Airport Social Media Strategies

Kai Siang

Social Media is not about Friends & Friends anymore, it is also relates about Companies & Customers.

“Social Media is a new marketing tool that allows you to get to know your customers and prospects in ways that were previously not possible. This information and knowledge must be paid for with output of respect, trustworthiness, and honesty. Social Media is not a fad, but I also think it’s just the beginning of the marketing revolution – not the end.”  Marjorie Clayman from Clayman Advertising Inc.

A new way of marketing, a new way of business, a new generation. That’s how important the social media are.


Choice of Social Media

Choosing an appropriate social media is important. Based on the type of business you are doing, where the customers sticks.

However, too many people focus on Facebook and Twitter, as their typical options of social media tools to help their organisations. If…

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Posted by on November 5, 2012 in Enterprise 2.0


Social Networking.. Southwest Airlines

Recent progress in the information technology industry has led to various developments, including the concept of social networking. Social networking involves the creation of virtual online communities, with users comprising friends, families, and organizations with similar interests. Theses social networking sites allow users to create profiles through which people post information about them. Whereas the original idea was to facilitate online communication between individuals, social networks have evolved to accommodate private businesses, companies, organizations, and even government institutions. These entities create their profiles on the social networking sites, and use them as a platform through which they can interact, either in-house, or with the external environment. Examples of such social networking sites include Facebook, Orkut, Twitter, and LinkedIn.

There are a number of reasons why organizations are rapidly, and firmly, employing the use of social networking tools in their activities. Some of these reasons include:

  1. Social networking sites provide an avenue through which companies are able to reach a large audience using minimal resources. This is orchestrated by the large number of users who visit social sites in a day, with some visiting up to five times a day. Facebook alone boasts of a subscription of over one billion; this is approximately 14 percent of the world population.
  2.  The use of social networking within organizations fosters employee relationships. This is because it creates an environment through which employees can interact; they can share work related ideas even if they work in different departments or subsidiaries in different cities.
  3. Apart from reaching a large number of clients, organizations can use social networking sites to get feedback. This information will enable them to identify ways to improve service delivery.

How Can A Company Implement The Use of Social Networks In Its Systems?

Whereas it is easy to create company profiles in social networks, not all of them yield the desired results. Companies and organizations should, therefore, put the following factors into consideration when creating presence in social networking sites.

  1. Include everyone in the decision process. This would make people, especially employees, to own the project; hence they will embrace it without much resistance.
  2. Identify the best social site: according to Brett Bonfield,the selected social platform should contain a majority of the target audience; Facebook would do for a campaign targeting the youth, while LinkedIn is the best if the target audience is composed of professionals.
  3. Employ professional marketers to help with the content of the profile. This is important since improper wording would fail to attract the attention of the audience.
  4. Start with a small presence on the social media: Steven Overly states that this creates curiosity to the audience, and they will keep coming back to get updates on the latest developments.

Social Networking at Southwest Airlines

Southwest Airlines is a low cost carrier that operates in Dallas, Texas. Having been in business since 1971, and with increasing competition from other airlines, Southwest identified social media as a means of boosting its customer base. The airline created a profile on Flickr where its customers can post photos and videos of their flight experiences. These pictures and videos, together with comments associated with them, are automatically updated into the airline’s blog. This project gives its customers a sense of belonging. It also attracts new clients, who are amused by the experiences of the airline’s existing clientele; customers trust other customers to give more reliable information than the company itself. The result is that the airline gets many clients, hence, boosting its revenue.


