flight club: mischief, mayhem, social media
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Flight Club: Mischief, Mayhem, Social Media. The airlines we love to love, the airlines we don’t love, and how they’re using social media (or not). Flight Plan: On Deck for Tonight. Amplicate study: Which airlines are most loved, which are not? - PowerPoint PPT PresentationTRANSCRIPT
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Flight Club: Mischief, Mayhem, Social MediaThe airlines we love to love, the airlines we
don’t love, and how they’re using social media (or not)
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Flight Plan: On Deck for Tonight
• Amplicate study: Which airlines are most loved, which are not?
• Survey of the airline landscape: Where they’re engaging and the volume of engagement: What do the numbers tell us?
• The fun factor: Which airlines have it going on and why?
• Case study: Mouth on Southwest: The Kevin Smith tweakout and SW Airlines response
• Other airlines: What are they doing?• Rules of Flight Club for social media• References
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Amplicate study: Which airlines are the most loved and not-
so-loved?Amplicate Ranking Airline
1 Virgin American Airlines
2 JetBlue Airways
3 Southwest Airlines
1 American Airlines
2 US Airways
3 United Airlines
Over 12 month period (Oct 2010 through Sept 2011):• 30,785 opinions posted (public posts from Facebook, Twitter• 43% positive
Study Factoids• Virgin America rockin’ the love: 97%
comments about airline positive
• American Airlines not so rockin’: only 12% positive comments
• But there’s hope: American’s performance in social media showed most growth (5%)
• Southwest popularity fell from 77% to 59% in 2011 due to change in rewards program to favor business passengers
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Survey of the airline landscape: Where they’re engagingAirline Twitter Facebook YouTube Blog/Apps/Other efforts
# 1. Virgin America(http://www.virginamerica.com/ )
“A breath of fresh airline”
@VirginAmerica270,164 followers4,919 tweets
Virgin America page173,361 likes1,560 talking about this
Virgin America channel282,715 channel views3,160 subscribersJoined: 10/11/06
Blog: Richard’s BlogApp: Chrome app, leverages Urban Daddy
#2. JetBlue(http://www.jetblue.com/)
“You above all”
@JetBlue1,660,523 followers12,398 tweets
JetBlue page540,275 likes1,929 talking about this
jetBlue channel1,055,236 channel views949 subscribersJoined: 3/14/06
Blog: BlueTalesFacebook: Go Places TrueBlue Community
#3. Southwest Airlines(http://www.southwest.com/)
“Nuts about Southwest”
@SouthwestAir1,188,318 followers7,781 tweets
Southwest Airlines page1,711,277 likes16,781 talking about this
NutsAboutSouthwest305,887 channel views4,091 subscribersJoined: 6/6/07
Blog: Nuts About SouthwestApp: iPhone app, notifications for limited-time air fare deals
# 1. American Airlines(http://www.aa.com/)
“We know why you fly”
@AmericanAir285,750 followers10,929 tweets
American Airlines page234,700 likes4,136 talking about this
American Airlines220,351 channel views4,511 subscribersJoined: 5/28/06
App: Support on many devices, boarding pass, notifications, check-in, monitor standby lists
#2. US Airways(http://www.usairways.com/)
“Fly with Us”
@USAirways175,501 followers2,069 tweets
US Airways page24,879 likes1,247 talking about this
usairways channel20,301 channel views414 subscribersJoined: 3/9/06
Mobile US Airways: Information about mobile boarding, how to book flights, get status , etc from mobile phones
#3. United Airlines(http://www.united.com/)
“It’s time to fly”
@united61,619 followers1,572 tweets
United Airlines page329,632 likes2,506 talking about this
uniteditstimetofly115,652 channel views1,360 subscribersJoined: 7/29/08
App: Android, iPhone app check-in, mobile boarding, account info
N/A: Alaska Airlines(http://www.alaskaair.com/)
“North of Expected”
@AlaskaAir48,310 followers3,372 tweets
Alaska Airlines page154,639 likes3,028 talking about this
AlaskaAirVids6,344 channel views193 subscribersJoined: 2/25/09
App: Android, iPhone support, boarding pass, check-in, flight alerts, account info
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What do the numbers tell us?
