Custumer Involvement Through Social Media (Useful Social Media B2C Summit, Lo...
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Sociala medier SAS Webbstrategidagarna 26 apr 2012
1. SOCIALA MEDIER I SAS
VARUMĂRKESARBETE GENOM EN AKTIV DIALOG I SOCIALA MEDIER PĂ KUNDERNAS VILKOR
Christian Kamhaug @ckamhaug
Head of Social Media
SAS Corporate Communications
twitter.com/SAS | facebook.com/SAS | youtube.com/flySAS
Webbstrategidagarna, Stockholm 26. april 2012
3. âIn 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.â
Bruce Temkin, vp/principal analyst at Forrester Research
Source: Forrester âThe Customer Experience Index 2007â, 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. NYE MEDIEVANER
âą I Norge bruker vi media 90 min mer pr dag
⹠30% av den tiden brukes pÄ sosiale medier
âą ALT er knyttet til sosiale medier
5. THE BIG KAHUNA
⹠Mer en 850 millioner anvÀndare globalt
⹠Varje12. person pÄ kloten!
âą VĂ€rdens tredje största âlandâ
⹠Mer en 9 millioner aktive anvÀndare i Skandinavien
â Norway: 2,8 millioner mĂ„nedlige anvĂ€ndare
â Norway: 1,5 millioner daglige anvĂ€ndare
⹠Varje 4. norska Facebook-anvÀndare er pÄ mobil
7. SAS SOCIAL MEDIA OBJECTIVES
ï All communication within the social media arena shall
support SAS business strategy & brand promise.
1. Listen to, Engage and Involve customers to make a better SAS
2. Drive traffic to SAS websites in order to create sales
3. Build lasting relationships through excellent customer service
4. Increase SAS image as a valued partner for all stakeholders
SAS VISION:
TO BE VALUED FOR EXCELLENCE BY ALL STAKEHOLDERS
16. RESSURSBRUK I SAS
âą 27 miljoner kunder
⹠12.000 anstÀllda
âą Tre store hemmamarknader
âą Ett av Skandinaviens starkaste brands
⹠Butiken öppen 24/7
âą âAllaâ kĂ€nner SAS
18. SOCIAL MEDIA AS A HUB Corporate
Communications
HR
Operations Cust omer
Contact
Customer Social Marketing
Relations
Media
Online
Product Sales
Development
EuroBonus
19. FACEBOOK SOCIAL MEDIA MONITORING
Internet
Support Day-to-day replies
Corporate
Communications
Status updates
& news
Expert
Team Functional experts
20. SAS PĂ FACEBOOK
âą Mer enn 175.000 âfansâ
⹠StÞrste reiselivsbedrift pÄ Facebook i Norden
âą Hva snakker folk om?
â EuroBonus
â Bagasje
â Gode opplevelser med SAS
â Priser
â Nye destinasjoner
21.
22.
23. HVA VI GIR TILBAKE
âą Kundeservice hver dag 08:00 â 22:00!
âą Nyheter & tilbud
âą Ledige jobber
âą Reisetips
âą Funfacts
⹠Nytt Scanorama den 1. i hver mÄned
âą Flashback Friday hver fredag
âą Video og bilder fra events
24. HVORDAN VI KOMMUNISERER
âą Konsistent budskap i alle kanaler
âą Folksy & charming
âą PrĂžv med litt humor ;-)
âą Drop no hooks â bite no hooks
âą Svar pĂ„ alt â positivt sĂ„ vel som negativt
âą Skriv bare det du vet
â âjeg vet ikkeâ er ok!
âą VĂŠr personlig og bry deg!
25. HUR LYCKES MAN I
SOCIALA MEDIER
ELLER UNDGĂ R ATT GĂRA FELâŠ
26. TIPS & TRICKS
⹠Hitta din eldsjÀl!
⹠SÀtt tydeliga mÄl
âą SĂ€tt av resurser â sociala medier er inte gratis
âą Hitta din âtone of voiceâ och lev upp till den
âą Var bland de 1%
â 90% lĂ€ser / 9% kommenterar och gillar / 1% skapar innehĂ„ll
⹠Var Àrlig
⹠Sett klara riktlinjer förfor dina medarbetare
⹠Analysera och följ opp
27. BYGG DITT DREAM-TEAM!
âą Bred kunnskapsbase
⹠Interesse og forstÄelse for sosiale medier
âą Stort nettverk internt i selskapet
⹠StÄ-pÄ vilje
âą Entusiasme
âą Kommersiell teft
âą Sunn fornuft
29. Social media is like teen sex.
Everyone wants to do it.
No one actually knows how.
When finally done, there is
surprise it's not better.
- Avinash Kaushik
Digital Marketing Evangelist, Google
30. RETURN ON WHAT?
⹠Hva er dine mÄl?
⹠Ikke-monetÊre mÄl er ogsÄ mÄl
âą Finn KPIâer som dekker disse mĂ„lene
â Direkte salg, sales leads, sign-upsâŠ
â Interaksjoner, reach, likesâŠ.
â Preferanser, image, kundnöjdhetâŠ.
31. 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
32. DIRECT RETURN ON SOME
âą Direct Online Sales 90%
â Based on WebTrends tracking
âą Earned Traffic Replacement Cost 4%
â Web traffic from SoMe-sites x Branded Search Cost
âą Social Media response Replacement Cost 6%
â Customer Questions Responded x Cost of Calls
34. SOCIALA RELATIONER
⹠Först mÄ du Lyssna
âą Delta i samtalet
⹠Nu involverar vi vÄra
180.000 fans
⹠180.000 fans kan vÀl inte
ha fel?
⹠LÄt oss nytta av vÄra kunder
för at gjöra SAS Ànnu betre
(och lite âmittâ)
36. CROWDSOURCING
âą Involver kundene i produktutvikling
âą Vis dem nye produkter tidlig
⹠SpÞr om rÄd
âą Kundene kjenner at produktet er âlitt
mittâ Labs
âą Interessant markedsfĂžringskanal av nye MYSAS IDEA
produkter
âą Spredning
37. âIt 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.â
â Leonardo da Vinci
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