case study: aegean airlines on facebook by mindworks
DESCRIPTION
Antonis Koutsoukos Presented @ Opentourism the case study of Mindworks for Aegean airlines on facebook. Enjoy!TRANSCRIPT
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AEGEAN AIRLINESOR how do you get 70.000 likes in 120 days.
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Σίγουρα όχι εύκολα...
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Αντώνης.Head of Online PR.Mindworks.
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Aegean airlines.
Strenghts+ The leading greek airline+ A premium services Brand
Threats- Recession- Addiction of users to offers
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Recession: Back to 2009
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Aegean on
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‣ 12.060 Likes
‣Low engagement rate
‣Low frequency on Content update
‣No content Strategy
‣Lack of Branding
December 2010:
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OUR VISION:DO WHAT AEGEAN DID BACK IN 2003, WHEN USERS
HARDLY KNOWN WHAT E-TICKET MEANS:
INNOVATE IN 2011 While being able to face the recessionʼs challenges
with a new strategy.
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12/2010
What we did
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12/2010
What we didWe made a thorough audit on what is being said about Aegean, and delivered a Baseline report, standing on mentions with the use of monitoring tools.
*
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12/2010
What we didWe made a thorough audit on what is being said about Aegean, and delivered a Baseline report, standing on mentions though monitoring tools.
*
We rolled out a new content strategy for social media*
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12/2010
What we didWe made a thorough audit on what is being said about Aegean, and delivered a Baseline report, standing on mentions though monitoring tools.
*
We rolled out a new content strategy for social media*We rolled out a new communication plan for social media.
*
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12/2010
What we didWe made a thorough audit on what is being said about Aegean, and delivered a Baseline report, standing on mentions though monitoring tools.
*
We rolled out a new content strategy for social media*We rolled out a new communication plan for social media.
*We refubrished Aegeanʼs Facebook Page, reflecting the brandʼs values.
*
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Πετάξτε τώρα για κάθε λόγο ανεξαιρέτως!
12/2010
13/12
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12/2010
24/01
Results
+ 300% IN 30 DAYS12.000 TO 49.000 LIKES
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12/2010
24/01
Results
MORE THAN 8.000 COMMENTS/LIKES IN 30 DAYS
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12/2010
24/01
Results
59.000 TOTAL VOTES
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12/2010
04/03
approaching 50K likes it was about time to say thanks.
What we did
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Results
17.000 BRAND AMBASSADORSIN A WEEK.
12/2010
10/03
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Results
+ 7.000 NEW FANSIN A WEEK.
12/2010
10/03
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First, we launched a game to revive the Page, then we said a “thank you”, what was next?
12/2010
29/03
What we did
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It was about time, give some value back to the community,
embedding social media in our core communication vehicle:
12/2010
OFFERS29/03
What we did
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WHY NOT LETTING USERS CHOOSE AEGEANʼS OFFERS?
12/2010
CHOOSE
29/03
What we did
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12/2010
29/03
What we did
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12/2010
08/04
Results
+ 23.000 NEW FANS57K to 80K in 10 Days
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12/2010
08/04
Results
in 10 Days
MORE THAN 4.500 COMMENTS/LIKES
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12/2010
08/04
Results
MORE THAN 3000 COMMENTS FOR EACH OFFER.
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12/2010
08/04
Results
THE MOST IMPORTANT:
THOUSANDS OF USERS CHOSE AN OFFER.
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What we did:Enough with Apps.
What about content?Content is what keeps
a Brand Alive.
content
Destinations Brand Offers
User Generated Content+
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What we did:
Photos, Photos, Photos
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What we did:
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Whatʼs next?
Weʼre up to something.But we ll keep our mouth shut
until the launch.
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Whatʼs next?
1. Optimize content2. Even better customer service3. Keep the conversation going on4. Roll out innovation.
Weʼre up to something.But we ll keep our mouth shut
until the launch.
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THANK YOU AEGEAN!
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THANK YOU!