CAASs We are Aviators Facebook Journey Mavis Chung

CAAS’s We are Aviators Facebook Journey Mavis Chung Senior Manager, Manpower Development Aviation Industry Division Civil Aviation Authority of Singapore 1

Overview • CAAS’s youth outreach initiatives • We are Aviators • Lessons learnt on engaging youth through social media 2

Youth outreach initiatives 3

Outreach objectives To develop a passion for aviation in our youth To raise the entry rate of students from aviation courses into the industry 4 To educate youth about Singapore Aviation, its careers, and its role in nationbuilding

How have we been trying to reach 280, 000 students and educators a year? Why the youth? Who specifically? Our approach Engagement • Children develop aspirations and dreams at a young age, and consider these in their education specialisations • Secondary school level and above (13 and above) • Student influencers • Exposure to aviation work environments • Creating platforms for industry to engage with students • Fostering aviation themed-student clubs • Enabling partners to support outreach Entrenching interests • Air Scouts Integrating aviation into curricula • Aviation Learning • Inspiring Aviators series of • Aviation in Schools Journeys talks Initiative • Youth Aviation Ambassadors • Aviation Open House • Social Media • Media Campaign Encouraging partner Empowering -led aviation educators activities • Aviation Lesson Toolkits • Aviation Outreach Fund 5 • Aviation Immersion Programme

How could we do more? 6

We are Aviators Our social media engagement strategy 7

As part of our youth outreach strategy, CAAS created the We are Aviators Facebook page in September 2011 to engage youths on all things aviation Objectives Target audience www. facebook. com. Weare. Aviators • Increase information flow and access on aviation youth outreach • Strengthen CAAS and the aviation industry’s interaction with youth online • Provide a platform for the youth to engage each other on their common passion in aviation • Youths and young working adults aged between 17 to 25 years old • Individuals with an interest in aviation POSTS Per month 8 8 -10

A Facebook engagement plan was launched in 2015 and we achieved a significant increase of 220% in fan base. As of Nov 2016, WAA has over 34, 000 fans. • Over the course of the year, we’ve published 147 posts (an average of about 4 posts a week. • This year, our posts have reached a total of 6, 243, 405 (an average of 22, 298 a day). • On average 3. 19% of users reached engage with our content – which is above the industry engagement standard of 1% to 3%

Social Media enabled us to reach our target audience a lot more cost effectively 1 2 • • A significant number of engaged fans are women The number of female fans grew from over 5, 000 early this year to 8, 553 (40% increase) 3 Majority of the page fans are Male (75%) aged between 25 to 34 years old (36%) followed by 18 to 24 year old males (33%). Our most engaged fans fit the profile of our target audience: between the ages of 17 to 25 years old who are studying or have studied aviation and who are interested in or are currently pursuing a career in aviation.

Hashtags help readers orientate themselves within the page, enabling them to better participate in content creation and find the information they want #Dream. Of. Aviation Inspiring messages that aim to entice the youth in signing up for a career in aviation #Aviation. Trivia Aviation trivia factoids engagement contests and #Find. Your. Bearings Tips and infographics aimed at helping aviation aspirants #Aviation. Flight. Marker Important events and milestones in aviation history #Aviation. Aspirations Crowdsource fan stories, images and questions related to the aviation industry #On. The. Radar Relevant aviation news items and press releases

For contests, GIF games have been very popular lowentry activities and have helped to greatly increase page reach and engagement 3) Total Reach: 93, 525 Engaged Users: 2, 670 Engagement Rate: 2. 85% Reactions: 817 Comments: 754 Shares: 136 Total Reach: 62, 119 Engaged Users: 2, 096 Engagement Rate: 3. 34% Reactions: 891 Comments: 461 Shares: 126 Total Reach: 95, 423 Engaged Users: 2, 392 Engagement Rate: 2. 51% Reactions: 832 Comments: 435 Shares: 105

The most popular content buckets have consistently involved human interest stories and aviation trivia Total Reach: 95, 535 Engaged Users: 3, 834 Engagement Rate: 4. 01% Reactions: 1, 748 Comments: 12 Shares: 188 Total Reach: 60, 118 Engaged Users: 3, 108 Engagement Rate: 5. 17% Reactions: 801 Comments: 17 Shares: 55 Total Reach: 98, 880 Engaged Users: 6, 861 Engagement Rate: 6. 93% Reactions: 711 Comments: 32 Shares: 496

The best days for engagement are Wednesday and Thursday, and best times for likes and comments happens mostly during in the late afternoon to evening (from 4 pm onwards) 14

Summary of engagement analysis • Crowdsourcing testimonials (Eg: My Aviation Aspiration) has provided some of the most meaningful content for the page. In fact, quite a number of contestants have volunteered to be featured on the page. • For post formats, having a balanced mix of GIFs, blog/canvas posts, videos, link shares and photos has helped to drive reach. • Favourable designs tend to include people and infographics. • When it comes to shared news links, engagement is highly dependent on the subject matter – but the most consistent performing links usually include people stories.

Lessons learnt on engaging youths through social media Facebook continues to be a cost-effective, highreach platform for youth engagement; Human stories and aviation trivia appears to resonate well with our fans; People are more willing to go through content which interest them (i. e. they will read long article if it draws their interest. eg: Inspirational stories); Users tend to access FB page via mobile devices; important to ensure that content posted is mobile optimised. • 16

Even though WAA facebook page has yielded significant reach; important to continue efforts to sustain mindshare and engagement with youths: • Our next steps: Continue engaging youths on We Are Aviators Facebook page with educational and interesting content Work with our appointed social media agency to devise strategies that will continue expanding the reach of the posts Continue to measure the effectiveness of strategies implemented and make necessary adjustments to cater to the target audience

Thank you 18