G1 Individual Project, Airports

Happy week 15, all!

For my individual project, I looked at the Facebook pages of Changi Airport, Heathrow Airport and Frankfurt Airport over a two-week period in March 2016. These three airports were chosen because they all rank in the top 15 of the Skytrax awards and are known to many to have utilized their Facebook pages sufficiently to engage their passengers.

Research Question

My research question for this paper seeks to look at Changi Airport, Heathrow Airport and Frankfurt Airport’s Facebook usage and based on the data, to also look at how Heathrow Airport can further engage in social media campaigns to increase passenger engagement, to give it the edge over other airports that have traffic volume as high as itself.

Data Collection and Analysis

Through this research, I analyzed the PTAT scores, check-ins, page likes and content and I realized these were some facts that were evident:

  1. Changi Airport had the highest number of page likes with the lowest passenger traffic and were able to gain the most likes, shares and comments per post compared to the other two airports
  2. Heathrow Airport had the most number of check-ins but the least number of page likes and celebratory posts were the most welcomed type of posts.
  3. Frankfurt Airport had promotions but a lot of its content are information-distribution type posts.

Suggestions

Among the three airports, Heathrow Airport was the airport that had the most room for improvement and hence, these suggestions to build customer relations as well as to introduce the facilities of Heathrow Airport — something that successful airports often do.

#DiscoveringHeathrow Campaign

This campaign seeks to engage passengers who have already checked-in on their Facebook page to further participate in the #DiscoveringHeathrow Campaign. Passengers all be encouraged to participate in this campaign whereby they go to the different areas and take photos of what they think is unique to that of Heathrow Airport, add a caption and the hashtag. This month-long campaign will allow four individuals (one winner per week) to take home a collector’s item which will be mailed to them. Through this, passengers will be encouraged to roam around and see for themselves what facilities Heathrow Airport has to offer them. Furthermore, data from this campaign can be used to identify which facilities need to be improved on or further publicized.

A Child’s Tale

A Child’s Tale will focus on introducing the behind-the-scenes of Heathrow Airport by a parent-child team. The parent, a staff of Heathrow Airport, will be permitted to bring his child into the airport where he can explain to the child his job roles as well as facilities of the airport.  A video will be created based on this interaction and the child will be interviewed on what he thinks of the job his parents is undertaking. The idea of this campaign is to encourage the family-oriented theme Heathrow Airport has as well as ideally, to appeal to emotion with the use of a child in the video. As Heathrow Airport does not really post video content, this will add a fresh content type to the page.

Christmas at Heathrow

This event will be held over a ten-day period before, during and after Christmas and will have three separate surprises to it. Christmas at Heathrow will have three daily surprises, one being that of a unique collector’s item being placed in each of the five terminals at Heathrow Airport, another being that of introducing a free food item or beverage from partner restaurants within terminals and the last being that of a caroling session held at different times of the day around the airport. This event is targeted at being an annual event and the objective of it is to increase passenger engagement and stakeholder engagement — by telling store owners that the Heathrow Airport is a huge community. With Heathrow Airport’s celebratory posts being the most attractive to their current Facebook fans, this event will strengthen the relationship between current and potential fans of Heathrow Airport.

All three airports have very unique ways of engaging their passengers but I feel that with the scale of Heathrow Airport’s traffic volume, the more they engage their passengers, the higher the likelihood of them choosing to fly through Heathrow Airport and these strategies will hopefully give them an edge over similar high-volume traffic airports.

All the best to everyone! Have a great summer and graduation ahead!
Regards,

Inez

G1, Group 4 – BreadTalk Project Summary

G1 Group 4 – BreadTalk

Hi everyone,

Our group would like to give you a brief preview of our suggestions for BreadTalk’s social-mediated crisis management strategies.

What is BreadTalk?

BreadTalk is an established Singaporean bakery known for its innovative and artisanal bread. On top of bread, its stores feature other products such as jam, cakes and beverage.

Most of you should have seen or consumed one of BreadTalk’s signature product – the Floss Bun – which looks like this:

(Source: BreadTalk Singapore)

Yes we get it, the bun looks awesome. So moving on, what happened to BreadTalk?

BreadTalk was caught in a couple of crises in 2015, namely those involving the Lee Kuan Yew-themed bun called ‘Lee Bu Kai Ni’ (which sounds similar to I Can’t Leave You in Chinese), and the Yeo’s Soya Milk.

Although the sales proceeds of ‘Lee Bu Kai Ni’ Bun would go to the charity, netizens still perceived it as an insensitive marketing strategy. It created the impression that BreadTalk was an opportunistic brand. The second crisis struck when a photo of a BreadTalk employee was repackaging Yeo’s Soya Milk into plastic bottles with labels that indicate those beverages were freshly made by BreadTalk. This constitutes a crisis involving poor food quality as it misrepresents the freshness of the soya milk. Netizens even casted doubts over the quality of BreadTalk’s other products and threatened to no longer purchase from BreadTalk.

Okay… So how did BreadTalk respond to those crises?

