social analytics boosts american airlines

Customer Engagement Takes Off for American Airlines

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#netbase #engagement #CX

| Confidential | © 2013 NetBase Solutions. All Rights Reserved Worldwide. 2

Today’s Speaker

Katy Phillips Senior Analyst, Social Communications @katyphillips

#netbase #engagement #cx

2013 Social Media Review

6/25/2014 Customer Engagement Takes Off for American Airlines Katy Phillips

@katyphillips

Our Digital Footprint

American Airlines Social Channels

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Our Team Structure

5

Social Customer Experience

16 team members

Social Customer Engagement

4 team members

Social Analytics

1 team member

A Little History

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2011

Today

1Q2014

Conversations

~1M mentions (AA+US)

2.8B impressions

24/7

#custserv

Foundation

2012

2013

Conversations

1,483,695

Team Structure

& Growth

Capture Relevant Data

Questions to Ask

• What is the volume of the conversation?

• Where is the conversation happening?

• Who is driving the conversation?

• What are the main themes of the conversation?

• What is the tone of the conversation?

7 #netbase #engagement #cx

Share Relevant Data

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Educating • Road shows

• Regular reporting

• Presentations

Scaling • Social Customer Service began with 2 staff in

August 2011

• 17 staff in August 2013

• As team expanded, we added additional hours

Training • Created a formalized program

• Customer feedback

• Tone of voice and word choice

Engagement Examples

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Brand Ambassadors: Valenvines

10 6/4/2014

@JayLavendar

11 6/25/2014

Tips for Success

Take the Time to Put Structure in Place

• Identify the best tools

• Determine meaningful metrics

• Categorize and track your messaging

• Identify and reward your advocates

• Establish regular reporting

• Talk in the language of the group you are targeting

• Customer Care

• Marketing

• Executives

• Identify actionable data

• Optimize business strategies

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Thank You! Questions?

@katyphillips

www.aa.com/social