RYANAIR A social media crash?

Milou Hamels – van Gaans@milouhamels

Social MediaA sketch of the social media landscape

• Media landscape is changing: traditional internet

• Special role for social media: user generated content

• How people are being influenced is changing

• Different levels of participation (Technographics ladder)

• Different types of users: connectors, mavens, salespersons

Online reputation managementFrom sending to responding

• Reputation management: the strategy to create a positive image among target groups or to avoid a negative one

• Social media reputation of an organisation more and more in the hands of the public

“You are what they say you are”

Social media monitoringWhat to do with all that buzz

Listen!

• Find out what people are saying about your brand: what are the topics being discussed, is the sentiment positive or negative What is your online reputation?

• Find out where people are talking: which sources does your target group use to communicate online?

• Generate new ideas.

• Compare your online reputation with those of your competitors.

• Manage a crisis.

CoostoDive deeper to discover more

1. SOCIAL MEDIA MONITORING

Insights in status quo & long term development

Application competitive analysis, brand reputation trend research, process optimalisation

Jacques Cousteau not the ocean, but the social web

CoostoDive deeper to discover more

2. WEBCARE

Control about everything people express about your brand on the web

Application online customer service & reputation management (webcare), crisis monitoring

Budget airlines in the social mediaActivity & sentiment Q 1 - 3

ryanair usual topicsTrending topics Q 1 - 3

ryanair going downActivity & sentiment last 2 weeks

ryanair going downTrending topics first spike

ryanair going downTrending topics second spike

ryanair going downSources negative mentions last 2 weeks

ryanair going downSome examples…

ryanair going downSome examples…

Response of ryanairRadio silence on the social media

• Reaction Ryanair: Program not trustworthy Official report incidents Valencia states that safety requirements were met First responsibility to not fly while being sick lies with the pilot himself

• First official reaction only 2 days after the first episode of the documentary.

• Reaction only by official press release.

• No reactions on social media attention.

Lessons learnedDo not ignore the crisis that develops online

• Monitoring the social media has become an essential part of crisis management.

• By showing the online crowd that you listen to them, you can create goodwill doing something is better than doing nothing.

• Coosto. www.coosto.nl

• Gaans, M.M. van (2011). Wat nou Social Media? Een gids door de wereld van social mediaen de mogelijkheden ervan voor uw bedrijf of organisatie. Verkrijgbaar op: www.coosto.nl