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Digital Communication - Social Media and Web 2.0
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Digital Communication - Social Media and Web 2.0

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A case on Social Media and Web 2.0 with an Iberia Airlines spice.

A case on Social Media and Web 2.0 with an Iberia Airlines spice.

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  • Good day! My name is BorislavKiprin and today I am going to share some thoughts on Social Networking in Web 2.0 and how is that related to Iberia – the Spanish Airline.
  • First things first, though… What is Web 2.0. Is it a new version of the Internet space or something else?... Well, the number stands for the stage the web is in at the moment. Before we read and published websites that did not offer opportunity to customize the content, use it or even find something fast. Now, it is all about the interactivity. And this is Web 2.0. It is about information sharing, interoperability, user-centered design and collaboration. It is about the user… not the publisher really. It is about the conversation.
  • Or to put it in a more concise way it is about:Communicating - a message through picture, video or text on your blog or other platform.Connecting – with friends, colleagues and brands thought social mediaCollaborating or co-creating – finding someone on the other side of the Earth and working together on something, without even needing to meet this person. Wikis allow you to do thatCollecting and categorizing –which is really bookmarking, tagging and favoring contentGenerating collective wisdom – Asking a question on a forum or a bulletin board and getting numerous valuable and not so answers.Customizing – seeing the content you want to see and getting rid of the garbageConversing – Exchanging messages with other people in Facebook or TwitterBeing part of communities – it is not hard to find a community for your hobby or interest
  • But does this have anything to do with my company?The truth is that people always talked, are talking and will continue to talk. Some even talk while sleeping. People simply love to talk and socialize!
  • And here are some facts backing this up.More than half of the online users have joined a social network. 74% have read a blog. And there are 184 million bloggers in the world and counting. 34% of the online users post opinions and 36% think positive of companies that do have blogs. The numbers speak for themselves.
  • But then there are so many social media sites and platforms focusing on different content formats. Sometimes it’s impossible to choose from. So this is where you have to try to find out where Iberia’s passengers are. Are they in a particular community, social network or they simply blog.
  • But just being present is not going to cut it. You gotta be talking, discovering/listening and building relationships. Take it as customer service, sales, research and so much more, but on steroids.
  • What is she is an Iberian passenger? What if she is mad because her plane to Rio was just delayed with couple of hours and she was really looking forward to that party DJ Tiesto was going to have in 15 hours on Copa Cabana? In Social Media you need to be honest, natural, to listen, care and try to help.
  • The same goes for the rest! Everyone has a voice.
  • The truth is that many airlines are already using different social media platforms to reach out and engage in conversation their passengers. Air France is Facebooking, SouthWest is twitting, Delta is videoing on YouTube, American is publishing pictures on Flickr and Lufthansa let’s you tweet and facebook you sky status while you are flying. Pretty amazing, isn’t it?
  • But what has Iberia being doing so far, except being on Flickr?... Not much really.
  • And you can definitely do more.
  • Don’t ask yourself if you should be on Facebook or Twitter, or Tuenti for that matter. Do them all! Communicate an excellent offer! Show courtesy! There is so much you can do!
  • For example: Why don’t you publish a picture of your plane seat map and let people tag themselves in their favorite seat? That way you will engage the passenger and you will know where he or she likes to sit. Besides, it is cool and interesting.
  • Or why don’t you set up your own Iberia blog where people can read what the CEO thinks Iberia should do for its passengers, or how wonderful it is to be an Iberian stewardess.
  • Or why don’t you hold a photo contest where people can upload images taken from the Iberian planes.
  • It is important not to forget that measuring success and failure is a key part of your social media participation. You need to know how people are reacting to you brand, to the content you publish and nonetheless what they say about it and about your brand.
  • And remember, be natural!… Just as the passenger is…
  • Thank you for your time! And remember that you can always contact me for more information or questions you might have.

