Case Study: Aegean airlines on facebook by Mindworks
52
AEGEAN AIRLINES OR how do you get 70.000 likes in 120 days.
-
Upload
mindworks-interactive -
Category
Business
-
view
1.869 -
download
0
description
Antonis Koutsoukos Presented @ Opentourism the case study of Mindworks for Aegean airlines on facebook. Enjoy!
Transcript of Case Study: Aegean airlines on facebook by Mindworks
AEGEAN AIRLINESOR how do you get 70.000 likes in 120 days.
Σίγουρα όχι εύκολα...
Αντώνης.Head of Online PR.Mindworks.
Aegean airlines.
Strenghts+ The leading greek airline+ A premium services Brand
Threats- Recession- Addiction of users to offers
Recession: Back to 2009
Aegean on
‣ 12.060 Likes
‣Low engagement rate
‣Low frequency on Content update
‣No content Strategy
‣Lack of Branding
December 2010:
OUR VISION:DO WHAT AEGEAN DID BACK IN 2003, WHEN USERS
HARDLY KNOWN WHAT E-TICKET MEANS:
INNOVATE IN 2011 While being able to face the recessionʼs challenges
with a new strategy.
12/2010
What we did
12/2010
What we didWe made a thorough audit on what is being said about Aegean, and delivered a Baseline report, standing on mentions with the use of monitoring tools.
*
12/2010
What we didWe made a thorough audit on what is being said about Aegean, and delivered a Baseline report, standing on mentions though monitoring tools.
*
We rolled out a new content strategy for social media*
12/2010
What we didWe made a thorough audit on what is being said about Aegean, and delivered a Baseline report, standing on mentions though monitoring tools.
*
We rolled out a new content strategy for social media*We rolled out a new communication plan for social media.
*
12/2010
What we didWe made a thorough audit on what is being said about Aegean, and delivered a Baseline report, standing on mentions though monitoring tools.
*
We rolled out a new content strategy for social media*We rolled out a new communication plan for social media.
*We refubrished Aegeanʼs Facebook Page, reflecting the brandʼs values.
*
Πετάξτε τώρα για κάθε λόγο ανεξαιρέτως!
12/2010
13/12
12/2010
24/01
Results
+ 300% IN 30 DAYS12.000 TO 49.000 LIKES
12/2010
24/01
Results
MORE THAN 8.000 COMMENTS/LIKES IN 30 DAYS
12/2010
24/01
Results
59.000 TOTAL VOTES
12/2010
04/03
approaching 50K likes it was about time to say thanks.
What we did
Results
17.000 BRAND AMBASSADORSIN A WEEK.
12/2010
10/03
Results
+ 7.000 NEW FANSIN A WEEK.
12/2010
10/03
First, we launched a game to revive the Page, then we said a “thank you”, what was next?
12/2010
29/03
What we did
It was about time, give some value back to the community,
embedding social media in our core communication vehicle:
12/2010
OFFERS29/03
What we did
WHY NOT LETTING USERS CHOOSE AEGEANʼS OFFERS?
12/2010
CHOOSE
29/03
What we did
12/2010
29/03
What we did
12/2010
08/04
Results
+ 23.000 NEW FANS57K to 80K in 10 Days
12/2010
08/04
Results
in 10 Days
MORE THAN 4.500 COMMENTS/LIKES
12/2010
08/04
Results
MORE THAN 3000 COMMENTS FOR EACH OFFER.
12/2010
08/04
Results
THE MOST IMPORTANT:
THOUSANDS OF USERS CHOSE AN OFFER.
What we did:Enough with Apps.
What about content?Content is what keeps
a Brand Alive.
content
Destinations Brand Offers
User Generated Content+
What we did:
Photos, Photos, Photos
What we did:
Whatʼs next?
Weʼre up to something.But we ll keep our mouth shut
until the launch.
Whatʼs next?
1. Optimize content2. Even better customer service3. Keep the conversation going on4. Roll out innovation.
Weʼre up to something.But we ll keep our mouth shut
until the launch.
THANK YOU AEGEAN!
THANK YOU!
