1st – Mar 31st 2016 Image courtesy : Pixabay

2. Aviation Brands: Social Media Report This report captures the performance of Aviation Brands on social media between January 1st – March 31st, 2016

3. Generate Your Own Social Media Report This report was generated entirely by the Unmetric Reporting Engine. It took minutes to create. Create Your Free Social Media Report Now

4. Southwest airlines had the largest fan base of 4,983,935 while Frontier Airways showed the highest fan growth of 5.76%. 0.0% 1.0% 2.0% 3.0% 4.0% 5.0% 6.0% 7.0% 0K 1,000K 2,000K 3,000K 4,000K 5,000K 6,000K Growth% Number of Fans Hawaiian Airlines Alaska Airlines United Airlines Virgin America Southwest airlines Jet Blue Delta American Airlines FrontierAirways Fans

5. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Hawaiian Airlines American Airlines Virgin America United Airlines Delta Southwest airlines Alaska Airlines FrontierAirways Jet Blue United States Countries < 2% Mexico Puerto Rico Brazil Dominican Republic Australia Japan India Fans - Geography

6. Alaska Airlines had the highest PTAT of 5.93% as a percentage of its average number of Fans during this time period. 0.0% 1.0% 2.0% 3.0% 4.0% 5.0% 6.0% 7.0% 0K 1,000K 2,000K 3,000K 4,000K 5,000K 6,000K Peopletalkingabout(as%ofFans) Average Number of Fans Alaska Airlines Hawaiian Airlines United Airlines Virgin America Southwest airlines Jet Blue Delta American Airlines FrontierAirways Conversations

7. Hawaiian Airlines published the greatest number of posts (178). Alaska Airlines had the highest average engagement, with a score of 977. 0 20 40 60 80 100 120 140 160 180 200 0 200 400 600 800 1000 1200 Hawaiian Airlines Alaska Airlines United Airlines Virgin America Southwest airlines Jet Blue Delta American Airlines FrontierAirways Numberof Posts Engagement Score Engagement Score Number of Posts Engagement - Posts

8. Alaska Airlines received the most number of Likes (256,279), Alaska Airlines got the most number of Comments (58,770) and Alaska Airlines had the most number of Shares (48,257). 0K 50K 100K 150K 200K 250K 300K Alaska Airlines Hawaiian Airlines United Airlines Virgin America Southwest airlines Jet Blue Delta American Airlines FrontierAirways Likes Comments Shares Engagement Breakdown

9. Most Engaging Brand Posts Alaska Airlines 24-MAR-16, THU 10:00PM With views like this it is no wonder over 2 million visitors came to Alaska last year. Photo captur .. ENGMT. LIKES COMMENTS SHARES SENTIMENT 1,000 26,020 669 2,933 Uncategorized Hawaiian Airlines 20-MAR-16, SUN 4:00PM We love surf, sand, and sun! Do you? Alaska Airlines 15-MAR-16, TUE 12:59AM Welcome to the family, Ben! We're incredibly proud of one of our own, Lauren, for taking a chance an .. ENGMT. LIKES COMMENTS SHARES SENTIMENT 1,000 21,809 684 782 Uncategorized ENGMT. LIKES COMMENTS SHARES SENTIMENT 1,000 14,907 20,280 1,745 Uncategorized

10. Most Engaging Brand Posts Alaska Airlines 09-MAR-16, WED 12:48PM The memories from last night’s inflight entertainment will last a lifetime. We adjusted flight #870 .. ENGMT. LIKES COMMENTS SHARES SENTIMENT 1,000 24,998 2,487 27,498Uncategorized Alaska Airlines 08-MAR-16, TUE 12:00PM Start readying your palate. We’re flying two lucky winners (each with a guest) to our hometown (Seat .. Hawaiian Airlines 25-FEB-16,THU 2:04PM Kauai is an outdoor lovers dream. See a list of our favorite Garden Isle adventures: http://at.hwnai.. ENGMT. LIKES COMMENTS SHARES SENTIMENT 1,000 4,662 9,393 498 Uncategorized ENGMT. LIKES COMMENTS SHARES SENTIMENT 1,000 14,798 525 1,249 Positive

11. American Airlines's Facebook Page saw the highest number of Fan posts (7,137). 0 1000 2000 3000 4000 5000 6000 7000 8000 Hawaiian Airlines Alaska Airlines United Airlines Virgin America Southwest airlines Jet Blue Delta American Airlines Frontier Airways Numberof Fan Posts Fan Posts

12. Alaska Airlines received the highest percentage of Positive Sentiment (48.00%). 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Hawaiian Airlines Alaska Airlines United Airlines Virgin America Southwest airlines Jet Blue Delta American Airlines Negative Neutral Positive Sentiment Analysis

13. Southwest airlines responded to the highest percentage of Fan posts (61.88%). 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 0 1000 2000 3000 4000 5000 6000 %ofFanPostsBrandRespondedto Average Response Time (mins) Hawaiian Airlines Alaska Airlines United Airlines Virgin America Southwest airlines Jet Blue Delta American Airlines Brand Responses

