Presentasjon for Cecilie Staudes eleverl på BI oktober 2011 om hvordan vi i SAS jobber med sosiale medier

1. ”SAS – you rock”
Social Media the SAS way
Christian Kamhaug @ckamhaug
Head of Social Media
SAS Corporate Communications
twitter.com/SAS | facebook.com/SAS | youtube.com/flySAS

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3. “In the old days, someone might have a
bad customer experience and tell 10
people. But now, with the rise of blogs,
MySpace and Facebook, that person might
be able to tell 10,000 people. This totally
changes the dynamic, and importance, of
customer experience.”
Bruce Temkin, vp/principal analyst at Forrester Research
Source: Forrester “The Customer Experience Index 2007”, http://www.forrester.com/Research/Document/Excerpt/0,7211,43877,00.html,
Brandweek, http://www.brandweek.com/bw/news/recent_display.jsp?vnu_content_id=1003677228

4. What is social media?
• Social Media is the use of
technology – on online or
mobile platforms – that allows
end users to engage in multi-
directional conversations in or
around the content on the
website

5. Nye medievaner
• I Norge bruker vi media 90 min mer pr dag
• 30% av den tiden brukes på sosiale medier
• ALT er knyttet til sosiale medier

12. The BIG kahuna
• Mer enn 800 millioner brukere globalt
• Hver 12. person på kloden!
• Verdens tredje største“land”
• Mer enn 9 millioner aktive brukere i Skandinavia
– Norway: 2,5 million monthy users
– Norway: 1,5 million daily users
• Mer enn 200 millioner bruker Facebook på mobil

13. SAS Social Media objectives
All communication within the social media arena shall
support SAS business strategy & brand promise.
1. Decrease negative mentions in online conversations.
2. Make excellent branded content that tells our story and make it
visible and sharable.
3. Establish SAS as an active and trustworthy company in online
conversations.
4. Increase the traffic to our commercial web sites with the
objective to convert traffic to customers.
5. ….and provide excellent customer service

14. CASESTUDIES

15. US Airways

16. United Breaks Guitars
• United broke his guitar
• Did not take responsibility
• David wrote a song
• Did a video & posted on YouTube
• 500.000 views in three days
• Now more than 12 million!

18. SAS
SOCIAL MEDIA
CHANNELS

19. Channels - Statement
One Channel per social media platform
Global & Local messages
The Head of Social Media coordinates channels.

20. SAS Social Media Channels
• facebook.com/SAS
• twitter.com/SAS
• YouTube.com/flySAS
• flick.com/flySAS
• gowalla.com/flySAS
• foursquare.com/SAS etc….

21. www.facebook.com/SAS

22. www.youtube.com/flySAS

23. www.twitter.com/SAS

24. CRISISCOMMUNICATION
INSOCIALMEDIA

25. EUROPE’S MOST PUNCTUAL AIRLINE

29. Vulcano Ash Cloud: Crisis Situation
• 16 april – all flights in Northern Europé cancelled
• Disruption response organsiation, ”DRO” established
• Chairman: Chief Commercial Officer & represantatives from
all parts of SAS e.g. Operations, Customer Relations &
Communication.
• DRO meetings several times a day regarding the traffical and
commercial situation.
• Daily reports & prognoses from Eurocontrol, Metoffice &
other authorities.
• Flight information & status regarding the ash cloud changes
by the hour.

30. The team
• Establoished ad-hoc in onw day
• 15-20 colleagues from fra
– Communications
– eCommerce
– Marketing
– EuroBonus
– Human Resources
– Customer Relations
• Focus: Help our customers
• Channels:
– FB, Twitter, flysas.com, SMS

31. Ashcloud
• More than 17.000 new fans in one week
• More than 5.000 questions posted
• 99% answered within 5 minutes
• SAS message displayed more than 1 million times
• Used off-line channels as well as online to contact pax
• 20 editors online 05:00 – 02:00 every day!

32. “SAS – you rock!”
• Miriam was returning to the USA
– Flight operated from Oslo – bus from
Stockholm.
– Miriam wrote on FB that she wouldn’t reach
the bus on time
– SAS FB team called the bus and held it back
for her
– On FB she wrote: “SAS – you rock”
• Two pregnant women stuck in Spain
were contacted via FB by SAS sales in
Spain and were put on the fist flight
home

33. Feedback

34. How we communicate
• Consistent messages through all channels
• Folksy & charming
• Try some humor!
• Drop no hooks – bite no hooks
• Answer everything – positive as well as negative
• Write only what you know
– “I don’t know” is ok!
• Be personal and care!

