BLOG AND
SOCIAL MEDIA CASE
Mundi is a flight and hotel metasearch. Instead of searching multiple sites to find the best options, you search on Mundi, and it shows everything on a single page.
What was done?
Back in 2016, I remember Globo Repórter, which aired on Fridays, was about to feature a segment on Fernando de Noronha. I knew this would spark natural curiosity among viewers. So, I prepared a highly detailed blog post about the cost of traveling there.
People watched the show, searched on Google, and found my article using the term "how much does it cost to travel to Fernando de Noronha."
There was a boom in hits, and even friends of friends came to comment that they had read my article on Google. That was when I felt famous for the first time =)
The blog brought excellent results and was very well regarded within the company.
As I was responsible for Social Media for many years and also for CX, I was directly connected with the public, and understood their pain points and the way they communicated.
Therefore, I was able to answer basic questions that few players bothered to ask. Some examples:
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boarding passes;
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how to check in;
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how to buy tickets with debit ;
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buy with a bank slip;
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etc.
And another great case was the blogpost about How to Travel with Pets on GOL, AZUL, LATAM and AVIANCA .
It even appeared in first place for a long time, even before GOL itself.
And to this day, 06/04/2023, it appears on the first page of Google results, even though it is a post from seven years ago.
And the KAYAK post, which I would write a few years later on the same topic, features a result above.
Empathetic and differentiated work
on Social Networks
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Working in travel is great, but it is usually tied to dreams, which makes it a somewhat delicate subject, as it is easy for people to get frustrated or not understand the company's proposal or the current promotion right away.
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With this in mind, my work on social media has always been focused on working on two main fronts: inspiring people to travel and teaching people how to travel.
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The inspiration was to generate content about places, foods, tourist attractions, curiosities, events, phenomena. Everything that a person would find in that place to have fun, relax, fulfill a desire.
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We had two well-defined audiences: those who were starting to travel by plane (or who wanted to start), and those who were already frequent flyers and used us as a hack.
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As I said before, not every player had the patience to teach someone how to travel. And I believe that this was the great difference in Mundi's Content and Social Networks.
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My dedication was enormous in this regard. I gave step-by-step instructions, taught in detail and, most importantly, I never failed to respond to anyone.
Bonus Case:
how I saved 2-3 hours of work per day by automating processes
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Our team was lean, especially after two restructurings, and the CX department (which I was in charge of) was always full. It was normal to spend at least 4/5 hours answering emails with user questions.
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So I created a cluster with the subjects that were most discussed, developed materials for the blog (which I also looked after) on those topics, and created email templates for each subject with the blog link and a short summary in the body of the email.
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That is, by placing the user at the center, and by providing an immediate response in the body of the email, it already alleviated their anxiety. At the same time, the response could have been much more in-depth through the blog. And the blog itself ranked based on the number of clicks, in addition to searches.