Posted by on October 14, 2012 in Enterprise 2.0


Wiki Strategy…Cort

A wiki is a web based online software that collaborates different kinds of content into one centralized information source. Ezra Goodnoe states that wikis were developed because inputs from many people are more likely to produce positive results, than when they are obtained from an individual; even if the person is an expert. Wikis can be read, written, or edited by anybody at any time. There are, however, exceptional occasions when access to certain sections of a wiki can be limited for privacy and security purposes. Unlike conventional databases, wikis are flexible, cheap, and intelligent. The fact that they are browser based also makes them easy to implement and maintain. Information in wikis can be updated by any user, and the user’s entry counter checked by any user who utilizes the services of the wiki. The purpose of wikis is to provide up to date information in a quicker, easier, and more reliable way than regular database systems do. The fact that its users can access information from wikis using their tablets, smartphones, or laptops eliminates the need for communication methods like e-mails, memos, and phone calls; important information in corporate fields can be shared in corporate wikis, hence, reducing the time required to access it.

How can a company incorporate a wiki in its systems?

            Just like other information technology tools, wikis need to be implemented correctly if they are to meet their intended goals (Steve Francia). I have created a summary of tactics that can be used to set up a wiki system in a company:

a)      Requirements

In order to ensure success in the project, the wiki selected must accommodate all the requirements or at least most of them, for which it was meant. The team setting up the wiki has to ensure that it determines all requirements exhaustively before setting up the system.

b)      Access Policies

Some of the organization’s data may be sensitive and confidential; hence there is the need to define and implement access rights so that employees or clients do not access information that the company desires to keep out of the public limelight.

c)      Ease of Use

People tend to adopt systems that make work easier for them; hence the need to have a wiki that is easy to navigate through. This can be done by ensuring that the design integrates images, icons, commands, and terms with which users are familiar. In addition, the wiki should contain information that its users normally want, but have trouble accessing due to complex procedures. The fact that this information crucial information is readily available makes users embrace the system.

d)     Inclusiveness

It is necessary to incorporate every stakeholder in the project in order to inculcate the sense of belongingness. People easily embrace systems that they perceive to be their “own”.

A Success Story at CORT

  CORT Business Services, an e-commerce business outfit that rents furniture and helps companies relocate their offices, has used wikis to boost internal collaboration its departments and manage its e-commerce site. With presence in 180 locations and a staff of 2500, the company had a hard time synchronizing its activities until it adopted the use of wikis. These wikis created a platform through which the company’s management and employees could share information quickly and reliably at a cheap price; a company with 25 employees could get an annual subscription of only $1711. The company’s vice president, in charge of information technology and product development, pointed out the importance of people only getting access to information that is relevant to them. He no longer needed to send emails to his juniors on operational issues; he just updated the wiki. When the company’s website, cort, got a bug and needed maintenance, developers could post their progress in the wiki, hence, preventing them from wasting time working on the same issue.  According to Lynch, the company has earned a notable return on investment since adopting the use of wikis.


Posted by on October 1, 2012 in Enterprise 2.0


Micro blogging …BRISBANE AIRPORT

Microblogging strategy

The strategic point of the airport could be a microblogging style as it is a broadcast medium, that usrers can exchange a small size of data, like short messages, images and video links. Microblogging is a significant way to support informal communication between employees.  Nowadays, Email is a slow and incompetent approach for communications.

Microblogging team strategy consists of a guildlines for group member invlovment, commitment plan, group sechdule, content strategy, tasks and crisis plan.




Brisbane Airport is situated in Australia and is rank the third passenger airport which is very busy with customers moving in and out.

Enter a customer: They are served very first because of the self service check in system

is the sole passenger airport serving Brisbane and is the third busiest airport in Australia after Sydney Airport and Melbourne Airport. Brisbane Airport has won many awards.

Booking for a flight: Due  to self service, one need to scroll down the pages in order to get a list of cites, more especially  if one is booking in between the airports which is listed to be between 107 km of BNE.

They are being provided with username and password. This helps to easen work very fast, though there is risk of login in terrorists in the airport.


Tactics for implementing the strategy

– By working with stakeholders, Brisbane Airport are able to implement an effective way of providing a tactical and strategic information.

