Airline Social Media Outlook 2012

SimpliFlying AIRLINE SOCIAL MEDIA O UTLOOK 2012 Budgets, Staffing, Challenges & ROI STAFFING Over 75% of airlines invest more than 90 man-hours per month on social media 3.4% Fewer than 10 75.8% man-hours are spent per month OVER 90 man-hours 6.9% 10 to 50 man-hours spent per month spent per month 13.7% 50 to 90 man-hours spent per month Majority have up to 6 staff working on social media 1-3 37.9% 4-6 17.2% 7-9 20.6% 10++ 24.1% Customer Service is the most common cross-functional role among airlines with social media staff working across departments www Marketing Corporate eCommerce Others Communic Customer Service Support -ations BUDGET Over 85% of airlines have allocated part of their Marketing budgets specifically to social media % of Marketing Budget that goes into social media 10%-25% Less than 10% None 26% - 50% Social Marketing Budgets ranges: A few thousand dollars More than five million dollars $. Multiple departments contribute to the social media budget for a majority of airlines Do other departments contribute to the For most airlines, Marketing and Corporate Communications are the largest contributors to social media social media budget? 85.7% 83.3% YES Corporate Communications Marketing 62% NO 37.9% 44.4% 61% 11.1% Sales Customer eCommerce Service 5.6% Loyalty $. ROI Almost half took under 2 Top 3 goals driven by social media years to break even 10.3% 3.4% 6.9% 100% 86.2% 72.4% 48.2% 31.3% Less than Less than More than 2 Have not Unsure Brand Customer Service 1 year 2 years years broken even Engagement Revenue 65.5% Social Media Metrics 48.2% Most airlines benefit from attaining customer-centric data Budgeting or planning New product strategies 86.2% 86.2% 72.4% Customer insights, segmentation, or targeting Customer service or Performance support management CHALLENGES Over 50% of airlines need more resources for social media Organizational structure 42.8% Lack of technology infrastructure 31% Difficulty in finding functional talent 17.2% Lack of senior management interest or support 13.7% Low tolerance for risk or failure 13.7% Insufficient allocation of resources to social media 51.7% Lack of budget 37.9% LOOKING FORWARD Almost 75% of airlines plan to increase their social media budget in 2013 Will increase less than 50% Will increase, don't know how much yet 6.9% Will increase less than 25% 3.4% Will be Unsure the same social media budget 62.7% Will decrease 6.9% 13.9% - - --I 6.9% 2012 2013 This in-depth survey has been conducted by SimpliFlying with 29 low-cost and legacy airlines across US, Europe and Asia To download our full Airline Social Media Outlook 2012, please visit www.simpliflying.com For more infographics, download from http://simpliflying.com/category/infographics/ SimpliFlying Simpliflying is a leading consulting firm that has advised over 25 airlines and airports on customer engagement strategy to drive business goals. One of the Top 5 most by FlightGlobal for having one of the Top 2 leading aviation blogs. For enquiries, please contact [email protected] fluential on Twitter, SimpliFlying is also recognized