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SimpliFlying Awards for Social Media Excellence - Finalist presentations

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These are the finalists for the SimpliFlying Social Media Awards 2011.

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SimpliFlying Awards for Social Media Excellence - Finalist presentations

  1. 1. 2nd Annual<br />AWARDS for EXCELLENCE IN SOCIAL MEDIA 2011 <br />10 October 2011<br />
  2. 2. AWARD IN SOCIAL MEDIA <br />EXCELLENCE<br />134 <br />in 14 days<br />NOMINATIONS<br />
  3. 3. AWARD IN SOCIAL MEDIA <br />EXCELLENCE<br />31,124<br />in 15 days<br />VOTES<br />
  4. 4.
  5. 5. AWARD IN SOCIAL MEDIA <br />EXCELLENCE<br />finalists<br />
  6. 6.
  7. 7.
  8. 8. AWARD IN SOCIAL MEDIA <br />EXCELLENCE<br />Our Distinguished Judges<br />David McMullen<br />RoutesOnline<br />Josiah Mackenzie<br />Hotel Marketing Strategies Blog<br />Raymond Kollau<br />Airlinetrends.com<br />
  9. 9. AWARD IN SOCIAL MEDIA <br />EXCELLENCE<br />The Judging Criteria<br />
  10. 10. AWARD IN SOCIAL MEDIA <br />EXCELLENCE<br />Best Airport in Social Media<br />
  11. 11.
  12. 12. 12<br />06 October 2011<br />Headline achievements<br /><ul><li>In twelve months our Twitter followers increased from 4,000 to over 22,000
  13. 13. We’ve got a Twitter customer service programme in place that is tried and tested: In the week before Christmas, we successfully dealt with an average of 300 tweets an hour
  14. 14. We are the first airport to use mobile barcodes as public information points
  15. 15. We are the first European airport to put all our retail and food outlets up for instant online reviews
  16. 16. We are the first European airport to have an Instagram feed
  17. 17. Social media provides intelligence for the business as a whole at the most senior levels</li></ul>12<br />
  18. 18. 13<br />Background<br />Oct - Dec 2009 - Gatwick sold from BAA to GIP<br />June 2010 - Gatwick rebranded, focus on making the airport a more human experience. £1 billion investment announced<br />13<br />06 October 2011<br />
  19. 19. 14<br />06 October 2011<br />The role of social<br /><ul><li>Bring the £1 billion investment to life
  20. 20. Communicate the ‘new’ Gatwick
  21. 21. Find ways to elicit passenger feedback, improve customer services
  22. 22. Make a difference on the ground
  23. 23. Support airline and commercial partners
  24. 24. Help shape LGW’s clear and distinctive positioning vs LHR</li></ul>14<br />
  25. 25. 15<br />06 October 2011<br />Step One - Round the Clock Twitter<br /><ul><li>Like most airports, Gatwick is not a 9-5 operation. The busiest time is in fact 6-9am every morning. A lot of passengers do not tweet out comments while the marketing department is at work
  26. 26. Some passengers will stay as little as 60-90 minutes in the airport environment - the window to reply to them is fairly small
  27. 27. The answer - introduce Twitter as a (near enough) round the clock customer services tool and help passengers in real time when they are in the airport environment
  28. 28. Train operations staff. Actively encourage people to call Gatwick out while at the airport</li></ul>15<br />
  29. 29. 16<br />Using Twitter as a proactive customer services tool<br />16<br />06 October 2011<br />
  30. 30. 17<br />The round the clock Twitter support really kicked in during the pre Xmas snow disruptions<br />21 November - 4082 followers<br />14 December - 9498 followers<br />20 December - 15,440 followers<br />(Currently - 22k followers)<br />At one point we were called out 300x an hour<br />17<br />06 October 2011<br />
  31. 31. 18<br />A £1 billion investment invariably has a certain amount of disruption - how can we use social media to communicate what is going on<br />06 October 2011<br />Step two<br />18<br />
  32. 32. 19<br />06 October 2011<br />Solution - work with the physical environment of the airport<br /><ul><li>Use the construction hoardings as information points (they are not only unsightly - it is dead space)
  33. 33. Bring in an interactive element
  34. 34. Our solution was to work with Stickybits - 2D codes that look like the ones you see in supermarkets. Any kind of content can be attached to them</li></ul>19<br />
  35. 35. 20<br />Giant barcodes - Currently there are around half a dozen landside. <br />Airside codes coming soon<br />20<br />06 October 2011<br />
  36. 36. 21<br />“We need a way to allow passengers to feed back on airport facilities using mobile / social media”<br />Step Three<br />06 October 2011<br />21<br />