35. What to look for in your team
• Wide knowledgebase
• A big network within the company
• Can-do attitude
• Enthusiasm
• Commercial thinking
• Common sense

36. Success?
• Enormous increase in number of fans
– Nice, steady growth with limited “unlikes”
• Positive media attention – primarily in Scandinavia
• SAS went from an index 40 to 90 measured for “caring” in online
conversations
• Internal enthusiasm in an extreme situation
• A new understanding among top-management for social media
• A framework for how to deal with future crisis
– Swedish pilot-strike
– Norwegian security controllers strike
– Snow chaos in London

38. SASSOCIALMEDIA
TODAY

39. Social Media as a hub Corporate
Communications
HR
Operations Cust omer
Contact
Customer Social Marketing
Relations
Media
Online
Product Sales
Development
EuroBonus

40. Facebook monitoring today
Internet
Support Day-to-day replies
Corporate
Communications
Status updates
& news
Expert
Team Functional experts

41. SAS on Facebook
• Mer enn 112.000 “fans”
• Hva snakker folk om?
– EuroBonus
– Bagasje
– Gode opplevelser med SAS
– Priser
– Nye destinasjoner

44. What we give back!
• Customer service every day 08:00 – 22:00!
• News & offers
• Job openings
• Travel tips
• New Scanorama every 1st of the month
• Flashback Friday every Friday
• Live video streaming and photos from events

45. Recurring themes
Scanorama every 1st of every month
Flashback Friday – every Friday

46. Job-openings

47. New routes

48. Local messages in local language

49. Local messages in local language

50. SAS Facebook stats - 110 556 “fans”
1. Norway
2. Sweden 70%
4 3. Denmark
3
4. UK
2 1 – Ashcloud I
2 – Snow problems London 5. USA
3 – Ashcloud II
1
4 – SAS Tattoo 6. Poland
7. Japan
8. Germany
9. Finland
10. Spain
11. Italy
12. Greece
13. Thailand
14. France
15. Indonesia
16. Turkey
17. Mexico
18. Ireland
Source: Facebook Insights / 06JUN11 63% 19. India

51. SAS Facebook survey 2011
Are you more or less satisfied with SAS after following SAS on Facebook
Much less satisfied
Somewhat less satisfied
Much more satisfied
Same as before
64% MORE satisfied
Somewhat more satisfied
77% are EuroBonus members

53. 100.000 fans!
• Saturday 27AUG 19:19
• 9 days later at Lucky 7
Tattoo in Oslo
• Got attention in print
media & radio in Norway,
Sweden & Denmark as
well as in social media

54. Inspirasjon

55. The results
• Launched 01SEP
• Over 2 million via Twitter within 65 min
• The Love-link was spread by at least 1000 people on Facebook,
estimate reach of 200,000 users
• Over 100,000 visitors via Facebook
• Incorporated into SAS’ own Facebook page, 95% positive/neutral
comments
• Over 500,000 unique visitors to the SAS Love-site
• Over 350,000 votes
• Over 300 couples from all over the world
• Turned into a blog once compeition closed
Anders Lindström/STODP-M

56. And the winner is…
• Over 150 million worldwide heard or read of the
campaign via social media, TV, online media, radio,
print media, bloggers, etc.
• Overwhelming amount of media coverage, 99.9%
positive
• Coverage includes: BBC, Time, ABC, CNN, AFP, The
Sun, The Independent, Politiken, Sunrise, Yahoo!, etc.
• $1 million in media coverage in US alone
• Significantly raised the awareness of SAS positively in
international areas; increase in bookings
• No or minimum marketing spend
• PR value to date: approx. 50 million SEK! (€5.6M)
• Return on investment over x1000
Anders Lindström/STODP-M

57. SAS future in Social Realtions
• First we listended
Listen
• Then we engaged the
community
• Now we plan to involve Engage
our 110.000 fans
• 110.00 fans can’t be Involve
wrong, right?
• Use the community to get
feedback and ideas to
improve the SAS product

58. “It had long since come to my attention that people of accomplishment rarely sat back and let things happen to them.
They went out and happened to things.”
– Leonardo da Vinci
58

59. SOMMERFLYET2012
• Hvor skal vi fly i sommer?
• Foreslå en destinasjon!!
• 800 forslag på én uke
• Mer enn 160 destinasjoner
• Avstemningen starter i dag
• Ruten flys i juni-juli 2012
• Vinneren får være med på
åpningsturen

60. Contact me – any time!
• chk@sas.se
• +47 95 71 55 77
• twitter.com/ckamhaug
• facebook.com/ckamhaug
• no.linkedin.com/in/ckamhaug
• gowalla.com/Ckamhaug
• blogg.scanair.no
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