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Customer Engament through Social Media - Lessons learned from SAS

  1. Driving Customer Engagement Using Social Media Initiatives Lessons Learned from Scandinavian Airlines Christian Kamhaug @ckamhaug 31.08.2012
  2. Why Social Media? 2 31.08.2012
  3. SAS Social Media Objectives 3 All communication within the social media arena shall support SAS business strategy & brand promise 1. Listen to, Engage & Involve customers to build a better SAS 2. Drive traffic to SAS websites in order to generate sales 3. Build lasting relationships through excellent customer service 4. Increase & maintain SAS image as a valued partner for all stakeholders SAS Vision: To be VALUED FOR EXCELLENCE by all stakeholders 31.08.2012
  4. Social Relations – the LEIA Principle First you need to Listen Then you can Engage your customers in social conversations Only then can you aim to Involve your friends in social media 200.000 fans can’t be wrong? Leverage the power of the crowds to make an even better SAS – and invite them in Analyze & follow-up
  5. Crowdsourcing 5 Involve your customers in your product development Show your fans new products early Ask their advice Get the customers to feel ownership to your («their») product Innovative and powerful marketing tool for new products Sharing is caring 31.08.2012
  6. The Summer Plane: Background 6 Every summer, SAS shifts capacity from domestic to European leisure destinations With only 8 weeks in operation (8-16 round-trips), there are limited resources available for traditional marketing and promotion of the new routes By letting the public decide the destination, we create buzz about all the new destinations, we follow-up on the new strategy of more focus on Leisure-destinations, and we prove that we are an airline that listens to our customers, and we follow our social media strategy of Listen-Engage-Involve- (Analyze) No other airline in the world has ever done something like this 31.08.2012
  7. The Summer Plane - crowdsourced 7 Where do you want to fly this summer? Suggest a destination! 800 suggestions in one week More than 180 destinations suggested Top 10 destinations went to a vote on Facbook Alanya (GZP) , Turkey was the winner Flights start 03JUL 2012 Will be operated twice a week year-round Massive media attention Won a FlightGlobal Webbie Award 31.08.2012
  8. Design our cups: Background 8 After a number of years of Buy-on-Board, SAS re-introduced free coffee & tea on all flights in January 2012 How to get attention about this small, but significant product update? Through social media, newsletters and print ads SAS invited customers to design their cups or vote for their favorite 31.08.2012
  9. Design Our Cups: The Campaign 9 Big hit! 750 designs in one week Top 10 went to a vote on More than 8000 votes The winner got 100.000 EuroBonus- points and her design on 3 million cups! Press attention + social media buzz 31.08.2012
  10. The Next Step: Crowdsource everything! 10 31.08.2012
  11. My SAS Idea 11 Launched 13 June 2012 In six days: – 500+ registered members – 400+ ideas – 2000+ votes Open for customers as well as employees Employees have access to ”internal” ideas Only the most popular ideas will be evaluated Top-management buy-in has been essential Signals a completely new way of working with innovation 31.08.2012
  12. How to succeed in social media 12 Find your “enthusiast” Set your goals Allocate resources – Facebook is not free Find your tone-of-voice & live up to it Be among the 1% – 90% reads content / 9% likes&comments / 1% produces the content Be honest Set clear guidelines for your employees Follow up 31.08.2012
  13. Christian H.F. Kamhaug Account Manager Current Position Christian Kamhaug joined Gambit H+K in August 2012, and works primarily on digital communications with a focus on social relations and concept development. He has already worked on projects for clients in sectors such as travel & tourism, IT, oil & gas, financial services and FMCG. Prior history Christian was previously the Head of Social Media at Scandinavian Airlines (SAS), within corporate communications. As globally responsible for social media at the airline, he was in charge of strategic as well as tactical use of social media channels at SAS, having introduced social communications at SAS in 2009. He has a long and varied background in the airline industry, from Scandinavian Airlines in Norway and Sweden, regional carrier Widerøe and low-cost carrier Norwegian. In addition to social media, he has experience from revenue & network management, eCommerce, business development and ancillary revenue. Gambit Hill+Knowlton Strategies Fridtjof Nansens plass 4 Oslo, Norway 0160 Christian holds a masters degree in management from the Norwegian School of T: +47 220 48 200 M: +47 90 25 51 68 Management, where he majored in Information Management, with a special focus on eCommerce .