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 newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

Algorithms that can make sense of unstructured data is the future. It's great to see experts in the field getting together to discuss AI.

Sumit Takim

In pictures: Harnessing AI for customer engagement - CMO roundtable Melbourne

Read more

Real digital transformation requires reshaping the way the business create value for customers. Achieving this requires that organization...

ravi H

10 lessons Telstra has learnt through its T22 transformation

Read more

thanks

Lillian Juliet

How Winedirect has lifted customer recency, frequency and value with a digital overhaul

Read more

Having an effective Point of Sale system implemented in your retail store can streamline the transactions and data management activities....

Sheetal Kamble

​Jurlique’s move to mobile POS set to enhance customer experience

Read more

I too am regularly surprised at how little care a large swathe of consumers take over the sharing and use of their personal data. As a m...

Catherine Stenson

Have customers really changed? - Marketing edge - CMO Australia

Read more

Blog Posts

Brand storytelling lessons from Singapore’s iconic Fullerton hotel

In early 2020, I had the pleasure of staying at the newly opened Fullerton Hotel in Sydney. It was on this trip I first became aware of the Fullerton’s commitment to brand storytelling.

Gabrielle Dolan

Business storytelling leader

You’re doing it wrong: Emotion doesn’t mean emotional

If you’ve been around advertising long enough, you’ve probably seen (or written) a slide which says: “They won’t remember what you say, they’ll remember how you made them feel.” But it’s wrong. Our understanding of how emotion is used in advertising has been ill informed and poorly applied.

Zac Martin

Senior planner, Ogilvy Melbourne

Why does brand execution often kill creativity?

The launch of a new brand, or indeed a rebrand, is a transformation to be greeted with fanfare. So why is it that once the brand has launched, the brand execution phase can also be the moment at which you kill its creativity?

Rich Curtis

CEO, FutureBrand A/NZ

Sign in