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

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How can Social Media work for Iberia

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

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