CUSTOMER INVOLVEMENT

THROUGH SOCIAL MEDIA LESSONS LEARNED FROM SCANDINAVIAN AIRLINES

Christian Kamhaug @ckamhaug

Head of Social Media

SAS Scandinavian Airlines

twitter.com/SAS | facebook.com/SAS | youtube.com/flySAS

HSMAI Europe Marketing Strategy Conference, Oslo, May 24, 2012

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Source: Forrester “The Customer Experience Index 2007”, http://www.forrester.com/Research/Document/Excerpt/0,7211,43877,00.html,

Brandweek, http://www.brandweek.com/bw/news/recent_display.jsp?vnu_content_id=1003677228

“In the old days, someone might have a

bad customer experience and tell 10

people. But now, with the rise of blogs,

MySpace and Facebook, that person might

be able to tell 10,000 people. This totally

changes the dynamic, and importance, of

customer experience.”

Bruce Temkin, vp/principal analyst at Forrester Research

NEW MEDIA HABITS

• In Norway we now consume media an extra 90

minutes every day compared to a few years ago

• 30% of this time is spent on social media

• Media use is mobile-driven

• EVERYTHING is connected to social media

THE BIG KAHUNA

• More than 850 million users world-wide

• Every 8th person on the planet

• The world’s 3rd biggest country

• More than 9 million active users in Scandinavia

– Norway: 2,8 million monthly users

– Norway: 2 million daily users

• Every 4th Norwegian Facebook-user is mobile!

SOCIAL MEDIA IS IMPORTANT

FACEBOOK IS HUGE WE NEED TO BE THERE!

SAS SOCIAL MEDIA OBJECTIVES

All communication within the social media arena shall

support SAS business strategy & brand promise.

1. Listen to, Engage and Involve customers to make a better SAS

2. Drive traffic to SAS websites in order to create sales

3. Build lasting relationships through excellent customer service

4. Increase SAS image as a valued partner for all stakeholders

SAS VISION:

TO BE VALUED FOR EXCELLENCE BY ALL STAKEHOLDERS

PLATFORM STRATEGY

CHANNEL STRATEGY

ONE channel per social media platform

Global & local messages

Head of Social Media coordinates channels

PLATFORM EVALUATION

Benefits Costs

PLATFORM EVALUATION

investment Maintenence SAS

involvement

Dialogue Objectives Do it?

Blog High High High High 1,2,3,4 wait

Facebook Low Medium High High 1,2,3,4 Yes

Twitter 0,- Medium High High 1,(2),3, 4 Yes

YouTube 0,- Medium/high Low/medium Low 2, 4 Yes

Google+ 0.- Low Low Low 1,2,3, 4 Test

Instagram 0.- Low Low/medium Low 4 Test

Pinterest 0.- Low Low Low 2, 4 Test

Forum 0.- Low/medium High High 1,2,3,4 wait

LinkedIn ? Low Low Low 4 wait

SAS SOCIAL MEDIA CHANNELS

• facebook.com/SAS

• twitter.com/SAS

• YouTube.com/flySAS

• statigr.am/flySAS

• Bit.ly/SAS-GooglePlus

• pinterest/flySAS etc….

WHAT CAN THEY BE USED FOR?

Facebook Twitter YouTube Google+ Instagram Pinterest

Dialogue ? ? ? ?

Customer

service

?

Sharing ?

Sales ? ? ? ?

Local messages

Image/brand

Competitions

Recruitment

Involvment ?

Ads

SOCIAL MEDIA ECO-SYSTEM

flysas.com

Newsletter

SOME ORGANIZATION HOW WE DO IT @ SAS

WHAT THE CUSTOMER WANTS

• Quick & informed answers

• Availability

• A friendly environment

• To be taken seriously

• Interesting content

SOCIAL MEDIA AS A HUB

Social Media

HR

Marketing

EuroBonus

Customer Relations

Corporate

Communications

Operations

Online

Sales Product Development

Cust omer

Contact

FACEBOOK SOCIAL MEDIA MONITORING

Internet Support

Corporate Communications

Expert Team

Day-to-day replies

Status updates

& news

Functional experts

RESOURCE USE AT SAS

• 27 million customers yearly

• 12.000 employees

• Three big home markets

• One of Scandinavia’s strongest brands

• Open 24/7

• Everyone (at least in Scandinavia) knows SAS

RESOURCE USE AT SAS

• 1 FTE Head of Social Media

• About 1/2 FTE at the Call-Center

• Utilizing existing resources

– 10-20 minutes per hour

– 08:00 – 22:00

– Answers most questions within one hour

SAS ON FACEBOOK

• More than 185.000 “fans”

• The largest travel brand on Facebook in the

Nordic region

• What are people talking about? – EuroBonus

– Bags

– Good experiences with SAS

– Fares

– New destinations

WHAT WE GIVE BACK

• Customer service every day 08:00 – 22:00!

