Presentation held at the Airline Business New Commercial Models conference in London, 27. January 2012

1. ESTABLISHING & BUILDING A
FACEBOOK PRESENCE
LESSONS LEARNED FROM SAS
Christian Kamhaug @ckamhaug
Head of Social Media
SAS Corporate Communications
twitter.com/SAS | facebook.com/SAS | youtube.com/flySAS

2. EUROPE’S MOST PUNCTUAL
AIRLINE

3. IDENTIFYING
STRATEGIES TO RAISE
YOUR PROFILE &
COMMUNICATE YOUR
CORPORATE MESSAGE

4. “We have a strategic plan
– it’s called doing things”
Herb Kelleher
Southwest Airlines

5. SAS SOCIAL MEDIA OBJECTIVES
All communication within the social media arena shall
support SAS business strategy & brand promise.
1. Decrease negative mentions in online conversations.
2. Make excellent branded content that tells our story and make it
visible and sharable.
3. Establish SAS as an active and trustworthy company in online
conversations.
4. Increase the traffic to our commercial web sites with the
objective to convert traffic to customers.
5. ….and provide excellent customer service

6. WHAT MAKES A GOOD FACEBOOK-PRESENCE?
• Visibility
• Ideas
• Follow-up
• Customer service
• Monitoring
• Involvement
• Branding
• Sales

7. FIND OUT WHAT YOUR CUSTOMERS WANT –
AND DELIVER!
• Don’t over-sell
• Be honest
• Don’t spam
• Remember to speak to your fans – that’s why they follow
• Keep your promises
• Find out who your key influencers are – and use them
• Speak to your customers in their language

8. SAS FACEBOOK “LIKE” GROWTH
FB Ads
100.000
Ashcloud 2
London
snow
Ashcloud
January 2010 – January 2012
Source: Facebook Insights

9. BOUGHT ADS DRIVE VIRAL GROWTH
• Sponsored Stories drives likes
& greatly increases reach
• Viral growth increases
following ads
• Facebook ads have great ROI
• Segmentation heaven!

10. ORGANIZING INTERNAL
TEAMS TO MANAGE NEW
MEDIA COMMUNICATION
EFFECTIVLY

11. WHAT DO THE CUSTOMER WANT?
• Quick & informed answers
• Availability
• A friendly environment
• To be taken seriously

12. SOCIAL MEDIA AS A HUB
HR Corporate
Operations Cust omer
Contact
Communications
Customer Social Marketing
Relations
Media
Online
Product Sales
Development
EuroBonus

13. WHAT TO LOOK FOR IN YOUR TEAM!
• Wide knowledge-base
• An interest in & understanding of social media
• Wide internal network
• Can-do attitude
• Enthusiasm
• Commercial thinking
• Common sense

14. FACEBOOK MONITORING
Internet
Support Day-to-day replies
Marketing &
Communications
Status updates
& news
Expert
Team Functional experts

15. SET YOUR STANDARD & LIVE UP TO IT
• Set your standard for responses
• Publish it
• Live up to it
• Measure it
• Apologize when you fail

16. MAKING & GENERATING
LOYALTY FROM
FACEBOOK

17. LOCAL MESSAGES IN LOCAL LANGUAGES

18. SAS FACEBOOK SURVEY APRIL 2011
Are you more or less satisfied with SAS after following SAS on Facebook
Much less satisfied
Somewhat less satisfied
Much more satisfied
Same as before
64% MORE satisfied
Somewhat more satisfied
77% are EuroBonus members

19. CUSTOMERS HELP CUSTOMERS

20. HOW DO WE COMMUNICATE?
• Consistent message in all channels
• Folksy & charming
• Try some humor
• Drop no hooks – bite no hooks
• Answer everything – positive as well as negative
• Whrite only what you know
– “I don’t know” is ok!
• Be personal and care

21. A FEW TIPS & TRICKS

22. HOW TO SUCCEED (OR AVOID FAILURE)
• Find your “enthusiast”
• Set your goals
• Allocate resources – Facebook is not free
• Find your tone-of-voice & live up to it
• Be among the 1%
• Be honest
• Set clear guidelines for your employees
• Follow up

23. FOLLOW PROMOTION GUIDELINES

24. SOCIAL MEDIA IS NOT JUST FACEBOOK
• facebook.com/SAS
• twitter.com/SAS
• YouTube.com/flySAS
• bit.ly/SAS-GooglePlus
• flysas

25. ASK ME ANYTHING
• chk@sas.se
• +47 95 71 55 77
• @ckamhaug
• facebook.com/ckamhaug
• no.linkedin.com/in/ckamhaug
• blogg.scanair.no
• ckamhaug