”SAS – you rock”

Social Media the SAS way

Christian Kamhaug @ckamhaug

Head of Social Media

SAS Corporate Communications

twitter.com/SAS | facebook.com/SAS | youtube.com/flySAS

LYSSNAAVGIFT 0:-

FRÅGAAVGIFT 0:-

KONTAKTAVGIFT 0:-

Source: Forrester “The Customer Experience Index 2007”, http://www.forrester.com/Research/Document/Excerpt/0,7211,43877,00.html,

Brandweek, http://www.brandweek.com/bw/news/recent_display.jsp?vnu_content_id=1003677228

“In the old days, someone might have a

bad customer experience and tell 10

people. But now, with the rise of blogs,

MySpace and Facebook, that person might

be able to tell 10,000 people. This totally

changes the dynamic, and importance, of

customer experience.”

Bruce Temkin, vp/principal analyst at Forrester Research

What is social media?

• Social Media is the use of

technology – on online or

mobile platforms – that allows

end users to engage in multi-

directional conversations in or

around the content on the

website

Nye medievaner

• I Norge bruker vi media 90 min mer pr dag

• 30% av den tiden brukes på sosiale medier

• ALT er knyttet til sosiale medier

The BIG kahuna

• Mer enn 750 millioner brukere globalt

• Hver 12. person på kloden!

• Verdens tredje største“land”

• Mer enn 9 millioner aktive brukere i Skandinavia

– Norway: 2,5 million monthy users

– Norway: 1,5 million daily users

• Mer enn 200 millioner bruker Facebook på mobil

SAS Social Media objectives

All communication within the social media arena shall

support SAS business strategy & brand promise.

1. Decrease negative mentions in online conversations.

2. Make excellent branded content that tells our story and make it

visible and sharable.

3. Establish SAS as an active and trustworthy company in online

conversations.

4. Increase the traffic to our commercial web sites with the

objective to convert traffic to customers.

5. ….and provide excellent customer service

CASESTUDIES

US Airways

United Breaks Guitars

• United broke his guitar

• Did not take responsibility

• David wrote a song

• Did a video & posted on YouTube

• 500.000 views in three days

• Now more than 10 million!

http://www.youtube.com/watch?v=5YGc4zOqozo

SAS

SOCIAL MEDIA

CHANNELS

Channels - Statement

One Channel per social media platform

Global & Local messages

The Head of Social Media coordinates channels.

SAS Social Media Channels

• facebook.com/SAS

• twitter.com/SAS

• YouTube.com/flySAS

• flick.com/flySAS

• gowalla.com/flySAS

• foursquare.com/SAS etc….

www.facebook.com/SAS

www.youtube.com/flySAS

www.twitter.com/SAS

CRISISCOMMUNICATION

INSOCIALMEDIA

EUROPE’S MOST PUNCTUAL AIRLINE

Vulcano Ash Cloud: Crisis Situation

• 16 april – all flights in Northern Europé cancelled

• Disruption response organsiation, ”DRO” established

• Chairman: Chief Commercial Officer & represantatives from

all parts of SAS e.g. Operations, Customer Relations &

Communication.

• DRO meetings several times a day regarding the traffical and

commercial situation.

• Daily reports & prognoses from Eurocontrol, Metoffice &

other authorities.

• Flight information & status regarding the ash cloud changes

by the hour.

Ashcloud

• More than 17.000 new fans in one week

• More than 5.000 questions posted

• 99% answered within 5 minutes

• SAS message displayed more than 1 million times

• Used off-line channels as well as online to contact pax

• 20 editors online 05:00 – 02:00 every day!

The team

• Establoished ad-hoc in onw day

• 15-20 colleagues from fra

– Communications

– eCommerce

– Marketing

– EuroBonus

– Human Resources

– Customer Relations

• Focus: Help our customers

• Channels:

– FB, Twitter, flysas.com, SMS

“SAS – you rock!”

• Miriam was returning to the USA – Flight operated from Oslo – bus from

Stockholm.

– Miriam wrote on FB that she wouldn’t reach

the bus on time

– SAS FB team called the bus and held it back

for her

– On FB she wrote: “SAS – you rock”

• Two pregnant women stuck in Spain

were contacted via FB by SAS sales in

Spain and were put on the fist flight

home

Feedback

How we communicate

• Consistent messages through all channels

• Folksy & charming

• Try some humor!

• Drop no hooks – bite no hooks

• Answer everything – positive as well as negative

• Write only what you know

– “I don’t know” is ok!

• Be personal and care!

