Cathay Pacific and the Ever-Changing World of Social Media
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Cathay Pacific and the Ever-Changing World of Social Media
Objective
To promote brand awareness in North America as the best airline carrier flying to Asia, differentiating ourselves in the marketplace with award-winning product and service
Traditional target audience
Business Travelers Road Warriors
Most likely book their travel through corporate travel departments or agencies
New untapped audienceTech savvy, always on and connected travelers
Entrepreneurs/SMEs doing startups in China
Do extensive research online before making a purchase
Social is key to bridging the gap
Traditional New
Defining social commerce in the CX world
Traditional Commerce Funnel
Facebook ads + Tweets : Taking commerce social
LinkedIn leads to evangelists’ positive word of mouth
• “Recommend” button for our New Business Class
• Direct email to top CX corporate accounts
Foursquare : taking online audience to offline experiences
• Encourage guests to check-in for a gift and win an upgrade
• Identify participants as potential corporate leads
Foursquare PR
Foursquare campaign activity
Majority of the 62 posts on this day are re-tweets of: Cathay Pacific launches a foursquare special to
celebrate the opening of their new lounge at SFO http://t.co/76bI8QWw
Most influential Tweeter was @ThomasPower – a social buisiness entrepreneur from London who has 78,720 followers
CX’s own YouTube video in which Alice gives us a tour of the SFO Lounge, was the most viewed content (currently 8, 024 views), and second most engaging content
Klout : spreading our brand to social influencers
Klout PR
Future Campaigns
[email protected]@robecta
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