This is a compilation of finalist presentations for 4th Annual SimpliFlying Awards for the category of 'Best Airport in Social Media'.
If you work in an airline or airport organisation and wish to download the slides, please email contact@simpliflying.com
4. Smooth travelling starts online
2
@HelsinkiAirport
@FinaviaOyj
facebook.com/helsinkiairport
facebook.com/finavia
youtube.com/flyviahelsinki
Interacting with our passengers.
Improving their travel experience.
Sharing information.
Getting people become aware of who we are.
Telling what travellers can do at the airport.
Good results on growth
especially on Facebook
Helsinki Airport:
255% more likes in the
last 6 months
Finavia:
136% more likes in the
last 6 months
5. • Travellers share their
travel tips via our
Facebook page
• Different cities in
summertime 2013
• Main audience of the
campaign: Finnish-
speaking leisure travellers
• Results: Thousands of
new likes, happy
travellers in our
community
Engaging our travellers
on Facebook, part 1
3
6. • Packing instructions and
security check campaign
on Facebook
• Main audience of the
campaign: Finnish-
speaking leisure travellers
• Our aim is to get the
travelling experience
smoother and the flow in
security checkpoints
faster
• Campaign continues until
Christmas 2013
Engaging our travellers
on Facebook, part 2
4
8. • Quality Hunters is a model for crowdsourcing in
service development developed by Helsinki
Airport and Finnair.
• Through community engagement our customers
are included in the service development process.
• This year Quality Hunters 2013 follows two
successful and award-winning crowdsourcing
initiatives carried out in 2010 and 2011.
• What makes it so special? It’s the cooperation
between airport and airline.
Background
6
9. • Quality Hunters 2013 was launched on 26 March
this year.
• In contrast to previous initiatives, where quality
hunters travelled around the world to seek out
improvement ideas for the passenger experience,
Quality Hunters 2013 focuses heavily on social
media.
• The goal is to implement crowdsourcing as a fixed
part of Helsinki Airport’s and Finnair’s service
development processes.
Quality Hunters 2013
7
10. • This year’s initiative builds on the active Twitter
community that formed around Quality Hunters,
Season 2 in 2011.
• The home of the initiative is the Quality Hunters
blog at www.qualityhunters.com which features
regular guest posts from experts at Helsinki
Airport and Finnair as well as community
members.
• The initiative encourages interaction between
community members and the experts at Helsinki
Airport and Finnair.
Quality Hunters 2013
8
12. • Quality Hunters 2013 is structured around five
themes central to the passenger experience.
• The themes are: At home, At the airport, On
board, On arrival. The fifth theme will emerge
from discussions with the community.
Quality Hunters 2013
10
13. • Creative workshops are organised in Helsinki for community
members and service development professionals are
organised around each of the five themes.
• Members of the online community are chosen based on the
level of their contribution.
Quality Hunters 2013
11
14. Quality Hunters 2013
12
• As of September 2013, 27 community members
from 14 countries have been chosen to join three
workshops.
15. • So far, the workshops have produced 101 well-
documented ideas for further development and
possible implementation.
Quality Hunters 2013
13
16. • Online discussions have created ideas and insight
for better travel and built relationships between
community members and Helsinki Airport
employees.
Quality Hunters 2013
14
17. • For more information:
– www.qualityhunters.com
– Follow the initative on Facebook and Twitter
Quality Hunters 2013
15
20. Gatwick Social Media Firsts
First airport in Europe to offer out of hours Twitter customer
services support
First airport in the world to use the blogging platform Tumblr
First airport in the world to use the audio network
Soundcloud
First airport in Europe to use mobile barcodes
First airport in the World to embrace social photography
2
21. Social photography - did you know that?
Airports are the most popular location to take Instagram
photos?
There are over three million photos tagged #airport on
Instagram?
Research shows that Instagram posts get 18x as much as
engagement as Facebook
Facebook posts with images, albums or videos attached
have 100%+ engagement
3
22. Gatwick on photo networks
We created the first airport Instagram account in May 2011,
when the network only had 10 million users (it now has 150
million)
We also have a presence on Vine, and photo-network
EyeEm, the only airport to do so
We have the largest Instagram account in Europe with close
to 3000 followers
We are (October) recruiting our own team of mobile
reporters from among Gatwick staff
4
23. Social photography - our objectives
1 - To link into existing passenger behaviour. People love
taking pictures at airports and posting them to Instagram.
We need to engage with them on these platforms
2 - To bring the airport to life. They say a picture says 1000
words. Often the best way to illustrate a piece of news or
event is through an image
3 - To support our partners. Photo-sharing is an effective
way to support our airlines and retailers
5
24. People want to share when they fly
6
There are 32.4k
#gatwick images
on Instagram
26. We work with guest editors and stage
behind the scenes tours with influencers
8
We’ve brought the Instagramer group of
super-fans for a behind the scenes runway
tour. We’ve also had super-user Oliver Lang
(200k+ followers) guest edit our feed)
27. We use photo-networks to “live report”
events
9
Tweeting about an event
for someone who isn’t at
the airport means little.