14. Hawaiian Airlines published the most with 178 posts, among the brands studied 10% 7% 19% 7% 11% 17% 11% 6% 12% Delta American Airlines Hawaiian Airlines Alaska Airlines Southwest airlines Virgin America FrontierAirways United Airlines Jet Blue Share Of Voice – Volume of Posts

15. Alaska Airlines received the largest volume of Likes (256,279), among the aviation brands we looked at. 16% 18% 18% 19% 9% 2% 6% 4% 8% Delta American Airlines Hawaiian Airlines Alaska Airlines Southwest airlines Virgin America FrontierAirways United Airlines Jet Blue Share Of Voice – Likes

16. Alaska Airlines received the largest volume of Comments (58,770), among the brands studied here. 7% 11% 6% 36% 14% 2% 12% 6% 6% Delta American Airlines Hawaiian Airlines Alaska Airlines Southwest airlines Virgin America FrontierAirways United Airlines Jet Blue Share Of Voice – Comments

17. Alaska Airlines received the largest volume of Shares (48,257), among the brands analyzed. 20% 6% 11% 23% 16% 2% 3% 4% 15% Delta American Airlines Hawaiian Airlines Alaska Airlines Southwest airlines Virgin America FrontierAirways United Airlines Jet Blue Share Of Voice – Shares

18. During this time period, Cyber Monday sale 2015 (CM) was the most engaging run by Alaska Airlines. Jet Blue published the most (12) in its #JetBlueFlashFares campaign. 0 2 4 6 8 10 12 14 0 100 200 300 400 500 600 700 800 900 1000 Movie Moments Sweepstakes(Hawaiian Airlines) Cyber Monday sale 2015 (CM)(Alaska Airlines) #MondayMotivation(United Airlines) #RockyMountainFly(Virgin America) Destination Bracket 2016(Southwest airlines) #JetBlueFlashFares(Jet Blue) #WomensHistoryMonth(Delta) #MilesForMilestones(American Airlines) Numberof Posts Engagement Score Engagement Score Number of Posts Campaign Comparison

19. Analysis of American Airlines Facebook Page Jan 01, 2016 - Mar 31, 2016

20. Brand Overview FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS 2,006,223 41,789 2.13% United States Not Available American Airlines

21. Engagement Score Total Fan Posts 488 7,137 Total Posts Brand Response Rate 61 46.41% Total Likes Avg. Reply Time 230,801 6 hrs, 15 mins Total Comments General Sentiment 18,097 Neutral Total Shares 12,486 Most Engaging Content Type Question Least Engaging Content Type Brand News Most Prolific Content Type Others Most Engaging Campaign The American Airlines® Window of Wonder Sweepstake Most Recent Campaign #MilesForMilestones BRAND POSTS FAN POSTS Brand Overview CONTENT & CAMPAIGNS

22. 1,940K 1,950K 1,960K 1,970K 1,980K 1,990K 2,000K 2,010K 31-Dec 14-Jan 28-Jan 11-Feb 25-Feb 10-Mar 24-Mar Fan Growth Total Fans 2,006,223 New Fans 41,789

23. Engagement 0 250 500 750 1,000 1,250 1-Jan 5-Jan 9-Jan 13-Jan 17-Jan 21-Jan 25-Jan 29-Jan 2-Feb 6-Feb 10-Feb14-Feb18-Feb22-Feb26-Feb 1-Mar 5-Mar 9-Mar 13-Mar17-Mar21-Mar25-Mar29-Mar American Airlines had an average engagement score of 488 and a highest of 992.

24. Community Analysis American Airlines fans are largely from United States followed by India. Distribution of Fans 0K 200K 400K 600K 800K 1,000K 1,200K United States India Brazil Mexico Philippines Argentina Puerto Rico United Kingdom Peru New Zealand

25. 0 1 1 2 2 3 3 4 1-Jan 15-Jan 29-Jan 12-Feb 26-Feb 11-Mar 25-Mar Brand Posts Top keywords used Frequency AATeam 15 flight 9 AmericanAir 5 25,000 AAdvantage miles 4 Fleet Service team 3

26. 33% 67% Brand Participation Brand Non Participation Brand Posts - Engagement American Airlines responded to 20 conversations generated by the 61 Posts they published. Brand Responses

27. Most Engaging Brand Posts 04-MAR-16, FRI 3:03PM If you could fly anywhere right now, where would it be? #TGIFlyday ENGMT. LIKES COMMENTS SHARES SENTIMENT 992 12,046 6,697 767 Uncategorized 01-FEB-16,MON 5:15PM Take on Tokyo! On February 11, we’re launching daily, nonstop service from LAX to Haneda,taking you .. 07-JAN-16, THU 12:30PM From bustling cityscapesto rolling clouds and patchwork quilts of land, you’ve capturedbeautiful v .. ENGMT. LIKES COMMENTS SHARES SENTIMENT 971 25,131 645 1,016 Positive ENGMT. LIKES COMMENTS SHARES SENTIMENT 965 17,115 1,221 1,313 Positive NO IMAGE NO IMAGE NO IMAGE

