“How many times do guests have a one-on-one experience with a large brand? It’s very rare, so we take this as our opportunity to allow those one-on-one connections to be formed, and we believe this is what will create loyalty over the long run.”
– Michael Roy, Social Care Program Manager at Alaska Airlines
Welcome to OnBrand! In this episode, host Sarah Grace McCandless sits down with Michael Roy, the Social Care program manager for Alaska Airlines, to learn more about how progressive brands are building real, tangible value for their customers and creating powerful, lasting engagement through social media. Don’t miss their talk on the role of data in social media customer experiences (CX), how Alaska’s commitment to safety has informed their behavior and marketing during the pandemic, their creative SAFETY dance video, and much more!
Simply posting content in today’s social media–driven world is a one-way approach to a two-way medium. When unique, individual customers reach out to a brand, they expect a tailor-made response that considers not only their needs, but also their desires and the challenges they face. And it’s not enough to just solve problems — you have to be there for your customers during the good, bad, or ugly.
But that’s what’s so great about social media — it brings us all together. For brands, prioritizing social engagement is not only an impactful way to connect with customers, it’s an equally important channel for them to see and reach out to you.
Michael explains: “We can push a lot of messages out to our guests, but the way we communicate with our other guests — the way guests can see that Alaska Airlines is there on social media to assist, help, have fun — that creates a marketing opportunity in-and-of itself. And it happens organically.”
“I think it’s that genuine, loving care that people see, and that they can really enjoy — and that’s what I love about our mission at Alaska Airlines on social: It’s about real people having real conversations. We’re here to inform, educate, and have fun on social—and we create fans along the way. I think back over the years — we’ve even had some of our social agents asked out to prom — it’s amazing. It’s simply amazing the power of social to take our big giant world we live in and make it a bit smaller,” Michael says.
Now the Social Care program manager for Alaska Airlines, Michael Roy has plenty of experience creating positive relationships between customers and the brands, products, and services they love. Formerly owner of an award-winning restaurant prior to his successful foray into enterprise, he brings his insightful blend of hospitality and careful attentiveness to the business world in a host of incredibly innovative ways.
Join us and find out how connecting with your customers at every stage of the journey can contribute to real, lasting relationships and brand advocacy in this episode of OnBrand!