Westjet: A Social Media Case Study

In just 16 years, WestJet has grown from a small company serving five western Canadian airports to a successful international airline that flies to 85 destinations in 15 countries. Social media plays a large part in their continued success.

A few statistics:

Facebook: 385, 169 likes

Twitter: 192, 355 followers

YouTube: 2,145 subscribers | 2.935, 619 video views

From WestJet’s website: “This social media presence allows us to make meaningful connections with guests, and potential guests, even when they are not traveling.”

 

Greg Hounslow, WestJet’s social media advisor, approaches WestJet’s social media strategy with common sense. The airline is not active on every network out there, sticking with Facebook and Twitter, along with a well-curated YouTube page.

Here’s what I notice most on both Twitter and Facebook:

  •  Immediate responses to inquiries and concerns
  • Personal interactions, no canned responses
  • Willingness to go above and beyond to solve problems
  • Sense of humour
  • Genuine respect for customers

WestJet’s social media presence is more than a sales tool. It’s a culture of sharing and WestJet customers share more than most. Logon to Twitter on #wingletwednesday and you’ll see enthusiastic travelers sharing their view with Westjet and the world. Use #BlueTag for sweet deals. If you’re looking for a job, #WestJetJobs will let you know when the airline is looking for a new owner.

Basically, they’re on top of it. They even beat the press when something does go wrong.

I flew with Westjet for the first time this January and experienced their amazing customer service first hand. Our flight was delayed by more than four hours but the crew were incredible and made everything tolerable. I’ve never seen a happier crowd on a flight, let alone a late one leaving the Caribbean for a Canadian snowstorm!

Have you ever flown with WestJet? Was it a good experience?

The Battle for the Social Homepage

RebelMouse, Glossi, Hypemarks, Vizify – there are some super cool loooking social aggregators out there right now.

These social aggregators solve a valid problem. Granted, I may spend more time online than your average gal, but there are so many social sites these days, I can barely keep track. Yet I want to try them all! That’s where these sites come in handy – they offer a beautifully designed homepage that streams all your social feeds. Each one is trying to corner the market on the social homepage. I’ve tried a couple. Here are my thoughts so far:

Rebel Mouse

This is the first one I tried and for now, seems to be winning the race. It’s quite cool. Very easy to use and has a nice Pinterest style layout.

Thumbs Up: Huge thumbs up for the embed tool, which allows you to use RebelMouse on your own website as either your homepage or a subpage.

Thumbs Down: Mentions other users on the homepage, a little too Pinterest-y.

Glos.si

My favourite so far.

Thumbs Up: Gorgeous, fluid layout. Really makes great use of the space and optimized for mobile deviecs.

Thumbs Down: Needs an embed tool. Rebel Mouse has spoiled me with theirs, but if Glos.si gets one, I’ll be using it as my personal homepage. It also needs the ability to sync Facebook pages instead of profiles. I have Facebook up and running on my personal Glos.si, but was unable to add it to the Lucky Dog Clothing Co’s page, which is a hindrance and would possibly make a business decide not to use it. -Edit. I am now aware that a business option is on the way. 

Vizify

This one’s different. It’s more of an interactive resume, a sort of gussied up “get to know me” – it’s super cool. It took about 2 minutes to set up and was quite comprehansive. I can see how it would be useful in a job search – I, for one, will be sending my Vizify link with resumes from now on.

Thumbs Up: Super easy to set up, professional looking. Visually impressive enough to be used as your entire site.

Thumbs Down: Needs a pay option to remove the Vizify branding.

Hypemarks

Another new kid on the block, Hypemarks is another grid based social stream. Nicely designed and very easy to set up, there’s nothing wrong with it, but I didn’t find it nearly as exciting as Glos.si.

Thumbs Up: Heavy hitter investors make me think there must be something to this business plan that I am unaware of. Also, the collections feature is a neat one that I didn’t see on any of the other services.

Thumbs Down: Not sexy enough. It’s purely superficial, I know, but to be a player in today’s game, you gotta have the design and this one just isn’t doing it for me.

Which is your favourite social aggregator? Are there others I should be checking out? Let me know in the comments.