Showing them pictures
of it, brings it to life
We use Instagram as
our primary channel
when live reporting
events such as the
Summer kids’ activity or
new route launches,
linking our Instagram
account with Facebook,
Twitter and Tumblr
28. We run photo-competitions to promote
our retail partners
10
We tactically use photo competitions as a way of supporting retailers - for
example London News Company and Jamie’s Italian
29. In addition to photos, we work with
mobile video networks - for instance Vine
11
30. Our Tumblr is one of only 60 travel sites
featured by Tumblr itself
Tumblr is a highly visual blogging platform - and with 100+ million sites, the most
popular one in the world. Our Tumblr site is one of only 60 featured in the travel
category, with the result that we have 9000 Tumblr followers.
Tumblr is highly visual, and we combine images and text to illustrate different aspects
of airport life. One recent example is a ‘what’s in the bag feature’ where we
showcased what people were buying while waiting for their flights
12
31. From October - Gatwick mobile reporters
In an airport first, we are recruiting our
own team of Gatwick mobile reporters to
visually document airport life.
Around 10 Gatwick staff will receive
Instagram training to include picture
composition, identifying good shots and
using photo networks effectively. They
will then take photos while in their daily
jobs, upload onto our feed, and show
what is going on at Gatwick in real time!
13
32. Some results
1 - With almost 3000 followers, Gatwick has the largest airport Instagram feed in
Europe, and the second largest worldwide
2 - Gatwick’s posts achieve a high level of engagement. In July and August, Gatwick
had an average of 101 likes per post
3 - Over 32k+ Instagram posts have been tagged #gatwick by airport visitors and
passengers. Another 4k have been tagged #gatwickairport
4 - Gatwick’s Instagram feed directly contributes to the airport’s high (78) Klout score.
According to Klout, five of the ten most influential social media posts in early August
came from Instagram
5 - Gatwick is one of the few airports to have a Vine account, and the only one to post
on EyeEm
14
50. Dallas/Fort Worth International Airport
DFW Mobile Application
Category: Best Airport in Social Media
4th Annual SimpliFlying Awards
September - October 2013
51. Best Airport in Social Media - DFW Airport Mobile App Overview
On January 8, 2013, DFW International Airport launched its own DFW Airport
mobile application available for download on the platforms its customers use
most: iPhone, iPad, Android and Blackberry.
To date the mobile app has received more than
55,000 downloads.
Features Include:
Flight Information and Push Notifications
Flight Tracker
Parking Availability
Concessions Listings and “Within 5 Minutes of My
Gate”
Airport Guide and Security Checkpoint Listings
52. Best Airport in Social Media - DFW Airport Mobile App Promotion
Overview
In support of the launch of the mobile app, DFW executed a
comprehensive marketing and social media campaign to drive
downloads to the app.
The campaign reached out to the Airport’s increasingly tech-savvy
passengers and encouraged concessionaires to download based on
the benefits the app provided.
3
53. Best Airport in Social Media - DFW Airport Mobile App Promotion
The mobile app was designed to put the information that passengers want most
when traveling in the palm of their hand.
Goals of the campaign included:
Provide customer-targeted, customized information regarding Airport non-airline
revenues such as parking and concessions in an easy to use media
Engage DFW’s tech-savvy passenger base
Drive downloads to the mobile app
The campaign reached these goals by using channels such as Facebook
and Twitter, eye catching displays, such as targeted paid media on
boarding passes, brand ambassadors, large scale advertising and heavy
on-Airport placements to generate awareness and excitement in the
campaign and encourage the target audience download the DFW Airport
mobile app.
4
54. Best Airport in Social Media - DFW Airport Mobile App Update
The app is currently rated 4 out of 5 stars on the iOS platform and a 4.5 star
rating in the Android store. User reviews have been excellent.
55. Best Airport in Social Media - DFW Airport Mobile App Update
Traditional and social media coverage has been extensive. Please see included
pdf files for full coverage.
Twitter posts produced:
5 total Twitter posts
74,501 potential impressions
27 ReTweets
Shared by North Texas Commission, the
City of Fort Worth, FareCompare,
Grapevine Chamber, DFW’s Grand
Hyatt and The Star Telegram
DFW’s Facebook Page included:
Photo album of mobile app screen shots
2,501 unique views
197 engaged users (unique number of
people who clicked on the post)
PR coverage included 38 clips,
including 35 online and 3 print, as well
as an on-air interview with DFW’s Public
Affairs Manager.
