Cathay Pacific and the Ever-Changing World of Social Media

 

Objective

To promote brand awareness in North America as the best airline carrier flying to Asia, differentiating ourselves in the marketplace with award-winning product and service

Traditional target audience

Business Travelers Road Warriors

Most likely book their travel through corporate travel departments or agencies

New untapped audienceTech savvy, always on and connected travelers

Entrepreneurs/SMEs doing startups in China

Do extensive research online before making a purchase

Social is key to bridging the gap

Traditional New

Defining social commerce in the CX world

Traditional Commerce Funnel

Facebook ads + Tweets : Taking commerce social

LinkedIn leads to evangelists’ positive word of mouth

• “Recommend” button for our New Business Class

• Direct email to top CX corporate accounts

Foursquare : taking online audience to offline experiences

• Encourage guests to check-in for a gift and win an upgrade

• Identify participants as potential corporate leads

Foursquare PR

Foursquare campaign activity

Majority of the 62 posts on this day are re-tweets of: Cathay Pacific launches a foursquare special to 

celebrate the opening of their new lounge at SFO http://t.co/76bI8QWw

Most influential Tweeter was @ThomasPower – a social buisiness entrepreneur from London who has 78,720 followers

CX’s own YouTube video in which Alice gives us a tour of the SFO Lounge, was the most viewed content (currently 8, 024 views), and second most engaging content

Klout : spreading our brand to social influencers

Klout PR

Future Campaigns

robecta_ma@cathaypacific.com@robecta