This is a compilation of finalist presentations for 4th Annual SimpliFlying Awards for the category of 'Best Airline in Social Media'. If you work in an airline or airport organisation and wish to download the slides, please email contact@simpliflying.com

1. Best Airline in Social Media
Finalist Presentations

2. bbbb
Best Airline in Social Media
Finalist

3. Best Airline on Social Media!
Simpliflying 2013!

4. Evolution of an Iconic Brand
Best Airline on Social Media – Simpliflying 2013 21/10/13
American Airlines is navigating through Chapter 11 reorganization:!
!
• A very public brand transformation!
• We have used social media as an open door for conversation with key
stakeholders against a backdrop of operational challenges!
!
We have encouraged the growth of social media to enable customers to
connect with us in real-time for news, assistance & conversation. !
!
Our social media strategy is an essential part of the evolving, new
American:!
!
• We keep our customer at the center!
• We develop specialist skills!
• We are ever vigilant!

5. Becoming the #newAmerican
Best Airline on Social Media – Simpliflying 2013 31/10/13
American’s response to Hurricane Sandy was voted #1 by socialbakers.!
!
!
!
!
!
!
Merger announcement with US Airways set a new course, prompting a
huge spike in brand conversation.!

6. Becoming the #newAmerican
Best Airline on Social Media – Simpliflying 2013 41/10/13
American began a holistic brand transformation with a refresh of aircraft
livery – the first in 45 years. The brand was brought to life with a social
plan including behind-the-scenes video, images & event.!
!
Social conversation reached 21,769 mentions in 4 days, creating 63M+
impressions.!

7. Generating Social Conversation
Best Airline on Social Media – Simpliflying 2013 51/10/13
The hashtag #newAmerican is used to capture all brand re-emergence
social conversation.!
• 39,543 mentions between January & September 2013!
• #newAmerican trended on Twitter on brand reveal day & has continued since
as it represents a symbol of change!

8. Flying New Aircraft
Best Airline on Social Media – Simpliflying 2013 61/10/13
American is receiving on average 3 new aircraft every month, including
B737, A319 and the flagship B777-300.!
!
Innovative social activations have brought this fleet renewal & new routes
to life, giving customers an opportunity to learn, experience and share.!

9. Flying New Aircraft
Best Airline on Social Media – Simpliflying 2013 71/10/13
On Jan 31, 2013 American debuted the flagship B777-300 with new cabin
interiors, seating, international wi-fi and in-flight entertainment.!
• Highest level of positive customer sentiment!
• Social tactics included live tweeting, advocate event, crowd sourcing of
customer photos #AmericanView!
!

10. Recognizing Social Influencers
Best Airline on Social Media – Simpliflying 2013 81/10/13
A partnership with Klout activated influencers to talk about & fly American.!
• 3,772 social influencers with a Klout score 55+ received a perk for an
Admirals Club pass, available worldwide!
• There were 10,905 mentions of the promotion between May 7 & 31,
creating over 53M impressions !

11. Official Airline of SXSW
Best Airline on Social Media – Simpliflying 2013 91/10/13
Innovative social activations in support
of American’s sponsorship of the digital,
film & music festival in Austin, Texas!

12.
Official Airline of SXSW
Best Airline on Social Media – Simpliflying 2013 101/10/13
American was the #1 most tweeted sponsor on day 1, and #1 most
mentioned sponsor across the digital festival.!
Social mentions!
compared to other sponsors!
(source: Tnooz)!

13. Customer Service @AmericanAir
Best Airline on Social Media – Simpliflying 2013 111/10/13
!
!
!
Customer service specialists
receive up to 6 weeks of!
custom training with a focus!
on engagement and creating!
brand advocates.!
• They are empowered to help
customers, uniting as one voice
under the #newAmerican brand
tone, with wit and a smile !
Assisting customers on Twitter and Facebook 24/7 with ticketing,
rebooking, upgrades, baggage, and general inquiries.!
#winning!

14. Engaging Customer Service
Best Airline on Social Media – Simpliflying 2013 121/10/13
@AmericanAir responds to customers efficiently!
• 86% of tweets replied to are answered within 15 minutes (Unmetric)!

15. Tweet Chats with Leaders
Best Airline on Social Media – Simpliflying 2013 131/10/13
Customer feedback used to identify topics for open discussion with
American’s leaders!
• Over 692K impressions from 3 Tweet Chats!

