G1 Individual Project – Scoot

Hello all!

I’ve chosen to work on topic 1 for my individual project, and the organization I’ve analyzed is Scoot.

So what is Scoot? For those who are unfamiliar with Scoot, it’s a low-cost, medium to long-haul airlines established in 2011 as a subsidiary of Singapore Airlines (SIA). It commenced flight operations in early 2012 and currently has 12 aircraft in its fleet, many of which are newly arrived Boeing 787 Dreamliners. Scoot now flies to 17 destinations in 7 countries, and will begin flying to Jeddah, Saudi Arabia next month.

Scoot’s brand personality is named Scootitude, which not only acts as a brand promise of fun and reliable flight services, but also helps all staff work towards a common goal.

Social media objectives

Through its 4 social media accounts (Facebook, Twitter, Instagram and YouTube), Scoot attempts to engage with its followers and target consumers, to show them that it is a fun and youthful airline. Scoot’s communication messages are also shaped to allow its followers to get to know the brand and its employees more intimately, so as to foster more personal, human relationships with its followers. Scoot also aims to remind its followers that the purpose of travelling is to discover new sights and cultures, connect with people of other countries and with one’s own travel companions, experience fully all that other countries have to offer and enjoy their time.

Research question

How can Scoot fully leverage on its social media accounts to more effectively engage its followers and thus achieve its social media objectives?

After doing an initial analysis of their 3 main social media accounts (Facebook, Twitter and Instagram – YouTube only came later and so I’ve chosen not to include it), I found that they were rather frequent in their posting and that their content was interesting. As such, I felt it best to build on what they had and to help ensure that they can achieve their objectives more successfully in the future.

Social media analyses

Across all 3 platforms, Scoot’s engagement with its followers seemed rather low for the number of followers they have.

In terms of fulfilling its other objectives, Scoot’s Instagram account seemed the most successful, with cute posts of its teddy bear mascot showing its youth and spontaneity. There were also several posts of their Scootees’ volunteer work and travel adventures, with captions quoted from one of its veteran Scootees Alex Lee, which helped show Scoot in a more personal and human light. Finally, Scoot also posts travel photos taken in the destinations it flies to, of which many are contributions by other users, shared via the hashtag #FlywithScoot. As of 13th April, there are 1828 Instagram posts tagged with the hashtag. This is likely to increase steadily given that Scoot rewards 5 users who have used the hashtag with travel vouchers each month. These photos help Scoot’s Instagram followers discover interesting sights and food venues, thus fulfilling the last of its social media objectives.

Its Facebook account came in second, managing to fulfil 2 objectives. Scoot’s use of puns and an informal, local tone in its messages helped it come across as fun and youthful, and the sharing of interesting tips and recommendations about its destinations helped remind its followers of the different ways in which they can discover and experience new places.

Its Twitter account unfortunately, lacked direction, and there were many days on which Scoot had not posted anything. It did, however, manage to help followers find out more about Scoot. During the Singapore Airshow, Scoot posted a total of 8 tweets related to the event, of which 2 were retweets from other users. This is far more than what appeared on Facebook and Instagram, which had 1 and 2 Airshow-related posts respectively. Besides these event-related posts, Scoot’s Twitter account seems to also be a potential news hub, as seen from its retweeting an article regarding Scoot’s entry into India and the Middle East.

Suggested solutions

Taking into account the analyses above, I decided first that Scoot should refine the function of its Twitter account, by taking a 2-pronged approach – firstly, Scoot should increase the frequency of its postings and secondly, promote awareness of its Twitter account. Research I conducted showed that the optimal number of tweets per day (for brands, not recommended for individual users like you and me!) is 4-5, 11-15 or 21-30, as these are points where engagement levels typically spike. However, considering that Scoot’s marketing team is unlikely to be big, 4-5 tweets per day is a good start.

The second prong, which is to promote awareness, can be done through a campaign reminiscent of LG’s Ticket Hunter campaign, where Twitter users tweet #IFlyScoot, for example, in order for an interactive map on Scoot’s website to zoom into specific locations in Singapore. At these locations, users can collect free tickets to any Scoot destination of their choice. As the original LG Ticket Hunter campaign did astoundingly well, Scoot may enjoy similar benefits and see a larger following on Twitter.

Another solution I thought of, was to launch Plot & Trot 2.0. The original Plot & Trot was a Facebook app that was launched to increase ticket sales to Queensland, Australia. Australian locals were encouraged to plot places of interest on the app’s interactive map interface, and travel bloggers later embarked on a vacation to Queensland, visiting many of the recommended places. As Plot & Trot was such a resounding success, Scoot could probably look to enhance this to include other destinations in its network, so as to communicate to its followers the joy of travelling to other countries and being adventurous.

Conclusion

Scoot’s presence on multiple social media platforms allows it to reach out to a larger audience. However, this also results in a lower engagement across platforms, as much of its content is repeated, and each platform’s unique strengths are not leveraged upon effectively. Noticing this, I thus attempted to look for ways in which Scoot can tailor communications on each platform to better connect with its followers.

As the analysis found Twitter to be slightly behind Facebook and Instagram in its communication and engagement, I thought perhaps that Scoot should focus its communication on Twitter to be more informative and interesting and increase awareness of Scoot’s presence on the platform. Also, as posts sharing travel destination information were among the top 3 most engaging content types for low-cost airlines, I also felt that Scoot should enhance its current destination information posts by involving its followers in an engaging and meaningful manner.