How do the airlines compare?
• Twitter: JetBlue and SW far outrank the other 5 airlines. JetBlue has massive following. Although American has third highest number of Twitter followers, it has fewest number of positive comments.
• Facebook: Domain of SW. SW leads the crowd in terms of Likes (57% total) and talking about this (54%). Alaska Airlines also invest heavily here, although their numbers are not as high.
• YouTube: Although Virgin not top ranked, they are clearly investing here. (14% channel views and 22% subscribers—third in both cases). JetBlue does very well in terms of views, not as strongly in subscribers.
# Twitter followers and tweets
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Is there a connection between the number of twitter followers and the amount of “love” (number of positive comments on Twitter and Facebook)?
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These airlines have the fun factor going on
Let’s start with YouTube
JetBlue: Witty on Twitter
Virgin American: Yum when you want it (93,723 views)
JetBlue: Mr. Non-Stop (81,600 views)
Southwest: Flag a Friend on Facebook
Virgin American: Topguest promotion
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Mouth on Southwest: The Kevin Smith Southwest Airlines Tweak Out
Ejected from flight due to customers of size policy
Tweet # 1, 8:52 PM, 2/13/10
Smodcast video
Smodcast post
Followed by:Tweets # 2- 6, with 1 F-bomb
Then he boards another flight:Tweets # 7 – 12
The flight lands:Tweets # 13-15, another F-bomb
Capped with a tweet that links to his smodcast site.
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The Southwest Airlines Response• Within 8 hours, Southwest Airlines:• Listened and engaged: Responded to
everyone who tweeted to airline about incident
• Posted blog post to apologize and clarify position
• Did not try to control the conversation: Did not remove angry customer comments on their blog
• Had VP call Kevin Smithblog post
Twitter response
Exasperated
bystander tweet
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What are some other airlines (and their passengers) doing?
Social media hits and misses
American Airlines Facebook page
Dave Caroll video: 3.2 million views and 14,000 comments within 10 days of release
American Airlines YouTube video
FlyingSocial: Alaska Airlines
United Airlines “twares”
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Alaska Airlines’ Social Media Strategy Overview• 2 individuals devoted to social media efforts
• Efforts primarily devoted to Facebook: allows them to geo-target their messaging
• Can measure ROI via links posted on Facebook (example: Travel Deals tab/application on Facebook, now being overhauled)
• “Nuts for Hawaii” campaign most successful, grew fan base substantially
• How social media is changing the game:
Social Media provides another avenue for us to spread our messaging and creates a valuable, two-way communication channel. That two-way communication is key to shaping our brand. Furthermore, social strategies have proven to also help corporations' search engine optimization efforts.
D. Scotland (personal communication, November 8, 2011)
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The Rules of Flight Club for Social Media
• 1st rule: You engage in the conversation.• 2nd rule: You ENGAGE in the conversation.• 3rd rule: If a customer says, “I’m unhappy,” you listen. Customers will
punish the brand that does not listen. • 4th rule: You cannot control the conversation, so join it. • 5th rule: One brand, find your voice, and use it.• 6th rule: Twitter, Facebook, YouTube, Foursquare, Blogs, Flickr, Mobile
Apps: Know your tools and use them.• 7th rule: The conversation will continue as long as it has to.• 8th rule: If this is your first night or 100th night at Flight Club, you have
to engage.
And Finally …Don’t be a jerk!
