Presentation about customer involvement and crowdsourcing at SAS. Held at teh Usesful Social Media B2C Marketing Summit, London 25 June 2012

1. CUSTOMER INVOLVEMENT
THROUGH SOCIAL MEDIA
LESSONS LEARNED FROM SCANDINAVIAN AIRLINES
Christian Kamhaug @ckamhaug
Head of Social Media
SAS Scandinavian Airlines
twitter.com/SAS | facebook.com/SAS | youtube.com/flySAS
Useful Social Media, London 25 June, 2012

2. SAS SOCIAL MEDIA OBJECTIVES
All communication within the social media arena shall
support SAS business strategy & brand promise.
1. Listen to, Engage and Involve customers to make a better SAS
2. Drive traffic to SAS websites in order to create sales
3. Build lasting relationships through excellent customer service
4. Increase SAS image as a valued partner for all stakeholders
SAS VISION:
TO BE VALUED FOR EXCELLENCE BY ALL STAKEHOLDERS

3. SOCIAL RELATIONS
• First, you need to Listen
• Then Engage your customers
in social conversations
• Now we Involve our 200.000
friends in social media
• 200.000 fans can’t be wrong
• Let’s use our customers to
make an even better SAS (and
invite them in)

4. THE LEIA FRAMEWORK
Involve
Engage
Listen

5. CROWDSOURCING
• Involve your customers in your product
development
• Show them new products early
• Ask their advice
• The customers will feel ownership to Labs
your (or ”their”) product MYSAS IDEA
• Interesting and powerful marketing
channel for new products
• Sharing

6. THE SUMMERPLANE
• Background:
– 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
6

7. THE SUMMER PLANE
• 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

8. DESIGN OUR CUPS
• Background:
– 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 we
invited customers to design our cups or vote for
their favorite

9. DESIGN OUR CUPS
• Big hit!
• 750 designs in one week
• Top 10 went to a vote on
flysas.com/design
• More than 8000 votes
• The winner got 100.000
EuroBonus-points and her design
on 3 million cups!
• Press attention + SoMe buzz
www.flysas.com/design

10. NOW WE TAKE IT TO
THE NEXT LEVEL
CROWDSOURCE EVERYTHING…

11. www.flysas.com/mysasidea

12. MY SAS IDEA
• 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 completly new way of working with innovation
www.flysas.com/mysasidea

13. ASK ME ANYTHING
• chk@sas.se / christian@kamhaug.no
• twitter.com/ckamhaug
• facebook.com/ckamhaug
• no.linkedin.com/in/ckamhaug
• Statigr.am/ckamhaug
• blogg.scanair.no
• slideshare.net/ckamhaug