• News & offers

– Global and local offers

• Fun-facts

• Job offers

• Travel tips

• New Scanorama magazine 1st of every month

• Flashback Friday every Friday

• Video & photos from events

LOCAL MESSAGES IN LOCAL LANGUAGES

HOW WE COMMUNICATE

• Consistent messages through all channels

• Folksy & charming

• Try some humor!

• Drop no hooks – bite no hooks

• Answer everything – positive as well as negative

• Write only what you know

– “I don’t know” is ok!

• Be personal and care!

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

HOW TO SUCCEED

USING SOCIAL MEDIA OR AVOID FAILURE…

TIPS & TRICKS

• 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% – 90% reads / 9% likes, comments & shares / 1% create the content

• Be honest

• Set clear guidelines for your employees

• Analyze & follow up

HOW DO WE MEASURE

SOCIAL MEDIA THE ELUSIVE ROI…

Social media is like teen sex.

Everyone wants to do it.

No one actually knows how.

When finally done, there is

surprise it's not better.

- Avinash Kaushik

Digital Marketing Evangelist, Google

RETURN ON WHAT?

• What are your goals?

• Non-monetary goals are also valid goals

• Find the KPIs that cover these goals

– Direct sales, sales leads, sign-ups…

– Interactions, reach, likes….

– Brand preference, image, loyality, customer

satisfaction….

SAS FACEBOOK SURVEY 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

DIRECT RETURN ON SOME

• Direct Online Sales

– Based on WebTrends tracking

• Earned Traffic Replacement Cost

– Web traffic from SoMe-sites x Branded Search Cost

• Social Media response Replacement Cost

– Customer Questions Responded x Cost of Calls

TOOLS OF THE TRADE

• Free tools

– Google Alerts, Facebook Insights, Twitter Search

• Low-cost tools

– SocialBakers from USD50/month

– SproutSocial from USD39/month

• Larger systems

– Meltwater Buzz, Vocus, Radian6

NOW WHAT? TAKING IT TO THE NEXT LEVEL…

SOCIAL RELATIONS

• First, you need to Listen

• Then Engage your customers

in social conversations

• Now we Involve our 200.000

friends in social media

• 200.000 fans can’t be wrong

• Let’s use our customers to

make an even better SAS (and

invite them in)

THE LEIA FRAMEWORK

Involve

Engage

Listen

CROWDSOURCING

• Involve your customers in your product

development

• Show them new products early

• Ask their advice

• The customers will feel ownership to

your (or ”their”) product

• Interesting and powersfil markeing

channel for new products

• Sharing

Labs

MYSAS IDEA

45

“It had long since come to my attention that people of accomplishment rarely sat back and let things happen to them.

They went out and happened to things.”

– Leonardo da Vinci

SOMMERFLYET2012

• Where shall we fly this summer?

• Suggest a destination!

• 800 suggestions in one week

• More than 180 destinations suggested

• Top 10 destinations went to a vote on

Facbook

• Alanya (GZP) , Turkey was the winner

• Flights start 03JUL 2012

• Will be operated twice a week year-round

DESIGN OUR CUPS

• How to market that SAS re-

introduces free koffe & tea

• 750 designs in one week

• Top 10 went to a vote on

flysas.com/design

• More than 8000 votes

• The winner got EuroBonus-

points and her design on 3

million cups!

EVERYDAY INVOLVEMENT

• Produce interesting content in social media – Creates discussion, likes, sharing …

• Make all online content sharable – Use shaing buttons on your site (AddThis.com)

• Talk to your customers where they chose to talk

to you – Monitor main social media and respond

• Reply to all inquiries – positive as well as

negative!

ASK ME ANYTHING

• chk@sas.se / christian@kamhaug.no

• twitter.com/ckamhaug

• facebook.com/ckamhaug

• no.linkedin.com/in/ckamhaug

• Statigr.am/ckamhaug

• blogg.scanair.no

• slideshare.net/ckamhaug