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RYANAIR A social media crash?
Milou Hamels – van Gaans@milouhamels
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Social MediaA sketch of the social media landscape
• Media landscape is changing: traditional internet
• Special role for social media: user generated content
• How people are being influenced is changing
• Different levels of participation (Technographics ladder)
• Different types of users: connectors, mavens, salespersons
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Online reputation managementFrom sending to responding
• Reputation management: the strategy to create a positive image among target groups or to avoid a negative one
• Social media reputation of an organisation more and more in the hands of the public
“You are what they say you are”
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Social media monitoringWhat to do with all that buzz
Listen!
• Find out what people are saying about your brand: what are the topics being discussed, is the sentiment positive or negative What is your online reputation?
• Find out where people are talking: which sources does your target group use to communicate online?
• Generate new ideas.
• Compare your online reputation with those of your competitors.
• Manage a crisis.
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CoostoDive deeper to discover more
1. SOCIAL MEDIA MONITORING
Insights in status quo & long term development
Application competitive analysis, brand reputation trend research, process optimalisation
Jacques Cousteau not the ocean, but the social web
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CoostoDive deeper to discover more
2. WEBCARE
Control about everything people express about your brand on the web
Application online customer service & reputation management (webcare), crisis monitoring
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Budget airlines in the social mediaActivity & sentiment Q 1 - 3
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ryanair usual topicsTrending topics Q 1 - 3
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ryanair going downActivity & sentiment last 2 weeks
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ryanair going downTrending topics first spike
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ryanair going downTrending topics second spike
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ryanair going downSources negative mentions last 2 weeks
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ryanair going downSome examples…
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ryanair going downSome examples…
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Response of ryanairRadio silence on the social media
• Reaction Ryanair: Program not trustworthy Official report incidents Valencia states that safety requirements were met First responsibility to not fly while being sick lies with the pilot himself
• First official reaction only 2 days after the first episode of the documentary.
• Reaction only by official press release.
• No reactions on social media attention.
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Lessons learnedDo not ignore the crisis that develops online
• Monitoring the social media has become an essential part of crisis management.
• By showing the online crowd that you listen to them, you can create goodwill doing something is better than doing nothing.
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• Coosto. www.coosto.nl
• Gaans, M.M. van (2011). Wat nou Social Media? Een gids door de wereld van social mediaen de mogelijkheden ervan voor uw bedrijf of organisatie. Verkrijgbaar op: www.coosto.nl