AWARDS for EXCELLENCE IN SOCIAL MEDIA 2011

10 October 2011

2nd Annual

NOMINATIONS134 in 14 days

AWARD IN SOCIAL MEDIA

EXCELLENCE

VOTES31,124 in 15 days

AWARD IN SOCIAL MEDIA

EXCELLENCE

finalists

AWARD IN SOCIAL MEDIA

EXCELLENCE

Our Distinguished Judges

AWARD IN SOCIAL MEDIA

EXCELLENCE

Raymond KollauAirlinetrends.com

David McMullenRoutesOnline

Josiah MackenzieHotel Marketing Strategies Blog

The Judging Criteria

AWARD IN SOCIAL MEDIA

EXCELLENCE

Innovation

Results/ROIEngagement

Best Airport in Social Media

AWARD IN SOCIAL MEDIA

EXCELLENCE

12

Headline achievements• In twelve months our Twitter followers increased from 4,000 to over 22,000

• 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

• We are the first airport to use mobile barcodes as public information points

• We are the first European airport to put all our retail and food outlets up for instant online reviews

• We are the first European airport to have an Instagram feed

• Social media provides intelligence for the business as a whole at the most senior levels

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• Oct - Dec 2009 - Gatwick sold from BAA to GIP• June 2010 - Gatwick rebranded, focus on making

the airport a more human experience. £1 billion investment announced

Background

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The role of social•Bring the £1 billion investment to life•Communicate the ‘new’ Gatwick•Find ways to elicit passenger feedback, improve customer services

•Make a difference on the ground•Support airline and commercial partners•Help shape LGW’s clear and distinctive positioning vs LHR 14

15

Step One - Round the Clock Twitter• 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

• Some passengers will stay as little as 60-90 minutes in the airport environment - the window to reply to them is fairly small

• 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

• Train operations staff. Actively encourage people to call Gatwick out while at the airport

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• Using Twitter as a proactive customer services tool 16

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The round the clock Twitter support really kicked in during the pre Xmas snow disruptions

21 November - 4082 followers14 December - 9498 followers20 December - 15,440 followers(Currently - 22k followers)

At one point we were called out 300x an hour17

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A £1 billion investment invariably has a certain amount of disruption -

how can we use social media to communicate what is going on

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Step two

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Solution - work with the physical environment of the airport

•Use the construction hoardings as information points (they are not only unsightly - it is dead space)

•Bring in an interactive element•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

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• Giant barcodes - Currently there are around half a dozen landside. • Airside codes coming soon 20

21Step Three

“We need a way to allow passengers to feed back on airport facilities using mobile / social media”

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Solution - work with Qype•There are two ways LGW could have approached

this•Build a ratings and review system from scratch -

problem of impartiality and also retailer relations•Or alternatively - use an existing review tool like

Qype which has an API that can be pulled in•Qype is very popular with over 20 million visitors

per month through local listings / SEO and mobile applications and is European based

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• Integration of Qype. Leave reviews (good and bad) and they appear directly on the Gatwick website

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And there is more....•Work with Internal comms to see how online

social tools can be integrated•First European airport feed on Instagram•A Tumblr site, which will act as a visual showcase •Use of Gowalla / Foursquare•We support retailers and airlines on an ad-hoc

basis. For example, Air Berlin and Monarch24

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Why is this campaign different? 1 - It treats social media as a platform,

not a channel2 - It has been given time to work3 - It is two way in a real sense

4 - Senior management is attuned to social media - comments are seen and

acted upon

Awards won so far:Innovation in online customer services

(econsultancy)Best use of digital media for customer

services (Digicomms Awards)Best use of social media (CIPR

Awards)

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•Zoë Baker (I’m a digital account manager at Gatwick’s social media agency ‘Rabbit’)

•Follow me on Twitter and Instagram - @zoewithdots

•Make sure to follow Gatwick on Twitter - @gatwick_airport

Thanks for your time!

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How would you feel if you won a MILLION dollars?

The Objectives

Create buzz beyond traditional media buy.

Make shopping more exciting.

Encourage spending.

The Challenge

Cost Effectiveness Awareness

Remarkable activation with a long tail sharing effect

The million dollar feeling is…

HappinessHappiness

JoyJoy

EuphoriaEuphoria ExcitementExcitement

GleeGlee

The IdeaExperience the joy of winning a million dollars at Changi

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.

The Execution

Launch Day Video

Launch Day500 participants from all walks of life

Performed in front of hundreds of travellers at Changi Airport Terminal 3

Video was shared across social media

Blogs

NewsSites

Campaign Microsite

Maintaining the Long Tail BuzzBehind the scenes were shared with the public.

