12. II. Competitive Analysis Benchmarking against competitors Both 1,042,717 Southwest Reactive 66,918 British Airways Proactive 36,551 Lufthansa Proactive 13852 Virgin Atlantic Both 100,152 United Both 1,594,065 JetBlue Both, @DeltaAssist acct. 70,923 Delta Mostly Proactive/ Reactive? # of Followers Airline
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19. IV. Potential Plan of Action Type of engagement Proactive Reactive Emotional connection Soft-sell promos Link to Promos on ba.com Short answers Link to FAQ on ba.com Follow up Facebook X X X Twitter X X X X X X
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Editor's Notes
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We were given high level briefs on our first day about what this project would entail, and throughout our stay here we have been given the tools to better understand BA as a company and the airline industry as a whole We initially treated social media as an alternative to traditional customer service channels (call center, email, ba.com), but through research discovered social media’s utility as a unique hybrid of PR/Marketing/CRM Laurel: I spoke mostly with our Marketing department to gain an insight about their views on the current situation with social media since they are the ones Tweeting back to our customers 50% of the time (the other half is by the UK). I wanted to understand their thoughts on the process in place and see what they would like to see implemented to make the job a more streamlined and easier one. Page No.
Dan Greenfield, a blogger at socialmediatoday.com, wrote a story about the viral aspect of United Breaks Guitars video, and just how much attention it garnered in comparison to United’s own social media sites. These screen shots were taken by dan to show how little United’s meek efforts hardly abetted the negative chatter going on about the youtube video. On the right you can see a screen shot of just several of hundreds (if not thousands) of mentions of the United Breaks Guitars video and how horrible United treats their customers. This is an example of how NOT to use social media. If used improperly or not at all, it could very well destroy the brand you’ve spent years and years building up in a matter of minutes or hours.
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We have included this little graphic to suggest the significance social media (and in this case Twitter) has on the airline industry. If airlines “do” social media well, the support they will receive on the part of their customers will be invaluable in keeping their business afloat (pun not intended). they can be sure to do better business, by staying edgy and relevant in this increasingly competitive and evolving market. Page No.
This chart was obtained from The Nielsen Company. With it, we wanted to show you all the top social media sites in terms of unique visitors. This specifically shows the growth of the number of visitors to each site in December 2009 against the visitors from the two previous years . Our focus here are Facebook and Twitter. You can see how much growth Facebook has seen over the last few years, and even today its numbers have grown exponentially. Though Myspace has a strong presence online, it is not a market we feel that is worth pursuing, due to our brand image as a premium airline and the very young demographics present on the site (young teenagers and rock bands mostly). LinkedIn is a great site for our target demographic: the business traveler, as it is a business networking site; HOWEVER, we feel LinkedIn lacks the platform and capabilities to post interactive and engaging content in the same way that Facebook and Twitter can. Page No.
Facebook and Twitter are the two most useful social media sites for our purposes They are interactive, engaging, and provide the necessary platforms for engaging our customers in new and exciting ways. Page No.
Social media is a megaphone that amplifies malcontent BA had a similar situation to United Breaks Guitars Melissa took it offline and compensated angry musician before he destroyed us through social media Page No.
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Keep in mind that all these airlines fly both domestically in the US and abroad so that may explain why their efforts and numbers are higher than our own different client base Delta has committed itself to social media by creating a dedicated cross functional social media lab, to better understand how to use social media as a customer service and marketing platform. Undoubtedly Delta’s commitment shows the extent to which other airlines are taking seriously this evolution of web 2.0 and voice of customer. Southwest has similar numbers to jetBlue and again, their target demographic is very different from ours, but they acknowledge the utility of this space and are working hard to be where their customers are and provide innovative options for the customers to engage with the company. Page No.
BA demographics are from Apr 07-Mar 08 (US residents Exec club members flying to London and beyond for biz and leisure) We used this particular data to show that our essential age demographic (35-54) makes up significant portions of both the facebook and twitter communities. This demonstrates that our very customers are using social media sites, and that we need to engage with them where they feel comfortable, and it is in these spaces. Page No.
7500 people have taken the time to seek us out on FB, and yet we have nothing to offer them as of yet. We understand the industrial action has hindered our entrance to FB but realize the importance of breaking into this platform (if you remember from the previous slide comparing BA demographics to twitter and facebook, you will recall that 31% of our key 35-54 age group are active on facebook). Breaking into this platform is essential in our fight to keep ourselves relevant and innovative. Page No.
Aesthetically, there is inconsistency as far branding goes (compared to fb page and ba.com) But this screen shot can show we have close to 50k followers on the NA twitter alone, which actually outweighs our UK twitter page. Despite currently have little to no plan of action for using Twitter, we feel the marketing team here in Bulova have done a great job engaging with the customer and providing answers to most customer questions, no matter how unusual. Page No.
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Best option for BA would be to leverage all of these along a timeframe Page No.
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