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Social Media Report - North American Airlines January 1st - March 31st 2017
This document provides a social media report for North American Airlines from January 1st to March 31st, 2017. It analyzes the performance of 15 airlines on Facebook, Twitter, Instagram and LinkedIn. Key findings include that Frontier Airlines had the highest Facebook fan growth, WestJet replied fastest to tweets, Hawaiian Airlines posted most on Instagram, and Delta had the highest LinkedIn follower growth. The report also analyzes audience sizes, levels of engagement, most popular posts and campaigns, and customer service metrics for each network.
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Social Media Report - North American Airlines January 1st - March 31st 2017
- 1. North American Airlines SocialMedia Report January 1st – March 31st, 2017
- 2. Table of Contents •Industry Insights • Leaderboards • Share of Voice Snapshot • Audience Size • Facebook Posts vs. Engagement • Tweets vs. Engagement • Instagram Posts vs. Engagement • LinkedIn Posts vs. Engagement • Customer Service (Reply Time & Response Rate) • Timing Analysis • Most Engaging Content • Key Takeaways Airlines analyzed in this report include: Aero Mexico, Air Canada, Alaska Airlines, Allegiant, American Airlines, Delta Air Lines, Frontier Airlines, Hawaiian Airlines, JetBlue Airways, Southwest Airlines, United Airlines, Virgin America, Volaris, WestJet, Spirit Airlines.
- 3. Industry Insights • Witha growth rate of 12%, Frontier Airlines enjoyed the highest Fan Growth Rate among the brands analyzed on Facebook. • Taking just 14mins 54secs on average, @WestJet Replies fastest to Customers' Tweets. • Hawaiian Airlines published the highest number of Posts (172) on Instagram. • The average length of a YouTube video by an Aviation brand is 2mins 19secs. • With a growth rate of 7.7%, Delta Air Lines enjoyed the highest Follower Growth Rate on Pinterest among the brands analyzed. • United Airlines had the highest number of updates (45) on LinkedIn.
- 4. Performance Snapshot Network Highest Audience Size SouthwestAirlines (5,375,129) Southwest Airlines (2,085,253) American Airlines (558,523) American Airlines (264,157) Highest Growth Frontier Airlines (12.42%) Spirit Airlines (5.42%) Hawaiian Airlines (14.83%) Southwest Airlines (6.08%) Highest Engagement WestJet (913) Delta Air Lines (340) United Airlines (765) Alaska Airlines (551)
- 5. Share Of VoiceSnapshot Network Most Number of Posts Volaris (668) Volaris (668) Hawaiian Airlines (171) United Airlines (45) Most Number of Likes Volaris (582,979) Delta Air Lines (151,343) Hawaiian Airlines (548,410) United Airlines (17,871) Most Number of Comments Volaris (261,892) United Airlines (8,343) United Airlines (19,124) United Airlines (501)
- 6. 0.00M 1.00M 2.00M3.00M 4.00M 5.00M 6.00M Southwest Airlines Volaris American Airlines Delta Air Lines Aeromexico JetBlue Airways Air Canada United Airlines WestJet Alaska Airlines Linkedin Instagram Twitter Facebook Audience Size Southwest Airlines has the largest audience size on Facebook (5,375,129) and the most number of Followers on Twitter (2,085,253).
- 7. 0 200 400600 800 1,000 WestJet Alaska Airlines Delta Air Lines Hawaiian Airlines Air Canada United Air Lines JetBlue Airways American Airlines Southwest Airlines Volaris Number of Facebook Posts Engagement Facebook Posts vs. Engagement WestJet published 59 Posts and received the highest engagement (913). The most engaging Posts by the airline were around travel advisories and affordable flight fares.
- 8. 0 50 100150 200 250 300 350 400 450 500 Delta Air Lines United Airlines Alaska Airlines Air Canada WestJet Hawaiian Airlines American Airlines Spirit Airlines Frontier Airlines Allegiant Number of Tweets Engagement Tweets vs. Engagement Delta Air Lines saw great engagement (340) with Tweets that centered around flight deals and offers.
- 9. 0 100 200300 400 500 600 700 800 900 United Airlines Hawaiian Airlines Delta Air Lines American Airlines Air Canada Southwest Airlines Alaska Airlines WestJet Aeromexico Virgin America Number of Instagram Posts Engagement Instagram Posts vs. Engagement United received high levels of engagement (765) on posts that feature their airplanes on scenic backgrounds. Most of these were user-generated.
- 10. 0 100 200300 400 500 600 Alaska Airlines Hawaiian Airlines United Airlines Delta Air Lines Southwest Airlines American Airlines WestJet JetBlue Airways Aeromexico Frontier Airlines Number of LinkedIn Posts Engagement LinkedIn Posts vs. Engagement Alaska Airlines had 3 updates and received an engagement of 551 which is higher than the North American Aviation Industry’s engagement (185). The updates were around accomplishments, their collaboration with Virgin Airlines and careers.
