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SOCIALMEDIA.ORG/SUMMIT2013ORLANDO
United social media
LORA O’RIORDAN & KARIN MOANUNITED AIRLINES
DECEMBER 9–11, 2013
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United Social Media Dec 10, 2013
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Introductions
Karin Moan Director, Social Media
Lora O’Riordan Manager, Social Media Operations (formerly one woman social team)
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This is how United Social Media started over again
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v Monitoring nearly 25,000 incoming messages per week v 24/7 operations v Responding to customers within 1.5 hrs v 12 Reservation agents supporting ticket based service needs v Managing and escalating critical issues v Controlling and tracking conversations v Engaging customers with product and services updates
UNITED SOCIAL MEDIA @A GLANCE
Blogs Forums News
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First Back to Basics 1. Organization – Created a larger team to support social (More
than 2)
2. Customer focus – talked to our most active but frustrated followers about our social presence gaps
3. Company wide alignment – brought teams together across the organization behind a social focused path
4. Data and insights – used heavily to plan and justify the path forward
5. Defined our marketing strategy and plan for social channels
6. Prioritized - Set schedules and milestones and empowered the team to move quickly
7. Identified key technology needs
Without responding and listening at a scale and level matched to our volume of posts, no campaign, proactive post, offer or deal would be effective. Priority #1 was responding to our fans and followers then we could focus on marketing effectively in the channels.
Let’s begin…
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Operations / Reactive Marketing
/ Proactive
The Operations and Marketing team is under one umbrella and work side by side
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The United Social ecosystem
*
*United Owned Channel
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We asked some key questions -- § Who are the customers we’ll be talking with? § Where are they connecting with us? § How many people do we need? § How do we get the people and who do we need? § What will we gain from investing in this? § How do we manage this day-to-day?
Focused on Priority #1 -- Responding to our fans/followers
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Who are our fans/followers requesting support? Surprising findings?
46%
16%
10%
10%
16%
2%
Premier Levels of Social Media Customers
General Member
Premier Silver
Premier Gold
Premier Platinum
Premier 1K
Global Services
44%
12%
11%
10%
7%
5% 4%
3%
3% 1%
Behavioral Segments of Social Media Customers
Road Warriors
Mile Maximizers
Almost Elite
Bargain Hunter
Schedule Sensitive
Too New To Score
Unscored
Non-Flying Earners Globe Trotter
§ Our best customers were tweeting and posting – so we had to change course 46% of MileagePlus members identified as General, 56% Premiers More than 45% of members fell in to “Road Warrior”/”Luxury Seeker” segment
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§ Which social channels to connect? Twitter and Facebook – these were their preferred places to
connect. But Instagram and LinkedIn were also of interest. § How many people do we need?
We looked at data to tell us how many people we needed to respond in 1.5 hours or less
§ How do we get the people and who do we need? We partnered across the organization. We needed people who
help in the moment. § What will we gain from investing in this?
Customer satisfaction, loyalty, revenue, very happy travelers and great tweets/posts
§ How do we manage this day-to-day? We defined shift schedules, technology needs, training, goals
and what to do when things don’t go as planned
Knowing who we were talking with we could answer all of the questions
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0.0%
10.0%
20.0%
30.0%
40.0%
0
5,000
10,000
15,000
8-‐Dec
15-‐Dec
22-‐Dec
29-‐Dec
5-‐Jan
12-‐Jan
19-‐Jan
26-‐Jan
Respon
se Rate
Messages
Total Inbound Messages Messages Requiring Responses
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
0
1,000
2,000
3,000
4,000
8-‐Dec
15-‐Dec
22-‐Dec
29-‐Dec
5-‐Jan
12-‐Jan
19-‐Jan
26-‐Jan
Respon
se Rate
Messages
Total Inbound Messages Messages Requiring Responses Messages Not Requiring Response (NRR) Response Rate
Social Media Support Facebook Twi>er Facebook Twitter
• Strong partnership with Reservations enabled us to build the support team we needed to assist customers
• Close monitoring and reporting of our progress, the volume of conversations, and sentiment
• Identification of our customers in social channels – getting to know them even better
• Tools help responses flow from community managers to our social agents and helped establish a baseline for reporting and tracking
• Focus on the core community – those we talk with the most • Reaching out quickly when faced with crises or issues
The foundation of a top shelf response operation is in place
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Tweetchats at #unitedplanechat
574,306 accounts reached 3,726,454 impressions Advertising Sept ‘13
Also testing Google+ hangouts! Hangout on Air with the App team November ‘13
260,137 accounts reached 3,450,552 impressions Winter Ops Feb ‘13
235,139 accounts reached 4,366,344 impressions Bag services June ‘13
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Fly the Friendly Skies
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United Progress – p.s.
