Understanding the Value of Social Media at Airports for Customer Engagement (2014) / Chapter Skim
Currently Skimming:
Pages 19-131
The Chapter Skim interface presents what we've algorithmically identified as the most significant single chunk of text within every page in the chapter.
Select key terms on the right to highlight them within pages of the chapter.
From page 19... ...
20 chapter six SOCIAL MEDIA CASE EXAMPLES Based on the information gathered from the survey interviews, this chapter summarizes the barriers and challenges faced in establishing social media programs, the lessons learned, and the resources needed to maintain and develop social media programs, followed by the case examples for each airport and non-aviation business. BARRIERS AND CHALLENGES The following summarizes the barriers and challenges faced by airport operators and non-aviation businesses in establishing and maintaining social media programs and how each was addressed.
|
From page 20... ...
21 • Start slow. Let your social media community grow organically.
|
From page 21... ...
22 Airport Background CAK is located approximately 10 miles southeast of Akron and 10 miles northwest of Canton. The Airport's primary service region is the four-county Akron and Canton–Massillon Metropolitan Statistical Areas, with a population of 1.1 million.
|
From page 22... ...
23 FIGURE 4 Akron–Canton Airport at sunset. (Source: Akron–Canton Airport.)
|
From page 23... ...
24 • Informing the community about important capital investments such as CAK 2018, the Airport's 10-year, $110-million capital improvement plan, including the opening of the new Aircraft Rescue and Firefighting Facility (ARFF) in 2013 and the extension of Runway 5/23 in 2010.
|
From page 24... ...
25 FIGURE 5 Facebook Post: Photo booth at fan party welcoming the inaugural Southwest Airlines flight at Akron–Canton Airport. (Source: http://www.facebook.com/akroncantonairport.)
|
From page 25... ...
26 as shown on Figure 8. Customer Appreciation Day is one of CAK's customer engagement events designed to establish a dialogue and rapport with passengers, which uses social media to post pictures and video documenting the event.
|
From page 26... ...
27 FIGURE 7 Facebook Post: "Where in CAK is this? " Challenge.
|
From page 27... ...
28 flights. Pictures of the veterans on the final Honor Flight CAK are posted on the Airport's social media channels, as shown on Figure 9.
|
From page 28... ...
29 FIGURE 9 Facebook Post: CAK's final Honor Flight. (Source: http://www.facebook.com/akroncantonairport.)
|
From page 29... ...
30 FIGURE 10 Facebook Post: CAK's new Aircraft Rescue and Firefighting Facility. (Source: http://www.facebook.com/ akroncantonairport.)
|
From page 30... ...
31 FIGURE 11 Aerial view of Boston Logan International Airport. (Source: Massport.)
|
From page 31... ...
32 as shown on Figure 13. Logan's social media followers on Facebook and Twitter "liked" and "retweeted" the Airport's Super Bowl postings.
|
From page 32... ...
33 FIGURE 13 Facebook Post: Logan locations showing Super Bowl XLVII (Source: https://www.facebook.com/ BostonLogan.) FIGURE 14 Facebook Post: Poster on Facebook promoting the "An American in Paris" contest.
|
From page 33... ...
34 Use of Real-Time Information for Airport Operations and Management Logan uses Hootsuite to manage all of its social media accounts. Keywords are set individually for each social media channel and are tracked on a daily basis.
|
From page 34... ...
35 FIGURE 16 Facebook Post: The Artists for Humanity Exhibition at Logan. (Source: https://www.facebook.com/BostonLogan.)
|
From page 35... ...
36 Airport Background Yeager Airport began operations at its current site in 1947, and occupies 767 acres in Kanawha County, approximately 6 miles east of downtown Charleston, West Virginia. CRW has a unique history of development as an airport "built on the hilltops" and, at the time of construction, was an example of the most modern methods of moving earth.
|
From page 36... ...
37 FIGURE 18 Twitter Post: CRW Tweet on July 2, 2010. (Source: https://twitter.
|
From page 37... ...
38 Managing Crisis Events On January 19, 2010, a US Airways Express regional jet aborted takeoff and came to rest at the end of the runway. Over the following 5 hours, CRW used social media to manage the crisis event in real time by keeping the general public and media informed with factual and frequent postings.
|
From page 38... ...
39 FIGURE 20 Facebook Post: Start of seasonal service from CRW to Myrtle Beach. (Source: https://www.facebook.
|
From page 39... ...
