SAS you rock. Social Media the SAS way

Transcription

1 SAS you rock Social Media the SAS way Christian Head of Social Media SAS Corporate Communications twitter.com/sas facebook.com/sas youtube.com/flysas

2 LYTTEGEBYR 0,- AVBRUDDGEBYR 0,- SPØRSMÅLSGEBYR 0,- KONTAKTGEBYR 0,- LASTENEDPRESENTASJONENETTERPÅGEBYR 0,-

3 In the old days, someone might have a bad customer experience and tell 10 people. But now, with the rise of blogs, MySpace and Facebook, that person might be able to tell 10,000 people. This totally changes the dynamic, and importance, of customer experience. Bruce Temkin, vp/principal analyst at Forrester Research Source: Forrester The Customer Experience Index 2007, Brandweek,

4 What is social media? Social Media is the use of technology on online or mobile platforms that allows end users to engage in multidirectional conversations in or around the content on the website

5 Nye medievaner I Norge bruker vi media 90 min mer pr dag 30% av den tiden brukes på sosiale medier ALT er knyttet til sosiale medier

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12 The BIG kahuna Mer enn 800 millioner brukere globalt Hver 12. person på kloden! Verdens tredje største land Mer enn 9 millioner aktive brukere i Skandinavia Norway: 2,5 million monthy users Norway: 1,5 million daily users Mer enn 200 millioner bruker Facebook på mobil

13 SAS Social Media objectives All communication within the social media arena shall support SAS business strategy & brand promise. 1. Decrease negative mentions in online conversations. 2. Make excellent branded content that tells our story and make it visible and sharable. 3. Establish SAS as an active and trustworthy company in online conversations. 4. Increase the traffic to our commercial web sites with the objective to convert traffic to customers. 5..and provide excellent customer service

14 CASESTUDIES

15 US Airways

16 United Breaks Guitars United broke his guitar Did not take responsibility David wrote a song Did a video & posted on YouTube views in three days Now more than 12 million!

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18 SAS SOCIAL MEDIA CHANNELS

19 Channels - Statement One Channel per social media platform Global & Local messages The Head of Social Media coordinates channels.

20 SAS Social Media Channels facebook.com/sas twitter.com/sas YouTube.com/flySAS flick.com/flysas gowalla.com/flysas foursquare.com/sas etc.

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24 CRISISCOMMUNICATION INSOCIALMEDIA

25 EUROPE S MOST PUNCTUAL AIRLINE

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29 Vulcano Ash Cloud: Crisis Situation 16 april all flights in Northern Europé cancelled Disruption response organsiation, DRO established Chairman: Chief Commercial Officer & represantatives from all parts of SAS e.g. Operations, Customer Relations & Communication. DRO meetings several times a day regarding the traffical and commercial situation. Daily reports & prognoses from Eurocontrol, Metoffice & other authorities. Flight information & status regarding the ash cloud changes by the hour.

30 The team Establoished ad-hoc in onw day colleagues from fra Communications ecommerce Marketing EuroBonus Human Resources Customer Relations Focus: Help our customers Channels: FB, Twitter, flysas.com, SMS

31 Ashcloud More than new fans in one week More than questions posted 99% answered within 5 minutes SAS message displayed more than 1 million times Used off-line channels as well as online to contact pax 20 editors online 05:00 02:00 every day!

32 SAS you rock! Miriam was returning to the USA Flight operated from Oslo bus from Stockholm. Miriam wrote on FB that she wouldn t reach the bus on time SAS FB team called the bus and held it back for her On FB she wrote: SAS you rock Two pregnant women stuck in Spain were contacted via FB by SAS sales in Spain and were put on the fist flight home

33 Feedback

34 How we communicate Consistent messages through all channels Folksy & charming Try some humor! Drop no hooks bite no hooks Answer everything positive as well as negative Write only what you know I don t know is ok! Be personal and care!

