Case Study: Aegean airlines on facebook by Mindworks

of 52 /52
AEGEAN AIRLINES OR how do you get 70.000 likes in 120 days.

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

Page 1: Case Study: Aegean airlines on facebook by Mindworks

AEGEAN AIRLINESOR how do you get 70.000 likes in 120 days.

Page 2: Case Study: Aegean airlines on facebook by Mindworks

Σίγουρα όχι εύκολα...

Page 3: Case Study: Aegean airlines on facebook by Mindworks

Αντώνης.Head of Online PR.Mindworks.

Page 4: Case Study: Aegean airlines on facebook by Mindworks

Aegean airlines.

Strenghts+ The leading greek airline+ A premium services Brand

Threats- Recession- Addiction of users to offers

Page 5: Case Study: Aegean airlines on facebook by Mindworks

Recession: Back to 2009

Page 6: Case Study: Aegean airlines on facebook by Mindworks
Page 7: Case Study: Aegean airlines on facebook by Mindworks
Page 8: Case Study: Aegean airlines on facebook by Mindworks
Page 9: Case Study: Aegean airlines on facebook by Mindworks

Aegean on

Page 10: Case Study: Aegean airlines on facebook by Mindworks

‣ 12.060 Likes

‣Low engagement rate

‣Low frequency on Content update

‣No content Strategy

‣Lack of Branding

December 2010:

Page 11: Case Study: Aegean airlines on facebook by Mindworks

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.

Page 12: Case Study: Aegean airlines on facebook by Mindworks
Page 13: Case Study: Aegean airlines on facebook by Mindworks

12/2010

What we did

Page 14: Case Study: Aegean airlines on facebook by Mindworks

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.

*

Page 15: Case Study: Aegean airlines on facebook by Mindworks

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*

Page 16: Case Study: Aegean airlines on facebook by Mindworks

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.

*

Page 17: Case Study: Aegean airlines on facebook by Mindworks

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.

*

Page 18: Case Study: Aegean airlines on facebook by Mindworks
Page 19: Case Study: Aegean airlines on facebook by Mindworks
Page 20: Case Study: Aegean airlines on facebook by Mindworks

Πετάξτε τώρα για κάθε λόγο ανεξαιρέτως!

12/2010

13/12

Page 21: Case Study: Aegean airlines on facebook by Mindworks
Page 22: Case Study: Aegean airlines on facebook by Mindworks
Page 23: Case Study: Aegean airlines on facebook by Mindworks
Page 24: Case Study: Aegean airlines on facebook by Mindworks
Page 25: Case Study: Aegean airlines on facebook by Mindworks
Page 26: Case Study: Aegean airlines on facebook by Mindworks
Page 27: Case Study: Aegean airlines on facebook by Mindworks

12/2010

24/01

Results

+ 300% IN 30 DAYS12.000 TO 49.000 LIKES

Page 28: Case Study: Aegean airlines on facebook by Mindworks

12/2010

24/01

Results

MORE THAN 8.000 COMMENTS/LIKES IN 30 DAYS

Page 29: Case Study: Aegean airlines on facebook by Mindworks

12/2010

24/01

Results

59.000 TOTAL VOTES

Page 30: Case Study: Aegean airlines on facebook by Mindworks

12/2010

04/03

approaching 50K likes it was about time to say thanks.

What we did

Page 31: Case Study: Aegean airlines on facebook by Mindworks
Page 32: Case Study: Aegean airlines on facebook by Mindworks

Results

17.000 BRAND AMBASSADORSIN A WEEK.

12/2010

10/03

Page 33: Case Study: Aegean airlines on facebook by Mindworks

Results

+ 7.000 NEW FANSIN A WEEK.

12/2010

10/03

Page 34: Case Study: Aegean airlines on facebook by Mindworks

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

Page 35: Case Study: Aegean airlines on facebook by Mindworks

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

Page 36: Case Study: Aegean airlines on facebook by Mindworks

WHY NOT LETTING USERS CHOOSE AEGEANʼS OFFERS?

12/2010

CHOOSE

29/03

What we did

Page 37: Case Study: Aegean airlines on facebook by Mindworks

12/2010

29/03

What we did

Page 38: Case Study: Aegean airlines on facebook by Mindworks
Page 39: Case Study: Aegean airlines on facebook by Mindworks
Page 40: Case Study: Aegean airlines on facebook by Mindworks
Page 41: Case Study: Aegean airlines on facebook by Mindworks

12/2010

08/04

Results

+ 23.000 NEW FANS57K to 80K in 10 Days

Page 42: Case Study: Aegean airlines on facebook by Mindworks

12/2010

08/04

Results

in 10 Days

MORE THAN 4.500 COMMENTS/LIKES

Page 43: Case Study: Aegean airlines on facebook by Mindworks

12/2010

08/04

Results

MORE THAN 3000 COMMENTS FOR EACH OFFER.

Page 44: Case Study: Aegean airlines on facebook by Mindworks

12/2010

08/04

Results

THE MOST IMPORTANT:

THOUSANDS OF USERS CHOSE AN OFFER.

Page 45: Case Study: Aegean airlines on facebook by Mindworks

What we did:Enough with Apps.

What about content?Content is what keeps

a Brand Alive.

content

Destinations Brand Offers

User Generated Content+

Page 46: Case Study: Aegean airlines on facebook by Mindworks

What we did:

Photos, Photos, Photos

Page 47: Case Study: Aegean airlines on facebook by Mindworks

What we did:

Page 48: Case Study: Aegean airlines on facebook by Mindworks
Page 49: Case Study: Aegean airlines on facebook by Mindworks

Whatʼs next?

Weʼre up to something.But we ll keep our mouth shut

until the launch.

Page 50: Case Study: Aegean airlines on facebook by Mindworks

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.

Page 51: Case Study: Aegean airlines on facebook by Mindworks

THANK YOU AEGEAN!

Page 52: Case Study: Aegean airlines on facebook by Mindworks

THANK YOU!