Hawaiian Airlines Social Media Marketing Presentation at HPU

Social Media Social Media MarketingMarketing

Hawaiian Airlines Social Media ChannelsTwitter – 26,437 Followers

@HawaiianAir @HawaiianFares@HawaiianMiles@EarnXtraMiles

Facebook – 105,263 FansFacebook.com/HawaiianAirlines

Facebook.com/XtraMiles

Youtubehttp://www.youtube.com/user/HawaiianAirlines

Flickrhttp://www.flickr.com/photos/hawaiian-airlines/

What it means to manage Social Media

• Sales and Marketing– Advertise products– Manage promotional campaigns

• Consumer Affairs– Answer customer questions – Triage customer issues

• Corporate Communications (PR)– Share press releases– Respond to breaking news

Principles of Social Media Management

EMBODYLISTEN

ENGAGEEMPATHIZE

INFORMPARTICIPATEFAMILIARIZE

MEASUREADAPTSHARE

Case Studies: Aloha Passport to Paradise

What We Did• Promotion ran from Feb. 23 –

Mar. 8, 2011• Users created passports with

photos and destination stamps• Two winners were randomly

selected and won a Roundtrip for 2 to their top destination

• The person with the most “popular” passport was given 100,000 HawaiianMiles

• $1,188,232 in revenue• 331 new HawaiianMiles

members• Agency received a Web

Visionary Award for “Friending Social” category

Case Studies: Incentives and EventsPrivatized @HawaiianMiles• Twitter users must register their

HawaiianMiles account in order to follow @HawaiianMiles

• 500 HawaiianMiles awarded to member after account verified

• Followers are delivered tailored messages about partner offers, program updates, and exclusive giveaways

TwitMobs, Tweet-ups and Trivia• Monthly TwitMobs, or mini

Tweet-ups, held at XtraMiles partners

• Tweet-ups hosted at sponsored events

• Giveaways done through trivia contests on Twitter

Case Studies: Live Tweeting

What We Did• Inaugural flight to

Incheon, South Korea and Osaka Kansai, Japan

• Encouraged winners to Tweet and share photos

• Bloggers tagged coverage with hashtag

Case Studies: Giveaways and Deals

Giveaways•Free Tickets•Hosted winners•Live Tweets

Fare Finder Thursday•Advertise low, close-in fares•Feature different destinations •Spark participation from customers•Prove benefit to Followers

Now to the stuff you can actually use..

Jump In!•Become a true user and fan of social media•Facebook, Twitter, LinkedIn – A MUST!•Music, Video, Location Base, Review, Photos

Learn!•Brian Solis Engage•Gary Vaynerchuk The Thank You Economy•Tony Hsieh Delivering Happiness

Thrive!•Use social media to optimize your goals, professional to personal

Socialize with me!

• www.AsianaPonciano.com• www.Twitter.com/AsianaPonciano

• http://www.linkedin.com/in/asianaponciano• http://www.slideshare.net/AsianaPonciano