The french airline company came with a touchy problem: users mostly engaged with their Facebook page to submit complaints. They asked to come up with a crisis management plan and deploy it along with community management.

SKILLS

Social Media strategy

  • Establishment and deployment of a full crisis management plan for social networks
  • CRM: users channeling strategy between social media, website and customer service
  • Evolution of the editorial & graphic lines
  • Daily to weekly calls with digital manager
  • Lead generation: creative meetings w/ agency team to create FB apps
  • Production of zoning docs for app development

Community management

  • Content creation (text/photos/videos) for Facebook
  • Publishing/scheduling based on content calendar
  • Moderation of UGC, interactions with users
  • Answer to queries, feedbacks to brand manager

Brand monitoring

  • Live monitoring w/ specialized tools and beacons
  • Implementation of tailored answers based on brand internal CRM docs
  • Weekly crisis report and recommandations

Insights & Analytics

  • Definition of KPIs to follow
  • Monitoring through FB Insights
  • Optimization of editorial content
  • Weekly crisis report and recommandations

SOFTWARES & NETWORKS

MILESTONES

From complaints-filled accounts to an organized CRM

To retake control over the brand image, I deployed a crisis management plan in three parts: widely monitor complaints (web & social media), interact with every user and handle their questions, give a clear purpose to each social media account (Facebook for brand promotion, Twitter for live customer support). In a few days, the brand was receiving positive feedback from happy customers. 

Reactivate users acquisition, engagement and conversion to brand website

Along with crisis management, I implemented a proper community management on Facebook. With fun content focused on the destinations that XL Airways offers, users started again to engage on them, rising the visibility, acquisition and conversion of the page.