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  • We Believe in Thinking Differently

    about Aviation Marketing

    Crises Management 2.0

    Asiana Airlines Flight OZ214 in SFO Case study & Analysis

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  • 11:27am: Plane makes impact at SFO

    11.28am: First photo from a Google employee boarding another flight hits

    Twitter (within 30 secs!)

    11.30am: Emergency slides deployed

    11.45am: First photo from a passenger posted on Path, Facebook and


    11.56am: Norwegian journalists asks for permission to use photo from first

    posters. Tons of other requests follow

    1.20pm: Boeing issues statement via Twitter

    2.04pm: SFO Fire Department speaks to the press

    3.00pm: NTSB holds press conference, and keeps updating Twitter with


    3.39pm: Asiana Airlines statement released

    3.40pm: White House releases statement

    Timeline of Events 6 July 2013

  • Source: AFP, @JohnSaeki,

  • We Believe in Thinking Differently

    about Aviation Marketing

    Asiana Flight 214 Crash:

    Social Media bursts with Live

    updates from passengers and

    others at SFO

    Learn more about our in-house Crises Management MasterClass

  • Read full account:

    The first tweet, posted within

    30 seconds of impact

    Krista Seiden, a Google employee,

    was boarding another flight when

    the Asiana aircraft hit the runway.

    She had her mobile phone in her

    hand, and her first instinct was to

    snap a photo and tweet it out. All

    within seconds of impact.

  • Journalists scamper to interview Krista over


  • Within 24hrs, Krista and her photo were quoted in

    over 4,450 news articles (Source: Google News)

  • First photo

    from a

    passenger hits

    Twitter, via

    Path David Eun, a Samsung executive was the first passenger to post a photo of the burning wreckage, 18 mins after the crash.

  • Given the large number of

    passengers from mainland

    China, it was inevitable that

    there would be posts made

    on leading networks there,

    like Weibo, QQ and Xiaonei.

    One of the passengers

    constantly updated his status.

    First Photos posted

    on Weibo by a

    Chinese passenger

  • Ironically, he was

    the one who was

    seen running with

    his carry-on bag,

    in the first photo

    taken by David.

    He says he did

    not want to lose

    his passport.

    He justifies his decision to run with his carry-on


  • A number of passengers

    at and around the airport

    start connecting over

    Twitter hashtags and

    conversations ensue.

    Here is a very interesting



    Other passengers

    at SFO start



    Facebook COO, Sheryl Sandberg made a post that went


  • We Believe in Thinking Differently

    about Aviation Marketing

    Asiana Flight 214 Crash:

    Journalists, NTSB, SFO and other

    airlines provide Constant Updates

    Learn more about our in-house Crises Management MasterClass


    Influential journalists provided constant

    updates on Twitter and Facebook

  • Boeing updates its website front page and


  • Airlines that fly to SFO update their Twitter


  • The NTSB Provides regular updates via Twitter One organisation that did a good job with updates was the National Transport Safety Board in the US.

    They constantly updated their Twitter account, even on a Sunday, as soon as more information was obtained by those on the scene, culminating in a press conference.

  • Constant stream of

    photos from the NTSB

    Click here to view more photos from NTSB

    The NTSB also were the first to

    become the official source of

    close-up photos from the

    tarmac, which were all released

    through Twitter.

  • San Francisco Airport

    switches to crises mode

    SFO starts updating Twitter and

    Facebook constantly with the

    latest on the situation.

    The airport makes good use of

    hashtags, and tries to reply to

    individual passengers as much

    as possible.

  • San Francisco Airport

    switches to crises mode

    The airports Twitter account also regularly re-tweets other authorities, like the NTSB, and airlines updating passengers about the situation.

    This allows them to address the concerns of a large number of travellers, who often had similar questions about flight operations and delays.

  • We Believe in Thinking Differently

    about Aviation Marketing

    Asiana Flight 214 Crash:

    Asiana finally responds

    Learn more about our in-house Crises Management MasterClass

  • Press Release

    posted on Twitter

    and G+ Asiana Airlines finally

    updates Facebook and

    Twitter, with an initial

    statement that thanks

    people for their concern

    and support.

    A press release is posted 8

    hours after the crash.

  • No status updates

    prior to the

    statement Unfortunately, for six hours

    prior to the airline making a

    statement, most of their

    messages online seem


    And this gets noticed by

    the press and others too

  • Silence speaks louder than words

  • Meanwhile, Facebook fan numbers for the airline shoot up dramatically

    Certainly, concerned

    family members,

    travellers and the public

    flocked to Asianas

    Facebook page to look

    for information, but were

    disappointed for the first

    six hours.

  • The first update from

    Asiana on Facebook about

    the crash was its second

    most shared post this year.

    Ironically, it was also their

    most liked post till date

    as well.

    Source: Unmetric

    The airlines first

    Facebook update

    was a big hit

  • Twitter followers

    grow dramatically

    as well

    Most journalists and

    news editors, along with

    others interested in the

    news were expecting

    more regular updates

    from Asiana Airlines

  • Not replying?

    It seems that Asiana didn't capitalize on Twitter's reach and didn't tweet any more than usual over th


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