SAS og Sosiale Medier for BI

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Presentasjon for Cecilie Staudes eleverl på BI oktober 2011 om hvordan vi i SAS jobber med sosiale medier

Transcript of SAS og Sosiale Medier for BI

  • 1. SAS you rock Social Media the SAS way Christian Kamhaug @ckamhaug Head of Social Media SAS Corporate Communications | |

2. LYTTEGEBYR 0,-AVBRUDDGEBYR 0,-SPRSMLSGEBYR 0,-KONTAKTGEBYR 0,-LASTENEDPRESENTASJONENETTERPGEBYR 0,- 3. In the old days, someone might have abad customer experience and tell 10people. But now, with the rise of blogs,MySpace and Facebook, that person mightbe able to tell 10,000 people. This totally changes the dynamic, and importance, ofcustomer experience.Bruce Temkin, vp/principal analyst at Forrester Research Source: Forrester The Customer Experience Index 2007,,7211,43877,00.html, Brandweek, 4. What is social media? Social Media is the use oftechnology on online ormobile platforms that allowsend users to engage in multi-directional conversations in oraround the content on thewebsite 5. Nye medievaner I Norge bruker vi media 90 min mer pr dag 30% av den tiden brukes p sosiale medier ALT er knyttet til sosiale medier 6. The BIG kahuna Mer enn 800 millioner brukere globalt Hver 12. person p kloden! Verdens tredje strsteland Mer enn 9 millioner aktive brukere i Skandinavia Norway: 2,5 million monthy users Norway: 1,5 million daily users Mer enn 200 millioner bruker Facebook p mobil 7. SAS Social Media objectivesAll communication within the social media arena shall support SAS business strategy & brand promise. 1. Decrease negative mentions in online conversations. 2. Make excellent branded content that tells our story and make itvisible and sharable. 3. Establish SAS as an active and trustworthy company in onlineconversations. 4. Increase the traffic to our commercial web sites with theobjective to convert traffic to customers. 5. .and provide excellent customer service 8. CASESTUDIES 9. US Airways 10. United Breaks Guitars United broke his guitar Did not take responsibility David wrote a song Did a video & posted on YouTube 500.000 views in three days Now more than 12 million! 11. SASSOCIAL MEDIACHANNELS 12. Channels - StatementOne Channel per social media platformGlobal & Local messagesThe Head of Social Media coordinates channels. 13. SAS Social Media Channels etc. 14. 15. 16. 17. CRISISCOMMUNICATIONINSOCIALMEDIA 18. EUROPES MOST PUNCTUAL AIRLINE 19. Vulcano Ash Cloud: Crisis Situation 16 april all flights in Northern Europ cancelled Disruption response organsiation, DRO established Chairman: Chief Commercial Officer & represantatives fromall parts of SAS e.g. Operations, Customer Relations &Communication. DRO meetings several times a day regarding the traffical andcommercial situation. Daily reports & prognoses from Eurocontrol, Metoffice &other authorities. Flight information & status regarding the ash cloud changesby the hour. 20. The team Establoished ad-hoc in onw day 15-20 colleagues from fra Communications eCommerce Marketing EuroBonus Human Resources Customer Relations Focus: Help our customers Channels: FB, Twitter,, SMS 21. Ashcloud More than 17.000 new fans in one week More than 5.000 questions posted 99% answered within 5 minutes SAS message displayed more than 1 million times Used off-line channels as well as online to contact pax 20 editors online 05:00 02:00 every day! 22. SAS you rock! Miriam was returning to the USA Flight operated from Oslo bus from Stockholm. Miriam wrote on FB that she wouldnt reach the bus on time SAS FB team called the bus and held it back for her On FB she wrote: SAS you rock Two pregnant women stuck in Spainwere contacted via FB by SAS sales inSpain and were put on the fist flighthome 23. Feedback 24. How we communicate Consistent messages through all channels Folksy & charming Try some humor! Drop no hooks bite no hooks Answer everything positive as well as negative Write only what