1.
CUSTOMER INVOLVEMENT
THROUGH SOCIAL MEDIA
LESSONS LEARNED FROM SCANDINAVIAN AIRLINES
Christian Kamhaug @ckamhaug
Head of Social Media
SAS Scandinavian Airlines
twitter.com/SAS | facebook.com/SAS | youtube.com/flySAS
Useful Social Media, London 25 June, 2012

2.
SAS SOCIAL MEDIA OBJECTIVES
All communication within the social media arena shall
support SAS business strategy & brand promise.
1. Listen to, Engage and Involve customers to make a better SAS
2. Drive traffic to SAS websites in order to create sales
3. Build lasting relationships through excellent customer service
4. Increase SAS image as a valued partner for all stakeholders
SAS VISION:
TO BE VALUED FOR EXCELLENCE BY ALL STAKEHOLDERS

3.
SOCIAL RELATIONS
• First, you need to Listen
• Then Engage your customers
in social conversations
• Now we Involve our 200.000
friends in social media
• 200.000 fans can’t be wrong
• Let’s use our customers to
make an even better SAS (and
invite them in)

4.
THE LEIA FRAMEWORK
Involve
Engage
Listen

5.
CROWDSOURCING
• Involve your customers in your product
development
• Show them new products early
• Ask their advice
• The customers will feel ownership to Labs
your (or ”their”) product MYSAS IDEA
• Interesting and powerful marketing
channel for new products
• Sharing

6.
THE SUMMERPLANE
• Background:
– Every summer, SAS shifts capacity from domestic to European
leisure destinations
– With only 8 weeks in operation (8-16 round-trips), there are limited
resources available for traditional marketing and promotion of the
new routes)
– By letting the public decide the destination, we create buzz about all
the new destinations, we follow-up on the new strategy of more
focus on Leisure-destinations, and we prove that we are an airline
that listens to our customers, and we follow our social media
strategy of Listen-Engage-Involve- (Analyze)
– No other airline in the world has ever done something like this
6

7.
THE SUMMER PLANE
• Where do you want to fly this summer?
• Suggest a destination!
• 800 suggestions in one week
• More than 180 destinations suggested
• Top 10 destinations went to a vote on Facbook
• Alanya (GZP) , Turkey was the winner
• Flights start 03JUL 2012
• Will be operated twice a week year-round
• Massive media attention
• Won a FlightGlobal Webbie Award

8.
DESIGN OUR CUPS
• Background:
– After a number of years of Buy-on-Board, SAS re-
introduced free coffee & tea on all flights in January
2012
– How to get attention about this small, but
significant product update?
– Through social media, newsletters and print ads we
invited customers to design our cups or vote for
their favorite

9.
DESIGN OUR CUPS
• Big hit!
• 750 designs in one week
• Top 10 went to a vote on
flysas.com/design
• More than 8000 votes
• The winner got 100.000
EuroBonus-points and her design
on 3 million cups!
• Press attention + SoMe buzz
www.flysas.com/design

10.
NOW WE TAKE IT TO
THE NEXT LEVEL
CROWDSOURCE EVERYTHING…

11.
www.flysas.com/mysasidea

12.
MY SAS IDEA
• Launched 13 June 2012
• In six days:
– 500+ registered members
– 400+ ideas
– 2000+ votes
• Open for customers as well as employees
• Employees have access to ”internal” ideas
• Only the most popular ideas will be evaluated
• Top-management buy-in has been essential
• Signals a completly new way of working with innovation
www.flysas.com/mysasidea

13.
ASK ME ANYTHING
• chk@sas.se / christian@kamhaug.no
• twitter.com/ckamhaug
• facebook.com/ckamhaug
• no.linkedin.com/in/ckamhaug
• Statigr.am/ckamhaug
• blogg.scanair.no
• slideshare.net/ckamhaug