Emirates Airlines Digital Marketing Plan

1. Emirates Airlines – Digital Marketing Plan
Prepared by:
Abhinav Mahajan
Anirudh Srivastava
Anish Gupta
Nisarg Gupta

2. Global rankings according to
SOCIAL MEDIA response time
1. Air Canada
2. Etihad Airways
3. Lufthansa Airlines
4. Singapore Airlines
5. Delta Airlines
6. Qatar Airways
7. Emirates Airlines
SITUATION ANALYSIS
Higher number of dissatisfied customers due to delayed response to queries
Rank Global ranking Average response time
1
2
3
4
5
6
7
Qatar Airways
Singapore Airlines
Air Canada
Emirates
Delta Airlines
Lufthansa Airlines
Etihad Airways
1 hr. 39 min.
20 min. 37 sec.
9 min. 1 sec.
3 hr. 39 min.
31 min. 4 sec.
21 min. 48 sec.
11 min. 21 sec.
9 min. 1 sec.
11 min. 21 sec.
21 min. 48 sec.
20 min. 37 sec.
31 min. 04 sec.
1 hr. 39 min.
3 hrs. 39 min.

3. OBJECTIVES
TO REDUCE THE RESPONSE TIME TO 8 MINUTES IN 6 MONTHS
undertaking effective control measures in order
TO ENSURE BETTER CUSTOMER EXPERIENCE
and increase customer satisfaction
TO WIN BACK THE CUSTOMER BASE
lost due to delayed response time on
social media platforms

4. INITIATING A SOCIAL MEDIA CAMPAIGN
to re-instigate relationships with customers
lost due to delayed response on social media platforms
STRATEGY
Emirates needs to come up with strategies to ensure quicker response and
better customer service
STRENGTHENING DIGITAL MARKETING
in order to ensure enhanced customer interaction

5. TACTICS
Emirates to incorporate Zendesk and launch live chat for better customer
service and launch a digital campaign to communicate the new promise
LAUNCH CHAT-BOX
On website to enhance
customer interaction
ZENDESK
Implementation to reduce
response time and provide
better solutions
SOCIAL MEDIA CAMPAIGN
Conveying the message of reduced
response time and improved
customer experience

6. ACTION & CONTROL
Compete with the other airlines we need to achieve a response time of 8
minutes by June
BACK END OPERATIONS
In May a month long “12 minutes response time” internal program will be launched
If successful campaign will be officially live from June
BACK END OPERATIONS
following the success of 12 minutes, response time will
be taken down to “8 minutes” from June
FRONT END OPERATIONS
Launch of SOCIAL MEDIA CAMPAIGN to promote
“12 minutes response time”
Evaluation of internal program via Zendesk
ensuring that we achieve the “12 minutes response time”
Phase 1:
Phase 2:

7. What is Zendesk?
CUSTOMER SERVICE PLATFORM
to ensure meaningful, personal and productive customer relationships
Helps companies in
Features
1. Ticketing System
2. Knowledge Base
3. Community Forums
4. Help Desk Software
5. Security
6. Tech Specs
OMNICHANNEL SUPPORT SCALING WITH SELF SERVICE
Seamless customer service
across all channels
Improved resolution rates, lower support costs
and happier customers

8. Products offered
Support
Guide
Chat
Talk
Message
Inbox Team Email
Explore
Connect + Outbound
Integrations & Apps
Embeddable
Insights & Analytics
Product Updates
What is Zendesk?

9. How will Zendesk help Emirates?
TICKETING SYSTEM &
SEAMLESS CHANNEL INTEGRATION
Consistent customer service:
Zendesk acts a common share drive
for customers’ queries
Irrespective of queries on email – chat – twitter – facebook etc.
Support agent is always provided with a consistent ticket, hence
making ticket management to solve customer grievances easily.
Zendesk allows customers to connect through
any channel they are comfortable with.
BACK END OPERATIONS

10. SERVICE LEVEL AGREEMENT
Zendesk lets your team easily
see SLAs and avoid breaches
Will enable Emirates to apply SLAs based on the
conditions they set and then track metrics down to
the minute.
Consistent customer service:
How will Zendesk help Emirates?
BACK END OPERATIONS

11. FRONT END OPERATIONS
The Chat Box
The
Chat Box
CHAT BOX WILL HELP CUSTOMERS TO INTERACT FEASIBLY
with support agent directly, with getting on IVR calls
w.e.f. June, 2018

