Ashutosh K

Fahim B
Parasram M

1501007
1501078
1501025

Group 8

Prem Kishor 1401095

Rushin P
1501098
Ulkrisht S 1501112

WestJet: A new social media strategy

1. Between Snapchat and Pinterest what should Bartrem and Hounslow select and why?
Parameters

Snapchat

Pinterest

Functionality

An empirical messaging app for

sharing and/or watching videos.

User base

Involves 18 percent of all social

media users in US

A place where people can go and

get ideas for any project or
interest in their life. Connecting
with people who manifests one
thing you want your life to be
like.
Acquired more than 30 percent
of US social media users

Daily Active Users

100 Mn

Company Valuation

$ 3 Bn (in 2013)

17 percent users visited website

daily
Average time spent ~ 14.2
mins/visit
$ 11 Bn (in 2015)

Demographics (Gender)

30 percent Male
70 percent Female

15 percent Male
85 percent Female

Demographics (Age)

18-24 yrs. 45%

25-34 yrs. 26%

25-34yrs 26%
35-44yrs 21%

International Users/Competitive
Advantage

NA

45% of users outside US

Existing Airline Subscribers

Aer Lingus, Air New Zealand,

Wow Air and Virgin America

Features

Only videos/photos can be

shared or viewed

Long list which includes

SouthWest, Air New Zealand,
British Airways, American and
Virgin America etc.
Varying information is provided
which includes travel tips,
holiday destinations, delicious
gourmet meals, shopping centers,
future vacation ideas etc. that can
be helpful to the users

Considering all the above factors we recommend Richard Bartrem, vice-president of marketing and
communications & Greg Hounslow, manager of social media to consider investing in Pinterest,
which would best fit WestJets short-term and long-term social media strategy.

Ashutosh K
Fahim B
Parasram M

1501007
1501078
1501025

Group 8

Prem Kishor 1401095

Rushin P
1501098
Ulkrisht S 1501112

2. Provide your implementation plan. Without any budget increment will WestJet be able to
build a 'serious presence'? In your plan please define what you mean by 'serious presence'.
Step 1: Identified Pinterest as the social media platform where presence of WestJet should be felt.
Step 2: Research competitors Pinterest to find their largest following. Identify the customer segment
which uses our competitors Pinterest feeds.
Step 3: Create multiple accounts pertaining to the needs of the customer segment ranging from 22-34
yrs. and 35-50 yrs. or contents based on gender and cultures.
Step 4: Fill different feeds with content related to news, interesting facts about different places where
customers are travelling, food, clothing, country and city life, parties and nightlife, adventure spots
and world heritage sites etc.
Step 5: Provide excellent imageries with the help of a professional designer and promote use of
Pinterest among frequent flyers.
Step 6: Regularly revise/update the content by including Infographics, Videos, News and reviews.
Step 7: Collect timely reviews from flyers and post those reviews in the feeds which will prospective
customers to plan their trip from booking flights to visiting famous places to booking return tickets
everything depending on their spending.
Step 8: Initiate weekly and monthly reviews about the returns from Pinterest to WestJet.

Yes, WestJet can be able to build a serious presence. West Jets social media presence is more than a
sales tool. Its a culture of sharing and WestJet customers share more than most. The social media
presence allows them to make meaningful connections with guests, and potential guests, even when
they are not traveling.
WestJet also uses social media to announce new business processes, such as when the check in
process changes at airport. One can reach and connect with people all over the world. Even if you
may not be interested in doing business with people all over the world, social media can be important
in connecting us with our local community and potential customers. Smart strategy not only help in
getting lots of views, but also used to leverage the viewers to share it even more by presenting another
give away. So they can create a path to continue to engage viewers.
Social media network is a place where people can go to get ideas for any project or interest in their
life. And as we encounter greater ideas and discover new things that we did not even know were out
there, we can pin them and make them part of our life through our system of boards.