establishing & building a facebook presence
DESCRIPTION
Presentation held at the Airline Business New Commercial Models conference in London, 27. January 2012TRANSCRIPT
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ESTABLISHING & BUILDING A
FACEBOOK PRESENCE LESSONS LEARNED FROM SAS
Christian Kamhaug @ckamhaug
Head of Social Media
SAS Corporate Communications
twitter.com/SAS | facebook.com/SAS | youtube.com/flySAS
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EUROPE’S MOST PUNCTUAL
AIRLINE
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IDENTIFYING
STRATEGIES TO RAISE
YOUR PROFILE &
COMMUNICATE YOUR
CORPORATE MESSAGE
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“We have a strategic plan
– it’s called doing things”
Herb Kelleher
Southwest Airlines
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SAS SOCIAL MEDIA OBJECTIVES
All communication within the social media arena shall
support SAS business strategy & brand promise.
1. Decrease negative mentions in online conversations.
2. Make excellent branded content that tells our story and make it
visible and sharable.
3. Establish SAS as an active and trustworthy company in online
conversations.
4. Increase the traffic to our commercial web sites with the
objective to convert traffic to customers.
5. ….and provide excellent customer service
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WHAT MAKES A GOOD FACEBOOK-PRESENCE?
• Visibility
• Ideas
• Follow-up
• Customer service
• Monitoring
• Involvement
• Branding
• Sales
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FIND OUT WHAT YOUR CUSTOMERS WANT –
AND DELIVER!
• Don’t over-sell
• Be honest
• Don’t spam
• Remember to speak to your fans – that’s why they follow
• Keep your promises
• Find out who your key influencers are – and use them
• Speak to your customers in their language
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SAS FACEBOOK “LIKE” GROWTH
January 2010 – January 2012 Source: Facebook Insights
Ashcloud
London
snow
100.000
Ashcloud 2
FB Ads
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• Sponsored Stories drives likes
& greatly increases reach
• Viral growth increases
following ads
• Facebook ads have great ROI
• Segmentation heaven!
BOUGHT ADS DRIVE VIRAL GROWTH
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ORGANIZING INTERNAL
TEAMS TO MANAGE NEW
MEDIA COMMUNICATION
EFFECTIVLY
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WHAT DO THE CUSTOMER WANT?
• Quick & informed answers
• Availability
• A friendly environment
• To be taken seriously
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Corporate
Communications
SOCIAL MEDIA AS A HUB
Social Media
HR
Marketing
EuroBonus
Customer Relations
Operations
Online
Sales Product Development
Cust omer
Contact
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WHAT TO LOOK FOR IN YOUR TEAM!
• Wide knowledge-base
• An interest in & understanding of social media
• Wide internal network
• Can-do attitude
• Enthusiasm
• Commercial thinking
• Common sense
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Internet Support
Marketing & Communications
Expert Team
Day-to-day replies
Status updates
& news
Functional experts
FACEBOOK MONITORING
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SET YOUR STANDARD & LIVE UP TO IT
• Set your standard for responses
• Publish it
• Live up to it
• Measure it
• Apologize when you fail
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MAKING & GENERATING
LOYALTY FROM
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LOCAL MESSAGES IN LOCAL LANGUAGES
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SAS FACEBOOK SURVEY APRIL 2011
Are you more or less satisfied with SAS after following SAS on Facebook
Much more satisfied
Somewhat more satisfied
Same as before
Somewhat less satisfied
Much less satisfied
64% MORE satisfied
77% are EuroBonus members
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CUSTOMERS HELP CUSTOMERS
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HOW DO WE COMMUNICATE?
• Consistent message in all channels
• Folksy & charming
• Try some humor
• Drop no hooks – bite no hooks
• Answer everything – positive as well as negative
• Whrite only what you know
– “I don’t know” is ok!
• Be personal and care
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A FEW TIPS & TRICKS
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HOW TO SUCCEED (OR AVOID FAILURE)
• Find your “enthusiast”
• Set your goals
• Allocate resources – Facebook is not free
• Find your tone-of-voice & live up to it
• Be among the 1%
• Be honest
• Set clear guidelines for your employees
• Follow up
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FOLLOW PROMOTION GUIDELINES
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SOCIAL MEDIA IS NOT JUST FACEBOOK
• facebook.com/SAS
• twitter.com/SAS
• YouTube.com/flySAS
• bit.ly/SAS-GooglePlus
• flysas
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ASK ME ANYTHING
• +47 95 71 55 77
• @ckamhaug
• facebook.com/ckamhaug
• no.linkedin.com/in/ckamhaug
• blogg.scanair.no
• ckamhaug