Real-World Applications of Successful …2013/05/03 · Real-World Applications of Successful Measurement American Airlines Case Study Amy O’Brien Senior Analyst, Social Media @AmericanAir

Real-World Applications of Successful Measurement American Airlines Case Study

Amy O’Brien Senior Analyst, Social Media @AmericanAir @amobrien

May 15, 2013

Agenda

May 15, 2013

1.  Social metrics – the key questions 2.  Social monitoring tools 3.  American Airlines case study – system outage 4.  Takeaways

2 #prmeasurement

Social Media Metrics Key Questions

What is the volume of conversation?

Where is the conversation happening? Who is driving the conversation? What are the main themes of the conversation? What is the tone of the conversation?

May 15, 2013 3 #prmeasurement

Social Media Metrics Toolbox

Important to have a reliable social media monitoring tool and have proper training on it


American Airlines System Outage April 16, 2013


11AM system

goes offline

1:30PM system wide

ground delay

announced

3:30PM system

comes back online and

flights resume

8PM video message from CEO published

1PM (next day) direct comms go

out to impacted customers

American Airlines System Outage First Steps

Have a pre-established reporting template that can be used for urgent reporting in a crisis situation Immediately begin monitoring for commonly used terms to help initiate tracking Determine who your audience is and what metrics will be important to them Set expectations for the timing of future reports


American Airlines System Outage Social Metrics

What is the volume of conversation? •  Mentions, impressions •  Provide benchmarks for comparison •  Measure over time



Where is the conversation happening? •  Source types (microblogs, blogs, social networks, forums, etc.) •  Domains (Twitter, Facebook, FlyerTalk, MilePoint, etc.) •  Geographic locations



Who is driving the conversation? •  Top authors by number of followers, top authors by number of mentions •  Media vs. individuals •  Social influencers



What is the tone of the conversation? •  Net sentiment score ( ( Positives - Negatives) / ( Positives + Negatives ) ) * 100 •  -100 to +100 scale •  Provide benchmarks for comparison


American Airlines System Outage Social Metrics – Qualitative Data

What are the main themes of the conversation? •  Top terms, top emotions •  Take the good with the bad


American Airlines System Outage Social Metrics – Qualitative Data

May 15, 2013 12 #prmeasurement 12

Takeaways

Use the five key questions as a framework for your reporting during a crisis or during normal operations Understand your audience, and tailor the content and frequency of reporting to their needs Offer concrete benchmarks to put the crisis metrics into context Provide a complete picture, don’t try to sugarcoat reality Qualitative/anecdotal data can help tell the story and make it more real May 15, 2013 13 #prmeasurement


Questions? @amobrien [email protected]

Message Performance Facebook

In the days after the crisis, gathering message performance metrics will help provide learnings about how effective your communications were Use Facebook Insights for Facebook message performance


Message Performance Twitter

Determine how many people your tweets reached and how much engagement they received Use native Twitter or TweetReach for Twitter message performance metrics


Customer Service Metrics

If customer service is an important part of your social strategy, measure how many incoming inquiries you received during the crisis and how many you were able to respond to


8,343

2,438 1,861 1,624

697 926 1,275 1,226 1,251

815 440 504

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1,000

2,000

3,000

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8,000

9,000

4/16 4/17 4/18 4/19 4/20 4/21

Incoming

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Real-World Applications of Successful …2013/05/03 · Real-World Applications of Successful Measurement American Airlines Case Study Amy O’Brien Senior Analyst, Social Media @AmericanAir

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