Emirates Communication through social media

Having analyzed the Emirates Group social media, it should be mentioned that the company presence on these platforms is undoubtedly strategic and essential communication tool.  

Thus, the Emirates’ main marketing objectives are: 

         1. Increase of brand salience and recognition

         2. Customers’ loyalty to brand

         3. Online brand reputation

         4. Higher conversion rates

         5. Higher Brand authority

         6. Increased inbound traffic

         7. Better Search Engine Rankings

         8. Clients’ feedbacks and review on companies services

         9. The usage of consumers’ online related activities and electronic word of a mouth to successfully advertise online

       10. Promotion of the product via consumer-to-consumer interactions

       11. Improved customer insights

We have explored the most dominant Social Media Marketing Techniques of Emirates Airline:

Social Media Marketing Technique 1: SM Brand Management

Emirates Company maintains a blog, Twitter Account, Facebook, engages people who are interested, shares valuable things in the industry promoting their branded aircraft, and eventually builds up followers, visitors, and trust. Also the YouTube and Instagram are managed according to the social media marketing strategies of Emirates. However, the Google+ Emirates’ Account seems less popular between clients. LinkedIn Emirates’ profile is working for professional purposes and career opportunities within the company.

Social Media Marketing Technique 2: Marketing Gamification (Viral Videos)

Emirates creates their own viral content which indirectly promotes their brand and services. Emirates uses this technique creating viral videos and hosting a competition. A great example of it is a celebrity endorsed advertising of A380 airplane with Jenifer Aniston. The video represents the advantages of flying with Emirates instead of using others competitor’s services. Another example is Benfica FC Safety video. Although Benfica lost 0-3 to Sporting, the marketing move proved to be a big win for Emirates. As of Thursday, the FB video had been shared 57,000 times and clocked 556,000 views on YouTube. Reception of the video has been positive, with an outpouring of support and fanfare on Facebook, Twitter and Youtube. In addition, #HelloJetMan is considered as part of creating viral video strategy.

Social Media Marketing Technique 3: SM Influencer Campaign

Emirates driving Influence through Sponsorships with Football Clubs, Rugby. The latest one is with Rugby Cup 2016.

Lets' take a look at Emirates' Facebook community.

#Facebook

Content

Company shares the latest news, photos, videos about the brand, its’ services and improvements of product. Uses buzz to engage audience’ attention and to make them be passionate about Emirates brand.

Interaction

Emirates major accent is on community building, customers’ interactions through promotion campaigns.

The great example of engagement is #BringRegbyHome an integrated advertising campaign centred on a fan photography contest. Rugby fans across the world are invited to submit photographs to the website emirates.com/BringingRugbyHome through Instagram, Twitter and Facebook, using the hashtag #BringingRugbyHome. The winner gains two airline tickets to Dubai

#GlobalistasExperience or #BeingThere campaign: 'Be There' is about inspiring travellers to explore more of world through the eyes of our very own travel experts - Emirates Globalistas.

Company has chosen seven of their staff with a passion for travel to explore different places around the world and share their experiences along the way. Emirates shares the videos and photos of their globalistas experience.

#WhoseSideAreYouOn - campaign on animals protection; users have to share the video with hashtag #WhoseSideAreYouOn saying No to poaching. Emirates proposes to watch the reveal of new airbus A380 with logo of United for Wildlife supporting this campaign.

#HelloThailand – promotion campaign which motivates users to participate in #HelloThailand competition, in which anyone has take a selfie with the “Hello Thailand” selfie wall at the Emirates Official Store in The Village at The Dubai Mall, uploading selfie to Facebook or Instagram using #HelloThailand and tag @emirates. The praise - a return Business Class ticket on Emirates from Dubai to Bangkok or Phuket and experience Amazing Thailand.

#HelloLisbon, #RogersCupSocial Media competition, #Poland&Arsenal FC social Media competition both propose tickets to tournaments in Tennis and for football matches.

