{"id":4432,"date":"2012-05-09T13:06:20","date_gmt":"2012-05-09T20:06:20","guid":{"rendered":"http:\/\/dragonflyeffect.com\/blog\/how-cathay-pacific-used-facebook-to-convert-fans-to-brand\/"},"modified":"2020-09-23T10:44:57","modified_gmt":"2020-09-23T17:44:57","slug":"how-cathay-pacific-used-facebook-to-convert-fans-to-brand","status":"publish","type":"post","link":"https:\/\/dragonflyeffect.com\/blog\/how-cathay-pacific-used-facebook-to-convert-fans-to-brand\/","title":{"rendered":"How Cathay Pacific Used Facebook to Convert Fans to Brand"},"content":{"rendered":"
\n

\"PeopleContests are a tried and true way to both engage current customers and grab the attention of new prospects. Whether your company is an airline, hotel, wireless provider or automaker, brands\u00a0campaigns\u00a0today must simply reek of originality and ingenuity just to get noticed in social media.<\/p>\n

Cathay Pacific bid to get noticed by combining equal parts Facebook Marketing Applications<\/span>, a classic novel by\u00a0Jules Verne<\/a>, and their hole card, their far-flung network of exotic\u00a0international destinations<\/span>.<\/p>\n

Cathay Pacific\u2019s\u00a0Digital Marketing Manager Ali Bullock says Cathay Pacific\u2019s\u00a0social media marketing campaign\u00a0\u201cTravel the World in 80 Days\u201d<\/a>\u00a0allowed the brand to reach the friends and family of about 29 million people. The primary focal point for this attention was the airline\u2019s Facebook fan page<\/a>.<\/p>\n

In an article for SocialMediaToday<\/span> titled \u201cHow brands are using social media for contests and campaigns,\u201d Achintya Gupta<\/span>\u00a0of Kuliza emphasizes that your\u00a0Facebook business page allows first for attention, second for retention. And if an initial campaign doesn\u2019t immediately convert new customers, you might get a second shot because your initial campaign likely made them a fan of your Facebook page.<\/p>\n

4 steps to a successful social media marketing campaign<\/h2>\n

Here\u2019s how Cathay Pacific rolled out the campaign\u2019s features:<\/p>\n

    \n
  1. It ran targeted Facebook ads to build up momentum: likes and shares.<\/li>\n
  2. Had contest entrants post submissions on\u00a0Cathay Pacific\u2019s Facebook fan page<\/a>.<\/li>\n
  3. Let 8 finalists Tweet<\/span> and shoot video in Hong Kong for the last round.<\/li>\n
  4. Required the winner, Mike Corey, to blog, shoot video, take photos and submit daily reports.<\/li>\n<\/ol>\n

    User-generated content engaged fans<\/strong><\/strong><\/h2>\n

    A heavy emphasis on UGC drove engagement and a sense of attachment among participants. It also avoided overtaxing marketing and advertising resources while delivering a highly active presence. A corollary to the wide reach of Facebook is the precision with which it can target its advertising by country, age and gender. Bullock describes this as providing the ability to \u201cextract every bit of value from advertising dollars.\u201d<\/p>\n

    In today\u2019s economy, what company doesn\u2019t want to maximize the bang for its ad bucks?<\/p>\n

    How Cathay Pacific embodied \u201cThe Dragonfly Effect\u201d<\/h2>\n

    In The Dragonfly Effect, we discuss how the dragonfly\u2019s four wings serve as a metaphor for the strategic elements required \u00a0to make a social media campaign take flight.<\/p>\n

    Cathay Pacific\u2019s \u201cTravel the World in 80 Days\u201d competition\u00a0serves as an excellent replicable example of these essentials:<\/p>\n

      \n
    1. Identify and reach your target audience. (Try Facebook first.)<\/li>\n
    2. Focus on one goal, one campaign at a time. (A catchy theme helps make it stick.)<\/li>\n
    3. Grab their attention. (Free travel, anyone?)<\/li>\n
    4. Engage them. (Tell a story, and make them imagine and tell theirs.)<\/li>\n
    5. Get them to take action. (Make it easy for them to do and to share.)<\/li>\n<\/ol>\n

      \u201cAround the World in 80 Days\u201d on Facebook
      \n<\/strong><\/h2>\n

      \"ChildPhotos and videos are the Elmer\u2019s glue and duct tape of the Internet: They cause emails to be opened and eyeballs to stick to Web pages. Standing out with a \u201chook\u201d or standing by your brand\u2019s slogan also helps.<\/p>\n

      For example, Mike Corey<\/span> branded himself as a break dancing biologist. And the entire campaign emulated the airline\u2019s slogan of \u201cPeople \u2013 they make an airline.\u201d<\/p>\n

      How does your brand engage customers through social media platforms? Have you launched a successful contest or engagement campaign?<\/p>\n

      If you\u2019ve learned something useful recently, tell us about it<\/span>. We could\u00a0help you share your experience.<\/p>\n

       <\/p>\n<\/div>\n

      <\/a><\/div>\n","protected":false},"excerpt":{"rendered":"

      Contests are a tried and true way to both engage current customers and grab the attention of new prospects. Whether your company is an airline, hotel, wireless provider or automaker, brands\u00a0campaigns\u00a0today must simply reek of originality and ingenuity just to get noticed in social media. Cathay Pacific bid to get noticed by combining equal parts … <\/p>\n

      Continue reading “How Cathay Pacific Used Facebook to Convert Fans to Brand”<\/span><\/a><\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":true,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false},"categories":[32,134,152,4],"tags":[],"class_list":["post-4432","post","type-post","status-publish","format-standard","hentry","category-brand","category-case-studies","category-engage-2","category-social-media"],"jetpack_publicize_connections":[],"jetpack_shortlink":"https:\/\/wp.me\/p2BBCq-19u","jetpack_sharing_enabled":true,"jetpack_likes_enabled":false,"jetpack_featured_media_url":"","_links":{"self":[{"href":"https:\/\/dragonflyeffect.com\/blog\/wp-json\/wp\/v2\/posts\/4432","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/dragonflyeffect.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dragonflyeffect.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dragonflyeffect.com\/blog\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/dragonflyeffect.com\/blog\/wp-json\/wp\/v2\/comments?post=4432"}],"version-history":[{"count":5,"href":"https:\/\/dragonflyeffect.com\/blog\/wp-json\/wp\/v2\/posts\/4432\/revisions"}],"predecessor-version":[{"id":5754,"href":"https:\/\/dragonflyeffect.com\/blog\/wp-json\/wp\/v2\/posts\/4432\/revisions\/5754"}],"wp:attachment":[{"href":"https:\/\/dragonflyeffect.com\/blog\/wp-json\/wp\/v2\/media?parent=4432"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dragonflyeffect.com\/blog\/wp-json\/wp\/v2\/categories?post=4432"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dragonflyeffect.com\/blog\/wp-json\/wp\/v2\/tags?post=4432"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}