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Survey: social media




  Social security
  Consultancy firm SimpliFlying has studied the social media habits of 29 airlines
  worldwide to see how they use these platforms. Here, its findings are revealed




A
        irlines today are finding an increasing need to speak to travellers in the same language and using the same mediums that they
        use in their daily lives. Social platforms have proven to be an effective tool for the modern traveller when gathering information,
        sharing reviews, planning trips, gaining advice and, most importantly, making the decision to travel to a particular destination
with a particular airline. The age of the connected traveller has arrived.




Which department?                                                                                      Budget
About 75% of the 29 airlines surveyed adopt a cross-functional model, with customer service            Over 85% of the airlines surveyed
departments emerging as the most common users of social media, compared to a year ago                  have specifically allocated part of their
when corporate communications roles were ranked first. It appears that while social media is           marketing budgets to social media. The
used as an outlet for corporate and marketing messages, airlines are also increasingly using           majority of them (over 70%) said that up
it to perform customer-related services. AirAsia, most tellingly, has decided to move all its          to 10% of their marketing budget goes
customer service efforts online and has shut down its call centre operations in Singapore,             towards social media. Taking into account
creating a key virtual hub for the low-cost carrier.                                                   the different sizes of marketing budgets,
                                                                                                       this means that airlines’ social media
 What social media metrics are used for                                                                budgets are spanning from a few thousand
100                                                                                                    dollars to over a million dollars.
              86.2%                 86.2%                                                                 As most social media activities take place
 80                                                       72.4%
100                                                                                         65.5%      on the airlines’ own online assets, lower
              86.2%                 86.2%                                                              costs are incurred as compared with paying
 60                                                                          48.3%
 80                                                       72.4%
                                                                                            65.5%      for advertising space on external mediums.
 40
 60                                                                          48.3%
                                                                                                       This helps to explain why the allocation of
 20                                                                                                    the marketing budget dedicated to social
 40
                                                                                                       media is relatively small – the campaigns
  0
 20    Customer insights,         Customer          Performance           Budgeting or   New product   simply cost less to run than other, more
        segmentation,             service or        management             planning       strategies   traditional marketing methods.
  0       or targeting             support           (internally)
       Customer insights,         Customer          Performance           Budgeting or   New product      However, resources for social media do
        segmentation,             service or        management             planning       strategies   not only come from marketing. According
 60       or targeting             support      55.2%(internally)
 Cross-functional roles performed by social media staff                                                to 62% of the airlines surveyed, other
 50                             44.8%
                                                                                                       departments contribute to the social media
 60                                             55.2%             37.9%
 40                                                                                                    budget as well.
 50                             44.8%
 30                                                                              24.1%                    Corporate communications and customer
 40                                                               37.9%
 20           13.8%                                                                         13.8%
                                                                                                       service departments are the most common
 30
 10                                                                              24.1%                 contributors to social media budget, aside
 20           13.8%                                                                         13.8%
                                                                                                       from the marketing department. In fact,
  0
 10       Social media       Marketing         Customer       Corporate    e-commerce       Other      83.3% of the airlines within the group
              only                              service     communications                             surveyed receive budget from the corporate
  0                                             support
          Social media       Marketing         Customer       Corporate    e-commerce       Other      communications department, while 61%
100           only                              service     communications                             see budget contribution from the customer
              83.3%                             support
                                                                                                       service department.
 80
100                                   61.1%
             83.3%
 60
 80                                                                          44.4%
 64 Low Cost & Regional Airline Business                                                                       www.lowcostandregional.com − December 2012
 40                                   61.1%
 60
                                                                             44.4%          16.7%
 20                                                       11.1%
dollars



                       $
                                     26-50%
                                                                                                                $                                                 Survey: social media



                    3.4%                                                                                                                Resources
                    Fewer than 10                                                                                                       Over 75% of airlines invest more than
                    man hours are
                                                                                                                                        90 man hours per month on social media,
                    spent per month
                                                                                                   75.8%                                with the majority having up to six staff
                    6.9%
                    10 to 50 man hours                                                          OVER 90                                 working on it. As mentioned, the budgets
                                                                                                                                        for social media span a very wide range,
                    spent per month                                                            man hours                                from a few thousand dollars to over a
                                                                                                    spent per month
                    13.7%
                                                                                                                                        million dollars. While some airlines are
                    50 to 90 man hours
                    spent per month                                                                                                     only starting to take off in social media, it
                                                                                                                                        is apparent that others have recognised
                                                                                                                                        the impact that social media has on their
                                                                                                                                        businesses, pouring large investments into
                                                                                                                                        their activities.
           Staff numbers
                   Top % goals driven by social media
                       3 of marketing budget that
            1-3                 goes into social media                                              37.9%
ollars      4-6                                               17.2%
                                                                                                            10-25%
            7-9                    100%               86.2%           20.6%
                                                                       72.4%          None