For each of the crises, BreadTalk posted an apology post on Facebook. It also shows its appreciation for the netizens’ feedback, and what it will do in response to the crises.

(Source: BreadTalk Facebook page)

Is BreadTalk’s response good enough?

Our group believes that BreadTalk did not respond effectively to the crisis. We conducted a survey to gauge how BreadTalk’s target audiences (the general public and loyal customers) perceive the effectiveness of BreadTalk’s response on Facebook in relation to the Soya Milk scandal, and only 19% expressed satisfaction with BreadTalk’s response.

After in-depth analysis and observation, we found that BreadTalk’s social-mediated crisis management strategy faces three fundamental problems:

  1. It does not address audience’s concern
  2. It is too reliant on the default response template
  3. It has weak value proposition in building BreadTalk’s brand image

So what do we think can be done?

Our group has identified three social media strategies BreadTalk should adopt.

Strategy 1 : Proactively monitor and build customer engagement and respond to crisis.

While this strategy may seem general, BreadTalk needs to clearly identify the platforms it wants to maintain and proactively monitor them. It is only through monitoring (environmental-scanning) will they be able to detect an impending crisis or note down any positive, neutral or negative sentiments that arise. They should also proactively cultivate consumer engagement during non-crisis periods to foster consumer loyalty and better communication which could shorten the duration of audiences‘ negative sentiment towards a brand in lieu of a crisis.

More than just their proactive behavior, BreadTalk will also need to learn how to respond to crisis readily and in a more genuine manner. It is evident that BreadTalk has taken an initiative to respond to negative posts or comments that have appeared over the recent months, but can they make the engagement experience better?

Our group feels that BreadtTalk can take the approach of removing standardized replies and changing it to more personalized replies (ie, signing off with their individual names) or even responding with emoticons and stickers for positive comments. It may seem trivial, but customer engagement through these means seem viable.

Strategy 2 : Engage through Corporate Social Responsibility

BreadTalk is a local company that we see almost everyday, with it being one of the most accessible bakeries country-wide. However, being within sight of a community does not mean being integrated into the community. Hence, this idea evolved.

BreadTalk can target a local beneficiary (in this case, our group feels that the Straits Times Pocket Money Fund is a possible one) and do deeds that will not only provide them with the monetary funding but also create awareness. Yes, BreadTalk has donated to the Community Chest multiple times but many do not know the reason why this beneficiary. The Straits Times Pocket Money Fund, on the other hand, as the beneficiary can go hand-in-hand with BreadTalk’s direction on investing in talent and in the future.

Our long-term strategy will be explained in class.

Strategy 3 : Excite with Floss of the Month

Pork Floss Buns have shot to fame since 2000 and have had few variations since then. In our attempt to engage the stakeholders while highlighting BreadTalk’s innovative spirit, this campaign will showcase not only BreadTalk’s most famed bread but also get customers who may have eaten BreadTalk bread growing up excited.

This exclusive floss of the month bread will only be available, as you may have already guessed, for a period of one month. The salted-egg yolk craze has already begun with BreadTalk but we think BreadTalk can do better than that.

Hear about the details of our strategies in class soon!

Signing off,

G1, Group 4

Social Media Marketing

Hi all,

A couple of weeks back, Prof Shim shared with us the blurring lines between marketing and communications, and this article, Is Social Media Marketing Still Relevant?, is pretty insightful on some of the things organizations should look at before exploring marketing via social media.

One of the points in this article that caught my attention is the point that individuals do not go to social media just to be hounded by offers and brand messages. Considering the fact that organizations often use social media as a platform for marketing, I think the use of social media has come to a certain point of saturation where people are becoming oblivious to such campaigns. There is hence the need to go easy on social media marketing and more on how to create content that is relevant for the target audience. Messages should come across in a more subtle manner.

Another point this article raised is on how social media accounts need to be well-maintained and that there should be adequate interaction between organizations and individuals who visit their social media sites. I really agree with this point especially because some social media sites like Facebook have ‘response rate’ data that is published on an organization’s page – something that cannot be removed by the organization itself. For a visiting customer to the organization’s Facebook page, looking at the data may also influence his decision on whether he would like to engage with the organization. Organizations hence need to consider their ability to channel resources to manage their social media platforms before deciding to use one for social media marketing.

There are other points in this article that are also pretty interesting, so do have a look at it!

Have a blessed weekend!

Inez

 

 

 

Facebook introduces new reactions

Hi all!

Facebook recently introduced new reactions to their platform and here’s an article that I think is pretty insightful.

http://www.wired.com/2016/02/advertisers-feel-facebooks-new-reactions-😍/

 

The article describes how advertisers can now use these reactions to identify the reactions of their posts and shares. As social media is often used by many organizations for their marketing efforts and outreach, this new feature will effectively allow the team managing the campaigns to gather feedback. This feature will also provide more individuals who are unwilling to comment, but yet are unwilling to ‘like’ a post express themselves with these emojis. Advertisers can thus accurately identify their outreach and target audience.

Inez