BlogWell Dallas Social Media Case Study: United Airlines, presented by Lora O'Riordan

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January 25, 2012

The Art of the “Tweet” Chat

Starting at Zero

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The Art of the “Tweet” ChatStarting at Zero

A Merger of Equals

Our merger brought together two social media programs that needed to be integrated for one new airline

Goal was to introduce the new airline to both existing and new followers

Twitter technology did not allow us to “merge” our Twitter feeds

Introducing the New Brand

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The Art of the “Tweet” ChatIntroducing the New Brand

The New United

How do we talk to people about the new United and highlight our co-workers?

A monthly Tweetchat would be the right venue to talk about the new airline.

Engaging Behind the Scenes

Creating the Chat

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The Art of the “Tweet” ChatCreating the Chat

Determined the best topics to engage consumers Created a monthly calendar

Utilized the best resources Invited subject matter experts to participate

Used a dedicated hashtag #UnitedPlaneChat

Implementing the Chat

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The Art of the “Tweet” ChatImplementing the Chat

Recruited a volunteer Twitter team Use tracking and monitoring tools

during the chat to route questions to the appropriate subject matter expert

Example question from follower: Richard Solomon @united

#unitedplanechat What's with the new 757 interior(s) - nice new leather seats, but same lighting, bins, etc?

united @richardlsolomon ^JY We're very active in evaluating the new options for the decor for the 757. Stay tuned. #unitedplanechat

Measuring the Chats

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The Art of the “Tweet” ChatMeasuring the Chats

New followers

Unique chatters

Number of captured tweets

Growth of participation

Results

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The Art of the “Tweet” ChatResults

Show that the new United wants to chat

Get insight to provide more in-depth answers in other social media channels

Provide direct feedback to the teams

Create new conversations from the chats

Future Chats?The Sky is the Limit

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