Strategies for Unlocking Knowledge Management in Microsoft 365 in the Copilot...
Contests, Deals and Rebrands: How the Airline Industry did Social Media in January
1.
2. The Social Media Benchmarking Company for Brands
Unmetric’s platform focuses on social media benchmarking for leading brands
around the world. Unmetric recognizes that brands are flying blind on social media
and the absence of benchmarks has been detrimental to businesses who are used to
competitive benchmarking and intelligence on mass media and the internet.
Unmetric empowers marketing teams with data that was previously unavailable.
Besides comparing the performance of competing brands, Unmetric also
benchmarks brands against their sector and captures everything around brands’
Facebook, Twitter, YouTube and Pinterest points of presence. This includes growth
metrics and unique engagement metrics that provide insights into content
strategies & performance.
For more information, visit Unmetric.com
3. January 2013
Aviation Sector on Social Media
Average Sector Growth NEWS AROUND YOUR SECTOR
The Aviation Sector experienced positive growth
rates across Facebook, Twitter and YouTube.
In North America:
Southwest leads the pack on Facebook, JetBlue on
Twitter and Delta is the best performing brand on
YouTube.
American Airlines’ new look campaign engaged
greatly for them across Facebook, Twitter and
YouTube.
JetBlue clocked the best customer service time on
Facebook and Twitter.
4. Analysis of Brands on Facebook
Fans, Conversations, Engagement, Campaigns etc…
5. January 2013
Facebook – An Overview
UNMETRIC SCORE FOR FACEBOOK
(Sector Leaders in the United States)
Brand Name Unmetric Score Rank in January
Southwest Airlines 65 4
American Airlines 47 15
JetBlue Airways 46 16
Delta 46 17
Virgin America 39 27
United 34 41
The Unmetric Score is a unique sector based social media score that takes in to account
various metrics, weighted and balanced to produce a single benchmarkable score.
6. January 2013
Facebook – An Overview
AUDIENCE STRENGTH & ENGAGEMENT STRENGTH
Audience Strength (Number of Fans & Fan Growth)
Engagement Strength (Engagement Score, Sentiment, Conversations and Number of Posts)
POPULAR LEADERS
Audience Strength
EMERGING ENGAGERS
Engagement Strength
Note: The size of the bubble denotes the Unmetric score
7. January 2013
Facebook – An Overview
BEST CAMPAIGNS OF THE MONTH
(Amongst these brands)
1. American Airlines – New Look
2. Virgin America – Array of Deals
3. Delta – Travel Destination Information
8. January 2013
Notable Brands & Metrics on Facebook
Number talking Average % of Fan Posts
% Increase in
Brand Number of Fans about (as % of Fan Posts Admin Posts Engagement Response Time Admin
Fans
Fans) (mins) Responded
Southwest
3,539,812 0.33% 1.21% 1,067 28 51 148 15.18%
Airlines
JetBlue Airways 733,312 2.56% 1.64% 539 30 22 63 52.13%
American
555,558 3.15% 4.94% 1,294 29 113 93 53.94%
Airlines
Delta 526,492 3.35% 5.77% 939 55 68 575 16.40%
United 370,856 0.55% 1.38% 854 22 53 134 25.53%
Virgin America 305,031 4.56% 4.14% 183 88 24 462 67.76%
9. American Airlines – New Look
Posts around American Airlines’ new look were massively engaging
10. American Airlines – New Look
Increase in Fan Growth and People Talking About during the unveiling
Growth in Fans and
Number talking about
11. Southwest Airlines – Array of Contests
Southwest Airlines ran multiple contents during January
12. Southwest Airlines – Scam Alert
Southwest Airlines’ timely alert informing the Fans regarding a scam promising two free air tickets
earned them great engagement and positive sentiment.
13. Virgin America - Deals
The array of deals engaged really well for the Virgin America’s fans
14. Analysis of some Brands on Twitter
Followers, Customer Service Metrics, Campaigns etc…
15. January 2013
Twitter – An Overview
UNMETRIC SCORE FOR TWITTER
(Sector Leaders in the United States)
Brand Name Unmetric Score Rank in January
JetBlue Airways 79 1
American Airlines 76 2
Southwest Airlines 69 4
Virgin America 67 9
Delta 64 11
United 64 11
The Unmetric Score is a unique sector based social media score that takes in to account
various metrics, weighted and balanced to produce a single benchmarkable score.
16. January 2013
Twitter – An Overview
AUDIENCE STRENGTH & ENGAGEMENT STRENGTH
Audience Strength (Total Followers, Follower Growth, Follower-Followee Ratio)
Engagement Strength ((Average Reply Time, Number of Tweets & Sentiment)
POPULAR LEADERS
Audience Strength
EMERGING ENGAGERS
Engagement Strength
Note: The size of the bubble denotes the Unmetric score
17. January 2013
Notable Brands & Metrics on Twitter
Average Sentiment of
Brand Name Total Followers Followers Growth Number of Tweets Responses Queries
(responded by the brand)
@JetBlue 1,707,723 0.31% 5,939 0:15:05 Positive
@SouthwestAir 1,442,796 0.78% 323 3:19:11 Neutral
@AmericanAir 498,422 3.46% 17,010 0:19:55 Positive
@Delta 413,432 2.98% 329 5:42:33 Positive
@VirginAmerica 383,971 2.01% 1,580 1:35:37 Positive
@united 197,930 5.43% 4,151 1:24:29 Positive
18. JetBlue – Ultimate Customer Service
With an average reply time of 15 mins and 5 seconds,
JetBlue replied to most of their followers within 15 mins
Apart from Plain Text, JetBlue’s most popular reply strategy
seemed to be requesting the followers to view a link
19. JetBlue – Ultimate Customer Service
Benchmarking Average Reply Time (ART)
ART: 3hr, 51min
ART: 2hr, 9min
ART: 15 min
20. American Airlines – New Look
American Airlines’ Twitter efforts were around the #newAmerican campaign
21. Comparing Tweet Timings
@AmericanAir @JetBlue @SouthwestAir
@VirginAmerica @Delta_Assist @United
US Central Time Zone
22. Analysis of some Brands on YouTube
Views, Shares, Uploads, Top Video etc…
23. January 2013
YouTube – An Overview
UNMETRIC SCORE FOR YOUTUBE
(Sector Leaders in the United States)
Brand Name Unmetric Score Rank in January
Delta 61 6
Southwest 46 12
American Airlines 45 13
Virgin American 40 15
United 21 50
The Unmetric Score is a unique sector based social media score that takes in to account
various metrics, weighted and balanced to produce a single benchmarkable score.
24. January 2013
Notable Brands & Metrics on YouTube
% Increase in Average Video
Brand Name Total Video Views Uploads Dislikes Likes
Video Views Views
Southwest 9,416,540 0.87% 182 7 2 66
American Airlines 2,533,750 16.11% 1502 16 229 1928
Virgin America 3,680,959 0.82% 298 1 0 6
Delta Airlines 920,0480 2.41% 1280 4 8 396
United 176,897 12.51% 468 1 5 29
25. American Airlines – Creating AA’s New Look
Behind the Scenes
Creating American Airlines New Look, Logo and Livery
26. Delta Airline – New iPad Application
FLY DELTA FOR IPAD® IS HERE
27. Thank You
Please contact us at info@unmetric.com for more information
About Unmetric:
Unmetric is a social media benchmarking company headquartered in New York with clients
and operations across the globe. We work with Fortune 500 companies to help them
establish benchmarks for their social media teams and social media campaigns. The data
provided by the Unmetric platform can be instrumental in facilitating understanding and
driving down costs by creating more efficient social media teams.