Marketing Brief

00:00 Jan 01

Social Media Campaign of Emirates Airlines Brand Description Emirates Airlines is one of the leading airline brands in the United Kingdom, specializing in passenger and cargo transport. In an effort to counter stiff competition in the airline industry, the marketing team implemented a social media marketing campaign intended at attracting, engaging and retaining travelers. The marketing campaign involved the use of social media platforms such as Facebook, Twitter and Youtube. The focus of the campaign was on the message and the audience. The aim of the marketing campaign was to increase sales by communicating the brand and engaging customers in order to convince them to travel with Emirates Airlines. The content included text, video and images carefully designed and communicated through Facebook, Twitter and Youtube. Critical Evaluation The social media marketing campaign for Emirates Airlines began with an clear objective which was to increase sales. In order to achieve this goal, content development in the form of images of aircrafts and visually appealing cabin crew as well as text and video was developed. In one of the images, a Boeing 747 plane was photographed as it took of Heathrow Airport. The experience was also captured in a sensational high definition marketing video. Emirates Airlines brand marketing team created profiles on Facebook and made use of subscribe and book now features where travelerscould subscribe or place a booking. The subscription was also visible to other Facebook users through notifications, thus creating a community of tour and business travelers that subscribe to the Emirates Airlines brand.  The marketers then used carefully crafted marketing words to describe the experience of travelling in an Emirates Airlines plane. In one of the videos posted on Facebook, the marketing team thanks their eight million fans. However, most posting of messages was not done in a consistent manner. In addition, comments and questions from Facebook users were not responded to immediately thus leading to missed opportunities. Methods of Customer Engagement Emirates Airline marketing campaign team used the hash tag feature on Facebook and Twitter to drive sales especially during holiday seasons where many travelers prefer to take a break from their busy schedule and relax in one of the tourist attractions (Dutta, 2012). The marketing plan was also implemented in accordance with the distribution channel of the product. For example, the social marketers preferred to target different segments of the market according to regions. The marketing team directly engaged with me through the Facebook chat feature as well as through regular posts on fare discounts and holiday offers that were unique to Emirates Airlines. Using the Facebook insight feature, the social markets for the Emirates Airlines brand were able to know the age, regional distribution as well as social demographics for the members of the network and thus managed to craft the marketing message to be able to cater for the unique consumers. Occasionally, the marketing team ran Facebook videos and shared them with the community of users placing emphasis on the visuals of the videos in order to relay a strong marketing message to targeted consumers. Emirates Airlines travel packages were also advertised on Youtube, which is a social media platform that allow people to view and share video content. The emphasis was on advertisements that focused on senses. In one of the videos, an aircraft was captured while taking off. The video also reveals the hospitality and high quality service offered by Emirates Airlines cabin crew. The experience is meant to influence the viewer to travel with the airline. Youtube also provided users with a platform to comment on the various videos uploaded on Emirates Airlines. Social Media Campaign for Virgin Airlines Brand Description Virgin Airlines is one of the most recognized airlinebrands in the global market. In order to maintain its market share, the company implemented a strong social media marketing campaign that included Facebook, Twitter and Youtube. The company employed a dedicated team of social media marketers that respond to questions from potential travelers through the Facebook chat feature and book now button. Additionally, the company send regular posts on discounts for its products and shares it to the large community of subscribers. This has the impact of increasing sales through volume orders thus contributing to the growth of the Virgin group. Critical Evaluation Virgin Airlines caters for both business and holiday travelers. The company succeeded in designing sleek images of their various aircrafts and cabin crew for purpose of attracting the large number of travelers of social media to use their airline to travel.  Additionally, there are videos of cabin crew serving travelerto show the hospitality and quality of service onboard.  The content therefore created a strong impression of class among Facebook users. The videos wereshared on Virgin Airlines Youtubechannel. One of the notable features of the social media campaign was the use of influencers to push its brand among social media enthusiasts (Ashley &Tuten, 2014). The marketing team captured a video of Richard Branson using the Airline as well as obtaining endorsement from renowned sportsmen and women. However, the social media pages for the company were not frequently updated. In addition, offers and discounts were not clearly communicated on the social media platform, thus reducing the impact of the social media strategy. Customer Engagement In order to engage potential customer, Virgin Airline marketing team used Youtube features such as analytics to understand the demographics of viewers of Virgin Airlines adverts. In addition, the campaign strategy ensured that viewers of other videos at least had to play the Virgin Airlines advert before proceeding to view their preferred video content (Bernhardt, Mays & Hall, 2012). Virgin Airlines also made useof Instagram to push its brand by making use of the visual storytelling feature to share photos of their fleet of aircrafts to followers within the Instagram network. The marketing team used Facebook chats to communicate discounts and offers as well as using the “follow” on Twitter to gain attention of Twitter users. In addition, the integration of Instagram with other social media platforms such as Facebook and Twitter means that content send on one social media platform is visible and accessible from the other social media platform, thus increasing the network of followers for the brand. Social media platforms Facebook Facebook has the highest usage with users ranging between 45 years and 54 years. The platform boasts the highest number of users with a variety of features that social media marketers can employ to improve their brand position in the market (Řežáb, 2012). With 70 percent of users above the age of thirty five, the company has a significant reward for carefully crafted visual content. Sleek images, text and video can be posted, shared and re-shared in order to reach an even larger audience. The addition of “Donate now” button enables companies to push their brand by rallying followers around a social course, thus increasing awareness of the brand in the marketplace. One of the most important success factors of social media marketing is the ability to obtain insight from the huge amount of marketing data online. Through the use of Facebook insights, marketing managers and teams can be able to better understand the people liking the brand and thus know exactly what kind of message should be written in order to target the market. This feature takes guesswork outside social media marketing and thus creates more strategic plans based on insights in order to increase market share through increased brand awareness. Another important feature of Facebook is the ability to embed video content which provides a powerful way to engage customers. Through posting and sharing, the number of people viewing the content is high, thus assuring the marketer that there brand will be visible to as many people as possible. In addition, running adverts for products on Facebook is relatively inexpensive compared to other platforms. Facebook as a social media platform is effective for marketing campaigns that are social in nature and highly visual while ineffective for specialized and text heavy content.  