Here are the finalist presentations for SimpliFlying Awards 2012 - Best Use of Social Media to Drive Revenue. (Please note not all finalist presentations are shown here due to confidentiality.) If you work in an airline or airport organisation and wish to download the slides, please email contact@simpliflying.com

1. Best Airlines Driving Revenue
from Social Media
Finalist Presentations

2. Best Airlines Driving Revenue from Social Media
Finalist
Nasair
Saudi Arabia
http://simpliflying.com

3. The Beginning
I want you to How on earth I
convert all am gonna do it?
Indirect sales to @#$*)|<!_|???
Direct sales
Dec. 2011 Illustrations/Images are property of their respective owner.

4. nasair assets – Historical Perspective
(Subscriber's, Fans, Followers)
Mobile,
500000 500000
450000
400000 Emails,
350000 320000
300000
250000
200000
150000
100000 Twitter,
Facebook,
50000
26000
7000
0
Jan. 2012
Jan. 2012

5. Strategic Overhaul
• Website
• Social Media (Facebook &
Twitter)
• Multichannel campaigns

6. Social Media
• What are the tools? • What is the strategy?
Illustrations/Images are property of their respective owner.

7. Social Media - Tools
× Radian6  HootSuite (Free version)
× BuddyMedia  OfferPop
× Vitrue  Samsung SII (used as
× Social Bakers camera)
×
×
Alterian
ContextOptional PASSION
× ConverSocial
× CoTweet
× Sysomos
Illustrations/Images are property of their respective owner.

8. Social Media - Strategy
Basics Innovation
Engagement; × No apps;
Trust; or × No Games;
Empathy. × No Social Loyalty apps.

9. Social Media - Approach
• Integration of Social Media with email campaigns;
• All promotions & offers are sync'd with Social media (FB
& Twitter);
• Social sharing in nasair website;
• All print media includes FB & Twitter URL’s;
• Boarding card includes FB & Twitter (1st in the world);
• Most Important – Management Involvement*
Jan. - March 2012

10. Show me the Sales !!!
Our Sales Director,
My best friend
March 2012

11. nasair offers on FB

12. Facebook - Competitions
Description signup
Photo & Destination 6785
Umrah Gift 13863
Ramadhan 121591
(avg. 4192/day)
All gift (except nasair tickets) are
sponsored by respective companies.
Total cost of competition - marginal
Feb. - July 2012

13. Winners Announcement within 24 hours with their photos

14. Example: Engagement
Nasair Engagement (10.40% avg.)
20.00
18.00
16.00
14.00
12.00
10.00
8.00
6.00
4.00
2.00
0.00
100% Thanks &
Congratulatory
comments

15. E.g. Engagement: From Sucks to Thanks
• Listen Phase
Engage Phase
Trust Phase
Message for us to consider in Response time
plays a critical
our naming/pricing strategy
role in
engagement

16. Result (Impact)
Email Growth (243%) Mobile no’s. Growth (345%)
900000 2000000 1800000
780000 1800000
800000
700000 1600000
600000 1400000
1200000
500000
1000000
400000 320000
800000
300000 550000
600000
200000
400000
100000 200000
0 0
Jan. 2012 Jul-12 Jan. 2011 Jul-12
Facebook Growth
Twitter Growth (129%)
350,000 316,873
280,000 35,000
300,000
30,000
250,000 204,675
25,000
200,000 148,922 20,000
150,000 107,183 15,000
100,000 57,127 10,000
27,601
50,000 7,000 5,000
0 0
Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12

17. Result (Impact)
Group CEO Mr. Sulaiman Al Hamdan on TV

18. nasair
• Launched in the Kingdom of Saudi Arabia in February 2007,
• Serving passengers with over 550 weekly flights, consists of 15 aircraft and
covers 24 destinations both within and outside Saudi Arabia.
• Since the launch of its operations, nasair transported more than 9 million
passengers on more than 85,000 flights.
Thanks - Management
Akram H.
Interactive Marketing
Director, nasair
Special Thanks to
Franocis B. Marco O. Turki J.
CCO, nasair DeputyCCO,
My Team
CEO, nasair
nasair Shady S. Amal S.

19. Best Airlines Driving Revenue from Social Media
Finalist
Aeromexico
Mexico
http://simpliflying.com

21. The Challenge
Increase
ROI
through an activity that generates engagement and
at the same time increases the awareness of
Aeromexico´s Travel Blog,
“Destinos Hot”

22. Opportunity
Throughout October, we launched our
well known contest called
“Ganaviajes”, with the difference
that in this instance, the clues were
hidden inside our new Blog.