12. FRONT END OPERATIONS
The Social Media Campaign - #8minutes
July 2018 – August 2018
8 minutes response timeFacebook
#8minutesInstagram
LinkedIn 8 minutes response time
Twitter #8minutes

13. FRONT END OPERATIONS
#8minutes Objectives
ACHIEVE INDUSTRY RANKING OF #1 AIRLINES
In customer interaction on social media platforms
by august 2018
ENHANCE CUSTOMER INTERACTION
Lost due to delayed response rate
INCREASE FOLLOWERS AND TRAFFICE ON RESPECTED PLATFORMS
Facebook
10 Mn
fans
Twitter
1.5 Mn
followers
Linkedin
9 Mn
followers
Instagram
3.5 Mn
followers

14. FRONT END OPERATIONS
#8minutes Target Audience
Airlines
Primary Audience:
Business Travelers
Secondary Audience:
Passengers / families travelling
for leisure

15. FRONT END OPERATIONS
#8minutes Tactics
With the aim of educating people about the decreased response time social
media campaign will roll out certain posts, tweets and articles
LINKEDIN:
1 article every week about the entire campaign including #8minutes
FACEBOOK:
3 posts a day including #8minutes
TWITTER:
8 tweets a day #8minutes
INSTAGRAM:
8 posts a day having screenshots of customers’ testimonials
and support office pictures while resolving queries #8minutes
Campaign will be run and analyzed across social media platforms via Hootsuite

16. FRONT END OPERATIONS
#8minutes Tactics
Emirates airlines starts a new #8minutes response time program in
order to increase efficiency in terms of customer interaction and to
broaden their customer
reach
Linkedin
Emirates airlines starts a new #8minutes
response time program in order to increase
efficiency in terms of customer interaction and
to broaden their customer reach.
Twitter
Emirates airlines starts a new #8minutes response time program in
order to increase efficiency in terms of customer interaction and to
broaden their customer reach.
Facebook
Emirates airlines starts a new #8minutes
response time program in order to increase
efficiency in terms of customer interaction and
to broaden their customer reach.
Instagram

17. FRONT END OPERATIONS
#8minutes KPIs
LINKEDIN
Post Performance
Will enable Emirates to review impressions,
clicks, and engagements on the articles published
Page Reach
Analytics module in Linkedin will allow Emirates
to review the performance of 7 previous days
Engagement Rate
It will help Emirates to review how many times a
particular post was clicked, liked, commented on
and shared both in organic and paid through
campaign
Followers Demographics
This will help Emirates to know
Who are the people following Emirates Linkedin page?
What industry do they work in?
What function do they occupy?

18. FRONT END OPERATIONS
#8minutes KPIs
TWITTER
Reach and Posts
This will help Emirates to ensure that tweets are
reaching a wide audience and will compare the
performance of tweets of last 30 days
Retweets
Using this metrics Emirates can see the retweets
of their tweets in last 7 days
Influencer Ranks
This will help Emirates to track which Twitter
influencers would be the most efficient at getting
the word out.
Competitor Ranks
This KPI will help Emirates to identify the biggest
competitors in the space

19. FRONT END OPERATIONS
#8minutes KPIs
FACEBOOK
Audience Growth
This will help Emirates in analyzing:
• How quickly fans are following?
• What type of audience is Emirates building?
• How close is the audience is Emirates building to their target audience?
Audience Engagement
This will help Emirates in analyzing:
• Is the audience interacting with the content?
• Is audience engaging?
• Is Emirates responding to comments on posts?
Content Reach
This will help Emirates in analyzing:
• How many people are seeing Emirates content each week?
• What is Emirates doing to improve reach?
• Is Emirates getting referral traffic from Facebook?
Conversions
This will help Emirates in analyzing:
• What is the conversion rate?
• Which landing pages had highest conversions?
• What is your lead process?

20. FRONT END OPERATIONS
#8minutes KPIs
INSTAGRAM
Comments Received
This will help Emirates in analyzing how
engaging is the content
Engagement Per Follower
This will help Emirates in analyzing engagement
relative to the audience size
Followers Gained
This will help Emirates in analyzing the total reach of the posts
Referral Traffic
This will help Emirates in analyzing how much traffic
website receive from Instagram