  37. 37. 22<br />Solution - work with Qype<br /><ul><li>There are two ways LGW could have approached this
  38. 38. Build a ratings and review system from scratch - problem of impartiality and also retailer relations
  39. 39. Or alternatively - use an existing review tool like Qype which has an API that can be pulled in
  40. 40. Qype is very popular with over 20 million visitors per month through local listings / SEO and mobile applications and is European based</li></ul>22<br />06 October 2011<br />
  41. 41. Integration of Qype. Leave reviews (good and bad) and they appear directly on the Gatwick website<br />
  42. 42. 24<br />06 October 2011<br />And there is more....<br /><ul><li>Work with Internal comms to see how online social tools can be integrated
  43. 43. First European airport feed on Instagram
  44. 44. A Tumblr site, which will act as a visual showcase
  45. 45. Use of Gowalla / Foursquare
  46. 46. We support retailers and airlines on an ad-hoc basis. For example, Air Berlin and Monarch</li></ul>24<br />
  47. 47. 25<br />Why is this campaign different? <br />1 - It treats social media as a platform, not a channel<br />2 - It has been given time to work<br />3 - It is two way in a real sense<br />4 - Senior management is attuned to social media - comments are seen and acted upon<br />Awards won so far:<br />Innovation in online customer services (econsultancy)<br />Best use of digital media for customer services (Digicomms Awards)<br />Best use of social media (CIPR Awards)<br />25<br />06 October 2011<br />
  48. 48. 26<br />06 October 2011<br /><ul><li>Zoë Baker (I’m a digital account manager at Gatwick’s social media agency ‘Rabbit’)
  49. 49. Follow me on Twitter and Instagram - @zoewithdots
  50. 50. Make sure to follow Gatwick on Twitter - @gatwick_airport</li></ul>Thanks for your time!<br />26<br />
  51. 51. How would you feel if you won a MILLION dollars?<br />
  52. 52.
  53. 53. The Objectives<br />Make shopping more exciting.<br />Encourage spending.<br />Create buzz beyond traditional media buy.<br />
  54. 54. Cost Effectiveness<br />Awareness<br />Remarkable activation with a long tail sharing effect<br />The Challenge<br />
  55. 55. Euphoria<br />Excitement<br />The million dollar feeling is…<br />Happiness<br />Glee<br />Joy<br />
  56. 56. The Idea<br />Experience the joy of winning a million dollars at Changi <br />
  57. 57. The Execution<br />We invited Singaporeans, so naturally proud of Changi, to show us what it feels like to win a million dollars in the world’s largest airport flashmob at Changi Airport.<br />
  58. 58. Launch Day Video<br />
  59. 59. Video was shared across social media <br />Campaign Microsite<br />NewsSites<br />Blogs<br />Launch Day<br />500 participants from all walks of life<br />Performed in front of hundreds of travellers at Changi Airport Terminal 3<br />
  60. 60. Maintaining the Long Tail Buzz<br />Behind the scenes were shared with the public.<br />
  61. 61. Maintaining the Long Tail Buzz<br />Announcements of the monthly winners<br />Supported by in-airport & other ATL marketing efforts<br />
  62. 62. The Changi Millionaire Grand Draw<br />
  63. 63. The Result<br />- Make shopping more exciting<br />More local residents and visitors came to Changi to shop and dine. Concession sales from public areas grew 18%.<br />830,000 entries received in total or 4,415 entries per day<br />
  64. 64. The Result<br />- Increase spending<br />Concession sales saw a 13% growth year-on-year.<br />Campaign was successful in raising the amount spent by Changi shoppers in a single transaction.<br />Sales receipts of $500 and above registered a 20% increase year-on-year.<br />
  65. 65. The Result<br />- Creating buzz beyond traditional media buy<br />In terms of brand buzz, the campaign achieved US$1,403,605 in PR value, 2.8 times the target.<br />
  66. 66. AWARD IN SOCIAL MEDIA <br />EXCELLENCE<br />Best Hotel in Social Media<br />
  67. 67. AWARD IN SOCIAL MEDIA <br />EXCELLENCE<br />Best use of social media to drive revenue<br />
  68. 68. 2nd Annual SimpliFlying Awards in Social Media Excellence<br />Finalist: Estonian Air<br />
  69. 69. Assignment:<br />Exercise in social media<br />Engage the fans<br />Sell the excess capacity<br />Extra credit: create the buzz<br />
  70. 70. Initiative :<br />Four social media campaigns<br />Regular auction <br />Pay-as-you-wish <br />Group auction<br />Reverse auction<br />Airport partners <br />RT excess inventory<br />
  71. 71. Engagement:<br />Success isn't a result of spontaneous combustion. You must set yourself on fire. Arnold H. Glasgow<br />Recreating the feeling<br />
  72. 72.
