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THANK YOU!
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Surprising & Delighting Your Fans - Presentation by Ryan Hollingsworth of CAK Airport

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Surprising & Delighting Your Fans: How to create social media content that entertains, inspires and is never, ever boring. Presentation by Ryan Hollingsworth of the Akron-Canton Airport (Ohio, USA) for use with permission by SimpliFlying (2012).
If you work in an airline or airport organisation and wish to download the slides, please email contact@simpliflying.com

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Surprising & Delighting Your Fans - Presentation by Ryan Hollingsworth of CAK Airport

  1. 1. Surprising & Delighting Your Fans: How to create social media content that entertains, inspires and is never, ever boring! Ryan Hollingsworth, Communications and Social Media Manager
  2. 2. Akron-Canton Airport Social Media• 2007 - First airport in the US to use Facebook• 2007 – One of the first airports to join Twitter• 2012 – Hit 46,000 total likes on Facebook – In the top 5 of most-liked airports on Facebook.• August 2012 – Most liked post – 1,300 total likes, 122 shares, 273 comments & 30,600 views• CAK is active on Pinterest, Google+, YouTube, Flickr, Foursquare and has 5 employee bloggers on their website.
  3. 3. The Essence of our BrandPrice + Experience = A better way to go.®
  4. 4. Qualities of great, surprising content: RITE Relevant, Interesting, Timely, Entertaining WHY WHY HOW E cubed Entertaining, Educational, WHAT EmpoweringThe Golden Circle Start with why
  5. 5. Facebook.com/akroncantonairport Promote airline partners AMPLIFY BRAND MESSAGES/VALUES Critical mass/likes Facebook cover photo explains the CAK brand.
  6. 6. Delta Bag Belt Surprise
  7. 7. Before Southwest landed, the countdown began!Built excitement, pushed Southwest & surprised people!
  8. 8. Traditional + Social = MarComm Magic• Goal: Blow Southwest away!• Social elements: FB contest/ Southwest Super Fan Party, TwitPics throughout events, photobooth, photo journey to hearts and minds of our customers and community
  9. 9. Pie eating contest and CAKe Boss = fun surprises OUTCOMES•More than 1,000 likes•Hundreds of shares•More than 1,000 comments•Tons of photos tell the story•Increase brand connectionbetween CAK and Southwest-ACHIEVED
  10. 10. Surprise by being timely
  11. 11. Surprise by doing the unexpectedCAK ecards were not random but thought-out, talked about, emailed to colleagues to see ifthey “got” them, corrected, and then posted at the perfect time.
  12. 12. Surprise on InstagramCAK does not have an Instagram . Rather, we search for our Customers’ Instagram photos of CAK which are taken almost every day. We post them and recognize who took the photo.
  13. 13. Surprise on FoursquareCAK luggage tags have become apopular Foursquare check-in special.When it was time to introduce the newtag design, we filmed a video reveal –Mission Impossible style!
  14. 14. Social media surprising isn’t easy but worth it! My advice:• Listen. What do your fans like? Do that!• Be entertaining, timely and unexpected.• Put the work into it to make it great.• Think before you post.• Never post without photos or visuals! How do they reflect your brand? How do they tell the story?• PLAN yet leave room to be spontaneous!
  15. 15. THANK YOU!

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