{"id":35037,"date":"2018-09-13T10:01:34","date_gmt":"2018-09-13T08:01:34","guid":{"rendered":"https:\/\/www.sotrender.com\/blog\/?p=35037\/"},"modified":"2018-09-13T11:35:25","modified_gmt":"2018-09-13T09:35:25","slug":"success-arabian-airlines-social-media-emirates-case","status":"publish","type":"post","link":"https:\/\/www.sotrender.com\/blog\/2018\/09\/success-arabian-airlines-social-media-emirates-case\/","title":{"rendered":"Success of Arabian airlines in social media &#8211; the Emirates case"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Arabian airlines, especially Emirates, are a benchmark for many companies. It\u2019s not surprising; they\u2019re one of the leading brands across the globe.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There are a few reasons Arabian airlines have achieved so much success. And we\u2019re not only talking about Emirates Airline or Qatar Airways, there are many more than those, e.g. Etihad Airways, Saudia, AirAsia or Flynas.<\/span><\/p>\n<p><!--more--><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Globally, 5 out of the 10 biggest airline Facebook Pages are from Arab countries &#8211; Qatar, Saudi Arabia and the United Arab Emirates. <\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">One of the latest studies showed that Emirates ranked number 5 in visibility on social media(after McDonald&#8217;s, Nike, Adidas and Coca-Cola). They\u2019re big, and they\u2019re influential. <\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">This is a case worth analyzing. Let\u2019s see how they all achieved their success on social media, using Emirates airlines as a benchmark.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\"><strong>General overview<\/strong> <\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Most airlines aim for global reach. It\u2019s the reason they focus on digital marketing, including social media. It\u2019s a way to reach tons of people simultaneously, especially in the era of everyone wanting to travel and explore the world. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">But to have global reach, brands have to invest a lot of resources (both human and financial). And to be fully effective they have to be competitive with what other airlines have to offer. Which also means they need to have a good strategy and implement it properly. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Let\u2019s take a step back and see how airlines engage their users compared to other industries. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">We\u2019ve created few groups for a quick and informative comparison.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Based on our <a href=\"https:\/\/www.sotrender.com\/blog\/2017\/01\/social-media-engagement\/\">Interactivity Index metric<\/a>, this is what we discovered*:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Automotive (e.g. brands like MINI): average InI = approx. 20k<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Global clothing brands (e.g. Reebok or Nike): average InI = approx. 45k<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Arabian Airlines: average InI = approx. 603k <\/span><\/li>\n<\/ul>\n<p><i><span style=\"font-weight: 400;\">*Period of analysis: July-August 2018, Sotrender<br \/>\n<\/span><\/i><i><span style=\"font-weight: 400;\">You can check all of it yourself and create your own groups in <a href=\"http:\/\/www.sotrender.com\">Sotrender<\/a>.<br \/>\n<\/span><\/i><i>Interactivity Index (InI) is a metric that helps identify the most engaging content while considering the importance of individual activities.\u00a0<\/i><\/p>\n<p style=\"text-align: center;\"><!--HubSpot Call-to-Action Code --><span id=\"hs-cta-wrapper-c4243256-775c-4f09-9dae-182c6d1fa4e1\" class=\"hs-cta-wrapper\"><span id=\"hs-cta-c4243256-775c-4f09-9dae-182c6d1fa4e1\" class=\"hs-cta-node hs-cta-c4243256-775c-4f09-9dae-182c6d1fa4e1\"><!-- [if lte IE 8]><\/p>\n\n\n\n\n\n<div id=\"hs-cta-ie-element\"><\/div>\n\n\n<!--HubSpot Call-to-Action Code --><span id=\"hs-cta-wrapper-2d3fed96-64cc-4629-afbe-1141517fa323\" class=\"hs-cta-wrapper\"><span id=\"hs-cta-2d3fed96-64cc-4629-afbe-1141517fa323\" class=\"hs-cta-node hs-cta-2d3fed96-64cc-4629-afbe-1141517fa323\"><!-- [if lte IE 8]>\n\n\n<div id=\"hs-cta-ie-element\"><\/div>\n\n\n<![endif]--><a href=\"https:\/\/cta-redirect.hubspot.com\/cta\/redirect\/3842881\/2d3fed96-64cc-4629-afbe-1141517fa323\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" id=\"hs-cta-img-2d3fed96-64cc-4629-afbe-1141517fa323\" class=\"hs-cta-img\" style=\"border-width: 0px;\" src=\"https:\/\/no-cache.hubspot.com\/cta\/default\/3842881\/2d3fed96-64cc-4629-afbe-1141517fa323.png\" alt=\"Analyze your social media efforts with our 14-day free trial!