26
AirAsia Monthly Report Mar 1, 2018 – Mar 31, 2018
AirAsia Monthly ReportMar 1, 2018 – Mar 31, 2018
EXECUTIVE
SUMMARY
2
#2 competitive rank 45% SoV | 2
35% positive sentiment1
63.2K mentions52% | 80% on Twitter | 81% Earned
23M impressions 41%
163.5K new followers 1% Overall | 9% on Instagram
#1 competitive rank 55% SoV | 2
39% positive sentiment 2
77.4K mentions42% | 83% on Twitter | 86% Earned
541M impressions 134%
45.6K new followers 2% Overall | 33% on Instagram
2
2
AIRASIA | BRAND REPORT | MARCH 1 – 31, 2018
AirAsia experienced positive MoM
shifts in all aspects of its recorded
data this month.
Qantas recorded a 2-pt. drop in its
monthly SoV, which decreased from
57% in February. The brand’s
positive sentiment rating also
decreased by 2 pts.
AirAsia’s reach was boosted by
41%
Qantas’ reach increased by 137%
1
45%
55%
4%
96%
COMPETITIVE
SOV & REACHVOLUME REACH
3 AIRASIA | BRAND REPORT | MARCH 1 – 31, 2018
Qantas was more well-known across
social media sites in terms of number
of mentions, while AirAsia managed
to increase its share of voice by 2
points compared to February.2
2
POPULARITY
TREND & SPIKE
ANALYSIS
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
1-M
ar
2-M
ar
3-M
ar
4-M
ar
5-M
ar
6-M
ar
7-M
ar
8-M
ar
9-M
ar
10
-Mar
11
-Mar
12
-Mar
13
-Mar
14
-Mar
15
-Mar
16
-Mar
17
-Mar
18
-Mar
19
-Mar
20
-Mar
21
-Mar
22
-Mar
23
-Mar
24
-Mar
25
-Mar
26
-Mar
27
-Mar
28
-Mar
29
-Mar
30
-Mar
31
-Mar
Nu
mb
er o
f M
enti
on
s
4 AIRASIA | BRAND REPORT | MARCH 1 – 31, 2018
March 25 marked the highest single-
day peak in mentions between both
AirAsia and Qantas. This spike was
influenced by posts about Qantas’
history-making non-stop roundtrip
flight from Australia to the UK.
AirAsia recorded its highest surge in
content on March 4, with 4,154
mentions.
Mar. 24: Retweets of @Qantas’ post, “The Qantas
Dreamliner to make the maiden journey from #Perth to
#London is VH-ZND with Captain Lisa Norman, Captain
Jeff Foote, First Officer Dave Summergreene and
Second Officer Troy Lane. https://t.co/tgM3Wl93EQ”
Mar. 5-6: Mentions about Qantas’ list of
potentially offensive terms which they told their
employees to avoid using, along with mainly
negative reactions to it from users
Mar. 16: Mentions of users’ positive
reactions to AirAsia's
announcement regarding direct
Delhi-Imphal flights
Mar. 19: Retweets of @belcerteza's
post about the trip of the winners of
#AirAsiaDreamsComeTrue
campaign
Mar. 4: Mentions about BJP leader
Swammy urging CBI and ED Chiefs
to speed up the probe on FIPB
violations in AirAsia
Mar. 25-26: Posts about a Qantas
airliner making history by completing
the first non-stop flight from Australia to
the UK and vice versa
AirAsia | Brand AnalysisMarch 1 – 31, 2018
52%
KEY METRICS63,272 TOTAL MENTIONS SENTIMENT
MONTHLY VOLUME TREND
6 AIRASIA | BRAND REPORT | MARCH 1 – 31, 2018
AirAsia generated 63,272 mentions
(52% MoM) in March. The majority of
the content came from Twitter with
50,776 tweets (80% SoV).
There was an increase in the positive
sentiment score with a decrease in
the negative sentiment score.
