Social media empowers the public to have their say on brands they buy from, or have an experience with. Using Radian6 we scanned over 8,000 social mentions for the top Airline brands in the Philippines, over the last 30 days.

1. a social media report on the
AIRLINE INDUSTRY
in the Philippines
Aug 10 – Sep 9 2013

2. methodology
We used Salesforce.com Radian6
which is an enterprise grade social
listening, analytics and engagement
platform to perform this research.
Our approach was to setup several
Topic Profiles (keyword structures)
around the top Airlines within the
Philippines.
We focused on the top 4 and
performed a deep dive study to find
out what people have been saying
about these brands over the last 30
days.
love it!
fail >:(
how
much?
#want
We took into account mentions
volumes, sentiment, mention trends,
price, value, service, staff, food,
delays, and the airline’s website.
The sentiment is derived
automatically using Radian6
algorithms, however it is expected
there is approximately a 15% margin
of error.

3. Volume
of
Brand
Men/ons
Share
of
Voice
%
Of
Men/ons
with
Posi/ve
Sen/ment
introduction
Social media empowers the public to have their
say on brands they buy from, or have an
experience with. Using Radian6 we scanned
over 8,000 social mentions for the top Airline
brands in the Philippines, over the last 30 days.
findings
Zest Air was the most talked about brand but
mainly due to suspension by CAAP due to safety
violations. They also received the highest % of
negative mentions among all Airlines.
Cebu Pacific was most often discussed as being
expensive, while Air Asia was most often talked
about as being cheap, low cost or affordable.
Philippine Airlines were the most positively talked
about airline when it came to staff and food. But
they also had the highest volume of delay related
mentions.
Air Asia had the best website amongst all
brands, getting a much higher volume of website
related mentions and positive sentiment
comments.
Bad weather on Thursday August 19 caused
cancellations for all brands however Philippine
Airlines and Cebu Pacific were most impacted.
Brands within the airline industry receive a high
volume of social mentions compared to other
industries, and crisis is not uncommon, either
because of flight delays, bad weather and press
releases. It is critical that these brands listen to,
and respond to their customers proactively to
mitigate sentiment influence, and ultimately a
reduction in revenue.

4. Brand Mentions
Share of
Voice
Sentiment
2,589 31.55% 4.9% (+ve)
9.0% (-ve)
2,124 25.89%
6.9% (+ve)
7.8% (-ve)
1,212 14.77%
7.6% (+ve)
8.7% (-ve)
1,165 14.20%
13.3% (+ve)
4.2% (-ve)
%
Of
Men/ons
with
Nega/ve
Sen/ment
how do the airlines compare?
Zest Air was the most talked about Airline in
the last 30 days, mainly due to their
suspension by CAAP due to safety
violations. Zest Air were also the most
negatively talked about Airline with almost 1
out of 10 mentions having negative
sentiment.
Cebu Pacific came in close second in terms
of mention volume. Air Asia was the most
positively talked about brand with more than
1 in 8 mentions of Air Asia having positive
sentiment.

5. How Do The Airlines Compare?
Topic
Most Talked About
Brand Commentary
Price
4% of all mentions of Cebu Pacific included
words like “EXPENSIVE” or “MAHAL”.
All other brands had less than 1%.
Value
5% of all mentions of Air Asia included
words like “CHEAP” or “AFFORDABLE”.
Cebu Pacific came in a close second by a
fraction of a %, and PAL third with 4%
Staff
3% of all brand mentions were of PAL staff,
more than double all other airlines. 20% of
staff related mentions had positive
sentiment. The next highest was Cebu
Pacific with 15%.
Food
PAL received the highest % of food related
mentions (3%), and also the most positive
mentions (18%).
Delays
PAL received the highest number of delay
related mentions (81), followed by Cebu
Pacific (73), then Zest (42), then Air Asia
(24).
Website
3 out of a 100 mentions of Air Asia talked
about their website. Triple Cebu Pacific
who received only 1 out of a 100 mentions.
Air Asia also received 4x as many positive
sentiment mentions about their website,
than any other brands.

6. highlights
Zest Air
• Sat Aug 16: CAAP cancelled flights
for Zest Air safety violations causing
massive confusion for travelers.
• Mon Aug 18: 7,000 passengers are
impacted by the flight suspension
• Mon Aug 18: Zest Air says they are
losing P70M per day because of the
suspension
• Wed Aug 20: Zest Air release press
statement confirming the CAAP
suspension has been lifted
• Wed Aug 20: PAL offered a special
flight service for affected Zest Air
passengers
Cebu Pacific
• Wed Aug 14: Major news released
about Cebu Pacific losing 18.5% in
earnings on forex losses
• Wed Aug 14: Flight cancelled
Manila to Caticlan
• Tue Aug 19: Flights cancelled due to
bad weather
• Thu Sep 5: One Tweet from
@macherieamour got retweeted
several times, calling Cebu Pacific
Liars and "Bad bad agents"

7. highlights
Philippine Airlines
• Fri Aug 15: Taylor Lautner to arrive
in Manila tomorrow via PAL
• Fri Aug 15: PAL announced they've
had profit setbacks and plunged
deeper into the red last quarter.
• Tue Aug 19: PAL waive rebooking
fee for passengers affected by bad
weather
• Tue Aug 19: Several unique positive
mentions on the quality of a flight,
thanking PAL
• Wed Aug 20: PAL cancelled flights
due to flooding in Manila
Air Asia
• Sun Aug 17: Some confusion over
billing Air Asia customers from Zest
Air
• Sun Aug 17: People are holding Air
Asia accountable for Zest Air
• Sat Aug 24: Ongoing #justflynow
driving engagement and brand
mentions
• Sat Aug 24: Queries raised on
whether Zest Air promotion breaks
DTI rules
• Mon Aug 26: #justflynow promotion
drives a positive response

8. 30-day mention trend

9. 30-day mention trend

10. 30-day mention trend

11. 30-day mention trend

12. get a report today
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or
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