16. Best Airline on Social Media!
Our customers speak!

17. Delighting Customers
Best Airline on Social Media – Simpliflying 2013 151/10/13

18. bbbb
Best Airline in Social Media
Finalist

19. Turkish Airlines
Interactive Channels

20. Turkish Airlines, has a massive social media operation that encompasses
Tens of Facebook pages and Twitter accounts. The brand is also active
on YouTube, Foursquare, LinkedIn, Pinterest, Google+,
and more locally focused social networks such as Vkontakte, Sina Weibo and Wechat.
Turkish Airlines has a definite purpose for all this activity:
Connecting with its widespread community.

21. Turkish Airlines’ Facebook community alone gives a figure of about
a quarter million fans.
Our YouTube account has a total number of
more than 100 million views.
This community is managed through a process fully integrated with our
customer service team.
This gives us the ability to go beyond Q&A
management.

22. But we go beyond this integration.
We use social media to raise online awareness
about our sponsorships.
QR Flags

23. But we go beyond this integration.
We use social media to raise online awareness
about our sponsorships.
Eye of the Fan

24. But we go beyond this integration.
We use social media to raise online awareness
about our sponsorships.
Kobe&Messi Video

25. Thank you…

26. bbbb
Best Airline in Social Media
Finalist

28. Background
Finnair is one of the world’s oldest airlines that is still operating
and it is turning 90 years this year.
Experience brings certainty. Operational excellence,
environmental leadership and our international staff are our
greatest assets, which help us in achieving our strategic goal of
connecting Europe and Asia via our Helsinki hub.

29. Finnair in social media
Finnair’s objectives in social media are
• listening and learning
• solving customers’ problems
• supporting sales and
• increasing brand awareness.
This happens by engaging* people.
*Engagement:
- creating brilliant content, which people like, comment and share.
- inviting people to talk with us
- encouraging people to create Finnair-related content (videos, blog posts, reviews)
- involving people in developing our products and services.

30. To celebrate one of the world’s oldest still operating airlines:
Rich history, bright future
To communicate Finnair’s operational quality, network
strategy and long-term sustainability
To engage the public with memorable stories about Finnair,
aviation and travel
To explain, show and educate viewers about what happens
behind the scenes at an airline
Goals and objectives
of the Finnair 90 year video series

31. Finnair 90th anniversary
video series production
A series of Youtube videos on the
Finnair experience, one each
month.
Each with a different theme:
history, employees, fleet, design,
Asia, sustainability, Helsinki, cabin
service, piloting, network
control...
Example:
What is the Finnair spirit?

33. Celebrating 90 years of aviation | Playlist on YouTube

34. Results
Total views for the 8 videos that have been published so far:
48,276
Total of 474 likes – 98.5% positive response
Finnair story told in an emotionally appealing way – positive
feedback and visibility among Finnair followers in Finnair’s
social media channels (Facebook, Twitter, Weibo...)
Content produced for Youtube works well across multiple
platforms (in-flight entertainment, internal communications)
Driving traffic to finnair.com
Case demonstrates Finnair’s long-term commitment to high
quality content

35. SimpliFlying Awards for Excellence
in Social Media
Finnair 90 year videos
Thank you!
www.youtube.com/finnair
www.twitter.com/finnair
www.facebook.com/finnair

36. bbbb
Best Airline in Social Media
Finalist

37. AirAsia
Social
Media

38. As a strong believer in social media, we’ve had an in-house team
since 2008. 20 team members across 13 countries.
A
2008
A humble beginning
with a corporate blog
‘Just Plane Thoughts’
in 2008
2008-2010
Early adopters of social media
across Asia & Australia. Started
global & local pages & profiles to
reach wider audience.
2011
Started an account on WeChat,
one of the fastest growing social
chat applications & believing in
the power of visual marketing,
we started our official Pinterest
account.
Our Social
Story

39. Globally
aligned,
Locally
defined

40. Global
Taiwan Hong Kong Vietnam Australia
Philippines
Japan India South Korea
Thailand Indonesia
Singapore
One
brand.
One
voice.
Global

41. 2 milvisits from social
media sites
Over 4 mil fans across
12 regional pages
Over 1.2 mil followers
across 7 regional accounts
Over 1.2 mil followers
in China
Strength in
numbers
Over 23%of airasia.com’s unique
monthly visitors
=

42. Our campaigns are not limited to specific
countries as we strive to be the World’s Best
Low-Cost Airline even on social media space,
and this is reflected through our regional
social media campaigns.
Regional
Campaigns
For example, we ran a video contest to fly fans from around the region to attend
the mega Japanese summer festival, Summersonic and in China, we offered our
Weibo fans the opportunity to catch a QPR English Premier League match live at
Loftus Road, London, via a most-creative video contest.

