01.06.2012

Talk To Their Heart -

How To Get ROI by Emotional Commitment Through Social Media

Gunnar Mägi -Development & Marketing Estonian Air

ABOUT ESTONIAN AIR

Everybody is a shareholder

Awarded with Platinum-Airline status by IATA

2009 World Record in cost cutting

2012 one of the fastest growing airlines in the world

World’s fastest new aircraft type implementation

MAP

POSITIVE EXAMPLE OF SOCIAL COMMITMENT

The name campaign for our new Embraers

2 phases:Propose a name

Choose among the 20 most popular names

Channels:Facebook + Facebook of “Ringvaade“

Twitter

Newsletter

www.estonian-air.ee

Unpaid media coverage

POSITIVE EXAMPLE OF SOCIAL COMMITMENT

12 000 participants= ~3% of Estonian FB users

Free media coverage in Estonia and also outside:16 articles in Estonia

11 articles abroad (Russia, Ukraine, Latvia, Norway, USA)

1400 new newsletter subscribers

Investment:Free flight tickets (prizes)

0 EUR

Why did it turn out so popular – among people AND media?Keyword: social commitment

Unsaid message: we want you, Estonians, to choose the names of the aircrafts of the national carrier. Crowd-sourcing is appealing.

Emotion

POSITIVE EXAMPLE OF SOCIAL COMMITMENT

So what? There was no sales.

1400 new newsletter subscribers NB! „Joining our newsletter“ was not the main message

Newsletter vs Facebook as sales channel:Quality vs quantity

Compared to liking pages people choose more carefully which newsletters they subscribe compared to avoid the information overload in their mailbox -> valuable customers

“Banner blindness“ in Facebook

Time relevance in Facebook – when you post your message at the time when your client is more likely to miss it. Mailbox is static in a sense that the messages will not disappear from your Inbox when some time goes by

POSITIVE EXAMPLE OF SOCIAL COMMITMENT

Examples of own channel campaigns:St Valentine´s Day Campaign - €132000

Independence Day campaign – €178000

Finnish market 99 EUR – €30000

WHAT IN THE WORLD IS AirScore?

Share-and-get-awarded

FB based application.

Extremely low cost of marketing.

Average ambassador has 240 friends.

Tiers, badges, points for gamification

Full profile data.

Average Ambassador engages with the app 8 times per month.

100% of the content an Ambassador pushes reaches their friends via the news feed.

Easily reward anyone with points, for getting the App.

Statistics:3300 people have joined and share with 483 000 unique contacts

WHAT IN THE WORLD IS AirScore?

2011 Best social media campaign. Mega Awards. Miami, FL, USA

2011 Best Airline driving revenue via social media.

SimpliFlying Annual Awards for Excellence in Social Media. Amsterdam, Holland

30,000+ votes from 4500+ cities to 69

nominations

2011 3rd place. Best Use of Social Media.

Flightglobal Aviation Web Awards (Webbies).London, England.

NEGATIVE EXAMPLE OF SOCIAL COMMITMENT

NEGATIVE EXAMPLE OF SOCIAL COMMITMENT

Hockey campaign Call to Action: join our newsletter and win free tickets to Ice Hockey World Championship.

Paradox: people joined because the action was rewarded, but the winners didn´t take out the prize.

What went wrong?Ice hockey in Estonia is not yet a popular sport.

Expensive product

No emotional connection

LESSONS LEARNED

Move what you care about in your company values into your marketing efforts.

Stay in touch with your customers.

Associate yourself with something/someone that people already care about. What if my struggling rock band’s website had a quote from Ott Lepland, “One of the most innovative bands of 2012″? Jackpot!!

Emotional social commitment + good product= max ROI