Marketing Objective: 

Customer engagement and raise of brand awareness through social media promotions and partnerships with others organizations. Clients’ feedbacks and review on companies services. Higher conversion rates. Higher Brand authority.

Source: Emirates Facebook Offical Page 
Picture Credits: Emirates Facebook Offical Page 

How Does «The Singapore Girl» embody SIA brand personality?

The personalization of the Singapore Airlines brand is the mixed male and female cabin crew, where especially the flight stewardesses commonly referred to as Singapore Girls have become very well-known. 

SIA engaged French haute-couture designer Pierre Balmain at the inauguration of the airline in 1972. He designed a special version of the Malay sarong kebaya as the uniform which later became one of the most recognized signatures of the airline. A very designated and visual part of the entire brand experience. The Singapore Girl strategy turned out to be a very powerful idea and has become a successful brand icon with an almost mythical status and aura around her. 

The Singapore Girl encapsulates Asian values and hospitality, and could be described as caring, warm, gentle, elegant and serene. It is a brilliant personification of SIA’s commitment to service and quality excellence. The icon has become so strong that Madame Tussaud’s Museum in London started to display the Singapore Girl in 1994 as the first commercial figure ever. Singapore Airlines also runs one of the most comprehensive and rigorous training programs for cabin and flight crew in the industry to make sure the SIA brand experience is fully and consistently delivered.

The airline’s Singapore Girl, its depiction of its stewardess, focuses primarily on caring for passengers, hyper attentive to their needs and concerns. The campaign certainly helped build the airline’s reputation for superior service.

In the latest brand campaigns company has used the Singapore Girl to show the processes that the airline goes through to provide such a superior experience. 

                                                          Making of "The lenghts we go"

The Singapore Girl is also shown traversing the globe to find the finest products to enhance the in-flight experience. 

She is seen sourcing jasmine tea leaves from the highlands of China, selecting reels of art house movies from Venice (the airline has supported supporting the 70th Venice Film Festival) and choosing the softest leather from Scotland for the plane seats.

Uderstanding Your Needs

Bringing You the World

                                                                   Creating around You

The Singapore Girl strategy has an almost mythical status and aura about her. She is the personification of all Asian values and hospitality, best described as caring, warm, gentle, graceful, elegant and sincere. A living, breathing icon that links SIA's commitment to service excellence.

SIA is renowned for its rigorous and comprehensive cabin crew training. Its attention to detail is legendary. It has a brand manual that extends beyond how to move and walk in the body-hugging uniform into what shade of lipstick and nail polish (and recommended brands). It frowns upon loud personal jewelry and dangling earrings and limits flight attendants to wearing simple earrings and an elegant watch (preferably an upscale brand). It has approved hairdos and foundation shade, and advises on how to politely refuse to serve yet another "Singapore Sling" beverage to a passenger on the verge of inebriation. SIA "protects" its Singapore Girl so vehemently that once she slips into her uniform, a Singapore Girl is not allowed to take public transportation, but is limited to taxis and limos.

The Singapore Girl clearly has contributed immensely to the success of SIA's brand strategy and its entire positioning around customer and service excellence.

Everything about Singapore Airlines exudes youthfulness, from its industry-recognized youngest fleet with an average age of six years to the Singapore Girl, whose average age is 25 years. All female flight attendants stop flying when they are 32, and are transferred to become ground staff. Cruel and politically incorrect perhaps - in other countries - but not for a company whose brand rests on the youthful, ever nimble and efficient Singapore Girl. Only a handful of people realize that all models in SIA commercials are actual Singapore Girls, and not professional models. A successful image it has been developing and perfecting for almost 40 years. Tapping into the fountain of youth is a means of SIA's brand survival.

The Singapore Girl epitomizes the best of all that Singapore Airlines offers. 

In addition, the recent research organized by SIA showed that service is the most important thing passengers looked at when choosing Singapore airlines.

Source: SIA corporate website, brandchannel.com website, SIA official page on YouTube