Facebook also enables one to share photos of the products and provides update on improvements of the product, thus keeping customers updated. It is also interactive since customers can also share their posts, comments and tag photos of the products.  Facebook also allows marketers to organize photos into albums and maintain timelines showing how the product has improved over time (Ledford, 2012). However Facebook has been criticized for long lead time when building a community of fans. It also takes longer to engage customers, requiring long term monitoring in order to understand customers. Social media marketers should vary their posts since not all the users of Facebook engage with posts in the same way. Twitter Twitter is designed for high text content as opposed to video and images. In addition, messages are limited to one hundred and forty characters. It is also effective for contacting with followers and market influencers. However, it is important to note that Twitter becomes ineffective when the marketing message is long with expressions. Nevertheless, discussions and conversations on different topics take place fast on Twitter compared to other social media platforms. Like Facebook, Twitter requires more monitoring time in order to engage with customers and increase sales for products and services. Unlike Facebook, Twitter is powered by a network of connected hash tags that create a trend. Marketers can use this feature to create a trend about a certain aspect or feature of the product, thus increasing the number of followers and ultimately sales for the product (Atwong, 2015). The platform is effective for real-time engagement with customers especially during launch of new products and also during other marketing events. However, it is important to note that the age bracket of users for Twitter is much lower compared to that of Facebook. Consequently, it can be used to market products for the youth. LinkedIn LinkedIn is a social media platform designed to establish and maintain professional connections. The platform is good for sharing information about a marketing campaign or event. However, it is not so good for sharing information about the product during an event since users of the network may not be logged into the platform. Additionally, the platform has been criticized for having little potential for both video and image content about products. Foursquare   It is a location-based platform for sharing information about marketing events. However, it has little potential for direct engagement with customers since the platform depends on word-of-mouth to drive traffic. For instance, during the launch of a new product, users within a given geographical location have to tell their friends and relatives about the product as opposed. In addition, the platform has received criticism for the difficulty in measuring the impact of marketing campaigns run on the platform. Instagram   Instagram support marketing events or campaigns by enabling marketers to post a series of visually appealing images to a network of Instagram users. The platform is good for inviting product users and potential customers to product launches and other marketing events.  Users can be engaged through likes and comments (Alves, Fernandes&Raposo, 2016). It also supports search within a community of users which makes it effective to profile users and also discovery of their preferences depending on their likes and comments. The platform supports unlimited photo uploads which gives the marketing team the opportunity to showcase the product or event using as many photos as possible (Malhotra, 2015). However, for attendees that are camera-shy, the platform may not be effective. The social media marketing platform may also not be effective after the marketing event. However, it can easily be integrated with other social media platforms such as Facebook and Twitter, thus making it effective for running integrated social media marketing campaigns.   Youtube   Youtube allows the marketing team to create company channels where marketing videos can be uploaded. The marketing videos can be categorized into different playlists, thus allowing the team to place different products in different playlists. It is also easy to use and supports the use of powerful analytics which enables the marketing team to measure the impact of a marketing campaign (Alves, Fernandes&Raposo, 2016). Youtube enables marketers to film videos on the streets as well as record interviews with customers of a product of professional opinions in an effort to influence the potential buyers of a product or a service. However, it is important to note that editing and uploading video clips on Youtube channels can take a great deal of effort and skill (Fisher, 2014).                   References Alves, H., Fernandes, C., &Raposo, M. (2016). Social Media Marketing: A Literature Review and Implications. Psychology & Marketing, 33(12), 1029-1038. Ashley, C., &Tuten, T. (2014). Creative Strategies in Social Media Marketing: An Exploratory Study of Branded Social Content and Consumer Engagement. Psychology & Marketing, 32(1), 15-27. Atwong, C. (2015). A Social Media Practicum: An Action-Learning Approach to Social Media Marketing and Analytics. Marketing Education Review, 25(1), 27-31. Bernhardt, J., Mays, D., & Hall, A. (2012).Social marketing at the right place and right time with new media.Journal Of Social Marketing, 2(2), 130-137. Dorenda-Zaborowicz, M. (2012).Marketing w social media.Nowe Media, 0(3), 59. Dutta, K. (2012). Social Media Marketing - A Paradigm Shift in the Marketing Practice.SSRN Electronic Journal. Fisher, E. (2014). ‘You Media’: audiencing as marketing in social media. Media, Culture & Society, 37(1), 50-67. Ledford, C. (2012). Changing Channels.Social Marketing Quarterly, 18(3), 175-186. Malhotra, D. (2015). Social Paradigms of the Digital Marketing - An Indian Perspective of Social Media Marketing.SSRN Electronic Journal. Řežáb, J. (2012).Social Media Marketing and Brands’ Social Marketing Behavior.Central European Business Review, 1(1), 49.                                 APPENDIX Diary
WEEK SOCIAL MEDIA PLATFORM ACTIVITY
Emirates Airline  BRAND
Week 1:   Facebook     ·         Emirates Airlines marketing team sent a friend request on my Facebook account. ·         Liked the Emirates Airlinesfacebook fan page ·         Invited two friends to join the page
  Twitter   ·         I followed the Emirates Airlines Twitter page ·         Commented on a hashtag regarding the #EmiratesAce promotion.  
