SHORT HISTORY

DISTRIBUTION

22 main bases across Europe

London-GatwickLondon-Luton

London-StansteadMilan-Malpensa

Bristol

over 130 network points

POINT-TO-POINT FLIGHTS

PRIMARY AIRPORTS > SECONDARY AIRPORTS

MARKETS

“make flying as affordable as a pair of jeans”

Europeans

budget travelers

light packers

holiday makersbusinessmen

SECOND LARGEST LOW COST CARRIER

COMPETITORS

BRAND FACEBOOK PAGE

LIKES166, 506 3, 562

PTA

5TABS

videos

notes

memory makerevents

photos

ANALYSIS

CATEGORY OF BRAND’S POSTS

branding - 4 communication (product) - 1 communication (promotion) - 8 customer care - 0

infotainment - 7

CATEGORY OF BRAND’S COMMENTS

branding - 1 communication (product) - 0 communication (promotion) - 0 customer care - 48

infotainment - 0

CATEGORY OF FAN’S POSTS

fanship/support/endorsement - 0 conversation bet. users - 0

gratitude - 1 complaint - 2 reaction - 1 information request - 13 scorn/offense - 3

CATEGORY OF FAN’S COMMENTS

fanship/support/endorsement - 31 conversation bet. users - 18

gratitude - 4 complaint - 25 reaction - 27 information request - 27 scorn/offense - 8

INDEX OF ACTIVE CONVERSATION

FANSBRAND95%

active - 19 non-active - 1 active - 15 non-active - 5

75%

AVERAGE ENGAGEMENT

COMMENTS LIKES SHARES

73.4 131 16.5

COMMENTS LIKES SHARES

0.85 0.10 0

BR

AN

DFA

NS

RESPONSE NATURE TO BRAND’S POSTS

fanship/support/endorsement - 31 conversation bet. users - 17

gratitude - 4 complaint - 25 reaction - 27 information request - 26 scorn/offense - 8

CUSTOMER CARE INDEX

93%Posts with replies - 14 no replies - 1

CONCLUSION

• Brand reps reply to inquiries and other customer matters if customers comment on posts made by the brand, not other users

• Attempts at promotional posts and infotainments by the brand are not necessarily helpful to the brand’s image because users are using these as platforms to voice out their negative opinions

• Inconsistencies in the frequency of replies by the brand to customer concerns

• Brand reps only reply to user questions they can answer, leaving a select few out in the dark

• Brand rep replies usually ask customers to visit their website and search for relevant information, rather than answering the questions directly

• Brand reps don’t help other customers with similar inquiries

SUGGESTIONS

• Work on more timely and accurate announcements (especially regarding new flight schedules) so as not to keep customers waiting in the dark about their travel plans

• Answer the questions directly, instead of asking customers to visit their website and search for themselves

• Try as much as possible to reply to every post and comment, even the negative ones