– The employees rely so much on car travel

– Has best reviewed hotels with special offers

–  Provision of videos

– Brisbane Airport has car-parks, all operating 24 hours a day, 7 days a week, and other multi-level undercover car parks, the international, providing short and long term services.

– The air train travels direct from each terminal to Brisbane and the Gold Cost.

– Brisbane Airtrain  travels direct from each terminal to Brisbane and the Gold Cost.

– The airport has two privately owned railway stations which operate between 6:00 am and 10:00 pm, with services running every 30 minutes or 15 minutes in peak times, and its fare are less than half the taxi  fare.



Posted by on September 21, 2012 in Enterprise 2.0


Adoption Of Social Tools… IBM

Adoption of social tools is growing rapidly, organisations and companies after ignoring at the beginning start to realise  the extensive opportunities in social media networks include sharing information, advertising, interacting with customers, monitoring conversations about the organisation and more on.

It is true when we hear at the beginning about social media adoption seems for us beneficial and easy, yet there are a lot for companies to concern about to take such a step like what is the proper way to return to them in benefits! How they will avoid legal risks (see my previous post) and not less importantly how organisations can influence in human behaviour to approach the effective adoption. As sometimes people behave is unpredictable, which is based on culture and education matters. Therefore, organisations need to effect on human behaviour, like encouraging positive behaviour and discouraging undesirable behaviour.

However, adopting challenges can differ from company to other depending on the extent of the company, logically larger company means more employees, higher process engaging and more difficulties, probably I will talk about this point more broadly in separate post. Some companies proved that can overtake most of the challenges result from adopting social media. A great example is IBM’s experience. IBM has adopted Enterprise 2.0 by establishing “BeeHive”, which was launched in 2007. With Beehive, IBM’s employees can use for as personal and professional platform, communicate between each other and track the work.

“IBM tackled the issue of adopting Enterprise 2.0 by designing BeeHive as a social networking site only for IBM’s employees to connect then between each other, track each other activities and to make appointment and schedules ” Gia Lyons said

One of the tools of BeeHive is “Hive5”, which enable staff members to create a list of top 5 items for a specific topic providing their links for each list, also, employees able to set whether share the list with public or only particular workers.

Through BeeHive IBM shows a successful story of adopting social media. Toby Word illustrates the main approach since BeeHive launched:

  • 35,000 IBM employees are registered.
  • More than 280,000 social network connections between BeeHive members.
  • Over 150,000 comments have been posted.
  • Shared around 43.000 photos.
  • More than 150,000 Hive5 was created.
  • Over 2000 events was hosted.

It is seen that IBM company adopted Enterprise2.0 successfully, which return them with many major benefits of social media like enhance the productivity etc. Below a presentation shows the benefits of adopting social media for business, and the presenter shows some cases of adopting social media, also he express how IBM implement Enterprise 2.0.


Posted by on September 15, 2012 in Enterprise 2.0


Legal Risks of Social Media.. Boeing

The Boeing Company is an American multinational aerospace and defence corporation.  Boeing moved its corporate headquarters from Seattle to Chicago, Illinois, in 2001. Boeing have several productions includes commercial airplanes, defense and other. In both 2009 and 2008 Boeing was second on the list of Top 100 US Federal Contractors, with contracts totalling $22 billion and $23 billion respectively. In 2007 and 2008 the company benefited from over $10 billion of long-term loan guarantees, helping finance the purchase of their commercial aircraft in countries including Brazil, Canada, Ireland and the United Arab Emirates, from the Export-Import Bank of the United States.

With the revolution of social media, Boeing like most of large companies moved into social media, hopping to gain its huge benefits. So at the first Boeing established a YouTube channel to shares with costumers and fans their news and products.  In addition, Boeing creates three hash-tags in twitter :@Boeing@BoeingAirplanes and@BoeingDefense. Since Boeing believed about social media they operates several Facebook pages include Boeing careers page where they share information about their people, products and career opportunities. Also, they establish The Boeing store to advertise their products in the Facebook.