\" \/><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(3842881, '2d3fed96-64cc-4629-afbe-1141517fa323', {}); <\/script><\/span><!-- end HubSpot Call-to-Action Code --><\/span><\/span><\/p>\n<h2><strong>Care about your customers first<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Social care needs to be a crucial element for any luxury brand. Customers have to feel important and taken care of. This won\u2019t come as a shock: Emirates knows this well. <\/span><\/p>\n<p><b>High-quality customer service means being responsive, advisory, respectful and helpful in the best possible way. <\/b><\/p>\n<p><span style=\"font-weight: 400;\">Emirates airlines are quite responsive on Facebook. In July and August, they responded to 726 posts (which is more than 60% of all received). On average, it took them close to 8 hours to respond, a pretty good result!<\/span><\/p>\n<div id=\"attachment_35041\" style=\"width: 1686px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-35041\" class=\"size-full wp-image-35041\" src=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2018\/09\/response-rate-emirates-fb.png\" alt=\"Emirates official Facebook Page | Response Rate\" width=\"1676\" height=\"676\" srcset=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2018\/09\/response-rate-emirates-fb.png 1676w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2018\/09\/response-rate-emirates-fb-475x192.png 475w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2018\/09\/response-rate-emirates-fb-768x310.png 768w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2018\/09\/response-rate-emirates-fb-950x383.png 950w\" sizes=\"(max-width: 1676px) 100vw, 1676px\" \/><p id=\"caption-attachment-35041\" class=\"wp-caption-text\"><em>Emirates official Facebook Page | Response rate<\/em><\/p><\/div>\n<p><span style=\"font-weight: 400;\">You might be thinking, why only 60%? Not all the comments and posts are objective and worth responding to. Each brand has to find its own balance with what to respond to and to what extent. Always consider whether it even makes sense to reply, like with inappropriate comments. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Even if Emirates isn\u2019t fully responsive (honestly, who is?), they give users the impression that they really care. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">As a comparison, let\u2019s take Flynas &#8211; Middle East\u2019s Leading Low-Cost Airline in 2018 (as they call themselves). <\/span><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s hard to even compare the two! During the same period of time, Flynas answered only 18 posts (30% of all received) within 2 hours, 33 minutes (on average).<\/span><\/p>\n<div id=\"attachment_35043\" style=\"width: 1706px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-35043\" class=\"size-full wp-image-35043\" src=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2018\/09\/flynas-response-rate.png\" alt=\"Flynas Facebook Page | Response Rate \" width=\"1696\" height=\"724\" srcset=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2018\/09\/flynas-response-rate.png 1696w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2018\/09\/flynas-response-rate-475x203.png 475w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2018\/09\/flynas-response-rate-768x328.png 768w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2018\/09\/flynas-response-rate-950x406.png 950w\" sizes=\"(max-width: 1696px) 100vw, 1696px\" \/><p id=\"caption-attachment-35043\" class=\"wp-caption-text\"><em>Flynas Facebook Page | Response rate<\/em><\/p><\/div>\n<p><span style=\"font-weight: 400;\">Now let\u2019s analyse the quality of Emirates\u2019 responses. Their replies appear to be natural and genuine. They don\u2019t copy-paste answers to every question or complaint, instead offering balanced replies. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Take a look:<\/span><\/p>\n<div id=\"attachment_35045\" style=\"width: 548px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-35045\" class=\" wp-image-35045\" src=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2018\/09\/emirates-replies.png\" alt=\"How Emirates airlines responde to users' comments on Facebook\" width=\"538\" height=\"604\" srcset=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2018\/09\/emirates-replies.png 615w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2018\/09\/emirates-replies-475x533.png 475w\" sizes=\"(max-width: 538px) 100vw, 538px\" \/><p id=\"caption-attachment-35045\" class=\"wp-caption-text\"><em>How Emirates airlines respond to users&#8217; comments on Facebook<\/em><\/p><\/div>\n<p><b>And here\u2019s more evidence that luxury airlines take social care seriously. They have special profiles dedicated solely to it. <\/b><span