HK D2 Amsterdam - Air Baltic Case

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At the Hill&Knowlton Demystifying Digital event in Amsterdam on April 14 2011, Karlis Smiltens, Web Marketing Manager at Air Baltic, shows how the airline company used social media to communicate successfuly with clients

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HK D2 Amsterdam - Air Baltic Case

  1. 1. How to catch online sales pioneers for travel website Karlis Smiltens Web Marketing Manager April, 2011
  2. 2. What will be our roadmap? <ul><li>driving traffic to website </li></ul><ul><li>content as guarantee of success </li></ul><ul><li>usability above all </li></ul><ul><li>doing business online </li></ul><ul><li>Facebook FanDay to learn from </li></ul>
  3. 3. Network
  4. 4. airBaltic – fast growing airline <ul><li>15 years old </li></ul><ul><li>LCC from 2004 </li></ul><ul><li>hybrid business model from 2008 </li></ul><ul><li>transit airline in North Hub Riga </li></ul><ul><li>awarded as pacesetter </li></ul>The Airline Pacesetter Award airBaltic 2010
  5. 5. STRONG BRAND PRESENCE generates traffic to website
  6. 6. Social media not only for chat
  7. 7. Entertain to display brand
  8. 8. Good old offline
  9. 11. Brand advocates <ul><li>the leaders of thought </li></ul><ul><li>spread news in their community </li></ul><ul><li>will speak for your brand in tough times </li></ul>
  10. 12. SPEAK THEIR LANGUAGE Useful content, meaningful design
  11. 13. Habits are stronger than online copywriting <ul><li>people expect to find things as they are used to finding them </li></ul>
  12. 14. Allow to read what they searched for
  13. 15. Make your call to actions clear
  14. 16. Visitors need practical information <ul><li>customers don’t come to admire website </li></ul><ul><li>they come to find answers, the sooner the better </li></ul><ul><li>they may used saved time to shop around </li></ul><ul><li>design should come from content and not v.v. </li></ul><ul><li>design helps to highlight content </li></ul>
  15. 17. Don’t speak as Radius12 to ATC about EVRA 36R <ul><li>importance of finding content </li></ul><ul><li>more important is to understand content </li></ul>
  16. 18. Use social media as test-lab for content <ul><li>helps to understand sentiment of local market </li></ul><ul><li>cultural aspects can be transformed to site content </li></ul><ul><li>followers will not hesitate to comment while website visitors will just leave </li></ul>
  17. 19. ... till volcano #ashtag comes! <ul><li>No warnings, just alarm goes on – like in firefighters depo </li></ul><ul><li>Twitter and Facebook helps to unload traditional communications channels – phone, e-mail, fax, ticket offices </li></ul><ul><li>#ashtag becomes really social as people help each other with advices, shared transport and hotels </li></ul>
  18. 20. KNOW YOUR CUSTOMERS and convert them into sales
  19. 21. Online and offline shopping is different <ul><li>online shopping is much faster </li></ul><ul><li>customer wants to be sure he/she gets best deal </li></ul><ul><li>he/she will not scan the whole web </li></ul><ul><li>trust factors are important </li></ul>
  20. 22. Timing is important for upsell <ul><li>right products at right time </li></ul><ul><li>targeted offers to specific segments </li></ul>
  21. 23. Social shopping becomes more important
  22. 24. Social shopping with your friends as new trend Tested and confirmed by your friends:
  23. 25. WE DID, WE FAILED, WE SUCCEED Facebook FanDay
  24. 26. Allow customers to improve your product
  25. 27. Special does not mean good
  26. 28. Ask your friends to decide
  27. 29. FanDay for friends make them happy
  28. 30. Results make shareholders happy <ul><li>Interaction </li></ul><ul><li>Clear feedback on available price levels </li></ul><ul><li>Response rate from different markets/countries </li></ul><ul><li>Market demand in different seasons </li></ul><ul><li>Incremental revenue </li></ul>
  29. 31. Keep this as shortlist in your diary <ul><li>relay on traditional methods, but use new media to stimulate </li></ul><ul><li>highlight content with best practice from usability and functionality </li></ul><ul><li>pay attention to upsell items and by all means use data the social media & technologies can provide </li></ul><ul><li>don’t be afraid to experiment – people will forgive mistakes, but never stop blaming for unresponsiveness </li></ul>
  30. 32. Thank you!

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