28. Brand Posts - Analysis Brand Post Types Days of the week 0 10 20 30 40 50 60 0 100 200 300 400 500 600 Photos Videos Links Plain Text Numberof Posts Engagement Score Engagement Score Number of Posts 0 5 10 15 20 0 200 400 600 800 Monday Tuesday Wednesday Thursday Friday Saturday Sunday Numberof Posts Engagement Score Engagement Score Number of Posts

29. Top Keywords Used Frequency American Airlines 2916 time 1495 AA 1371 hours 1330 customer service 1237 User Posts 0 20 40 60 80 100 120 140 160 1-Jan 8-Jan 15-Jan 22-Jan 29-Jan 5-Feb 12-Feb 19-Feb 26-Feb 4-Mar 11-Mar18-Mar25-Mar Positive Neutral Negative

30. American Airlines responded to 3,312 conversations generated by the 7,137 Posts fans published. American Airlines appears to participate more when Fan conversations have greater negative vibes than positive. User Posts - Engagement Brand Responses Sentiment 46% 54% Brand Participation Brand Non Participation 26% 28% 46% Posititve Negative Neutral

31. Most of American Airlines posts were around 'Others', and posts around 'Question' received the highest engagement. Content Intel 0 5 10 15 20 25 0 200 400 600 800 1000 1200 Brand News Travel Destination Info Announcements & Updates Others Event Frequent Flyer Programs Corporate Social… Contest or Sweepstakes Question Like This/Engagement… Numberof Posts Engagement Score Engagement Score Number of Posts

32. Campaign Intel – 3 most recent campaigns Jan01, 2016 - Mar 31, 2016 Entire Campaign 0 1 2 3 4 0 500 1000 #AAVacations #TGIFlyday Numberof Posts Engagement Score Engagement Score Number of Posts 0 1 2 3 4 0 200 400 600 800 1000 #MilesForMilestones #AAVacations #TGIFlyday Numberof Posts Engagement Score Engagement Score Number of Posts

33. Analysis of Delta Facebook Page Jan 01, 2016 - Mar 31, 2016

34. Brand Overview FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS 1,564,100 51,809 3.43% United States Mostly Older, Female and Attached. Delta

35. Engagement Score Total Fan Posts 558 5,153 Total Posts Brand Response Rate 94 16.46% Total Likes Avg. Reply Time 215,798 3 days, 17 hrs, 40 mins Total Comments General Sentiment 10,825 Neutral Total Shares 41,441 Most Engaging Content Type Airfare Deals Least Engaging Content Type Event Most Prolific Content Type Others Most Engaging Campaign #80s Safety Video Most Recent Campaign #WomensHistoryMonth BRAND POSTS FAN POSTS Brand Overview CONTENT & CAMPAIGNS

36. 1,480K 1,490K 1,500K 1,510K 1,520K 1,530K 1,540K 1,550K 1,560K 1,570K 1-Jan 8-Jan 15-Jan22-Jan29-Jan 5-Feb 12- Feb 19- Feb 26- Feb 4-Mar 11- Mar 18- Mar 25- Mar Fan Growth Total Fans 1,564,100 New Fans 51,809

37. Engagement 0 250 500 750 1,000 1,250 1-Jan 5-Jan 9-Jan 13-Jan17-Jan21-Jan25-Jan29-Jan2-Feb 6-Feb10-Feb14-Feb18-Feb22-Feb26-Feb1-Mar 5-Mar 9-Mar13-Mar17-Mar21-Mar25-Mar29-Mar Delta had an average engagement score of 558 and a highest of 1000.

38. Community Analysis Delta fans are mostly Older, Female and Attached. Delta fans are largely from United States followed by Brazil. Fan Demographics Distributionof Fans 38% 62% male female 0% 10% 20% 30% 40% Below 21 21-30 31-40 41-50 51-60 Over 60 0% 10% 20% 30% 40% 50% Single In a Relationship Engaged Married UnKnown 0K 500K 1,000K 1,500K United States Brazil Italy Mexico United Kingdom Philippines India Japan Puerto Rico Norway

39. 0 1 1 2 2 3 3 4 4 5 1-Jan 15-Jan 29-Jan 12-Feb 26-Feb 11-Mar 25-Mar Brand Posts Top keywords used Frequency flight 10 tbt 6 GRAMMYs 5 Delta employees 4 TravelTuesday 4

40. 40% 60% Brand Participation Brand Non Participation 97% 1% 2% Posititve Negative Neutral Brand Posts - Engagement Delta responded to 38 conversations generated by the 94 Posts they published. Delta receives more positive than negative vibes from comments on their Posts. Brand Responses Sentiment of Brand Posts

41. Most Engaging Brand Posts 19-JAN-16, TUE 11:03AM We surprised this young Delta Super Fan with the ultimate Delta experience. To all the super fans ou .. ENGMT. LIKES COMMENTS SHARES SENTIMENT 1,000 19,447 1,511 6,697 Positive 11-MAR-16, FRI 4:27PM Take a 360° ride through the Mojave Desert as we capture a Delta A330 takeoff like you’ve never seen .. 12-FEB-16,FRI 12:47PM How do we say thank you to Delta employeesfor a record-breaking year? With a thank you card so big, .. ENGMT. LIKES COMMENTS SHARES SENTIMENT 999 10,042 1,061 4,931 Uncategorized ENGMT. LIKES COMMENTS SHARES SENTIMENT 998 10,314 709 4,109 Positive NO IMAGE NO IMAGE NO IMAGE