The question here is a company like Boeing, which has commercial and governments contracts with value of hundreds of millions, opened itself to the social media will success to avoid the legal risks?

Since Boeing open itself to social media, there is chance they face serious legal risks include:

  • Confidential information: what if one the employee uploads a confidential information or somehow the information get into the public.
  • Wrongful dismissal: If Boeing employees’ required using the social media during working hours for long time may drive them to make mistakes that result in wrongful dismissal to them, which will bring negative sequences to the workers and the company.
  • Technology risk: Since Boeing has opened to social media, it is exposure more to Malware, Viruses and other technology risks. This fact can lead any company to real loss in their income or reputation.
  • Statutory Risk: As Boeing share their ideas and new products with their fance in Twitter, YouTube and Facebook, this can give their competitor a chance to use same ideas or designs.

These several scenarios of legal risks Boeing can face from social media. However, I believe company like Boeing worked hard to avoid these possibilities, and has adopted social media polices. For example, a Boeing employee with a personal Facebook page can’t share information about the company itself, which can effect negatively in the company reputation.

According to Boeing “violations of company policies could result in corrective action, up to termination”

So if Boeing wants to avoid the legal risks, they should to many sides include:

  •     Train their employees about their social media polices to protect their reputation
  •     Monitor Authorized Account
  •     Protect their computers from any software threatens.

Below  A YouTube video created by Salesforce company, which is a training for employees about social media policy, and they offer it to other companies.



Posted by on August 28, 2012 in Enterprise 2.0


The Benefits and the Risks of Social Media.

Jeddah is a large city in Saudi Arabia, the population for this city over 4 Million. In 2009, a massive flood has covered this city causing more than 100 fatalities. I am telling this tragedy because I realised from this crises, the power of social media, and how it can be much bigger than expanding the social circle or knowledge of the person. During that flood, hundreds of youth in Jeddah have used the social media sites including twitter and Facebook to establish a platform to them making huge number of volunteers willing to give a hand for the people who are affected during and after the flood.  Volunteers used the social media to update the places that need help and organise themselves.

Without social media tools, we could not mobilize a large number of people. It was otherwise impossible to gain 500,000 volunteers within one month”. Rasha said

I am sure this is only one example of hundreds around the world how social media can be used to help people through real natural or human-made disasters.

Disaster management and social media is a case of study made by Queensland Police Service, it shown several benefits of social media in a disaster as outlined by Queensland Police service (QPS):

  • The ability to push out large volumes of information to a big number of people.
  • The Queensland Police service (QPS) Facebook page is a trusted and authoritative place of information and facts for the community and media.
  • The ability to direct a large number of specific information to communities without need to relay on mainstream media.
  • The QPS immediately kill rumour before it become fact in the mainstream media.


There are many other benefits has been brought by Enterprise 2.0 including:

  • Enhance collaboration: Enterprise 2.0 tools provide people with methods that facilitate the collaboration. Using such technologies can increase the knowledge that shred between skilled employees, refining the materials available to them.
  • Innovation: The possibility of breaking down the research and development (R&D) increased by using Enterprise 2.0 tools, and opens a wider range of collaborators to participate. (R&D) can become more easier, inclusive and eclectic.
  • Enhanced Productivity: With Enterprise2.0 technologies, workers can do more and do it more efficient. As they able to create network effects that increase the productivity of the group, enhancing both the quantity and the quality of work.

However, Enterprise 2.0 also brings many disadvantages. Loss of control is one of the main risks. when social media sites loss the control can handle inappropriate contents which may drive to dangerous results. An example the risks can be brought by implementing Enterprise 2.0 is the story happened in Victoria when a man suspected of setting a fire which killed 10 people and damaged 200 homes, this man faced the anger of numbers of group in Facebook, some of these groups asked to kill this man. Later the social networking site pulled the group offline as a result of violations. In some cases social media  goes wrong.





Posted by on August 19, 2012 in Enterprise 2.0


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