Social media in the airlines business, 1st journey, 2011
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How can airlines use social media to enhance thier business prepared by: Hatem Kameli, 2011
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Social media in the airlines business, 1st journey, 2011
- 1. 6/19/2011
- 2. What is Social Media ? Social network Blogs Micro blogs Wiki Social Media is an Photo sharing Online interaction channel Video sharing opened for the Virtual world purpose of mass Content rating Collaboration. Slide sharing Social bookmarking Social news …. …. and more 6/19/2011
- 3. • 1st largest Social web on the Internet Alexa.com 2011 Source : Social Bakers Jan 2011 6/19/2011
- 4. Social Media Growth - Facebook • 1st largest Social web on the Internet • 2nd largest site on the Internet • 700,000,000 users in the world ( facebook.com May 2011 ) • +280,000 Saudis joined facebook in Jan 2011 (facebook.com 2011) • +9,000 Saudis register to facebook daily • 61 % of global companies using Facebook Companies with Facebook Source : e-Consultancy 2011 6/19/2011
- 5. Social Media Growth - YouTube • 2nd largest social web on the Internet • 3rd largest site on the Internet • KSA ranks the highest in the world in YouTube • 2 billions views / day • 700 billion views, 2010 • 15 hours video uploaded every minutes • 57 % of global companies using YouTube Companies with YouTube 6/19/2011 Source : e-Consultancy 2011
- 6. Social Media Growth - Twitter • 3rd largest social web on the Internet • +300 million users in the world • 460,000 new accounts /day. • 182%. Increase in number of mobile users in 2010 • 77 % of global companies using Twitter Companies with Twitter Source : e-Consultancy 2011 6/19/2011
- 7. Social Media Growth •Social-Media Services to Replace E-Mail as the Primary Vehicle for 20 Percent of employees to use social networks as their business communications by 2014 •By 2016, social technologies will be integrated with most business applications ( Gartner 2011) 6/19/2011
- 8. What are The Benefits of Social Media to the Airline Industry 6/19/2011
- 9. Benefits of Social Media to the Airline Industry • Increase revenue and sales • Reduce cost • Increase brand awareness and engagement • Improve service levels • Improve customer satisfaction and loyalty • Better understand your buyers • Increase web site traffic • Enhance multichannel campaign efforts 6/19/2011
- 10. We have studied Social Media of the following leading airlines: 1. Malaysia Airlines 2. Delta Airlines 3. Air France 4. Lufthansa 5. Continental Airlines 6. American Airlines 7. Air Asia 8. JetBlue Airways 9. Virgin America Airlines 10. British Airways 11. Southwest Airlines 12. KLM Airlines 13. Etihad Airways 14. Turkish Airlines 6/19/2011
- 11. Leading Airlines Provide the Following Social Media Services • Make a booking • Manage a booking • Flight Status • Check –in • Select seat • Payment • Send Boarding Pass Bar Code to ( email & Mobile ) • Timetable • Promotional Offers • Loyalty Program • Connecting with Smart phones • Advertising Opportunity • Contact Information • In-flight services • Travel and destination guides • Entertainment • Newsletters 6/19/2011
- 12. Best of The Airlines Social Media Performance Awards (Simplifying.com ) • Best use of Social Media to drive revenue ( Malaysia Airlines ) • Best use of Social Media to marketing campaign (Lufthansa ) • Best use of Social media, Strategic Video Awards (Southwest Airlines ) • Best Twitter page on March 2011 ( Delta Airlines ) 6/19/2011
- 13. Airlines in The Social Media ( Facebook & Twitter ) Percentage of Followers ( facebook vs. twitter ) in some airline companies 6/19/2011
- 14. Facebook Content - Airlines • Facebook is for Advertising in the airlines Public Relation Social Activity Advertising Direct mail Word-of-mouth Selling Sales promotion Sponsorship Source : Air Transport Research Society (ATRS), July 2010 6/19/2011
- 15. Twitter Content - Airlines • Twitter is for Relationship / Customer Services in the airlines Public Relation Social Activity Advertising Direct mail Word-of-mouth Selling Sales promotion Sponsorship Source : Air Transport Research Society (ATRS), July 2010 6/19/2011
- 16. Case-studies Malaysia Airlines Travel 6/19/2011
- 17. •Almost 302,300 subscribers on Facebook! •Booking, Payment, Manage, Check-in, sharing , in- flight services •Malaysia MHBuddy system not only lets passengers check-in and print out boarding passes, it also gives them the ability to see if other Facebook friends are on the same flight 6/19/2011
- 18. Invite your friends on your trip 6/19/2011
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- 23. Case-study Delta Airlines 6/19/2011
- 24. • +142,000 subscribers on Facebook •Booking, Check-in, Flight status, loyalty program , Statistics and assist passengers flying Delta Airlines 6/19/2011
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- 26. Monthly Statistics 6/19/2011
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- 28. Case-study Lufthansa Airlines 6/19/2011
- 29. • +207,000 subscribers on Facebook • Booking, Loyalty program, in-flight services and newsletter •As with most airlines on Facebook, complaints requiring a response should be addressed to their main website 6/19/2011
