simpliflying awards for social media excellence - finalist presentations
TRANSCRIPT
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AWARDS for EXCELLENCE IN SOCIAL MEDIA 2011
10 October 2011
2nd Annual
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NOMINATIONS134 in 14 days
AWARD IN SOCIAL MEDIA
EXCELLENCE
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VOTES31,124 in 15 days
AWARD IN SOCIAL MEDIA
EXCELLENCE
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finalists
AWARD IN SOCIAL MEDIA
EXCELLENCE
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Our Distinguished Judges
AWARD IN SOCIAL MEDIA
EXCELLENCE
Raymond KollauAirlinetrends.com
David McMullenRoutesOnline
Josiah MackenzieHotel Marketing Strategies Blog
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The Judging Criteria
AWARD IN SOCIAL MEDIA
EXCELLENCE
Innovation
Results/ROIEngagement
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Best Airport in Social Media
AWARD IN SOCIAL MEDIA
EXCELLENCE
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Headline achievements• In twelve months our Twitter followers increased from 4,000 to over 22,000
• We’ve got a Twitter customer service programme in place that is tried and tested: In the week before Christmas, we successfully dealt with an average of 300 tweets an hour
• We are the first airport to use mobile barcodes as public information points
• We are the first European airport to put all our retail and food outlets up for instant online reviews
• We are the first European airport to have an Instagram feed
• Social media provides intelligence for the business as a whole at the most senior levels
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• Oct - Dec 2009 - Gatwick sold from BAA to GIP• June 2010 - Gatwick rebranded, focus on making
the airport a more human experience. £1 billion investment announced
Background
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The role of social•Bring the £1 billion investment to life•Communicate the ‘new’ Gatwick•Find ways to elicit passenger feedback, improve customer services
•Make a difference on the ground•Support airline and commercial partners•Help shape LGW’s clear and distinctive positioning vs LHR 14
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Step One - Round the Clock Twitter• Like most airports, Gatwick is not a 9-5 operation. The busiest time is in fact 6-9am
every morning. A lot of passengers do not tweet out comments while the marketing department is at work
• Some passengers will stay as little as 60-90 minutes in the airport environment - the window to reply to them is fairly small
• The answer - introduce Twitter as a (near enough) round the clock customer services tool and help passengers in real time when they are in the airport environment
• Train operations staff. Actively encourage people to call Gatwick out while at the airport
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• Using Twitter as a proactive customer services tool 16
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The round the clock Twitter support really kicked in during the pre Xmas snow disruptions
21 November - 4082 followers14 December - 9498 followers20 December - 15,440 followers(Currently - 22k followers)
At one point we were called out 300x an hour17
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A £1 billion investment invariably has a certain amount of disruption -
how can we use social media to communicate what is going on
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Step two
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Solution - work with the physical environment of the airport
•Use the construction hoardings as information points (they are not only unsightly - it is dead space)
•Bring in an interactive element•Our solution was to work with Stickybits - 2D
codes that look like the ones you see in supermarkets. Any kind of content can be attached to them
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• Giant barcodes - Currently there are around half a dozen landside. • Airside codes coming soon 20
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21Step Three
“We need a way to allow passengers to feed back on airport facilities using mobile / social media”
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Solution - work with Qype•There are two ways LGW could have approached
this•Build a ratings and review system from scratch -
problem of impartiality and also retailer relations•Or alternatively - use an existing review tool like
Qype which has an API that can be pulled in•Qype is very popular with over 20 million visitors
per month through local listings / SEO and mobile applications and is European based
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• Integration of Qype. Leave reviews (good and bad) and they appear directly on the Gatwick website
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And there is more....•Work with Internal comms to see how online
social tools can be integrated•First European airport feed on Instagram•A Tumblr site, which will act as a visual showcase •Use of Gowalla / Foursquare•We support retailers and airlines on an ad-hoc
basis. For example, Air Berlin and Monarch24
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Why is this campaign different? 1 - It treats social media as a platform,
not a channel2 - It has been given time to work3 - It is two way in a real sense
4 - Senior management is attuned to social media - comments are seen and
acted upon
Awards won so far:Innovation in online customer services
(econsultancy)Best use of digital media for customer
services (Digicomms Awards)Best use of social media (CIPR
Awards)
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•Zoë Baker (I’m a digital account manager at Gatwick’s social media agency ‘Rabbit’)
•Follow me on Twitter and Instagram - @zoewithdots
•Make sure to follow Gatwick on Twitter - @gatwick_airport
Thanks for your time!
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How would you feel if you won a MILLION dollars?
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The Objectives
Create buzz beyond traditional media buy.
Make shopping more exciting.
Encourage spending.
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The Challenge
Cost Effectiveness Awareness
Remarkable activation with a long tail sharing effect
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The million dollar feeling is…
HappinessHappiness
JoyJoy
EuphoriaEuphoria ExcitementExcitement
GleeGlee
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The IdeaExperience the joy of winning a million dollars at Changi
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We invited Singaporeans, so naturally proud of Changi, to show us what it feels like to win a million dollars in the world’s largest airport flashmob at Changi Airport.
