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How did Virgin Atlantic and British Airways handle December disruptions through Twitter

How did Virgin Atlantic and British Airways handle December disruptions through Twitter

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Published by Jamie Riddell
December 2010 was a difficult time for travellers. Both London and New York Airports suffered major disruptions due to the snow, which left thousands of passengers stranded at airports.
Digital Tomorrow Today used BirdSong to take an in depth look at how the two airlines used Twitter to communicate with their customers during this challenging period. We were interested to find out what strategies each brand had employed and what was the visible impact on their Twitter presence during and after the event.
December 2010 was a difficult time for travellers. Both London and New York Airports suffered major disruptions due to the snow, which left thousands of passengers stranded at airports.
Digital Tomorrow Today used BirdSong to take an in depth look at how the two airlines used Twitter to communicate with their customers during this challenging period. We were interested to find out what strategies each brand had employed and what was the visible impact on their Twitter presence during and after the event.

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Published by: Jamie Riddell on Feb 02, 2011
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Future Proofing Brands through Insight, Strategy & Trainingwww.digitaltomorrowtoday.com
BirdSongTwitter benchmarking for brands
Digital Tomorrow Today, established in 2010 by Jamie Riddell, works with brands to futureproof their marketing strategies.This week the company launches BirdSong, a bespoke new product which gives greater insight on how to optimise Twitter strategies in the competitive marketplace. This is inresponse to a growing need by marketers for more integrated qualitative and quantitative dataon Twitter usage.Speaking on the launch, Jamie Riddell says, “It is clear that, with over 200 millions usersworldwide Twitter is becoming an increasingly important part of the marketing mix. However,the clients that we speak to are concerned about the lack of cohesive research on how, whenand where their audiences are engaging with it. They are also very interested to know howtheir competitors are using the platform.We have developed BirdSong to give brands the right information to create more powerfulTwitter campaigns. We were particularly interested in understanding consumer behaviour andusage, and how this could be used to fine tune direct marketing activity. There are lots of tools already available, which give separate pieces of the information puzzle, but putting themtogether is time consuming even before the analysis can begin. BirdSong provides anintegrated source of information that is much quicker and easier to use.”
Introducing BirdSong
BirdSong combines API data with custom built reporting. It provides rapid insight into Twitter trends and behaviour, which in turn can enable clients to keep their tactics relevant and fresh.For example, it can answer questions such as:
When is the best time of day for my brand to tweet to existing customers?
What is the best day of week for engagement?
When are my competitors most active or inactive?
How many of my followers are also following my competitors?
How are my followers accessing Twitter (mobile, desktop, television)?
What software are my followers using? (Tweetdeck, Seesmic, Hootsuite)?
What software are my competitors using?
Are my competitors tracking their links?
Do my followers click on my biography link?And much more
 Reports can be provided as frequently as clients require. Digital TomorrowToday can also provide ongoing consultation on how to optimise campaignsas part of the brand’s wider marketing mix.BirdSong is the first of our proprietary solutions to help advertisers harnessemerging channels. Further announcements will be made in the future.For more information contact Jamie RiddellJamie@digitaltomorrowtoday.com@jamieriddell
 
Future Proofing Brands through Insight, Strategy & Trainingwww.digitaltomorrowtoday.com
BirdSong Case Study:
How did British Airways and Virgin Atlantic use Twitter to supporttheir customers during heavy snow in December 2010?
December 2010 was a difficult time for travellers. Both London and New York Airportssuffered major disruptions due to the snow, which left thousands of passengers stranded atairports.Digital Tomorrow Today used BirdSong to take an in depth look at how the two airlines usedTwitter to communicate with their customers during this challenging period. We wereinterested to find out what strategies each brand had employed and what was the visibleimpact on their Twitter presence during and after the event.
 
Future Proofing Brands through Insight, Strategy & Trainingwww.digitaltomorrowtoday.com
Background
December 2010 was a difficult time for travellers. Both London and New York suffered major disruptions due to the snow, which left thousands of passengers stranded at airports.Using
BirdSong
, we researched the tweets from both British Airways and Virgin Atlantic tounderstand how they used Twitter to communicate with their customers during the disruption.
Methodology
Three Twitter accounts were reviewed, all of which were active during this period:
Twitter.com/virginatlantic
Twitter.com/britishairways (North America)
Twitter.com/british_airwaysThe following elements were analysed in this report:1. Frequency of Tweets2. Day of Week3. Daypart4. Profile of Tweets5. Message Content6. Identification of Support Giver 7. Follower TrendsThe data period for this analysis was the 16
th
December and 24
th
December 2010. The daterange covers the immediate run up to, during and after the snow disruption. The days of greatest disruption were the 19
th
, 20
th
and 21
st
December.

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