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

Strategic Social Media Research and Recommendations. Andrew Schwartz Alicia Lyford Anna Almy Ashten Johnson Catherine Dacquisto Dana Friedlander Derrick Hough Kelly Vigil Natasha Blumenkron Nikki Wetzel. Research Objectives.

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

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  1. Strategic Social Media Research and Recommendations • Andrew Schwartz • Alicia Lyford • Anna Almy • Ashten Johnson • Catherine Dacquisto • Dana Friedlander • Derrick Hough • Kelly Vigil • Natasha Blumenkron • Nikki Wetzel

  2. Research Objectives • Provide analysis of social media tools currently utilized by the Eugene Airport • Recommend areas for improvement

  3. 2,737 likes 12,458 likes P O R T L A N D 2,923 followers 952 followers E U G E N E 36 subscribers 23 subscribers 9 followers none none 2 followers none 2 followers 8,666 check-ins 173,049 check-ins

  4. Facebook: Likes

  5. Facebook: Reach

  6. Facebook: Check-Ins

  7. Facebook 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

  8. Twitter @FLYEUG Statistics • 1,240 Tweets • 2,014 Following • 2,971 Followers

  9. Twitter 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

  10. Twitter Recommendations: INCREASECONVERSATION and PRESENCE: • Create a two-way symmetrical model with tweets • Gear tweets toward large UO student body • Update flight delays

  11. YOUTUBE Current: • Minimal content and audience • 17 videos • 23 subscribers

  12. YOUTUBE Recommendations: DEVELOP CONSISTENT MESSAGE and GOAL on channel • Partner with UO classes • Understand viewer content preferences

  13. 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

  14. FOUR SQUARE • RECOMMENDATIONS • INCREASE CHECK-INS AND AIRPORT PRESENCE • CONDUCT CHECK-IN SPECIALS • PERKS FOR MAYORSHIP

  15. PINTEREST Current: • 4 BOARDS • 21 PINS • 9 FOLLOWERS, 30 FOLLOWING • 0 comments • Board Photos • GOLF BALLS PROMOTING ALLEGIANT PALM SPRINGS • FAVORITE PLACES TO VISIT • OUTSIDE EUGENE AIRPORT

  16. FLICKR • PHOTO CONTENT • ARCHITECTURE, ARIEL • CONSTRUCTION • LOGO Current • 6 PHOTOS • 0 COMMENTS

  17. Pinterest Flickr Recommendations: • REPLACE Pinterest and Flickr with Instagram • Link Instagram with Facebook and Twitter

  18. Instagram • Instagram Background • 80 MILLION+ REGISTERED USERS • 5 MILLION+ PHOTOS PER DAY • 81 COMMENTS PER SECOND • 575 LIKES PER SECOND • FLYEUG ACCOUNT • 1 Photo • 4 Followers • Following 0 users • Photos • NO OREGON AIRPORTS CURRENTLY USE INSTAGRAM

  19. 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 • STATIGRAM; INSTAGRAM ANALYTICS PROVIDES • MOST LIKED PHOTOS • HASTAG CLOUD • FILTER USAGE • OPTIMIZATION TIPS • COMMENT TRACKER • COMMUNITY INSIGHTS

  20. Instagram Recommendations: INCREASE LIKES and PHOTO-SHARING: • CONDUCt CONTESTS USING HASHTAGS • ADD INSTAGRAM TAB TO WEBSITE

  21. Website Current (For October): • 8,989 total visits • 6,987 visitors • 28,844 page views • Avg. Visit Duration: 02:41

  22. Website Top Pages Visited: • Homepage (8,956) • Airline Info Page (4,004) • Flight Tracker Page (2,405) • Flight Info Page (2,082)

  23. Website Mobile Visits: • 1,131 total visits • 506 visits from iPad • 405 visits from iPhone • Google Search vs. URL

  24. Website Social Media:

  25. Website SEO:

  26. Website • Continue to boost Facebook usage • Improve mobile site

  27. Aiport Blog • CURRENT USE • MINIMAL CONTENT • 1 POST FROM AUG. 3

  28. Airport Blog 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

  29. Social Media Intent • Increase brand awareness • Strengthen and foster community relationships

  30. Questions?

  31. Future Partnership Recommendations • UO Journalism classes • Internship opportunities • LinkedIn

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