Use Your Klout for Access to the Admirals Club

By Yoon Song May 7, 2013 Leave a Comment

Klout and American Airlines (AA) have announced a partnership that allows social media influencers access to AA’s exclusive Admiral’s Club.

A Klout score over 55 will allow you to gain access to 37 of the airline’s lounges in 22 different cities, and you don’t have to fly American to be eligible, as would normally be the case. Guests reap a variety of benefits, ranging from complimentary wine to shower suites at select locations.

If you fall a little short of 55, don’t worry! You are entered into a drawing for the potential to win prizes including all expenses-paid trips to Seattle, along with products from other brands that have partnered with Klout such as Sony, Chevrolet, and Microsoft.

Klout utilizes social media analytics to measure your online social influence. Upon analyzing 400 variables throughout your multiple social networks, it determines a score between one and 100, with 100 representing the most influential.

It’s become more apparent that the hospitality industry has a lot to gain from social media influencers. Getting the right people into their exclusive lounges means more traffic to their websites via Instagram, Facebook, and Twitter, along with increased brand exposure.

Other airlines in need of significant image boosts would greatly benefit from partnering with Klout to gain insight on what kinds of amenities an individual takes into consideration before booking their next flight. Other mobile apps that ease flyers and create a more positive association with their airliner have already seen some headway.

With the decline of amenities in most airlines due to economic restraints, companies must resort to other avenues of representation or else suffer complacency. What better way to strengthen bonds between brands and their influencers than to put them in the cockpit of their initiatives?

What kinds of airline perks would you like to see offered next?

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How Airlines Use Twitter [Infographic]

By Debbie Miller January 20, 2012 6 Comments

More and more businesses are recognizing the value of Twitter for customer service. Businesses are able to publicly address issues, and remedy customer complaints out-in-the open.

Travel is often innately stressful, and adding flying to the mix has the potential to make it more so.

With that in mind, many airlines are now on Twitter and have pretty substantial followings. Travel 2.0 put together an infographic that provides great insight regarding how airlines are using the service.

Does any of the information surprise you?

Airlines on Twitter

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Airline Offers Seatmate Selection via Social Media

By Debbie Miller December 17, 2011 6 Comments

Royal Dutch airline KLM is allowing people to choose who they might sit next to on a flight by viewing other travelers’ social media profiles via a program called “Meet and Seat.”

The opt-in system will allow interested parties to link their Facebook and LinkedIn profiles to their checkin information. The profiles are then displayed for other travelers on the same flight who have also opted in and submitted their information, and seat selections can be made accordingly.

There seems to be a few possible pros and cons:

Pros:

  • opt-in — this allows those whom wish not to participate to not be affected in any way
  • those who do wish to participate, can, opening the doors to potential business connections
  • it’s great for those who may be traveling alone and simply would like someone to socialize with
Cons:
  • sometimes things relay differently online than in person, and if the people matched aren’t actually that compatible, it could prove for an awkward flight experience
  • potential breaches in privacy — information inadvertently being exposed in ways unintended
  • what happens when person A wants to sit with person B, who wants to sit with person C? or what if a woman only wants to sit with other women, etc.
What do you think of the new system? Would you pick your seatmate if given the option?
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Lose Your Luggage? Not Anymore.

By Debbie Miller November 29, 2011 19 Comments

If you travel frequently, odds are you’ve had to endure a wait for your bags, or been paranoid about the possibility of them ending up in a city other than the one you’re in.

With that in mind, Delta Airlines has implemented a system for travelers to track their checked baggage. Via the airline carrier’s iPhone app, guests are able to monitor the whereabouts of their luggage at all times.

It’s very easy: once you’ve checked in your bags, simply take a photo of your baggage tag. This allows you, throughout the course of travel, to check in to see where your luggage is in real-time. You can also check whether your bags have been delivered and where exactly you can pick them up when you land.

This app definitely adds an element of comfort to travelers being able to consistently know exactly where their belongings are. The fact that it’s easy to access, via each’s own personal cellphone, makes it easy to manage, without having to worry about waiting in lines at a counter, etc.

delta airlines
Would this motivate you to fly Delta as opposed to another airline?

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All Nippon Airways Introduces New Route in Style

By Debbie Miller November 10, 2011 7 Comments

All Nippon Airways (ANA), Japan’s leading airline carrier, recently announced that its “Inspiration of Japan” service brand will be introduced to the Los Angeles-Narita (Tokyo) route beginning January 2012. It will also be launching from San Francisco, CA in December.