The Execution
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Launch Day Video
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Launch Day500 participants from all walks of life
Performed in front of hundreds of travellers at Changi Airport Terminal 3
Video was shared across social media
Blogs
NewsSites
Campaign Microsite
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Maintaining the Long Tail BuzzBehind the scenes were shared with the public.
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Maintaining the Long Tail Buzz
Supported by in-airport & other ATL marketing efforts
Announcements of the monthly winners
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The Changi Millionaire Grand Draw
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The Result
More local residents and visitors came to Changi to shop and dine.
Concession sales from public areas grew 18%.
830,000 entries received in total or 4,415 entries per day
- Make shopping more exciting
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The Result
Concession sales saw a 13% growth year-on-year.
Campaign was successful in raising the amount spent by Changi shoppers in a single transaction.
Sales receipts of $500 and above registered a 20% increase year-on-year.
- Increase spending
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The ResultIn terms of brand buzz, the campaign achieved US$1,403,605 in PR value, 2.8 times the target.
- Creating buzz beyond traditional media buy
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Best Hotel in Social Media
AWARD IN SOCIAL MEDIA
EXCELLENCE
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Best use of social media to drive revenue
AWARD IN SOCIAL MEDIA
EXCELLENCE
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2nd Annual SimpliFlying Awards in Social Media Excellence
Finalist: Estonian Air
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Assignment:Exercise in social media
Engage the fansSell the excess capacityExtra credit: create the buzz
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Initiative :Four social media campaigns
Regular auction Pay-as-you-wish Group auctionReverse auction
Airport partners RT excess inventory
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Engagement:Success isn't a result of spontaneous combustion. You must set yourself on fire. Arnold H. Glasgow
Recreating the feeling
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Result :
Investment/development=0Commissions/distribution=0Revenue=€806,94New FB fans=ca 600Media visibility=ca €15000WOM=priceless
Not bad for a day's work.
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Result :Change is the end result of all true learning. Leo Buscaglia
Introducing the world’s firstairline virtual loyalty program.
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Thank you!
Estonian Air
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Making friends travel. Easily
Social Media? Let’s talk Social Business!
Generating revenue through social media
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Like Comment Share
DY3 hours ago near Kuala Lumpur
Yeah! Ok @BUD, will join you. Lets sit next to each other. 1
Twofriends
wantingto fly
and sitnext to
eachother
Like Comment Share
BUD4 hours ago near Kuala Lumpur
@DY, I booked a flight to Penang! U want to join me?
4
NowSeptember
August2010Born
NowSeptember
August2010Born
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Social MediaStrategy
NowSeptember
August2010Born
Like Comment Share
EvolutionA fluid transition from one interface to another using innovation
100
Like Comment Share
Enhanced the ROI through social network capabilities
250
Physiology
Like Comment Share
Potential revenue growth through engagement of networks of friends
350
Sociology
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NowSeptember
August2010Born
Like Comment Share
M-Commerce December 2009, near Kuala Lumpur
Born as MHmobile on mobile platform
150
Like Comment Share
M-CommerceJuly 2010 near Kuala Lumpur
Grew as MHkiosk at local ticket office
131
Like Comment Share
M-Commerce December 2010, near Kuala Lumpur
Introduced to tablet market for iPad
180
Evolution
Like Comment Share
M-CommerceFebruary 2011 near Kuala Lumpur
Reinvented as MHbuddy with social media driven capability
450
30% useractivemonthly
Like Comment Share
M-Commerce September 2011, near Kuala Lumpur
Reinvigorated as MHquick Chrome extension
300
>1000 downloads in 1 month
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MHbuddyJust now near Kuala Lumpur
When @BUD met @DY
Like Comment Share 1
DYSeat number: 7B
BUDSeat number: 7A
DY Yeah! We can
do it again!It’s so easy
right?
Physiology
10% Users share with their friends daily
60%Users allow
social sharing
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NowSeptember
August2010Born
Korea Tourism Office, KLSeptember 15 near Kuala Lumpur
Now Malaysia Airlines flights available directly from Korea Tourism Office FB page
Like Comment Share 1
MHbuddySeptember 15 – October 15
Like Comment Share 57
This month Gift 4 Buddies! Book your flights directly from Facebook with MHbuddy at http://on.fb.me/MHbuddy - brought to you by Temptations Inflight Shopping
Mt. Kinabalu Int’l ClimbathonAugust15 near Kota Kinabalu
You and your hiking buddies may like to try for the Mt. Kinabalu Int Climbathon from 22nd-23rd Oct! Book, check-in and share your travel plans with MHbuddy at http://on.fb.me/MHbuddy
Like Comment Share 191
Sociology
Social BusinessAugust 2011, for M-commerce
Like Comment Share 1400
Increase of average bookings per day
4x
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Making friends travel. Easily
Thank You!
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Best use of social media to drive customer service
AWARD IN SOCIAL MEDIA
EXCELLENCE
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Christian Kamhaug, SAS
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Best Airline in Social Media
AWARD IN SOCIAL MEDIA
EXCELLENCE
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Results will be announced during the reception this evening.
AWARD IN SOCIAL MEDIA
EXCELLENCE
Tweet your favorites with #Smawards#SMTravel11@simpliflying