Social media with over 3 billion users, seems much humane and friendly than any other form of traditional marketing. Businesses not only attract new customers, but they create a brand voice when they interact with new people.
When it comes to the airlines’ industry, it is challenging for them to promote this unique niche. The industry giants have already created their online presence looking at the coming change. Now it’s time for the small players to take the lead to keep up with the whimsical trends. Let your business do all the talking with the followers and loyal community of customers, benefiting from the most important advantage; cost-efficiency. Now you can win the battle against market giants with little or no cost.
KLM Royal Dutch Airlines has millions of Facebook fans and followers on Twitter. They answer thousands of queries every week. This ultra-quick response has helped them bag an award for the top socially devoted company in the airline sector. The company is successful in carving a positive brand image and it’s the first one to allow payments via Facebook and Twitter.
The social media service agent at KLM, Frederiek Filippo came with this idea of social payment. He says, “With around 130 employees at the ready, we respond quickly. With payment required for an increasing number of requests, I wanted to find a more ‘social’ solution. We try so hard to be a one-stop-shop, so the last thing you want to do is bother customers with another call.”
The company assessed the demand and realized the hidden opportunity within the requests. You can also track the demand with the help of social media analytics. Let’s understand the importance of social media monitoring and analytics. It can help you know your customers at a deeper level.
Why Does the Airlines Industry Need Social Media Monitoring?
The definition of marketing for the airline industry has changed in a decade after social media. Earlier, people only took it as a medium to complain. However, that novelty has gone and the customer ratings for the airlines’ company have risen. It is easier for airline companies to promote their brand. Be it Lufthansa, United, or Emirates; all are now a prominent names on social media with the help of social media analytics. They are using social media listening and other metrics to measure their online reputation to deliver a superior flying experience to their customers.
Here’s why you need social media analytics:
To prepare for disruptions
In 2019 British Airways passengers suffered delays and cancellations at Gatwick Airport due to an IT failure. The passengers took to social media to shame the crisis management. This dispelling of frustration and confusion could have been handled with social media analytics.
Social media monitoring will help analyze the conversations that take place on public pages and form a well-exercised emergency response protocol. The protocol will have an essential public affair element that will include specific team members appointed for social media communication.
Social media monitoring for real-time flight tracker & alerts
You might have seen flight cancellations or changes in flight schedules at a short notice. It results in confusion and chaos. Airlines companies need to provide accurate information beforehand. They can use social media analytics to understand the need of the hour and form a response team. The response team can provide real-time weather updates regarding unexpected weather conditions.
For instance, many international airlines informed their boarding passengers about the volcanic eruption in 2010 through social media. This helped the passengers plan well for their air trip.
To judge brand image performance
The Airline industry is concerned about its image in people’s eyes as it’s a service industry. Even a single complaint on social media could ruin their brand image. On the other hand, a positive review can spread positive word of mouth among the audience.
This game of review and ratings has changed the consumer mindset. People try to find the correlation between online reputation and the prices that brand charges. This correlation is called reputation pricing, about which today’s savvy travelers are concerned. They make their choices based on reputation pricing.
You can use social media analytics to judge your performance. It will help you identify the loopholes and take action to make improvements.
To understand customer behavior trends and competition
Airlines companies are now trying to get your attention. Staying on top of social media trends is their ultimate goal. Whether someone has kicked off a flight, issues onboard, or engine troubles, everything is on social media. Airline companies are grabbing customers by establishing an instant connection with disgruntled passengers. Using social media analytics, you can also identify your competitors and keep close tabs on their strategies.
To handle the “who”
Social media has gone far beyond posting images and compelling stories. The “who” has become important for the airline industry. It could be their potential customer. The industry is trying to understand the profile of who has retweeted something, who shared the image, who commented, and who directly messaged the company. Using social media analytics, you can track online conversations on public pages and analyze the idea behind them. You can better analyze the style of interaction, words, and phrases to grow your community and attract new customers.
