American Airlines Social Media: Leveraging Pinterest for Business Social Media & Mobile Strategies | Eye for Travel 2013 March 19, 2013
American Airlines Social Media: Leveraging Pinterest for Business Social Media & Mobile Strategies | Eye for Travel 2013
March 19, 2013
About Me
• Oversee community
management and content
strategy across American
Airlines’ eight social networks
• Worked in social media since
2009 for agencies and
corporation
• Tweet me at @stephaniescott
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Agenda
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1. Our Digital Footprint
2. Our Team Structure
3. Our Social Strategy
4. Pinterest for Business
5. Q & A
Our Digital Footprint
American Airlines Social Channels
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Our Team Structure
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Social Customer Service
9 team members
Social Customer Engagement
5 team members
Social Analytics
1 team member
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Our Social Strategy:
“Build relationships in the spirit of
the new American.”
Define the social customer experience with
authentic conversation, real-time resolution,
energy and inspiration.
Our Social Strategy
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Customer at the center
• Service is expected on social
• Give our customers a voice
Develop loyalty through unique content
• Social is not a check box
• Deliver real value
• Inspire travel
Be vigilant
• Keep listening
• Be prepared to react at any time
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Using Pinterest for Business
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Poll: Are you using Pinterest?
• Yes, for personal reasons.
• Yes, for business reasons.
• Yes, for both.
• Nope, not yet.
What is Pinterest?
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• Pinterest is a virtual pinboard that allows
users to bookmark, categorize and share their
favorite content across the web.
• Users share content by pinning and
repinning images from websites to different
Pinterest boards, or categories.
• Pinners pin by uploading a photo or using a
pinmarklet on their web browser.
• Pinterest users can connect via Facebook
and Twitter, making it easy to share across
networks.
What is Pinterest?
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• A pin is an image added to Pinterest. A pin
can be added from a website using the Pin It
button, or you can upload images from your
computer.
• Each pin using the Pin It button links back
to the site it came from.
• A board is a set of pins. A board can be
created on any topic, and you can add as
many pins to a board as you want.
• You can follow all boards by a single user,
or a single board by a user.
• Users can repin, like or comment on a pin.
Pinterest by the Numbers
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• Launched in 2009
• 1 million registered users in July 2011 and 20 million in July 2012
• 48.7 million users today (Comscore)
• Fastest site in history to reach 10 million users
• 29.5 million visits in February 2013 (Compete)
• 3rd most popular social network after Facebook and Twitter
• Drives more referral traffic than Twitter, and than YouTube, LinkedIn
and Google+ combined
Who Is Using Pinterest?
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• 80% female
• Majority live in Midwest
• Most between 25 and 44
• $25 – 75K income
• College educated
• Most have children
How Can You Use Pinterest for Business?
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• Share your brand personality
• Showcase products and services
• Offer creative ways to use your product
• Humanize your business
• Give customers insider access
• Repin your customers
• Have a dialogue
• Drive traffic to your site
• Add ‘Pin It’ button to your site
• Encourage e-commerce
• Conduct promotions
What’s the Best Content to Share?
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Conduct a Promotion
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• Identify goals
• Develop campaign
• Give it a home (or board!)
• Include a clear call to action
• Share across social networks
• Measure results
• Tweak, and repeat!
Case Study: #AAtoASIA
Footer Changed Under Insert>Header & Footer 17 Set Date with Header & Footer
Goal: To kick off our Pinterest
presence, celebrate 25 years to
Asia & promote JFK-HND route.
How it Worked: Pinners repinned
promotional image and an image of
a place they’d like to visit in Asia
with hashtag #AAtoASIA.
Results: 63,600 impressions, 730
repins and 390% increase in
followers.
Measure Your Results
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• Use tools such as Curalate, Pinerly or Pinfluencer
• Measure engagement via: • Likes
• Comments
• Repins
• Impressions
• Click-thrus
• Measure web traffic
• Watch for trends, including popular content and frequent repinners
• Replicate what works well and reach out to fans
• Pinterest has recently unveiled an analytics tool
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Thank You! Questions?
Stephanie Scott
@stephaniescott