SUCCESS IN SOCIAL MEDIA

Transcription

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2 SUCCESS IN SOCIAL MEDIA ICELANDAIR TEAM JOSHUA POPSIE, SEARCH SPECIALIST - MARKETING GUÐRÚN HARALDSDÓTTIR, MARKETING COORDINATOR - MARKETING SARAH UNNSTEINSDÓTTIR, MANAGER SOCIAL MEDIA COMMAND CENTER ARNA ÝR SÆVARSDÓTTIR, SUPERVISOR SOCIAL MEDIA COMMAND CENTER

3 MARKETING FUNNEL Awareness Consideration Conversion Loyalty Results

4 THE DIGITAL REVOLUTION

5 How can Icelandair add value to its customers before, during and after the flight, through digital?

6 Digital Trends

7 INDUSTRY TRENDS Clear appetite among passengers for more customized services. They are open but cautious about divulging personal information, especially for commercial purposes. Consumer expectations are increasing. Strong mobile investment from all stakeholders, airlines, airports and passengers. Continuous engagement at every stage of the journey, building on loyalty. Rapid escalation in airlines offering in-flight connectivity. Tailoring the experience in-flight. Developing new disruption management tools to be more proactive when flights are delayed or cancelled. Leverage of data for efficiency, cost control and added experience. SITA 2015 Air Transport Industry Insights 360 Report

8 INDUSTRY TRENDS Travelers shift service providers throughout their journey. Prior to travel During travel Post travel Engaging with Online Travel Agents. Directories & Reviews Social Media Google 2015

9 PURCHASE JOURNEY- ONLINE Google 2015

10 INDUSTRY TRENDS Given that the average trip decision process takes in 22 different touchpoints, retaining such a wealth of search information is difficult for the consumer. This is perhaps why respondents to the consumer survey noted that reminder activity and built in alerts were particularly desirable. Eye For Travel 2015

11 INDUSTRY TRENDS 54 percent of consumers expect brands to really know and understand them as people, and for communications to be tailored to their values and preferences. Microsoft Consumer Data Value Exchange 2015

12 VISION

13 OFFLINE & ONLINE 59% listen to radio once a day Online radio drives 6% of sales 69% of adults trust their local newspaper or magazine 54% more likely to buy after seeing offline ad What prompted them to search online for a particular company, product, service or slogan. Television advertisement: 44% Word of Mouth: 41% Magazine/Newspaper Advertisement: 35% Radio: 23% Billboard: 13% iprospect 2015

14 ONLINE TRAVEL TRENDS 60% 50% 40% 30% 20% 10% 0% UK June Device Distribution (Travel) 51% 11% 38% Desktop computer Mobile Cross-device bookings 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% 4% Percentage of online travel bookings (Germany) 41% 37% 33% 34% 29% 29% 24% 24% 19% 17% 15% 11% 9% 7% Year Online travel booking revenue 2015 (USD) France $ Germany $ United Kingdom $ China $ United States $ $0 $ $ $ $ emarketer; Various sources

15 TRAVEL PLANNING METHODS Millennials (18-34) Baby Boomers (51 69) GEN X (35-50) emarketer; Various sources

16 SOCIAL KPI KPI Used by Companies Engagement Increase in followers Web traffic Reach Sharing Conversion to leads Conversion to sales Sentiment Share of active members vs. inactive Time spent on site Share of conversation vs. competitors Satisfaction Number of evangelists/brand ambassadors Klout 0% 10% 20% 30% 40% 50% 60% emarketer; Various sources

17 STOPOVER BUDDY Stopover has been available at Icelandair since in the 1960s Stopover Buddy Campaign - February 2016 Based on a research Save time and money while getting a great local insight The Stopover Buddy content One hero video Three help videos Twelve hub videos - Lifestyle

18 CELEBRATION STOPOVER BUDDY Celebration Stopover Buddy - October 2016 Good media coverage from previous campaign 80 years anniversary Celebration Stopover Buddy content One hero video Three help videos One hub video - Behind the scene User generated content

19 PICTURES FROM TRIPS 2017

20 STOPOVER FOR LOVE A SECRET PROPOSAL IN ICELAND

21 CUSTOMER SUPPORT ON SOCIAL MEDIA Sarah Unnsteinsdottir Manager - Icelandair Social Media Command Center

22 A NEW ERA IN CUSTOMER SUPPORT New channel owner New expectations New pace and scope Higher stakes

23 NEW OWNER & NEW EXPECTATIONS Social Media channels are owned by our customers Content is owned by the customer Social Media never sleeps Worldwide Public and Private PR and Brand protection Any issue at any time can spiral out of control Expectations are evolving fast Response times Handling times Within channel resolution

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25 WHY PROVIDE CUSTOMER SUPPORT ON SOCIAL MEDIA? Respecting the preferred channel of the customer Customers are shifting to less effort channels Expectations are higher Risks are higher : negative activity Likelyhood of positive feedback sharing is higher Engagement creates brand loyalty & trust Channle cost is lower & handling capacity higher

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28 HIGH CUSTOMER EFFORT LEADS TO HIGH DISLOYALTY

29 ICELANDAIR SOCIAL MEDIA COMMAND CENTER - ROLE One-stop-shop Customer Service & Assistance 24/7 Media & PR Brand Image Protections Marketing Engagement

30 CONVERSOCIAL ANALYTICS AND DASHBOARDS

31 CONVERSOCIAL ANALYTICS AND DASHBOARDS

32 SOCIAL MATURITY INDEX - CONVERSOCIAL

33 PRIVATE MESSAGING IS TAKING OVER

34 OUR BOT V2 &THE TREND

35 FACEBOOK MESSENGER ACCESS FROM ICELANDAIR.US AGE % % % % % % % GENDER % Female 55.07% Male 44.93% DEVICE TYPE % Desktop 67.65% Mobile 26.71% Tablet 5.64%

36 ICELANDAIR MESSENGER BOT

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38 ICELANDAIR SOCIAL MEDIA COMMAND CENTER - DAILY CHALLENGES - KEEPING THE FOUNDATIONS STRONG Arna Ýr Sævarsdóttir Supervisor Icelandair Social Media Command Center

39 DAILY CHALLENGES Open 24/7 OneStopShop Anything can happen 1-2 person on shift Worldwide Crises & Emergencies Customer Support Engagement PR & Brand protection Training & Cross-training Knowledge sharing Synchronize Internal escalation processes System accesses and permissions Harmony Tone of voice Service level Quality level & checks

40 DAILY CHALLENGES Are you ready? Anything can happen

41 DAILY CHALLENGES

42 DAILY CHALLENGES

43 THE FOUNDATION We aim to be able to solve all customer requests within the channel selected 24/7 OneStopShop No redirecting Building & strengthening bridges between departments within the company for Cross training Knowledge sharing System access/authorization for action Our Social Media world consists off two major components Customer Support Engagement

44 A KNOWLEDGE BASE How do we ensure that we are all on the same page? 24/7 department Rarely seeing our agents Training/knowledge sharing in the digital age Sharing knowledge / Documenting findings There is no such thing as a stupid question Document it!

45 QUALITY ENSURING HARMONY Case studies monthly bases Discussion with agents on particular cases that they put forth or that we feel need to be discussed and reviewed. Continuous learning. Regular agent reports, where we check on the status and training needs Theme weeks certain topic being looked at and shared New/Temporary/Variable/Adjustable targets & goals Focus shifting and reevaluation of priorities daily Peer to peer evaluation/sharing

46 TAKK! Any questions? There really is no such thing as a stupid question