How Dublin Airport Tweets its way to success
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The document discusses Dublin Airport's use of Twitter to engage with passengers and promote the airport. It notes that Dublin Airport has over 28,000 Twitter followers. It provides tips for using Twitter effectively, including focusing on engagement, passenger information, news, and customer service. Dublin Airport has found success with using Twitter to share stories and manage its messaging during crises. The airport measures its social media performance and finds that it has high engagement rates, especially on Facebook where it has over 18,000 likes and a 32% engagement rate.
How Dublin Airport Tweets its way to success
- 1. Tweeting Your Way To Success
- 2. DAAs Twitter Accounts @DublinAirport 28,700 followers @Cork_Airport 3,200 followers @TheLoopShopping 700 followers @ARIRetail 84 followers (not active)
- 3. Every Journey Begins ...
- 4. The Fat Controller Tweet a tweet is a message on Twitter, max 140 characters Follow You opt in to have access to someones tweets Mention You mention an account by preceeding it with an @ - @DublinAirport, @LadyGaga, @wallacemick Retweet Sharing somebody elses tweet Hastag A hastag # categorises a tweet Trending Whats being talked about on Twitter 4
- 6. Dublin Airport On Twitter 6
- 7. Baby Steps
- 9. Lightbulb Moment 1 Feb 26 2011
- 11. The Benefits of Initial Disinterest Communications owned it We had freedom to fail Journalistic sensibilities Tone is vital Little outside interference But what to do?
- 12. What We Opted For On Twitter Engagement Passenger information News Crisis Communications Commercial promotions Driving traffic to DUB site Thought leadership Customer Service
- 13. Dont Miss The Point
- 14. Rule 1 - Its All About The Story
- 15. Rule 2 - It Always Has Been
- 16. Rule 3 No Snake Oil
- 17. Rule 4 In House + No Interns
- 18. Stories for Boys And Girls
- 20. Better Than A Press Release
- 21. Route To New & Old Media Twitter is replacing traditional news gathering Twitter often well ahead of news cycle New news websites with interactive content focussed on mobile devices & social media Were in the content business
- 22. Good For Managing Message In A Crisis
- 23. Sometimes You Have To Compromise
- 24. The Perfect Twitter Story Lost Euro 2012 tickets Oliver Coughlan trending worldwide Story went viral Positive PR for Dublin Airport/DAA We reunited tickets & owner within a couple of hours
- 25. Poland Canada Romania Indonesia
- 27. Our First Major Social Media Campaign 27
- 28. Achieved Its Core Targets
- 29. How Are We Doing & How We Measure It?
- 30. A Strong Player on Twitter Selected Airports Twitter Followers Heathrow 132,172 Gatwick 54,731 Manchester 52,121 Dublin 28,674 Warsaw CH 27,591 LAX 20,982 Boston 15,961 CDG/Orly 12,586 Schiphol 9,523 Frankfurt 6,742 0 20,000 40,000 60,000 80,000 100,000 120,000 140,000 30
- 31. Four Social Media Award Nominations 31
- 32. Award-Winning Twitter Feed The Judges View Feed has a strong sense of place, with its own distinct voice ... in a league of its own
- 34. Rule 5 Careful With Scheduling
- 35. We Know WhichTweets Engage
- 36. And Much More Besides
- 37. BOGOF It Works on FB Too
- 38. Facebook Active for 6 months Long battle to get FB place name & user name back 18K Likes 32% engagement 0% engagement 6 months ago 560K check-ins
- 39. Look Whos Talking Selected Airports Facebook Engagement (%) Heathrow 9 Changi 10 Manchester 11 Frankfurt 11 Gatwick 13 LAX 14 Boston 22 Warsaw CH 27 Dublin 32 0 5 10 15 20 25 30 35
- 40. On Other Platforms Too Google + Linked In Pinterest Instagram SoundCloud Flickr Vimeo
- 41. Rule 6: Nobody Knows Anything
- 42. Thank You & Questions