Facebook粉丝超180万

“南航e行”之“看我如何玩转国际社交媒体”

With the arrival of the Internet+ era, travel has become simpler. Offering full-process services of mobile internet and air travel, China Southern Airlines e-Travel is a mobile application platform that integrates upstream and downstream industries of air travel and provides a one-stop solution of doorto-door services to travellers. The ultimate goal isquot;travel carefree with a mobile phone in hand.quot;

Social media was the fi rst section launched for China Southern Airlines' e-Travel project. Followers on social media are one of the major sources of e-Travel application users. Facebook has been the main platform of China Southern Airlines' overseas followers on social media.

Since the E-comomerce Department took over China Southern Airlines' Facebook account in the beginning of 2017, the carrier's followers have increased rapidly and have been highly active through posts, convening activities and prompt online interactions.

Fan pages are deemed as an indispensable platform when it comes to user communication.The operation team takes pride in the 100% reply rate on China Southern Airlines' fan page with the shortest response time of less than 16 minutes and the average response time of 2 hours.

At the end of August 2017, China Southern Airlines won 2017 China Brands Get Personal, Go Global award with its extraordinary performance in operating its Facebook fan page. The China Brands Get Personal, Go Global list is co-released by KPMG China and Facebook in accordance with evaluation of Chinese brands' recognition in a major global market and their customer-oriented brand infl uence exemplifi ed in Facebook statistics.

Most Views among Overseas Followers

小调查：海外粉丝关注什么？

1. Aircraft

It is found that posts of China Southern Airlines'aircraft enjoy the most views followed by distinctly increasing interactions. As a result, starting from Q2 2017 a large amount of aircraft photos have been posted on the home page; knowledge of the aircraft has been widely spread in the posts of aircraft models for further interactions with users and active replies have been received. Fans from around the world are also enthusiastic about providing quality content, such as exquisite photos of China Southern Airlines' aircraft, to share with fellow fans; a favourable atmosphere of context cocreation is formed among fans.

1. 南航飞机

运营团队发现，所有关于南航飞机的发布，触达率特别高，互动的数量也明显增多。来自全球的粉丝也乐于提供优质的内容，比如精美的南航飞机图片，与其他粉丝分享，形成粉丝共创内容的良好互动。

2. Launch of New Routes

Besides aircraft models, followers are attentive in China Southern Airlines' route destinations. Thus,whenever there is a newly launched service, China Southern Airlines will strongly promote it on the platform and the views often hit millions.

Take for example the launch of the service to Mexico City: the offi cial account organised a free event of interactions, encouraging users to tag their friends or family to win two round-trip tickets to Mexico City. There were over one million views for this event. As for the Rooster Year event planned at the beginning of 2017, it received great feedback from overseas followers and had more than one million views, winning over 80,000 new followers during the event.

2. 新航线开通

除了飞机机型，粉丝最关心的问题还有南航在各地的通航点，所以每当南航有新航线发布，都会在facebook进行大力推广，曝光度达到百万级。

Case in Europe: Telling Chinese Stories in Foreign Languages

On August 10th 2017, the total number of China Southern Airlines' social media followers in Europe exceeded 100,000. The operation of China Southern Airlines'social media in Europe is run by the company's Amsterdam Offi ce. For the past four years, the offi ce has diligently developed both Dutch and European markets,facilitating the increase of followers via every offi cial account on social media and organising a series of striking events which received positive feedback.

quot;The few years when the Amsterdam Offi ce was in charge of the operation of China Southern Airlines' social media in Europe was also the time when the company vigorously expanded in Europe. China Southern Airlines' social media accounts are platforms not only for reaching the clients and promoting the company image but also to bridge China and Europe by telling Chinese stories and sharing European experience.quot; concluded by Pang Yedong, General Manager of China Southern Airlines' Amsterdam Offi ce.

聚焦欧洲：用外国语言，讲中国故事

2017年8月10日，南航欧洲社交媒体总体粉丝量突破10万人大关。 “南航欧洲社交媒体账户不只是联系客户，宣传南航形象的平台，更是沟通中国与欧洲，讲述中国故事，分享欧洲情怀的平台。”阿姆斯特丹办事处总经理庞业东总结道。

Story: Made his dream come true

Mr. Van Dam from the Netherlands is an 86 year old man whose lifetime dream is to see an Airbus A380. His family contacted the airport and the latter reached out to China Southern Airlines with the request. The company's Amsterdam Offi ce was determined to satisfy the old man's wish.The video clip of the old man touring on a China Southern Airlines' A380 was narrated in Dutch with English subtitles, receiving more than 500,000 views, 14,000 likes and 2,000 shares. The impact is immense.

故事：帮助85岁荷兰老人实现参观A380的梦想

一位名叫范丹的86岁荷兰老人，希望有生之年能够参观A380飞机，他的家人联系机场，机场联系到南航，办事处决定帮他实现这一愿望。老人参观南航A380的视频，用荷兰语解说，配以英语字幕，观看量超过50万人次，被1.4万人点赞，近2000次转发，产生了广泛的影响。