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140 Table A-1 presents the draft survey for the interviews to be conducted with selected airport representa- tives at U.S. and non-U.S. airports. This survey will be adapted for the interviews with representatives of non-aviation industries. The draft survey outlines the topic areas and questions that will be used to gather information for the synthesis project. appendix a Survey Questionnaire TAble A-1 SUrvey for inTerviewS Synthesis ACRP 11-03/Topic S13-01-08 Understanding the Value of Social Media at Airports for Customer Engagement Thank you for agreeing to participate in a telephone survey for ACRP synthesis project âUnderstanding the Value of Social Media at Airports for Customer Engagement.â The objective of the project is to showcase social media strategies and guidelines that airport operators use to engage customers and drive business results. During this research phase, we hope to: Review the methods used by airport operators to measure and determine the value of social media Identify examples of social media guidelines and policies that can be adapted by other airports Define effective strategies to interact with passengers in real time Gather information on airport social media budgets and how resources are allocated for social media efforts Identify opportunities for revenue enhancement using social media applications Describe the process for establishing social media partnership agreements with airlines, concessionaires, the local community, and others The survey results will be reported in the aggregate to maintain confidentiality. However, we would like to include case study profiles and effective practices in the final synthesis report with your permission. We would provide the text about your airport for your review and approval before publication. Please note, this survey will be used to guide and collect information during the interview and does not require a written response.
141 (Continued on next page) 1. Please review the following table of social media platforms and indicate which of these are currently used at your airport and any others that are likely to be added in the future. Please rank your social media platforms currently used in order of importance or value with 1 being the most important or valuable. Please provide the URL or link for each platform. 2. For each social media platform identified in Question 1 and the table below, please describe how each is currently used at your airport and the expected uses of new social media platforms in the future. Social media platform Currently in use (2013) (please rank) Likely future use (indicate all that apply) URL or link Description of current and potential future uses Facebook Flickr Foursquare Google+ Instagram Pinterest Qype Soundcloud Tumblr Twitter Vine YouTube Other (please specify) 1. 2. 3. 4. 5. TAble A-1 (continued)
142 TAble A-1 (continued) 3. Please review the following partial list of potential customer engagement strategies using social media and indicate whether any of these have been used at your airport and, if so, how frequently (i.e., daily, monthly, annually, or rarely). Please add other strategies not listed below. 4. For each customer engagement strategy identified in Question 3 and the table below, please provide examples unique to your airport. Some examples might include a contest related to the promotion of a local event or posting pictures of the launch of new airline service to a new destination or by a new aircraft (e.g., A380, B787). Customer engagement strategies Indicate all that apply Frequency of usage (Daily, monthly, annually, or rarely) Examples Contests Contests or discounts using location-based social media platforms such as Foursquare Customer service tweets Display of signs throughout the airport notifying passengers of social media used by the airport Free airfare or vacation promotions Partnerships with concessionaires and airlines Partnerships with the local community Postings of major airport events (e.g., new airline service, opening of new facilities) Posting and sharing pictures with and from passengers Posting videos of major airport and community events Posting alerts on traffic issues affecting airport access Posting status of delayed flights or events affecting airport closure Other (please specify) 1. 2.
143 5. Does your airport have any partnership agreements with airlines, concessionaires, the local community, or others to use social media platforms for customer engagement? If so, please describe the nature of these agreements including the type of promotion, whether it is an ongoing partnership or a one-time promotion, and whether the agreement was formal (in writing) or informal. Would you make the same or similar social media partnerships in the future? What lessons were learned? 6. How do you use real time information from passengers? How has that information affected airport operations and management? 7. For each social media platform identified earlier in Question 1 and shown in the table below, please describe how you measure the value of your airportâs social media efforts, both positive and negative. Do you measure the value of social media platforms separately in terms of likes, friends, etc. or in combination with other airport marketing tools in terms of the impact on customer satisfaction? Are there any airport results that can be directly linked to social media? Is the value of social media considered in the allocation of the airportâs budget to social media initiatives? Social media platform Airport results linked to social media (yes/no) Social media value linked to budget allocation (yes/no) Description of methods used to measure and determine the value of social media Facebook Flickr Foursquare Google+ Instagram Pinterest Qype Soundcloud Tumblr Twitter Vine YouTube Other (please specify) 1. 2. 3. 4. TAble A-1 (continued) (Continued on next page)
144 8. Do you currently use any social media management tools such as those listed in the table below? Are you likely to use any others in the future? 9. For each social media management tool identified in Question 8 and the table below, please describe how each is currently used at your airport and the expected uses of new social media management tools in the future. How do you use social media data to evaluate trends at your airport? Social media management tools Currently in use (2013) Likely future use (check all that apply) Description of current and potential future uses Hootsuite Radian6 Tweetdeck Vocus Other (please specify) 1. 2. 3. 10. Does your airport have documented social media guidelines or policy? If so, could you provide a copy of those guidelines or policy for this research project? And further, would you grant permission for your guidelines or policy to be included in the final synthesis report as an example that could inform the establishment of guidelines by other airport operators? What was the impetus for documenting social media guidelines? If your airport does not have a social media policy, were there any concerns about having documented guidelines? 11. What barriers and challenges have you faced in adopting and maintaining your airportâs social media programs? How has each of these been addressed? 12. Can you provide an estimate of your airportâs social media budget? (Individual airport budgets will not be reported; a range or an aggregate average spent per passenger will be calculated.) How has the budget been allocated among social media efforts? Does your airport capture staff time spent exclusively on social media? 13. What are the lessons learned from your experience with social media? Thank you very much for your participation in the survey. TAble A-1 (continued)