you know I dont know is ok! Be personal and care! 25. What to look for in your team Wide knowledgebase A big network within the company Can-do attitude Enthusiasm Commercial thinking Common sense 26. Success? Enormous increase in number of fans Nice, steady growth with limited unlikes Positive media attention primarily in Scandinavia SAS went from an index 40 to 90 measured for caring in onlineconversations Internal enthusiasm in an extreme situation A new understanding among top-management for social media A framework for how to deal with future crisis Swedish pilot-strike Norwegian security controllers strike Snow chaos in London 27. SASSOCIALMEDIATODAY 28. Social Media as a hub CorporateCommunicationsHR OperationsCust omerContactCustomer SocialMarketingRelations Media Online Product Sales Development EuroBonus 29. Facebook monitoring today Internet SupportDay-to-day replies Corporate CommunicationsStatus updates& newsExpertTeamFunctional experts 30. SAS on Facebook Mer enn 112.000 fans Hva snakker folk om? EuroBonus Bagasje Gode opplevelser med SAS Priser Nye destinasjoner 31. What we give back! Customer service every day 08:00 22:00! News & offers Job openings Travel tips New Scanorama every 1st of the month Flashback Friday every Friday Live video streaming and photos from events 32. Recurring themesScanorama every 1st of every monthFlashback Friday every Friday 33. Job-openings 34. New routes 35. Local messages in local language 36. Local messages in local language 37. SAS Facebook stats - 110 556 fans1.Norway2.Sweden70%4 3.Denmark34.UK21 Ashcloud I 2 Snow problems London 5.USA 3 Ashcloud II 1 4 SAS Tattoo 6.Poland7.Japan8.Germany9.Finland10. Spain11. Italy12. Greece13. Thailand14. France15. Indonesia16. Turkey17. Mexico18. IrelandSource: Facebook Insights / 06JUN11 63% 19. India 38. SAS Facebook survey 2011Are you more or less satisfied with SAS after following SAS on FacebookMuch less satisfiedSomewhat less satisfied Much more satisfied Same as before64% MORE satisfied Somewhat more satisfied77% are EuroBonus members 39. 100.000 fans! Saturday 27AUG 19:19 9 days later at Lucky 7Tattoo in Oslo Got attention in printmedia & radio in Norway,Sweden & Denmark aswell as in social media 40. Inspirasjon 41. The results Launched 01SEP Over 2 million via Twitter within 65 min The Love-link was spread by at least 1000 people on Facebook,estimate reach of 200,000 users Over 100,000 visitors via Facebook Incorporated into SAS own Facebook page, 95% positive/neutralcomments Over 500,000 unique visitors to the SAS Love-site Over 350,000 votes Over 300 couples from all over the world Turned into a blog once compeition closed Anders Lindstrm/STODP-M 42. And the winner is Over 150 million worldwide heard or read of the campaign via social media, TV, online media, radio, print media, bloggers, etc. Overwhelming amount of media coverage, 99.9% positive Coverage includes: BBC, Time, ABC, CNN, AFP, The Sun, The Independent, Politiken, Sunrise, Yahoo!, etc. $1 million in media coverage in US alone Significantly raised the awareness of SAS positively in international areas; increase in bookings No or minimum marketing spend PR value to date: approx. 50 million SEK! (5.6M) Return on investment over x1000 Anders Lindstrm/STODP-M 43. SAS future in Social Realtions First we listendedListen Then we engaged thecommunity Now we plan to involve Engageour 110.000 fans 110.00 fans cant be Involvewrong, right? Use the community to getfeedback and ideas toimprove the SAS product 44. It had long since come to my attention that people of accomplishment rarely sat back and let things happen to them.They went out and happened to things. Leonardo da Vinci58 45. SOMMERFLYET2012 Hvor skal vi fly i sommer? Foresl en destinasjon!! 800 forslag p n uke Mer enn 160 destinasjoner Avstemningen starter i dag Ruten flys i juni-juli 2012 Vinneren fr vre med ppningsturen 46. Contact me any time! +47 95 71 55 77 LAST NED 0,-