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ReferencesAlaska Airlines. (n.d.) In Facebook [Fan page]. Retrieved November 7, 2011, from
http://www.facebook.com/alaskaairlines American Airlines. (n.d.) In Facebook [Fan page]. Retrieved November 7, 2011, from
http://www.facebook.com/aa americanairlines (2011, October 25). American Airlines Global Pink Out with Zumba [Video file]. Retrieved
from http://www.youtube.com/user/americanairlines#p/u/8/HqfhfrmjeowAmplicate (2011). Public Opinion on US Airlines on Social Media. Retrieved November 6, 2011, from
http://amplicate.com/social-media-analytics-reports/27-41-us-airlines/Carroll, Dave (sonsofmaxwell). (2009, July 6). United Breaks Guitars [Video file]. Retrieved from http://
www.youtube.com/watch?v=5YGc4zOqozojetblue. (2011, April 15). JetBlue – Mr. Nonstop – Gate Counter [Video file]. Retrieved from
http://www.youtube.com/watch?v=kcHZ9TpXs0s&feature=channel_video_title JetBlue Airways. (n.d.) In Facebook [Fan page]. Retrieved November 7, 2011, from:
http://www.facebook.com/JetBlue Kamer, Foster (2010, February 14). Update: The Kevin Smith Southwest Airlines Fat-Flight Tweakout of Epic
Proportion. Retrieved from http://gawker.com/5471463/the-kevin-smith-southwest-airlines-fat+flight-tweakout-of-epic-proportions
Kirby, M. (2011). PERSONAL TOUCH. Airline Business, 27(6), 54-56. Retrieved November 3, 2011, from EBSCO Publishing. Retrieved from http://search.ebscohost.com
McNeil, Christi .(2010, February 14). Not So Silent Bob. [Blog post]. Retrieved from http://www.blogsouthwest.com/blog/not-so-silent-bob
Rutherford, Linda. (2010, February 15). My Conversation with Kevin Smith. [Blog post]. Retrieved from http://www.blogsouthwest.com/blog/my-conversation-with-kevin-smith-0
SilverStein, Cord. (2011, February 15). [Blog post]. Retrieved from http://www.marketinghipster.com/2010/02/15/kevin-smith-and-southwest-airlines-a-social-media-case-study/
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References (Cont).
Smith, Kevin. (2010). [Audio podcast]. Retrieved from http://s3.amazonaws.com/smodcast/SModcast-106.mp3Smith, Kevin. (2010, February 18). I love you, Mom. I Hate you, Fake-heart. [Blog post]. Retrieved from http
://silentbobspeaks.com/?p=394SouthwestAir (2011, February 13). @ThatKevinSmith Again, I'm very sorry for the experience you had
tonight. Please let me know if there is anything else I can do. [Twitter post]. Retrieved from http://twitter.com/#!/SouthwestAir/status/9089068708
Southwest Airlines. (n.d.) In Facebook [Fan page]. Retrieved November 7, 2011, from http://www.facebook.com/Southwest
ThatKevinSmith. (2010, February 13). Dear @SouthwestAir - I know I'm fat, but was Captain Leysath really justified in throwing me off a flight for which I was already seated? [Twitter post]. Retrieved from http://twitter.com/#!/thatkevinsmith/status/9079110598
United Airlines. (n.d.) In Facebook [Fan page]. Retrieved November 7, 2011, from http://www.facebook.com/UnitedAirlines
Unnikrishnan, M., & Wall, R. (2010). All That Twitters. Aviation Week & Space Technology, 172(2), 42-44. Retrieved November 3, 2011, from EBSCO Publishing. Retrieved from http://search.ebscohost.com
Van Grove, Jennifer. (2009, July 15). United Breaks Guitars Surpasses 3 Million Views in 10 Days. Retrieved from http://mashable.com/2009/07/15/united-breaks-guitars/
VirginAmerica. (2011, April 18). Yum When You Want It. [Video file]. Retrieved from http://www.youtube.com/watch?feature=player_embedded&v=YDpc0TP3K6k
US Airways. (n.d.) In Facebook [Fan page]. Retrieved November 7, 2011, from http://www.facebook.com/USAirways
Virgin American Airlines. (n.d.) In Facebook [Fan page]. Retrieved November 7, 2011, from http://www.facebook.com/VirginAmerica
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Bonus Slide 1: # Twitter followers
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Bonus Slide 2: # Likes for Facebook fan page
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Bonus Slide 3: # People talking about Facebook page
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Bonus Slide 4: # YouTube Channel Views
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Bonus Slide 5: # YouTube Channel Subscribers