155 / 396
brands that they like, with more than 80%
having mentioned a brand in a Tweet.
All of this is, of course, positive news for
AirAsia as we continue to reinforce our
social media platforms. Rather than jump
onto every new social media bandwagon
that comes along, though, we have been
selective of those we use. And, now, we
are further streamlining our social media
presence. As of 2017, we have begun
the process of removing accounts which
are not particularly active, such as LINE
accounts for AirAsia Global, Indonesia
and Japan. At the same time, in line with
becoming One AirAsia, we are merging
various platforms. All our Instagram
accounts are being consolidated based on
language, while all our different Facebook
pages – for AirAsia Thailand, AirAsia
India, AirAsia Philippines, etc – have been
integrated into one. This means, no matter
where our Facebook friend is, he or she
will access the same AirAsia Facebook
page.
As a result of the consolidation exercise,
our overall social media fan base remained
fairly constant, at around 50 million.
However, we did experience an increase
in fans/followers on key platforms such
as Facebook, Twitter, Instagram, LinkedIn,
YouTube, Weibo, WeChat and LINE
Thailand. Of these, our YouTube fan base
increased the most, by 90%, followed
by Instagram (45%), LinkedIn (36%) and
Twitter (32%).
One of the biggest perks of engaging with
our guests on social media is being able to
discover what they like about us and how
we can improve to meet their expectations.
We have always placed emphasis on
using guests’ feedback to guide us in
new route selection, the introduction of
more dishes on our inflight menu, as well
as to rectify operational gaps. However,
we recognise that we can do more by
upgrading our technology. This, indeed,
is our mission for 2018. We have already
begun the process of adopting the latest
listening tools for deeper insights based
on not only our own online conversations
but also those of our competitors. With our
new digital system in place, we are able to
monitor brand sentiments and keep check
of trending topics, hence create better
social media content and enhance the way
we engage with guests and friends.
While mining our data to make guests
even happier, we will also intensify efforts
to support the vision of One AirAsia. We
have within our six country operations
our very own AirAsia Allstar social media
influencers with a combined reach of over
two million followers, and growing. Their
Tweets and other postings, combined with
the campaigns organised by our Social
Media teams, will further strengthen
the One AirAsia brand, creating a more
magnificent and gregarious ‘butterfly’
able to flit more effectively and efficiently
across the social space.
“NO LESS THAN 54% OF TWITTER USERS
SURVEYED BY TWITTER REPORTED THAT THEY
HAD TAKEN POSITIVE ACTION IN RELATION
TO A BRAND AFTER SEEING IT MENTIONED IN
TWEETS.”
OVERALL SOCIAL
MEDIA FAN BASE
50
MILLION
YOUTUBE
FANS
+90
%
[ ]
AirAsia Group Berhad
BUSINESS REVIEW
143