Crises Management 2.0 Asiana Airlines Flight OZ214 in … · questions about flight operations ......
Transcript of Crises Management 2.0 Asiana Airlines Flight OZ214 in … · questions about flight operations ......
We Believe in Thinking Differently
about Aviation Marketing
Crises Management 2.0
Asiana Airlines Flight OZ214 in SFO Case study & Analysis
Find us on:
11:27am: Plane makes impact at SFO
11.28am: – First photo from a Google employee boarding another flight hits
Twitter (within 30 secs!)
11.30am: Emergency slides deployed
11.45am: First photo from a passenger posted on Path, Facebook and
11.56am: Norwegian journalists asks for permission to use photo from first
posters. Tons of other requests follow
1.20pm: Boeing issues statement via Twitter
2.04pm: SFO Fire Department speaks to the press
3.00pm: NTSB holds press conference, and keeps updating Twitter with
photos
3.39pm: Asiana Airlines statement released
3.40pm: White House releases statement
Timeline of Events – 6 July 2013
Source: AFP, @JohnSaeki, http://twitpic.com/d1hh8e
We Believe in Thinking Differently
about Aviation Marketing
Asiana Flight 214 Crash:
Social Media bursts with Live
updates from passengers and
others at SFO
Learn more about our in-house Crises Management MasterClass
Read full account: http://bloggerchica.com/how-social-media-broke-the-story-of-the-sfo-plane-crash/
The first tweet, posted within
30 seconds of impact
Krista Seiden, a Google employee,
was boarding another flight when
the Asiana aircraft hit the runway.
She had her mobile phone in her
hand, and her first instinct was to
snap a photo and tweet it out. All
within seconds of impact.
First photo
from a
passenger hits
Twitter, via
Path David Eun, a Samsung executive was the first passenger to post a photo of the burning wreckage, 18 mins after the crash.
https://path.com/p/1lwrZb
Given the large number of
passengers from mainland
China, it was inevitable that
there would be posts made
on leading networks there,
like Weibo, QQ and Xiaonei.
One of the passengers
constantly updated his status.
First Photos posted
on Weibo by a
Chinese passenger
http://www.weibo.com/stephenzyj
Ironically, he was
the one who was
seen running with
his carry-on bag,
in the first photo
taken by David.
He says he did
not want to lose
his passport.
He justifies his decision to run with his carry-on
bag
http://www.weibo.com/stephenzyj
A number of passengers
at and around the airport
start connecting over
Twitter hashtags and
conversations ensue.
Here is a very interesting
thread: https://twitter.com/DanielleLWells/s
tatus/353663158826713088
Other passengers
at SFO start
interactions
https://www.facebook.com/sheryl/posts/10152997724435177
Facebook COO, Sheryl Sandberg made a post that went
viral
We Believe in Thinking Differently
about Aviation Marketing
Asiana Flight 214 Crash:
Journalists, NTSB, SFO and other
airlines provide Constant Updates
Learn more about our in-house Crises Management MasterClass
https://www.facebook.com/sheryl/posts/10152997724435177
Influential journalists provided constant
updates on Twitter and Facebook
The NTSB Provides regular updates via Twitter One organisation that did a good job with updates was the National Transport Safety Board in the US.
They constantly updated their Twitter account, even on a Sunday, as soon as more information was obtained by those on the scene, culminating in a press conference.
Constant stream of
photos from the NTSB
Click here to view more photos from NTSB
The NTSB also were the first to
become the official source of
close-up photos from the
tarmac, which were all released
through Twitter.
San Francisco Airport
switches to crises mode
SFO starts updating Twitter and
Facebook constantly with the
latest on the situation.
The airport makes good use of
hashtags, and tries to reply to
individual passengers as much
as possible.
San Francisco Airport
switches to crises mode
The airport’s Twitter account also regularly re-tweets other authorities, like the NTSB, and airlines updating passengers about the situation.
This allows them to address the concerns of a large number of travellers, who often had similar questions about flight operations and delays.
