CUSTOMER INVOLVEMENT

THROUGH SOCIAL MEDIA LESSONS LEARNED FROM SCANDINAVIAN AIRLINES

Christian Kamhaug @ckamhaug

Head of Social Media

SAS Scandinavian Airlines

twitter.com/SAS | facebook.com/SAS | youtube.com/flySAS

Useful Social Media, London 25 June, 2012

SAS SOCIAL MEDIA OBJECTIVES

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

SOCIAL RELATIONS

• First, you need to Listen

• Then Engage your customers

in social conversations

• Now we Involve our 200.000

friends in social media

• 200.000 fans can’t be wrong

• Let’s use our customers to

make an even better SAS (and

invite them in)

THE LEIA FRAMEWORK

Involve

Engage

Listen

CROWDSOURCING

• Involve your customers in your product

development

• Show them new products early

• Ask their advice

• The customers will feel ownership to

your (or ”their”) product

• Interesting and powerful marketing

channel for new products

• Sharing

Labs

MYSAS IDEA

THE SUMMERPLANE

• Background:

– Every summer, SAS shifts capacity from domestic to European

leisure destinations

– With only 8 weeks in operation (8-16 round-trips), there are limited

resources available for traditional marketing and promotion of the

new routes)

– By letting the public decide the destination, we create buzz about all

the new destinations, we follow-up on the new strategy of more

focus on Leisure-destinations, and we prove that we are an airline

that listens to our customers, and we follow our social media

strategy of Listen-Engage-Involve- (Analyze)

– No other airline in the world has ever done something like this

6

THE SUMMER PLANE

• Where do you want to fly this summer?

• Suggest a destination!

• 800 suggestions in one week

• More than 180 destinations suggested

• Top 10 destinations went to a vote on Facbook

• Alanya (GZP) , Turkey was the winner

• Flights start 03JUL 2012

• Will be operated twice a week year-round

• Massive media attention

• Won a FlightGlobal Webbie Award

DESIGN OUR CUPS

• Background:

– After a number of years of Buy-on-Board, SAS re-

introduced free coffee & tea on all flights in January

2012

– How to get attention about this small, but

significant product update?

– Through social media, newsletters and print ads we

invited customers to design our cups or vote for

their favorite

DESIGN OUR CUPS

• Big hit!

• 750 designs in one week

• Top 10 went to a vote on

flysas.com/design

• More than 8000 votes

• The winner got 100.000

EuroBonus-points and her design

on 3 million cups!

• Press attention + SoMe buzz

www.flysas.com/design

NOW WE TAKE IT TO

THE NEXT LEVEL CROWDSOURCE EVERYTHING…

www.flysas.com/mysasidea

MY SAS IDEA

• Launched 13 June 2012

• In six days: – 500+ registered members

– 400+ ideas

– 2000+ votes

• Open for customers as well as employees

• Employees have access to ”internal” ideas

• Only the most popular ideas will be evaluated

• Top-management buy-in has been essential

• Signals a completly new way of working with innovation

www.flysas.com/mysasidea

ASK ME ANYTHING

• chk@sas.se / christian@kamhaug.no

• twitter.com/ckamhaug

• facebook.com/ckamhaug

• no.linkedin.com/in/ckamhaug

• Statigr.am/ckamhaug

• blogg.scanair.no

• slideshare.net/ckamhaug