How has WestJet’s social media efforts evolved over time and…

Simar_Gulati How has WestJet’s social media efforts evolved over time and…Image transcription textWESTJET: A NEW SOCIAL MEDIA STRATEGY Faizal Jiwani,Sarah Hardy, and Peter Tong wrote this case under thesupervision of Professor Derrick Neufeld solely to pro… Show more… Show moreImage transcription textIn 2014, Air Canada and WestJet carried more than 58 millionpassengers and generated a combined revenue of $17.2 billion.This represented a year-over-year increase of 7.2 per … Show more… Show moreImage transcription textWestJet’s low-cost structure enabled the airline to offer lowerfares relative to its competitors. It was estimated that WestJet’scost advantage was at least 30 per cent better than Ai… Show more… Show moreImage transcription textWestJet officially took over the Twitter account and hired its firstfull time Westletter dedicated to social media, Hounslow, tomanage both Twitter and Facebook. The timing was fo… Show more… Show moreImage transcription textvideos every day.” This was up from the September 2015report of four billion views, which was up from the May 2015report of two billion views. Snapchat was reported to … Show more… Show moreImage transcription textbillion.”The demographic makeup of Pinterest users wasfairly distributed with 26 per cent of users falling in the25-34-year-old group followed by 21 per cent in the 3… Show more… Show moreImage transcription textEXHIBIT 1: ESTIMATED DOMESTIC SCHEDULED CAPACITYMARKET SHARE Other 9% Westlet Air Canada 36% 55% Source:”OAG data based on ASMs during the period fro… Show more… Show moreImage transcription textEXHIBIT 3A: AIR CANADA FLEET PLAN ACTUAL PLANNED2014 2015 2016 2017 MAINLINE WIDE-BODY AIRCRAFTBoeing 787-8 Boeing 787-9 22 Boeing 777-300ER 17 … Show more… Show moreImage transcription textEXHIBIT 4: AIR CANADA AND WESTJET Q3 2015 REVENUEPERFORMANCE WestJet Air Canada 2015 2014 % change 20152014 % change Load Factor 78.4% 79.7% -1.6% 83.5%… Show more… Show moreImage transcription textEXHIBIT 6: WESTJET UNIT COST STRUCTURE, CASM-EX FUEL,ON THE RISE 18 16 1.70 1.86 14 2.20 1.70 1.67 1.21 2.20 1.201.00 4.50 4.34 4.26 3.16 3.50 4.70 4.32 3.20 3.50 cent… Show more… Show moreImage transcription textEXHIBIT 8: WESTJET SOCIAL MEDIA PLATFORMS OVER TIMETwitter YouTube WJ Blog Periscope added added added addedFacebook Instagram LinkedIn added added added July… Show more… Show moreImage transcription textEXHIBIT 10: WESTJET SOCIAL MEDIA DEMOGRAPHICSFacebook YouTube Female Male Female Male 13-17 0.5% 0.5%3% 3% Female Male 18-24 5% 4% 8% 14% Facebook 7… Show more… Show moreHow has WestJet’s social media efforts evolved over time and assisted with being a corporate voice and customer relations platform?Should Bartem and Hounslow opt to launch WestJet channels on Snapchat or Pinterest? NOTE: Research each platform and determine how well each could serve WestJet’s corporate voice and be consistent with its current branding.Research and describe one interesting new social media platform that is on the horizon (less than two years old). Should WestJet be actively exploring new arrivals like this new service or waiting until a platform is popular and proven before investing in it? What best fits WestJet’s short and long term social media goals? What is the criteria for success?What best fits WestJet’s short and long term social media goals? What is the criteria for success?What decision option best fits WestJet’s decision criteria and can be sustainable in the short and long term within the economic constraints provided in the case?With a budget allowance of $0 CAD, will WestJet be able to build a serious presence on its selected new social media platforms while maintaining its existing ones? Serious can be defined as adding value to revenue generation, customer service, and brand engagement goals (i.e. through social media platform selection and the respective roll out plan, how can this strategy/adoption of a new platform pay for itself) a. Describe the background of the company (Note: This section should set the context for the analysis) b. Clearly state the problem faced by WestJet and its leadership (Note: what specifically is the decision to be made within the context of the case. Ensure you specifically differentiate between the problem and its symptoms.) c. Demonstrate a thorough analysis supported by academic as well as other sources (Note: The analysis should be in response to the posed case questions and should incorporate assigned readings, the case and external sources.) d. Present recommendations (action plan) (Note: Ensure your recommendations are supported by evidence from readings and research). BusinessBusiness – Other