Belfast City Council’s Social Media #FAIL

Have you heard about Lennox? Lennox is, or I should say, was, a 7 year old mixed breed dog living with his family in Belfast, Northern Ireland. Two years ago, Lennox was seized from his family by a dog warden who thought he looked like a pit bull terrier, a banned breed in Northern Ireland and the UK.  Lennox was put to sleep this morning. He had committed no crime. He was simply murdered because of his looks.

Lennox’s owner, Caroline Barnes, had complied with every rule regarding dog ownership in the city. He had his tags, his shots, his registration. He even had a DNA test proving he was an American Bulldog mix and therefore not a banned breed. But the standard for breed identification in so many places unfortunately involves no science, merely judgement by uneducated humans who think any dog with a square jaw is a killer. Because of this, Lennox met his gruesome fate.

How does this relate to social media? Well, over the last two years, there have been many attempts to stop Lennox from being put to sleep. There have been online petitions with hundreds of thousands of signatures, multiple facebook groups and lots of conversations on Twitter. The outpour of public support for Lennox and his family over the last month has been staggering.

Over 200,000 people appealed to Belfast City Council, the leader of the DUP and even the Royal family. Celebrities even stepped up to show their support.

 

 

 

 

Unfortunately the public outcry was ignored. Some people, myself included, are inclined to believe Lennox was put to sleep a long time ago, hence the tight lips from Belfast City Council. Why else would they deny the owners one last visit with their beloved pet? Refuse to return the deceased dogs body to the family? Or deny a little girl having her murdered dogs collar as a keepsake?

You may think this is a lot of hoopla for one little dog, but rest assured Lennox was not just one dog. He was a symbol of inequality, discrimination and all that is wrong with our world. I can only hope that the amount of backlash against the City of Belfast raises awareness and starts a discussion about changing breed specific legislation. This does seem to be the case – if you look at the hashtag #wearelennox on Twitter or Instagram, you’ll see many people and pups showing their support, regardless of breed. My own dog, an American Bulldog, is definitely one of them.

Whether you believe in banning certain types of dogs or not, I think we can all agree that Belfast failed in dealing with this public relations catastrophe. Hundreds of thousands of people across the world are tweeting with the hashtag #boycottbelfast and calling for an international boycott of tourism. Belfast City Council’s reaction? Shut down their Facebook page, stop answering their phones and not reply to a single mention on Twitter. In fact, their obviously automated Twitter account is showing business as usual, reminding people about bank holidays and garbage pickup times!

The City of Belfast’s actions will not soon be forgotten. In a country that has dealt with more than its fair share of discrimination and racial profiling, governments and authority figures are rarely trusted. There is already great mistrust in this council and the secrecy and silence that responded to such a public inquiry will do nothing but breed more contempt. Especially since the planned boycott of Belfast will likely impact tourism in an already struggling economy. I don’t think the new slogan for Belfast Tourism “Belfast; Spending taxpayers money on animal abuse since 2010!” will be much of a crowd pleaser.

But back to the dogs: this issue is not specific to Northern Ireland, and I have spoken about it before here. This ineffective and discriminatory legislation is in effect in many countries. It’s very prevalent in North America and Ontario has some of the worst legislation in North America.  Every year, many family pets are taken and murdered just because they look like what someone thinks a “pit bull” is. Not only that, breed specific legislation is a waste of taxpayer money.

Pit bulls are not the most dangerous animals on earth – humans have held that title for centuries. Rest in peace, Lenox. I hope your untimely death can bring positive change to this world.

Airbnb: Making travel social.

As you may or may not know, I live a double life. My weeks are spent in a happening music industry environment in downtown Toronto and my weekends (and any other time I can squeeze in) are spent at my home in idyllic Prince Edward County, about a three hour drive east of Toronto. This means two things; life is busy, and expenses are high.

Since my home is located in the heart of Prince Edward County (between Picton and the Sandbanks, if you know the area) and tourism is quite popular, I decided to try a few vacation rentals to help offset the bills last summer. The first time, I posted my home on Craigslist and found a lovely doctor to move in for a couple weeks. All went fairly smoothly, so I posted it again. I had a couple more rentals and then a couple more through word of mouth. I found I didn’t really have any way to manage these rentals and I thought about listing with a property management site.

