Despite all the things we learned – which by itself was a reason to do this – I belive we achived amazing results despite our relatively few resources and small investment in this project.

We polled the results and are pleasantly surpriced by the impact:
* 34% of Scandinavians have followed the story (it would take a media investment of 10 million kroner to achieve the same result!)
* Traditional and online media was the most important channels, but social media reached 4%, which is not bad considering our focus on ony two forums, Facebook ad Twitter.
* SAS' key messages gets high ratings (46% believes “Ryanair is not as cheap as they say”, 28% says Ryanairs addd taxes makes Ryanair at least as expensive as SAS” and 44% says “it takes a lot longer to fly with Ryanair”)

We DID listen and engange
We could have done a lot more, but carefully chose a limited outreach on social media focused on facebook and twitter on this first major test of how to use social media. You're right – and we learned – that we need to be present in a lot more foums. That said, we did have a good and usefull discssion with respondents on our fan page. By the way, I still receive emails and responses on my personal wall from customers and Eurobonus members that I find stimulating and useful on a daily basis.

Despite all the things we learned – which by itself was a reason to do this – I belive we achived amazing results despite our relatively few resources and small investment in this project.

We polled the results and are pleasantly surpriced by the impact:
* 34% of Scandinavians have followed the story (it would take a media investment of 10 million kroner to achieve the same result!)
* Traditional and online media was the most important channels, but social media reached 4%, which is not bad considering our focus on ony two forums, Facebook ad Twitter.
* SAS' key messages gets high ratings (46% believes “Ryanair is not as cheap as they say”, 28% says Ryanairs addd taxes makes Ryanair at least as expensive as SAS” and 44% says “it takes a lot longer to fly with Ryanair”)

We DID listen and engange
We could have done a lot more, but carefully chose a limited outreach on social media focused on facebook and twitter on this first major test of how to use social media. You're right – and we learned – that we need to be present in a lot more foums. That said, we did have a good and usefull discssion with respondents on our fan page. By the way, I still receive emails and responses on my personal wall from customers and Eurobonus members that I find stimulating and useful on a daily basis.