56. Best Airport in Social Media - DFW Airport Mobile App Promotion
The informational article posted on www.dfwairport.com generated more 8,300
impressions and the pop-up banners on the DFW Airport mobile web site
(www.dfwairport.com/mobile) generated more than 794,000 impressions.
57. Best Airport in Social Media - DFW Airport Mobile App Promotion
Targeted media on airline boarding passes – more than 500,000 impressions
58. Best Airport in Social Media - DFW Airport Mobile App Promotion
Large Scale Water Tank ad highly visible on major highway located at the North
end of the Airport – generated more than 200,000 daily impressions.
59. Best Airport in Social Media - DFW Airport Mobile App Promotion
Entry Plaza Signs were posted at 25 total locations on-Airport to generate
awareness.
60. Best Airport in Social Media - DFW Airport Mobile App Promotion
Additionally multiple campaign signs were posted inside 55 buses.
61. Best Airport in Social Media - DFW Airport Mobile App Promotion
In-Terminal Dioramas promoted the app in 15 total locations.
62. Best Airport in Social Media - DFW Airport Mobile App Promotion
The app was promoted on informational directories inside Terminal D, as well as
on 22 touch-screen digital signs.
63. Best Airport in Social Media - DFW Airport Mobile App Promotion
All Flight Information Displays (FIDS) and Chase ATM screens inside the Airport
promoted the mobile app.
64. Best Airport in Social Media - DFW Airport Mobile App Promotion
A total of 65 Skylink train cars and 25 in-terminal columns displayed the
campaign creative.
65. Best Airport in Social Media - DFW Airport Mobile App Promotion
Street Teams circulated through the terminals to encourage/assist with
downloads – every Friday for 9 weeks. Additionally, they distributed DFW
Airport branded ear buds.
67. Amsterdam Airport Schiphol
SimpliFlying Excellence Award
Category:
Best Airport on Social Media
Watch the casevideo:
www.inzendingen.com/simpliflying2013/schiphol
68. With a focus on brand sympathy and brand
preference, Schiphol wants to engage with travellers
and consumers.
Schiphol is the largest airport in the Netherlands
and the fourth largest in Europe.
69. Today’s travellers are
increasingly turning to online
and social media to supplement
their media diet.
How can you reach these present-
day travellers in the face of mounting
competition, enhance your customer
satisfaction, and make yourself – and
keep yourself – their preferred airport?
70. Always On:
An ‘Always On’ social media strategy
To develop a long-term relationship with
travellers, we actively approach them
with relevant, entertaining, informative
and service-oriented content.
With this approach, we retain and build
brand preference and promote Schiphol
as a brand they can relate to: a brand
with a ‘human touch’.
Campaign Campaign Campaign Campaign
Brand sympathy
& Brand preference
Always On
Community management
Service-oriented content
Content marketing
71. Always On:
Monitor, Listen and
Market Research
We are using real-time online monitoring and listening
tooling to find out what people are saying online
about us, the market and the competition. This, plus
continuous market research, enables us to identify
market insights and developments so we can identify
what travellers need.
Conversation
cloud
Engagement
by volume
72. Always On:
Internal teamwork
Social
Media
Marketing
- Monitoring & listening
- Content marketing
- Campaigns
- Social PR
Client
service
- Monitoring & listening
- Community management
Close cooperation and an exchange of real-time information between
Marketing and Customer Service are essential ingredients in our ‘Always
On’ social media approach.
73. Always On:
Customer
Service
on the go
We help travellers all year
round by using a pro-
active and reactive strategy
of giving them effective
personal webcare. The
satisfaction that these
assisted travellers share
will result in the intended
online advocacy.
74. Behind
the scenes
New name
We create interactive storytelling content and we ask travellers
about their ideas regarding Schiphol. Examples: a behind-the-
scenes look, weekly items, and asking travellers to come up
with a new name for a café at the airport.
We also provide relevant service information such as Sharable
Flight times on our social channels.
Always On:
Storytelling, dialogue and service content
Storytelling
Sharable
Flight times
75. Always On:
Social PR
To enhance the viral effect of our content,
we employ Social PR to create a larger reach in
traditional media as well.
National tv
shows
online news/
blogs
76. Always On:
Innovative online campaigns
Our innovative campaigns make important moments
before, during and after the travel journey even nicer.
We for example enhance Schiphol’s human touch by
giving friends a chance to wave good-bye online or
by the online sharing of a Schiphol meal to support
UNICEF.
Campaign:
The big wave
goodbye
Campaign:
Reismaatjes
(Travel buddies)
Campaign:
Share your food
& feed a child
Watch the campaign case video:
http://bit.ly/BWG_casevideo
77. Always On:
Social Team
We continue to optimize! With a team
of marketers, social media specialists,
corporate communications and
customer service staff, we direct and
redirect strategy monthly, weekly, daily.