AirAsia’s content increased by
52% from February
March recorded the highest
volume of content so far in 2018
80% of all content this month
came from Twitter
Twitter50,776
80%
Blogs1,1662% Forums
3,5936%
News2,9134%
Instagram4,8248%
15 18
50 48
35 34
-28%
52%
0
20,000
40,000
60,000
80,000
JAN FEB MAR
POPULARITY
TREND & SPIKE
ANALYSIS
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
4,500
1-M
ar
2-M
ar
3-M
ar
4-M
ar
5-M
ar
6-M
ar
7-M
ar
8-M
ar
9-M
ar
10
-Mar
11
-Mar
12
-Mar
13
-Mar
14
-Mar
15
-Mar
16
-Mar
17
-Mar
18
-Mar
19
-Mar
20
-Mar
21
-Mar
22
-Mar
23
-Mar
24
-Mar
25
-Mar
26
-Mar
27
-Mar
28
-Mar
29
-Mar
30
-Mar
31
-Mar
Nu
mb
er o
f M
enti
on
s
7 AIRASIA | BRAND REPORT | MARCH 1 – 31, 2018
Mentions about BJP leader
Subramanian Swammy urging the
Central Bureau of Investigation (CBI)
and the Enforcement Directorate (ED)
Chiefs to speed up the probe on
Foreign Investment Promotion Board
(FIPB) violations in AirAsia.
Other notable spikes were regarding
AirAsia’s denial of its CEO’s
resignation and the trip of the winners
of #AirAsiaDreamsComeTrue
Campaign.
Mar. 16: Mentions of users’ positive
reactions to AirAsia's announcement
regarding direct Delhi-Imphal flights
Mar. 19: Retweets of @belcerteza's post
about the trip of the winners of
#AirAsiaDreamsComeTrue campaign
Mar. 4: Mentions about BJP leader
Swammy urging CBI and ED Chiefs
to speed up the probe on FIPB
violations in AirAsia
TEXT &
AUDIENCE
ANALYTICSWORD CLOUD
37%
63%
GENDER BREAKDOWNTOP HASHTAGS
6,961
1,808
1,389
1,153
723
705
628
612
597
586
#airasia
#travel
#AirAsiaDreamsComeTrue
#flightdeal
#aviation
#malaysia
#Cryptocurrency
#avgeek
#malindoair
#KualaLumpur
CA 431
NY 203
OH 121
FL 87
WA 55
TOP FIVE US STATES BASED ON MENTIONS
OK
GA
VA
NY
FL
NM
TX
KS
NE
SD
NDMT
WY
COUT
ID
AZ
NV
WA
CA
OR
KY
PA
MIMA
CT
WV
OHINIL
NCTN
SCALMS
AR
LA
MO
IA
MN
WI
NJ
VTNH
DC
8 AIRASIA | BRAND REPORT | MARCH 1 – 31, 2018
California has the highest volume of
AirAsia-related posts with 431
mentions. This was followed by New
York (203 mentions) and Texas (121
mentions).
#airasia was the top hashtag this
month with 6,961 mentions from
Twitter and Instagram.
Men were the most active contributor
of mentions this period with 63%
share of voice.
SAMPLE TOP
POSTS
9 AIRASIA | BRAND REPORT | MARCH 1 – 31, 2018
AirAsia-related posts for the month of
March include AirAsia’s news related
to cryptocurrency, denying the
resignation of its CEO, deals for
AirAsia flights, and Foreign
Investment Promotion Board
violations. The most notable post is
the issue about the probe on the
FIPB violations in AirAsia
TOP
INFLUENCERS
TWITTER &
10 AIRASIA | BRAND REPORT | MARCH 1 – 31, 2018
Top Twitter influencers were Reuters
Top News, The Wall Street Journal
and NVTG. The top influencer on
Instagram was Filipino actress
Cheska Kramer with 2,356,105
followers by the end of the reporting
period, followed by Thai actor
Bookko with 1,011,761.
AirAsia | Owned ChannelsMarch 1 – 31, 2018
Owned19%
Earned81%
TWITTERTweets by @AirAsia Impressions by @AirAsia
37 35%
OWNED TWITTER ACTIVITY BREAKDOWN
Total Followers
26%
1%
69%
Regular Tweet
Re-Tweets
@reply
OWNED VS. EARNED TWITTER CONTENT
TOP OWNED POSTS BASED ON ENGAGEMENT
USER ENGAGEMENT LEVELS
89.5%
10%
0.5%
1 Tweet
2-4 Tweets
5 or more
1% | 27,164 net new
12 AIRASIA | BRAND REPORT | MARCH 1 – 31, 2018
AirAsia was more active in posting
content in March than the previous
month (37 more tweets). Earned
content was more prevalent than
AirAsia’s owned tweets with a ratio of
4 to 1.
