creative ideas for driving social media engagement · using social media internally • creating...
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CREATIVE IDEAS FOR DRIVING SOCIAL MEDIA
ENGAGEMENT
Mandie Armstrong, Digital Communications Manager
Caroline Thorpe, Airport Communications Manager
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Award winning users of social media
Seven awards for excellence in social media
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Why invest in social media?
To engage instantly and directly with our customers in a way and a time that is convenient to them – customer service
Allows us to create a distinct tone of voice and personality now we’re independent
Tells the story of new Gatwick
Is used to support our products and services and is an integral part of our marketing campaigns
It’s integrated with our commercial strategy
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Deliver the best passenger experience
Twitter – our top social channel
• Talk to passengers in real time, including crisis
communications
• Engage in meaningful two-way dialogue
• Support commercial activities but not in an overtly sales
way
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Two way engagement - Twitter Q & As
• One hour of live Q & As via our Twitter feed
• Four held in total – CEO x 2, Head of Terminals about
PRM service, HR director
• Cross channel engagement in advance – FB, Twitter,
Tumblr. Targetted comms to specific bloggers/interest
groups to increase interest
• Posters and business cards to promote off-line
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Delivering the best passenger experience:
Sound Cloud – a case study
• Family friendly Gatwick
• Family assistance/security lanes
• Children’s play areas
• How can we use online media to support offline activity
in an innovative way?
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Supporting airlines & commercial
activities
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Using social media internally
• Creating brand ambassadors of our staff, so our brand
starts from inside out
• Creating the same buzz for our people that we want
passengers to feel
• Tracking issues and trends from passengers - via our
people
• Listening and fixing the issues that distract our people
from delivering a great service
• Empowering our people to suggest fixes and tell their
own stories
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The London 2012 Games
• An award winning example
• Most popular topic, participation from CEO through to frontline
• Over 1,000 comments and 650 photographs shared from our
community
• A real buzz and sense of pride about our business
• Our people told us what was going on – dynamic, real time
reporting, faster than other corporate channels
• A more efficient way of sharing information with airport
partners, helping us deliver a faultless Games process
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What next for Gatwick?
• Explore how to grow existing channels
• We will continue to try emerging applications – as long as
they support our business strategy
• We won’t wait for the next big thing, but will keep
evolving and experimenting
• Continue to engage our offline community with our online
activity
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