Antonis Koutsoukos Presented @ Opentourism the case study of Mindworks for Aegean airlines on facebook. Enjoy!

1. AEGEAN AIRLINES
OR how do you get 70.000 likes in 120 days.

2. Σίγουρα όχι εύκολα...

3. Αντώνης.
Head of Online PR.
Mindworks.

4. Aegean airlines.
Strenghts
+ The leading greek airline
+ A premium services Brand
Threats
- Recession
- Addiction of users to offers

5. Recession: Back to 2009

9. Aegean on

10. December 2010:
‣ 12.060 Likes
‣Low engagement rate
‣Low frequency on Content update
‣No content Strategy
‣Lack of Branding

11. OUR VISION:
DO WHAT AEGEAN DID BACK IN 2003, WHEN USERS
HARDLY KNOWN WHAT E-TICKET MEANS:
INNOVATE IN 2011
While being able to face the recessionʼs challenges
with a new strategy.

13. What we did
12/2010

14. What we did
We made a thorough audit on what is being said
* about Aegean, and delivered a Baseline report,
standing on mentions with the use of monitoring
tools.
12/2010

15. What we did
* We made a thorough audit on what is being said
about Aegean, and delivered a Baseline report,
standing on mentions though monitoring tools.
* We rolled out a new content strategy for social media
12/2010

16. What we did
* We made a thorough audit on what is being said
about Aegean, and delivered a Baseline report,
standing on mentions though monitoring tools.
* We rolled out a new content strategy for social media
* We rolled out a new communication plan for social
media.
12/2010

17. What we did
* We made a thorough audit on what is being said
about Aegean, and delivered a Baseline report,
standing on mentions though monitoring tools.
* We rolled out a new content strategy for social media
* We rolled out a new communication plan for social
media.
* We refubrished Aegeanʼs Facebook Page, reflecting
the brandʼs values.
12/2010

20. Πετάξτε τώρα για κάθε λόγο ανεξαιρέτως!
13/12
12/2010

27. Results
+ 300% IN 30 DAYS
12.000 TO 49.000 LIKES
24/01
12/2010

28. Results
MORE THAN 8.000 COMMENTS/LIKES IN 30 DAYS
24/01
12/2010

29. Results
59.000 TOTAL VOTES
24/01
12/2010

30. What we did
approaching 50K likes it was about time to say thanks.
04/03
12/2010

32. Results
17.000 BRAND AMBASSADORS
IN A WEEK.
10/03
12/2010

33. Results
+ 7.000 NEW FANS
IN A WEEK.
10/03
12/2010

34. What we did
First, we launched a game to
revive the Page, then we said a
“thank you”, what was next?
29/03
12/2010

35. What we did
It was about time, give some
value back to the community,
embedding social media in our
core communication vehicle:
OFFERS
29/03
12/2010

36. What we did
WHY NOT LETTING USERS
CHOOSE AEGEANʼS OFFERS?
29/03
12/2010

37. What we did
29/03
12/2010

41. Results
+ 23.000 NEW FANS
57K to 80K in 10 Days
08/04
12/2010

42. Results
MORE THAN 4.500 COMMENTS/LIKES
in 10 Days
08/04
12/2010

43. Results
MORE THAN 3000 COMMENTS FOR EACH OFFER.
08/04
12/2010

44. Results
THE MOST IMPORTANT:
THOUSANDS OF USERS CHOSE AN OFFER.
08/04
12/2010

45. What we did:
Enough with Apps.
What about content
content?
Content is what keeps
a Brand Alive.
Destinations Brand Offers
+ User Generated Content

46. What we did:
Photos, Photos, Photos

47. What we did:

49. Whatʼs next?
Weʼre up to something.
But we ll keep our mouth shut
until the launch.

50. Whatʼs next?
Weʼre up to something.
But we ll keep our mouth shut
until the launch.
1. Optimize content
2. Even better customer service
3. Keep the conversation going on
4. Roll out innovation.

51. THANK YOU AEGEAN!

52. THANK YOU!