Engaging your audience; building long term relationships with brand advocates for measurable success
•
2 likes•1,094 views
Presentation delivered by Fergus Boyd at Making Social Part of Your DNA, a conference held during Social Media Week 2012 in London. For more information visit http://www.socialmediadna.co.uk
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Viewers also liked
Viewers also liked (20)
Similar to Engaging your audience; building long term relationships with brand advocates for measurable success
Similar to Engaging your audience; building long term relationships with brand advocates for measurable success (20)
More from Klaxon
More from Klaxon (20)
Recently uploaded
Recently uploaded (20)
Engaging your audience; building long term relationships with brand advocates for measurable success
- 1. Social Media & engaging with our audience Fergus Boyd eBusiness Strategy Virgin Atlantic
- 2. Anon
- 4. Engaging your audience; building long term relationships with brand advocates for measurable success Going beyond Facebook and Twitter to really get to the heart of engagement Blogger outreach – daily efforts to build love for the personalities behind the brand When the chips are down, who will fight your corner and be your brand advocates? Measuring online engagement next to clearly defined goals; the metrics Virgin Atlantic have used
- 5. Why is Social Media right for us? We are a naturally open, honest and chatty brand and sociability is in our DNA It’s very Virgin – we stand up for the people and we want to be in tune with global trends and behaviours Customers listen to other customers (especially when it comes to travel)
- 6. Our original strategy remains Sell Serve Socialise
- 8. The science bit - social media signals drive rankings Source: iCrossing
- 9. The only way to influence review ratings is to take part in discussions on the various forums
- 10. Our social properties rank well Earned media
- 11. Altimeter’s social maturity self-assessment 11 or 12 18 Source: Altimetergroup.com
- 12. Forrester's Social maturity scale Source: Forrester
- 13. Social audience versus flown passengers Sociability versus Audience 10.0% 9.0% 8.0% 7.0% 6.0% 5.0% 4.0% 3.0% 2.0% 1.0% 0.0% Source: IATA, 2011
- 14. ^K ^G ^H & friends
- 15. We must be doing something right • 250% Fan growth on Facebook. • 250% Follower growth on Twitter. • Beaten tracked revenue target • Highly Commended in Best use of Social Media category at both Travolution and eCommerce Excellence awards. • Maintained average of 94% favourable sentiment in social spaces. • Generated 316,000 interactions for Miami 25th Anniversary activity, including 24,000 YouTube views. • Economy Meal Service video 40,000 YouTube views. • Successfully managed customer service during numerous periods of severe disruption, including ash, snow * 3, Japan earthquake, hurricane Irene, … • Worked to socially support 30+ internal and group stakeholders.
- 16. Time to scale
- 17. We’ve had some fun along the way Plus: Visit Britain, Gu Puds, Virgin Group social day etc
- 18. #Red Hot Reporter ― User generated content extends reach and involves fans more closely ― Total Interactions = 312,000
- 19. “30 second love” Mrs Kitahara, aged 52, special thanks to her husband Mr Hayashi, aged 25, proposing to his girlfriend https://www.facebook.com/30sec.love
- 20. “Swap The Blues” • January 2012 sales promotion • Sponsored stories & ads • +17k fans
- 24. Top Influencers
- 27. Simple, inclusive stories work best
- 28. Simple, inclusive stories work best
- 30. Having a bit of fun helps
- 31. Having a bit of fun helps
- 32. You can’t please all of the people all of the time
- 33. Silence is not an option ...
- 34. @VAAinfo tweet bot Source: Mashable, Nov 2011
- 35. Engaging your audience; building long term relationships with brand advocates for measurable success? • Social media is about being social - duh! • Socialise with your customers, extend your brand personality and they will become engaged • Service your customers and they will trust you and will stay close • Don’t sell via Social - your customers will tell you when they are ready to buy • Customers are for life. They are not just campaign outcomes.
- 36. “Like us, follow us and watch us • www.facebook.com/virginatlantic • www.twitter.com/virginatlantic @VirginAtlantic, @VAAInfo • www.youtube.com/thisisvirginatlantic • blog.vtravelled.com @vtravelled