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- 32. Connecting with Smart phones & Tablets 6/19/2011
- 33. Case-study Delta Airlines: “@Delta” 6/19/2011
- 34. •Almost 183,000 people follow this account • + 3,000 tweets •Delta Airlines actively serves customer needs via Twitter. 6/19/2011
- 35. Delta gets serious about customer service! Delta Airlines has a separate Twitter channels to listen and respond to customers. They’re not even afraid to apologize! 6/19/2011
- 36. Great response rates! This is possible due to a dedicated team of about 10 people handling customer requests. Goals Driven Customer Service Source : Delta airlines 6/19/2011
- 37. Case-study JetBlue: “Cheeps” 6/19/2011
- 38. •Almost 1,625,000 people follow this account! • + 6,700 tweets •updating passengers on flight status/delays, and sharing photos, experiences, and general news from the airline. 6/19/2011
- 39. Cheap tickets sold every Tuesday morning on Twitter JetBlue sells last minute, limited- availability, cheap flights every Tuesday. 6/19/2011
- 40. Fills up capacity, drives revenue! Not only does it help fill up capacity, it drives more user traffic to JetBlue website Goals driven Revenue 6/19/2011
- 41. Case-studies Delta Airlines & Lufthansa 6/19/2011
- 42. • +4.65 millions upload views • + 230,000 channel views • almost 6,000 subscribers Delta’s YouTube channel has a host of videos ranging from airline initiatives to in-flight services, travel guides and Entertainments 6/19/2011
- 43. • +600,000 upload views • + 127,000 channel views • almost 2,500 subscribers Videos about experiences on Lufthansa aircrafts ,announcement of the new aircrafts and guide to use the services 6/19/2011
- 44. Building Social Media Strategy Business Goals/Objectives Measure Business Outcomes & Define Domain Impact ROI Who Determine level of Engagement Awareness, Reach, Frequency Identify Audiences 6/19/2011
- 45. Business Goals/Objectives Measure business Define Domain outcomes & Impact ROI Who Determine Awareness, Re level of ach, Frequency Engagement What are the Business objectives that you Identify would like to achieve it through social media ? Audiences Build awareness Build relationships with customers Improve customer service Generate sales … etc 6/19/2011
- 46. Business Goals/Objectives Measure business Define Domain outcomes & Impact ROI Who Determine Awareness, Re level of Engagement ach, Frequency • What are the areas that will be impacted ? Identify ( PR, Marketing, Sales, Product Management, IT ..etc ) Audiences • Define Priorities 6/19/2011
- 47. Business Goals/Objectives Which Social Media tool will be best to Measure business Define Domain help meet the objectives? outcomes & Impact ROI Who Determine Awareness, Re level of ach, Frequency Engagement Identify Audiences 85% of companies using Facebook part of their Social Media marketing strategy 6/19/2011 Source : e-Consultancy
- 48. Business Goals/Objectives Measure business Define Domain outcomes & Impact ROI Who Determine Awareness, Re level of The audience include people and organizations that ach, Frequency Engagement are known, unknown, internal, external, experts or Identify Audiences amateurs •Employees •Business Partners •Customers 6/19/2011
- 49. Business Goals/Objectives Measure business Define Domain outcomes & Impact ROI Who Monitoring & Listening Determine Awareness, Re level of ach, Frequency Discovering : analyze the conversations it is monitoring Engagement Identify Audiences Sharing & Participating : Interact with audiences Co-create : involved with the audience on an ongoing basis ( e.g. : ask the collective for feedback on branding) 6/19/2011
- 50. Business Goals/Objectives Measure business Define Domain outcomes & Impact ROI Who Determine Awareness, Re level of ach, Frequency Engagement Identify What business outcomes did you achieve ? Audiences Loyalty? Sales? Branding? .. Etc What was the ROI ? Best Social Media Measurement tools : • Buzz Metrics (Nielsen ) • Conversation Monitor (Converseon ) • Radian6 Dashboard (Radian6 ) • SM2 (Alterian) 6/19/2011
- 51. Business Goals/Objectives Measure business Define Domain outcomes & Impact ROI Who Determine Awareness, Re Who is leading the social media initiatives? level of ach, Frequency Engagement Identify Audiences Line of business (e.g. marketing, sales, PR) Multiple groups are leading separate initiatives IT Social media steering committee HR 6/19/2011
- 52. Five Success Plan Recommendations 1. Consistency Keep the purpose consistent with fulfill goals/objectives and audience needs 5. Creativity 2. Coordination Establish principles, values and expectations social media are not disconnected from other then trust employees to do the right things business functions on social media 4. Conversation 3. Charter Engage with collective an opportunity to have Assign responsibility for plan development, meaningful conversations on social education, execution, governance and refinement media, then listen and act on their input of social media initiatives 6/19/2011
- 53. References : • Gartner • Google • Facebook • Twitter • Alexa • YouTube • Simpliflying • E-Consultancy • Social mention • ATRS • IATA 6/19/2011
- 54. Thanks 6/19/2011