- 11. 0 20,000,000 40,000,00060,000,000 80,000,000 100,000,000 Volaris Southwest Airlines Delta Air Lines Alaska Airlines Hawaiian Airlines Reach Impressions Facebook – Reach & Impressions Volaris had a double win with the widest Reach (51,915,164) and most Impressions (86,142,581). The video that got the highest Reach and Impressions was part of the #maythewholeworldfly (#QueTodoElMundoVuele) campaign that celebrated the spirit of travel. *Reach & Impressions data is estimated using algorithms and machine learning *
- 12. 0 100 200300 400 500 600 700 Alaska Airlines Delta Air Lines Volaris Hawaiian Airlines Southwest Airlines Organic Promoted Facebook – Organic & Promoted Volaris had the highest number of organic Posts (623) on Facebook. The Post offering special discounts as part of their anniversary got Volaris the most engagement without paid efforts. Alaska Airlines had the highest number of promoted Posts (34). Their most engaging Post was about a flight attendant who helped save the life of a young girl from human trafficking.
- 13. 0 200 400600 800 1,000 Women’s History Month (Delta) #JetBlueFlashFares (JetBlue) #MostWestCoast (Alaska Airlines) #WomensHistoryMonth (United) #AATeam 2017 (American Airlines) #InBrotherhood (Southwest Airlines) Number of Facebook Posts Engagement Top Campaigns on Facebook Delta’s campaign Women’s History Month received the highest engagement on Facebook (998). As part of this campaign, the brand posted content around their first all-black, all-women cockpit crew and honouring significant women like their first female pilot and flight attendants.
- 14. 0 50 100150 200 250 300 350 400 #GRAMMYs (@Delta) #WomensHistoryMonth (@united) #IFlyAlaska (@AlaskaAir) #AATeam 2017 (@AmericanAir) #MusicMonday (@SouthwestAir) #DestinationFriday (@JetBlue) Number of Tweets Engagement Top Campaigns on Twitter Delta’s campaign #GRAMMYs that supports rising artists at the Grammy Awards, received the highest engagement on Twitter (204).
- 15. Hashtags American Airlines’ #aateamwas the most used hashtag by the brand on Twitter (2,504). 0 500 1,000 1,500 2,000 2,500 3,000 #aateam (American Airlines) #flytheflag (AirCanada) #mostcanadian (WestJet) #Iflyalaska (Alaska Airlines) #vuelasporquevuelas (Volaris) Number of tweets
- 16. Customer Service –Reply Time (inminutes) WestJet had the fastest reply time (14 minutes 54 seconds) while Volaris took the longest to reply on Twitter. 0 20 40 60 80 100 120 WestJet Alaska Airlines Virgin America Southwest Airlines United Airlines Air Canada American Airlines Delta Air Lines JetBlue Airways Volaris Reply Time on Twitter
- 17. Customer Service –Response Rate Southwest Airlines had the best response rate of 49% while Virgin America was the least responsive (27%). 0% 10% 20% 30% 40% 50% 60% Southwest Airlines American Airlines Alaska Airlines Delta Air Lines Volaris WestJet Allegiant JetBlue Airways United Airlines Virgin America Response Rate on Twitter
- 18. Most Engaging Dayof the Week Snapshot Network Aeromexico Thursday Sunday Friday Wednesday Air Canada Thursday Friday Thursday Wednesday Alaska Airlines Wednesday Thursday Wednesday Wednesday Allegiant Monday Tuesday - - American Airlines Friday Friday Friday Friday Delta Air Lines Monday Monday Sunday Friday Frontier Airlines Tuesday Tuesday - Tuesday Hawaiian Airlines Saturday Saturday Saturday Wednesday *All timings are given in local times
- 19. Most Engaging Dayof the Week Snapshot Network JetBlue Airways Wednesday Saturday Saturday Thursday Southwest Airlines Tuesday Thursday, Friday Saturday Thursday United Airlines Tuesday Sunday Friday Tuesday Virgin America Wednesday Thursday Monday - Volaris Tuesday Sunday Friday - WestJet Saturday Wednesday Wednesday Wednesday Spirit Airlines - Sunday - - *All timings are given in local times
