Aegean Airlines - A case study

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A brief presentation of the Aegean Airlines digital marketing case study, that started off from the website re-design and went on even to affiliation programs. (presented by Katerina Karayianni, Head of Digital Marketing, at the Online Marketing Conference 2011)

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Aegean Airlines - A case study

  1. 1. HIGH FLYINGDIGITALTACTICS AN CASE STUDY
  2. 2. About Atcom• Greeces leading internet technology company with a focuson web & mobile CMS products and development services.• A one stop shop partner to publishers, ad / media agenciesand brands, through a Digital Marketing unit that includesservices such as design, SEO/SEM, social media & affiliatemarketing• A growing international footprint, with offices in Londonand, shortly, in Dubai.
  3. 3. Aegean Airlines Ad creative Affiliate marketing website Social media SEO (coming soon)
  4. 4. Aegean Airlines Ad creative Affiliate marketing website Social media SEO (coming soon)
  5. 5. aegeanair.com powered by netvolution
  6. 6. aegeanair.com
  7. 7. aegeanair.com
  8. 8. Aegean Airlines on Facebook w to get 70 .000 likes OR ho in 120 days
  9. 9. Aegean Airlines Leading Greek airline Premium services brand Recession Commoditization
  10. 10. Aegean Airlines on Facebook• We made a thorough audit on what is being said about Aegean, and delivered a Baseline report, standing on mentions with the use of monitoring tools.• We rolled out a new content strategy for social media.• We rolled out a new communication plan for social media.• We refurbished Aegean’s Facebook Page, reflecting the brand’s values.12/2010
  11. 11. 1. Facebook page revampAegean Airlines on Facebook
  12. 12. 2. Getting closer to F-commerce
  13. 13. Aegean Airlines on Facebook «Πετάξτε τώρα για κάθε λόγο ανεξαιρέτως!» 13/12/2010
  14. 14. 3. Λογοµαχίες!
  15. 15. 3. Λογοµαχίες: RESULTS! + 300% in 30 days from 12.000 to 49.000 likes 8.000+ comments in 30 days 59.000 total votes!
  16. 16. Aegean Airlines on Facebook Thanking the fans at 50K milestone 4/3/2011
  17. 17. 4. 50.000 Fans & Miles: RESULTS! 17.000 brand ambassadors +7.000 new fans in a week
  18. 18. Aegean Airlines on Facebook Giving value back to the community, embedding social media in the core communication vehicle Offers! 29/3/2011
  19. 19. 5. Offer: Choose a destination Choose a destination
  20. 20. 5. Offer: Choose a destination
  21. 21. 5. Offer: Choose a destination
  22. 22. 5. Choose destination: RESULTS • +23.000 new fans 57K to 80K in 10 days • 4.500 + comments in 10 days • 30.000 + comments for each offer thousands of users chose their offer! 8/4/2011
  23. 23. Aegean Airlines Ad creative Affiliate marketing website Social media SEO (coming soon)
  24. 24. Aegean Airlines Ad creative Affiliate marketing website Social media SEO (coming soon)
  25. 25. Aegean Airlines does AffiliatePerformance based campaign (% of booking value)Promotion through• text links blog coverage• promotional banners• search masks:
  26. 26. Affiliate text links: Blog love
  27. 27. Affiliate text links: Blog love Network of over 3.000 blogs & websites
  28. 28. Affiliate banners: Promotions Banners promoting special offers • Instant deployment of message • In line with the brand’s communication strategy & tactical promotions • Integration!
  29. 29. Aegean Airlines Ad creative Affiliate marketing website Social media SEO (coming soon)
  30. 30. Aegean Airlines does SEO • Moving forward with a strategic view of SEO • Gaining and establishing visibility in SERPs • Viewing Search as a vital part of every 360 communication plan • Bringing offline & online together through Search
  31. 31. Re: Integration• It will increasingly become a critical success factor ofmarketing, both in terms of offline/online but also within digital(display/search/social/mobile)• It will be in the eye of the customer, not in the mind of themarketer• As the Big Bang of digital unfolds further, it will remain achallenging yet immensely exciting process Thank you!

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