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    Hong Kong Airlines Case Study

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    Hong Kong Airlines detected a crisis emerging through social listening - many were discussing mispriced flight tickets. They monitored the situation and competitor responses. Unlike others, they honored the price, actively engaging positively on social media. This shaped discussion of the brand positively, increasing mentions 268.1% in the US with no negative sentiment. Through social listening and response, they turned a potential crisis into a PR win with increased reach and positive sentiment.

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    Hong Kong Airlines Case Study

    Uploaded by

    Free Fire
    753 views7 pages
    Hong Kong Airlines detected a crisis emerging through social listening - many were discussing mispriced flight tickets. They monitored the situation and competitor responses. Unlike others, they honored the price, actively engaging positively on social media. This shaped discussion of the brand positively, increasing mentions 268.1% in the US with no negative sentiment. Through social listening and response, they turned a potential crisis into a PR win with increased reach and positive sentiment.

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    When good decision solve PR crisis

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    Hong Kong Airlines detected a crisis emerging through social listening - many were discussing mispriced flight tickets. They monitored the situation and competitor responses. Unlike others, they honored the price, actively engaging positively on social media. This shaped discussion of the brand positively, increasing mentions 268.1% in the US with no negative sentiment. Through social listening and response, they turned a potential crisis into a PR win with increased reach and positive sentiment.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    753 views7 pages

    Hong Kong Airlines Case Study

    Uploaded by

    Free Fire
    Hong Kong Airlines detected a crisis emerging through social listening - many were discussing mispriced flight tickets. They monitored the situation and competitor responses. Unlike others, they honored the price, actively engaging positively on social media. This shaped discussion of the brand positively, increasing mentions 268.1% in the US with no negative sentiment. Through social listening and response, they turned a potential crisis into a PR win with increased reach and positive sentiment.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 7

    Hong Kong Airlines

    How to turn a crisis


    into a soaring success
    Hong Kong Airlines: How to turn a crisis into a soaring success
    Talkwalker & Hootsuite helped Hong Kong Airlines detect an emerging crisis, and through
    active social listening and a strategic response, turned it into a PR win.

    Hong Kong Airlines is a full-service airline firmly rooted in Hong Kong, committed to
    delivering an exceptional customer experience with the unique flair of its home base. It
    boasts an ever-expanding international network covering nearly 40 destinations across
    Asia Pacific and North America

    “When we see what is happening in “real time” on social media we are better
    prepared to make timely and informed decisions, and communicate those
    decisions well. Social listening and analytics tools are critical to success. In this
    case, we managed to turn what could have been a damaging issue, into a fantastic
    PR opportunity. With 4,900% more engagements created in a one week period.”
    Dennis Owen, General Manager of Branding and Social Media, Hong Kong Airlines

    CASE STUDY HONG KONG AIRLINES


    How they did it

    Established alerts to detect issues before they become crises


    Hong Kong Airlines have established a Hootsuite & Talkwalker dashboard that allows them to
    monitor their social media conversations. Alongside this, they have set alerts, to inform them if
    any issue was generating more conversation than usual.

    These alerts activate if -


    • A person with 5,000 or more followers commented with a mention of the brand
    OR
    • There was a sudden increase in posts on a topic.

    On August 16, 2018, the first alert was raised, as conversations were peaking. A flight from Los
    Angeles to Shanghai had been mispriced at just $561, and the buzz was getting louder. In 24
    hours, it had gathered over 229 mentions, up 104.5% from the previous day.

    The buzz from the mispriced tickets caused a huge increase in mentions,
    engagement and reach.

    CASE STUDY HONG KONG AIRLINES


    Created a strategy based on knowledge gained from competitor analysis
    By monitoring the situation as it happened, the Hong Kong Airlines team had all the information
    to hand when it came to strategizing how to react.
    They were also able to compare how other companies had handled similar issues, and what
    impact that had had on their brand. When British Airways faced the same issue in June 2018,
    they decided not to honor the incorrect price. This created 2.2k mentions in 24 hours (up 73.9%),
    with a peak negative sentiment of 91.4%.
    With that in mind, Hong Kong Airlines made the decision to honor the price, within 24 hours of
    the issue being raised.

    On June 20, British Airways had a similar issue. But they didn’t honor the incorrect
    price. This caused mentions to soar, and sentiment to sink.

    CASE STUDY HONG KONG AIRLINES


    Actively engaged in the conversation to shape the story
    Using a combination of Hootsuite and Talkwalker, Hong Kong Airlines kept track of all the
    conversation about the pricing issue. By constantly engaging with the audience, they could
    shape the conversation to fit the business needs.
    The Hootsuite integration tracked the conversations that mattered most, and ensured that
    anyone discussing the issue was positively engaged. This helped to keep the conversation
    positive and far-reaching, driving additional PR stories.

    Monitor the conversations to measure the impact


    To see how successful the strategy was, Hong Kong Airlines was able to monitor the campaign
    conversations to assess the full impact.

    CASE STUDY HONG KONG AIRLINES


    Results

    • They saw a growth in mentions of Business Class, which helped boost their positioning in
    this market place. With 35.1% of brand conversations mentioning the term.

    • Mentions of Hong Kong Airlines increased 268.1% in the US. With 105.5% global increase
    in potential reach.
    • The brand sentiment continued to be positive for the following months, as consumers
    traveled with the brand.
    • At no point did the brand have a negative sentiment spike.

    The net sentiment of the brand was consistently positive following the issue.

    CASE STUDY HONG KONG AIRLINES


    Impact starts here.
    Talkwalker Europe Talkwalker US Talkwalker APAC
    +352 20 33 35 3 43 +1 646 712 9441 +65 3165 0692

    [email protected] @talkwalker talkwalker.com

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