43. • Generate brand buzz and consumer noise
• Enhance brand experience
• To transform the PR landscape
• Humanize our brand
• To reduce our marketing dollars
Social
Media
to us

44. We are all advocates of the brand through social media. It’s
part of our DNA starting from the very top. That’s our
secret ingredient.
It’s in our
blood

45. • A number of new routes in 2012 were
established from ‘talking’ with our fans. For
example, our Group CEO, Tony Fernandes
received a tweet requesting for a route to
Lombok, while another tweet ‘sold’ Wuying,
saying: “Can you please also open a new
route to Xi’an? Xi’an is a 3,000 years old
historical city, and also a hub for the
northwest region in China, with 20 million
passenger traffic in one year. It’d be very
beneficial to a low cost carrier like AirAsia.”
• Not long after receiving these requests, we
launched the Kuala Lumpur – Lombok and
Bangkok – Xi’an routes.
Not for the sake of it. We did not jump on the social
network bandwagon for the sake of it or just to run campaigns to
drive marketing. We are there because we are a people-oriented
company and for us, the social media is a great platform to
connect with our guests and fans.
REAL FAN
engagement

46. What are
we like on
social
media?

47. • In celebration of AirAsia X’s brand new
A330s planes this year, we dedicated the
planes to our fans by inviting them to
participate in our two-phases social
media campaigns, i.e. Name the Plane
and Paint the Plane.
• The campaign first phase have recently
ended where 6 names (XKLusive, Xiao
Long Bao, Xeoul Mate, Xiaolin Spirit,
Xcintillating PhoeniX, Xakura Blossom)
were selected over 200 submissions
received and we launched our second
phase inviting fans to design the plane
liveries based on the winning entries and
one lucky fan will win a trip to Airbus
factory in Toulouse, France for once-in-
a-lifetime experience!
Results: Over 200 submissions received for ‘Name the
Plane’ and over 100 livery design submissions received
from fans around the world!
PAINT THE
PLANE!
CAMPAIGN

48. • To showcase our brand promise, ‘Now
Everyone Can Fly’ in the Australia
market, we held a bold campaign that no
other airline has done before where we
gave away the whole plane to our fans
and that’s how the Friendsy campaign
was born.
• One lucky Facebook fan was given the
chance to fill-up the whole virtual plane
(that’s 377 seats!!) by inviting their own
(Facebook) friends for the specially-
reserved flight from Sydney to Kuala
Lumpur including three nights stays with
accommodation covered by AirAsia,
before returning home to Australia on
their specially chartered flight.
FRIENDSY
CAMPAIGN
Results: 30% growth for AirAsia Australia’s Facebook base |
PR value of AUD$1,627,593 | Facebook Studio Awards (Silver
Award) | The happy faces of our winner and her 302 friends
Play video!

49. • A collaboration with Tourism
Queensland where our main objective
was to share & educate that Gold Coast
has more to offer other than it’s surfing
paradise.
• To achieve it, we developed an
interactive microsite where fans can use
Google Streetview to play 5 different
types of games which are actual
attractions in Gold Coast.
• To encourage and reward our fans for
playing, the game scores are actually
group discounts for each attraction.
• Fans need to find ‘Johno’ at the 5
locations, grab 5 stamps from him and
play all the 5 games to be eligible for the
Grand Prize - a return trip to Gold Coast,
Australia.
WHERE’S
JOHNO?
CAMPAIGN
Results: Close to 20,000 unique visitors| The games was
played 30,000 times | Incremental bookings to Gold Coast
Play video!

50. • Fun!
WHERE’S
JOHNO?
CAMPAIGN
ENGAGING!
REWARDING
EDUCATIONAL
FUN!