Maintaining the Long Tail Buzz

Supported by in-airport & other ATL marketing efforts

Announcements of the monthly winners

The Changi Millionaire Grand Draw

The Result

More local residents and visitors came to Changi to shop and dine.

Concession sales from public areas grew 18%.

830,000 entries received in total or 4,415 entries per day

- Make shopping more exciting

The Result

Concession sales saw a 13% growth year-on-year.

Campaign was successful in raising the amount spent by Changi shoppers in a single transaction.

Sales receipts of $500 and above registered a 20% increase year-on-year.

- Increase spending

The ResultIn terms of brand buzz, the campaign achieved US$1,403,605 in PR value, 2.8 times the target.

- Creating buzz beyond traditional media buy

Best Hotel in Social Media

AWARD IN SOCIAL MEDIA

EXCELLENCE

Best use of social media to drive revenue

AWARD IN SOCIAL MEDIA

EXCELLENCE

2nd Annual SimpliFlying Awards in Social Media Excellence

Finalist: Estonian Air

Assignment:Exercise in social media

Engage the fansSell the excess capacityExtra credit: create the buzz

Initiative :Four social media campaigns

Regular auction Pay-as-you-wish Group auctionReverse auction

Airport partners RT excess inventory

Engagement:Success isn't a result of spontaneous combustion. You must set yourself on fire. Arnold H. Glasgow

Recreating the feeling

Result :

Investment/development=0Commissions/distribution=0Revenue=€806,94New FB fans=ca 600Media visibility=ca €15000WOM=priceless

Not bad for a day's work.

Result :Change is the end result of all true learning. Leo Buscaglia

Introducing the world’s firstairline virtual loyalty program.

Thank you!

Estonian Air

Making friends travel. Easily

Social Media? Let’s talk Social Business!

Generating revenue through social media

Like Comment Share

DY3 hours ago near Kuala Lumpur

Yeah! Ok @BUD, will join you. Lets sit next to each other. 1

Twofriends

wantingto fly

and sitnext to

eachother

Like Comment Share

BUD4 hours ago near Kuala Lumpur

@DY, I booked a flight to Penang! U want to join me?

4

NowSeptember

August2010Born

NowSeptember

August2010Born

Social MediaStrategy

NowSeptember

August2010Born

Like Comment Share

EvolutionA fluid transition from one interface to another using innovation

100

Like Comment Share

Enhanced the ROI through social network capabilities

250

Physiology

Like Comment Share

Potential revenue growth through engagement of networks of friends

350

Sociology

NowSeptember

August2010Born

Like Comment Share

M-Commerce December 2009, near Kuala Lumpur

Born as MHmobile on mobile platform

150

Like Comment Share

M-CommerceJuly 2010 near Kuala Lumpur

Grew as MHkiosk at local ticket office

131

Like Comment Share

M-Commerce December 2010, near Kuala Lumpur

Introduced to tablet market for iPad

180

Evolution

Like Comment Share

M-CommerceFebruary 2011 near Kuala Lumpur

Reinvented as MHbuddy with social media driven capability

450

30% useractivemonthly

Like Comment Share

M-Commerce September 2011, near Kuala Lumpur

Reinvigorated as MHquick Chrome extension

300

>1000 downloads in 1 month

MHbuddyJust now near Kuala Lumpur

When @BUD met @DY

Like Comment Share 1

DYSeat number: 7B

BUDSeat number: 7A

DY Yeah! We can

do it again!It’s so easy

right?

Physiology

10% Users share with their friends daily

60%Users allow

social sharing

NowSeptember

August2010Born

Korea Tourism Office, KLSeptember 15 near Kuala Lumpur

Now Malaysia Airlines flights available directly from Korea Tourism Office FB page

Like Comment Share 1

MHbuddySeptember 15 – October 15

Like Comment Share 57

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

Mt. Kinabalu Int’l ClimbathonAugust15 near Kota Kinabalu

You and your hiking buddies may like to try for the Mt. Kinabalu Int Climbathon from 22nd-23rd Oct! Book, check-in and share your travel plans with MHbuddy at http://on.fb.me/MHbuddy

Like Comment Share 191

Sociology

Social BusinessAugust 2011, for M-commerce

Like Comment Share 1400

Increase of average bookings per day

4x

Making friends travel. Easily

Thank You!

Best use of social media to drive customer service

AWARD IN SOCIAL MEDIA

EXCELLENCE

Christian Kamhaug, SAS

Best Airline in Social Media

AWARD IN SOCIAL MEDIA

EXCELLENCE

Results will be announced during the reception this evening.

AWARD IN SOCIAL MEDIA

EXCELLENCE

Tweet your favorites with #Smawards#SMTravel11@simpliflying