case finnair: quality hunters
DESCRIPTION
Esitykseni MTL:n tilaisuudessa "Crowdsourcing – täyttä höttöä vai älykästä markkinointia?" Case Finnair: Quality Hunters.TRANSCRIPT
Case Quality Hunters
Aku Varamäki, Social Media Manager, Twitter @akuvaramaki
11. huhtikuuta 2023Presentation / Firstname Lastname 3
4
Sales at finnair.com
SHORT TERM
Commercial utilisation of social media
Buy targeted impressions and optimise
TARGET MECHANIC
Sales at finnair.com
MEDIUM TERM
BRAND EQUITY
MOOD
Recruit fans, engage & offer
Bond
5
OPEN INNOVATIONS –CROWDSOURCINGOur aim with Quality Hunters has been to create an OPEN INNOVATION PROGRAM to improve the Finnair offering – as well as the airport experience with Helsinki Airport - and create a genuine dialog with our key target audience, business travelers.
7 VIIKKOA122 LENTOA49 LENTOKENTTÄÄ
www.qualityhunters2.com
• Total amount of posts: 576– about 15,9 per day
• Post by the Quality Hunters: 552– About 13,7 per day
• Posts by the Guest Writers: 24• Total amount of comments: 5,508
– About 131 per day
Shortlisted Ideas
• Meat free Monday• Magazine and book
swap• Boarding bracelet• A public place of the arts
and performances• Finnish Asian fusion
kitchen• Fresh deli mobile unit• An ongoing online service
development platform• Airport Explorer
Service app• Audiobooks or e-
magazines
• Organising random business meetings
• Theme flights• Acknowledge birthdays
and anniversaries• Destination information• New meal options for the
airport and flights• Activity / action centre• Strategic theming of
gates• Airport Hostel• On-board private hiding
place• Micro communication
at all touchpoints• Develop announcements
at the airport and onboard
• Finnair / Helsinki Airport themed products
• Communication cards on plane
• Bring Finnish nature to the airport
• Airport casino• Personal shopping
assistant• An intermediary class for
Finnair
Top-voted ideas
• Meat-free Monday• Magazine and book swap• Boarding bracelet• A public place for arts and performances• Finnish Asian fusion kitchen
Tulokset
Media Hits
September 153
October 124
November 126
December 17
TOTAL 420
(in 22 chosen countries / regions)
Visitors
12 September – 18 December• Uptime: 98 days• About 1,949 unique visitors per day
16
Statistics
*
* Around thins point the Quality Hunters stopped writing blog posts. (Beginning of December)
• Total mentions:
9,140• Tweets from @QualityHunters:
2,855• Tweets from the community:
6,285• Total Reach:
9,607,343
• Following:
996• Followers:
895• Listed:
33
Yhteisöllinen palvelukehitys
Book swap
Inflight veggie meal
Mitä QH on nyt?
• “Reach” yli 35 miljoonaa• 24,212 Twitter “mentions”/mainintaa @• Elävä yhteisö• Joukko ilmaisuvoimaisia, uskollisia brändin suurlähettiläitä
"It was nice to be recognized by the airline but being part of this company’s social network meant more to me than they would ever know.[...] And I have to admit… every time I walk past a Finnair check-in desk… I smile. I am even thinking about a trip to Finland. After all, I really have to see that book-swap lounge, right?“ @mrsaroundworld
11. huhtikuuta 2023Presentation / Firstname Lastname 20
Mitä yhteisö vaatii meiltä
• @qualityhunters-Twitter-tili• Sisällöntuotantoa ja yhteisön manageerausta• Uusia viestintätaitoja ja avoimuutta
www.qualityhunters2.com
Kiitos!
Tsekkaa myös nämä:
www.twitter.com/qualityhunters
www.facebook.com/Finnair www.twitter.com/Finnair
Twitter @akuvaramaki
Email [email protected]