Social Snapshot: Airlines

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The document analyzes the social media presence and engagement of major US airlines on Facebook, Twitter, YouTube, and other platforms in November 2014. Southwest had the most Facebook fans, while American Airlines had the highest activation rate and most retweets on Twitter posts. On YouTube, Delta had the most subscribers, while a JetBlue video had the most views. American, United, and Virgin America generally had higher social engagement than competitors according to metrics like average views per video and users talking about the brand.

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Today’s consumers are always connected. This enables them to research products and purchase them anywhere, anytime towards fulfilling their needs. This presents a challenge for brands as they need to be present to serve individual consumer needs. Consumers influence and are influenced by shared opinions. Brands need to monitor and positively influence consumers’ opinions towards their benefit. This can be achieved by developing a better understanding of consumers’ needs and proactively attending these needs to avoid negative surprises. Value conscious consumers are not consumers looking for the cheapest prices. They are consumers that understand the value of a product or service and choose to adopt the one that offers the best of both worlds based on individual needs. Brands need to be transparent and educate people about the benefits their offerings give to them so that people are in a position to make informed decisions. As consumers can find what they want at the time and place they want it, their expectations become higher and higher. This creates a pressure for brands to deliver faster based on an on-demand model which is fueled by rising consumers’ expectations. As a result brands need to evolve to meet consumer expectations and deliver what consumers want at the pace they want it. Brands need to device new ways of promoting their offerings to their target audiences as people are increasingly ignoring ads. As a result, money spend on ads do not return the expected outcomes. Advertising needs to be deployed in native and creative ways that is interesting to a brand’s audiences and can trigger measurable responses that can prove efficiency. Today’s consumers seek experiences not products. They chose to buy offerings that make them better persons. So brands need to emphasise how their offerings can benefit people and not what are the features of their offerings. Most of consumers’ decisions on purchasing an offering are guided by positive reviews from other consumers. Reviews are a very important consideration of consumers when deciding on proceeding with a particular purchase. A positive reputation is one of the most powerful marketing assets a brand has to convince new customers to contact them. The social proof contained within reviews and star ratings helps consumers short cut their research and make decisions faster and with greater confidence than ever before.

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Social Snapshot: Airlines

1. SOCIAL SNAPSHOT: airlines N O V E M B E R 2 0 1 4 southwest american* delta jetblue united virgin america alaska frontier facebook # Fans 4,489,280 1,789,690 1,375,960 989,560 770,660 596,640 534,900 162,830 HIGHEST ACTIVATION RATE American Airlines Post: Mirror, mirror on the ramp – who is the fairest bird of all? [Photo: @dfwavgeek] ACTIVATION RATE: 2.28% jetblue southwest american delta virgin america united US AIRWAYS alaska frontier # Followers 1,872,380 1,757,610 974,490 826,300 605,850 556,130 536,090 128,500 54,180 twitter most retweets American Airlines Tweet: Guess who just got her red, white and blue? Hint: She’s a dream. #GoingForGreat RETWEETS: 286 YYOOUUTTUUBBEE delta american* virgin america southwest united jetblue ALASKA FRONTIER # Subscribers 28,910 27,690 20,050 11,900 8,640 6,840 2,100 830 P A R T I C I P A N T E N G A G E M E N T american* united virgin america M E T H O D O L O G Y Socialtools is a global proprietary Publicis Groupe app that tracks competitive performance of brands' Facebook, Twitter, YouTube and Instagram accounts. Performics leverages Socialtools to extract insights and create benchmarks to build client presence in the social space and drive successful brand experiences for participants focused on performance. Average views/video Average number of views per video posted by brand TALKING ABOUT Number of unique users sharing "stories" about the brand page over the last 7 days (e.g. liking, sharing, checking in, etc.) Activation Rate/Post [(likes+comments+shares) / (fans x CM posts)] x 100 CONNECT WITH US performics.com facebook.com/performics twitter.com/performics most viewed JetBlue Video: Flying It Forward - The First Stories views: 1,165,510 *Represents American Airlines and US Airways *Represents American Airlines and US Airways Data from 10/18- 11/18 *Represents American Airlines and US Airways Talking About Retweets, Mentions and Hashtags Avg. Views Per Video Airline Average Leading Brand 12,700 26,245 19,262 65,139 139,796 118,544

Social Snapshot: Airlines

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