Optimizing our online presence to support the Brand Presented by Garfield M. Harry DELTA & SOCIAL NETWORKS
Social Media Snapshot
Delta Air Lines Online
Current Online User Flow
Centralized Online User Flow
Benefits of Centralized Efforts
INTRODUCTION 10/28/11 The Social Media landscape is constantly evolving fueled by people’s need to connect. Delta Air Lines is tapping into the power of that ever-changing medium to build connections with our passengers. Customer Service guru, Scott Deming suggests the best way to create an unexpected experience is to develop a relationship with our passengers, which begins with a connection. The next generation of travelers, HVCs and economy passengers alike speak the digital language of the social networks. This is our chance to engage them and separate our brand from the crowd through an unexpected experience. I believe the best way to accomplish this is to focus our online efforts to help make Delta.com the “Trusted Friend”, the “Go To” destination for our customers. This presentation is just one idea.
SOCIAL MEDIA SNAPSHOT 10/28/11 July 2006 Feb 2004 Nov 2005 Aug 2003 * Alexa Internet, Inc. is a subsidiary of Amazon.com that compiles online metrics Twitter is launched Facebook is launched Youtube is launched Myspace is launched Myspace is considered the leading Social networking site Late 2007 Over 1,000,000 people installed the Facebook application 'US politics' in order to provide live feedback to the Republican/Democratic debates before the New Hampshire primary Jan 2008 Enhancements propel Facebook to number one in Alexa Ranking* April 2008 YouTube was awarded a Peabody Award and cited for being "a 'Speakers' Corner' that both embodies and promotes democracy.“ 2008 According to Social Media Today it is estimated that 41.6% of the U.S. population has a Facebook account April 2010 About 65 million tweets were posted each day, equaling about 750 tweets sent each second, according to Twitter June 2010 Myspace is ranked 62 by Alexa Ranking* with speculation that it may be auctioned March 2011
DELTA AIRLINES ONLINE 10/28/11 The previous slide shows a social media landscape that is constantly changing. What is relevant today could be obsolete tomorrow, much like the case of Myspace which had a very strong start and slipped into virtual obscurity. Such a fluid medium requires any company that is serious about connecting with consumers to be everywhere. Instead of finding our audience we have to enable our audience to find us. Delta is doing just that with a robust presence on Facebook, several Twitter accounts, Youtube and an informational blog . These online efforts, however, can be optimized by developing a single point of entry, allowing the user to select the best path thus reducing the time spent on various search engines and increasing the time on our primary site, Delta.com.
CURRENT ONLINE USER FLOW 10/28/11 Facebook Twitter D eltaNewsroom Delta Assist Blog Youtube Delta.com Most of our online properties can be accessed directly via Delta.com. Youtube, DeltaNewsroom and DeltaAssist on Twitter are linked indirectly through the blog page. All sites link back directly to Delta.com except for Youtube which links back to the blog page. There is limited linking between the sites and therefore potentially limited awareness. This could create some confusion especially on Twitter where we have three separate profiles providing different consumer functions. User
CENTRALIZED ONLINE USER FLOW 10/28/11 Facebook Twitter D eltaNewsroom Delta Assist Blog Youtube Delta.com Adding a ”Social Media” page on Delta.com to serve as a single access point for all of Delta’s online properties would raise awareness of the other sites increasing traffic and activity. In effect we would be creating a Delta portal for all of Delta’s social network initiatives. As the section evolves and as users become more familiar with the content, this section could grow to become the main online point of contact for all of Delta’s connections to our consumers, online and mobile. Centralizing our efforts is only the first step if we want the Delta.com to become a “trusted friend.” Providing relevant information like destination reviews which we already have on Youtube as well as the recommendations on the blog site and city/station facts posted by local employees all will help to establish trust. With the right investment we have an opportunity to grow Delta.com into a travel portal to rival Tripadvisor and similar sites, making Delta the first name people think of when they think travel.
BENEFITS OF CENTRALIZED EFFORTS 10/28/11
By adding a social network page with the main focus of connecting with our passengers we can produce the following benefits :
Direct links to Delta Social Networks, including the newly added DeltaAssist on Facebook
Manage consumer traffic by providing description of links which would help in directing flow to the appropriate site
Control online messaging by linking only to official online Delta properties instead of risking passengers stumbling onto unsanctioned sites
Indirect linkage between various Delta Social sites. By providing a central location users can move between sites without having to rely on a search engines.
Increased awareness of various offerings. The mobile user familiar with Youtube may be unaware of DeltaAssist on Twitter or Facebook during an IROP which is a prime opportunity to build brand loyalty.
Increased awareness of Delta’s other social networks could increase online time exposed to the brand and help build ambient awareness. As the consumer begins to develop a sense of the brand’s personality, we have an opportunity to build real connections allowing Delta.com to become the “trusted friend” or “go to” site.
CONCLUSION 10/28/11 As we grow the brand after a successful merger to become the largest global carrier, steps were taken to ensure we were not only building a bigger airline but a better airline. Steps that may not always be apparent. We have so much relevant and valuable content online that can be easily overlooked. Content that can be used to raise brand awareness, provide valuable passenger information, elicit consumer feedback and build connections. We should bring these elements together and into the light so that our customers understand what we mean by “Keep Climbing.”