40 Comments obtained in real time receive an immediate response and appropriate actions are taken. The typical comments related to customer service concern connecting to the Airport's free Wi-Fi and the restroom facilities.
|
From page 40... ...
41 FIGURE 22 West Virginia Air National Guard's 130th Airlift Wing Hercules C-130s parked at Yeager Airport. (Source: https://www.
|
From page 41... ...
42 Social Media Awards In 2012, Dallas/Fort Worth International Airport was awarded first place in the Social Media Initiatives category by ACI–NA as part of its Excellence in Airport Marketing and Communications Awards. DFW's award was for its "Check-In for Great Deals at DFW Airport" social media campaign designed to increase the number of passengers visiting the airport's concessionaires and promote nonairline revenue.
|
From page 42... ...
43 • The development of formal agreements with concessionaires to document promotional offers and facilitate the campaign. The campaign increased the circulation of passengers through the participating concession locations in DFW's five terminals and encouraged passengers to explore concession offerings rather than waiting at gate areas.
|
From page 43... ...
44 QANTAS Inaugural Flight In May 2011, DFW welcomed nonstop service between DFW and Sydney and Brisbane, Australia, on QANTAS. For the inaugural flight, DFW held a passenger engagement event at the departing gate to celebrate, offering light refreshments, giveaways, and the opportunity to pose for pictures with a kangaroo mascot.
|
From page 44... ...
45 American Express Centurion Lounge Opening at DFW Airport On Friday, October 15, 2013, DFW Airport's American Express Centurion Lounge opened to the public; only the second in the United States. The 9,000-square-foot airport lounge is designed to help American Express Card Members relax, recharge, and reboot.
|
From page 45... ...
46 FIGURE 28 Twitter Post: Dean Fearing Tweet and customer responses about DFW Centurion Lounge. (Source: https://twitter.com/dfwairport.)
|
From page 46... ...
47 FIGURE 29 Facebook Post: Solar Impulse aircraft at DFW. (Source: https://www.facebook.com/DFWAirport.)
|
From page 47... ...
48 Dallas/Fort Worth International Airport Airport C.E.O.: Sean Donohue Vice President of Marketing: Sharon McCloskey Senior Manager, Consumer Marketing: Megan Bozarth EUGENE AIRPORT Eugene Airport (EUG or the Airport) uses social media primarily to engage passengers and drive traffic to the airport website.
|
From page 48... ...
49 FIGURE 31 Facebook Post: DFW Aviation and Transportation Career Expo. (Source: https://www.facebook.com/DFWAirport.)
|
From page 49... ...
50 FIGURE 32 Access Road to the Passenger Terminal at Eugene Airport. (Source: Eugene Airport.)
|
From page 50... ...
51 • Announce inaugural flights and new service; • Cross promote airline airfare sales through re-posting or re-tweeting airline links; • Share regional activities such as sporting events at the University of Oregon and Oregon State University; and • Communicate weather, road, and air traffic delays. Social Media Awards In 2010, as an early adopter of social media, Forbes recognized Eugene Airport as one of four airports making a significant effort to engage with their customers using Facebook and Twitter.
|
From page 51... ...
52 Operation Golf Balls Launched as a creative campaign to engage the regional community, the primary objective of Operation Golf Balls was to announce new nonstop service from Eugene to Palm Springs in 2012. The creative element of the campaign included placing 2,000 golf balls on tees in four separate locations in Eugene and neighboring Springfield.
|
From page 52... ...
53 Figure 35 presents the poster for the promotional campaign for the 5K on the Runway. A number of pictures from this event are posted on the Airport's social media platforms.
|
From page 53... ...
54 to responding to tweets to Eugene Airport's Twitter account, airport staff also responds to other airport-related tweets by providing a contact telephone number or e-mail address. For example, Eugene Airport sent tweets to: • A passenger who had lost his driver's license at the airport to alert him that it was available at lost and found.
|
From page 54... ...
55 FIGURE 37 Facebook Post: His Holiness the Dalai Lama at Eugene Airport. Use of Social Media to Promote the Role of the Airport Eugene Airport has used social media to feature a number of significant airport and community events, including: • The Dalai Lama.
|
From page 55... ...
56 Airport Background Los Angeles International Airport opened for commercial airline service in 1946 and occupies 3,673 acres within the city of Los Angeles, approximately 15 miles from downtown. The Airport's primary service region is the Los Angeles–Long Beach–Anaheim Metropolitan Statistical Area, the second most populated metropolitan area in the United States, with a 2012 population of 13.1 million.
|
From page 56... ...