23. Guidelines
1. Create a five member team.
With this, we generated awareness
about the contest and increased our
total number of participants.

24. Guidelines
2. Follow and find the questions we published
both on Twitter and Facebook.
• By doing so, we assured that our contestants were
constantly paying attention to our Time Lines and
sharing our contents.

25. Guidelines
3. The contestants had to enter in the Aeromexico new
blog, in order to found the clues to solve the jigsaw.
That helped us to accomplish one of
our goals: Increase the visitors
numbers such as pageviews and
time spent into the blog.

26. Guidelines
4. Jigsaw Puzzle: the activity consisted in
found all the clues inside the different posts
in the Blog and published in our Facebok Fan
Page. The team who published first, won.

27. Guidelines
In this way, the contestants
returned to our Fan Page to
share their accomplishments,
which generated buzz of the
contest with all our fans!

28. Results
Participation:
More than
14,000 people engaged
in the search for the clues.
More than
3,000 clues
were found.

29. Results
Social Networks
Our online community grew about 13 thousand
new fans in FB and 11 thousand new followers in
Twitter.
The conversation, “sentiment”, in both platforms
was 100% positive.

30. Results
“Destinos Hot”
• Visit numbers grew 19%.
• Unique visitors grew 36%
• At the same time, the time spent increased the 5 minute
average that we used to have before the contest.
• The importance of the Blog is based mainly on conversion, so
it is relevant to mention that in the contest, a ROI of 150 was
generated.

32. The Challenge
Increase
ROI
through a social media activity that generates
engagement and positive interaction at the same
time in Aeromexico´s social networks

33. Opportunity
For 4 weeks, we gave away free trips daily.
Our users had to be aware of Aeroméxico´s social
networks in order to find out each day´s challenges
and won the diary prize.

34. Guidelines
1. Became an Aeroméxico´s fan in Facebook
and follower in Twitter, in order to found
out the challenges published there.
By doing so, we increased both our fan
base in each social network, and the
number of positive interactions within
the community.

35. Guidelines
2. The first user that accomplished each
challenge and published it in our wall,
became the winner.
This generated awareness of the
contest with all the fans and
followers. As a result, they started
to participate in the new
challenges.

36. Wi nners!

37. Results
Social Networks
We increased about 10 thousand new fans and
about 11 thousand followers because of this
contest.

38. Results
The conversation “sentiment” in
both platforms was 100% positive.
With this online activity,
a ROI of 94 was gained.

39. Best Airlines Driving Revenue from Social Media
Finalist
WestJet
Canada
http://simpliflying.com

40. WESTJET APRIL FOOL’S 2012 SUMMARY
KARGO KIDS

41. WESTJET APRIL FOOL’S 2012 – KARGO KIDS
Executive Summary
On April 1, 2012: WestJet
announced our April Fool’s
joke, “Kargo Kids”, with a
YouTube video, a news
release, and via posts on
Facebook and Twitter.
We also offered a 10% off,
system-wide promo code in
conjunction with the
promotion.

42. WESTJET APRIL FOOL’S 2012 – KARGO KIDS
Executive Summary
The video received a lot of
attention because it struck
a chord with air travellers.
The fictional idea was that
kids could fly as in the belly
of the plane, as “Kargo”,
allowing their parents, and
other travellers to enjoy the
flight in peace.

43. WESTJET APRIL FOOL’S 2012 – KARGO KIDS
Statistics
• 650,000 YouTube video views, 194 different countries
• 3300 video shares, 69 different countries
• 2500 video likes, 72 different countries
• 1700 Facebook post shares
• 189,000 visits to our April Fools landing pages
• 4000 new bookings, 6,200+ guests
• $1.3 million in new bookings

44. WESTJET APRIL FOOL’S 2012 – KARGO KIDS
Digital Reach
• 7,100+ mentions on the Internet
• 240+ media stories, 200+ blog posts
• 97% positive sentiment
• Story on front page of mashable.com, April 1
• “Kargo Kids” & “WestJet” trending on Twitter, April 1
• Kargo Kids video trending on YouTube, April 2
• Video featured on Today Show, April 2

45. WESTJET APRIL FOOL’S 2012 – KARGO KIDS
Digital Reach – mashable.com

46. WESTJET APRIL FOOL’S 2012 – KARGO KIDS
Digital Reach – Today Show

47. WESTJET APRIL FOOL’S 2012 – KARGO KIDS
Links
• westjet.com English http://westjet.com/kargokids
• westjet.com French http://westjet.com/cargoboutdechou
• YouTube English http://youtu.be/M4SkoJy3D0M
• YouTube French http://youtu.be/mrY1H2G7lk0
• Twitter English https://twitter.com/WestJet/status/186406995883073536
• Twitter French https://twitter.com/WestJet/status/186406933320830976
• Facebook English
• https://www.facebook.com/124924473551/posts/362724143770328
• Facebook French
https://www.facebook.com/124924473551/posts/333362066720427

