Airport Social Media Outlook 2012

SimpliFlying AIRPORT SOCIAL MEDIA OUTLOOK 2012 Budgets, Staffing, Challenges & ROI STAFFING Most airports are being conservative with the allocation of manpower to social media 7.4% Over 150 man-hours 55.6% are spent per month Fewer than 50 man-hours 14.8% 100-150 man-hours spent per month spent per month 22.2% 50-100 man-hours spent per month Majority have up to 3 staff working on social media 1.9% 1-3 83.0% 4-6 13.2% 1.9% MARKETING is the most common cross-functional role among airports with social media staff working across departments www Customer Corporate eCommerce Others Service Marketing Communications Support BUDGET Airports are taking small steps towards incorporating social media into their businesses Range of social media budget 63.6% Less than $10,000 20% $10,000 - $50,000 12.7% $50,000 - $100,000 3.6% Above $100,000 Social Marketing Budgets range: More than A few thousand dollars $100,000 Multiple departments contribute to the social media budget for a majority of airports Corporate Communications and Marketing are the most common contributors to social media budget 60.0% 50.9% Marketing Corporate Communicaitons 5.5% Social media team has its own 7.3% Customer Service budget, without contribution from other departments 7.3% Others ROI Over 25% of the airports said they Top 3 goals driven by social media reached break-even on social media spending within 2 years 94.5% 92.7%) 3.4% 13.0% 36.4% 24.1% 61.1% Less than Less than Have not Unsure Brand Customer l year 2 years broken Engagement | Service Revenue even 37.0% 14.8% Social Media Metrics Most airports benefit from attaining customer-centric data Budgeting or planning New product strategies 75.9% 68.5% 40.7% Customer insights, segmentation, or targeting Performance Customer service management or support CHALLENGES Almost 65% of airports need more resources for social media 20.4% Organizational structure Lack of technology infrastructure 13.0% Difficulty in finding functional talent 111% Lack of senior management interest or support 22.2% Low tolerance for risk or failure 13.0% Insufficient allocation of resources to social media 63.0% Lack of budget 37.0% LOOKING FORWARD Over 35% of airports plan to increase their social media budget in 2013 Will increase less than 50% Will increase, 18% Will increase don't know how Will be the less than 25% much yet same 5.5% Unsure social media budget - 30.9% 41.8% 20% ---- 2012 2013 This in-depth survey has been conducted by SimpliFlying with 55 airports 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 influential on Twitter, SimpliFlying is also recognized by FlightGlobal for having one of the Top 2 leading aviation blogs. For enquiries, please contact [email protected]