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Digital Planning Products Manchester Airport Twitter Case Study At KMP we design innovative web solutions to enhance your brand and digital marketing strategies that deliver real return on investment. Web Design | E commerce | Search | E Mail | Mobile | Digital PR | Social Media For more information: Gerard Daring Tel: 0870 868 8900 email: email@example.com 2nd Floor | Kingfisher Court | Yew Street | Stockport | SK4 2HG www.kmp.co.uk | 0870 868 8900 Application 2: Live Flight updates KMP have been digital partners with via Twitter Although KMP was happy to set up and manage both campaigns in the initial Manchester Airport since 2000. Recent While building up the Twitter followers launch and development periods, we through incentive based viral marketing, felt it was important that Manchester discussions between KMP and various KMP put the finishing touches to an Airport continued to build and sustain the departments at Manchester Airport have application that would continue to benefit the followers of @manairport long after the relationships in the long run. This would not only ensure that any future offers or focused on how KMP’s knowledge of Social vouchers had been redeemed, providing live promotions could be sent out to all followers Media in general and Twitter in particular flight information for all flights in and out of the airport. with immediate effect, but it would also allow the Airport to find their own voice could be used to best serve Manchester within this social media space and engage in real time with their customers. Airport and its customers, focusing especially on its summer retail campaign. The Results At the time of writing, 1 month since KMP launched the Twitter account, @manairport The brief: As Manchester Airport are continually has attracted over 700 followers (August Manchester Airport requested that KMP devising ways to improve the customer 2009), with 300 of these being in the last 5 design a solution to take advantage of the experience, this application was designed days since the launch of the applications. real-time micro blogging capabilities of to not only benefit travelers, but also people Twitter in order to engage their customers dropping off and picking up. in a number of ways; T • he user, if not already, follows T • o promote the re-launched retail @manairport and is followed back. facilities within the Airport This is important as the service T • o enable the Airport to communicate uses direct messaging and relies on directly with an audience from a wide information being passed back and age group within its target market. The KMP Solution forth between customer and Manchester T • o provide useful functionality and KMP devised and built two Twitter Airport, you can only send DMs to users information to Twitter users applications that aimed to encourage new who are following you. T • o reach new markets who previously followers and then provide them with long- had no exposure through traditional term value. T • hey then send a DM containing the channels. flight number, confirmation and a flight Application 1: Follow for vouchers; status update is received immediately or as soon as the app can retrieve it. http://Twittercounter.com Re-tweet for Prizes As Manchester Airport was new to Twitter, it T • he application uses the same was important to generate as much interest information as the Arrival and Departure As the campaign matures we will be able and as many followers in the initial stages boards. As long as your flight is due to to assess the followers’ interaction with as possible. arrive or depart within 12 hours, the app Manchester Airport, including number of Everyone likes things for free, so as an will have the information, if it doesn’t, a followers that came via each application, incentive to attract followers and promote link to the full flight list is sent instead. the number of voucher RT’s, the number of Manchester Airport’s retail and catering • he user will then receive an update by T vouchers redeemed etc. outlets, KMP built a Twitter application that DM every time the status of the flight However, the campaign has caught the encouraged its customers to ‘follow changes until the plane has either taken attention of the media, filling numerous @manairport for vouchers and re-tweet for off (departures) or the passengers are column inches, both locally and nationally, prizes’. collecting their baggage (arrivals). including New Media Age, Revolution People arriving at manchesterairport.co.uk/ • f they wish to stop receiving updates I Magazine, Opodo and How Do. Most Twitter are invited to connect with the before then simply send a DM with the importantly though, it is the followers who application to confirm they are following word CANCEL. will determine the ongoing success of the @manairport and are then given access to campaigns, through tweets and re-tweets 5 special discount vouchers. To spread the they will be the heartbeat that enables it message further the follower is then invited to grow. to tweet a prepared message to be included in a prize draw for chance to win £500 worth of goods from Manchester Airport retail plus a stay in a hotel and free airport parking.
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