andrew schwartz alicia lyford anna almy ashten johnson catherine dacquisto dana friedlander derrick...
Post on 03-Jan-2016
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Andrew SchwartzAlicia LyfordAnna AlmyAshten JohnsonCatherine DacquistoDana FriedlanderDerrick HoughKelly VigilNatasha BlumenkronNikki Wetzel
Strategic Social Media Research and
Recommendations
• Provide analysis of social media tools currently utilized by the Eugene Airport
• Recommend areas for improvement
Research Objectives
952 followers
36 subscribers
none
173,049 check-ins
none
EUGENE
PORTLAND
2,923 followers
2,737 likes
23 subscribers
2 followers
8,666 check-ins
9 followers
12,458 likes
2 followers none
Facebook: Likes
Facebook: Reach
Facebook: Check-Ins
Recommendations:
USER FRIENDLY and INTERACTIVE:
• Post pictures, prices, videos, and URL’s to increase views
• Include links/hyperlinks when promoting events
• Link to Twitter and Instagram
• Add photos of UO athletic teams
@FLYEUG Statistics
• 1,240 Tweets
• 2,014 Following
• 2,971 Followers
Recommendations:
INCREASE CONVERSATION and PRESENCE:
• Quote tweets vs. Re-tweet
• Maintain Consistency in daily or twice daily tweets
• Keeping balance between responses and personalized tweets
Recommendations:
INCREASE CONVERSATION and PRESENCE:
• Create a two-way symmetrical model with tweets
• Gear tweets toward large UO student body
• Update flight delays
YOUTUBE
Current:
• Minimal content and audience
• 17 videos
• 23 subscribers
Recommendations:
DEVELOP CONSISTENT MESSAGE and GOAL on channel
• Partner with UO classes
• Understand viewer content preferences
YOUTUBE
FOUR SQUARE
Current:
• 8,666 Check-ins
• Appears ON 27 LISTS, INCLUDING ALLEGIANT TRAVEl’S WHERE WE FLY
• 99 PHOTOS AND 45 TIPS POSTED BY USERS
• ADDRESS, CONTACT INFO, LINKS TO WEBSITES AND TWITTER PROVIDED
FOUR SQUARE
• RECOMMENDATIONS
• INCREASE CHECK-INS AND AIRPORT PRESENCE
• CONDUCT CHECK-IN SPECIALS
• PERKS FOR MAYORSHIP
Current:
• 4 BOARDS
• 21 PINS
• 9 FOLLOWERS, 30 FOLLOWING
• 0 comments
• Board Photos
• GOLF BALLS PROMOTING ALLEGIANT PALM SPRINGS
• FAVORITE PLACES TO VISIT
• OUTSIDE EUGENE AIRPORT
Current
• 6 PHOTOS
• 0 COMMENTS
FLICKR• PHOTO CONTENT
• ARCHITECTURE, ARIEL
• CONSTRUCTION
• LOGO
Recommendations:• REPLACE Pinterest and Flickr with Instagram
• Link Instagram with Facebook and Twitter
PinterestFlickr
• Instagram Background
• 80 MILLION+ REGISTERED USERS
• 5 MILLION+ PHOTOS PER DAY
• 81 COMMENTS PER SECOND
• 575 LIKES PER SECOND
• FLYEUG ACCOUNT
• 1 Photo
• 4 Followers
• Following 0 users
• Photos
• NO OREGON AIRPORTS CURRENTLY USE INSTAGRAM
• STATIGRAM; INSTAGRAM ANALYTICS PROVIDES
• MOST LIKED PHOTOS
• HASTAG CLOUD
• FILTER USAGE
• OPTIMIZATION TIPS
• COMMENT TRACKER
• COMMUNITY INSIGHTS
INSTAGRAM• OTHER STATIGRAM FEATURES
• INSTAGRAM FEED TAB FOR FB PAGE
• TIMELINE COVER (MOST RECENT IG SHOTS)
• FOLLOW BUTTON
• ALLOWS FOR FOLLOWERS STRAIGHT FROM FLYEUG.COM
Recommendations:INCREASE LIKES and PHOTO-SHARING:
• CONDUCt CONTESTS USING HASHTAGS
• ADD INSTAGRAM TAB TO WEBSITE
Website
Current (For October):
• 8,989 total visits
• 6,987 visitors
• 28,844 page views
• Avg. Visit Duration: 02:41
Website
Top Pages Visited:
• Homepage (8,956)
• Airline Info Page (4,004)
• Flight Tracker Page (2,405)
• Flight Info Page (2,082)
Website
Mobile Visits:
• 1,131 total visits
• 506 visits from iPad
• 405 visits from iPhone
• Google Search vs. URL
WebsiteSocial Media:
WebsiteSEO:
Website
• Continue to boost Facebook usage
• Improve mobile site
Aiport Blog
• CURRENT USE
• MINIMAL CONTENT
• 1 POST FROM AUG. 3
Recommendations:
DEVELOP PURPOSE and CONSISTENCY to gain readership
• Create editorial calendar and content schedule
• Understand viewer content preferences
• Add blog tab on website for easy navigation
• Create intriguing blog title and update design
Airport Blog
Social Media Intent
• Increase brand awareness
• Strengthen and foster community relationships
Questions?
Future Partnership Recommendations
• UO Journalism classes
• Internship opportunities
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