57 • Post videos from news conferences or other events that take place at the airport, such as the landing of Space Shuttle Endeavour in September 2012; • Post job fair information, job openings, and interview dates, such as the HMS Host available positions; • Share factual information for the media; • Provide information on flight delays, encouraging passengers to contact their airlines; and • Provide traffic and incident alerts through the separate Airport Police Twitter Account LAXPD Alerts. Social Media Customer Engagement Strategies Three customer engagement strategies used by Los Angeles International Airport are summarized in this section: Future of LAX, Name that LAX, and Photo of the Week.
|
From page 57... ...
58 Name that LAX "Name that LAX," launched in early 2012, is one of LAX's customer engagement tools designed to create a playful dialogue with passengers and generate interest about the airport. Approximately once a month, LAX posts a "Name that LAX" challenge on social media to identify a location at the airport based on a prompt and a visual clue provided in the post.
|
From page 58... ...
59 international or domestic airlines social media feeds. Comments about customer service that require immediate action are redirected to the appropriate department.
|
From page 59... ...
60 Pets Unstressing Passengers, Bob Hope USO at LAX, and Flight Path Learning Center and Museum. LAX shares information and pictures from each of these programs on its social media channels.
|
From page 60... ...
61 FIGURE 42 Facebook Post: PUP airport volunteer. (Source: https://www.facebook.com/LAInternationalAirport.)
|
From page 61... ...
62 GENERAL MITCHELL INTERNATIONAL AIRPORT Milwaukee County's General Mitchell International Airport (MKE or the Airport) uses a friendly, conversational tone to communicate with passengers on social media.
|
From page 62... ...
63 • Reach out to new audiences with geo-targeted advertisements; and • Promote regional events such as Milwaukee's Summerfest, the annual Milwaukee Air and Water Show, and sporting events for the Milwaukee Brewers. At one time the airport used the programs to run give-away contests using the third-party application "Wildfire." However, the airport has stopped such contests as a result of changes by Facebook.
|
From page 63... ...
64 Geo-targeted Posts to Selected Audiences MKE uses geo-targeting on Facebook to promote the airport as the smart alternative to Chicago's O'Hare International Airport for travelers flying into or out of southeastern Wisconsin and northern Illinois, including Chicago. Geo-targeting allows MKE to deliver posts to potential passengers based on his or her location, such as country, region/state, city, metro code/zip code, organization, Internet Protocol (IP)
|
From page 64... ...
65 Origin–Destination Survey database. MKE uses social media to promote airfare deals by the airlines operating at MKE, including a separate Facebook page "MKE Airfare Deals New Every Tuesday," with links that direct users to the airline websites, as shown on Figure 47.
|
From page 65... ...
66 monitor social conversations. The real-time information that MKE obtained through social media has facilitated changes at the airport, including: • Changes in the maintenance schedule for Concourse C restrooms in response to more tightly grouped flights by Southwest and AirTran following their merger.
|
From page 66... ...
67 Use of Social Media to Promote the Role of the Airport MKE has used its social media platforms to feature some airport and community events, including: • Milwaukee Air Show. The Milwaukee Air Show is held in downtown Milwaukee along the lakefront.
|
From page 67... ...
68 announcements, as shown on Figure 50. The event also celebrated Southwest's national support for the Make-a-Wish Foundation.
|
From page 68... ...
69 Airport Background MSP occupies approximately 3,400 acres in Hennepin County in east-central Minnesota and is located equidistant (approximately nine miles) south and southwest of the central business districts of Minneapolis and St.
|
From page 69... ...
70 • Provide updates on airport improvement projects, including the renovations to security checkpoint 2 -- Humphrey, as well as highway construction projects affecting airport access such as the Diverging Diamond Interchange construction project at 34th Avenue South; and • Communicate weather, road, and air traffic delays, as well as parking garage updates. Social Media Customer Engagement Strategies Four customer engagement strategies used by Minneapolis–St.
|
From page 70... ...
71 Promoting New Airline Service The Airport shares or posts about new airline services. It typically posts about the new service twice -- first when it is announced by the airline, and then when the service has started.
|
From page 71... ...
