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

EUROPE’S MOST PUNCTUAL

AIRLINE

IDENTIFYING

STRATEGIES TO RAISE

YOUR PROFILE &

COMMUNICATE YOUR

CORPORATE MESSAGE

“We have a strategic plan

– it’s called doing things”

Herb Kelleher

Southwest Airlines

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

WHAT MAKES A GOOD FACEBOOK-PRESENCE?

• Visibility

• Ideas

• Follow-up

• Customer service

• Monitoring

• Involvement

• Branding

• Sales

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

SAS FACEBOOK “LIKE” GROWTH

January 2010 – January 2012 Source: Facebook Insights

Ashcloud

London

snow

100.000

Ashcloud 2

FB Ads

• Sponsored Stories drives likes

& greatly increases reach

• Viral growth increases

following ads

• Facebook ads have great ROI

• Segmentation heaven!

BOUGHT ADS DRIVE VIRAL GROWTH

ORGANIZING INTERNAL

TEAMS TO MANAGE NEW

MEDIA COMMUNICATION

EFFECTIVLY

WHAT DO THE CUSTOMER WANT?

• Quick & informed answers

• Availability

• A friendly environment

• To be taken seriously

Corporate

Communications

SOCIAL MEDIA AS A HUB

Social Media

HR

Marketing

EuroBonus

Customer Relations

Operations

Online

Sales Product Development

Cust omer

Contact

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

Internet Support

Marketing & Communications

Expert Team

Day-to-day replies

Status updates

& news

Functional experts

FACEBOOK MONITORING

SET YOUR STANDARD & LIVE UP TO IT

• Set your standard for responses

• Publish it

• Live up to it

• Measure it

• Apologize when you fail

MAKING & GENERATING

LOYALTY FROM

FACEBOOK

LOCAL MESSAGES IN LOCAL LANGUAGES

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

CUSTOMERS HELP CUSTOMERS

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

A FEW TIPS & TRICKS

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

FOLLOW PROMOTION GUIDELINES

SOCIAL MEDIA IS NOT JUST FACEBOOK

• facebook.com/SAS

• twitter.com/SAS

• YouTube.com/flySAS

• bit.ly/SAS-GooglePlus

• flysas

ASK ME ANYTHING

• chk@sas.se

• +47 95 71 55 77

• @ckamhaug

• facebook.com/ckamhaug

• no.linkedin.com/in/ckamhaug

• blogg.scanair.no

• ckamhaug