42. Brand Posts - Analysis Brand Post Types Days of the week 0 10 20 30 40 50 60 0 200 400 600 800 1000 Videos Photos Links Plain Text Numberof Posts Engagement Score Engagement Score Number of Posts 0 5 10 15 20 0 200 400 600 800 Monday Tuesday Wednesday Thursday Friday Saturday Sunday Numberof Posts Engagement Score Engagement Score Number of Posts

43. Top Keywords Used Frequency time 912 hours 734 airline 683 customer service 643 plane 586 User Posts 0 20 40 60 80 100 120 140 1-Jan 8-Jan 15-Jan 22-Jan 29-Jan 5-Feb 12-Feb 19-Feb 26-Feb 4-Mar 11-Mar18-Mar25-Mar Positive Neutral Negative

44. Delta responded to 848 conversations generated by the 5,153 Posts fans published. Delta appears to participate more when Fan conversations have greater positive vibes than negative. User Posts - Engagement Brand Responses Sentiment 16% 84% Brand Participation Brand Non Participation 32% 22% 46% Posititve Negative Neutral

45. Most of Delta posts were around 'Others', and posts around 'Airfare Deals' received the highest engagement. Content Intel 0 5 10 15 20 25 0 100 200 300 400 500 600 700 800 900 1000 Brand News Announcements & Updates Others Event Corporate Social Responsibility Contest or Sweepstakes Airfare Deals Like This/Engagement Oriented Posts Numberof Posts Engagement Score Engagement Score Number of Posts

46. Delta Posts mostly about General Happenings. Among such posts, the category Current Affairs received the highest engagement. Content Intel 0 2 4 6 8 10 12 0 100 200 300 400 500 600 700 800 On Sports Question Festival/Greetings Current Affairs Numberof Posts Engagement Score Engagement Score Number of Posts

47. Campaign Intel – 3 most recent campaigns Jan01, 2016 - Mar 31, 2016 Entire Campaign 0 2 4 6 8 0 200 400 600 #WomensHistoryMonth #TravelTuesday #SAFETYS Numberof Posts Engagement Score Engagement Score Number of Posts 0 2 4 6 8 0 200 400 600 #WomensHistoryMonth #TravelTuesday #SAFETYS Numberof Posts Engagement Score Engagement Score Number of Posts

48. Analysis of Jet Blue Facebook Page Jan 01, 2016 - Mar 31, 2016

49. Brand Overview FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS 1,126,137 38,995 3.59% United States Not Available Jet Blue

50. Engagement Score Total Fan Posts 435 2,941 Total Posts Brand Response Rate 116 33.73% Total Likes Avg. Reply Time 101,278 2 hrs, 11 mins Total Comments General Sentiment 10,414 Neutral Total Shares 29,904 Most Engaging Content Type Others Least Engaging Content Type Contest or Sweepstakes Most Prolific Content Type Airfare Deals Most Engaging Campaign #GronkIsMyCopilot Most Recent Campaign #JetBlueFlashFares BRAND POSTS FAN POSTS Brand Overview CONTENT & CAMPAIGNS

51. 1,060K 1,070K 1,080K 1,090K 1,100K 1,110K 1,120K 1,130K 31-Dec 14-Jan 28-Jan 11-Feb 25-Feb 10-Mar 24-Mar Fan Growth Total Fans 1,126,137 New Fans 38,995

52. Engagement 0 250 500 750 1,000 1,250 1-Jan 5-Jan 9-Jan 13-Jan17-Jan21-Jan25-Jan29-Jan2-Feb 6-Feb10-Feb14-Feb18-Feb22-Feb26-Feb1-Mar 5-Mar 9-Mar13-Mar17-Mar21-Mar25-Mar29-Mar Jet Blue had an average engagement score of 435 and a highest of 1000.

53. Community Analysis Jet Blue fans are largely from United States followed by Puerto Rico. Distributionof Fans 0K 100K 200K 300K 400K 500K 600K 700K 800K 900K 1,000K United States Puerto Rico Dominican Republic India Mexico Canada Costa Rica Colombia Jamaica New Zealand

54. 0 1 1 2 2 3 3 4 4 5 1-Jan 15-Jan 29-Jan 12-Feb 26-Feb 11-Mar 25-Mar Brand Posts Top keywords used Frequency book 28 travel 16 low fares 14 Restrictions 11 vacation package 10

55. 69% 31% Brand Participation Brand Non Participation 93% 4% 3% Posititve Negative Neutral Brand Posts - Engagement Jet Blue responded to 80 conversations generated by the 116 Posts they published. Jet Blue receives more positive than negative vibes from comments on their Posts. Brand Responses Sentiment of Brand Posts

