1. American Airlines uses social media CRM for customer engagement/AA How do we respond?@AmericanAir Receive issue tweet, respond initially Assign to customer relations or reservationsAmericanAirlines Use direct message to collect private information Create CR file Resolve issue via privateFrequent Flyer Forums message or a personal phone call Record data (screenshots, etc.)

2. Every customer touchpoint is an Coming from someone with a highopportunity, no matter how number of followers or influence Issue has come up several timeschallenging ! before American Airlines Flight 24 bound from SFO- JFK on August 19, 2010 Constantly monitoring for issues Someone phones in bomb threat negatively impacting brand Passenger begins posting tweets + photos from reputation her phone Monitor site traffic for spikes driven CNNs Rick Sanchez begins reporting based on from a single message or topic tweets received from passengers American Airlines tweets passenger: 1.3 million Twitter followers

3. CR Surprise & DelightMichael Hyatt(+100,000 followers)AA Concierge Key memberSan Francisco to Nashville via DFWNashville flight cancelled, he tweets: AA Social Media responds immediately via Twitter to offer support In the meantime, Michaels flight is still en route from SFO AA personally met Michael at his gate

4. Monitoring Tools Hootsuite, Tweetdeck, Radian6, Tweetreach, Facebook platformWhat Social CRM has done for us Know our customers better Build advocates Become more agile Go back internally with all of this instant feedback and make changes and improvements Make our business better