Date post: | 23-Aug-2014 |
Category: |
Business |
Upload: | business-development-institute |
View: | 465 times |
Download: | 2 times |
Putting the Customer at the Center:
How American Airlines Uses Instagram & Vine
Visual Social Communications Leadership Forum
December 12, 2013
About Me
• Oversee community management and content strategy across American Airlines’ nine social networks
• Worked in social media since 2009
• Tweet me at @stephaniescott
• #BDI1
2
Agenda
3
• Our Team Structure• Our Digital Footprint• Our Social Strategy• Instagram Overview & Case Studies• Vine Overview & Case Studies • Key Takeaways
Our Team Structure
4
Social Customer Service 16 team members
Social Customer Engagement5 team members
Social Analytics1 team member
Our Digital FootprintAmerican Airlines Social Channels
5
6
Our Social Strategy:
“Build relationships in the spirit of the new American.”
Define the social customer experience withauthentic conversation, real-time resolution, energyand inspiration.
American Airlines on Instagram
7
• www.instagram.com/americanair
• Followers: 20,411:•• Strategy: Appeal to robust
#avgeek community by using aviation-themed photos, often repurposed
• Results: #46 on Statigram’s list of brands by engagement; consistently receive 1,500+ engagements per post
Case Study: #AmericanView
8
• Cross-platform social posts invite customers to share their views from the wing using #AmericanView
• Engagement team uses Statigramto monitor and engage with photos using hashtag
• Social customer service team is trained to spot and share appropriate photos with engagement team
• Engagement team repurposes on Instagram, Facebook and Pinterest
Case Study: #WeekendInBogota
9
• Captured unique experiences in Bogota, Colombia via Instagram video to highlight new route from DFW-BOG
• Shared moments as if we were live during a #WeekendInBogota
• Saw decreased engagement (e.g. 500 likes per post) but positive comments
• Tested idea, used engagement data to measure success and reinforced our strategy of pure aviation focus
American Airlines on Vine
10
• Process: Publish Vine videos through Twitter and Facebook
• Twitter Followers: 686,300
• Strategy: Maximize visually-appealing content by sharing via Vine; nurture influencer relationships via personal messages; create quick promotions to build engagement
• Results: Personalized messages generated significant buzz and cemented relationships; content and promotions generate ample retweets
Case Study: Influencer Outreach
11
• Identified top 20 brand influencer-advocates
• Crafted personalized messages based on recent dialogue and filmed team sharing them
• Sent directly to influencer-advocates via @reply
• Strengthened relationships with influencers and, via sharing, generated positive buzz
Case Study: #TakeOff Dunk Contest
12
• Goal to generate awareness of American Airlines support of Dallas Mavericks
• Filmed pilot making ‘trick shot’
• Posted with call to action to share your dunk or trick shot with #TakeOfffor a chance to win miles
• Generated engagement, but minimal entries
• Key learning: High barrier to entry so fewer entries, but highly engaged
https://vine.co/v/hTdjTtTahlP
Key Takeaways
13
• Listen to your customers • Develop a clear content strategy by platform • Don’t be afraid to test ideas and content • Measure success• Use data to refine content strategy • Repurpose user-generated content• Make the customer the hero • Identify, recognize and nurture influencers• Even a ‘favorite’ goes a long way
14
Questions?
Stephanie Scott@stephaniescott