In
September 2012, SimpliFlying surveyed 55 airports across the globe to
gain a better understanding of how they arepositioning social
media within the overall airport marketing, communications, and
organizational plans.
Despite
the fact that majority of the airports surveyed are unsure of the
expected impact social media has in the years to come, 40% of
airports plan to increase their budget for social media.
The
Airport Social Media Outlook 2012 is the first of its kind to delve
into airports’ resource allocation to social media. Involving some
of the best airports on social media, including the likes of Kansas
City International Airport and London Heathrow,
the report explores key variables in terms of budget, staffing,
challenges and return on
investment (ROI). The findings from the inaugural report also show
that airports are conservative in investing time and money into
social media.
One
phenomenon observed is that while airports are taking small steps
towards incorporating social media into their businesses when
compared to airlines, their budgets for social media span a smaller
range. About 63% of the airports surveyed allocate less than $10,000
annually to social media.
Over
55% of airports invest fewer than 100 man-hours per month on social
media, showing that most airports are still being conservative in
investing resources in social media.
“It
took the better part of the 21st century for airport management to
buy into the true need for airport marketing initiatives and we are
seeing a similar trend with the adoption rate of social media
investment,” said Shashank Nigam, CEO of SimpliFlying. “Social
media adoption by airports may not be as fast as seen in airlines but
the outlook is optimistic.”
• Airport
budgets for social media span from a few thousand dollars to more
than $100,000.
• The biggest challenge faced by airports is the insufficient allocation of resources to social media, as cited by over 60% of them.
• 98% of the airports surveyed have social media staff working across departments, with marketing as the most common cross-functional role.
• Many airports have mapped the value of social media performance to business goals, among which the top three are 1) brand engagement 2) customer service 3) revenue.
• Airports are also reaping benefits from social media metrics with the biggest reward being customer-centric data For an in-depth analysis, the Airport Social Media Outlook 2012 report is available for purchase. The early-bird promotional price of USD199 (usual price USD249) applies from now till 15 November 2012. The premium report features the latest trends, insights and expert recommendations on resource allocation for airlines on social media.
• The biggest challenge faced by airports is the insufficient allocation of resources to social media, as cited by over 60% of them.
• 98% of the airports surveyed have social media staff working across departments, with marketing as the most common cross-functional role.
• Many airports have mapped the value of social media performance to business goals, among which the top three are 1) brand engagement 2) customer service 3) revenue.
• Airports are also reaping benefits from social media metrics with the biggest reward being customer-centric data For an in-depth analysis, the Airport Social Media Outlook 2012 report is available for purchase. The early-bird promotional price of USD199 (usual price USD249) applies from now till 15 November 2012. The premium report features the latest trends, insights and expert recommendations on resource allocation for airlines on social media.