56. Most Engaging Brand Posts 22-FEB-16,MON 8:45AM Can 150 strangers do something that Washingtonstruggles to do? Work together. ENGMT. LIKES COMMENTS SHARES SENTIMENT 1,000 13,335 1,596 9,689 Positive 11-FEB-16,THU 9:30AM It's our super sweet 16 today! #HeresToManyMore#JetBlue16 10-MAR-16, THU 10:30AM Make a SOUND decision to visit beautiful Bermudaby booking a JetBlue Getaways vacationtoday! ENGMT. LIKES COMMENTS SHARES SENTIMENT 996 18,181 993 1,399 Positive ENGMT. LIKES COMMENTS SHARES SENTIMENT 992 5,430 377 2,587 Uncategorized NO IMAGE NO IMAGE NO IMAGE

57. Brand Posts - Analysis Brand Post Types Days of the week 0 10 20 30 40 50 60 70 0 200 400 600 800 1000 Links Videos Photos Plain Text Numberof Posts Engagement Score Engagement Score Number of Posts 0 5 10 15 20 25 0 200 400 600 800 Monday Tuesday Wednesday Thursday Friday Saturday Sunday Numberof Posts Engagement Score Engagement Score Number of Posts

58. Top Keywords Used Frequency JetBlue Airways 755 JetBlue 642 airline 388 time 376 Jet Blue 339 User Posts 0 10 20 30 40 50 60 70 80 90 100 1-Jan 8-Jan 15-Jan 22-Jan 29-Jan 5-Feb 12-Feb 19-Feb 26-Feb 4-Mar 11-Mar18-Mar25-Mar Positive Neutral Negative

59. Jet Blue responded to 992 conversations generated by the 2,941 Posts fans published. Jet Blue appears to participate more when Fan conversations have greater positive vibes than negative. User Posts - Engagement Brand Responses Sentiment 34% 66% Brand Participation Brand Non Participation 33% 16% 51% Posititve Negative Neutral

60. Most of Jet Blue posts were around 'Airfare Deals', and posts around 'Others' received the highest engagement. Content Intel 0 5 10 15 20 25 30 35 0 200 400 600 800 1000 1200 Brand News Travel Destination Info Announcements & Updates Others Festive Offer Event Frequent Flyer Programs Corporate Social Responsibility Contest or Sweepstakes Question Airfare Deals Like This/Engagement Oriented Posts Numberof Posts Engagement Score Engagement Score Number of Posts

61. In Jet Blue Posts about Aviation, Travel Destination Information posts received the highest engagement. In Jet Blue Posts about General Happenings, the category Question received the highest engagement. Content Intel About Aviation About General Happenings 0 2 4 6 8 0 50 100 150 200 Travel Destination Information Travel Advice Numberof Posts Engagement Score Engagement Score Number of Posts 0 1 2 3 4 5 0 200 400 600 On Sports Others Question Entertainment Festival/Greetings Current Affairs Numberof Posts Engagement Score Engagement Score Number of Posts

62. Campaign Intel – 3 most recent campaigns Jan01, 2016 - Mar 31, 2016 Entire Campaign 0 5 10 0 200 400 600 800 #JetBlueFlashFares #VacationStateOfMind #LeapDayDeal Numberof Posts Engagement Score Engagement Score Number of Posts 0 5 10 15 0 200 400 600 800 #JetBlueFlashFares #VacationStateOfMind #LeapDayDeal Numberof Posts Engagement Score Engagement Score Number of Posts

63. Analysis of Southwest airlines Facebook Page Jan 01, 2016 - Mar 31, 2016

64. Brand Overview FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS 4,983,935 138,996 2.87% United States Mostly Young, Female and Attached. Southwest airlines

65. Engagement Score Total Fan Posts 206 6,209 Total Posts Brand Response Rate 107 61.88% Total Likes Avg. Reply Time 122,117 2 hrs, 18 mins Total Comments General Sentiment 22,967 Neutral Total Shares 32,142 Most Engaging Content Type Festive Offer Least Engaging Content Type Like This/Engagement Oriented Posts Most Prolific Content Type Others Most Engaging Campaign Plane Palooza Most Recent Campaign Destination Bracket 2016 BRAND POSTS FAN POSTS Brand Overview CONTENT & CAMPAIGNS

66. 4,750K 4,800K 4,850K 4,900K 4,950K 5,000K 31-Dec 14-Jan 28-Jan 11-Feb 25-Feb 10-Mar 24-Mar Fan Growth Total Fans 4,983,935 New Fans 138,996

67. Engagement 0 250 500 750 1,000 1,250 1-Jan 5-Jan 9-Jan 13-Jan17-Jan21-Jan25-Jan29-Jan2-Feb 6-Feb10-Feb14-Feb18-Feb22-Feb26-Feb1-Mar 5-Mar 9-Mar13-Mar17-Mar21-Mar25-Mar29-Mar Southwest airlines had an average engagement score of 206 and a highest of 955.

