1. Let’s talk Social Business!
Generating revenue through social media with MHbuddy
Mohd Hisham Saleh
Head of Social Media & Innovations, Malaysia Airlines
Making friends travel. Easily
2. Now Now
September September
August August
2010 2010
Born Born
We had this
DY
simple idea. 3 hours ago near Kuala Lumpur
Yeah! Ok @BUD,
BUD
will join you. Lets
4 hours ago near Kuala Lumpur
sit next to each
@DY, I booked a other.
flight to Penang! U Like Comment Share 1
want to join me?
Like Comment Share 4
3. Now
September
August
2010
Why we pursue this idea?
Born
• Building a presence of MAS brand driven by our
fans within social media ecosystem
• Leveraging on the nature of social media through its
word-of-mouth capability
• Creating additional direct distribution channel that
can complement our existing channels eg. Internet,
Call Centre, Ticket Office
4. Now
September
August
2010
How do we make this work?
Born
• We determine our solid end goals – to enable our fans
to plan, book and check in for their flights
• We set simple expectations – they may get together,
hook up and share their travel plans
• We master one thing at a time – we enhance our
mobile booking engine by adding social capability
• We make it as part of our routine – constantly adding
loyalty campaign to sustain the interest
• We make our efforts continuous – plan a continuous
campaign to the traffic to the apps
5.
6. Now
September
August
2010
Born
Key Result
The Evolution
70% Growth of installed
users since 1st month
60% Female
M-Commerce
February 2011 near Kuala Lumpur
Reinvented as MHbuddy with social
40% Young professionals
Like Comment Share 350
media driven capability
Like Comment Share 450
M-Commerce
December 2010, near Kuala Lumpur
Introduced to tablet market for
iPad
M-Commerce Like Comment Share 180
July 2010 near Kuala Lumpur
Grew as MHkiosk at local ticket
office
Like Comment Share 131 M-Commerce
December 2009, near Kuala Lumpur
Born as MHmobile on mobile
platform
Like Comment Share 150
7. 60%
Users allow
social sharing
Physiology
MHbuddy
Just now near Kuala Lumpur
When @BUD met @DY
You used
Yeah! We can
MHbuddy
do it again! DY
right?
Like Comment Share 1
40%
of the social-layer DY
Seat number: 7B
action brings new BUD
Seat number: 7A
installed users
8. Now
September
August
2010
Born
Korea Tourism Office, KL
Sociology
September 15 near Kuala Lumpur
Now Malaysia Airlines flights available directly from
Korea Tourism Office FB page
Social Business
MHbuddy
August 2011, – M-commerce
September 15forOctober 15
This month Gift 4 Buddies! Book your flights directly from Facebook with MHbuddy
Increase of average bookings per day
at http://on.fb.me/MHbuddy - brought to you by Temptations Inflight Shopping
4x
Like Comment Share 1
Mt. Kinabalu Int’l Climbathon
August15 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 1400
57
Like Comment Share 191
9. Now
September
August
2010
Lessons & Tips
Born
• Own your end goals, be ready to improvise from time to
time.
• Be brave to try new things. There’s ROI but it requires
focused effort.
• Know your market potential, don’t be a Jack of All Trades
and Master of None.