The Social Iceberg Why Social Care Needs Serious Attention

TODAY’S HOST:Chris KernsSpredfast

@chriskerns

Sean LinFacebook

Asiana PoncianoHawaiian Airlines@AsianaPoncian

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Andrea FinneganAirbnb

@FinnyAndy

Session Speakers

1:1Chris Kerns

VP, Research & InsightsSpredfast

@chriskerns

2015 Twitter Content

1:Many

1:1

1:1 Twitter Content Growth 2015

Travel Industry: Growing 1:1 Social Response in 2016

75%Of TV Viewers Engage with a

Second Screen at least Once a

Month

57%Of Weekly Social Impressions for Programming Related to

Live Air Viewing

7.5XLift in Follow Rate when

On-Air Programs Live Tweet5.3%

Reduction in Total Complaints

After Implementing Social Care

30% Of Customers Prefer Social

Care to Traditional

Phone Care

5% Customer Retention

Increase Leads to

25% Increase in CLV

7.1% Increase in Customer

Retention Rates After

Implementing Social Care

*Sources: McKinsey & Company, Aberdeen Group, and Reichald, HBS Press

Industry Research Metrics

“1:1 social media interaction is the new

autograph.” - Jen Tulicki, Social Media Manager - Chicago

Bears

Social Care at Airbnb

From 1-2-1 Interactions to Building Fans for LifeAndrea Finnegan

Global Manager, Social Media Care

Airbnb@FinnyAndy

135k

Everyday Care Questions Community Outreach

Surprise & Delight

It’s About Being the Voice of Airbnb...

Customer Care

Community Outreach

Surprise & Delight

From 1-2-1 Interactions to Building Fans for Life

Serving the Customer with

Aloha Hawaiian Airlines Social

CareAsiana Ponciano

Social Media Marketing Specialist

Hawaiian Airlines@AsianaPonciano

Hawaii: The Destination We Serve

The Guests We Serve Are Unique

Balancing Content & Customer Care● Acquires new audience

members● Keeps members engaged● Increases brand awareness ● Educates prospecting travelers

● Acknowledges guests● Retains members● Upholds brand promise● Influences public opinion● Keeps us competitive

275 inbound messages received issue labels during the month of August 2016

Managing Inbound Messages

146 content pieces published during the month of August 2016

Managing Outbound Messages

Impact of Organizational Structure CURRENT LIMITATIONS

● Current structure stacked and siloed

● Not scalable nor optimized for closed loop resolutions

● Monitoring done by marketers not customer service agents

FUTURE OPPORTUNITIES ● Add a new customer service

channel● Move to hub and spoke structure ● Create an approach that can grow

to meet customer need● Train customer care agents to

monitor inbound customer care interactions

Caring for Customers with Aloha

“Aloha is the essence of relationships in which each

person is important to every other person for the collective existence”

- Excerpt from The “Aloha Spirit Law” of Hawaii, 1986

Question + AnswerChris Kerns

Spredfast @chriskerns

Sean LinFacebook

Andrea FinneganAirbnb

@FinnyAndy

Asiana PoncianoHawaiian Airlines@AsianaPonciano