Some brands buy followers, others are able to attract them, naturally. The second usefulsocialmedia presentation this afternoon was delivered by Christian Kamhaug from Scandinavian airline SAS. And we learnt a lot from him.
SAS can’t buy followers but it knows how to attract customers
Scandinavians are known for flying a lot for business. And Scandinavians have 5 weeks holidays so they fly a lot for leisure too; also because Summers are wet and cold in Scandinavia and they want to fly where the sun is shining.
“Unlike Nissan we can’t buy any followers” Kamhaug said, so they decided to do something else instead, like using their own customers, a first-rate free resource SAS had… and that proved to be a very good idea!
Simple Facebook questions …
SAS asked its 100,000 Facebook fans “where do you want to fly this Summer?” and they asked them to suggest a destination. SAS received 800 suggestions in one week and more than 180 destinations were suggested. The top 10 destinations went for vote and Alanya (Turkey) was the winner. FLights started July 3, 2012 and will be operated twice a week year-round. SAS also used this vehicle in order to make it known that a new service is on offer: after a number of years, SAS decided to offer coffee on board after years of buy-on-board policies.
After these 2 small campaigns, SAS decided to take the initiative to the next level. Two weeks ago, SAS walked in the steps of Dell’s Ideastorm and launched mySASidea.flysas.net. What SAS has realised is that not only customers are adding their ideas, they are also commenting on other people’s ideas. “This is really what crowd-sourcing is about” Christian Kamhaug added.
In 6 days, SAS got 500+ new regostered members, 400+ ideas and 2000+ votes. “You can save millions in consultants’ fees” Kamhaug said, “all can be done online”.