Hawaiian Airlines Social Media ChannelsTwitter – 26,437 Followers
@HawaiianAir @HawaiianFares@HawaiianMiles@EarnXtraMiles
Facebook – 105,263 FansFacebook.com/HawaiianAirlines
Facebook.com/XtraMiles
Youtubehttp://www.youtube.com/user/HawaiianAirlines
Flickrhttp://www.flickr.com/photos/hawaiian-airlines/
What it means to manage Social Media
• Sales and Marketing– Advertise products– Manage promotional campaigns
• Consumer Affairs– Answer customer questions – Triage customer issues
• Corporate Communications (PR)– Share press releases– Respond to breaking news
Principles of Social Media Management
EMBODYLISTEN
ENGAGEEMPATHIZE
INFORMPARTICIPATEFAMILIARIZE
MEASUREADAPTSHARE
Case Studies: Aloha Passport to Paradise
What We Did• Promotion ran from Feb. 23 –
Mar. 8, 2011• Users created passports with
photos and destination stamps• Two winners were randomly
selected and won a Roundtrip for 2 to their top destination
• The person with the most “popular” passport was given 100,000 HawaiianMiles
• $1,188,232 in revenue• 331 new HawaiianMiles
members• Agency received a Web
Visionary Award for “Friending Social” category
Case Studies: Incentives and EventsPrivatized @HawaiianMiles• Twitter users must register their
HawaiianMiles account in order to follow @HawaiianMiles
• 500 HawaiianMiles awarded to member after account verified
• Followers are delivered tailored messages about partner offers, program updates, and exclusive giveaways
TwitMobs, Tweet-ups and Trivia• Monthly TwitMobs, or mini
Tweet-ups, held at XtraMiles partners
• Tweet-ups hosted at sponsored events
• Giveaways done through trivia contests on Twitter
Case Studies: Live Tweeting
What We Did• Inaugural flight to
Incheon, South Korea and Osaka Kansai, Japan
• Encouraged winners to Tweet and share photos
• Bloggers tagged coverage with hashtag
Case Studies: Giveaways and Deals
Giveaways•Free Tickets•Hosted winners•Live Tweets
Fare Finder Thursday•Advertise low, close-in fares•Feature different destinations •Spark participation from customers•Prove benefit to Followers
Now to the stuff you can actually use..
Jump In!•Become a true user and fan of social media•Facebook, Twitter, LinkedIn – A MUST!•Music, Video, Location Base, Review, Photos
Learn!•Brian Solis Engage•Gary Vaynerchuk The Thank You Economy•Tony Hsieh Delivering Happiness
Thrive!•Use social media to optimize your goals, professional to personal
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