Sociala medier SAS Webbstrategidagarna 26 apr 2012

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Hur SAS jobbar med sociala medierWebbstrategidagrna, Stockholm26. april 2012

Transcript of Sociala medier SAS Webbstrategidagarna 26 apr 2012

  • 1.SOCIALA MEDIER I SASVARUMRKESARBETE GENOM EN AKTIV DIALOG I SOCIALA MEDIER P KUNDERNAS VILKOR Christian Kamhaug @ckamhaug Head of Social Media SAS Corporate Communications twitter.com/SAS | facebook.com/SAS | youtube.com/flySAS Webbstrategidagarna, Stockholm 26. april 2012

2. LYSSNAVGIFT 0,-FRGAAVGIFT 0,-KONTAKTAVGIFT 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, http://www.forrester.com/Research/Document/Excerpt/0,7211,43877,00.html, Brandweek, http://www.brandweek.com/bw/news/recent_display.jsp?vnu_content_id=1003677228 4. 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 5. THE BIG KAHUNA Mer en 850 millioner anvndare globalt Varje12. person p kloten! Vrdens tredje strsta land Mer en 9 millioner aktive anvndare i Skandinavien Norway: 2,8 millioner mnedlige anvndare Norway: 1,5 millioner daglige anvndare Varje 4. norska Facebook-anvndare er p mobil 6. SOSIALE MEDIER ER VIKTIGFACEBOOK ER HUGEVI M VRE DER! 7. SAS SOCIAL MEDIA OBJECTIVESAll 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 stakeholdersSAS VISION:TO BE VALUED FOR EXCELLENCE BY ALL STAKEHOLDERS 8. PLATFORM STRATEGI 9. KANALSTRATEGIn kanal per sociale medie platformGlobala och lokala budskapHead of Social Media koordinerer kanalene 10. PLATFORM EVALUATION Benefits Costs 11. PLATFORM EVALUATIONinvestment Maintenence SAS Dialogue Objectives Do it? involvementBlogHgHg Hg Hg1,2,3,4waitFacebook Lg MediumHg Hg1,2,3,4YesTwitter0,- MediumHg Hg1,(2),3, 4 YesYouTube0,- Medium/hgLg/mediumLg2, 4 YesGoogle+0.- Lg Lg Lg1,2,3, 4 TestInstagram0.- Lg Lg/mediumLg4TestPinterest0.- Lg Lg Lg2, 4 TestForum0.- Lg/mediumHg Hg1,2,3,4waitLinkedIn?Lg Lg Lg4wait 12. SAS SOSIALE MEDIE KANALER facebook.com/SAS twitter.com/SAS YouTube.com/flySAS statigr.am/flySAS Bit.ly/SAS-GooglePlus pinterest/flySASetc. 13. WHAT CAN THEY BE USED FOR? Facebook Twitter YouTube Google+ Instagram PinterestDialogue ? ?? ?Customer ?serviceSharing ?Sales ? ? ? ?Local messages Image/brand Competitions Recruitment Involvment ?Ads 14. SOCIAL MEDIA ECO-SYSTEMNewsletter sas.se 15. SOME ORGANISATIONHUR JOBBAR VI P SAS 16. RESSURSBRUK I SAS 27 miljoner kunder 12.000 anstllda Tre store hemmamarknader Ett av Skandinaviens starkaste brands Butiken ppen 24/7 Alla knner SAS 17. RESURSBHOV I SAS 1 FTE Head of Social Media Ca 1/3 FTE p kundesenteret Benytter eksisterende ressurser 10-20 minutter per timme 08:00 22:00 Svarer innom n timme 18. SOCIAL MEDIA AS A HUB CorporateCommunicationsHR OperationsCust omerContactCustomer SocialMarketingRelations Media Online Product Sales Development EuroBonus 19. FACEBOOK SOCIAL MEDIA MONITORING Internet Support Day-to-day repliesCorporateCommunications Status updates & news Expert TeamFunctional experts 20. SAS P FACEBOOK Mer enn 175.000 fans Strste reiselivsbedrift p Facebook i Norden Hva snakker folk om? EuroBonus Bagasje Gode opplevelser med SAS Priser Nye destinasjoner 21. HVA VI GIR TILBAKE Kundeservice hver dag 08:00 22:00! Nyheter & tilbud Ledige jobber Reisetips Funfacts Nytt Scanorama den 1. i hver mned Flashback Friday hver fredag Video og bilder fra events 22. HVORDAN VI KOMMUNISERER Konsistent budskap i alle kanaler Folksy & charming Prv med litt humor ;-) Drop no hooks bite no hooks Svar p alt positivt s vel som negativt Skriv bare det du vet jeg vet ikke er ok! Vr personlig og bry deg! 23. HUR LYCKES MAN ISOCIALA MEDIERELLER UNDGR ATT GRA FEL 24. TIPS & TRICKS Hitta din eldsjl! Stt tydeliga ml Stt av resurser sociala medier er inte gratis Hitta din tone of voice och lev upp till den Var bland de 1% 90% lser / 9% kommenterar och gillar / 1% skapar innehll Var rlig Sett klara riktlinjer frfor dina medarbetare Analysera och flj opp 25. BYGG DITT DREAM-TEAM! Bred kunnskapsbase Interesse og forstelse for sosiale medier Stort nettverk internt i selskapet St-p vilje Entusiasme Kommersiell teft Sunn fornuft 26. HUR MTER VISOCIALA MEDIERTHE ELUSIVE ROI 27. Social media is like teen sex.Everyone wants to do it.No one actually knows how.When finally done, there issurprise its not better. - Avinash Kaushik Digital Marketing Evangelist, Google 28. RETURN ON WHAT? Hva er dine ml? Ikke-monetre ml er ogs ml Finn KPIer som dekker disse mlene Direkte salg, sales leads, sign-ups Interaksjoner, reach, likes. Preferanser, image, kundnjdhet. 29. 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 30. DIRECT RETURN ON SOME Direct Online Sales 90% Based on WebTrends tracking Earned Traffic Replacement Cost4% Web traffic from SoMe-sites x Branded Search Cost Social Media response Replacement Cost 6% Customer Questions Responded x Cost of Calls 31. NOW WHAT?TAKING IT TO THE NEXT LEVEL 32. SOCIALA RELATIONER Frst m du Lyssna Delta i samtalet Nu involverar vi vra180.000 fans 180.000 fans kan vl inteha fel? Lt oss nytta av vra kunderfr at gjra SAS nnu betre(och lite mitt) 33. THE LEIA FRAMEWORK InvolveEngage Listen 34. CROWDSOURCING Involver kundene i produktutviklingVis dem nye produkter tidlig Spr om rd Kundene kjenner at produktet er littmitt Labs Interessant markedsfringskanal av nye MYSAS IDEAprodukter Spredning 35. 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 Vinci37 36. SOMMERFLYET2012 Vart skal vi flyga i sommar? Fresl en destination!! 800 freslag p n vecka Mer n 180 destinationer Top 10 gkk til omrstning pFacebook Alanya i Turkiet vann Flyger tv gnger i vckan juli-augusti 37. DESIGN OUR CUPS 750 designs p n vecka Top 10 gikk tilomrstning pflysas.com/design Mer enn 8000 rster Vinner 100.000EuroBonus-points 3 miljoner koppar! 38. ASK ME ANYTHING chk@sas.se twitter.com/ckamhaug facebook.com/ckamhaug no.linkedin.com/in/ckamhaug Statigr.am/ckamhaug blogg.scanair.no slideshare.net/ckamhaug