Case Quality Hunters

Aku Varamäki, Social Media Manager, Twitter @akuvaramaki

2. lokakuuta 2012 Presentation / Firstname Lastname 3

4

Sales at finnair.com SHORT TERM

Commercial utilisation of social media

Buy targeted impressions and optimise

TARGET MECHANIC

Sales at finnair.com MEDIUM TERM

BRAND EQUITY

MOOD

Recruit fans, engage & offer

Bond

5

OPEN INNOVATIONS –

CROWDSOURCING Our aim with Quality Hunters has been to create an OPEN INNOVATION PROGRAM to improve the Finnair

offering – as well as the airport experience with Helsinki Airport - and create a genuine dialog with our key target

audience, business travelers.

http://www.youtube.com/watch?v=Z7gTUf44KUk

7 VIIKKOA

122 LENTOA 49 LENTOKENTTÄÄ

www.qualityhunters2.com

• Total amount of posts: 576

– about 15,9 per day

• Post by the Quality Hunters: 552

– About 13,7 per day

• Posts by the Guest Writers: 24

• Total amount of comments: 5,508

– About 131 per day

Shortlisted Ideas

• Meat free Monday • Magazine and book

swap • Boarding bracelet • A public place of the

arts and performances • Finnish Asian fusion

kitchen • Fresh deli mobile unit • An ongoing online

service development platform

• Airport Explorer Service app

• Audiobooks or e-magazines

• Organising random

business meetings • Theme flights • Acknowledge birthdays

and anniversaries • Destination information • New meal options for

the airport and flights • Activity / action centre • Strategic theming of

gates • Airport Hostel • On-board private hiding

place • Micro communication

at all touchpoints • Develop

announcements at the

airport and onboard • Finnair / Helsinki Airport

themed products • Communication cards

on plane • Bring Finnish nature

to the airport • Airport casino • Personal shopping

assistant • An intermediary class

for Finnair

Top-voted ideas

• Meat-free Monday

• Magazine and book swap

• Boarding bracelet

• A public place for arts and performances

• Finnish Asian fusion kitchen

Tulokset

Media Hits

September 153

October 124

November 126

December 17

TOTAL 420

(in 22 chosen countries / regions)

Visitors

12 September – 18 December

• Uptime: 98 days

• About 1,949 unique visitors per day

Statistics

16

*

* Around thins point the

Quality Hunters stopped

writing blog posts.

(Beginning of December)

• Total mentions: 9,140

• Tweets from @QualityHunters: 2,855

• Tweets from the community: 6,285

• Total Reach: 9,607,343

• Following: 996

• Followers: 895

• Listed: 33

Yhteisöllinen palvelukehitys

Book swap

Inflight veggie meal

Mitä QH on nyt?

• “Reach” yli 35 miljoonaa

• 24,212 Twitter “mentions”/mainintaa @

• Elävä yhteisö

• Joukko ilmaisuvoimaisia, uskollisia brändin suurlähettiläitä

"It was nice to be recognized by the airline but being part of this company’s social network meant more to me than they would ever know.[...] And I have to admit… every time I walk past a Finnair check-in desk… I smile. I am even thinking about a trip to Finland. After all, I really have to see that book-swap lounge, right?“ @mrsaroundworld

2. lokakuuta 2012 Presentation / Firstname Lastname 20

Mitä yhteisö vaatii meiltä

• @qualityhunters-Twitter-tili

• Sisällöntuotantoa ja yhteisön manageerausta

• Uusia viestintätaitoja ja avoimuutta

www.qualityhunters2.com

Kiitos!

Tsekkaa myös nämä:

www.twitter.com/qualityhunters

www.facebook.com/Finnair

www.twitter.com/Finnair

Twitter @akuvaramaki

Email anna-kaisa.varamaki@finnair.com