            10+                                                                 24.1%
                                              Less than 10%
                                                                                                                      26-50%


  $                             Brand
                                engagement
                                                      Customer
                                                      service           Revenue
              Clearly, social media is a tool that is
           relevant not only for airline marketing.
           100                                                                                    % of marketing budget that
                        86.2%              86.2%
           As budget seeps in from other departments
                                     10.3%      3.4%  6.9%                                        goes into social media
            80                                              72.4%
           such as e-commerce, loyalty and sales,
                       31.3%                                      48.2%
                                                                                                                        65.5%                                             10-25%
            60
           airline organisations are recognising the fact                                         48.3%
                                                                                                                                                        None

           that social media has now inched closer to not
                                     Less      More Have
5.8%        40       Less than        than      than broken
           having a direct impact on the bottom line.
                       1 year       2 years 2 years even          Unsure
                                                                                                                Less than 10%
                                                                                                                                                                                   26-50%

R 90        20

ours         0
                   Customer insights,          Customer               Performance             Budgeting or           New product
er month
                    segmentation,              service or             management               planning               strategies
                      or targeting              support                (internally)

             Social marketing budgets ranges
            60                                                  55.2%
                                                                                                   1-3
                                                                           Over five
            50                                44.8%                        million dollars         4-6                                  17.2%
            40                                                                       37.9%         7-9                                          20.6%
              A few thousand
                                                                                                  10+                                                   24.1%
            30dollars                                                                                   24.1%
            20             13.8%                                                                                        13.8%
            10$                                                                        $
             0
                      Social media        Marketing           Customer           Corporate        e-commerce            Other
                    only                  service communications
           Contribution to social media budget from other departments ranges
           3.4%                          support    Social marketing budgets
           Fewer than 10
                                                                                                                                                                    1-3
           100 hours are
           man                                                                                                                             Over five
                         83.3%
           spent per month
                                                                            75.8%                                                          million dollars          4-6                          17.2%

            80
           6.9%                                                                                                                                                     7-9
           10 to 50 man hours                     61.1%                  OVERthousand
                                                                           A few 90
                                                                           dollars                                                                                 10+
            60
           spent per month                                              man hours                 44.4%
                                                                            spent per month
           13.7%
            40
           50 to 90 man hours
                                                                                 $                                                                      $
           spent per month                                                                                              16.7%
            20                                                           11.1%