- 20. Most Engaging Timeof the Day Snapshot Network Aeromexico 6 AM-7 AM 12 AM-3 AM 2 PM-3 PM 12 AM-1 AM Air Canada 12 PM-1 PM 3 PM-6 PM 12 PM-1 PM 5 PM-6 PM Alaska Airlines 7 PM-8 PM 6 PM-9 PM 2 PM-3 PM 5 PM-6 PM Allegiant 9 AM-10 AM 6 AM-9 AM - - American Airlines 5 PM-6 PM 9 AM-12 PM 7 PM-8 PM 5 PM-6 PM Delta Air Lines 2 PM-3 PM 12 PM-3 PM 8 AM-9 AM 12 AM-1 AM Frontier Airlines 12 PM-1 PM 6 PM-9 PM - 12 AM-1 AM Hawaiian Airlines 4 PM-5 PM 9 AM-12 PM 11 PM-12 AM 12 AM-1 AM *All timings are given in local times
- 21. Most Engaging Timeof the Day Snapshot Network JetBlue Airways 10 AM-11 AM 9 PM-12 AM 6 PM-7 PM 12 AM-1 AM Southwest Airlines 9 AM-10 AM 6 PM-9 PM 8 PM-9 PM 12 AM-1 AM United Airlines 11 AM-12 PM 9 PM-12 AM 6 PM-7 PM 12 AM-1 AM Virgin America 7 PM-8 PM 3 AM-6 AM 11 AM-12 PM - Volaris 12 AM-1 AM 12 AM-3 AM 12 PM-1 PM - WestJet 5 AM-6 AM, 12 PM-1 PM 3 AM-6 AM 7 AM-8 AM 12 AM-1 AM Spirit Airlines - 6 PM-9 PM - - *All timings are given in local times
- 22. Most Engaging FacebookPosts Hawaiian Airlines 31-MAR-17, FRI 4:00PM We think Hawaiʻi has the most magical sunrises and sunsets in the world! Where is your favorite plac .. ENGMT. LIKES COMMENTS SHARES 1,000 16,198 1,248 728 WestJet 31-MAR-17, FRI 5:30AM Effective immediately, we are now Canada Air. Watch and learn more about how we’re rebranding as the .. Delta Air Lines 27-MAR-17, MON 2:20PM This is what making history looks like. We’re proud to celebrate two amazing Delta women – First Off .. ENGMT. LIKES COMMENTS SHARES 1,000 24,311 6,364 19,558 ENGMT. LIKES COMMENTS SHARES 1,000 89,315 2,405 8,457
- 23. Flying Delta meanscomfort. (That means you can wear your leggings. �) 27-Mar-17, Mon 12:07PM ENGMT. FAV. REPLIES RETWEETS 1000.0 119,969 3,127 32,047 Most Engaging Tweets @CNN @wolfblitzer @CNNSitRoom Pls correct reports. We confirm no record of Esteban Santiago, or ch.. We confirm we have no record of a passenger by the name Esteban Santiago, or checked guns, on any o.. 06-Jan-17, Fri 05:39PM ENGMT. FAV. REPLIES RETWEETS 1000.0 2,099 311 2,243 06-Jan-17, Fri 04:35PM ENGMT. FAV. REPLIES RETWEETS 1000.0 5,687 321 6,798 Delta Air Lines Air Canada Air Canada
- 24. Three amigos. ✈✈ ✈ �: @ihikhi 29-Mar-17, Wed 04:48PM ENGMT. LIKES COMMENTS FILTER 930.0 11,810 2,538 Normal Most Engaging Instagram Posts What's your move this weekend: Head home or head out of town? Vote with � or � . �: @jinsolllee 31-Mar-17, Fri 11:07AM ENGMT. LIKES COMMENTS FILTER 905.0 8,426 2,675 Normal 24-Mar-17, Fri 06:09PM ENGMT. LIKES COMMENTS FILTER 890.0 9,211 2,195 Normal United Airlines United Airlines United Airlines Gearing up for a new day. How do you get going in the morning? �: Eric Peralta on Twitter
- 25. For the fourthyear in a row, Wall Street Journal ranked Alaska Airlines as the No. 1 overall U.S. .. 11-Jan-17, Wed 05:00PM ENGMT. LIKES COMMENTS 176.0 645 31 Most Engaging LinkedIn Posts Another year stronger. Today, we celebrate our 4th consecutive year of being recognized as one of t.. 15-Feb-17, Wed 12:00AM ENGMT. LIKES COMMENTS 94.0 169 3 17-Feb-17, Fri 12:00AM ENGMT. LIKES COMMENTS 86.0 1,782 44 Alaska Airlines Hawaiian Airlines Delta Air Lines We're proud to lead the nation as the most on-time airline for the 13th consecutive year, as report..
- 26. Key Takeaways • Aviationbrands receive more engagement on Instagram and Facebook than on Twitter and LinkedIn. • During this period, Aviation brands promoted 6% of all their Facebook Posts and saw 2x times more engagement. • On Facebook, these airlines posted the most around promos and sales. They, however, get the best engagement on Posts that feature employees. • Tweets around discount offers resonated well with Followers. • On Instagram, aviation brands experience great engagement on content sourced from Instagrammers that featured their aircraft.
- 27. Thank You For moreinformation, please contact us at [email protected].