style=\"font-weight: 400;\">For example, Emirates airlines created a separate Twitter account on Twitter &#8211; Emirates Support (<\/span><a href=\"https:\/\/twitter.com\/EmiratesSupport\"><span style=\"font-weight: 400;\">@EmiratesSupport<\/span><\/a><span style=\"font-weight: 400;\">). <\/span><\/p>\n<p><span style=\"font-weight: 400;\">And they\u2019re not the only one &#8211; e.g. Etihad has Etihad Help profile on Twitter as well (<\/span><a href=\"https:\/\/twitter.com\/etihadhelp\"><span style=\"font-weight: 400;\">@EtihadHelp<\/span><\/a><span style=\"font-weight: 400;\">). <\/span><\/p>\n<p><span style=\"font-weight: 400;\">On these separate profiles, the airlines focus on crisis management and giving up-to-date and accurate information on any issue important to its customers.<\/span><\/p>\n<div id=\"attachment_35047\" style=\"width: 563px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-35047\" class=\" wp-image-35047\" src=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2018\/09\/emirates-support.png\" alt=\"Emirates Support profile on Twitter\" width=\"553\" height=\"506\" srcset=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2018\/09\/emirates-support.png 582w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2018\/09\/emirates-support-475x435.png 475w\" sizes=\"(max-width: 553px) 100vw, 553px\" \/><p id=\"caption-attachment-35047\" class=\"wp-caption-text\"><em>Emirates Support profile on Twitter<\/em><\/p><\/div>\n<h2><span style=\"font-weight: 400;\"><strong>Communication scheme<\/strong> <\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Asian and Arabian airlines are generally very active on social media, and Emirates are no exception. But of all the airlines we compared, Emirates have the highest engagement rate on Twitter (Activity Index).<\/span><\/p>\n<div id=\"attachment_35049\" style=\"width: 1653px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-35049\" class=\"size-full wp-image-35049\" src=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2018\/09\/AI-TWITTER-EMIRATES.png\" alt=\"Activity Index, July 1st, 2018 - August 31st, 2018\" width=\"1643\" height=\"372\" srcset=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2018\/09\/AI-TWITTER-EMIRATES.png 1643w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2018\/09\/AI-TWITTER-EMIRATES-475x108.png 475w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2018\/09\/AI-TWITTER-EMIRATES-768x174.png 768w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2018\/09\/AI-TWITTER-EMIRATES-950x215.png 950w\" sizes=\"(max-width: 1643px) 100vw, 1643px\" \/><p id=\"caption-attachment-35049\" class=\"wp-caption-text\"><em>Activity Index, July 1st, 2018 &#8211; August 31st, 2018<\/em><\/p><\/div>\n<p><span style=\"font-weight: 400;\"><strong>How do they communicate with their target audience? What do they post and communicate?<\/strong> <\/span><\/p>\n<p><span style=\"font-weight: 400;\">We\u2019ve looked through Emirates airlines Twitter profile and Facebook Page. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here\u2019s what we found:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Emirates focus on direct, short and catchy tweets and posts with relevant and visually attractive videos or photos. <\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">They know their target audience. They know it\u2019s a huge and diversified group and they need to communicate various messages and advantages to them. <\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">They share neat backstage situations. Just take a look at this video of a cabin crew celebrating a client\u2019s birthday on board:<\/span><\/li>\n<\/ul>\n<blockquote class=\"twitter-tweet\" data-lang=\"en-gb\">\n<p dir=\"ltr\" lang=\"en\">Our cabin crew make moments to remember on our flights. Watch customers on one of our flights create a moment for us to remember by surprising a cabin crew member with a memorable birthday celebration. <a href=\"https:\/\/t.co\/ZJoKE49Gkd\">pic.twitter.com\/ZJoKE49Gkd<\/a><\/p>\n<p>\u2014 Emirates Airline (@emirates) <a href=\"https:\/\/twitter.com\/emirates\/status\/1020322577154179072?ref_src=twsrc%5Etfw\">20 July 2018<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">They take real-time marketing seriously and use it often in their communication. We\u2019re not just talking about sports events, but smaller occasions too, like e.g. <\/span><a href=\"https:\/\/twitter.com\/emirates\/status\/1019190080865558529\"><span style=\"font-weight: 400;\">emoji day<\/span><\/a><span style=\"font-weight: 400;\">. <\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">They\u2019re focusing on showing relevant advantages to each buyer persona &#8211; check out how they communicate these advantages e.g. to <a href=\"https:\/\/www.facebook.com\/Emirates\/videos\/2080465898934672\/\">businessman<\/a>\u00a0<\/span>and to <a href=\"https:\/\/www.facebook.com\/Emirates\/videos\/522436698189022\/\">families with kids<\/a><span style=\"font-weight: 400;\">. Even if they\u2019re relating to one buyer persona, there are various messages being sent.