             0
                      Corporate                 Customer                 Sales                e-commerce                Other
                                                                             3.4%
                    communications               service
                                                                             Fewer than 10
                                                                             man hours are
                 Top 3 goals driven by social media                          spent per month
                                                                                                                                             75.8%
                                                          Other              6.9%    13.8%
           December 2012 − www.lowcostandregional.com
                      100%            86.2%    Lack 72.4%
                                                    of budget                10 to 50 man hours                 37.9%
                                                                                                                                          OVER 90 Cost & Regional Airline Business
                                                                                                                                                 Low                                        65
                                                                             spent per month                                             man hours
                       Insufficient allocation of resources                                                                     51.7%           spent per month
                                                                             13.7%
50 to 90 man hours
                                               80                                                          72.4%
                                                                                                                                                         65.5%                                          75.8%
                spent per month                                                                                         6.9%
                                               60                                                                                  48.3%
                                                                                                                        10 to 50 man hours                                                           OVER 90
                 Survey: social media
                                               40                                                                       spent per month                                                             man hours
                                                                                                                                                                                                      spent per month
                                               20                                                                       13.7%
                                                                                                                        50 to 90 man hours
                                                0                                                                       spent per month
                                                     Customer insights,            Customer            Performance              Budgeting or         New product
                    Top 3 goals driven              by social media
                                                       segmentation,               service or          management                planning             strategies
                  100                                   or targeting                support             (internally)
                Return on investment
                        86.2%     86.2%
            86.2%80                                             72.4%
                While almost half of the airlines are unsure about the return on their                                      65.5%
                                           60                                  55.2%
                           100% 72.4%       86.2% have mapped the 65.5% of social
                social media investment, many
                   60
                                                         72.4%      value
                                           50                     44.8%           48.3%
                media performance to business goals. The top three business goals
                                                   48.3%
                   40                      40                                                                      37.9%   Top 3 goals driven by social media
                that airlines are driving through social media are brand engagement,
                   20                      30                                                                                          24.1%
                customer service and revenue.
                           Brand                Customer
                                               20        13.8% Revenue                                                                                   13.8%
                    0      engagement           service
                                                                                                                                     100%                86.2%              72.4%
                        Customer insights, 10 Customer         Performance                       Budgeting or           New product
hts,          Time
          Customer      to break even service or or management
                          segmentation,
                              Performance       Budgeting          New product                    planning               strategies
          service or       or management
                              targeting     0 support
                                                  planning      (internally)
                                                                    strategies
           support                  10.3%
                               (internally)  3.4% Social media
                                                     6.9%         Marketing                     Customer        Corporate    e-commerce                  Other
                                                      only                                       service      communications
                   6031.3%                                            55.2%    48.2%             support                           Brand                 Customer
                           55.2%                                                                                                   engagement            service            Revenue
                   50                         100 44.8%
        44.8%                          Less     More Have not
                                                       83.3%
                   40                                                                   37.9%
                   Less than           than      than broken
                                              80
                                            37.9%
                   30 year
                     1                2 years 2 years even                     Unsure
                                                                                      61.1%               24.1%                                10.3%       3.4%      6.9%
                                               60              24.1%
                   20          13.8%                                                                                        13.8%44.4%
                                                                                                                             31.3%                                                    48.2%
                   10                          40                                  13.8%
                                                                                                                                                Less     16.7%
                                                                                                                                                          More  Have not
                    0                    20                                                                11.1%
                         Social media    Marketing     Customer                      Corporate   e-commerce               Less than
                                                                                                                           Other                than      than broken
       MarketingChallenges
                     Customeronly         0
                                     Corporate          service
                                                  e-commerce                      communications
                                                                                  Other
                                                                                                                           1 year              2 years   2 years even               Unsure

              The biggest challenge faced by airlines support
                      service     communications Corporate
                                                        is                       expand their social media teams. e-commerce