AirAsia gained 27.2K followers
this month
Impressions from AirAsia’s overall
tweets increased by 73%
CATEGORY SHARED CONTENT
RETWEETS 2,061
REPLIES 31
LIKES 1,350
IMPRESSIONS 932.1K
CATEGORY JOB POST
RETWEETS 279
REPLIES 24
LIKES 307
IMPRESSIONS 108.7K
CATEGORY PRESS RELEASE
RETWEETS 211
REPLIES 21
LIKES 316
IMPRESSIONS 125K
Page Fans Posts by Brand
1%
119,998 net new
2
ENGAGEMENT
TOP POSTS BASED ON ENGAGEMENT
13 AIRASIA | BRAND REPORT | MARCH 1 – 31, 2018
AirAsia posted 49 Facebook posts
and gained 119,988 new fans.
These 49 FB posts earned an overall
engagement of 65,305, averaging at
1,333 engagements per post.
Owned FB posts increased by 4%
Total FB fans increased by 1%
Total Average per post
Total Reactions 37,846 772
Total Comments 11,962 244
Total Shares 15,497 316
TOTAL ENGAGEMENT 65,305 1,333
CATEGORY PROMOTION
REACTIONS 6,932
SHARES 6,283
COMMENTS 4,621
CATEGORY CAMPAIGN
REACTIONS 8,430
SHARES 2,621
COMMENTS 875
CATEGORY PROMOTION
REACTIONS 2,185
SHARES 1,367
COMMENTS 1,445
Followers
TOP POSTS BASED ON ENGAGEMENT
3%
14,810 net new
1
Posts by Brand
ENGAGEMENT
14 AIRASIA | BRAND REPORT | MARCH 1 – 31, 2018
Total Average per post
Total Likes 78,444 6,034
Total Comments 738 57
Total Views 571,270 571,270
TOTAL ENGAGEMENT 650,452 50,034
CATEGORY CREW SPOTLIGHT
LIKES 9,963
COMMENTS 267
VIEWS 571,270
CATEGORY CREW SPOTLIGHT
LIKES 9,010
COMMENTS 60
VIEWS 0
CATEGORY AMBASSADOR SPOTLIGHT
LIKES 8,395
COMMENTS 58
VIEWS 0
The most popular AirAsia content
posted on Instagram was a video
featuring a crew member playing
football during her free time. This
post garnered 571.3K views and
almost 10K likes.
• Instagram followers increased by
3%
YOUTUBENew Videos All-Time Views
2%
Total Subscribers
2% | 1,589 net new
TOP OWNED POSTS BASED ON VIEWS
ENGAGEMENT
Total Average per post
Total Views 850,472 60,748
Total Comments 19 1
15 AIRASIA | BRAND REPORT | MARCH 1 – 31, 2018
TITLE識揀一定揀AIRASIA！一直係世界最佳VIEWS 534,873
COMMENTS 0
LIKES 22
DISLIKES 3
TITLE SELALU ADA ALASAN KEMBALI KE BALI
VIEWS 211,918
COMMENTS 0
LIKES 13
DISLIKES 0
TITLE MAU TIKET PROMO TANPA NGANTRI?
VIEWS 75,617
COMMENTS 3
LIKES 10
DISLIKES 3
AirAsia recorded a 22% decline in
video postings in March. All-time
video views increased by 2%. The
average number of video views for
AirAsia’s posted content was 60,748.
AirAsia gained 1,589 net new
subscribers
All-time views reached 92.3
million
4
Qantas | Brand AnalysisMarch 1 – 31, 2018
Twitter57,816
75%
Blogs1,4092%
Forums5,0596%
News6,2108%
Instagram6,9519%
42%
KEY METRICS77,445 TOTAL MENTIONS SENTIMENT
39 41
44 40
17 19
MONTHLY VOLUME TREND
30%
42%
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
90,000
JAN FEB MAR
17 AIRASIA | BRAND REPORT | MARCH 1 – 31, 2018
Content volume for Qantas saw an
increase of 42% month-over-month.
This was also the highest recorded
output for the airline company in the
last three months. Twitter was the
top source of content, accounting for
75% SoV of overall. Both positive and
negative sentiment decreased by 2
pts. from February.