Social
Media
Social
Hub
Monitoring
& Reporting
Marketing ServiceSpecialists Communication
78. Facebook 2012 & 2013: we reached people 339 million times.
These people interacted 17.5 million times
(or an Interactions Per Mille* score of 51.6).
The Schiphol YouTube videos were viewed 2 million times in
2012 and 2013, with an average completed viewing percentage
of 70 percent.
On Twitter, we help passengers pro-actively and reactively.
As compared to 2012, the number of tweets per month rose
by 14% in 2013.
*IPM = A page’s daily number of active users / A page’s total daily reach x1000
Results
79. Results
With our social channels, we can reach our online
target group all year round without approaching
paid media.
From January 2012 to September 2013:
...our number of Facebook fans
increased from 41,835 to 226,272
...our number of Twitter followers
increased from 3,600 to 15,272
...our number of YouTube subscribers
increased from 150 to 4,320
226,272
15,272
4,320
80. Results
Online conversations about Schiphol are becoming
increasingly more positive. As compared with 2012,
the monthly online positive messages increased by
18% and the number of messages with a negative
sentiment dropped by 14%.
…and: Schiphol has become Europe’s most
checked-in Facebook place.
-14%
+18%
81. Always On
is Never Off
We’re headed in the right direction but our work is
never done!
Contact:
Saskia Jacobs Elsbeth Bouman
Jacobs_s@schiphol.nl Bouman_e@schiphol.nl
84. Social Media in Emergency Communications
The Plan
• Started work in 2012 on creating the plan
• Took a while for the team to understand the new way information
was being disseminated
• “Social Media Management for Emergency Operations” added to
SOP in March 2013
Took a year to implement
85. The Plan
• Normal structure, both the PIO and the Social Media Specialist
report into Associate Deputy’s office
• Emergency Structure
• Deputy establishes The Social Media Monitoring Team and
identifies a Lead.
• SMMT Lead then reports to the PIO
• PIO then reports to the Incident Commander
• If Joint Information Center is established, then SMMT Lead
becomes part of the JIC
Communications Structure
87. The Plan
Key Elements
• Recognize time lag between incident and first communications
• Established bridging statements until situation is understood
• Established default hashtag #SFOEMERGENCY
• Recognize immediacy of the news cycle
• Recognize the speed and volume of social media needs a filter
so that PIO can function
• Identify Tools & Resources
• Flexibility
89. The Day of the Crash
“In preparing for battle, I have always found that plans are useless but
planning is indispensable.” – President, Dwight D. Eisenhower
Saturday, July 6, 2013 – 11:36am
90. The Day of the Crash
• My first alert was BBC Breaking News alert, followed by phone calls
• Activated Social Media Monitoring Team
• Website Crashed - Trouble shooting with host company to get ‘dark site’
up and to expand bandwidth on server
• Spent 3 hours in the car, monitoring news and social media channels
• Posted to Social Media on drive in
• All communication was with close coordination with PIO and EOC staff
• I arrived to SFO by 3:30pm in time for the second press conference
Saturday, July 6, 2013 – first 4 hours
91. The Day of the Crash
• With the website down, I realized my only formal channel of electronic
communication was Twitter.
• “Dark Site” up by 3:30pm, referring everyone to Twitter
• Returned to EOC after each press conference to monitor traditional and
social media reaction to each briefing
• From media monitoring, began to identify story line development, worked
with PIO to best shape messages for the next press conference and
twitter messages
Saturday, July 6, 2013 – remainder of the day
92. Citizen Reporter
• Survivors started posting images and
stories within minutes of the crash.
• Key social media influencers like
David Eun, an executive at Samsung
was onboard and started posting;
amplified through Twitter
• Picked up by traditional media within
minutes of posting
Social Media Influencer
93. NTSB on the scene
• NTSB arrives late Saturday night, early Sunday morning, takes
command of the scene
• 7AM briefing, met Communications Counterparts
• Established common hashtag #Asiana214
• Took pressure off communicating about the crash and allowed us
to focus on airport operational and customer service messaging.
Sunday, July 7th
94. Until 28R & 28L re-opened
• NTSB leads press conferences and releases an unprecedented
about of material and images online:
http://www.ntsb.gov/investigations/2013/asiana214/asiana214.html
• NTSB Conducted 5 press conferences, one at the end of each day
Sunday, July 7th – Friday, July 11th
95. Lessons Learned
• Accidents do not always happen during business hours
• Have a phone charger in your car at all times
• Have all of your team’s emergency contact details in your phone
• Have scalable server space for your website to account for
spikes in web traffic
• Have a social media monitoring platform
• Have a plan in place
• Twitter was the fastest, simplest way to communicate to:
• Media
• Staff, Constituents, and other interested government offices
• Passengers
98. - END -
Stay tuned to http://simpliflying.com for the awards results