72 range of historical pictures, including a 1948 Delta poster showing the airline crew in their summer uniforms, celebrity spottings at MSP including Ricky Rubio arriving at MSP to start his NBA career with the Minnesota Timberwolves, and a 1970s photo of the Humphreys Terminal ticket lobby. As shown on Figure 54, Throwback Thursday is popular with MSP's Facebook followers, with 52 likes for the photo posted on July 25, 2013.
|
From page 72... ...
73 Use of Social Media to Promote the Role of the Airport Minneapolis–St. Paul International Airport has used its social media platforms to feature some airport and community events, including: • Relay for Life -- Delta/MSP.
|
From page 73... ...
74 SAN DIEGO INTERNATIONAL AIRPORT San Diego International Airport (SDIA or the Airport) was one of the first major airports to launch an employee blog accessible by the public.
|
From page 74... ...
75 an average of 240 daily scheduled departures to 40 domestic and eight international destinations (multi-airport cities are counted once) and was served by 20 U.S.
|
From page 75... ...
76 FIGURE 57 Facebook Post: Airport concessionaire offering sports-themed articles supporting the Minnesota Wild ice-hockey team. (Source: https:// www.facebook.com/mspairport.)
|
From page 76... ...
77 • Announce new airline services such as Japan Airlines' service to Tokyo in December 2012 and American's nonstop service to Miami in June 2013; • Promote community events such as the opening of a 10,000-square-foot USO facility for military veterans and their families; • Announce musical and other performances that are part of the Airport Authority's Performing Arts Program; • Provide factual information for the media; • Post SDIA job openings; and • Provide notices of weather advisories, flight delays, and ground access delays to the airport. SDIA does not currently use social media contests for free airfares, vacation giveaways, or other prizes because of its current contracts with airport tenants.
|
From page 77... ...
78 Social Media Awards In 2008, San Diego International Airport was awarded second place in the Creative Innovations/ Technology category by ACI–NA as part of its Excellence in Airport Marketing and Communications Awards. SDIA's award was for its Ambassablog, which was designed to "create and build a credible community image as a transparent, trusted and highly responsive agency." SDIA's Ambassablog is written by front-line employees involved in the day-to-day operations of the airport and features regular posts on airport activities, events, and initiatives; reader comments; and several multimedia and interactive features.
|
From page 78... ...
79 FIGURE 61 Facebook Post: Green Build Tour invitation. (Source: https://www.facebook.com/SanDiegoAirport.)
|
From page 79... ...
80 Use of Real-Time Information for Airport Operations and Management SDIA uses Hootsuite to follow conversations happening in the social media sphere, measure the audience's sentiment about the airport, and periodically schedule posts. Hootsuite captures conversations taking place about the airport anywhere on social media, not just on SDIA's social media channels.
|
From page 80... ...
81 125,000 troops and members of their families each year. The new facility includes a luggage room, expanded restrooms, monitors listing airline departure and arrival times, high-speed wireless Internet, Skype access, and complimentary snacks and refreshments.
|
From page 81... ...
82 messaging and a careful understanding of its social audience, while maintaining the flexibility to experiment with new ways of communication. Airport Background San Francisco International Airport opened in 1927, occupies 5,171 acres in San Mateo County, and is located approximately 13 miles south of the city of San Francisco.
|
From page 82... ...
83 • Promote new airline service and concessions through contests and special offers such as Air New Zealand's contest to win two tickets from SFO to Auckland, New Zealand, and Foursquare check-ins at SFO concessionaires to receive complimentary samples and discounts. Social Media Awards In 2012 and 2013, San Francisco International Airport was awarded best single social media promotion by a U.S.
|
From page 83... ...
84 In 2013, SFO was awarded a second SMITTY for its "#SFOHolidays" Postagram campaign, which invited participants to create holiday-themed postcards on Postagram to share on Twitter and Facebook, as described in the following section. Social Media Customer Engagement Strategies Three of the customer engagement strategies used by San Francisco International Airport are summarized in this section: SFO Holiday Postagram Campaign, SFO/SAS European Holiday Sweepstakes, and Inside SFO.
|
From page 84... ...
85 Inside SFO In 2013, SFO initiated a campaign called "Inside SFO," which features 3-minute videos about facilities and operations at SFO. As shown in Table 19, the first video in the series featured the construction of the new air traffic control tower, including the tower design plans and footage of the pouring of the concrete base.
|
From page 85... ...
86 FIGURE 68 Facebook Post: SFO/SAS European Holiday Sweepstakes. (Source: https://www.facebook.com/flySFO.)
|
From page 86... ...
