how can airlines prevent a social media strategy crash
DESCRIPTION
This deck is a life saver for all the airline operators who value their customers. It encompasses all the key metrics airlines should track and how Simplify360 can help them in managing their online complaints. Airline industry is the second most social industry. It is transforming the way Airlines are establishing and adopting customer relation policies. Customers are proactively engaged and empowered through social CRM. The main objective is to improve customer experience. Travellers from around the world form communities and connect with others to share their experiences with airlines, giving these brands a huge opportunity for a word of mouth referral system.TRANSCRIPT
HOW CAN AIRLINES PREVENT A SOCIAL MEDIA STRATEGY
CRASH?
Social Media has dramatically affected how airlines function!!
Some Startling facts;According to a study by TripAdvisor
92% of travelers referred to online review websites for researching about their last trip;
76% of travelers trusted Facebook for researching information for their last trip;
85% of travelers were influenced by online reviews
Why this data is so important for airlines…
Because travelers, whether business/leisure form the core of their revenue stream!!!
We are now left with three determinants!!
1. What should be their main social media business objectives?
2. What KPIs airlines should track online?
3. How can they tie their business goals with social media?
Let’s figure out the first determinant;
“Defining Social Media Business Objectives”
Social Media Business Objectives To establish relationships and create a positive dialogue with the customers Customers through social media now post requests/complaints to brands, which brands can resolve in real time as social media offers them the speed and low-cost benefit thereby streamlining the customer service To listen to what customers are saying and respond to their queries in real time This is very important for an airline as a slight mishandling of a customer complaint can lead to a PR crisis or a sudden rise in customer churn rate;
Driving traffic and create positive conversations around the brand With a major chunk of travelers choosing online platforms for planning their trip, it is essential for an airline to become visible on all relevant platforms, where you can engage with your target audience.
Online Complaint Management In order to measure the efficiency of their CRE’s every airline should have a proper system in place to keep track of their performance, which in turn is tied to customer satisfaction.
Now we have defined the first determinant;
Let’s see KPIs needed to accomplish these business objectives!!
#1 Response Rate
What does it mean?
The percentage of fan posts the page admin responded to
#2 Response Time
What does it mean?
The average time taken to respond to fan posts
#3 Engagement Ratio
What does it mean?
The distribution of Likes/Comments/Shares/RTs/Mentions for your content on social media platforms
#4 Most Interactive Fans
What does it mean?
Identifying those who really influence the content you share by spreading it into their own networks
#5 Activity trend
What does it mean?
Identifying when majority of your audience is online, through what sources they are discovering you and thereby establishing a effective dialogue.
As airlines handle massive number of queries on a daily basis so it becomes essential to have a platform from where you can efficiently manage all these tasks, and this is where Simplify360 steps in
Now we will map the two determinants which will help you to understand what impact they leave on an airline’s overall business goals!!
Customer Relationship
Resolving Queries
Creating +vebuzz
Online Complaint
Management
Response Rate
Response Time
EngagementRatio
IdentifyingInfluencers
Activity Trend
Social Customer Service
Crisis Management
Handling negative reviews
Brand Affinity
Competition Tracking
Relevant Metrics for an airlines company!!
18
#1. Keep a check on the negative feedback on your page
Trend of the negative feedback received by the page along with their types.
19
Trend of daily interaction and general response rate for User posts.
#2. Check how often people interact with you on a weekly basis and the number of answered/unanswered queries.
20
Daily Response Rate and trend of responded/Not responded messages on Facebook page.
#3. Check how often page communicates with its audience in case of any query.
21
Response time for user response and admin posts. And response rate versus number of user
posts.
#4. Check how fast the page responds to queries from audience.
22
#5. Measure your post’s performance
Detailed analytics for every post made by the page and posts by others. (Likes, Comments, Shares, Engagement Rate, Sentiment, Demographics)
If you have added the page as admin than you can even like, comment, share and delete from Simplify360.
23
#10. Monitor Engagement Ratio
Trend of the engagement ratio of the Page and the average overall ratio.
24
#2. Keep a check on your community growth
Trend Graphs of Facebook Community growth and Fan Engagement
25
Trend of the Engagement and Influence Score for the page.
#6. Check how your engagement and influence score is changing
26
#7. Know how your fans are discovering you.
Trend in the distribution of the Fan Sources along with the list of Top cities and their growth rates.
27
Interaction trends based on Days, Gender and Age.
#9. Discover your fan’s activity trends
28
#10. Know the activity trend on your Facebook page
Trend of Admin posts, fan posts, comments and likes.
29
Timeline trend of the comments made on the page.
#11. Check the time when your Facebook page receives maximum comments
30
#12. Know the gender and age distribution of your community
Fan Gender and Age Distribution
31
Metrics chart for identifying the best time and day for getting maximum engagement, along with the
engagement according to the post types.
#13. Check when are your fans most active and what type of posts they like most.
32
#14. Identify Influencers
List of top fans based on engagement for last 7 days, 30 days and all time.
33
#15. Know how your fans perceive you (based on sentiment)
Filter the Fans based on positive/negative sentiments, gender, posts made, comments and likes. You can also
download the list in EXCEL sheet.
34
#16. Check page impressions and how people interact with your content
Trend of the Page Consumption and Impression trend
35
The dashboard allows you to compare multiple Facebook Pages and view the complete
comparison of metrics.
#17. Analyze how competitors are doing and where you need to improve.
Managing Online Complaints
Simplify360 Social Media contact center
37
Key implementation by large enterprise
Use case: Customer Contact Center
Solution Delivered
Social Media Monitoring and Workflow to discover and respond every Online complaints.
• Reduced Customer response time and cost by 80%.
• Real-time customer support performance measurement.
• Increased Customer Satisfaction
In-premise system set-up and integration with third party enterprise systems.
• Provided secure & complete control over the system/data and opportunity for future customization.
Use case: Marketing Research/ORM
Solution Delivered
Weekly, Monthly and Event-wise social media report on TV shows and campaigns.
• Content Optimization strategies on micro contents and TV contents.
• Identifying influencers to convert them into brand advocates.
• Identifying emerging consumer trends and interests.
Daily, Weekly & Monthly ORM reports on all the complaints related to ITC brands.
Monthly social media report on ITC’s competitors
• Providing Action-Items on any key issues arising on social media.
• Performance measurement on the latest campaigns and Facebook/Twitter Content.
• Benchmarking report against competition.
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Use case of simplify360 social media Contact center
Customer Service
Listen to Customer Complaints.
Convert complaints to tickets and manage the workflow.
Manage teams and measure their performance.
Features and BenefitsSocial Media contact
center40
41
Core Functionalities
42
Core Benefits
Minimize your average response time.
Maximize outbound responses.
Anticipate Customer Need.
Manage response auditing with ease.
Improve customer satisfaction and experience.
Before and After using Simplify360Currently, the client is closing on average 500 issues per week with 20 customer support team member logging in Simplify360 on daily basis.
SO WHAT ARE YOU WAITING FOR...
www.simplify360.com
ABOUT SIMPLIFY360
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