What to look for in your team

• Wide knowledgebase

• A big network within the company

• Can-do attitude

• Enthusiasm

• Commercial thinking

• Common sense

Success?

• Enormous increase in number of fans

– Nice, steady growth with limited “unlikes”

• Positive media attention – primarily in Scandinavia

• SAS went from an index 40 to 90 measured for “caring” in online

conversations

• Internal enthusiasm in an extreme situation

• A new understanding among top-management for social media

• A framework for how to deal with future crisis

– Swedish pilot-strike

– Norwegian security controllers strike

– Snow chaos in London

SASSOCIALMEDIA

TODAY

Social media as a hub

Social Media

HR

Marketing

EuroBonus

Customer Relations

Corporate

Communications

Operations

Online

Sales Product Development

Cust omer

Contact

Center

Facebook monitoring today

Internet Support

Corporate Communications

Expert Team

Day-to-day replies

Status updates

& news

Functional experts

SAS on Facebook

• Mer enn 110.000 “fans”

• Hva snakker folk om?

– EuroBonus

– Bagasje

– Gode opplevelser med SAS

– Priser

– Nye destinasjoner

What we give back!

• Customer service every day 08:00 – 22:00!

• News & offers

• Job openings

• Travel tips

• New Scanorama every 1st of the month

• Flashback Friday every Friday

• Live video streaming and photos from events

Recurring themes

Scanorama every 1st of every month

Flashback Friday – every Friday

Job-openings

Global sales campaigns

New routes

Local messages in local language

SAS Facebook stats - 110 556 “fans” 1. Norway

2. Sweden

3. Denmark

4. UK

5. USA

6. Poland

7. Japan

8. Germany

9. Finland

10. Spain 11. Italy

12. Greece

13. Thailand

14. France

15. Indonesia

16. Turkey

17. Mexico

18. Ireland

19. India

63%

70%

Source: Facebook Insights / 06JUN11

1

2

3

1 – Ashcloud I

2 – Snow problems London

3 – Ashcloud II

4 – SAS Tattoo

4

SAS Facebook survey 2011

Are you more or less satisfied with SAS after following SAS on Facebook

Much more satisfied

Somewhat more satisfied

Same as before

Somewhat less satisfied

Much less satisfied

64% MORE satisfied

77% are EuroBonus members

100.000 fans!

• Saturday 27AUG 19:19

• 9 days later at Lucky 7

Tattoo in Oslo

• Got attention in print

media & radio in Norway,

Sweden & Denmark as

well as in social media

Inspirasjon

The results

• Launched 01SEP

• Over 2 million via Twitter within 65 min

• The Love-link was spread by at least 1000 people on Facebook,

estimate reach of 200,000 users

• Over 100,000 visitors via Facebook

• Incorporated into SAS’ own Facebook page, 95% positive/neutral

comments

• Over 500,000 unique visitors to the SAS Love-site

• Over 350,000 votes

• Over 300 couples from all over the world

• Turned into a blog once compeition closed

Anders Lindström/STODP-M

And the winner is…

• Over 150 million worldwide heard or read of the

campaign via social media, TV, online media, radio,

print media, bloggers, etc.

• Overwhelming amount of media coverage, 99.9%

positive

• Coverage includes: BBC, Time, ABC, CNN, AFP, The

Sun, The Independent, Politiken, Sunrise, Yahoo!, etc.

• $1 million in media coverage in US alone

• Significantly raised the awareness of SAS positively in

international areas; increase in bookings

• No or minimum marketing spend

• PR value to date: approx. 50 million SEK! (€5.6M)

• Return on investment over x1000

Anders Lindström/STODP-M

SAS RISING STARS

flysas.com/sasrisingstars

SAS future in Social Realtions

• First we listended

• Then we engaged the

community

• Now we plan to involve

our 110.000 fans

• 110.00 fans can’t be

wrong, right?

• Use the community to get

feedback and ideas to

improve the SAS product

Involve

Engage

Listen

Involve!

• On October 13 we invited our

Facebook-fans to suggest the 22nd

new route for Summer 2012

• The 10 most popular suggestions will

go to a vote on Facebook

• The most popular destination will be

flown for two months from Oslo in

June-July 2012

• First ever crowdsourcing of route-

network by an airline

Contact me – any time!

• chk@sas.se

• +47 95 71 55 77

• twitter.com/ckamhaug

• facebook.com/ckamhaug

• no.linkedin.com/in/ckamhaug

• gowalla.com/Ckamhaug

• blogg.scanair.no