Transcript

  • 1. IBERIA 2.0
  • 2. WHAT THE @#$%^ IS WEB 2.0???
    The term "Web 2.0" is commonly associated with web applications that facilitate interactive information sharing, interoperability, user-centered design and collaboration on the World Wide Web. Examples of Web 2.0 include web-based communities, hosted services, web applications, social-networking sites, video-sharing sites, wikis, blogs, mashups and folksonomies. AWeb 2.0 site allows its users to interact with other users or to change website content, in contrast to non-interactive websites where users are limited to the passive viewing of information that is provided to them.
  • 3. Communication
    Connection
    Collaboration/Co-creation
    Collection/ Categorization
    Collective wisdomization
    Customization
    Conversation
    Communitization
  • 4. Youcannot make the user shut up!!!
  • 5.
    • Social media is a global phenomenon happening in all markets regardless of wider economic, social and cultural development. If you are online you are using social media
    • 6. Asian markets are leading in terms of participation, creating more content than another region
    • 7. All social media platforms have grown significantly over the three Waves
    • 8. Video Clips are the quickest growing platform, up from 31% penetration in Wave 1 to 83% in Wave 3
    • 9. 57% have joined a Social Network, making it the number one platform for creating and sharing content
    • 10. 55% of users have uploaded photos
    • 11. 22% of users have uploaded videos
    • 12. The widget economy is real
    • 13. 23% of social network users have installed an application
    • 14. 18% of bloggers have installed applications in their blog templates
    • 15. Blogs are a mainstream media world-wide and as a collective rival any traditional media
    • 16. 73% have read a blog
    • 17. The blogsphere is becoming increasingly participatory, now 184m bloggers world-wide– The number one thing to blog about is personal life and family
    • 18. China has the largest blogging community in the world with 42m bloggers, more than the US and Western Europe combined
    • 19. Social media impacts your brands reputation
    • 20. 34% post opinions about products and brands on their blog
    • 21. 36% think more positively about companies that have blogs
    Some fact from around the world…
    Source: Universal McCan
  • 22. Or in other words… Websites that your secretary is visiting during work hours…
    Too manyto choose from…
  • 23. Just by being present in social media isn't social media. Talking, discovering and building relationships are. what you do is important, not the technology you use.
  • 24. Try to Be the GUY that sits on this seat!
    She has an opinion about you!
    Be Honest, Natural , Listen, Careand try toHELP…But really just be yourself!
  • 25. Thesamegoes for them, too!
    Do not presume that no one is talking about you or is not interested in what you have to say…
  • 26. Competitors are Talking, discovering and building relationships
    To name a few….
  • 27. What you have already
    Well, it seems you are on the pretty much on the ground…
  • 28. Whatyou can do more…
  • 29. Which one should you chose???
    Both… actually… So answer the PHONE
    Tweet or FB a flight status, a promo on that Mallorca flight or simply congratulate your follower & regular customer Maria for her 32nd birthday!
  • 30. Why don’t you let people tagthemselves on FB or Flickr in on their favorite seat?
    Wouldn’t that be great insight on your customer?
    How about if you link that info with you booking system?
    What are the chances that Jose-Maria and Pedro like the same 7A and be on Flight ?
  • 31. Start blogging…
    Ask the CEO to post once a week
    Ask Jorge, the baggage handler, to describe his day
    Allow a stewardess to journal her day off in Montevideo … through a blog
    But please do not pay anybody to write flattering stories about you!!!
  • 32. A picture is worth thousand words…
    Organize a contest on FlickR.comfor those that take photos from the Iberia planes.
    Show how beautiful is the world under Iberia’s wings.
  • 33. Social Networks
    Number of fans/friends/contacts acquired
    Number of comments/likes to updates on status
    Number of discussions started on groups or pages
    Number of fan videos uploaded and comments on them
    Number of fan photos uploaded and comments on them
    Number of comments left on profiles
    Number of questions answered
    Share Networks
    Number of times the photo or video has be viewed
    Number of times the photo or video has been favorited
    Number of friends/subscribers to your account or channel
    Number of links/embeds to photo of video
    Number of comments photo or video has obtained
    Number of video responses
    Rating level of video or photo by users
    Publishing Networks
    Number of active members
    Number of new subscribers
    Number of posts made
    Number of replies to posts you make
    Number of private messages you receive/answer
    Measure
    and
  • 34. The user is all these things
    I don’t see why you cannot be, either…
    You?
  • 35. BorislavKiprin
    MDMK2010 IE Business School
    e: bkiprin.mdmk2010@alumno.ie.edu
    b: http://borislavkiprin.wordpress.com
    twitter: @borislavkiprin
    LinkedIn: http://www.linkedin.com/in/borislavkiprin