Under the “Inspiration of Japan” umbrella, ANA is gradually renewing its international products and services with the motto, “Innovative, original and inspired by modern Japan.” They embrace the challenge of constantly innovating and keeping pace with the changing tastes and preferences of valued customers, as well as consistently exceeding their expectations.

To celebrate and spread the word, ANA hosted a showcasing event last week at the JW Marriott in Los Angeles that featured First, Business and Economy class mock-up seats displayed along with several presentations. The night also included hosted food and beverages plus numerous members of the ANA staff on-hand to personally talk with guests, share information and answer questions.

Invitees included travel agents, members of the media, and a number of social influences connected to the brand’s Los Angeles-based brand ambassadors. Using the hashtag #ANALAX (reflecting the airline’s new service to LAX), attendees were encouraged to tweet about the event and share information, photos and more. They did just that, and it resulted in 5.4 million brand impressions!

Not only are events like these creative, but they’re also excellent marketing for several reasons:

  • They really evoke a human element to the brand — inviting people to experience it first-hand leaves a much more intimate impression than if they were to simply read about it.
  • While there’s some outward costs for sponsored food and drink, etc., you’re in turn getting 5.4 million personal impressions. It’s no doubt cheaper than traditional advertising for that substantial a reach.
  • When the goal of the brand is “embrace constantly innovating,” shaking up marketing strategies and the way you engage with consumers is a definite plus!

I was fortunate to be able to attend the event and thought it was fantastic. I respect that ANA trusted their brand ambassadors to invite “real” people (and possible consumers) to “sample” their product, and definitely have a personal association with the brand that I wouldn’t otherwise have been able to attain.

Getting to personally sit in the first-class seats was really awesome. There is a ton of space, and the seats are staggered so that everyone has an aisle seat. They also shift all the way back while the area just in front where your feet can rest (even while sitting up-right) moves forward, stimulating a literal bed to sleep on for the long flight. There is also a thorough, gourmet food and beverage menu available; widescreen LCD touch panels not only for entertainment, but for people to hook in their own iPods or portable devices to enjoy their own videos, photos or music; office space via newly-installed sliding tables and more.

Looking forward to flying ANA!

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Establishing Social Media Guidelines

By Debbie Miller November 4, 2011 7 Comments

It’s essential for any company using social media, especially larger entities, to set forth guidelines so that it’s clear what is acceptable in the space.

A brand that always been ahead of social curve is Southwest Airlines. The airline emphasized its social savviness by attending BlogWorld, a large new media event, and taking part in the expo, where they provided a Southwest lounge area along with complimentary nuts, inflatable airplanes and more.

One thing I thought was really awesome is that they provided handouts featuring the social media guidelines they set forth for their employees. While they may be specific to Southwest, the rules can easily be applied to any brand and provide a great outline for those beginning to brainstorm putting together something similar for their own company.

Social Media Guidelines

  1. Follow Southwest Standards (the golden rule)

    Employees are responsible for the comments they make on the internet. Do not post materials that may reflect negatively on Southwest or its leaders, employees or customers. Any conduct that would be in violation of company rules may be grounds for discipline or dismissal.

  2. Employee Identification

    If employees talk online about the company or its services, it should be made clear they are a Southwest employee. Employees are to identify that they are not speaking on behalf of Southwest Airlines. Profiles should include a disclaimer similar to “the postings on this site are my own and do not necessarily represent the views or opinions of Southwest Airlines’ officers, directors, of employees.” Remember that only officially-designated employees are authorized to speak on behalf of the company.

  3. Be an Ambassador

    Employees should strive to represent Southwest Airlines in the best way at all times. Though employees may not be speaking on behalf of the company, they are still representatives of Southwest.

  4. Shhhh – It’s a Secret

    Keep confidential information confidential. If secret information winds up in the wrong hands, Southwest’s culture, reputation and livelihood are at risk. Company-related internet communication should only discuss publicly-known information. If employees aren’t sure whether information is public, don’t make it public.

  5. Respect the Privacy of Others

    The lines between public and private are not as defined in the internet space. Be careful when posting content that involves details of coworkers’ personal lives. Assume that everything employees post will be online and stay there forever, for anyone to see.

  6. Company Trademarks and Logos

    Southwest’s logos, trademarks and copyrighted materials may not be used in any manner without the express written perion of the Southwest Airlines licensing department in marketing.

  7. Follow the Rules

    Do not engage in illegal or unlawful activities. Even posting comments, pictures, videos or other information about participation in illegal activities is against the rules. Do not post or share copywrighted materials unless a license has been granted to use those materials.

  8. Be Accountable

    Please report inappropriate online behavior by Southwest employees.

Which guideline do you think is most important?