68. Community Analysis Southwest airlines fans are mostly Young, Female and Attached. Southwest airlines fans are largely from United States followed by Puerto Rico. Fan Demographics Distributionof Fans 30% 70% male female 0% 20% 40% 60% Below 21 21-30 31-40 41-50 51-60 Over 60 0% 10% 20% 30% 40% Single In a Relationship Engaged Married UnKnown 0K 1,000K 2,000K 3,000K 4,000K 5,000K United States Puerto Rico Mexico India Canada Philippines United Kingdom Brazil Australia Poland

69. 0 1 1 2 2 3 3 4 4 5 1-Jan 15-Jan 29-Jan 12-Feb 26-Feb 11-Mar 25-Mar Brand Posts Top keywords used Frequency Southwest Airlines 22 link 15 RULES 13 Southwest 13 social 12

70. 90% 10% Brand Participation Brand Non Participation 97% 0% 3% Posititve Negative Neutral Brand Posts - Engagement Southwest airlines responded to 96 conversations generated by the 107 Posts they published. Southwest airlines receives more positive than negative vibes from comments on their Posts. Brand Responses Sentiment of Brand Posts

71. Most Engaging Brand Posts 23-FEB-16,TUE 10:00AM A sale for Spring! Book 2/23-3/3. Seats/days/mktslmtd; restr./blackouts apply. 14-day adv. purch. h .. ENGMT. LIKES COMMENTS SHARES SENTIMENT 977 17,835 2,571 5,474 Positive 05-JAN-16, TUE 11:47AM Start 2016 off right – with sale fares your post-holiday budget will love. Book 1/5 - 1/21. Seats/da .. 19-JAN-16, TUE 1:33PM With over 3,700 daily flights to 97 different cities, this is a day in the life of a Southwest fleet .. ENGMT. LIKES COMMENTS SHARES SENTIMENT 955 11,404 2,573 4,493 Positive ENGMT. LIKES COMMENTS SHARES SENTIMENT 874 3,174 449 4,098 Positive NO IMAGE NO IMAGE NO IMAGE

72. Brand Posts - Analysis Brand Post Types Days of the week 0 10 20 30 40 0 50 100 150 200 250 300 350 Videos Links Photos Plain Text Numberof Posts Engagement Score Engagement Score Number of Posts 0 5 10 15 20 25 0 100 200 300 400 500 Monday Tuesday Wednesday Thursday Friday Saturday Sunday Numberof Posts Engagement Score Engagement Score Number of Posts

73. Top Keywords Used Frequency Southwest Airlines 1582 time 1005 customer service 684 airline 668 hours 650 User Posts 0 20 40 60 80 100 120 140 160 1-Jan 8-Jan 15-Jan 22-Jan 29-Jan 5-Feb 12-Feb 19-Feb 26-Feb 4-Mar 11-Mar18-Mar25-Mar Positive Neutral Negative

74. Southwest airlines responded to 3,842 conversations generated by the 6,209 Posts fans published. Southwest airlines appears to participate more when Fan conversations have greater positive vibes than negative. User Posts - Engagement Brand Responses Sentiment 62% 38% Brand Participation Brand Non Participation 38% 15% 47% Posititve Negative Neutral

75. Most of Southwest airlines posts were around 'Others', and posts around 'Festive Offer' received the highest engagement. Content Intel 0 5 10 15 20 25 30 35 0 100 200 300 400 500 600 700 Brand News Announcements & Updates Others Festive Offer Event Corporate Social… Contest or Sweepstakes Question Airfare Deals Like This/Engagement… Numberof Posts Engagement Score Engagement Score Number of Posts

76. In Southwest airlines Posts about General Happenings, the category Current Affairs received the highest engagement. Content Intel About General Happenings 0 1 2 3 4 0 20 40 60 80 100 120 140 Others Festival/Greetings Current Affairs Numberof Posts Engagement Score Engagement Score Number of Posts

77. Campaign Intel – 3 most recent campaigns Jan01, 2016 - Mar 31, 2016 Entire Campaign 0 2 4 6 8 10 0 100 200 300 400 Destination Bracket 2016 #HeartCuba #LoveTakesFlight Numberof Posts Engagement Score Engagement Score Number of Posts 0 5 10 15 0 100 200 300 400 Destination Bracket 2016 #HeartCuba #LoveTakesFlight Numberof Posts Engagement Score Engagement Score Number of Posts

78. Analysis of United Airlines Facebook Page Jan 01, 2016 - Mar 31, 2016

79. Brand Overview FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS 880,085 27,465 3.22% United States Not Available United Airlines

80. Engagement Score Total Fan Posts 478 6,540 Total Posts Brand Response Rate 51 51.02% Total Likes Avg. Reply Time 53,090 3 hrs, 15 mins Total Comments General Sentiment 9,344 Neutral Total Shares 8,713 Most Engaging Content Type Travel Destination Info Least Engaging Content Type Like This/Engagement Oriented Posts Most Prolific Content Type Others Most Engaging Campaign #Viewfriendly Most Recent Campaign #GetTheStroop BRAND POSTS FAN POSTS Brand Overview CONTENT & CAMPAIGNS

81. 835K 840K 845K 850K 855K 860K 865K 870K 875K 880K 885K 31-Dec 14-Jan 28-Jan 11-Feb 25-Feb 10-Mar 24-Mar Fan Growth Total Fans 880,085 New Fans 27,465

82. Engagement 0 250 500 750 1,000 1,250 1-Jan 5-Jan 9-Jan 13-Jan17-Jan21-Jan25-Jan29-Jan2-Feb 6-Feb10-Feb14-Feb18-Feb22-Feb26-Feb1-Mar 5-Mar 9-Mar13-Mar17-Mar21-Mar25-Mar29-Mar United Airlines had an average engagement score of 478 and a highest of 993.