48. WESTJET APRIL FOOL’S 2012 SUMMARY
KARGO KIDS

49. Best Airlines Driving Revenue from Social Media
Finalist
Volaris
Mexico
http://simpliflying.com

50. Best Use of Social Media to
Drive Revenue
Presentation Pitch
August, 2012
DAL Best use of social media to drive customer service

51. An introduction to Volaris…
2
DAL Best use of social media to drive customer service

52. Marketing has evolved to include continuous
interaction with customers
Traditional Marketing Internet Marketing Emerging Media
Communication for the Traditional marketing on Communication with the
company, not for the the web (banners, etc) customer and between
customer and search engine customers about our
3
optimization brand and products
DAL 091014-EB-Redes Sociales ALTA Airline Leaders Forum vfinal

53. Thru the use of Social networks people share
opinions or experiences, motivating to fly
In social networks everyone have … these opinions represent
something to say… opportunities to increase sales
• Community of potential customers
who share common interests
• Interaction without interruption
• Customers know what they want and
express their opinions
• This generates buzz in our airline, so
customers want to recreate
memorable travel experiences
Due to these actions, we build brand loyalty, but
also boost our sales
4
DAL Best use of social media to drive customer service

54. We post promos in our Social Media platforms,
driving visits to our website and increasing sales
DAL Best use of social media to drive customer service

55. Social networks are a good platform to boost
ancillary revenues
DAL Best use of social media to drive customer service

56. We use an special Facebook application to track
Escápate promotion
DAL Best use of social media to drive customer service

57. The profile of the winners show us that
communication efforts reach our target market
Winners
• Videoclip name: Tendrás que dejarlo todo
• Name: Alesis Perez Covarrubias
• Age: 18
• City: La Paz, Baja California Sur
• URL:
http://www.youtube.com/watch?v=zlkdMY_aOXg
• Videoclip name: La gala mágica de Volaris
• Name: Leonardo Samuel Martínez Tapia
• Age: 19
• City: Chihuahua, Chihuahua
• URL:
https://www.youtube.com/watch?v=XCTi_AuBPLU
DAL Best use of social media to drive customer service

58. Thank you for your attention
9
DAL Best use of social media to drive customer service

59. Best Airlines Driving Revenue from Social Media
Finalist
SAS Scandinavian Airlines
Sweden, Denmark, Norway
http://simpliflying.com

60. Scandinavian Airlines
SimpliFlying Awards for Excellence in Social Media
Category: Best use of social media to drive revenue
“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)

61. Social media activities to drive
revenue
! SAS Summer Flight 2012
! Norway’s most punctual person
! SAS Facebook Fan Page

62. SAS Summer Flight 2012
! First airline ever to crowd source a destination
! Facebook fans could suggest destinations
! 10 were shortlisted by network and revenue
departments and fans could vote for their favorite
via Facebook.
! Alanya, Turkey was votes fan favorite
! First scheduled flight premiered July 5th 2012
! 8 return flights were scheduled from the start. Due
to the huge popularity, the route is now prolonged
until further

63. Results:
! By letting our customers and fans suggest new destination, we really
engaged them in our core business. You cant be involved in anything
bigger than this when it comes to he airline business.
! The destination we got from the voting proved to be fantastic for several
reasons.
! From a revenue point of view we decided to prolong it thanks to its
popularity
! From a newtwork point of view, not many other major carriers are
able to use "GZP" airport in Alanya as their aircraft are too large.
With our diverse fleet, we are able to go where other can not thus
shortening the journey time by more than two hours..
! From a internal strategy point of view, we stayed true to our new focus
on introducing more leisure destinations and helped create a buzz.
! All and all, Its huge popularity shows that this is a multifaceted success.

64. Norway’s most punctual person
! Facebook campaign aimed to put focus on
our world class punctuality and drive traffic
to our site (sas.no)
! Fans could participate in a Punctuality
Contest on Facebook by playing a
punctuality game.
! First prize was 100 000 NOK and the
winners face on one of our planes (tail -
B737).