We Believe in Thinking Differently
about Aviation Marketing
Asiana Flight 214 Crash:
Asiana finally responds…
Learn more about our in-house Crises Management MasterClass
Press Release
posted on Twitter
and G+ Asiana Airlines finally
updates Facebook and
Twitter, with an initial
statement that thanks
people for their concern
and support.
A press release is posted 8
hours after the crash.
No status updates
prior to the
statement Unfortunately, for six hours
prior to the airline making a
statement, most of their
messages online seem
incongruent.
And this gets noticed by
the press and others too…
Meanwhile, Facebook fan numbers for the airline shoot up dramatically
Certainly, concerned
family members,
travellers and the public
flocked to Asiana’s
Facebook page to look
for information, but were
disappointed for the first
six hours.
The first update from
Asiana on Facebook about
the crash was its second
most shared post this year.
Ironically, it was also their
most “liked” post till date
as well.
Source: Unmetric
The airline’s first
Facebook update
was a big hit
Twitter followers
grow dramatically
as well
Most journalists and
news editors, along with
others interested in the
news were expecting
more regular updates
from Asiana Airlines
Not replying?
It seems that Asiana didn't capitalize on Twitter's reach and didn't tweet any more than usual over the weekend to keep people updated of the situation. Moreover, they did not reply at all to tweets during the period of crises. Not at all.
Asiana’s stock price dips 6.2% in a day
The crash, followed by a delayed response, and then preliminary investigations pointing to potential pilot error culminated in a dramatic slide in the airline’s stock price.
We Believe in Thinking Differently
about Aviation Marketing
Asiana Flight 214 Crash:
Lessons in Crises Communications
Learn more about our in-house Crises Management MasterClass
What’s your 20
second PR strategy?
In the age of the connected traveller, airlines do not have 20 minutes, but rather 20 seconds to respond to a crisis situation. Asiana Airlines clearly was not ready for this situation that ensued online. But each airline and airport needs to build social media into its standard operating procedures for crises management.
The accidental spokesperson may not always be right While Krista Seiden happened to be at the right place at he right time, not all her information was accurate. For example, the flight did not arrive from Taipei. Soon after, some journalists mis-interpreted that 60 un-accounted for passengers were actually fatalities. If Asiana was participating online, it could have corrected these facts.
Where do your customers talk about you? If most of the passengers on the plane were Chinese and Korean, it was a matter of time before the news was posted on mainstream social channels in their home countries, like Weibo and WeChat. A professional crises communications team must speak to customer where they “reside online, and address their concerns using the same media.
It appears from the incidence that Asiana Airlines has not invested in any kind of social media crises or customer support strategy.
They have banned people from posting on their Facebook wall. On Twitter, they reply to a handful of very positive tweets, but don't answer any client questions.
And all this backfires when there is a crisis situation. Had they planned ahead, engaged passengers and journalists online and set the facts right, the damage to the brand could have been reduced. But now, it cannot be undone.
Don’t start digging the
well, when you’re thirsty
Learn more about our in-house Crises Management MasterClass
We Believe in Thinking Differently
about Aviation Marketing
Asiana Flight 214 Crash:
Crises Management 2.0 – How to
prepare for the next crises?
Learn more about our in-house Crises Management MasterClass
Download full infographic here
American Airlines Flight 24
Download full infographic here
1. Top 10 aviation crises management case
studies
2. Aviation Crises Management infographic
3. Royal Brunei Airlines emergency landing
case study
4. Over 50 of SimpliFlying’s crises
management updates and articles
5. SimpliFlying in-house Crises
Management MasterClass
More crises management
resources….
http://www.SimpliFlying.com
For more case-studies:
www.SimpliFlying.com
Helping airlines & airports engage travelers profitably
SimpliFlying has worked with over 35 airlines and airports
globally on customer engagement strategy. If you’re keen to
ensure that your crises management strategy remains relevant,
get in touch to learn more about our consulting and training
services.