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">They emphasize, directly and respectfully, their superiority over other airlines:\u00a0<\/span><\/li>\n<\/ul>\n<p style=\"text-align: center;\"><iframe loading=\"lazy\" style=\"border: none; overflow: hidden;\" src=\"https:\/\/www.facebook.com\/plugins\/video.php?href=https%3A%2F%2Fwww.facebook.com%2FEmirates%2Fvideos%2F1432050706904674%2F&amp;show_text=1&amp;width=560\" width=\"560\" height=\"426\" frameborder=\"0\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">They do not underestimate \u201cthe human touch\u201d &#8211; they present real-life situations, the human faces standing behind the brand, and heartwarming moments &#8211; like this video of a proposal on board an Emirates aircraft on Valentine\u2019s Day. Even if you don\u2019t like Valentine\u2019s Day, it\u2019s a lovely sight.\u00a0\u00a0<\/span><\/li>\n<\/ul>\n<p style=\"text-align: center;\"><iframe loading=\"lazy\" style=\"border: none; overflow: hidden;\" src=\"https:\/\/www.facebook.com\/plugins\/video.php?href=https%3A%2F%2Fwww.facebook.com%2FEmirates%2Fvideos%2F624663831263328%2F&amp;show_text=0&amp;width=476\" width=\"476\" height=\"476\" frameborder=\"0\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<h2><strong>Keep on posting videos<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">2017 is going to be the year of video! 2018 is going to be a year of video! We\u2019ve all heard it dozens of times before. But here\u2019s the truth: most companies still don\u2019t post enough video content. It takes times, it takes effort, and it takes money. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">But guess what? Almost half of the content posted by Emirates contains a video. And July and August are perfect examples of it.<\/span><\/p>\n<div id=\"attachment_35051\" style=\"width: 818px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-35051\" class=\"size-full wp-image-35051\" src=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2018\/09\/post-types-airlines.png\" alt=\"Most popular post types on Facebook Pages of Arabian airlines\" width=\"808\" height=\"378\" srcset=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2018\/09\/post-types-airlines.png 808w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2018\/09\/post-types-airlines-475x222.png 475w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2018\/09\/post-types-airlines-768x359.png 768w\" sizes=\"(max-width: 808px) 100vw, 808px\" \/><p id=\"caption-attachment-35051\" class=\"wp-caption-text\"><em>Most popular post types on Facebook Pages of Arabian airlines<\/em><\/p><\/div>\n<p><span style=\"font-weight: 400;\">Other Arabian airlines aren\u2019t too far behind, as all of them post a lot of videos. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Why videos? They\u2019re a more insightful method of communication, speak clearer than a graphic or photo and are more engaging than other types of content. <\/span><\/p>\n<p><a href=\"https:\/\/www.youtube.com\/user\/EMIRATES\/featured\"><span style=\"font-weight: 400;\">The Emirates airlines YouTube channel<\/span><\/a><span style=\"font-weight: 400;\"> is also well developed and regularly updated (at least few times a week). To ensure transparency, it\u2019s divided into various <\/span><a href=\"https:\/\/www.youtube.com\/user\/EMIRATES\/playlists\"><span style=\"font-weight: 400;\">playlists<\/span><\/a><span style=\"font-weight: 400;\"> from very technical videos to direct advertisements. <\/span><\/p>\n<h2><span style=\"font-weight: 400;\"><strong>Joining forces<\/strong> <\/span><\/h2>\n<p><span style=\"font-weight: 400;\">It\u2019s hard to be successful when you\u2019re alone, no matter how influential your brand is. Group efforts almost always pay off, something Arabian airlines know very well. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here are a few examples of them cooperating to prove it.<\/span><\/p>\n<p><span style=\"font-weight: 400;\"> in November 2017, Emirates Airlines began <\/span><a href=\"https:\/\/media.daimler.com\/marsMediaSite\/en\/instance\/ko\/International-brand-cooperation-between-Mercedes-Benz-and-Emirates-Airline-Fly-Emirates-First-Class--inspired-by-Mercedes-Benz.xhtml?oid=30255015\"><span style=\"font-weight: 400;\">cooperating with Mercedes-Benz<\/span><\/a><span style=\"font-weight: 400;\">. Two pioneers of luxury, aimed at providing even more comfort and uniqueness to their customers than ever before. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Air Asia, on the other hand, <\/span><a href=\"https:\/\/www.marketing-interactive.com\/airasia-and-tinder-match-to-hook-fans-up-with-kpop-concert\/\"><span style=\"font-weight: 400;\">partnered with Tinder<\/span><\/a><span style=\"font-weight: 400;\"> to promote the concert of a South Korean singer. It was their second cooperation this year &#8211; in April, Air Asia teamed up with with the dating app in the \u201cMeet Malaysia\u201d campaign encouraging New Zealand inhabitants to visit the country. <\/span><\/p>\n<p><b>It\u2019s clear that Emirates and Air Asia have different target audiences but half the success is finding the right partner. They\u2019ll help you reach a shared goal and deliver superior promotional activities. <\/b><\/p>\n<h2><strong>Sport &#8211; healthy &amp; wealthy \u00a0<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Global brands love partnering with any kind of sport events, whether it\u2019s the Olympic Games, World Cup, Formula 1, or any other. We\u2019ve all seen the Coca Cola or McDonald\u2019s logo during the best play of our favourite football team. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Airlines are no exception. Their collaborations have been a huge social media success recently. <\/span><\/p>\n<blockquote class=\"twitter-tweet\" data-lang=\"en-gb\">\n<p dir=\"ltr\" lang=\"en\">We\u2019re excited to announce the official signing and partnership with <a href=\"https:\/\/twitter.com\/AlNassrFC?ref_src=twsrc%5Etfw\">@AlNassrFC<\/a>. Let the games begin! <a href=\"https:\/\/twitter.com\/hashtag\/EtihadxAlNassr?src=hash&amp;ref_src=twsrc%5Etfw\">#EtihadxAlNassr<\/a> <a href=\"https:\/\/twitter.com\/hashtag\/AlNassr?src=hash&amp;ref_src=twsrc%5Etfw\">#AlNassr<\/a> <a href=\"https:\/\/t.co\/dyMcXg2ui0\">pic.twitter.com\/dyMcXg2ui0<\/a><\/p>\n<p>\u2014 Etihad Airways (@EtihadAirways) <a href=\"https:\/\/twitter.com\/EtihadAirways\/status\/1029699448383959040?ref_src=twsrc%5Etfw\">15 August 2018<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<p>This tweet announcing the partnership with a football club &#8211; AlNassr Saudi Club &#8211; brought Etihad Airways more than 12k new followers in a single day!<\/p>\n<div id=\"attachment_35053\" style=\"width: 1698px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-35053\" class=\"size-full wp-image-35053\" src=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2018\/09\/etihad-twitter-followers.png\" alt=\"Number of followers on Etihad profile on Twitter \" width=\"1688\" height=\"719\" srcset=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2018\/09\/etihad-twitter-followers.png 1688w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2018\/09\/etihad-twitter-followers-475x202.png 475w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2018\/09\/etihad-twitter-followers-768x327.png 768w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2018\/09\/etihad-twitter-followers-950x405.png 950w\" sizes=\"(max-width: 1688px) 100vw, 1688px\" \/><p id=\"caption-attachment-35053\" class=\"wp-caption-text\"><em>Number of followers on Etihad profile on Twitter in August<\/em><\/p><\/div>\n<p><span style=\"font-weight: 400;\">In August, Qatar Airways\u2019 best performing post involved the Opening Ceremony of the Asian Games 2018.<\/span><\/p>\n<blockquote class=\"twitter-tweet\" data-lang=\"en-gb\">\n<p dir=\"ltr\" lang=\"en\">A magnificent display that showcases the <a href=\"https:\/\/twitter.com\/hashtag\/EnergyOfAsia?src=hash&amp;ref_src=twsrc%5Etfw\">#EnergyOfAsia<\/a> at the <a href=\"https:\/\/twitter.com\/hashtag\/AsianGames2018?src=hash&amp;ref_src=twsrc%5Etfw\">#AsianGames2018<\/a> opening ceremony in Jakarta. <a href=\"https:\/\/twitter.com\/hashtag\/AsiaTogether?src=hash&amp;ref_src=twsrc%5Etfw\">#AsiaTogether<\/a> <a href=\"https:\/\/twitter.com\/hashtag\/OpeningCeremonyAsianGames2018?src=hash&amp;ref_src=twsrc%5Etfw\">#OpeningCeremonyAsianGames2018<\/a> <a href=\"https:\/\/t.co\/GP1z5Tm2wU\">pic.twitter.com\/GP1z5Tm2wU<\/a><\/p>\n<p>\u2014 Qatar Airways (@qatarairways) <a href=\"https:\/\/twitter.com\/qatarairways\/status\/1030881096832090112?ref_src=twsrc%5Etfw\">18 August 2018<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<p><span style=\"font-weight: 400;\">While Qatar Airways doesn\u2019t usually get more than a few hundred likes under each tweet, the ones about #AsianGames2018 (as you can see above) had more than 2k likes.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And every social media manager would love to have more peaks like that!