Qantas content increased by
42% MoM
This is the highest monthly
volume so far this year
Twitter accounted for 75% SoV
The airline recorded 44% neutral
sentiment
POPULARITY
TREND & SPIKE
ANALYSIS
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
1-M
ar
2-M
ar
3-M
ar
4-M
ar
5-M
ar
6-M
ar
7-M
ar
8-M
ar
9-M
ar
10
-Mar
11
-Mar
12
-Mar
13
-Mar
14
-Mar
15
-Mar
16
-Mar
17
-Mar
18
-Mar
19
-Mar
20
-Mar
21
-Mar
22
-Mar
23
-Mar
24
-Mar
25
-Mar
26
-Mar
27
-Mar
28
-Mar
29
-Mar
30
-Mar
31
-Mar
Nu
mb
er o
f M
enti
on
s
18 AIRASIA | BRAND REPORT | MARCH 1 – 31, 2018
The highest daily spike was recorded
on March 25 with 13,873 mentions.
This spike was driven by posts
regarding Qantas airline making
history by attempting and completing
the first non-stop flight from Australia
to the UK.
Mar. 25-26: Posts about a Qantas
airliner making history by completing
the first non-stop flight from Australia to
the UK and vice versa
Mar. 24: Retweets of @Qantas’ post, “The Qantas
Dreamliner to make the maiden journey from #Perth
to #London is VH-ZND with Captain Lisa Norman,
Captain Jeff Foote, First Officer Dave
Summergreene and Second Officer Troy Lane.
https://t.co/tgM3Wl93EQ”
Mar. 5-6: Mentions about Qantas’ list of
potentially offensive terms which they told their
employees to avoid using, along with mainly
negative reactions to it from users
TEXT &
AUDIENCE
ANALYTICSWORD CLOUD
30%
70%
GENDER BREAKDOWNTOP HASHTAGS
CA 1.3K
NY 675
TX 514
FL 402
WA 381
TOP FIVE US STATES BASED ON MENTIONS
OK
GA
VA
NY
FL
NM
TX
KS
NE
SD
NDMT
WY
COUT
ID
AZ
NV
WA
CA
OR
KY
PA
MIMA
CT
WV
OHINIL
NCTN
SCALMS
AR
LA
MO
IA
MN
WI
NJ
VTNH
DC
19 AIRASIA | BRAND REPORT | MARCH 1 – 31, 2018
10,810
3,977
2,983
2,729
2,645
2,268
2,226
2,212
2,141
2,088
#qantas
#qf9
#avgeek
#australia
#aviation
#qantasdreamliner
#perth
#dreamliner
#travel
#london
California recorded the highest
volume of mentions related to Qantas
(1,314 mentions), followed by New
York (675) and Texas (514). #qantas
was the most used hashtag and was
present in 14% Twitter and Instagram
content
Male users were the most active,
accounting for 70% of Qantas’
audience
In the US, Qantas was most
popular in the state of California
with 1,341 mentions
#qantas was the most used
hashtag with 10,810 mentions
SAMPLE TOP
POSTS
20 AIRASIA | BRAND REPORT | MARCH 1 – 31, 2018
Posts about the airline’s historical
feat and its initiative to implement
cultural and language changes
among its employees were the
leading conversation themes for this
month.
TOP
INFLUENCERS
TWITTER &
21 AIRASIA | BRAND REPORT | MARCH 1 – 31, 2018
News organizations were the leading
Twitter influencers for Qantas-related
content. This was caused by the
news about their completion of the
first non-stop flight from Australia to
the UK. @Australia and @taramilktea
were the top two users with most
followers to mention Qantas in their
posts.
Qantas | Owned ChannelsMarch 1 – 31, 2018
Owned14%
Earned86%
OWNED TWITTER ACTIVITY BREAKDOWN
1%
1%
98%
Regular Tweet
Re-Tweets
@reply
OWNED VS. EARNED TWITTER CONTENT
TOP OWNED POSTS BASED ON ENGAGEMENT
USER ENGAGEMENT LEVELS
86%
13%
1%
1 Tweet
2-4 Tweets
5 or more
Tweets by @Qantas Impressions by @Qantas
254 15%
Total Followers
1% | 3,266 net new
23 AIRASIA | BRAND REPORT | MARCH 1 – 31, 2018
CATEGORY AIRCRAFTS & CREWS
RETWEETS 583
REPLIES 108
LIKES 2,238
IMPRESSIONS 1,687,419
CATEGORY FLIGHT UPDATES
RETWEETS 483
REPLIES 83
LIKES 2,060
IMPRESSIONS 3,333,665
CATEGORY AIRCRAFTS & CREWS
RETWEETS 348
REPLIES 97
LIKES 1,838
IMPRESSIONS 1,567,826
@Qantas gained 3,266 new followers
in March for a 1% MoM Twitter
channel growth. The handle posted
1,958 tweets, generating 904 million
potential impressions. 98% of
@Qantas’ owned tweets were
replies.