87 and facilitates annual disaster preparedness training with the Navy, Marines, and local first responders. The annual event typically includes an air show featuring the U.S.
|
From page 87... ...
88 TUCSON INTERNATIONAL AIRPORT Tucson International Airport (TIA or the Airport) has built its social media program with the aim of engaging with the local community and becoming a reliable source of information for the Airport's passengers.
|
From page 88... ...
89 Social Media Program Tucson International Airport has been active in social media since 2007, as shown in Table 20. In August 2013, TIA had nearly 5,000 likes on Facebook and nearly 4,000 Twitter followers.
|
From page 89... ...
90 • Cross promote airline airfare sales through re-posting or re-tweeting airline links; • Announce weather disruptions, such as the Monsoon season and snow storms at other airports that affect airline service as well as road works that affect airport access; and • Publish Airport job openings. Social Media Awards In 2013, Tucson International Airport was awarded second place in the Social Media Initiatives category by ACI–NA as part of its Excellence in Airport Marketing and Communications Awards.
|
From page 90... ...
91 Countdown to New Nonstop Airline Service to Portland To promote new nonstop service from Tucson to Portland, Oregon, TIA used its social media channels to countdown the days to November 1, 2013, when Alaska Airlines' service began. The countdown features the top 10 reasons to visit Portland, and includes website links with more information on the reasons.
|
From page 91... ...
92 Fan of the Week TIA features a fan of the week on its Facebook page by posting a fan's provided picture and name. The selection of the fan of the week is based on the number of interactions with TIA's Facebook page, including: • Comments on Facebook posts, • Likes of recent wall posts, and • Posts of interesting stuff on the TIA page wall.
|
From page 92... ...
93 airport, airline computer system failure, and air traffic control system delays. The Airport also posts notices about delayed or cancelled flights by individual airlines; directing the customers to look for updates on the flytucson.com website or specific airline websites.
|
From page 93... ...
94 DUB's view, social media is a platform for telling stories, showing a sense of humor, and establishing a tone that connects with passengers. Airport Background Dublin Airport opened for commercial airline service in 1940 and occupies 2,679 acres (1,084 hectares)
|
From page 94... ...
95 FIGURE 78 Facebook Post: Airport Ambassadors Program. (Source: https://www.facebook.com/TucsonAirport.)
|
From page 95... ...
96 • Announce new service at DUB, such as the Aer Lingus new transatlantic service to San Francisco and Toronto in the summer of 2014 and Torom's service to Bucharest in May 2013; • Promote new airline service and concessions through contests and special offers; • Provide updates on the Airport's capital improvement program, including the construction and opening of Terminal 2 and upgrades to parking and boarding gates in Terminal 1; • Promote Dublin and Ireland as a travel destinations through postings of pictures and travel recommendations; • Sponsor community events such as The Rose of Tralee Festival, the Irish Food Festival, and the first Rock ‘n' Roll Dublin Half Marathon; • Share historical trivia about the buildings, airlines, and aircraft at the airport as well as postings from Wistorical, a blog by historian Turtle Bunbury that highlights historical links between places around this world; and • Provide updates during severe weather disruptions. Social Media Awards In 2013, Dublin Airport was awarded Best Long Term Partnership at the Allianz Business to Arts Awards for DAA's sponsorship of the Dublin Theatre Festival and its 2012 Dubliners@Dublin Airport social media campaign.
|
From page 96... ...
97 by Moodies. Earlier in 2013, DAA won the Communications Award at the Irish Logistics and Transport Awards for its innovative use of social media.
|
From page 97... ...
98 Car Parking Promotions DUB offers passengers the option of making online parking reservations at the airport's parking facilities. To increase awareness of this service, DUB offers parking discounts to Facebook fans by providing a special promotional code, as shown on Figure 82.
|
From page 98... ...
99 FIGURE 82 Twitter Post: Online parking at Dublin Airport. (Source: https://www.facebook.com/dublinairport.)
|
From page 99... ...
100 about delayed or cancelled flights by individual airlines, except in cases of extreme weather conditions when multiple flights are affected. DUB has used its social media platforms to manage a number of events, including snow storms during the winters of 2010 and 2013 and an incident involving a deflated tire on an arriving aircraft after landing by quickly tweeting about the incident and providing frequent updates.
|
From page 100... ...
