Andrew Schwartz Alicia Lyford Anna Almy Ashten Johnson Catherine Dacquisto Dana Friedlander

Andrew SchwartzAlicia LyfordAnna AlmyAshten JohnsonCatherine DacquistoDana FriedlanderDerrick HoughKelly VigilNatasha BlumenkronNikki Wetzel

Strategic Social Media Research and

Recommendations

• Provide analysis of social media tools currently utilized by the Eugene Airport

• Recommend areas for improvement

Research Objectives

952 followers

36 subscribers

none

173,049 check-ins

none

EUGENE

PORTLAND

2,923 followers

2,737 likes

23 subscribers

2 followers

8,666 check-ins

9 followers

12,458 likes

2 followers none

Facebook: Likes

Facebook: Reach

Facebook: Check-Ins

Recommendations:

USER FRIENDLY and INTERACTIVE:

• Post pictures, prices, videos, and URL’s to increase views

• Include links/hyperlinks when promoting events

• Link to Twitter and Instagram

• Add photos of UO athletic teams

Facebook

Twitter

@FLYEUG Statistics

• 1,240 Tweets

• 2,014 Following

• 2,971 Followers

Recommendations:

INCREASE CONVERSATION and PRESENCE:

• Quote tweets vs. Re-tweet

• Maintain Consistency in daily or twice daily tweets

• Keeping balance between responses and personalized tweets

Twitter

Recommendations:

INCREASE CONVERSATION and PRESENCE:

• Create a two-way symmetrical model with tweets

• Gear tweets toward large UO student body

• Update flight delays

Twitter

YOUTUBE

Current:

• Minimal content and audience

• 17 videos

• 23 subscribers

Recommendations:

DEVELOP CONSISTENT MESSAGE and GOAL on channel

• Partner with UO classes

• Understand viewer content preferences

YOUTUBE

FOUR SQUARE

Current:

• 8,666 Check-ins

• Appears ON 27 LISTS, INCLUDING ALLEGIANT TRAVEl’S WHERE WE FLY

• 99 PHOTOS AND 45 TIPS POSTED BY USERS

• ADDRESS, CONTACT INFO, LINKS TO WEBSITES AND TWITTER PROVIDED

FOUR SQUARE

• RECOMMENDATIONS

• INCREASE CHECK-INS AND AIRPORT PRESENCE

• CONDUCT CHECK-IN SPECIALS

• PERKS FOR MAYORSHIP

Current:

• 4 BOARDS

• 21 PINS

• 9 FOLLOWERS, 30 FOLLOWING

• 0 comments

PINTEREST

• Board Photos

• GOLF BALLS PROMOTING ALLEGIANT PALM SPRINGS

• FAVORITE PLACES TO VISIT

• OUTSIDE EUGENE AIRPORT

Current

• 6 PHOTOS

• 0 COMMENTS

FLICKR• PHOTO CONTENT

• ARCHITECTURE, ARIEL

• CONSTRUCTION

• LOGO

Recommendations:• REPLACE Pinterest and Flickr with Instagram

• Link Instagram with Facebook and Twitter

PinterestFlickr

• Instagram Background

• 80 MILLION+ REGISTERED USERS

• 5 MILLION+ PHOTOS PER DAY

• 81 COMMENTS PER SECOND

• 575 LIKES PER SECOND

Instagram

• FLYEUG ACCOUNT

• 1 Photo

• 4 Followers

• Following 0 users

• Photos

• NO OREGON AIRPORTS CURRENTLY USE INSTAGRAM

• STATIGRAM; INSTAGRAM ANALYTICS PROVIDES

• MOST LIKED PHOTOS

• HASTAG CLOUD

• FILTER USAGE

• OPTIMIZATION TIPS

• COMMENT TRACKER

• COMMUNITY INSIGHTS

INSTAGRAM• OTHER STATIGRAM FEATURES

• INSTAGRAM FEED TAB FOR FB PAGE

• TIMELINE COVER (MOST RECENT IG SHOTS)

• FOLLOW BUTTON

• ALLOWS FOR FOLLOWERS STRAIGHT FROM FLYEUG.COM

Recommendations:INCREASE LIKES and PHOTO-SHARING:

• CONDUCt CONTESTS USING HASHTAGS

• ADD INSTAGRAM TAB TO WEBSITE

Instagram

Website

Current (For October):

• 8,989 total visits

• 6,987 visitors

• 28,844 page views

• Avg. Visit Duration: 02:41

Website

Top Pages Visited:

• Homepage (8,956)

• Airline Info Page (4,004)

• Flight Tracker Page (2,405)

• Flight Info Page (2,082)

Website

Mobile Visits:

• 1,131 total visits

• 506 visits from iPad

• 405 visits from iPhone

• Google Search vs. URL

WebsiteSocial Media:

WebsiteSEO:

Website

• Continue to boost Facebook usage

• Improve mobile site

Aiport Blog

• CURRENT USE

• MINIMAL CONTENT

• 1 POST FROM AUG. 3

Recommendations:

DEVELOP PURPOSE and CONSISTENCY to gain readership

• Create editorial calendar and content schedule

• Understand viewer content preferences

• Add blog tab on website for easy navigation

• Create intriguing blog title and update design

Airport Blog

Social Media Intent

• Increase brand awareness

• Strengthen and foster community relationships

Questions?

Future Partnership Recommendations

• UO Journalism classes

• Internship opportunities

• LinkedIn