51. Building relationships across borders; reaching out to the locals in their
own familiar settings; and connect with them at a more personal level.
This way, our airline is a truly global brand that acts local,
but thinks global.
WHAT
TRULY
MATTERS
…

52. bbbb
Best Airline in Social Media
Finalist

53. 1
Best Airline in Social Media
Presentation Pitch
September, 2013

54. We want to break the conventional belief about
flying with disruptive communication
Flying is for
the elite
Conventional belief
Be everybody’s
airline
Focus on the customer, not on
the product (communicate
customer traveling experiences,
not airplanes)
Disruptive communication
idea
We want
everybody to
fly
Volaris vision

55. We continuously look for direct communication
with our customers
I believe what
you’re saying
because
I see what
you’re doing

56. Social networks fit with Volaris’ Marketing
strategy and philosophy
• Volaris is the industry’s innovation leader
• Our marketing department focuses on developing new
ways to establish relationships with our customers thus
distinguishing ourselves from other airlines
• We strive to keep ahead of the competition and be the
pioneers of new practices that enable us to provide
better customer service
• Social networks have exponential growth and they
represent new and exciting channels to communicate with
our customers
Participating on social networks is a natural
step for Volaris and its communication strategy

57. Each of our planes has the name of our Clients,
We know and award them!

58. Through social media, we invite fans to experience
on board activities, such as live music concerts...

59. … or participate in contests and earn free travel
experiences with your buddies

60. We developed a strategy of direct communication
with our clients through social networks
The objective is to build a lovemark and loyalty
• Communicate with the
customer
- Promotions
- News
- Express gratitude
- Relevant topics
• Listen to the customer
- Questions
- Congratulations
- Complaints
- Comments
• Connect with the
customer
- Answer comments and
questions
- Acknowledge
congratulations
- Channel complaints to
customer service
Connect

61. Our strategy defined the development of two
social networks, a video channel and a blog
• Volaris defines
itself as a friend,
not a corporate
community
• Complements
but does not
substitute
customer service
and call center
• We share news,
pictures, videos
and promotions
• Quick and agile
Communication
• Publish
advertising and
original content
• Publish original
content
• Travel tips and
recommendations
We choose the most relevant and fastest growing
social media in Mexico
Text
Viaja (Blog)
Sep 2009
Jun 2009
2010
Jun 2009

62. Our strategy is different for Facebook and Twitter
according to the strengths of each social networkStatisticsStrategy
• Volaris news feed
• Promotions
• Customer service
• Social responsibility
• Customer communication with
frontline staff
• Trip information
- Travel advice and tips
- Interesting places to visit
• Aviation
- Pictures
- News
- Commercials
Bench-
marks
• 678K fans
• 22k daily visits (average)
• 30k daily feeds (average)
• 150 interactions per feed
(average)
• 402K followers
• 350 daily interactions
(mentions, RTs) average
• Southwest: 3.9 million fans
• jetBlue: 816K fans
• Southwest: 1.5 million
followers
• jetBlue: 1.7 million followers

63. We are the Mexican leading airline in Facebook,
Twitter and Google+

64. Volaris is ahead our competitors considering
influence on fans and Klout score
#1

65. Social media is a powerful tool and some guidelines
should be followed to generate good results
Do’s Don’ts
Social media is a complement of the
communication strategy, not a substitute
• Develop open communication within
the community
• Channel issues to customer service
• Post new content continuously (feeds
get old really fast)
• Communicate with customers using
their own language
• Post excessive or irrelevant feeds
• Use social media to give customer
service
• Consider social media as the main
communication channel. Social
networks complement but don’t
substitute customer service and call
center

66. Five things we shouldn’t forget about social
media management
• Be a content provider
• Be helpful, participatory and use
your own language
• Listen first (grow bigger ears)
• Don’t forget innovation
• Develop two-way communications
Get closer to our
customers

67. Thanks for your attention

68. bbbb
Best Airline in Social Media
Finalist

69. WESTJET PITCH
BEST AIRLINE ON SOCIAL MEDIA
SIMPLIFLYING AWARDS 2013

70. WESTJET SOCIAL MEDIA
Executive summary
WestJet has been active on
social media since 2009.
The 3 main parts to our
social strategy are:
1. Brand engagement
2. Customer service
3. Revenue

71. WESTJET SOCIAL MEDIA SNAPSHOT
Current communities
• Twitter 230,000 followers twitter.com/westjet
• Facebook 450,000 fans facebook.com/westjet
• YouTube 3300 subs, 5M views youtube.com/westjet
• Instagram 11,000 followers instagram.com/westjet
• WestJet Blog blog.westjet.com

72. WESTJET SOCIAL MEDIA SUCCESS
Brand engagement
• Keeps WestJet brand in
our guests’ home feed
between trips
• Reminds our fans why
they choose to like us and
fly with us – fun & friendly
• Helps ensure retail
messages have the
biggest possible impact