<\/span><\/p>\n<div id=\"attachment_35057\" style=\"width: 1672px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-35057\" class=\"size-full wp-image-35057\" src=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2018\/09\/engaged-users-qatar-twitter.png\" alt=\"Number of engaged users on Qatar airways profile on Twitter in August\" width=\"1662\" height=\"659\" srcset=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2018\/09\/engaged-users-qatar-twitter.png 1662w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2018\/09\/engaged-users-qatar-twitter-475x188.png 475w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2018\/09\/engaged-users-qatar-twitter-768x305.png 768w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2018\/09\/engaged-users-qatar-twitter-950x377.png 950w\" sizes=\"(max-width: 1662px) 100vw, 1662px\" \/><p id=\"caption-attachment-35057\" class=\"wp-caption-text\"><em>Number of engaged users on Qatar airways profile on Twitter in August<\/em><\/p><\/div>\n<p><span style=\"font-weight: 400;\">How do these 2 events look compared to the entire monthly performance of each profile in August? Well, the results are quite impressive. <\/span><\/p>\n<div id=\"attachment_35059\" style=\"width: 1655px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-35059\" class=\"size-full wp-image-35059\" src=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2018\/09\/activity-index-airlines-twitter.png\" alt=\"Activity Index on selected profiles on Twitter \" width=\"1645\" height=\"598\" srcset=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2018\/09\/activity-index-airlines-twitter.png 1645w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2018\/09\/activity-index-airlines-twitter-475x173.png 475w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2018\/09\/activity-index-airlines-twitter-768x279.png 768w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2018\/09\/activity-index-airlines-twitter-950x345.png 950w\" sizes=\"(max-width: 1645px) 100vw, 1645px\" \/><p id=\"caption-attachment-35059\" class=\"wp-caption-text\"><em>Activity Index on selected profiles on Twitter<\/em><\/p><\/div>\n<p><span style=\"font-weight: 400;\">The conclusion is clear: <\/span><b>Engaging with sport events is a win-win.<\/b><\/p>\n<p><span style=\"font-weight: 400;\"><strong>Pro tip:<\/strong> <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Can any brand take advantage of sports events?\u00a0<\/span><span style=\"font-weight: 400;\">The answer is a resounding yes! <\/span><\/p>\n<p><span style=\"font-weight: 400;\">We\u2019re aware that partnerships with such events are undoubtedly costly. So start by checking out your local events. Football is usually a hot topic even in small communities, so it\u2019s a good place to start.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It doesn\u2019t have to be a direct cooperation, however. Consider including real-time marketing in your overall strategy and use world-renowned events like the Olympic Games or World Cup. <\/span><b>Be creative to stand out among your competitors. Say something smart and make it relevant to what your product has to offer. It can\u2019t go wrong.<\/b><\/p>\n<h2><strong>Choose your influencers wisely<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Since almost everyone has already heard of Emirates, why should they even consider investing in influencer marketing? Simple. People have a more positive attitude towards a product\/service when someone relevant praises it.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So cooperating with other brands is one thing, but influencers are a whole other level.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here are 2 examples of entirely different collaborations between Emirates airlines and influencers. <\/span><\/p>\n<p><b>Go Global<\/b><\/p>\n<p><span style=\"font-weight: 400;\">In 2016, Casey Neistat, one of the internet\u2019s most influential vloggers, was upgraded from business class to first class by Emirates airlines. And he shared his experience in a 9-minute video showing all the facilities available during the flight. And guess what? It went viral. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you haven\u2019t seen it already, <\/span><a href=\"https:\/\/www.youtube.com\/watch?v=84WIaK3bl_s\"><span style=\"font-weight: 400;\">watch it<\/span><\/a><span style=\"font-weight: 400;\">. It\u2019s funny, it\u2019s nice, and it\u2019s positive. After seeing that, who wouldn\u2019t want to fly with Emirates? <\/span><\/p>\n<p style=\"text-align: center;\"><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/84WIaK3bl_s?rel=0\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p><span style=\"font-weight: 400;\">Casey has an audience of over 10 million subscribers on YouTube (over 8 million at the time of the filming the video), which means she has massive reach. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">In this case, it was quantity (number of views and people reached) that brought it to first place.