83. Community Analysis United Airlines fans are largely from United States followed by Brazil. Distribution of Fans 0K 100K 200K 300K 400K 500K 600K 700K United States Brazil Mexico United Kingdom Japan India Canada Philippines Puerto Rico New Zealand

84. 0 1 1 2 2 3 3 4 1-Jan 15-Jan 29-Jan 12-Feb 26-Feb 11-Mar 25-Mar Brand Posts Top keywords used Frequency BigMetalBird 7 Captain Van Stroop 4 Winter Storm Kayla 3 travel waiver 3 Boeing 787 2

85. 98% 2% Brand Participation Brand Non Participation Brand Posts - Engagement United Airlines responded to 50 conversations generated by the 51 Posts they published. Brand Responses

86. Most Engaging Brand Posts 09-MAR-16, WED 11:31AM On a brand-new #BigMetalBird, host Katie Nolan learns what goes into aircraft heavy maintenance.Spo .. ENGMT. LIKES COMMENTS SHARES SENTIMENT 993 5,252 628 1,947 Uncategorized 29-JAN-16, FRI 1:01PM In the latest episode of #BigMetalBird, see how we take on inflight dining. Appetites required. 17-MAR-16, THU 11:30AM Head to Ireland for your next trip and make your friends green with envy. ENGMT. LIKES COMMENTS SHARES SENTIMENT 945 3,830 657 914 Positive ENGMT. LIKES COMMENTS SHARES SENTIMENT 886 3,496 354 703 Uncategorized NO IMAGE NO IMAGE NO IMAGE

87. Brand Posts - Analysis Brand Post Types Days of the week 0 5 10 15 20 0 100 200 300 400 500 600 700 Photos Links Videos Plain Text Numberof Posts Engagement Score Engagement Score Number of Posts 0 5 10 15 0 200 400 600 800 Monday Tuesday Wednesday Thursday Friday Saturday Sunday Numberof Posts Engagement Score Engagement Score Number of Posts

88. Top Keywords Used Frequency time 1515 customer service 1217 hours 1102 United Airlines 922 airline 855 User Posts 0 20 40 60 80 100 120 140 160 180 1-Jan 8-Jan 15-Jan 22-Jan 29-Jan 5-Feb 12-Feb 19-Feb 26-Feb 4-Mar 11-Mar18-Mar25-Mar Positive Neutral Negative

89. United Airlines responded to 3,337 conversations generated by the 6,540 Posts fans published. United Airlines appears to participate more when Fan conversations have greater negative vibes than positive. User Posts - Engagement Brand Responses Sentiment 51% 49% Brand Participation Brand Non Participation 26% 30% 44% Posititve Negative Neutral

90. Most of United Airlines posts were around 'Others', and posts around 'Travel Destination Info' received the highest engagement. Content Intel 0 2 4 6 8 10 12 14 16 18 20 0 100 200 300 400 500 600 700 Brand News Travel Destination Info Announcements & Updates Others Like This/Engagement Oriented Posts Numberof Posts Engagement Score Engagement Score Number of Posts

91. In United Airlines Posts about Aviation, Travel Destination Information posts received the highest engagement. In United Airlines Posts about General Happenings, the category On Sports received the highest engagement. Content Intel About Aviation About General Happenings 0 2 4 6 8 0 200 400 600 Travel Destination Information Travel Advice Numberof Posts Engagement Score Engagement Score Number of Posts 0 1 2 3 4 0 200 400 600 800 On Sports Others Festival/Greetings Current Affairs Numberof Posts Engagement Score Engagement Score Number of Posts

92. Campaign Intel – 3 most recent campaigns Jan01, 2016 - Mar 31, 2016 Entire Campaign 0 5 10 0 200 400 600 800 #GetTheStroop #BigMetalBird Numberof Posts Engagement Score Engagement Score Number of Posts 0 5 10 15 0 200 400 600 800 1000 #GetTheStroop #BigMetalBird #TravelTips Numberof Posts Engagement Score Engagement Score Number of Posts

93. Analysis of Virgin America Facebook Page Jan 01, 2016 - Mar 31, 2016

94. Brand Overview FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS 674,819 12,345 1.86% United States Not Available Virgin America

95. Engagement Score Total Fan Posts 98 461 Total Posts Brand Response Rate 162 40.13% Total Likes Avg. Reply Time 26,524 43 mins Total Comments General Sentiment 3,349 Neutral Total Shares 3,323 Most Engaging Content Type Announcements & Updates Least Engaging Content Type Frequent Flyer Programs Most Prolific Content Type Airfare Deals Most Engaging Campaign #GoldenBirthday Most Recent Campaign #RockyMountainFly BRAND POSTS FAN POSTS Brand Overview CONTENT & CAMPAIGNS

