Virgin Atlantic. Brand Sociability Consultancy.
Virgin Atlantic - becoming a sociable business
"Qube's brand sociability study provided valuable insight into Virgin Atlantic's sociability as a company and will inform our ongoing social media strategy online."
Allison Wightman, Head of Marketing Systems, Virgin Atlantic.
The challenge
Virgin Atlantic has been active and successful in Social Media from a grass roots level for nearly two years.
However, their success has put demands on resources and subsequently raised the need for a more rigorous, measurable strategic approach.
They asked Qube to undertake a Brand Sociability Review to help them.
What is Brand Sociability?
Being a sociable brand is essentially about having conversations. Those conversations can be both inside and outside your company.
Having a conversation is not something that has driven business agendas in the past. As such, many companies are finding themselves flung into un-chartered territory.
The tools of social media, such as Facebook or Twitter, are just that, tools. They do not equip companies with the skills, processes and culture required to have meaningful or useful dialogue that will further your business and brand.
Qube's Sociability Review explores both the internal and external challenges and realities of introducing 'sociability' to your organisation.
We evaluate where you are on a sociability scale and provide a roadmap for how to successfully move forward from your current position and maximise the potential - and ROI - of your social engagement.
What we did
Qube has developed a unique methodology to explore a brand's sociability. For Virgin Atlantic, this included:
- a review of all relevant client documentation
- industry specific desk research (best practice)
- depth interviews with all department heads and stakeholders (including non marketing)
- an employee survey focused around 'conversation enabling'
- 'conversation valuing'
- social media metrics analysis against a competitive set as defined by Virgin Atlantic.
This consultative, rather than simply analytical, approach contributes to building a full strategic business case for Social Media engagement.
Results
Our thorough consultation has helped Virgin Atlantic shape their next investment decisions in the social space and ensure they stay ahead of the game as innovators and a challenger brand.
We highlighted where the key existing successes and issues in their engagement were and identified new opportunities for the future.
We offered a holistic view of how social media initiatives and activities impact different areas of the business.
Our consultation has given Virgin Atlantic an invaluable insight into levels of understanding and acceptance in different areas across their entire business.
The project has been extremely well received internally, not only providing strategic direction and potential solutions but also by engaging people at all operational levels.
As a new area, internal awareness and adoption of social technologies are key factors in the successful implementation of a social strategy. Our work has helped Virgin Atlantic to strategically plan for the future to ensure their social spend generates the best possible ROI.
Email us or call us on 01273 689 672 to see how we can help you.