1. Airline Industry
Social Media
Analysis
© 2012 Simplify360

2. Objectives
To analyze the social media buzz around the Airline
Industry.
• Discover trends among the people talking about Airline Brands.
• Understand why people are talking about Airline Brands.
• Know the share of voice for different Airline Brands.
• Identify areas that can be leveraged by Airline Brands.
© 2012 Simplify360

3. Methodology
LISTENING
Some key Airline Brands were chosen for the research. The keyword
combinations used were :
Ø Cathay Pacific, Lufthansa, Thai Airways, Singapore Airlines, Tiger Airways
DATA SAMPLE
25 days worth of conversations were collected for the analysis
between July 1th 2012 – Jul 27th 2012
The total volume of conversations collected were 23,088 from blogs,
news sites, Facebook, Twitter and Discussion Forums.
© 2012 Simplify360

4. Airline Industry
BUZZ
ANALYSIS
© 2012 Simplify360

5. 23,088
TOTAL MENTIONS
14,303
TWEETS
Buzz Analysis
More people talk
4,786
about Airline Brands BLOG POSTS
on Twitter and Blogs
than on any other
1,760
platform. FACEBOOK
DISCUSSION POSTS
Beside these & FORUMS 172
platforms, quite a few
people are also talking 1,164
about airlines on
71
731 NEWS
Facebook. 101 VIDEOS COVERAGE
OTHERS FLICKR
© 2012 Simplify360

6. Why are People talking
about Airline Brands? #news Breaking News: Breaking news -
http://t.co/aAVWBpTy Cathay Pacific orders
Distribution of some common topics 10 new Airbus… http://t.co/2XNRGDnU
discussed around Airline Brands
news
class 2%
4% 2% @BloombergTV Cathay Pacific! But, I
flying 4% think Singapore Airlines' first class is
23%
4% THE BEST. At least where I have flown.
love
4%
ticket
reservation 11% @VirginAustralia hi there, if I'm flying with
delayed Singapore Airlines can I accrue Velocity
19% points with that flight? And if so, when?
cancel
13%
booking
14% Most of the conversations around
meal Airline Brands were about experiences
hate with Airlines Service, announcement of
travel plans, service complaints.
@680News Canadian passengers NEEEEED
HELP!! Being gel hostage by Cathay Pacific Beside these, most of the other
with no explanation to why our flight is conversations revolved around Airline
delayed!?!? HELP!! Industry News.
© 2012 Simplify360

7. Who is most vocal
about Airline Brands?
The data visualization
shows that most of the
people talking about the
Airline brands on Twitter
are :
• News Channel
• Aviation Enthusiasts
• Travel Bloggers
Word Cloud of the BIO of Twitter
Profiles talking about Airline Brands.
© 2012 Simplify360

8. Brand wise
Twitter
BUZZ distribution
19% Blogs
News 7%
27%
54%
36% Facebook
Others
5%
6%
Blogs 69%
Twitter 27%
Facebook
Others
2%
2%
9%
Twitter 56%
Blogs 25%
News 12%
Facebook 6%
24% 12% The data shows
the dominance of
Lufthansa in
Twitter 47% terms of Social
67% Twitter
Blogs 36%
21% Blogs Buzz, followed by
News 7%
5% News Cathay Pacific and
Facebook 5%
4% Facebook Singapore
Others 4%
3% Others Airlines.
© 2012 Simplify360

9. Region wise
BUZZ distribution
41% 92%
27%
3%
52% 26%
24% 2% CANADA 1% GREENLAND 5% 3%
2% 1%
19% 1% RUSSIA
3%
3% U.K. 6% GERMANY 1%
2% 1% NETHERLAND 31%
40% 1% AUSTRIA 23%
25% 1% FRANCE
19%
19% U.S.A. 22% 1% ITALY 1% TURKEY
16% 1% JAPAN
7% 3% INDIA
1% GREECE 11%
5%
59%
1% BELIZE 3% THAILAND 1% HONG KONG
24% 1% ECUADOR 2% PHILIPPINES
3% COLOMBIA 2% MALAYSIA
10% 45%
9% INDONESIA
6% 20%
7% SINGAPORE 56%
1% VENEZUELA 76% 17% 14%
0%
11% 10% 63% 13%
2% BRAZIL 37% 10%
9% 8%
Lufthansa 3% 24% 6%
2% 18%
Singapore
10% 5% AUSTRALIA
Cathay Pacific 1% ARGENTINA
Thai Airways 31%
Tiger Airways 24%
24%
14%
41%
7%
The data clearly shows that in 20% OTHERS 19%
18%
different regions, the brand buzz
12%
share changes accordingly.
9%
© 2012 Simplify360

10. On an average 51% of the
Audience Demographic Intelligence conversations were POSITIVE and 17%
of the conversation were NEGATIVE.
GENDER AGE
89% Negative Sentiments
14% 86% Positive Sentiments
9% 2% Neutral Sentiments
13-25 26-35 >36
73% 14%
21% 79% 26% 17%
1% 29% 17%
25% 17%
13-25 26-35 >36 21%
30% 35%
88%
38%
15% 85% 9% 3%
13-25 26-35 >36
85%
41%
11% 89% 12% 49%
3%
58%
53%
13-25 26-35 >36 57%
81%
25% 75% The information shows that percentage
18%
2% of men talking about airline brands are
13-25 26-35 >36 higher. The majority of the population
discussing airline brands is around
13-25 years old.
© 2012 Simplify360

11. Influencers in
Airline Industry
Twitter Profiles most actively
talking about Airline Brands
BLOGS which covered Airline @UFM947 @Andre_Giam
Brands the MOST.
boardingarea.com @NewsFromTheSky @airlineroute
www.techinasia.com
thailandbusinesses.blogspot.com
airlineroute.net @CharlesRyanTeo @alpakman
traveluxer.blogspot.com
www.airplane-pictures.net
airnation.net @_Travel_News @BizTravelBlogs
www.vietnam-airways.com
cheapthailandflights.org
aircre.ws
@RufuszAvPhotos @AviationMedia
© 2012 Simplify360

12. Social Media Analysis
Summary
© 2012 Simplify360

13. Summary
The analysis on Airlines Industry:
• There is enough Social Buzz for the Airline Industry to leverage,
especially in context of customer complaints and flyers’ experience
with the brands.
• The demographic analysis shows it is most likely that men
between 13-25 years will mention Airlines. As a result, campaigns
and promotional content can be designed targeting this
demographic.
• Most online buzz is generated by customer experiences or aviation
enthusiasts. This can really help community managers create
content and engage better with audiences online.
• Lufthansa emerged as the winner in terms of social media buzz,
but we can see the trend varying with respect to different regions.
© 2012 Simplify360

14. © 2012 Simplify360