Vector Aircraft Services
Industry: Airworthiness Management Organisation
The regulatory aspect of the airline industry can be seen as a bit of a bother. Vector aims to change this perception so existing and prospective clients see it as an opportunity to protect their assets and be more profitable. Changes and new interpretations to legislation, if presented correctly by Vector can position them as a company who can ‘cut through’ the bother and turn the management of these regulations into to a way to maximise on an airline’s investment.
To enable Vector to do this a number of things needed to be addressed. Vector were in the process of updating their website but there was no existing co-ordinated activity in place regarding a social media strategy. Some aspects of social media were already underway but not effective as there was no co-ordination or clear way forward. There was also no monitoring system in place to see what was being said about the brand on line to enable them to manage the company's online presence.
The airline industry can seem a little ‘old fashioned’ with all business coming via word of mouth. Social media is merely an extension of traditional word of mouth and so it made sense to use social media to help Vector not only move their business forward and increase their client base, but also to build their brand reputation as an innovator and a ‘go to’ source of industry information.
To this end a strategy was put in place to deliver a co-ordinated and monitored social media presence.
- A Wordpress blog would be integrated into the new website. This would feature articles and entries that would discuss the industry and it’s frequently shifting regulatory changes.
- A completed company profile would be put on LinkedIn ( a partly completed profile was in place but featured no information).
- A company Facebook page which would contain links to the other social media profiles would be set up enabling the immediate release of blog entries, tweets etc, across all social media.
- A Twitter profile would be set up that would be populated with feeds about new regulations, articles of interest to the industry and Vector blog articles.
- A feedback mechanism would be put in place to ensure Vector were aware of and could respond to comments, questions and communications daily from people or articles mentioning their brand.
- Once the social media presence is established a You Tube channel with short instructional videos on form filling and areas of existing customer support areas would be set up. Addition of new videos would then create content for future blog articles etc.
All the social media would be integrated so that when blog articles etc. are issued there would be automatic feeds to Twitter etc.
Vector Aircraft Services are in the very early stages of their plan.