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Elevate Your Seat with AMEX and Virgin

By Debbie Miller October 13, 2011 9 Comments

Virgin America has teamed up with American Express for a new Facebook promotion. Through October 20, fans are invited to “elevate your seat” for a chance to win first-class seats and daily prizes. The two brands are celebrating the ability for consumers to now be able to transfer points from American Express’ Membership Rewards® program to Virgin America’s Elevate program.

Here’s how it works:

American Express Virgin America Elevate Your Seat

This is great in that it  incorporates many strategies regarding how to run a successful marketing campaign on Facebook:

  1. It’s easy to do. All you need is a chair!
  2. It’s something literally anyone can do; there’s no barrier to entry, attracting the widest possible array of entrants.
  3. It ties into the brand — the grand-prize winner will literally get an upgraded seat.
  4. It has “buzz worthy” uniqueness. It’s not often you can win something for simply sitting in a chair. Plus, it’s fun and silly enough that people will want to tell their friends about it, if not only for entertainment value. Furthermore, you’ll want to send your friends over to the page to vote for you once you’ve submitted your entry, thereby increasing Virgin and American Express’ fanbases, and subsequent audience for future offers.
  5. It stimulates creativity. Since chair-sitting is such a simple task, you’re forced to get creative in order to stand out, which further adds to the entertainment value.
  6. Daily drawings mean there are lots of opportunities to win something. If there was only one final winner, you may be deterred from taking the time to enter as the odds of actually getting something are slim. But when prizes are up for grabs each day, there’s much more incentive to take the time to put something together.
What other creative Facebook contests have you seen lately?
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Some Good Karma(geddon) for JetBlue

By Debbie Miller July 17, 2011 7 Comments

Southern California was abuzz this past weekend about “Carmageddon,” the traffic gridlock anticipated as a result of the closure of a 10-mile portion of the 405 freeway.

As a result, JetBlue Airlines decided to offer $4 flights from Long Beach to Burbank and vice versa on Saturday. Each airport offered an afternoon and an evening flight. Dubbed #Overthe405, the short flights provided an unprecedented opportunity for people to bypass the potential traffic jams while having an authentic flying experience without all the hassle (packing, checking luggage, etc.) and cost.

My friend Ted Nguyen and I decided to take advantage of this deal and fly up to Burbank for the day.

jetBlue Burbank Flight Carmageddon

JetBlue provided fantastic customer service throughout the entire experience. The terminal was replete with a buffet of food and a 405-themed decor and desserts. The vibe overall, on both flights and around everyone flying, was extremely fun and upbeat. JetBlue also provided “goody bags” on every seat which contained snacks and a 405-decorated treat.

405 cake

Upon the initial take-off, the pilot announced “woo hoo!” and was cracking jokes throughout the flight. We would barely reach our cruising altitude of 5,000 feet just before preparing for descent. While the flights lasted about 15 minutes, it was definitely very cool to watch LA from a birds-eye view. We got to see the bare 405 as well as many other SoCal cities.

Birds Eye View of Los Angeles

The promotion seemed to attract every kind of traveler, from solo, to couples, to families, to groups of friends seeking a unique day outing.

I sat next to a family on my first flight that had just arrived in Long Beach from Burbank, and had stayed on the plane to turn right back around and head back. I talked with the dad as his young son peered wide-eyed out the window. He said that his son loves to fly, so when they heard about this offer, they figured it was cheaper than anything they’d have done as a family in LA. Ted and I also chatted with another family who decided to take their two sons out so as to prep for their longer flight to Hawaii next month; an older couple with a wife afraid of flying; a 20-something-year old guy on his first flight ever; and more.

While JetBlue obviously didn’t profit economically from this venture, the publicity they received from it has been huge. Ted interviewed their Regional Marketing Manager, Jace Hieda, about the motivation behind the promotion:

Jace notes that the plane would’ve been sitting in Burbank anyway, so they thought, “why not fly it?” There was a lot of collaboration amongst the JetBlue teams to bring this idea to fruition. It surpassed all expectations and all flights sold out in 3 hours. They’re very active on Twitter and Facebook and really enjoy their online community.

Ted’s awesome recap plus interviews with other passengers and more can be found on his site, Ted Nguyen USA.

This is a great case study of a brand measuring ROI in terms of positive PR and customer service rather than dollars.

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iPads Replace Alaska Airlines Flight Manuals

By Debbie Miller May 29, 2011 Leave a Comment

Mashable just covered a story about Alaska Airlines being the first to replace pilots’ paper manuals with iPads.

While the goal to “enhance flight safety, improve efficiency and protect the environment,” is great and valid, it seems there could be some room for error, like if the device malfunctions.

