Delta Communication Audit


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Delta Communication Audit

  1. 1. Delta Airlines<br />Oanh Dinh<br />Nicole DeVaney<br />Josalyn Dykes<br />
  2. 2. Consumer Complaints:2009 U.S. Airline Rankings<br />1,117 more complaints<br />“Complaints are handled…on a case-by-case basis in the order they are received.”<br />- Delta<br />33.5 million fewer passengers<br />“Smiles don’t cost airlines a penny.” <br /> - Southwest<br />Source: U.S. Department of Transportation<br />Source: Yahoo! Travel<br />
  3. 3. Communication Strategy<br />Communication should be consistent regardless of channel, audience, or purpose<br />Audit revealed little connectivity<br />Target Objective: To promote one message<br />
  4. 4. Communication Strategy<br />Social Networks<br />Websites and Publications<br />Summary of Audit Results<br />
  5. 5. Social Networks<br />Wide range of audience<br />61% in U.S. have active profiles<br />400 million users on Facebook<br />75 million users on Twitter<br />100 million users on YouTube <br />Build brand image for free<br />
  6. 6. Social Networks:YouTube<br />Safety video features “Deltalina” and her famous finger wag<br />Over 1.7 million views<br />Katherine Lee has appeared on CNN, <br /> Fox News, and Ellen <br />
  7. 7. Social Networks:Twitter<br />Issues<br /><ul><li> Hard to find
  8. 8. Multiple sites
  9. 9. 66,000 followers vs. </li></ul> 1 million on Southwest<br />Suggested Resolution<br /><ul><li> One site
  10. 10. Link on other</li></ul> networking sites<br />
  11. 11. Social Networks:Facebook<br />Issues<br /><ul><li> Hard to find
  12. 12. Limited audience </li></ul> interactions <br /><ul><li> 2,400 friends </li></ul>Suggested Resolution<br /><ul><li> Link to other </li></ul> networking sites<br /><ul><li> Surveys to promote </li></ul> interactions<br />
  13. 13. Social Networks:Flickr<br />Issues<br /><ul><li> Confusing to customers
  14. 14. Last update: July 2009
  15. 15. Total “friends”: 449</li></ul>Suggested Resolution<br /><ul><li> One page
  16. 16. Regular updates</li></li></ul><li>Communication Strategy<br />Social Networks<br />Websites and Publications<br />Summary of Audit Results<br />
  17. 17. Websites:Delta Blog – “Under the Wing”<br />Gives company a human element<br />Written by employees<br />Tone: Conversational<br />Topics: Interesting <br />Integrates other channels<br />
  18. 18. Publications:NewsDigest<br />Internal communication<br />Surveyed employees to determine desired channel<br />Targets traveling Delta employees <br />Biweekly publication<br />Delta and industry news<br />
  19. 19. Delta has a relaxed dress code, but that doesn’t mean a sloppy appearance is acceptable.<br />Appropriate business casual dress is encouraged for employee travelers.<br />(Include pictures of <br />inappropriate dress)<br />Agents can’t [sell to revenue passengers] if they are checking availability on a dozen different flights for you.<br />We encourage you to use self-service tools. If you need to call, please keep it brief so that we can continue to offer excellent service to our customers.<br />Publications:Jetiquette<br />
  20. 20. Publications:Mobile Phone Applications<br /><ul><li> 21% of American cell phone users have a smartphone
  21. 21. Average of 22 apps (37 for iPhone)
  22. 22. 21% of users accessed a travel app in last month</li></ul>The Southwest Airlines iPhone App<br />
  23. 23. Communication Strategy<br />Social Networks<br />Websites and Publications<br />Summary of Audit Results<br />
  24. 24. Audit Findings<br />Effective<br />Safety Video<br />“Under the Wing”<br />NewsDigest<br />Needs Improvement<br />Mission statement and consistency<br />Social networks<br />Employee manuals<br />Smart phone channels<br />
  25. 25. Thank You for Flying With Us<br />
  26. 26. Sources:<br />Nielson Ratings<br /> <br />BusinessWeek<br />Facebook<br />Twitter <br />YouTube<br /><br />DOT<br />Yahoo! Travel<br />Delta Blog<br />O’Rouke, Management Communication<br />NewsDigest<br />