Social Media Analytics to Track Success in Airlines Industry
Like other industries, the airline industry is also using social media to establish long-term relationships with its customers. It has filtered the traditional way of marketing and is relying on social networks. For the airlines’ industry, social media monitoring is the best way to:
- Identify active and prospective customers and business partners
- Meet organizational staff
- Increase the growth of passenger traffic
- Add value for customers
- Launch new products and services
- Build brand image
Well, all this has to be tackled with effective analytics tools, as they can help the airlines industry to employ a strong marketing strategy. Apart from this, there are many other benefits to discuss:
Inform about possible flight delays
Social media analytics can facilitate the understanding of the impacts of major events. These events include strikes, poor weather, IT power outage, and many more, and they can all result in flight delays. A well-established response cell can predict the same through the updates. They can inform the boarding passengers in advance through social media or direct messaging.
Moreover, the airport authorities could improve the response plan for such disruptions. For instance, if you inform passengers about their delayed flight, they can rebook. So, they don’t have an unpleasant experience.
Instant messaging opportunities
Social media platforms such as Facebook and WhatsApp provide instant messaging opportunities for customers and airline companies. Here, they can communicate and send queries. Also, this service complements the call center communication channels.
Social media monitoring & analytics can help airline companies consistently respond to customer queries. In fact, a Dutch carrier, Transavia, turned to social media to resolve customer issues. All this simplified the traveling experience for all.
To push cheap fares
Social media analytics can be of great value for airline companies, where you can judge the trends. It will help you to understand what’s in demand. You can offer your customers great deals during vacation times, such as low fares. To put it simply, it can generate good buzz about your brand.
Moreover, you can reward your customers with special deals and low fares for their positive feedback. Also, private jet travel services have the opportunity to earn a customer. They can offer empty leg flights to customers who want to return from a destination. It is best suited in the current scenario where they can offer these services for people who are stuck in a country due to the COVID-19 pandemic.
Collaboration with influencers and trending services
Using social media monitoring, airline companies can mine unlimited amounts of data, that could help them find suitable partners to collaborate with within the industry and outside the industry. They can find influencers who can get them tons of traffic on social media and increase their fan following. Many airlines have already partnered with rating websites such as TripAdvisor and Routehappy to help customers learn about their services.
Also, they can collaborate with hospitality brands and other tourism companies like taxi services. How about passengers being given complimentary drinks and food in transit? It will surely create a win-win situation for the airlines’ company. The more your partners promote your brand, the more it will help generate leads for your business and vice-versa.
To improve customer service
Delayed flights and losing luggage at the airport could be a nightmare for the passengers and the airline company you are flying with. Here customer service is critical. Your customer can choose your competitor above your services.
80% of the customer’s interactions are digitized. They use social media to interact, and it’s best if you communicate immediately with them. When the customer thinks his issues are adequately addressed, it will build trust in his eyes. If you take the time to respond, he may spread negativity about your brand. Here social media analytics plays an essential role in analyzing customer behavior and patterns. Thus, you can make improvements in your service and build a positive brand image.
Social media monitoring for sentiment analysis
Customer sentiments imply the perception they hold for your brand. For a service industry like airlines, it is crucial to be aware of consumer sentiments. You should know whether they are seeing your brand in a positive or negative light. Your brand image plays a vital role for the passengers to determine your performance.
Social media monitoring is of great help to the airlines’ industry to understand customer sentiments. The reviews your customers see on various rating sites can influence their decision and shape their opinion. Knowing the customers’ sentiments, you can make improvements in your service.
“KLM Royal Dutch Airlines started “rate my services.” They shared customer feedback when the customers looked for ticket options. After the success, they started showing star ratings and reviews in the search flow.
To measure your share of voice using social media monitoring
Think share of voice when you think of competitive advantage and customer engagement. Social media analytics help you track your share of voice by tracking social media conversations. It indicates your brand awareness over the competition across different social media platforms. Analysis of the share of voice is an integral part of competitive analysis.
