Emirates Airlines social media audit report April 2018

1. Emirates Canada
SOCIAL MEDIA AUDIT REPORT
Submitted by:
Abhinav Chander Mahajan
Anish Gupta
Anirudh Srivastava
Nisarg Patel
Submitted to: Bhupesh Shah

2. Business objectives for Emirates
1. Retain and improve frequent to business class travelers market share
2. To be a powerful international brand delivering a world class product as
customer experience is the differentiator
3. To encourage the tourism of Dubai
4. Provide full fledged training and development to Emirates pilots, aircraft
engineers, cabin crew and guest services staff
5. Develop the Academy as an aviation training ground towards fulfilling
Emirates aspiration in becoming a regional aviation training hub
6. Serves as a platform to keep people all over the world on track with the
latest industry developments and to incorporate best practices into their
operations
Source: (https://www.ukessays.com/essays/marketing/company-background-and-market-analysis-of-emirates-airlines-marketing-essay.php)

3. Target Markets
Emirates says its new target audience are individuals who are well-travelled, or
have ambitions to become well-travelled, and who also embrace the opportunity
to try the unfamiliar.
Primary target market:
Corporate and luxury travelers
Secondary target market:
Economy travelers
Source: (https://www.ukessays.com/essays/marketing/company-background-and-market-analysis-of-emirates-airlines-marketing-essay.php)

4. Emirates digital presence
Official Website: Emirates.com
Source: https://www.emirates.com/ca/english/

5. Emirates digital presence
Website: Emirates.com
36.31
6.57
10.8
1.72
31.85
0.79 1.97
direct email referals social
organic search Paid search Display Ads
Channels overview
Global rank
3,443
Country wise rank
#1407 Canada
Category Rank
#13
Total visits 52.58M
Traffic Share 45.36% 45.36%
Laptop Mobile
Monthly visits 17.52M
Monthly unique visitors 8.30M
Avg. Visit Duration 00:06:32
Page visit 5.95
Bounce Rate 32.65%

6. Emirates digital presence
Top search terms: Organic
74.91
25.09
Organic Paid search
Jan 2018 – Mar 2018 Jan 2018 – Mar 2018
Search Traffic
Emirates 34.12% 10.86%
Emirates Airlines 4.99% -25.13%
Emirates Airline 2.91% 83.38%
Emirates check in 1.73% -11.16%
Fly emirates 1.33% -7.68%

7. Emirates digital presence
Facebook 5.11%
YouTube 31.37%
WhatsApp 7.68%
LinkedIn 3.20%
Twitter 2.06%
Others 4.58%
58.17
15.38
9.79
6.7
2.4
7.57
Google display network Taboola
Criteo Pop Ads
Jan 2018 – Mar 2018
Social Traffic
Jan 2018 – Mar 2018
Display Ad network
Jan 2018 – Mar 2018
Top Publishers
Facebook.com 14.88%
Kayak.com 6.60%
Wego.com 5.31%
Yahoo.com 4.45%
Filmweb.pl 3.11%

8. Emirates digital presence
Instagram: emirates
1072 posts 3m followers 18 following
vfollowing
Social media presence
Total interactions:
198,611

9. Emirates digital presence
Twitter: Emirates
3171
Tweets
39
following
1.1M
followers
665
followers

10. Emirates digital presence
Facebook: Emirates
9,453,026
Fans
Total interactions:
198,611

11. Core competitors

12. Air Canada Delta Airline Lufthansa Etihad Qantas
total Number of
tweets
282k posts 696k posts 82.3k posts 74.6k posts 156k posts
Number of
followers
437k followers 1.46million followers 87k followers 581k 461k followers
Number of
people following
(number of
people/users
they follow)
26.5k following 38.7k following Follows only 32 out of which
most are airline and companies
which provide knowledge and
create awareness about the
world
e.g. Nationol geographic
Follows only 23 out of
which most are
airlines out of which
most are Arab nations.
Follows 6.5k people
Last Tweet April 6th April 4th 2018 April 6th 2018 April 6th 2018 April 2nd 2018
Number of
interaction per
day
431.07 382.06 410.65 402.12 380.80
Performance on Twitter
Source: https://www.socialbakers.com/
Core competitors
Current Digital Marketing Activities, along with an evaluation of their effectiveness

13. Air Canada Delta Airline Lufthansa Etihad Qantas
Total Number of
posts
1095 posts 792 posts 82.3k 2088 posts 1831 posts
Number of
followers
503k 674k followers 387k 903k followers 667k followers
Number of people
following
Following 241 &
thing to notice that
on Instagram Air
Canada follows most
of people who are
aviation
photographer &
travelers.
Following 148 & thing
to notice that on
Instagram delta airline
follows people who are
bloggers and travelers
and charitable trust.
Following 197 & thing to notice is
they follow their competitors to
know their tactics.
They also follow their airline
service provider such like star
alliance, Boeing etc.
Automobile industry like it also
follows Mercedes Benz and
porches' (high five , top class car
company).
Follows only 27 people
and most of them are
from Dubai only and the
rest are photographer
and other airline
companies.
Follows 1097 people
mix of blogger travel
photographer, travel
bloggers aviation
photographers and
other random people
from Australia.
Last post April 6th 2018 April 6th 2018 April 5th 2018 April 6th 2018 April 5th 2018
Total interaction 208,387 200,659 205,369 203,997 200,079
Performance on Instagram
Source: https://www.socialbakers.com/
Core competitors
Current Digital Marketing Activities, along with an evaluation of their effectiveness

14. Air Canada Delta Airline Lufthansa Etihad Qantas
Total Number of
posts
52,962
Number of
followers
1,316,460 followers 4,560 followers 3,475,508 followers 3,504,042 followers
1,291,259 followers
Number of likes 1,351,972 likes 4,227 like 3,517,950 likes 3,504,525 like 289,807 likes
Last post Last post was
uploaded on 5th April
2018 around 2.00
p.m.
-Highly active
-posts are up-to- date
Last post was uploaded
on 5th April 2018
around 3.00 p.m.
-Highly active
-posts are up-to-date
Last post was uploaded on
5th April 2018 2.00 p.m.
-Highly active
-posts are up-to- date
Last post was uploaded
on
4th April 2018
3:42 am.
-highly active
-posts are up-to- date
-regular posting is low
Last post was uploaded on
5th April 2018 6.00 p.m.
Shows very active keeps
posting regularly
Average response
time
1 hour 3 minute 5 hour 6 minute 10 hour 15 minutes 6 hours 30minutes 7 hours 55 minutes
Source: https://www.socialbakers.com/
Core competitors
Current Digital Marketing Activities, along with an evaluation of their effectiveness
Performance on Facebook

15. Gap analysis
Twitter
Total number of tweets for Emirates are 3,172.
Low in comparison with the competitors
Facebook
Emirates have a lesser response time of 11.53 hours when compared with other
competitors
Instagram
We have a lower interactions on Instagram compared with the competitors

16. Strategic recommendations
Emirates should lesser the response time in order to be more proactive to consumers requests
Emirates also needs to improve the interaction levels on social media in order to cater to customers
requests in a responsive manner
Search engine optimization needs to be enhanced
Opting for a feature Chatbox a better customer interaction
Feature the customer care center Tollfree number for enquiries about Emirates on the main website
Compared to competition like Lufthansa, our pages take a longer time to load due to bigger page sizes
Thank you!