© 2012 Simplify360

Airline Industry

Social Media

Analysis

© 2012 Simplify360

To analyze the social media buzz around the Airline Industry. •  Discover trends among the people talking about Airline Brands. •  Understand why people are talking about Airline Brands. •  Know the share of voice for different Airline Brands. •  Identify areas that can be leveraged by Airline Brands.

Objectives

© 2012 Simplify360

LISTENING Some key Airline Brands were chosen for the research. The keyword combinations used were : Ø  Cathay Pacific, Lufthansa, Thai Airways, Singapore Airlines, Tiger Airways DATA SAMPLE 25 days worth of conversations were collected for the analysis between July 1th 2012 – Jul 27th 2012 The total volume of conversations collected were 23,088 from blogs, news sites, Facebook, Twitter and Discussion Forums.

Methodology

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Airline Industry

BUZZ ANALYSIS

© 2012 Simplify360

Buzz Analysis

23,088 TOTAL MENTIONS

14,303 TWEETS

More people talk about Airline Brands on Twitter and Blogs than on any other platform. Beside these platforms, quite a few people are also talking about airlines on Facebook.

4,786 BLOG POSTS

1,760 FACEBOOK

POSTS

1,164 NEWS

COVERAGE 731 VIDEOS

172 DISCUSSION & FORUMS

101 FLICKR

71 OTHERS

© 2012 Simplify360

23%

19%

14% 13%

11%

4%

4% 4%

4% 2% 2%

news class flying love ticket reservation delayed cancel booking meal hate

Why are People talking about Airline Brands?

Most of the conversations around Airline Brands were about experiences with Airlines Service, announcement of travel plans, service complaints. Beside these, most of the other conversations revolved around Airline Industry News.

Distribution of some common topics discussed around Airline Brands

#news Breaking News: Breaking news - http://t.co/aAVWBpTy Cathay Pacific orders 10 new Airbus… http://t.co/2XNRGDnU

@BloombergTV Cathay Pacific! But, I think Singapore Airlines' first class is THE BEST. At least where I have flown.

@VirginAustralia hi there, if I'm flying with Singapore Airlines can I accrue Velocity points with that flight? And if so, when?

@680News Canadian passengers NEEEEED HELP!! Being gel hostage by Cathay Pacific with no explanation to why our flight is delayed!?!? HELP!!

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Who is most vocal about Airline Brands?

The data visualization shows that most of the people talking about the Airline brands on Twitter are : •  News Channel •  Aviation Enthusiasts •  Travel Bloggers

Word Cloud of the BIO of Twitter Profiles talking about Airline Brands.

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54% 27%

7% 5% 6%

Twitter Blogs News

Facebook Others 36%

24%

19%

12%

9% 69%

27% 2% 2%

Blogs Twitter

Facebook Others

67% 21%

5% 4% 3%

Twitter Blogs News Facebook Others

47% 36%

7% 5% 4%

Twitter Blogs News

Facebook Others

56% 25%

12% 6%

Twitter Blogs News

Facebook

Brand wise BUZZ distribution

The data shows the dominance of Lufthansa in terms of Social Buzz, followed by Cathay Pacific and Singapore Airlines.

© 2012 Simplify360

40% 25%

22% 7%

5%

Region wise BUZZ distribution

19% U.S.A.

9% INDONESIA

7% SINGAPORE

6% GERMANY

5% AUSTRALIA

3% U.K.

3% INDIA

3% THAILAND

3% COLOMBIA

2% BRAZIL

2% CANADA

2% PHILIPPINES 2% MALAYSIA

1% RUSSIA

1% HONG KONG

1% NETHERLAND

1% FRANCE

1% GREENLAND

1% TURKEY

1% BELIZE

1% JAPAN

1% VENEZUELA

1% ECUADOR

1% GREECE

1% AUSTRIA

1% ARGENTINA

1% ITALY

20% OTHERS

Lufthansa Singapore Cathay Pacific Thai Airways Tiger Airways

41% 19%

18% 12%

9%

56% 14% 13%

10% 6%

63% 37%

24% 18%

10%

31% 24% 24%

14% 7%

76% 11% 9%

3% 2%

45% 20%

17% 10%

8%

31% 23%

19% 16%

11%

92%

3%

3%

1%

1%

41% 27%

26% 5%

2%

52%

24%

19%

3%

2%

59%

24%

10%

6%

0%

The data clearly shows that in different regions, the brand buzz share changes accordingly.

© 2012 Simplify360

Audience Demographic Intelligence

21%

41%

38%

17%

49%

35%

17%

58%

25%

17%

53%

30%

14%

57%

29%

Negative Sentiments Positive Sentiments Neutral Sentiments

14% 86%

21% 79%

15% 85%

11% 89%

25% 75%

89%

9% 2%

13-25 26-35 >36

73%

26% 1%

13-25 26-35 >36

88%

9% 3%

13-25 26-35 >36

85%

12% 3%

13-25 26-35 >36 81%

18% 2%

13-25 26-35 >36

GENDER AGE

The information shows that percentage of men talking about airline brands are higher. The majority of the population discussing airline brands is around 13-25 years old.

On an average 51% of the conversations were POSITIVE and 17% of the conversation were NEGATIVE.

© 2012 Simplify360

boardingarea.com www.techinasia.com thailandbusinesses.blogspot.com airlineroute.net traveluxer.blogspot.com www.airplane-pictures.net airnation.net www.vietnam-airways.com cheapthailandflights.org aircre.ws

@UFM947

@NewsFromTheSky

@CharlesRyanTeo

@_Travel_News

@RufuszAvPhotos

@Andre_Giam

@AviationMedia

@airlineroute

@alpakman

@BizTravelBlogs

BLOGS which covered Airline Brands the MOST.

Twitter Profiles most actively talking about Airline Brands

Influencers in Airline Industry

© 2012 Simplify360

Social Media Analysis

Summary

© 2012 Simplify360

The analysis on Airlines Industry: •  There is enough Social Buzz for the Airline Industry to leverage,

especially in context of customer complaints and flyers’ experience with the brands.

•  The demographic analysis shows it is most likely that men between 13-25 years will mention Airlines. As a result, campaigns and promotional content can be designed targeting this demographic.

•  Most online buzz is generated by customer experiences or aviation enthusiasts. This can really help community managers create content and engage better with audiences online.

•  Lufthansa emerged as the winner in terms of social media buzz, but we can see the trend varying with respect to different regions.

Summary

© 2012 Simplify360