Birmingham Airport takes control of social media using CrowdControlHQ

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Birmingham Airport is using the social media risk management and compliance platform CrowdControlHQ to manage and monitor its social media interactions with nearly 10 million passengers a year.

The platform also helps the airport to track the performance of joint marketing campaigns with its network of commercial airlines and other partners.

David Lavender, press and social media officer, Birmingham Airport, commented, “Prior to the implementation of the CrowdControlHQ platform there was no efficient way of monitoring what was being said about the airport across multiple social media networks, which was a potential barrier to managing our corporate brand effectively. It soon became clear that technology was the way forward.

“After testing three other solutions and following the recommendations of users, we selected the latest social media risk management and compliance platform from CrowdControlHQ. The solution is 100% web-based and easy to use, and CrowdControlHQ offered us the expertise and real-time visibility we needed to capture all our social media activity, both inbound and outbound, with the added bonus of providing a robust audit trail to match.”

Birmingham Airport’s press office and the airport control center use CrowdControlHQ to respond to passenger enquiries and post important information during busy periods. Users can monitor multiple social media networks simultaneously from one single dashboard. At a glance, they can see which passenger has replied to each theme on a specific social media network and how the airport has responded, guaranteeing accuracy, consistency and speedier response times.

CrowdControlHQ has also helped with the airport’s outbound marketing initiatives. It has simplified and accelerated the process for disseminating valuable content directly to passengers and is regularly used to launch new routes.

Birmingham Airport regularly collaborates with airlines on digital campaigns such as competitions and offer-led incentives and it is not unusual for several different campaigns to run at the same time. The special campaign and analytics features within CrowdControlHQ can track the performance of each separate campaign by capturing key analytics such as the number of responses, reach and clicks, and then producing individual summary reports that can be shared with the various airlines. In addition to time savings, the scientific, tailored approach is an attractive sales proposition for other prospective marketing partners.

CrowdControlHQ’s advanced reporting capabilities also allow the airport to produce monthly reports for the senior management team that can be used commercially and operationally to make improvements to specific services or change the emphasis of the marketing activities.

James Leavesley, CEO of CrowdControlHQ, said, “Round-the-clock organizations like Birmingham Airport that serve millions of passengers recognize the huge benefit of immediacy that social media brings to their customer engagement activities.

“We provide them with a powerful business tool that demonstrably manages social media interactions from end-to-end, putting them in complete control of today’s highly dynamic digital world. In a nutshell, our technology helps them to protect their brand and produce powerful marketing campaigns that inspire confidence in their commercial partners, drive revenues and ultimately enhances the overall customer experience.”

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About Author

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Helen has worked for UKi Media & Events for nearly a decade. She joined the company as assistant editor on Passenger Terminal World and since progressed to become editor of five publications, covering everything from aviation, logistics and e-commerce to meteorology. She has a love for travel and property and has redeveloped three houses in three years. When she’s not editing magazines, she’s running around after her two boys and their partner in crime, Pete the pug.

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