andrew schwartz alicia lyford anna almy ashten johnson catherine dacquisto dana friedlander
DESCRIPTION
Strategic Social Media Research and Recommendations. Andrew Schwartz Alicia Lyford Anna Almy Ashten Johnson Catherine Dacquisto Dana Friedlander Derrick Hough Kelly Vigil Natasha Blumenkron Nikki Wetzel. Research Objectives. - PowerPoint PPT PresentationTRANSCRIPT
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