101 • The Rose of Tralee. The Rose of Tralee International Festival is one of Ireland's largest and longest running festivals; celebrating 54 years in 2013.
|
From page 101... ...
102 Alberta. The Airport's primary service region is the Edmonton Capital Region as defined by Statistics Canada, with a 2012 population of 1.2 million.
|
From page 102... ...
103 Social Media Program The Airport has been using social media platforms since 2008, as shown in Table 22. In August 2013, EIA had more than 8,600 likes on Facebook and nearly 9,400 Twitter followers.
|
From page 103... ...
104 jetSet's initial growth strategy was to increase EIA's total parking market share by transitioning parkers from independent lots through low-price leadership, proximity to the airport, and a wide service offering. In 2012, jetSet's use of social media resulted in an 89% increase in online reservations.
|
From page 104... ...
105 one of EIA's many social media initiatives designed to promote airline service and EIA as an origin– destination market as well as encourage passenger visits to EIA's concessionaires. Figure 89 presents pictures promoting the contest.
|
From page 105... ...
106 Edmonton Airport, Meltwater captures conversations taking place about the airport anywhere on social media, not just on EIA's social media channels. EIA also uses TweetDeck to schedule posts and plans to use 3M for monitoring social media in the future.
|
From page 106... ...
107 Use of Social Media to Promote the Role of the Airport EIA has used its social media platforms to feature some airport and community events, including: • Heritage Days. EIA sponsors a Kidzworld children's tent at Edmonton's Heritage Days, an annual three-day summer festival held in celebration of cultural diversity.
|
From page 107... ...
108 FIGURE 91 Facebook Post: EIA's Kidzworld tent at Edmonton's Heritage Days Festival in 2013. (Source: https://www.facebook.com/jetSetParking.)
|
From page 108... ...
109 LONDON GATWICK AIRPORT In 2010, London Gatwick Airport (Gatwick or the Airport) rebranded with the tagline "Your London Airport" and began making the Gatwick experience a much more human one by engaging instantly and directly with target customers in a way and time that is convenient for them.
|
From page 109... ...
110 Social Media Program London Gatwick Airport has been active in social media since 2008, as shown in Table 23. In August 2013, Gatwick had more than 40,000 likes on Facebook and more than 82,000 Twitter followers.
|
From page 110... ...
111 • CorpComms Awards 2011 -- Best rebranding exercise. Gatwick was recognized for defining a "signature" style identity for the airport in the middle of a £1.2 billion capital investment program, including adopting the slogan "your" London airport as an expression of commitment to customers, simplifying and humanizing signage, and working with staff to encourage their involvement on uniforms and the brand messages.
|
From page 111... ...
112 • Chartered Institute of Public Relations Excellence Awards 2012 -- Best Use of Internal Social Media. In recognition of Gatwick's use of internal social media during the London 2012 Olympic and Paralympic Games.
|
From page 112... ...
113 drawing for the chance to win a pair of flights to Moscow. The fifth and last Snapshot of Moscow featured breakfast in Moscow with blogger Elizabeth Shockman Shvedenko and a visit to her favorite places to eat on Kamergersky Street -- a pedestrian street near Red Square and several central Moscow hotels, as shown on Figure 97.
|
From page 113... ...
114 Use of Social Media to Promote the Role of the Airport Gatwick has used social media to feature a number of significant airport and community events, including: • Flying Start Charity Event. In 2011, Gatwick hosted a charity event for "Flying Start," a global charity partnership between British Airways and Comic Relief, a U.K.
|
From page 114... ...
115 London Gatwick Airport Chief Executive Officer: Stewart Wingate Head of Communication: Samantha Holgate THE MALL OF AMERICA The Mall of America (MOA) has introduced each of its social media presences based on a specific opportunity or seasonal campaign.
|
From page 115... ...
116 every ten visits to MOA, including visitors from Canada, England, Sweden, Ireland, Japan, Korea, Latin America, France, and Germany. MOA, shown on Figure 100, is owned and operated by The Triple Five Group, a real estate company based in Edmonton, Canada.
|
From page 116... ...
117 FIGURE 100 Aerial view of the Mall of America. (Source: Mall of America.)
|
From page 117... ...
118 • Provide information on the latest fashion trends and styles; • Provide updates on MOA's construction projects, such as the walkway above Lindau Lane; • Promote new products and MOA stores; • Post MOA job openings; and • Provide information and updates on traffic delays and construction projects affecting access to MOA as well as parking availability. MOA also uses Kitsu, a web- and mobile-based app developed by a Minnesota start-up company that reaches a larger audience, including individuals unfamiliar with social media, and enhances MOA's customer service.
|
From page 118... ...