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And no matter if he was paid or not (he claimed he wasn\u2019t), having more than 57 million views would definitely be worth it.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The video was shared not only on YouTube but on many other portals and magazines as well (Adweek, Mashable and Huffington Post), further expanding its reach. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Congrats Emirates. <\/span><\/p>\n<p><b>Go Local<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Emirates also cooperates with local influencers, like fashion and travel bloggers. Why? <\/span><a href=\"https:\/\/beauty-fashion-shopping.pl\/2016\/02\/14\/bfsxemirates-relacja-z-lotu\/\"><span style=\"font-weight: 400;\">Such collaborations<\/span><\/a><span style=\"font-weight: 400;\"> bring them closer to a different goal. This makes it easier to reach the average citizen rather than wealthy businessmen and billionaires in western countries. It\u2019s a way to present that Emirates, a luxury airline, as something available to anyone. And that even at a higher price it\u2019s worth picking them over low-cost airlines like Ryanair or Wizz Air. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Choosing local influencers with direct relations to their audience can help change the attitude of the average person. These are people who wouldn\u2019t even consider even choosing an airline like Emirates unless recommended by an influencer. These Micro-influencers offer tangible advantages and remove potential doubts. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">With such an insignificant cost for Emirates, it\u2019s always a good move to encourage people, no matter their wealth, to fly with Emirates.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\"><strong>Employees &#8211; an ingredient for success<\/strong> <\/span><\/h2>\n<p><a href=\"https:\/\/www.sotrender.com\/blog\/2017\/07\/brands-online-reputation-matters\/\"><span style=\"font-weight: 400;\">We\u2019ve said it once<\/span><\/a><span style=\"font-weight: 400;\"> and we\u2019ll say it again: your employees can be your best brand ambassadors.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For many flight attendants, it\u2019s a dream and honour to be a member of the Emirates staff. And many of them are more than willing to share their daily adventures. They know perfectly well that people are interested in what they have to share. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">And Instagram, among all social media platforms, is the perfect place to do so. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">These girls look like they have perfect lives &#8211; they look happy, friendly, satisfied and even passionate about their work (while many of us are not). <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Maria Saldatova (<\/span><a href=\"https:\/\/www.instagram.com\/skyflygirl\/\"><span style=\"font-weight: 400;\">@skyflygirl<\/span><\/a><span style=\"font-weight: 400;\">) is a perfect example but there are tons of others.<\/span><\/p>\n<blockquote class=\"instagram-media\" style=\"background: #FFF; border: 0; border-radius: 3px; box-shadow: 0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width: 540px; min-width: 326px; padding: 0; width: calc(100% - 2px);\" data-instgrm-captioned=\"\" data-instgrm-permalink=\"https:\/\/www.instagram.com\/p\/BjemchZHKJq\/?utm_source=ig_embed_loading\" data-instgrm-version=\"12\">\n<div style=\"padding: 16px;\">\n<p>&nbsp;<\/p>\n<div style=\"display: flex; flex-direction: row; align-items: center;\"><\/div>\n<div style=\"padding: 19% 0;\"><\/div>\n<div style=\"display: block; height: 50px; margin: 0 auto 12px; width: 50px;\"><\/div>\n<div style=\"padding-top: 8px;\">\n<div style=\"color: #3897f0; font-family: Arial,sans-serif; font-size: 14px; font-style: normal; font-weight: 550; line-height: 18px;\">Wy\u015bwietl ten post na Instagramie.<\/div>\n<\/div>\n<div style=\"padding: 12.5% 0;\"><\/div>\n<div style=\"display: flex; flex-direction: row; margin-bottom: 14px; align-items: center;\"><\/div>\n<p>&nbsp;<\/p>\n<p style=\"margin: 8px 0 0 0; padding: 0 4px;\"><a style=\"color: #000; font-family: Arial,sans-serif; font-size: 14px; font-style: normal; font-weight: normal; line-height: 17px; text-decoration: none; word-wrap: break-word;\" href=\"https:\/\/www.instagram.com\/p\/BjemchZHKJq\/?utm_source=ig_embed_loading\" target=\"_blank\" rel=\"noopener\">I know you always want photos in uniform ??? \u2022 \u042f \u0437\u043d\u0430\u044e, \u0432\u044b \u0432\u0441\u0435\u0433\u0434\u0430 \u0445\u043e\u0442\u0438\u0442\u0435 \u0444\u043e\u0442\u043e\u0447\u043a\u0438 \u0432 \u0444\u043e\u0440\u043c\u0435 \ud83d\ude42 ? #skyflygirl<\/a><\/p>\n<p style=\"color: #c9c8cd; font-family: Arial,sans-serif; font-size: 14px; line-height: 17px; margin-bottom: 0; margin-top: 8px; overflow: hidden; padding: 8px 0 7px; text-align: center; text-overflow: ellipsis; white-space: nowrap;\">Post udost\u0119pniony przez <a style=\"color: #c9c8cd; font-family: Arial,sans-serif; font-size: 14px; font-style: normal; font-weight: normal; line-height: 17px;\" href=\"https:\/\/www.instagram.com\/skyflygirl\/?utm_source=ig_embed_loading\" target=\"_blank\" rel=\"noopener\"> \uff2d\uff41\uff52\uff49\uff41 \uff33\uff4f\uff4c\uff44\uff41\uff54\uff4f\uff56\uff41?Sky &amp; Clouds<\/a> (@skyflygirl) <time style=\"font-family: Arial,sans-serif; font-size: 14px; line-height: 17px;\" datetime=\"2018-06-01T10:08:12+00:00\">Cze 1, 2018 o 3:08 PDT<\/time><\/p>\n<\/div>\n<\/blockquote>\n<p><script async defer src=\"\/\/www.instagram.com\/embed.js\"><\/script><\/p>\n<p><span style=\"font-weight: 400;\">The truth is they are doing it all for themselves, but the brand also benefits: trust, credibility, recognition. Where they work is often just the background to the stories they tell, but their followers always see them as members of the Emirates crew. <\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">If you need more examples (or need to start following these flight attendants), <\/span><a href=\"https:\/\/www.itpliveme.com\/content\/3289-10-emirates-cabin-crew-members-you-need-to-be-following-on-instagram\"><span style=\"font-weight: 400;\">here they are<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p style=\"text-align: center;\"><!--HubSpot Call-to-Action Code --><span id=\"hs-cta-wrapper-2d3fed96-64cc-4629-afbe-1141517fa323\" class=\"hs-cta-wrapper\"><span id=\"hs-cta-2d3fed96-64cc-4629-afbe-1141517fa323\" class=\"hs-cta-node hs-cta-2d3fed96-64cc-4629-afbe-1141517fa323\"><!-- [if lte IE 8]><\/p>\n\n\n\n\n\n<div id=\"hs-cta-ie-element\"><\/div>\n\n\n<![endif]--><a href=\"https:\/\/cta-redirect.hubspot.com\/cta\/redirect\/3842881\/2d3fed96-64cc-4629-afbe-1141517fa323\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" id=\"hs-cta-img-2d3fed96-64cc-4629-afbe-1141517fa323\" class=\"hs-cta-img aligncenter\" style=\"border-width: 0px;\" src=\"https:\/\/no-cache.hubspot.com\/cta\/default\/3842881\/2d3fed96-64cc-4629-afbe-1141517fa323.png\" alt=\"Analyze your social media efforts with our 14-day free trial!\" \/><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(3842881, '2d3fed96-64cc-4629-afbe-1141517fa323', {}); <\/script><\/span><!-- end HubSpot Call-to-Action Code --><\/p>\n<h2><strong>5 ready takeaways for each and every brand<\/strong><\/h2>\n<ol>\n<li style=\"font-weight: 400;\">Keep your target audience and current customers in mind &#8211; their needs, habits and preferences. Treat them properly and address their expectations &#8211; both in your communication strategy and while developing your service or product.<\/li>\n<li style=\"font-weight: 400;\">Take advantage of video content. Simple as that.<\/li>\n<li style=\"font-weight: 400;\">You can\u2019t go wrong with working with influencers, as long as you pick them wisely. They can offer a perfect connection between your brand and your current or potential customers.<\/li>\n<li style=\"font-weight: 400;\">Consider taking advantage of various collaborations and partnerships &#8211; with local brands or global ones, depending on your resources and capabilities.<\/li>\n<li style=\"font-weight: 400;\">Appreciate your employees and develop a workplace they\u2019re proud of. Make them proud enough that they\u2019ll willingly share their daily adventures.<\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">Feel free to get inspired by what they do and how they do it. Take advantage of our analysis and findings and achieve your own success. <\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Arabian airlines, especially Emirates, are a benchmark for many companies. It\u2019s not surprising; they\u2019re one of the leading brands across the globe. There are a few reasons Arabian airlines have achieved so much success. And we\u2019re not only talking about Emirates Airline or Qatar Airways, there are many more than those, e.g. Etihad Airways, Saudia, [&hellip;]<\/p>\n","protected":false},"author":89,"featured_media":35083,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[1783,2103,2273],"tags":[661,909,945,2849,2851],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Success of Arabian airlines in social media - the Emirates case<\/title>\n<meta name=\"description\" content=\"Arabian airlines, especially Emirates, are one of the leading brands across the globe. How did they achieve success on social media? 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