96. 656K 658K 660K 662K 664K 666K 668K 670K 672K 674K 676K 1-Jan 8-Jan 15-Jan 22-Jan 29-Jan 5-Feb 12-Feb19-Feb26-Feb 4-Mar 11- Mar 18- Mar 25- Mar Fan Growth Total Fans 674,819 New Fans 12,345

97. Engagement 0 250 500 750 1,000 1-Jan 5-Jan 9-Jan 13-Jan17-Jan21-Jan25-Jan29-Jan2-Feb 6-Feb10-Feb14-Feb18-Feb22-Feb26-Feb1-Mar 5-Mar 9-Mar13-Mar17-Mar21-Mar25-Mar29-Mar Virgin America had an average engagement score of 98 and a highest of 758.

98. Community Analysis Virgin America fans are largely from United States followed by India. Distributionof Fans 0K 100K 200K 300K 400K 500K 600K United States India United Kingdom Mexico Egypt Canada Australia Pakistan Philippines

99. 0 1 2 3 4 5 6 7 8 1-Jan 15-Jan 29-Jan 12-Feb 26-Feb 11-Mar 25-Mar Brand Posts Top keywords used Frequency restrictions 41 Book 27 fares 26 chance 18 March 18

100. 15% 85% Brand Participation Brand Non Participation 68%2% 30% Posititve Negative Neutral Brand Posts - Engagement Virgin America responded to 25 conversations generated by the 162 Posts they published. Virgin America receives more positive than negative vibes from comments on their Posts. Brand Responses Sentiment of Brand Posts

101. Most Engaging Brand Posts 02-FEB-16,TUE 12:17PM #NowBoarding Los Angeles International Airport (LAX) Fares from $169 one way (restrictionsapply). .. ENGMT. LIKES COMMENTS SHARES SENTIMENT 931 827 647 812 Positive 31-MAR-16, THU 9:01AM New look, same great mood-lit taste. Introducing our new logo. #DeepVX 26-JAN-16, TUE 12:30PM 3-Day SPRING SALE: Fares from $39 one way (restrictionsapply). http://vgn.am/6185BkvOUBook by Janu .. ENGMT. LIKES COMMENTS SHARES SENTIMENT 586 375 162 288 Uncategorized ENGMT. LIKES COMMENTS SHARES SENTIMENT 388 510 112 117 Positive NO IMAGE NO IMAGE NO IMAGE

102. Brand Posts - Analysis Brand Post Types Days of the week 0 50 100 150 0 50 100 150 200 Videos Photos Plain Text Links Numberof Posts Engagement Score Engagement Score Number of Posts 0 10 20 30 40 0 50 100 150 200 250 Monday Tuesday Wednesday Thursday Friday Saturday Sunday Numberof Posts Engagement Score Engagement Score Number of Posts

103. Top Keywords Used Frequency Virgin America 233 flight 139 airline 93 service 78 customer 68 User Posts 0 5 10 15 20 25 30 35 1-Jan 8-Jan 15-Jan 22-Jan 29-Jan 5-Feb 12-Feb 19-Feb 26-Feb 4-Mar 11-Mar 18-Mar 25-Mar Positive Neutral Negative

104. Virgin America responded to 185 conversations generated by the 461 Posts fans published. Virgin America appears to participate more when Fan conversations have greater positive vibes than negative. User Posts - Engagement Brand Responses Sentiment 40% 60% Brand Participation Brand Non Participation 38% 17% 45% Posititve Negative Neutral

105. Most of Virgin America posts were around 'Airfare Deals', and posts around 'Announcements & Updates' received the highest engagement. Content Intel 0 5 10 15 20 25 0 50 100 150 200 250 300 350 Brand News Travel Destination Info Announcements & Updates Others Festive Offer Event Frequent Flyer Programs Corporate Social Responsibility Contest or Sweepstakes Question Airfare Deals Like This/Engagement Oriented Posts Number of Posts Engagement Score Engagement Score Number of Posts

106. In Virgin America Posts about General Happenings, the category Festival/Greetingsreceived the highest engagement. Content Intel About General Happenings 0 2 4 6 8 10 12 14 0 20 40 60 80 100 120 140 Others Question Entertainment Festival/Greetings Current Affairs Numberof Posts Engagement Score Engagement Score Number of Posts

107. Campaign Intel – 3 most recent campaigns Jan01, 2016 - Mar 31, 2016 Entire Campaign 0 2 4 6 8 0 50 100 150 #RockyMountainFly 30% off SFO-DEN fares #TheFreddies Numberof Posts Engagement Score Engagement Score Number of Posts 0 2 4 6 8 0 50 100 150 #RockyMountainFly 30% off SFO-DEN fares #TheFreddies Numberof Posts Engagement Score Engagement Score Number of Posts

108. Thanks! Pleasecontact us atNotJustNumbers@unmetric.com formoreinformation.