  LinkedIn   ·         Received an invitation to participate in the #EmiratesAce promotion, however, i saw the invitation one week later.
  Youtube ·         I viewed and commented on the video ads for the launch of #EmiratesAce promotion
Week 2:   Facebook     ·         Emirates Airlines marketing team shared a video of the travel packages for tourists and business travellers on Facebook to all the fans ·         The team used plain text to appeal to fans to continue to take the product. They also posted beautiful photo of the different aircrafts that the airline owns.
  Twitter   ·         Hashtag # #EmiratesAce promotion trended on Twitter ·         Team shared images of the #EmiratesAce promotion event in real time
  LinkedIn   ·         Emirates Airlines fan day event sent to my LinkedIn account.
  Youtube ·         Emirates Airlines fan day  event video ad uploaded on Emirates AirlinesYoutube channel
Week 3 Facebook     ·         Photos of Emirates Airlines fanday posted on Facebook and customers tagged
  Twitter   ·         No activity
  LinkedIn   ·         No activity
  Youtube ·         No activity
Week 4 Facebook     ·         Launch of the Emirates travel discount  of 3 percent
  Twitter   ·         #EmiratesAirlinesDiscount trending on Twitter ·         Live engagement with marketing team
  LinkedIn   ·         #EmiratesAirlinesDiscount event advertised extensively on LinkedIn
  Youtube ·         Video of a marketing manager advertising #EmiratesAirlinesDiscount posted on Youtube channel  
Week 5 Facebook     ·         Photos of passengers travelling on a Boeing 747  posted on Facebook  
  Twitter   ·         Real time conversation about the #EmiratesAirlinesDiscount
  LinkedIn   ·         No activity
  Youtube ·         No activity
Week 6 Facebook     ·         Received a post encouraging me to take advantage of the discount period
  Twitter   ·         Advert to encourage people to go for holiday in any destination in the world.
LinkedIn   ·         Advert to encourage people to consumer beer responsibly
Youtube ·         Video advert to encourage people to consumer beer responsibly
   
WEEK SOCIAL MEDIA PLATFORM ACTIVITY
Virgin Atlantic BRAND
Week 1:   Facebook     ·         Received request to become a fan of Virgin Atlantic Facebook page. I joined and shared the message to Facebook friends
  Twitter   ·         #PerfectTouchdownVirgin Atlantic Airlines trending on Twitter
  LinkedIn   ·         #PerfectTouchdowntrending on LinkedIn
  Youtube ·         Video of #PerfectTouchdownposted on Virgin AirlinesYoutube channel showing a cabin crew kicking a hand ball.
Week 2:   Facebook     ·         Had a Facebook chat with one of the support team members regarding the unique features and air fares charged by #PerfectTouchdown
  Twitter   ·         #PerfectTouchdownwithVirgin Airlines trending on Twitter with people commending and contributing to the conversation
  LinkedIn   ·         No activity
  Youtube ·         Video of #PerfectTouchdownwithVirgin Airlines trending on Virgin AirlinesYoutube channel
Week 3 Facebook     ·         Advert to encourage people to go for holiday in any destination in the world.
  Twitter   ·         No activity
  LinkedIn   ·         No activity
  Youtube ·         No activity
Week 4 Facebook     ·         Advert of special holiday offer for travellers launched
  Twitter   ·         Photo of Richard Bransontravelling on the new Boeing 747 trending on Twitter
  LinkedIn   ·         No activity
  Youtube ·         Video of Fleet wide wifi trending on Youtube
Week 5 Facebook     ·         Photos of different aircrafts posted
  Twitter   ·         No activity
  LinkedIn   ·         No activity
  Youtube ·         No activity
Week 6 Facebook     ·         Photos of different aircrafts  posted
Twitter   ·         No activity
LinkedIn   ·         No activity
Youtube ·         No activity