                                                                                   Customer           Sales                                              Other
                      support                  communications                       service
              the insufficient allocation of resources to
                 100                                             Regarding the expected impact of
                           83.3%
              social media.                                      social media on the airline’s operating
                 80
                 Over 70% of airlines surveyed plan
                                              61.1%              income in the next three years, half of
                                                                            Other               13.8%
                 60
              to increase their social media budget              all theof budgetrespondents are unsure.
            61.1%                                                  Lack airline    44.4%                                                         37.9%
              in the next year. This is almost a two-fold allocationspite of this, more airlines than
                 40                               44.4%
                                                  Insufficient   In of resources                                                                                 51.7%
              increase compared with a year ago,Low tolerance for risk orplanning to increase13.8% 16.7%
                 20
                                                      when       not are failure
                                                               11.1%
                                                                                                 resource                                        Conclusion
                                                                   16.7%
              only 40% of airlines surveyedsenior management interest or supportsocial media. 13.8%
                              11.1% Lack of planned to           allocation for                                                             It is apparent that social media is only
                    0
                                                          Difficulty in finding functional talent                      17.2%                going to become a bigger part of the
                             Corporate                Customer                Sales              e-commerce              Other
           Customer      communications
                                    Sales              service
                                                       e-commerce technologyOther
                                                             Lack of               infrastructure                                     31.0% business agenda for airlines. They
ns             Challenges faced by airlines using social media
            service
                                                                       Organisational structure
                                                                                                                                            are recognising the ability of social
                                                                                                                                                      48.3%
                                                                                                                                            media to impact business goals and the
                                                               Other                     13.8%     0       10         20        30        40        50      60
                                                                                                                                            bottom line, and that social media is
                    Other                      13.8%
                                                     Lack of budget                                               37.9%
                                                                                                                                            becoming more integral across more
           Lack of budget                                                 37.9%
                              Insufficient allocation of resources                                                              51.7%
                                                                                                                                            business functions.
  allocation of resources                                                                51.7%
                                                                                           13.8%
                                  Low tolerance for risk or failure                      13.8%                                                  As the social media space becomes
 rance for risk or failure                     13.8%
                Lack of senior management interest or support                            13.8%                                              more crowded and competitive, airlines
ment interest or support                       13.8%
                             Difficulty in finding functional talent                         17.2%                                          need to bear in mind their long-term
                                                                                            6.9%
finding functional talent                          17.2%
                                Lack of technology infrastructure                                         31.0%                             business goals.
 chnology infrastructure                                         31.0%
                                          Organisational structure                                                          48.3%               The need for, and the effectiveness
Organisational structure                                                             48.3% 6.9%
                                                                      0         10         20        30        40        50         60      of, successful social media interaction
                                                                                                                                                62.1%
                           0         10          20        30          40         50          60
                                                                                            6.9%                                            initiatives are hinged on two crucial
                                                                                                                                            factors: the rise of today’s modern
               Plans to increase budget for social media next year                                                                          traveller who constantly stays engaged
                                                             13.8%
                                                                                            3.4%
                   13.8%                                                                                                                    in his social networks; and the ability to
                                                                                                                                            correctly identify the best platforms to
                                                              6.9%
                                                                                                        Likely to increase but              reach this audience and cultivate social
                    6.9%                                                                                amount unknown                      advocates. To achieve this, airlines
                                                                                                        Likely to increase budget           need to have a firm back-end support
                                                              6.9%                                      by less than 25%
                    6.9%                                                                                             62.1%                  structure in place.
                                                                                                          Likely to increase budget
                                                               6.9%           62.1%                       by 25-50%
                    6.9%
                                                                                                          No increase
                                                                                                          Likely to decrease
                                                               3.4%                                                                              Source:
                                                                                                          Unsure
                    3.4%                                                                                                                         All charts: Airline Social Media Outlook 2012 by
                                                                                                                                                 SimpliFlying

