Air Canada Social Media Audit and Strategic Recommendations

SCS_2966_003: Social on the Inside: Digital Strategies for the Enterprise

Social Media Audit

Instructor – Andrew Jenkins By:

1. Madhu Chakravarthi

2. Neil Roy

3. Nabil Yammine

4. Sameer Madni

5. Radhika Panjwani


Agenda

Recommended Strategy

About

Air Canada

Business case for social media

Influencers, Audience and

Advocates

Performance in Social Media

Competitive Landscape

Best Practices & Missed

Opportunities

2


Largest in Canada

2013 Revenue - $12.38 billion

Emerged from bankruptcy in 2004

Best performing stock (TSX) in 2013

3

About Air Canada

SCS_2966_003: Social on the Inside: Digital Strategies for the Enterprise 4

Why Social?


Business Case for Social Media

The Conversation Prism by Brian Solis & JESS3


Business Case for Social Media

Almost everyone

has Internet


Influencers, Audience and

Advocates

Audience

• Frequent Flyers

• Business Travellers

• Vacationers

• Families

• Long Distance Travellers

• International Students

Influencers

• No celebrity influencers as such on platforms like Facebook, Twitter and Blogs

• YouTube viral videos have been influencers – JustPlanes uploading new fleet info, TheDStewart99 posted luggage toss video, SuperWoman posted bad experience video

Advocates

• There are no distinct or celebrity advocates

• Majority of experiences shared on social media are bad experiences


Our

Analysis



What Air Canada is doing well?

• Indication of excellent and prompt responsiveness to customer service

• Quick Turn-around-Time between complaint tweet and response/resolution

• Active promotion of sponsorships and social responsibilities

• Publishing new fleet details, features

• Demonstrates new fleet experience

What Air Canada is not doing well?

• Inconsistent customer service, not being prompt on all instances

• No consistent engagement on all social media platforms

• No promotion of user-generated stories about Air Canada

• Low frequency of posts in few channels like YouTube


Vs.



Outbound 9 Brand Posts 8,513 total engagement 946 engagement/post

Outbound 9 Brand Posts 4,085 total engagement 454 engagement/post

Community Health 911K fans 14.9% total engagement on page 1,126 average PTAT (people talking about this) 0.1% of fans in PTAT 0.9% Engagement as % of fans

Community Health 538K fans 32.3% total engagement 200 average PTAT 0% of fans in PTAT 0.8% Engagement as % of fans

Status Posts – Most engaging content Top Day/Time for engagement – Wednesdays 4am – 5am

Most engaging content – Links Top Day/Time for engagement – Mondays 9 - 10 a.m.

• Air Canada has a larger fan base in Facebook and is more active • More people are talking about Air Canada • WestJet has higher percentage of engagement



Presence Joined March 26, 2006 Active 1 month ago

Presence Joined March 19, 2006 (1 week earlier) Active 4 days ago

0% 20% 40% 60% 80% 100%

Subscribers

Videos

Subscribers Total Views Videos

Air Canada 3,628 740,790 81

West Jet 36,745 46,769,635 266

YouTube Stats - Air Canada Vs. WestJet

Air Canada

West Jet

• WestJet has 10x more subscribers, 63x higher views and 3x more videos • Air Canada is losing to WestJet primarily as a result of insipid and infrequent

content



• Air Canada is more active however, WestJet has more popularity and engagement on Twitter

Followers 216,000 347,800

Demography Male – 46 per cent, Female – 54 per cent

Male – 34 per cent, Female – 66 per cent

Activity 60.8 tweets/day 37.5 tweets/day

Engagement 126 retweets per 100 tweets 323 replies per 100 tweets

141 retweets per 100 tweets 471 replies per 100 tweets

Influencers Celebrities – 1 per cent, Power Users – 13 per cent, Casual Users – 69 per cent, Novices – 17%

Celebrities -2 per cent, Power Users – 40 per cent, Casual Users – 58 per cent

Audience Profile 80.1 per cent married 21.4 per cent parents 26.5 years average age $35.1k/year average income

82 per cent married 26.4 per cent parents 27.2 years average age $36.9k/year average income

Geography 57 per cent followers in Canada 71.7 per cent followers in Canada



• Similar alliances and similar topics being discussed

Topics Discussed

#Habs #onpoli #TSN #GTA #BBCAN2 #GoHabsGo #BlackBerry #StaySafe #Raptors #countrymusic #realestate #AMBERALERT

#NHL #onpoli #TSN #BBCAN2 #Habs #GTA #LukeBryan #AMBERALERT #realestate #Canucks #RunKeeper #edtech #StaySafe



• WestJet is not just followed by celebrities but also by other major North American airlines as a sign of respect by peers in the airline industry.

Top Followers - Air Canada Verified Accounts- Twitter - 1.14M followers Michael Jai White - 1.14M followers Kevin Zegers – 213K followers Cabbie Richards – 146K followers

Top Followers - WestJet Arnold Schwarzenneger – 3.06M followers JetBlue Airways - 1.83M followers Southwest Airlines - 1.69M followers BlackBerryHelp - 1.46M followers American Airlines - 885K followers


Best Practices

• Create killer content

• Frequency matters

• Tell stories Content

• Listen and engage

• Connect with listeners

• Create advocates Audience

• Dedicated team

• Human voice creates trust

• Crisis management Operations


Best Practices

Breaking news, conversational tone, pose questions, embrace visuals, create targeted posts, show empathy, less promotions, more stories, allow check-ins, use Insights, leverage viral content

Amplifying videos through other channels

Subscribing to related channels

Out of box videos to engage customers

Having fun at own expense

Explicitly saying we are logging off for the day

Connecting with peers, influencers

Engaging on news, events

http://www.youtube.com/watch?v=mAiXnVjNrYY


Missed Opportunities

o No customer-centric or interesting stories

o Failed to engage

o Active on few, passive on many



Balance Scorecard (BSC)

Social Media Command

Centre

Policy/Guidelines Delight Stories

Goals for Facebook • Create more “link” based content than posts to increase engagement • Establish a human voice for brand by reducing scheduled posts and increase engagement during weekdays and

business hours Goals for Twitter • Create more brand affiliations • Increase Canada follower base to 70%+, being the #1 carrier in Canada • Connect with influencers and increase celebrity followers to 5% • Increase positive mentions during next 12-18 months, using existing sentiment as benchmark for comparison. Goals for YouTube • Increase video posts rate – at least twice a month • Create entertaining and engaging videos with customers – at least 1 per season • Engage with audience, responsive to comments made on YouTube • Cross promote related channels and videos – about travel destinations


Thank You!

Air Canada Social Media Audit and Strategic Recommendations

Social Media

Transcript of Air Canada Social Media Audit and Strategic Recommendations