A presentation regarding the digital strategy for Singapore Airlines

1. DIGITAL EXPERIENCE IS NOT A
CHOICE BUT A REQUIREMENT
PRESENTED BY: JIANHONG HU

2. The Issues Singapore Airlines are facing
• Website glitches
• Slow replying rate on social media
• Less engagement on Facebook and Twitter
• Not active on LinkedIn

3. Results
• Losing gadget-savvy travellers
Target Audience
• Upper middle class and upper class

4. Big Idea
• Launch a campaign
• Focus on improving digital experience
• Three stages

5. First Stage
• Fix website glitch issues
• Increase usability
• Examples
– 24/7 technology support
– less options on its mobile version
– More using patterns in its mobile version

6. Second Stage
• Inbound advertising
– Email marketing
• Outbound advertising
– Cooperate with popular travelling websites
– Target correct keywords on the search engine
market
– Using social media to promote its service and
products

7. Last Stage
• Create an opinion page on Facebook
• Encourage audiences to write their feelings
regarding the change of SIA’s digital
experience

8. KPI-Metrics
• Timeline: a year
• Goals
– Positive attitudes on the new digital experience
– Good website traffic and high download rate of
mobile apps
– Nice engagement rate on social media
• Assessment: email survey, click through rate of
the ads and purchasing rate and the number and
the tones of comments

9. KPI-Metrics
• Elements of determining the success of the
campaign
– More than 50% of positive views on the survey
– Click through rate and purchasing rate both
increase by 30%
– More than 500k of comments on Facebook
opinion page and 50% of positive comments

10. Budget
4000, 5% 2000, 3%
8000, 11%
30,000, 40%
30,000, 41%
Dollars
Social media marketing
Email marketing
Mobile marketing
Display advertising
Search marketing
In total: $74,000