35 What to look for in your team Wide knowledgebase A big network within the company Can-do attitude Enthusiasm Commercial thinking Common sense

36 Success? Enormous increase in number of fans Nice, steady growth with limited unlikes Positive media attention primarily in Scandinavia SAS went from an index 40 to 90 measured for caring in online conversations Internal enthusiasm in an extreme situation A new understanding among top-management for social media A framework for how to deal with future crisis Swedish pilot-strike Norwegian security controllers strike Snow chaos in London

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38 SASSOCIALMEDIA TODAY

39 Social Media as a hub Corporate Communications HR Operations Cust omer Contact Customer Relations Social Media Marketing Product Development EuroBonus Online Sales

40 Facebook monitoring today Internet Support Day-to-day replies Corporate Communications Status updates & news Expert Team Functional experts

41 SAS on Facebook Mer enn fans Hva snakker folk om? EuroBonus Bagasje Gode opplevelser med SAS Priser Nye destinasjoner

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44 What we give back! Customer service every day 08:00 22:00! News & offers Job openings Travel tips New Scanorama every 1 st of the month Flashback Friday every Friday Live video streaming and photos from events

45 Recurring themes Scanorama every 1 st of every month Flashback Friday every Friday

46 Job-openings

47 New routes

48 Local messages in local language

49 Local messages in local language

50 SAS Facebook stats fans 1. Norway Ashcloud I 2 Snow problems London 3 Ashcloud II 4 SAS Tattoo 2. Sweden 3. Denmark 4. UK 5. USA 6. Poland 7. Japan 70% 8. Germany 9. Finland 10. Spain 11. Italy 12. Greece 13. Thailand 14. France 15. Indonesia 16. Turkey 17. Mexico Source: Facebook Insights / 06JUN11 63% 18. Ireland 19. India

51 SAS Facebook survey 2011 Are you more or less satisfied with SAS after following SAS on Facebook Much less satisfied Somewhat less satisfied Much more satisfied Same as before 64% MORE satisfied Somewhat more satisfied 77% are EuroBonus members

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53 fans! Saturday 27AUG 19:19 9 days later at Lucky 7 Tattoo in Oslo Got attention in print media & radio in Norway, Sweden & Denmark as well as in social media

54 Inspirasjon

55 The results Launched 01SEP Over 2 million via Twitter within 65 min The Love-link was spread by at least 1000 people on Facebook, estimate reach of 200,000 users Over 100,000 visitors via Facebook Incorporated into SAS own Facebook page, 95% positive/neutral comments Over 500,000 unique visitors to the SAS Love-site Over 350,000 votes Over 300 couples from all over the world Turned into a blog once compeition closed Anders Lindström/STODP-M

56 And the winner is Over 150 million worldwide heard or read of the campaign via social media, TV, online media, radio, print media, bloggers, etc. Overwhelming amount of media coverage, 99.9% positive Coverage includes: BBC, Time, ABC, CNN, AFP, The Sun, The Independent, Politiken, Sunrise, Yahoo!, etc. $1 million in media coverage in US alone Significantly raised the awareness of SAS positively in international areas; increase in bookings No or minimum marketing spend PR value to date: approx. 50 million SEK! ( 5.6M) Return on investment over x1000 Anders Lindström/STODP-M

57 SAS future in Social Realtions First we listended Then we engaged the community Now we plan to involve our fans fans can t be wrong, right? Use the community to get feedback and ideas to improve the SAS product Engage Listen Involve

58 It had long since come to my attention that people of accomplishment rarely sat back and let things happen to them. They went out and happened to things. Leonardo da Vinci 58

59 SOMMERFLYET2012 Hvor skal vi fly i sommer? Foreslå en destinasjon!! 800 forslag på én uke Mer enn 160 destinasjoner Avstemningen starter i dag Ruten flys i juni-juli 2012 Vinneren får være med på åpningsturen

60 Contact me any time! twitter.com/ckamhaug facebook.com/ckamhaug no.linkedin.com/in/ckamhaug gowalla.com/ckamhaug blogg.scanair.no LAST NED 0,- bit.ly/sas_bi_20oct