It is a great way to measure your performance and gauge your brand visibility. You will know precisely the impact your brand is leaving on your customers. It will also help you improve your social media strategy to top the trends and reach more customers.
Curating social media validation
Airlines have to be very careful about their brand image. The customer feedback curates validation for other customers. One positive tweet could generate ripples of bookings and queries, while a bad one could easily damage the company’s image, as mentioned earlier. Such transparency can expose the knotholes of the company unless the company uses all the -positive and negative- feedback to their benefit. The analysis of such important data would help to improve customer and other services in the long run.
Social Media Analytics – KPIs Airlines Industry Should Track
We have discussed the importance of social media to track the progress of the airline company. Well, you also need to know the important metrics to track your success in the industry. KPIs will not let you off track and keep you focused on what you should track. When you know the key elements and how it impacts your brand image, you can create influencing social media campaigns that attract your customers.
The most important KPIs you need to track are as follows:
It is the percentage of response in comparison to the user posts or questions.
Response time is the average amount of time that the admin takes to respond to a query.
User interactions refer to likes, comments, and shares that occur with your Page.
Key Influencer Identification
You identify the active users on social media that frequently interact with your social media page content.
You keep track of the user activities on social media to understand their behavior and pattern.
Apart from this, the standard social media KPIs you should track are:
Reach simply refers to the number of people who came across your brand on social media, and it signifies how your presence is felt on social media. You put much effort into creating content for your customers. If you want to survive, your customers must take notice of your content. Your reach implies your powerful message and amplifies it among the users. Here are some points to consider while measuring the reach of your brand; these include:
Number of followers and fans on your page
- Number of impressions generated on different social media platforms
- Number of social media influencers promoting your brand on different platforms
Engagement is how many times you have engaged with your audience. After reach, engagement is another important KPI that you must track. It helps you understand how many people have connected to your brand on social media. Your huge fan following on social media depicts the depth of your engagement. Social media monitoring enables you to track how many people are sharing your content, liking it, and commenting on finding it useful.
Here are some essential considerations for the airline’s industry that you should make while measuring the engagement:
- Total number of clicks on your social media posts
- Number of likes, shares, and comments
- Number of brand mentions on different social media platforms
Conversions refer to the number of people who purchased products or services from your airline brand. Conversions are an essential thing to track your success. They give you a clear picture of the number of leads you generate from a specific campaign. Knowing just the likes and comments is not enough. You should also know the ROI your social media campaign is driving. Make sure that your social media following pays off well; otherwise, it will be challenging to grow your airline business in a little revenue. Here are some key considerations to make while measuring conversions:
- Number of direct sales in your airlines’ company
- Number of indirect sales driven from social media
- Number of leads generated from the social media campaign
- Number of paid subscriptions on your websites or social media pages
How Mentionlytics Can Help in Social Media Monitoring for the Airlines Industry?
When you belong to the airlines’ industry, things can turn messy because of the enormous amounts of queries. To keep things better aligned with your brand, you continuously need social media monitoring. It will help you track customer behavior, preferences, sentiments, competitors, and engagement. So, we recommend investing in social media monitoring tools. One such tool is Mentionlytics. Once you start collecting the important insights with Mentionlytics, you can also use it to look for trends and strategize your campaign accordingly.
Mentionlytics gives you access to essential data. This includes mentioning insights to the right influencers for your airline brand, that could help you grow your brand’s reputation and sales. You can easily get to know things about competitors, products, and industry. It will help you understand trends and customer behavior. It also offers complete media coverage, including social media, online news, blogs, and any website.
Join in forum discussions, comments, and blog posts to spread awareness about your brand with social media monitoring tools. Prevent a reputation crisis before it hurts your airline brand and explores excellent marketing and sales opportunities. Get started with a free version of Mentionlytics here!