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Iberia's Web 2.0 Digital Communication
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Iberia's Web 2.0 Digital Communication

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A brief overview of the web evolution and what web 2.0 can do for Iberia.

A brief overview of the web evolution and what web 2.0 can do for Iberia.

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Transcript

  • 1. WEB 2.0
  • 2. The World We Live in
    The Consumer has the power and they are in control!
  • 3. The World We Live in
    Consumer has unlimited options!
  • 4. The World We Live in
    Consumer hates and avoids advertising.
  • 5. Digital Communication Evolution
    WEB 1.0
    Company to Consumer:
    SHUTUP AND LISTEN!
    Consumer to Company:
    Hello? Can you hear me?
  • 6. Digital Communication Evolution
  • Digital Communication Evolution
    • People want interactivity
    • 15. People want a dialogue: two way conversation!
  • Digital Communication Evolution
    If WEB 1.0 is dead…
    What is WEB 2.0!????!!!!
    • Two way conversations -User generated content - Sharing of Content - Community Focused-Collective Intelligence
  • WEB 2.0 Impact on Iberia Brand and Business
    • You are NOT in control!
    • 16. Consumers do NOT trust you!
    WHO DO CONSUMER TRUSTS!???
    • A Person like me!
    • 17. Another consumer!
    Social Media put Consumers in Control of the conversation.
  • 18. So can Web 2.0 help Iberia?!!
    Yes! WEB 2.0 helps you join the conversation!
  • 19. Iberia’s Customers
    Who are my customers in WEB 2.0?
    Publishers
    Everyone syndicated
    Experts
    Network
    Editors
    DJs
    Broadcasters
    Critics
  • 20. Instead of Telling Your Story!
    GIVE THEM A PLATFORM!!!
    LET THEM TELL THEIRS!!!!!
  • 21. WEB 2.0 – Iberia Blogs and Tweets!
    • Open up to your customers- communicate to them the average day of an Iberian employee:
    Pilot/Stewardess
    • Have customer submit his or her story or experience of flying Iberia
    • 22. Listen and receive feedback, Listen and give response then listen again!
    • 23. Continue the dialogue and build a relationship!
    - Don’t be Fake! -Describe the industry and not just the company - Blogs are not PR machines.
  • 24. WEB 2.0 – User Generated Content
    • Have customers take pictures or make videos of their favorite or funniest Iberia moment/story:
    • 25. In the sky
    • 26. In the cabin
    • 27. On the ground
    • 28. Favorite Iberia Plane
    • 29. Foster an environment on Flickr, YouTube or on blog so customers can share their own user generated experience!
    Reward Best Photo/video and story with free flights and vacation package!
  • 30. WEB 2.0 – Social Network Tools
    WIDGETS AND SOCIAL APPS
    -Facilitate consumer control!
    -Web Apps that you can share in Facebook that shows flight status of Iberia Airlines
    -Iberia’s wallpaper photo generator that shows great photos from around the world including Iberia’s popular destinations.
    -iPhone/Blackberry App that lets you track flight status, book tickets, and share information among other users.
    -Mobile Boarding Pass- Convenience and faster boarding
    Having a presence in Social Networks is NOT ENOUGH!
  • 31. WEB 2.0 – Measure Success!
    • Number of user Feedback Posts on Blogs
    • 32. Number of user visits to blog pages
    • 33. Number of user participants in user generated content for Iberia
    • 34. Number of created content per user
    • 35. The buzz in twitter and other social networks about Iberia
    • 36. Number of Fans of Iberia or followers in Twitter
    • 37. Number of widget and app downloads
    • 38. Number of usages for widgets and apps
    • 39. Number of times widgets and apps have been shared
  • Iberia’s Competitors are:
    Listening, blogging, tweeting,
    BUILDING A RELATIONSHIP WITH THE CONSUMER!
  • 40. So What are you waiting for!???
    Don’t Stay Grounded!
    IT IS TIME TO TAKE OFF!!!!!!!
  • 41. Thank you!
    Carlton L. Bennett
    IE Business School MDMK2010
    Email: Carlton.bennett@gmail.com
    Blog: Carlton’s Mantra @ www.carltonbennett.com
    Linkedin: http://www.linkedin/in/carltonbennett