Welcome to Branding 2.0, Singapore Airlines. Now what? Twelve tips to do social media right

Welcome to Twitter, Singapore Airlines (SQ). And Facebook too! Welcome to the Branding 2.0, where a brand is not what you say it is, it’s what they say is.

For those who don’t know what I’m talking about, possibly the last major airline brand (see AdAge article) has just caught the wind about engaging customers through social media and began their new journey by first taking over a existing Facebook fanpage with over 100,000 fans, which was started by a real fan in 2006, and setting up a new Twitter account. All this happened on Sept 5, 2011 – over two years after we wrote here in May 2009, “why time is running out for the Singapore Airlines brand to get into Web 2.0”.

Better late than never. They have the advantage of learning from the mistakes of others, but at the same time need to match high expectations set by worthy competitors like AirAsia, Cathay Pacific and Qantas. So, now what?

Twelve things Singapore Airlines needs to do social media right

1. “Just because you built it doesn’t mean they will come”. You can build the best roller coaster in the world, but to have monks ride it (image above), there needs to be something in it for them. Similarly, SQ needs to offer something unique to their fans on social media – something they can’t get offline, and something every other airline on Facebook and Twitter is not offering.
2. SQ has an advantage of already having over 100,000 fans on their Facebook fan page, which has been run by a real fan till date. Now, they need to put significant resources to carry on the good job this one real fan was doing.  SQ needs to embrace their suggestions and lend a listening ear.  Fans on social media often act like women – they are not necessarily looking a solution, but for you to be a good listener.
3. They need to reply to the negative comments, and not just the positive ones. They are doing a decent job with this right now, and need to keep up the good work (see image below).
4. It will be a learning process for the airline, which has till date maintained tight control over their brand. They must now learn to co-create the brand with their fans. We have shared previously lots of case studies of how airlines crowd source.
5. It will be important for SQ to create a multi-account social media strategy – each targeted to a separate target audience. They should look to create @SIAMedia or @SQMedia to target press and journalists – especially to send out instant information in times of crises. Learn from American Airlines.
6. Frequent fliers are twice as likely to join an airline discussion on social media, than typical adults. SQ should look to start a Krisflyer Facebook page and  @Krisflyer on Twitter to cater to the needs of their frequent fliers.
7. Over 80% of tweets an airline receives are regarding customer service issues – from flight delay queries to lost baggage accounts. Providing excellent customer service will be the key to success for SQ’s social media presence. They should either look to create an integrated model team, like jetBlue, or look to outsource part of online servicing, like KLM.
8. Having grown up in Singapore, I know how organizations there love “SOPs” or “Standard Operating Procedures”. SOPs should be created for employees on how to behave on social media. A “Social media 101 chapter” can be introduced in induction training for new employees, or annual retreats to make this a regular feature.
9. SQ has a unique advantage that few other airlines have – there are more positive mentions than negative ones. They need to leverage on this fact to build brand ambassadors, and empower them to spread the message further and come to the airline’s rescue in times of crises.
10. Leverage the Singapore Girl icon on social media – She has been central to the Singapore Airline’s brand till date. And it will be crucial that the Singapore Girl comes to life on social media too. How? I’m sure we can have a day-long discussion on that 🙂
11. Singapore Airlines also needs to ensure that they do not become yet another airline on social media, but are engaging their fans in a unique manner and driving specific business goals like revenue and loyalty. For starters, use our Social Media Cheatsheet for Airline Marketers
12. Lastly, and most importantly – branding on social media is very different from building a great offline brand. You need to experiment. You need to iterate. You need to loosen up a little. Try five things. Three may work. One might work very well. Then keep repeating the process. It’s not about getting it absolutely right the first time.

As of last month, there were 191 airlines on Twitter. Of these, only 85 had actively been tweeting. And only 28 provided 80% of all tweets! Singapore Airlines has been a great offline brand. My hope is that this doesn’t become the case of too little, too late. Now, they need to make sure they don’t get lost in the crowd of 191 airlines on Twitter, and create a brand on social media that’s just as lovable.

All the best, Singapore Airlines – hope you remain a great way to fly, even on the Twitter bird 🙂