Airlines brand global by Simplify360
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The document analyzes social media buzz around several major airline brands. It finds that most conversations occur on Twitter and blogs and discuss customer experiences, flight delays, and industry news. Lufthansa generates the most social buzz overall, though other brands like Cathay Pacific and Singapore Airlines are more discussed in certain regions. Most people talking about airlines online are men aged 13-25. The analysis provides insights for airlines on how to better engage customers and audiences on social media.
Airlines brand global by Simplify360
- 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