Enter Airbnb, a social travel site that I found about a year ago. It’s a beautifully designed site where people from all over the world list their homes for rent. Sometime they stay with you and act as a host, sometimes you rent the entire home or apartment. The site was just catching on, so I decided to list my home and see where it would take me. They make it easy, giving me robust online tools and statistics. Here’s a look at my listing on their site. It’s far slicker than I could have made myself, come with social media tools such as Facebook, Twitter and Pinterest buttons, and comes with a hip, web-savvy audience.

Wow. What an amazing tool. The biggest perk to me, and this is why I’m writing about it, is the social aspect. I like that my prospective guests are verified through Twitter and Facebook as it gives me the ability to check them out. Yes, of course the first thing I do when someone requests a stay is Google them. This is my home we’re talking about, I’d be crazy not to. I also like that I can chat with the prospective guest and decide whether or not I’m comfortable with them in my home before confirming the rental. Of course, there are other amazing tools, like an online calendar, a gorgeous profile and smooth payment options, but the social aspect is what has really helped me.

Airbnb allows, well actually it strongly encourages, both hosts and guests to review their stay. It’s almost like the eBay  feedback system. You can give stars on cleanliness, location, price, etc. and leave a written review. I do my absolute best to make sure that my guests feel at home and enjoy their time in the County, and I have been rewarded with very positive reviews such as the ones pictured here.

These reviews are the best advertising I could have. Due to them, I’ve seen my rentals skyrocket, to the point where I don’t think I’ll be at home at all in July or August. This is a double edged sword of course, but since the overall goal is to offset the mortgage, I’ll take it. Of course, there’s always a risk when you allow people into your home, and I have heard a couple horror stories. However, I do my best to gauge the character of my guests and have been lucky so far. Airbnb also recently launched their $1,000,000 Host Guarantee, which gives me more peace of mind. I’ve met some lovely people, my house isn’t empty and I’m getting help with the bills. Thank you, Airbnb!

Airbnb isn’t just good for renting out your home though, it’s great inspiration for trip planning! I’ve found so many interesting places I’d like to stay all over the world. What a great way to, in their words, travel like a human. Check it out here and let me know which places you’d like to stay!

Brandyourself.com – Manage Your Online Reputation

I just finished taking my first online class, an Intro to Social Media through Algonquin College. Overall, it was a fun experience and our last assignment on personal branding got me thinking. I’ve always been into blogging, but never really had a cause. I just liked doing it. I’m glad I’ve always had a blog though, because it means that I have control over the first thing that comes up when you search my name in Google. For some folks who haven’t had an online presence as long, their names can get buried by another professional with the same moniker, or, even worse, a criminal, leaving potential employers finding negative results when Googling them.

BrandYourself.com is the solution to this problem. Not only does it help you take control over your search results, it allows you to bury negative content and boost positive links. It’s super easy to use. I’ll walk you through my account:

The home screen gives you a quick overview of your results in Google. Here’s mine for today.

As you can see, I’m doing all right. I have a B+ Search Score, which means that most of Google’s first page of results for the search “Lindsay Casey” are about me, but I could do better. One of the ways is by submitting positive links about myself, which I obviously haven’t done much of yet. Another is by boosting my current links, which BrandYourself helps you to do by suggesting ways to optimize your online profiles.

I signed up for this site a few weeks ago. Let’s have a look at my progress.

When I signed up, this website was the first result. That’s because I bought my domain name years ago and always kept something on it just in case. There are of course other people named Lindsay Casey out there and I wanted to stake my claim. This is always a good idea. However, there were some old links showing up too. Nothing negative, but results from my younger days that I wouldn’t necessarily want a prospective client or employer seeing as their first impression. I buried them using BrandYourself and it seems to have worked. My Twitter account, however, has fallen a point, which I don’t quite understand as I have a steady following and am always updating my account, but the site does say this could happen.

Overall, I think this is a great tool. I’ve only signed up for the free account so far, but I’m thinking about going pro. Anyone interested in boosting their personal brand should definitely be utilizing this tool. I’ll keep playing around with it and report back in a few months. My first priority? Knocking that other Lindsay Casey’s Facebook account off the first page of Google search results. Sorry Lindsay, but I’ve got to do it!