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How can Social Media work for Iberia

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This is an introduction to web 2.0 and an explanation on how can social media work for an airline company like Iberia. You can find it animated at http://www.youtube.com/watch?v=fi1G-bF4_Ek

This is an introduction to web 2.0 and an explanation on how can social media work for an airline company like Iberia. You can find it animated at http://www.youtube.com/watch?v=fi1G-bF4_Ek

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    How can Social Media work for Iberia How can Social Media work for Iberia Presentation Transcript

    • Can Social Media workfor Iberia?
      Elena Ibáñez MDMK2010 December’09
    • What was the Internet for us up to 2.004…?
      The
      web 1.0!
      Elena Ibáñez MDMK2010 December’09
    • But what was that “thing” called Web 1.0?
      2.000
      The brand talked to me but I couldn’t talk to the brand
      Elena Ibáñez MDMK2010 December’09
    • Something like this...
      Elena Ibáñez MDMK2010 December’09
    • How is the Internet now?
      What is Web 2.0?
      2.010
      We both talk to each other
      Elena Ibáñez MDMK2010 December’09
    • Something like this...
      Elena Ibáñez MDMK2010 December’09
    • So what are the differences?
      Web 1.0
      Web 2.0
    • Web 2.0 is about CONVERSATIONS
      Discussing
      Sharing
      Microblogging
      Publishing
      Livestreaming
      Livecasting
      Social networking
      Virtualworlding
      Socialgaming
    • What has 2.0 brought to business?
      Loyalty!
      Effectiveness!
      Engagement!
      Accessibility!
    • But why 2.0 is good for our specific travel business?
      1
      New Marketing ChannelPushing content quickly and cheaply to a primed audience
      Benefit
      2
      Two-Way Communication Fostering two-way conversations with social media to create ongoing relationships with our customers
      Benefit
      3
      “Viralability”Encouraging our brand advocates to spread our message across their network
      Benefit
      4
      Improve Search Engine Optimization Creating a larger online presence and generating links for higher natural search rankings
      Benefit
      5
      Improve ResultsCombining new and current metrics to see how social media is affecting our bottom line
      Benefit
    • And more concrete, what can 2.0 do for our flying business?
      FREQUENCY
      Get people to fly more often
      REACH
      Get more people to fly
      YIELD
      Make more money per customer
      DECISION
      Get them to decide to fly sooner
      Elena Ibáñez MDMK2010 December’09
    • Examples
      FREQUENCY
      Get people to fly more often
      Dealing with delays
      Having a real time conversations with clients
      Elena Ibáñez MDMK2010 December’09
    • Examples
      Dealing with bag loss
      Be informed about bag-loss before pax
      2. Send him a SMS him and tell him to go home
      3. Let him track bag by mobile
      FREQUENCY
      Get people to fly more often
      Elena Ibáñez MDMK2010 December’09
    • Examples
      Making a real time customer service
      It’s cheaper
      It’s more effective
      Foster loyalty
      FREQUENCY
      Get people to fly more often
      Elena Ibáñez MDMK2010 December’09
    • Examples
      FREQUENCY
      Get people to fly more often
      The airline becoming the platform
      Build the community
      2. Add true value
      3. Set the right expectations
      REACH
      Get more people to fly
      Elena Ibáñez MDMK2010 December’09
    • Examples
      Taking advantage of the public flight status
      User updates travel status (Twitter/FB)
      2. Status integrated in social media apps
      3. Past status offers customer insights
      4. Huge opportunity for:
      - Building apps with targeted offers
      - Location-based recommendations
      - Viral-status apps
      REACH
      Get more people to fly
      DECISION
      Get them to decide to fly sooner
      Elena Ibáñez MDMK2010 December’09
    • Examples
      Reversing the tables
      Drive out price elasticity
      2. Increase conversion
      YIELD
      Make more money per customer
      DECISION
      Get them to decide to fly sooner
      Elena Ibáñez MDMK2010 December’09
    • Examples
      Infusing online reviews in the booking path
      Forrester research confirms that adding customer comments during booking boosts conversion, so it is good to integrate reviews from:
      1.Skytrax
      2.Eezeer.com
      3.Tripadvisor.com
      4.Expedia and others...
      DECISION
      Get them to decide to fly sooner
      Elena Ibáñez MDMK2010 December’09
    • Sources:
      http://etc.territoriocreativo.es/etc/2009/11/social-media-marketing-territorio-creativo.html
      http://www.intersectionconsulting.com/blog/
      http://www.telepieza.com/wordpress/2008/01/23/diferencias-entre-web-10-y-web-20/
      http://www.archive.org/web/web.php
      http://www.hotelsmag.com/article/CA6707523.html
      http://www.slideshare.net/shanxz/driving-revenue-for-airlines-through-customer-insights-from-social-media
      http://www.iberia.com
      Elena Ibáñez MDMK2010 December’09
    • There’s a lot web 2.0 can do for Iberia!!!!
      Thank you
      :o)
      Elena Ibáñez MDMK2010 December’09