air canada social media audit and strategic recommendations
DESCRIPTION
An audit on Air Canada's social presence, performance, sentiment, competitive landscape and strategic recommendations.TRANSCRIPT
SCS_2966_003: Social on the Inside: Digital Strategies for the Enterprise
Social Media Audit
Instructor – Andrew Jenkins By:
1. Madhu Chakravarthi
2. Neil Roy
3. Nabil Yammine
4. Sameer Madni
5. Radhika Panjwani
SCS_2966_003: Social on the Inside: Digital Strategies for the Enterprise
Agenda
Recommended Strategy
About
Air Canada
Business case for social media
Influencers, Audience and
Advocates
Performance in Social Media
Competitive Landscape
Best Practices & Missed
Opportunities
2
SCS_2966_003: Social on the Inside: Digital Strategies for the Enterprise
Largest in Canada
2013 Revenue - $12.38 billion
Emerged from bankruptcy in 2004
Best performing stock (TSX) in 2013
3
About Air Canada
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Why Social?
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Business Case for Social Media
The Conversation Prism by Brian Solis & JESS3
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Business Case for Social Media
Almost everyone
has Internet
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Influencers, Audience and
Advocates
Audience
• Frequent Flyers
• Business Travellers
• Vacationers
• Families
• Long Distance Travellers
• International Students
Influencers
• No celebrity influencers as such on platforms like Facebook, Twitter and Blogs
• YouTube viral videos have been influencers – JustPlanes uploading new fleet info, TheDStewart99 posted luggage toss video, SuperWoman posted bad experience video
Advocates
• There are no distinct or celebrity advocates
• Majority of experiences shared on social media are bad experiences
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Our
Analysis
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Performance in Social Media
What Air Canada is doing well?
• Indication of excellent and prompt responsiveness to customer service
• Quick Turn-around-Time between complaint tweet and response/resolution
• Active promotion of sponsorships and social responsibilities
• Publishing new fleet details, features
• Demonstrates new fleet experience
What Air Canada is not doing well?
• Inconsistent customer service, not being prompt on all instances
• No consistent engagement on all social media platforms
• No promotion of user-generated stories about Air Canada
• Low frequency of posts in few channels like YouTube
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Performance in Social Media
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Performance in Social Media
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Performance in Social Media
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Performance in Social Media
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Performance in Social Media
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Vs.
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Competitive Landscape
Outbound 9 Brand Posts 8,513 total engagement 946 engagement/post
Outbound 9 Brand Posts 4,085 total engagement 454 engagement/post
Community Health 911K fans 14.9% total engagement on page 1,126 average PTAT (people talking about this) 0.1% of fans in PTAT 0.9% Engagement as % of fans
Community Health 538K fans 32.3% total engagement 200 average PTAT 0% of fans in PTAT 0.8% Engagement as % of fans
Status Posts – Most engaging content Top Day/Time for engagement – Wednesdays 4am – 5am
Most engaging content – Links Top Day/Time for engagement – Mondays 9 - 10 a.m.
• Air Canada has a larger fan base in Facebook and is more active • More people are talking about Air Canada • WestJet has higher percentage of engagement
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Competitive Landscape
Presence Joined March 26, 2006 Active 1 month ago
Presence Joined March 19, 2006 (1 week earlier) Active 4 days ago
0% 20% 40% 60% 80% 100%
Subscribers
Videos
Subscribers Total Views Videos
Air Canada 3,628 740,790 81
West Jet 36,745 46,769,635 266
YouTube Stats - Air Canada Vs. WestJet
Air Canada
West Jet
• WestJet has 10x more subscribers, 63x higher views and 3x more videos • Air Canada is losing to WestJet primarily as a result of insipid and infrequent
content
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Competitive Landscape
• Air Canada is more active however, WestJet has more popularity and engagement on Twitter
Followers 216,000 347,800
Demography Male – 46 per cent, Female – 54 per cent
Male – 34 per cent, Female – 66 per cent
Activity 60.8 tweets/day 37.5 tweets/day
Engagement 126 retweets per 100 tweets 323 replies per 100 tweets
141 retweets per 100 tweets 471 replies per 100 tweets
Influencers Celebrities – 1 per cent, Power Users – 13 per cent, Casual Users – 69 per cent, Novices – 17%
Celebrities -2 per cent, Power Users – 40 per cent, Casual Users – 58 per cent
Audience Profile 80.1 per cent married 21.4 per cent parents 26.5 years average age $35.1k/year average income
82 per cent married 26.4 per cent parents 27.2 years average age $36.9k/year average income
Geography 57 per cent followers in Canada 71.7 per cent followers in Canada
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Competitive Landscape
• Similar alliances and similar topics being discussed
Topics Discussed
#Habs #onpoli #TSN #GTA #BBCAN2 #GoHabsGo #BlackBerry #StaySafe #Raptors #countrymusic #realestate #AMBERALERT
#NHL #onpoli #TSN #BBCAN2 #Habs #GTA #LukeBryan #AMBERALERT #realestate #Canucks #RunKeeper #edtech #StaySafe
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Competitive Landscape
• WestJet is not just followed by celebrities but also by other major North American airlines as a sign of respect by peers in the airline industry.
Top Followers - Air Canada Verified Accounts- Twitter - 1.14M followers Michael Jai White - 1.14M followers Kevin Zegers – 213K followers Cabbie Richards – 146K followers
Top Followers - WestJet Arnold Schwarzenneger – 3.06M followers JetBlue Airways - 1.83M followers Southwest Airlines - 1.69M followers BlackBerryHelp - 1.46M followers American Airlines - 885K followers
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Best Practices
• Create killer content
• Frequency matters
• Tell stories Content
• Listen and engage
• Connect with listeners
• Create advocates Audience
• Dedicated team
• Human voice creates trust
• Crisis management Operations
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Best Practices
Breaking news, conversational tone, pose questions, embrace visuals, create targeted posts, show empathy, less promotions, more stories, allow check-ins, use Insights, leverage viral content
Amplifying videos through other channels
Subscribing to related channels
Out of box videos to engage customers
Having fun at own expense
Explicitly saying we are logging off for the day
Connecting with peers, influencers
Engaging on news, events
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Missed Opportunities
o No customer-centric or interesting stories
o Failed to engage
o Active on few, passive on many
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Recommended Strategy
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Recommended Strategy
Balance Scorecard (BSC)
Social Media Command
Centre
Policy/Guidelines Delight Stories
Goals for Facebook • Create more “link” based content than posts to increase engagement • Establish a human voice for brand by reducing scheduled posts and increase engagement during weekdays and
business hours Goals for Twitter • Create more brand affiliations • Increase Canada follower base to 70%+, being the #1 carrier in Canada • Connect with influencers and increase celebrity followers to 5% • Increase positive mentions during next 12-18 months, using existing sentiment as benchmark for comparison. Goals for YouTube • Increase video posts rate – at least twice a month • Create entertaining and engaging videos with customers – at least 1 per season • Engage with audience, responsive to comments made on YouTube • Cross promote related channels and videos – about travel destinations
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Thank You!