§ The coast to coast domestic premium service with International amenities.
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United Social Media Growth in 2013
Month (# of Posts)
Source: Facebook Insights, SocialEngage, Google Analytics, YouTube Analytics * Facebook Positive Interactions are a combination of user likes, comments, shares, clicks and video plays ** Tweets are Outbound @united tweets (not replies or DMs)
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
450,000
500,000
0
100,000
200,000
300,000
400,000
500,000
600,000
Feb(40) Mar (54) Apr(72) May(81) Jun(94) Jul(67) Aug(86) Sep(102) Oct(96)
Posi
tive
Scor
e
Page
Lik
es
Facebook Page Likes and Interactions
Page Likes Positive Score Linear (Page Likes) Linear (Positive Score)
0%
20%
40%
60%
80%
100%
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13
New
Vis
itor %
Visi
ts
Hub Visits and New Visitor %
Visits New Visitor % Linear (Visits) Linear (New Visitor %)
0
2000
4000
6000
8000
10000
12000
14000
16000
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13
Twee
ts
Follo
wer
s
Twitter Followers and Tweets
Followers Tweets Linear (Followers) Linear (Tweets)
0
100,000
200,000
300,000
400,000
500,000
600,000
700,000
Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13
View
s
YouTube Views
Views Linear (Views)
19
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United Social Media Growth in 2013 (Cont.)
Source: LinkedIn Insights , Statigram * LinkedIn Engagement Rate is Engaged Users divided by Reach )
0.00%
0.20%
0.40%
0.60%
0.80%
1.00%
1.20%
1.40%
1.60%
1.80%
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
90,000
May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13
Enga
gem
ent R
ate
Follo
wer
s
LinkedIn Followers and Engagement Rate
Followers Engagement Rate Linear (Followers) Linear (Engagement Rate)
0
100
200
300
400
500
600
700
800
0
2,000
4,000
6,000
8,000
10,000
12,000
Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12
Posi
tive
Scor
e
Page
Lik
es
Instagram Followers and Likes Per Post
Followers Likes Per Post Linear (Followers) Linear (Likes Per Post)
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§ Looking back to 2012 and earlier, one would hardly recognize the United brand from a social media perspective
§ The increased focus on social media, particularly from a customer service perspective, has been transformative
§ The focus on foundational quality in customer service and responding in general – versus simply increasing the volume of brand content pushed out – has been strategically beneficial
§ The “black hole” is no longer there
§ It wasn’t too late for United
§ Our customers have benefited greatly
We will continue to evolve, grow, optimize and improve our social presence; deepen alignment across the company; bridge our digital ecosystems and focus on providing a flyer friendly experience for our fans and followers
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Then vs. Now Summary
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Thank You *
Karin Moan Director, Social Media karin.moan@united.com @united facebook.com/united www.unitedhub.com youtube.com/united instagram.com/united linkedin.com
Lora O’Riordan Manager, Social Media Operations lora.oriordan@united.com @united facebook.com/united www.unitedhub.com youtube.com/united intagram.com/united linkedin.com
SOCIALMEDIA.ORG/SUMMIT2013ORLANDO
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