                                                                              Likely to increase but
                                Likely to increase but                        amount unknown
                                amount unknown                                Likely to increase budget
                66 Low Cost & Regional Airline Business                                                                                                     www.lowcostandregional.com − December 2012
                                Likely to increase budget                     by less than 25%
                                by less than 25%                              Likely to increase budget
                                   Likely to increase budget                  by 25-50%

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SimpliFlying Featured - 'Social' Security

  • 1. Survey: social media Social security Consultancy firm SimpliFlying has studied the social media habits of 29 airlines worldwide to see how they use these platforms. Here, its findings are revealed A irlines today are finding an increasing need to speak to travellers in the same language and using the same mediums that they use in their daily lives. Social platforms have proven to be an effective tool for the modern traveller when gathering information, sharing reviews, planning trips, gaining advice and, most importantly, making the decision to travel to a particular destination with a particular airline. The age of the connected traveller has arrived. Which department? Budget About 75% of the 29 airlines surveyed adopt a cross-functional model, with customer service Over 85% of the airlines surveyed departments emerging as the most common users of social media, compared to a year ago have specifically allocated part of their when corporate communications roles were ranked first. It appears that while social media is marketing budgets to social media. The used as an outlet for corporate and marketing messages, airlines are also increasingly using majority of them (over 70%) said that up it to perform customer-related services. AirAsia, most tellingly, has decided to move all its to 10% of their marketing budget goes customer service efforts online and has shut down its call centre operations in Singapore, towards social media. Taking into account creating a key virtual hub for the low-cost carrier. the different sizes of marketing budgets, this means that airlines’ social media What social media metrics are used for budgets are spanning from a few thousand 100 dollars to over a million dollars. 86.2% 86.2% As most social media activities take place 80 72.4% 100 65.5% on the airlines’ own online assets, lower 86.2% 86.2% costs are incurred as compared with paying 60 48.3% 80 72.4% 65.5% for advertising space on external mediums. 40 60 48.3% This helps to explain why the allocation of 20 the marketing budget dedicated to social 40 media is relatively small – the campaigns 0 20 Customer insights, Customer Performance Budgeting or New product simply cost less to run than other, more segmentation, service or management planning strategies traditional marketing methods. 0 or targeting support (internally) Customer insights, Customer Performance Budgeting or New product However, resources for social media do segmentation, service or management planning strategies not only come from marketing. According 60 or targeting support 55.2%(internally) Cross-functional roles performed by social media staff to 62% of the airlines surveyed, other 50 44.8% departments contribute to the social media 60 55.2% 37.9% 40 budget as well. 50 44.8% 30 24.1% Corporate communications and customer 40 37.9% 20 13.8% 13.8% service departments are the most common 30 10 24.1% contributors to social media budget, aside 20 13.8% 13.8% from the marketing department. In fact, 0 10 Social media Marketing Customer Corporate e-commerce Other 83.3% of the airlines within the group only service communications surveyed receive budget from the corporate 0 support Social media Marketing Customer Corporate e-commerce Other communications department, while 61% 100 only service communications see budget contribution from the customer 83.3% support service department. 80 100 61.1% 83.3% 60 80 44.4% 64 Low Cost & Regional Airline Business www.lowcostandregional.com − December 2012 40 61.1% 60 44.4% 16.7% 20 11.1%
  • 2. dollars $ 26-50% $ Survey: social media 3.4% Resources Fewer than 10 Over 75% of airlines invest more than man hours are 90 man hours per month on social media, spent per month 75.8% with the majority having up to six staff 6.9% 10 to 50 man hours OVER 90 working on it. As mentioned, the budgets for social media span a very wide range, spent per month man hours from a few thousand dollars to over a spent per month 13.7% million dollars. While some airlines are 50 to 90 man hours spent per month only starting to take off in social media, it is apparent that others have recognised the impact that social media has on their businesses, pouring large investments into their activities. Staff numbers Top % goals driven by social media 3 of marketing budget that 1-3 goes into social media 37.9% ollars 4-6 17.2% 10-25% 7-9 100% 86.2% 20.6% 72.4% None 10+ 24.1% Less than 10% 26-50% $ Brand engagement Customer service Revenue Clearly, social media is a tool that is relevant not only for airline marketing. 