73. WESTJET SOCIAL MEDIA SUCCESS
Brand engagement – content from WestJetters
• Employees are often in
interesting locations and/
or on board WestJet flights
• We solicit content from
WestJetters for use on
social media
• Some of our most popular
posts are from our own
people

74. WESTJET SOCIAL MEDIA SUCCESS
Brand engagement - video
• YouTube is where we’ve often
found viral success
• April fools jokes have reached
around the globe for past 3
years & we have 5M total views
• This has a positive impact on
many of our other branded
videos:
http://youtu.be/La6bq66HSjI
http://youtu.be/G9EJaDneTkQ
http://youtu.be/FSCPl6lCe4M
• More than 5M total video views

75. WESTJET SOCIAL MEDIA SUCCESS
Customer service
• Since our inception, WestJet has been known for top
customer service
• Social media offers us another way to provide service
to our guests in all stages of the booking and travel
cycles
• WestJet won the award for excellence in social media
customer service at the 2013 social media awards
(http://socialmediaawards.ca)
• WestJet was also ranked #18 (of 700+ brands) in the
2013 Social Brands 100 for social media engagement
(http://socialbrands100.com)

76. WESTJET SOCIAL MEDIA SUCCESS
Customer service examples

77. WESTJET SOCIAL MEDIA SUCCESS
Revenue generation
• WestJet won “Best use of social media to drive revenue”
Award at the 2012 Simpliflying Awards
• Our 2013 April Fools joke had better results than 2012
(http://youtu.be/BQv0VwwVwKU)
• Every link sent out via social media channels has
tracking code to measure results
• We have found the right way to blend retail messages
into the social media world for maximum impact

78. WESTJET SOCIAL MEDIA SUCCESS
Retail promotion: seat sales & promo codes
• All major sales and promo
codes promoted on social
media
• Paid social advertising
used occasionally to
amplify reach & results on
Facebook & Twitter

79. WESTJET SOCIAL MEDIA SUCCESS
Retail promotion: Blue Tag sales
• Blue Tag originally launched in 2010
• Web-only fares = lowest-cost distribution channel
• Promoted only via social media and on westjet.com
• Low-cost method to sell seats on emptier flights
• #BlueTag is now a regular part of our retail calendar

80. WESTJET SOCIAL MEDIA SUCCESS
Social media on our mobile site
• Social media is an important part
of WestJet’s overall business
strategy in the future
• Social media is featured on our
website, IFE & inflight magazine,
• Social feeds are also prominent
on our mobile website

81. WESTJET SOCIAL MEDIA SUCCESS
Social media support of WestJet Encore launch
• WestJet Encore regional
airline launched in 2013
• Social media played a key
role in reaching out to new
communities to ensure a
successful start-up
• Social media also helped
us crowd-source content
to change negative
perceptions about
turboprop aircraft.

82. WESTJET SOCIAL MEDIA SUCCESS
Community investment
• We use social media to
help give back to the
communities we serve
• Our network allows us to
reach across Canada
• We encourage our fans and
followers to get involved
• We have fun with it:
http://youtu.be/2MDo41kCaHw

83. WESTJET SOCIAL MEDIA SUCCESS
WestJet blog
• WestJet blog allows
us to include all social
media stories in one
place
• Real-time social feed
is included on all
pages on the blog
• Sortable feed pulls
WestJet content as
well as photos from
the public

84. bbbb
Best Airline in Social Media
Finalist

85. Scandinavian Airlines
Social Sales & Marketing
Best Airline in Social media
Finalist
Cecilia Saberi, Social Media Manager

86. No. of current SAS followers on different SoMe
platforms
2
29 000
498.000
2.000
70001.000
500

87. Main areas of focus 2013
3
! Customer Service
! Team of 15 + answer questions from customers from 8-20 (daily) on
Facebook and twitter
! Marketing & Sales
! Owned media (editorial content)
! Paid media (advertising)
! Focus on sales and marketing (2013)

88. Selling through social
! Past year focus has been on sales through social media
! Sales through Facebook high as 54 times the money
http://www.facebook-download.com/nd/2013/05/sas-case-study/
! Twitter awerages 4-5 times

89. Editorial content - To boost engagement
Disney and
SAS
collaboration
Aircraft trivia every
weekend
Guess where we
are!

90. Paid media – to boost online sales

91. Follow us:
! Facebook.com/SAS
! Twitter.com/SAS
! http://instagram.com/flysas#
! https://plus.google.com/+SAS
! www.youtube.com/user/flysas

92. - END -
Stay tuned to http://simpliflying.com for the awards results