Do you think more airlines will follow suit? Are you more or less likely to choose a flight based on this detail?

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Southwest Airlines Social Media Strategy – Lessons for All Organizations

By Debbie Miller February 4, 2011 1 Comment

Originally posted on Social Media Today
By Mike Brown

Southwest Airlines Communication Specialist Laurel Moffat spoke on the airline’s successful social media strategy at a January 25 Kansas City American Marketing Association lunch event. While the presentation was overly heavy on how many fans and followers Southwest Airlines has, underneath, there were many beneficial insights and lessons only a brand experienced in social media can provide. The great thing was Laurel’s social media lessons apply to smaller organizations as well:

Big or Small, “Listen and Personalize” Is Fundamental

Laurel’s recommendation was “listen first,” which is a fundamental lesson for any organization. Listening provides an understanding of content that’s meaningful and appropriate for your audiences. Once you get active, it’s important to personalize audience experiences. Some ways Southwest does this:

  • Team members handling Facebook duties sign their names to their responses.
  • Southwest tries to share “real” content on topics customers are thinking about relative to flying.
  • It encourages localization, with 20 local station Facebook pages covering specific Southwest airport operations groups.

Social Media Takes People, but Not as Many as You Think

Southwest Airlines is HUGE online:

  • 12 million monthly visits to its website
  • 1 million Twitter followers
  • 1.3 million Facebook likers
  • 29,000 reviewers on its Travel Guide

So how many people does it take to handle that volume of activity?

Try 5.

Yup, 5 people are in the Southwest Airlines emerging media group. The Southwest Airlines presence is monitored 24/7, including hourly check-ins during normal sleeping hours, with 2 people typically trading off responsibilities on major outposts.

So yes, it takes people to keep a social media effort going. If 5 people can monitor and manage it for a multi-billion corporation though, your much smaller organization doesn’t need an army to accomplish its objectives.

There Are Huge Opportunities in a Collaborative Social Media Strategy

With all the content Southwest Airlines creates to keep its presence fresh, a collaborative approach is vital.  Some collaborative examples that serve as lessons for everyone else:

  • There’s internal collaboration: marketing creates the feel for its social media channels, and the communications team (through its emerging media group) drives content. The legal and investor relations departments are also closely involved.
  • All emerging media team employees complete customer service training to ensure they are well-prepared to address customer questions and issues directly and expeditiously.
  • Southwest Airlines works with outside partners as well, including Kansas City-based VML and Buddy Media.
  • Southwest reaches out specifically to influencers: travel bloggers, brand fanatics, avid travelers, and importantly, employees all contribute content.
  • To increase broader employee involvement, Southwest organized an internal social media conference (BlogCon) in January 2011 to bring employee contributors into Dallas for overviews and training on social media and content creation (plus receiving Southwest Airlines-logoed Flip cameras). This is in addition to sponsoring a social media club within the company.

Oh, and About that Kevin Smith Deal

Without a doubt, the customer service and social media teams have to be linked. It can be very formal, but at a minimum, the communication channels and protocols need to be set. If nothing else, the Kevin Smith meltdown emphasized that important lesson. Laurel talked about the February 2010 situation in her presentation.

During Q&A, I asked about the degree of direct interaction between people monitoring social media channels and gate agents. In the Kevin Smith case, it seemed Smith was allowed to cool his heels for some time while tweeting with increasing fervor (and furor). Laurel said gate agents do get social media training and are taught that any customer incident can blow up dramatically through social media channels.

Even Veteran Players Don’t Know What Will Get Attention

Undisputed facts:

  • Southwest Airlines has been in social media since 2006 when it launched its blog.
  • It stepped up into Twitter and Facebook in 2007.
  • Southwest Airlines has an award-winning, significant presence.

All true, but you want to know my favorite comment of the day from Laurel?

Southwest Airlines is surprised by what videos on its YouTube site get the most views. One example? Its engine cleaning video is right near the top. For anyone continually baffled by what social media content gets viewed and shared, it’s comforting to know even the big guys can be left guessing!

Social Media Doesn’t Fix Bad Brands, but It Sure Benefits Already Great Ones

More undisputed facts:

  • Southwest Airlines is a strong brand.
  • It got into social media before it had everything figured out (it didn’t have a formal policy until the past year).
  • It’s had a few stumbles along the way, but it sees clear positives and high regard for its effort.

If not for Southwest being a strong brand already, getting into social media and having some stumbles could have been disastrous.

Lesson for everybody else: Fix your brand first, and then worry about fixing any inadequacies in your social media strategy.

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