@Qantas saw a 1% MoM channel
growth
Impressions from tweets
produced by the handle improved
by 15% MoM
@Qantas was featured in 26,202
(inbound) tweets
Page Fans Posts by Brand
2%
23,557 net new
22
ENGAGEMENT
TOP POSTS BASED ON ENGAGEMENT
24 AIRASIA | BRAND REPORT | MARCH 1 – 31, 2018
Qantas’ Facebook fan base grew by
2% to a total of 1,286,918 fans by
the end of March. The fan page
posted 167 updates, garnering
158,112 user engagements (947
engagements per post). Videos
showing flight status’ and updates
uploaded by the flight company were
the highest engaged posts during this
cycle.
Facebook fans grew by 2% MoM
Posted 22 more updates
compared to last month’s output
(+15% MoM)
Videos of flight statuses were the
most popular posts
Total Average per post
Total Reactions 106,823 640
Total Comments 32,440 194
Total Shares 18,849 113
TOTAL ENGAGEMENT 158,112 947
CATEGORY FLIGHT UPDATES
REACTIONS 20,537
SHARES 4,917
COMMENTS 1,582
CATEGORY FLIGHT UPDATES
REACTIONS 10,330
SHARES 1,793
COMMENTS 791
CATEGORY FLIGHT UPDATES
REACTIONS 6,168
SHARES 806
COMMENTS 366
Followers
TOP POSTS BASED ON ENGAGEMENT
2%
15,244 net new
1
Posts by Brand
ENGAGEMENT
Qantas Instagram had 664,937
followers by the end of the reporting
period, indicating a 2% MoM channel
growth. The brand posted 33 posts
this month, garnering 912,332 total
engagements. Uploaded videos of
flight status and updates were the
most popular posts this month.
Gained 15,244 new followers
Uploaded 1 more post compared
to last month
Videos of flight updates were the
most popular posts
25 AIRASIA | BRAND REPORT | MARCH 1 – 31, 2018
Total Average per post
Total Likes 439,260 13,311
Total Comments 4,660 141
Total Views 468,412 14,194
TOTAL ENGAGEMENT 912,332 27,646
CATEGORY FLIGHT UPDATES
LIKES 29,930
COMMENTS 516
VIEWS 248,774
CATEGORY FLIGHT UPDATES
LIKES 18,155
COMMENTS 318
VIEWS 124,110
CATEGORY FLIGHT UPDATES
LIKES 12,271
COMMENTS 318
VIEWS 61,741
YOUTUBENew Videos All-Time Views
0.04%
AIRASIA | BRAND REPORT | MARCH 1 – 31, 2018
Total Subscribers
5% | 3,500 net new
TOP OWNED POSTS BASED ON VIEWS
ENGAGEMENT
Total Average per post
Total Views 14,958 3,740
Total Comments 53 13
4
26
Qantas YouTube was the flight
company’s most improved owned
channel with a 5% MoM growth. The
channel uploaded 4 videos this
month, which were viewed 14,958
times. The most viewed and
commented on video was the Qantas
Dreamliner: Emily Kame Kngwarreye
clip.
Gained 3,500 new subscribers
Posted 4 videos fewer than last
month
All-time video views improved by
0.04% MoM
TITLE QANTAS DREAMLINER: EMILY KAME
KNGWARREYE
VIEWS 7,837
COMMENTS 21
LIKES 169
DISLIKES 3
TITLE PERTH INTERNATIONAL TRANSIT LOUNGE
VIEWS 4,112
COMMENTS 11
LIKES 80
DISLIKES 2
TITLE MARDI GRAS 2018
VIEWS 2,175
COMMENTS 16
LIKES 37
DISLIKES 35