119 Always New During the summer of 2013, MOA launched its "Always New" campaign challenging customers to try something new at MOA. To enter the contest, customers were required to take a picture of themselves "trying something new" at MOA and upload the photos to a MOA site.
|
From page 119... ...
120 Crisis Management Using Social Media Social media play an important role in communicating information and updates during crises. Crisis events at MOA have included shop lifting, issues related to store closings, health issues such as heart attacks, and suicides.
|
From page 120... ...
121 • Walk to End Hunger. Since its inception in 2008, the Walk to End Hunger has raised nearly $1.2 million to help put food on the table for people in need.
|
From page 121... ...
122 tools to get the best information, connect with providers and with each other, and inspire healthy choices." Background The Mayo Clinic is the first and largest integrated not-for-profit medical care group practice in the world. Developed from the Rochester, Minnesota, medical practice of William Worrall Mayo in 1864, the Mayo Clinic today has three primary locations -- Scottsdale/Phoenix, Arizona; Jacksonville, Florida; and Rochester, Minnesota.
|
From page 122... ...
123 Social Media Program The Mayo Clinic has been using social media platforms since 2005, as shown in Table 25. In August 2013, it had more than 466,000 likes on Facebook, more than 618,000 Twitter followers, and 10.1 million views on YouTube.
|
From page 123... ...
Social Media Year Initiated Web Address (URL link) Podcasts / Blogs 2005 http://www.mayoclinic.com/health/blogs/BlogIndex 2006 http://www.youtube.com/user/mayoclinic 2007 http://www.yelp.com/biz/mayo-clinicrochester#hrid:7SmqVzsBPtNrWO7smL8QaA 2008 https://www.facebook.com/MayoClinic 2008 https://twitter.com/mayoclinic 2008 Flickr.com/MayoClinic 2010 http://pinterest.com/mayoclinic/ 2010 https://foursquare.com/mayoclinic 2010 http://instagram.com/mayoclinic# 2010 http://www.linkedin.com/company/mayo-clinic Live chats 2012 https://twitter.com/mayoclinic 2013 https://plus.google.com/117843909302898250180/posts Source: Mayo Clinic.
|
From page 124... ...
125 Scheduled Twitter Chats The Mayo Clinic schedules 30- to 60-minute twitter chats with Clinic physicians to answer questions about specific topics. These chats are typically organized a week in advance in partnership with national or regional media outlets and accompanied by links to the Mayo Clinic website or a YouTube video for additional information, as shown on Figure 108.
|
From page 125... ...
126 Use of Real-Time Information for Operations and Facility Management From the various social media management tools available, the Mayo Clinic uses Radian6 to monitor news and mentions about the Clinic and to obtain information on its competitive position. bitly, a URL shortening and bookmarking service, is used to create a custom shortened domain (mayocl.in)
|
From page 126... ...
127 FIGURE 111 YouTube Video: Sharing Mayo Clinic/patient stories. (Source: http://www.youtube.com/user/mayoclinic.)
|
From page 127... ...
128 • Announce ticket pre-sales; • Support community events, such as St. Patrick's Day Festival or street fairs; and • Provide updates on road closures that may affect access to Staples Center.
|
From page 128... ...
129 Social Media Customer Engagement Strategies Three customer engagement strategies used by the Staples Center are summarized in this section: the employee video "Call Me Maybe," concert ticket sweepstakes, and the "Top 10 Moments in Staples Center's History." Call Me Maybe In May 2012, the Staples Center hosted six playoffs games in four days, as well as the Amgen Tour of California. During this period, 250,000 sports fans visited downtown Los Angeles and staff worked more than 55,000 hours.
|
From page 129... ...
130 promoting scheduled events. Hootsuite has recently announced that it will have an Instagram scheduling platform, which Staples Center is planning to use.
|
From page 130... ...
131 FIGURE 115 Facebook Post: Staples Center 12-year anniversary. (Source: https://www.facebook.com/staplescenter.)
|
From page 131... ...
132 FIGURE 117 Facebook Post: Farmers Field renovation project. (Source: https://www.facebook.com/staplescenter.)
|
Key Terms
This material may be derived from roughly machine-read images, and so is provided only to facilitate research.
More
information on Chapter Skim is available.