65. Results
! Over15 000 entries the first week.
! Besides emphasizing our world class
punctuality, this campaign sure drove a
lot of traffic to our website and from a
revenue point of view, it was a very
successful

66. Facebook Fan Page
! An established channel we use to interact with our customers and fans
on a daily basis.
! Questions are answered within an hour but often more sooner that that.
! Opening hours 08.00-20.00
! The page is frequently used as a marketing channel with campaigns
posted on a weekly basis
! We also take the opportunity to present a member of the SAS family
making an employee our profile picture (holding a SAS Logo). We call
this: The Face of SAS.
! Every Friday, we also have Flash Back Friday, where we post historical
images from our archives. Showing a piece of the SAS histroy.

67. Results
! Today we have over 208 000 fans
! This is one of our customer
interaction channels and it works
very well.
! Facebook is a great tool for
customer service as it is easy to
use, instant, social and provides
direct feedback.
! Customers often find that the
Facebook channel is more helpful
than some of our more traditional
channels.
! A lot of bookings are made and
the spage drives a lot of traffic to
our websites

68. Some final words…….
! With all Social Media activities the past year, we are working in the light
of our brand promise – Service & Simplicity. By letting our customers and
Fans be a part of building our airline, we create a great amount of loyalty
and good will. And by using the new and innovative ways of
communicating, thru social media, we make all of this accessible and
simple.
SAS Social Media team

69. Best Airlines Driving Revenue from Social Media
Finalist
SpiceJet Airways
India
http://simpliflying.com

70. !SOCIAL!MEDIA!PAYS!
!
!DRIVING!REVENUE!THROUGH!SOCIAL!CHANNELS!!

71. SOCIAL!MEDIA!&!REVENUE!GENERATION!
!
• SpiceJet(has(been(ac.ve(in(nurturing(and(developing(strong(communi.es(
on(social(channels(
• The(core(agenda(has(been(to(enrich(engagement(and(provide(real8.me(
customer(support(
• A:er(growing(an(ac.ve(community(it(was(.me(to(engage(social(channels(
for(revenue(genera.on(
• SpiceJet(ran(couple(of(ac.vi.es(that(yielded(high(sales(in(a(short(.me(
frame(
• Here s(presen.ng(a(brief(case(on(how(SpiceJet(has(successfully(u.lized(
Social(Media(to(enhance(sales(&(revenues(

72. Celebrating 7 glorious years
| The 777 offer

73. Campaign:!777!offer!
!
• SpiceJet(on(its(7th(anniversary,(designed(a(special(promo(for(its(over(
350,000(fans(on(Facebook(and(TwiIer(to(express(gra.tude(for(their(
con.nuous(patronage(
• In(order(to(thank(the(customers,(SpiceJet(gave(away(.ckets(for(a(deal8of8
a8price(at(Rs.(777/8(to(mark(its(7th(anniversary(
• Number(7 (being(the(key(element,(the(campaign(was(launched(on(23rd(
May(2012(at(7(a.m.(for(a(window(of(77(minutes;(which(means(all(.ckets(
sold(in(this(.me(frame(were(available(for(a(mere(Rs.(777/8(
• The(deal(was(purely(offered(through(Social(Media(and(elimina.ng(travel(
agents(and(OTAs(

74. Campaign:!777!offer!!

75. Campaign:!777!offer!!

76. RESPONSE!TO!THE!777!OFFER!
!

77. Facebook!Insights !

78. The!Result:!numbers!speak!
!
• We(were(delighted(to(see(a(huge(number(
of(people(logged(in(at(7(a.m.(to(avail(this(
offer(resul.ng(in(an(overwhelming(
response(
• The(buzz(around(the(campaign(moved(
SpiceJet(on(top(of(twiIer(trends(with(the(
likes(of(IPL,(Facebook(&(Google(et(al(
Given(the(offer(was(available(for(a(short(.me(frame(of(77(
minutes,(SpiceJet(managed(to(gain(over(38,000!.cket(sales((
through(this(offer.(
All this with BUZZ created through Social Media at nil
cost!(

79. AND,!THANK!YOU.
!
!

80. (((((Smart!phones.!Social!Media.!sales.!

81. MONSOON!HANGAMA!

82. FACEBOOK!INSIGHTS!

83. Results.!Decoded.
!
(
• The(Monsoon(Hungama(campaign(was(run(for(a(period(of(10(
days(
• The(discounts(varied(each(day(which(was(pre8defined(in(the(
background(
• The(Monsoon(Hungama(campaign(helped(SpiceJet(sell(an(
average(of(1000(seats(per(day(with(Social(Media(being(the(only(
driving(plaZorm(

84. Thank!you!
!
• This(case(study(on(Social(Media(for(Revenue(
Genera.on(captures(ac.vi.es(implemented(in(
2012.(

85. The End
Look forward to the final results to be announced
on 3 October 2012 on http://simpliflying.com