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I HAD A DREAM...

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1 I HAD A DREAM... THE MOST TWEETING AIRLINE IN THE WORLD. I WANTED FINNAIR TO BECOME


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BACKGROUND The goal: to make Finnair the world’s most tweeting airline, ie to have the largest proportion of employees among airlines representing Finnair in a positive way on Twitter. Benefits to Finnair: Improved brand awareness Improved customer understanding Ability to participate in discussions that concern Finnair Crisis readiness Situational information (environmental disasters, political crises...) Larger digital footprint (the ripple effect) Positive stories about Finnair generated and shared Creating a counterforce to traditional media Improved social media skills Why should Finnair be the world’s most tweeting airline? Read more: http://orgcomms.wordpress.com/2014/05/14/why-should-finnair-be-the-most-tweeting-airline-in-the-world/ 3


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IT REQUIRED A LOT OF TRAINING Almost 200 Finnair employees trained during H1, including the executive board. 4 @arjasuominen @pekkavau @ernohilden THIS IS OUR CEO AND HIS EXECUTIVE BOARD LEARNING.


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5 RESULTS TO SHOW THAT WE INDEED WERE THE WORLD’S MOST TWEETING AIRLINE WE ORGANISED AN EVENT ON JUNE 12, 2014


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ALL PARTICIPANTS WERE ENCOURAGED TO TWEET FOR THE WHOLE DAY USING HASHTAG #FINNAIRTWEETS 6


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#FINNAIRTWEETS 7 TWITTER CLINIC INTERESTING SPEAKERS CELEBRITY GUESTS @mantivp @69eyesofficial @finnishsanta @vikingline_fi @arjasuominen @tuulika @jooseppiknowles @paulahelle @saturemes


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RESULTS IN A NUTSHELL 8


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Results #Finnairtweets was trending in Finland already in the morning 9


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Results 10


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ACTIVE PARTICIPATION (NUMBER OF #FINNAIRTWEETS PER ACCOUNT) 11


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VERY POSITIVE SENTIMENT (#FinnairTweets) 12


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THE MOST TWEETING AIRLINE IN THE WORLD? DEFINITELY IN EUROPE! 13 Mentions (e.g. @Finnair) per airline on June 12th


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SPILL-OVER EFFECT The project itself and Pekka Vauramo’s tweets have generated visibility also in traditional media 14


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15 LESSONS LEARNT


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IT MAKES SENSE TO PARTNER FOR GREATER RESULTS THANK YOU @Aurinkomatkat @SpeakersforumOy and Arman Alizad @titmeister @marimekkoglobal @meltwaterFIN @HelsinkiTourism @FazerSuomi @vikingline_fi @essie @Huuhkajat @FinnishSanta @mypose @Titmeister @69eyesofficial @mariras #clarins, #shareacoke, #golffi 16


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Off-line events generate online visibility 17 Arman Alizad (@titmeister) and Jyrki69 (@69eyesofficial) on stage at 10 am and 3 pm


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18 THIS WAS NOT THE END, BUT THE BEGINNING...


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FINNAIR STILL WANTS TO BE THE WORLD’S MOST TWEETING AIRLINE Training continues. Our personnel has the most interesting stories to tell. 19


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20 ANYONE CAN BE A BRAND AMBASSADOR. LET THEM.


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21 THANK YOU! Aku Varamaki Social Media Manager FINNAIR @akuvaramaki


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