A look at social media, Hawaiian Airlines style

Airline's social media marketing specialist shares how the group is using content to keep all manner of customers engaged

When you are running social media for any large business, the task can seem overwhelming – especially if there are just two of you to do so.

For Hawaiian Airlines’ social media marketing specialist, Asiana Ponciano, the task has been made a lot easier through the smart use of tools and having a clear focus on the role that social media plays in the marketing mix.

Operating 52 aircraft and with a staff of almost 6000, Hawaiian Airlines is Hawaii's biggest and longest-serving airline, and provides links between 11 US mainland cities and a host of Pacific rim countries. The company prides itself on the hospitality that its home islands are famous for, and Ponciano says this is a key driver behind the company’s social media engagement strategy.

“Our philosophy for social media marketing is to entice new visitors, and keep those who have experienced our service loyal to us by serving up to them authentic content coming from a page that is local,” Ponciano says. “So connecting to those who identify us a hometown carrier, but also to those around the world who have a special connection to Hawaii.”

Ponciano and her colleague manage three Facebook channels and four Twitter channels, as well as accounts with Weibo, WeChat, Instagram and YouTube.

“That means being very strategic in the content that we produce on the outbound side,” she says.

What Ponciano says the airline is not doing is treating social media as a traditional customer contact centre, although she says she still believes it still achieves a high level of responsiveness, often through triaging queries to other areas in the business that can assist.

“What we do is rely heavily on our tools, as well as our governance and our processes,” Ponciano says. “And then also having those whose full-time responsibility is social management really understand the brand voice and how we speak and humanise our brand on these channels.”

Critical to the smooth operation of the company’s social strategy are the tools it uses to manage it. Hawaiian Airlines has adopted Spredfast’s conversations and intelligence modules, and Ponciano says she is also planning on adopting Spreadfast’s new customer care tools.

“We saw the need to grow up a little with our operations,” Ponciano says. “We use the tools to tackle all those inbound direct and non-direct messages, and become a little more sophisticated in the way we handle customer care situations.

“We are able to see who is handling what, and connect with our other CRMs – so our post-travel CRM tool, or making sure we are notifying the right reservation manager for a live ticket. And we can communicate the success back to the bigger business.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Why 2017 will herald a resurgence of values-based marketing

It doesn’t take long for predictions to become predictable: The rise and rise of Facebook; advancements in analytics; the normalisation of chatbots; personalisation, programmatic, automation, authenticity… The prediction that’s missing from these lists is that in 2017 we will witness a resurgence of values-based marketing.

Jacqueline Burns

Founder, Market Expertise

Why customer experience driven growth is set to take off

Our overall brand perceptions are invariably shaped by our experiences. And loyal customer relationships can be severed in moments by a negative service interaction.

Consistency and conversation: How branding and advertising can work better together

Advertising and branding are two of the most visible outputs of marketing, which is why getting them right is so important. However, too often the line between branding and advertising becomes blurred. This means advertising activity can be out of sync with brand, resulting in poor results for both functions.

Dan Ratner

managing director, uberbrand

Someone needs a swift kick up the bum for such an idiotic idea.

random

​Why a degree is no longer enough to get you hired as a skilled marketer

Read more

The frequent flyer programs are the new profit machines for airlines all over the world, as they have morphed to be mass marketing machin...

Steve@iFLYflat

Velocity frequent flyers program strong performer in mixed half-year for Virgin

Read more

Hi Jennifer, thanks for sharing these info regarding the digital marketing trends.I've created a related video to this topic, would you m...

Fabio Carry

Predictions: 17 digital marketing trends for 2017

Read more

Great news. Marketing automation can be very useful for companies at various stages of development. With so many tools out there it's bet...

Ben

How HBF rolled out marketing automation in eight months

Read more

I read a report that the business sector in Australia as a whole have yet to fully harness and see the proactive change that predictive a...

Alex Martin

Report: Predictive analytics, IoT, machine learning battle it out for marketing dollars

Read more

Latest Podcast

More podcasts

Sign in