Task 1: Social media marketing plan

Discover how easyJet can elevate its digital presence and customer engagement through a comprehensive social media marketing strategy tailored for the modern traveller.

Introduction to easyJet's social media landscape

easyJet has established a strong presence across social media platforms, including Instagram, Facebook, TikTok, X (formerly Twitter), LinkedIn, and YouTube. These platforms allow the company to communicate with customers, promote new destinations, advertise special offers, and strengthen brand awareness. However, due to increasing competition within the low-cost airline industry, easyJet must continuously improve its social media strategy to maintain customer engagement and increase direct bookings.

This social media marketing plan outlines clear objectives, activities and key performance indicators (KPIs) that will help easyJet improve its online performance and strengthen customer relationships.

Strategic marketing objectives

This social media marketing plan outlines clear objectives, activities, and key performance indicators (KPIs) that will help easyJet improve its online performance and strengthen customer relationships.

Objective 1: Increase brand awareness among travellers aged 18–35 by 20% within 12 months.

Objective 2: Increase social media engagement by 25% through interactive and customer-focused content.

Objective 3: Increase direct bookings generated through social media channels by 15%.

Marketing Activities

Create engaging Instagram Reels and TikTok videos featuring popular destinations, travel tips and behind-the-scenes content.

Partner with travel influencers and content creators to promote easyJet flights and holiday destinations.

Launch a user-generated content campaign using #FlyeasyJet, encouraging customers to share their travel experiences.

Run seasonal promotional campaigns offering limited-time discounts and exclusive social media deals.

Host live Q&A sessions and provide real-time customer support on Facebook and Instagram to improve customer engagement and trust.

Key performance indicators and activities

To achieve these objectives, a series of targeted activities will be implemented, with progress measured by specific KPIs. For instance, to boost brand awareness, we will track reach, impressions, and follower growth across all platforms. Engagement will be monitored through metrics such as likes, shares, comments, and click-through rates on interactive posts. Finally, direct bookings will be tracked using conversion rates from social media traffic to the easyJet website.

      KPI

                                                                                                                   Target

Social media engagement rate

                                                                                                          Increase by 25%

Follower growth

                                                                                                           Increase by 20%

Website traffic from social media

                                                                                                            Increase by 15%

Direct bookings from social media

                                                                                                             Increase by 15%

Reach and impressions

                                                                                                            Increase by 30%

Justification 

The proposed objectives and activities are designed to strengthen easyJet’s online presence and encourage customer interaction. According to Chaffey and Ellis-Chadwick (2022), social media marketing enables businesses to build stronger customer relationships, increase brand awareness and improve online conversions. Influencer marketing and user-generated content are particularly effective because consumers often trust recommendations from other users more than traditional advertising. Seasonal promotions and interactive content can also increase engagement and encourage customers to book flights directly through easyJet’s digital channels. 

Recommendations

To improve its social media marketing strategy, easyJet should increase the use of short-form video content on TikTok and Instagram Reels, expand collaborations with travel influencers and encourage customers to create and share authentic travel content. The company should also invest in personalised advertising campaigns based on customer behaviour and preferences. In addition, using AI-powered chatbots to provide instant customer support could improve customer satisfaction and strengthen long-term loyalty.