  73. 73. Result :<br />Investment/development=0<br />Commissions/distribution=0<br />Revenue=€806,94<br />New FB fans=ca 600<br />Media visibility=ca €15000<br />WOM=priceless<br />Not bad for a day's work.<br />
  74. 74. Result :<br />Change is the end result of <br />all true learning.Leo Buscaglia<br />Introducing the world’s first<br />airline virtual loyalty program.<br />
  75. 75. Thank you!<br />Estonian Air<br />
  76. 76. Social Media?<br />Let’s talk Social Business!<br />Generating revenue through social media<br />Making friends travel. Easily<br />
  77. 77. Now<br />Now<br />September<br />September<br />August<br />August<br />Two<br />friends<br />wanting<br />to fly<br />and sit<br />next to<br />each<br />other<br />2010<br />2010<br />Born<br />Born<br />DY<br />BUD<br />3 hours ago near Kuala Lumpur<br />4 hours ago near Kuala Lumpur<br />Yeah! Ok @BUD, will join you. Lets sit next to each other. <br />@DY, I booked a flight to Penang! U want to join me?<br />4<br />Like<br />Comment<br />Share<br />Like<br />Comment<br />Share<br />1<br />
  78. 78. Now<br />September<br />August<br />Social MediaStrategy<br />2010<br />Born<br />Evolution<br />A fluid transition from one interface to another using innovation<br />Physiology<br />Enhanced the ROI through social network capabilities<br />100<br />Like<br />Comment<br />Share<br />Sociology<br />Potential revenue growth through engagement of networks of friends<br />250<br />Like<br />Comment<br />Share<br />350<br />Like<br />Comment<br />Share<br />
  79. 79. Now<br />September<br />August<br />2010<br />Born<br />>1000 <br />downloads in 1 month<br />Evolution<br />M-Commerce <br />M-Commerce <br />M-Commerce <br />December 2009, near Kuala Lumpur<br />December 2010, near Kuala Lumpur<br />September 2011, near Kuala Lumpur<br />Born as MHmobile on mobile platform<br />Introduced to tablet market for iPad<br />Reinvigorated as MHquick Chrome extension <br />30%<br />user<br />active<br />monthly<br />Like<br />Comment<br />Share<br />150<br />Like<br />Comment<br />Share<br />180<br />Like<br />Comment<br />Share<br />300<br />M-Commerce<br />M-Commerce<br />July 2010 near Kuala Lumpur<br />February 2011 near Kuala Lumpur<br />Grew as MHkiosk at local ticket office<br />Reinvented as MHbuddy with social media driven capability<br />131<br />450<br />Like<br />Comment<br />Share<br />Like<br />Comment<br />Share<br />
  80. 80. 60%<br />Users allow social sharing<br />Physiology<br />MHbuddy<br />Just now near Kuala Lumpur<br />When @BUD met @DY<br />Yeah! We can do it again!<br />It’s so easy right?<br />DY<br />Like<br />Comment<br />Share<br />1<br />10%<br />Users share with their friends daily<br />DYSeat number: 7B<br />BUDSeat number: 7A<br />
  81. 81. Now<br />September<br />August<br />2010<br />Born<br />Sociology<br />Korea Tourism Office, KL<br />September 15 near Kuala Lumpur<br />Now Malaysia Airlines flights available directly from Korea Tourism Office FB page <br />MHbuddy<br />Social Business<br />September 15 – October 15<br />August 2011, for M-commerce<br />This month Gift 4 Buddies! Book your flights directly from Facebook with MHbuddy at http://on.fb.me/MHbuddy - brought to you by Temptations Inflight Shopping<br />Increase of average bookings per day<br />Mt. Kinabalu Int’l Climbathon<br />August15 near Kota Kinabalu<br />Like<br />Comment<br />Share<br />1<br />You and your hiking buddies may like to try for the Mt. KinabaluIntClimbathon from 22nd-23rd Oct! Book, check-in and share your travel plans with MHbuddy at http://on.fb.me/MHbuddy<br />4x<br />Like<br />Comment<br />Share<br />191<br />57<br />1400<br />Like<br />Comment<br />Share<br />Like<br />Comment<br />Share<br />
  82. 82.
  83. 83. Thank You!<br />Making friends travel. Easily<br />
  84. 84. AWARD IN SOCIAL MEDIA <br />EXCELLENCE<br />Best use of social media to drive customer service<br />
  85. 85.
  86. 86. Christian Kamhaug, SAS<br />
  87. 87. AWARD IN SOCIAL MEDIA <br />EXCELLENCE<br />Best Airline in Social Media<br />
  88. 88.
  89. 89.
  90. 90. AWARD IN SOCIAL MEDIA <br />EXCELLENCE<br />Results will be announced during the reception this evening.<br />Tweet your favorites with <br />#Smawards<br />#SMTravel11<br />@simpliflying<br />