100 % of marketing budget that 86.2% 86.2% As budget seeps in from other departments 10.3% 3.4% 6.9% goes into social media 80 72.4% such as e-commerce, loyalty and sales, 31.3% 48.2% 65.5% 10-25% 60 airline organisations are recognising the fact 48.3% None that social media has now inched closer to not Less More Have 5.8% 40 Less than than than broken having a direct impact on the bottom line. 1 year 2 years 2 years even Unsure Less than 10% 26-50% R 90 20 ours 0 Customer insights, Customer Performance Budgeting or New product er month segmentation, service or management planning strategies or targeting support (internally) Social marketing budgets ranges 60 55.2% 1-3 Over five 50 44.8% million dollars 4-6 17.2% 40 37.9% 7-9 20.6% A few thousand 10+ 24.1% 30dollars 24.1% 20 13.8% 13.8% 10$ $ 0 Social media Marketing Customer Corporate e-commerce Other only service communications Contribution to social media budget from other departments ranges 3.4% support Social marketing budgets Fewer than 10 1-3 100 hours are man Over five 83.3% spent per month 75.8% million dollars 4-6 17.2% 80 6.9% 7-9 10 to 50 man hours 61.1% OVERthousand A few 90 dollars 10+ 60 spent per month man hours 44.4% spent per month 13.7% 40 50 to 90 man hours $ $ spent per month 16.7% 20 11.1% 0 Corporate Customer Sales e-commerce Other 3.4% communications service Fewer than 10 man hours are Top 3 goals driven by social media spent per month 75.8% Other 6.9% 13.8% December 2012 − www.lowcostandregional.com 100% 86.2% Lack 72.4% of budget 10 to 50 man hours 37.9% OVER 90 Cost & Regional Airline Business Low 65 spent per month man hours Insufficient allocation of resources 51.7% spent per month 13.7%
  • 3. 50 to 90 man hours 80 72.4% 65.5% 75.8% spent per month 6.9% 60 48.3% 10 to 50 man hours OVER 90 Survey: social media 40 spent per month man hours spent per month 20 13.7% 50 to 90 man hours 0 spent per month Customer insights, Customer Performance Budgeting or New product Top 3 goals driven by social media segmentation, service or management planning strategies 100 or targeting support (internally) Return on investment 86.2% 86.2% 86.2%80 72.4% While almost half of the airlines are unsure about the return on their 65.5% 60 55.2% 100% 72.4% 86.2% have mapped the 65.5% of social social media investment, many 60 72.4% value 50 44.8% 48.3% media performance to business goals. The top three business goals 48.3% 40 40 37.9% Top 3 goals driven by social media that airlines are driving through social media are brand engagement, 20 30 24.1% customer service and revenue. Brand Customer 20 13.8% Revenue 13.8% 0 engagement service 100% 86.2% 72.4% Customer insights, 10 Customer Performance Budgeting or New product hts, Time Customer to break even service or or management segmentation, Performance Budgeting New product planning strategies service or or management targeting 0 support planning (internally) strategies support 10.3% (internally) 3.4% Social media 6.9% Marketing Customer Corporate e-commerce Other only service communications 6031.3% 55.2% 48.2% support Brand Customer 55.2% engagement service Revenue 50 100 44.8% 44.8% Less More Have not 83.3% 40 37.9% Less than than than broken 80 37.9% 30 year 1 2 years 2 years even Unsure 61.1% 24.1% 10.3% 3.4% 6.9% 60 24.1% 20 13.8% 13.8%44.4% 31.3% 48.2% 10 40 13.8% Less 16.7% More Have not 0 20 11.1% Social media Marketing Customer Corporate e-commerce Less than Other than than broken MarketingChallenges Customeronly 0 Corporate service e-commerce communications Other 1 year 2 years 2 years even Unsure The biggest challenge faced by airlines support service communications Corporate is expand their social media teams. e-commerce Customer Sales Other support communications service the insufficient allocation of resources to 100 Regarding the expected impact of 83.3% social media. social media on the airline’s operating 80 Over 70% of airlines surveyed plan 61.1% income in the next three years, half of Other 13.8% 60 to increase their social media budget all theof budgetrespondents are unsure. 61.1% Lack airline 44.4% 37.9% in the next year. This is almost a two-fold allocationspite of this, more airlines than 40 44.4% Insufficient In of resources 51.7% increase compared with a year ago,Low tolerance for risk orplanning to increase13.8% 16.7% 20 when not are failure 11.1% resource Conclusion 16.7% only 40% of airlines surveyedsenior management interest or supportsocial media. 13.8% 11.1% Lack of planned to allocation for It is apparent that social media is only 0 Difficulty in finding functional talent 17.2% going to become a bigger part of the Corporate Customer Sales e-commerce Other Customer communications Sales service e-commerce technologyOther Lack of infrastructure 31.0% business agenda for airlines. They ns Challenges faced by airlines using social media service Organisational structure are recognising the ability of social 48.3% media to impact business goals and the Other 13.8% 0 10 20 30 40 50 60 bottom line, and that social media is Other 13.8% Lack of budget 37.9% becoming more integral across more Lack of budget 37.9% Insufficient allocation of resources 51.7% business functions. allocation of resources 51.7% 13.8% Low tolerance for risk or failure 13.8% As the social media space becomes rance for risk or failure 13.8% Lack of senior management interest or support 13.8% more crowded and competitive, airlines ment interest or support 13.8% Difficulty in finding functional talent 17.2% need to bear in mind their long-term 6.9% finding functional talent 17.2% Lack of technology infrastructure 31.0% business goals. chnology infrastructure 31.0% Organisational structure 48.3% The need for, and the effectiveness Organisational structure 48.3% 6.9% 0 10 20 30 40 50 60 of, successful social media interaction 62.1% 0 10 20 30 40 50 60 6.9% initiatives are hinged on two crucial factors: the rise of today’s modern Plans to increase budget for social media next year traveller who constantly stays engaged 13.8% 3.4% 13.8% in his social networks; and the ability to correctly identify the best platforms to 6.9% Likely to increase but reach this audience and cultivate social 6.9% amount unknown advocates. To achieve this, airlines Likely to increase budget need to have a firm back-end support 6.9% by less than 25% 6.9% 62.1% structure in place. Likely to increase budget 6.9% 62.1% by 25-50% 6.9% No increase Likely to decrease 3.4% Source: Unsure 3.4% All charts: Airline Social Media Outlook 2012 by SimpliFlying Likely to increase but Likely to increase but amount unknown amount unknown Likely to increase budget 66 Low Cost & Regional Airline Business www.lowcostandregional.com − December 2012 Likely to increase budget by less than 25% by less than 25% Likely to increase budget Likely to increase budget by 25-50%