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Our flight itinerary today •Introduction to WestJet •WestJet social media channels •Social media anecdotes & interactions •Negative feedback on social media
The WestJet Story
WestJet took to the skies Feb 29, 1996
with 200 people, three Boeing 737-200s, and five destinations…
WestJet Network 1996
WestJet Network 2009
Fun WestJet Facts •
Number of WestJetters
7,800
•
Average number of unsolicited resumes 1,200/week
• Average number of guests per week
270,000
• Number of cookies consumed last year
4,150,000
• Coldest day for TAC agents
-54 degrees
• # of marriage proposals onboard • Fastest aircraft turn time
433
6 minutes
Our people are our strength Language is important
• Team Leaders vs. Supervisors • People vs. Employees • Promises vs. Policies • Guests vs. Passengers • 2010 – Inducted into Canada’s 10 Most Admired Corporate Cultures Hall of Fame
WestJet social media channels facebook.com/westjet youtube.com/westjet twitter.com/westjet
Keys to social media success • Ensure that your social media team has the right info • Use a brandividual to personalize the interaction • Have patience while communicating openly and honestly • Acknowledge the negative while focusing on the positive • Take complaints offline • Integrate social media feedback
Complaint or opportunity? • Complaints are inevitable in any business. • A complaint is an opportunity to showcase your problem solving and communication skills. • “For the most part, all it takes is a touch of humanity to turn a disgruntled customer into an
appreciative fan or follower” – Blogger Dany Levy, during the Iceland ash cloud
Complaint or opportunity?
Complaint or opportunity?
Complaint or opportunity?
Successful resolution
The right information
The right information • Social media is an open forum • Every possible question will come on social media • Social media specialists need to have the answers or at least have access to find the answers • A timely answer is very important to the other person • Establish what they can and cannot do
Give it a personal touch
Use a brandividual
Brandividual Brandividual (n.): an individual employee who draws on her or his personal identity as well as the organization or brand’s identity, to represent the organization or brand in online relationships. source: http://authenticorganizations.com/harquail/2009/05/20/whats-a-brandividual
Negative feedback
Don’t be afraid
Negative feedback •Don’t take it personally •Complaints need to be acknowledged •Communicate openly and honestly •Determine what is valuable •Most effective to take complaints offline
Feedback is not all negative
Integration is key
So, doe
s it wor
k?
Absolutely!
27
Greg Hounslow Advisor, Emerging Media WestJet [email protected] facebook.com/westjet youtube.com/westjet twitter.com/westjet
ACuagsuesSt t2u0d0y8
Our flight itinerary today •Introduction to WestJet •WestJet social media channels •Social media anecdotes & interactions •Negative feedback on social media
The WestJet Story
WestJet took to the skies Feb 29, 1996
with 200 people, three Boeing 737-200s, and five destinations…
WestJet Network 1996
WestJet Network 2009
Fun WestJet Facts •
Number of WestJetters
7,800
•
Average number of unsolicited resumes 1,200/week
• Average number of guests per week
270,000
• Number of cookies consumed last year
4,150,000
• Coldest day for TAC agents
-54 degrees
• # of marriage proposals onboard • Fastest aircraft turn time
433
6 minutes
Our people are our strength Language is important
• Team Leaders vs. Supervisors • People vs. Employees • Promises vs. Policies • Guests vs. Passengers • 2010 – Inducted into Canada’s 10 Most Admired Corporate Cultures Hall of Fame
WestJet social media channels facebook.com/westjet youtube.com/westjet twitter.com/westjet
Keys to social media success • Ensure that your social media team has the right info • Use a brandividual to personalize the interaction • Have patience while communicating openly and honestly • Acknowledge the negative while focusing on the positive • Take complaints offline • Integrate social media feedback
Complaint or opportunity? • Complaints are inevitable in any business. • A complaint is an opportunity to showcase your problem solving and communication skills. • “For the most part, all it takes is a touch of humanity to turn a disgruntled customer into an
appreciative fan or follower” – Blogger Dany Levy, during the Iceland ash cloud
Complaint or opportunity?
Complaint or opportunity?
Complaint or opportunity?
Successful resolution
The right information
The right information • Social media is an open forum • Every possible question will come on social media • Social media specialists need to have the answers or at least have access to find the answers • A timely answer is very important to the other person • Establish what they can and cannot do
Give it a personal touch
Use a brandividual
Brandividual Brandividual (n.): an individual employee who draws on her or his personal identity as well as the organization or brand’s identity, to represent the organization or brand in online relationships. source: http://authenticorganizations.com/harquail/2009/05/20/whats-a-brandividual
Negative feedback
Don’t be afraid
Negative feedback •Don’t take it personally •Complaints need to be acknowledged •Communicate openly and honestly •Determine what is valuable •Most effective to take complaints offline
Feedback is not all negative
Integration is key
So, doe
s it wor
k?
Absolutely!
27
Greg Hounslow Advisor, Emerging Media WestJet [email protected] facebook.com/westjet youtube.com/westjet twitter.com/westjet
