Qantas and Social Media

Attracting customers via segmentation and targeting techniques shouldn’t stop once you make a purchase. For a service it is important that the service you receive continues all the way through the experience. Social media is an ever-growing platform with unlimited opportunities for businesses to engage with their desired customers before, during and after the service.

“Local Measure” is a organisation that uses social media to help other businesses to interact with their customers. It “filters” through social media to find conversations about a particular business, and allows the business to then engage in these conversations.
Qantas are using Local Measure on social media to enhance their customers’ experiences.

Qantas have recognised that their target customers were part of a segment that through lifestyle choices were highly likely to be using social media during the service Qantas provided. Their customers were using social media to talk to friends, family and share their experiences in real-time. The company saw this as an opportunity to understand their customers better, and to improve their customer service.

Just determining a segment to target isn’t enough to ensure successful business. It is necessary to interact with consumers to properly understand their needs, wants and thoughts. Social media gives a fantastic platform for businesses to understand these factors.
How have you engaged with businesses via social media?

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10 thoughts on “Qantas and Social Media

  1. Hi All,

    Thank you for your second post.Very good sharing.

    It is using Qantas as a real example to share with us about how social media works in companies’ marketing development,especially in terms of segmentation.As mentioned above,Qantas has made its potential customers’ segmentation through lifestyle.A popular tool for segmentation using psychographic data is called Vals.The idea is that the attitudes people hold and their value systems determine their orientations towards certain product categories.Vas segments customers based on three motivations:ideas,achievement,and self-expression,which was applied in Qantua case as well.

    Most importanly,it shows three key benefits through social media for marketing development.First,social media provides unlimited opportunities to engage with desired customers as well as interacting with customers such as business conversations through social media.Second,social media can make companies to understand its customers better as well as improving service better.Third,social media provides a platform to identify companies’ potential customers’ need,wants and thoughts,which is the first step to make marketing strategies.

    Liked by 1 person

    • Thank-you again for your informative comment!
      I was unaware of the concept of Vals – but this seems to be particularly relevant to to analysing this case! Thankyou!

      The benefits you have highlighted show very good understanding of exactly what this case shows. The benefits of businesses ACTIVELY engaging with social media are extremely different to businesses who just post automated messages. Below, Raymond Scott also raises “human touch” as a necessary component which is equally interesting and ties into this same idea!

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  2. It’s important that any organisation include social media at the top of their priority list for marketing products. You only need to consider the facts below (numbers of facebook users logging in).

    http://www.statista.com/statistics/264810/number-of-monthly-active-facebook-users-worldwide/

    It’s staggering and facebook is only one social media platform to catapult products but it also needs to be clever. I have seen organisations fail because of the immature use of social media (you can clearly see there is a one way communication strategy) just to push information out, then there are other businesses which use political news or clever news headlines or social trends to pitch this really well. Humour plays a big part in all of this and connects people with a hearty smile.

    What is important with social media is to watch out for rants! and complaints. This needs to be responded too in an appropriate way and there is a fail on this also, it is no use responding on social media after a complaint to say “please contact details below” you really need a human touch to say something along the lines of “we are sorry about this experience, here let us help you regain your confidence in us, how about we do this for you?” everyone is seeing this and this boosts their corporate brand straight back up the line again.

    Liked by 1 person

    • Thankyou for your feedback!
      You also raise a very important point about a need for a two-way communication strategy.
      When creating any kind of marketing campaign on Facebook/social media i absolutely agree that a negative-comment strategy be needs to be put in place.
      There is a strong need for implementation strategy to deal with criticism or complaints. When these comments are handled successfully they can become just as important as responding to positive feedback, giving the business opportunities for improvement. Handling negative feedback is essential to maintaining positive customer relationships, a human touch is absolutely essential!
      Nothing is worse than an automated response system!

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  3. One of the reasons for for me choosing to study again was Social Media. In my undergrad degree it wasnt even around and during my previous career, we as a retailer had only scratched the service (and not very well at that point).

    It is a fantastic way for you to communicate with your customers and take your offers to market so much quicker than traditional forms of media eg catalogue and press.

    I think the ability for customers log complaints and for companies to handle them (quickly) is what makes social media so powerful. I have heard of many stores where customers will get a faster response from an organisation via twitter or facebook than trying to call their call centres!! Who wants a negative hashtag!!

    I engage with businesses who have something to offer me in my day to day (health, clothes, tips for fussy kids!). I like the mix of offering eg suggestions, advice to having a an offer/promotion. I believe as a business having the right mix is essential. I don’t want to be constantly harassed to buy buy buy, I want to feel like I have a relationship with that business/retailer.

    Liked by 1 person

    • Thankyou for your response!
      It’s certainly incredible how fast social media has grown, i can understand why it was such a big influence on your decision to come back to study!

      You are absolutely correct, the ability to quickly engage with consumers is a giant advantage with social media. Content having the ability to go viral is a big threat to companies, therefore the need for quick management of responses has been adopted by most (successful) businesses!

      The point you raise about wanting a relationship with the business is also super important- i can also personally think of lots of businesses that i buy from more often because of the relationship i have with the service provider/business!

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  4. Venting on social media defiantly beats having to fill out a customer feed back form! Social media is a growing and ever more important aspect of marketing today. I have personally interacted with Qantas’ social media to both express my displeasure for a late flight as well as my gratitude for exceptional service on a long flight. From a consumer’s point of view, social media the new way to ‘yell out to the world’ your thoughts and opinion. Often this is done with no malicious intent, not specific target audience or expected result. However in both cases Qantas replied to my tweets professionally and courteously, which provided me with a sense of gratitude that someone listened to my rant.

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    • Thankyou for your feedback!
      Your point specifically relates to the service you received with Qantas, which i find very interesting- as your personal experience further highlights how well Qantas are using social media to engage with their customers!
      You also raise a very important point about the necessity of communication to customers in regards to BOTH complaints and compliments! I think it’s very important to take note that businesses can benefit from communication on social media for both types of situations.
      As consumers, direct response to our thoughts allows us to feel like we are being listened to!

      Like

  5. I agree that social media is a great opportunity for businesses to converse with their customers. A good example of this is the website Tripadvisor. I often use this when I am searching for accommodation for holidays, and I pay particular attention to the reviews of people that have previously stayed at an accommodation place that I am considering. In my experience, when the bad review is followed by a courteous reply from the accommodation managers, it does not adversely affect my decision as to whether to book the accommodation or not, however when bad reviews are not followed by a reply from the managers, then I am less likely to stay at this accommodation.

    Liked by 1 person

    • Thank-you for your response!
      It is an interesting point you raise here – and i would have to agree. I also use the website when i travel to find recommended things to do… and when reading through the comments and suggestions I also pay particular interest to the response/lack of responses from the business… It can help you to understand if the person leaving the review was just too picky, or if a bad experience was an unlucky once-off, and if anything has been done/offered to the person to try to counteract a bad experience!
      This shows us how important business to customer engagement and communication can be!

      Like

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