tallinn socialfest 2012 - gunnar mägi
DESCRIPTION
HOW TO GET ROI BY EMOTIONAL COMMITMENT VIA SOCIAL MEDIA?TRANSCRIPT
01.06.2012
Talk To Their Heart -
How To Get ROI by Emotional Commitment Through Social Media
Gunnar Mägi -Development & Marketing Estonian Air
ABOUT ESTONIAN AIR
Everybody is a shareholder
Awarded with Platinum-Airline status by IATA
2009 World Record in cost cutting
2012 one of the fastest growing airlines in the world
World’s fastest new aircraft type implementation
MAP
POSITIVE EXAMPLE OF SOCIAL COMMITMENT
The name campaign for our new Embraers
2 phases:Propose a name
Choose among the 20 most popular names
Channels:Facebook + Facebook of “Ringvaade“
Newsletter
www.estonian-air.ee
Unpaid media coverage
POSITIVE EXAMPLE OF SOCIAL COMMITMENT
12 000 participants= ~3% of Estonian FB users
Free media coverage in Estonia and also outside:16 articles in Estonia
11 articles abroad (Russia, Ukraine, Latvia, Norway, USA)
1400 new newsletter subscribers
Investment:Free flight tickets (prizes)
0 EUR
Why did it turn out so popular – among people AND media?Keyword: social commitment
Unsaid message: we want you, Estonians, to choose the names of the aircrafts of the national carrier. Crowd-sourcing is appealing.
Emotion
POSITIVE EXAMPLE OF SOCIAL COMMITMENT
So what? There was no sales.
1400 new newsletter subscribers NB! „Joining our newsletter“ was not the main message
Newsletter vs Facebook as sales channel:Quality vs quantity
Compared to liking pages people choose more carefully which newsletters they subscribe compared to avoid the information overload in their mailbox -> valuable customers
“Banner blindness“ in Facebook
Time relevance in Facebook – when you post your message at the time when your client is more likely to miss it. Mailbox is static in a sense that the messages will not disappear from your Inbox when some time goes by
POSITIVE EXAMPLE OF SOCIAL COMMITMENT
Examples of own channel campaigns:St Valentine´s Day Campaign - €132000
Independence Day campaign – €178000
Finnish market 99 EUR – €30000
WHAT IN THE WORLD IS AirScore?
Share-and-get-awarded
FB based application.
Extremely low cost of marketing.
Average ambassador has 240 friends.
Tiers, badges, points for gamification
Full profile data.
Average Ambassador engages with the app 8 times per month.
100% of the content an Ambassador pushes reaches their friends via the news feed.
Easily reward anyone with points, for getting the App.
Statistics:3300 people have joined and share with 483 000 unique contacts
WHAT IN THE WORLD IS AirScore?
2011 Best social media campaign. Mega Awards. Miami, FL, USA
2011 Best Airline driving revenue via social media.
SimpliFlying Annual Awards for Excellence in Social Media. Amsterdam, Holland
30,000+ votes from 4500+ cities to 69
nominations
2011 3rd place. Best Use of Social Media.
Flightglobal Aviation Web Awards (Webbies).London, England.
NEGATIVE EXAMPLE OF SOCIAL COMMITMENT
NEGATIVE EXAMPLE OF SOCIAL COMMITMENT
Hockey campaign Call to Action: join our newsletter and win free tickets to Ice Hockey World Championship.
Paradox: people joined because the action was rewarded, but the winners didn´t take out the prize.
What went wrong?Ice hockey in Estonia is not yet a popular sport.
Expensive product
No emotional connection
LESSONS LEARNED
Move what you care about in your company values into your marketing efforts.
Stay in touch with your customers.
Associate yourself with something/someone that people already care about. What if my struggling rock band’s website had a quote from Ott Lepland, “One of the most innovative bands of 2012″? Jackpot!!
Emotional social commitment + good product= max ROI