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Emakina Academy 21 : Airlines on Facebook
Emakina Academy 21 : Airlines on Facebook
Emakina Academy 21 : Airlines on Facebook
Emakina Academy 21 : Airlines on Facebook
Emakina Academy 21 : Airlines on Facebook
Emakina Academy 21 : Airlines on Facebook
Emakina Academy 21 : Airlines on Facebook
Emakina Academy 21 : Airlines on Facebook
Emakina Academy 21 : Airlines on Facebook
Emakina Academy 21 : Airlines on Facebook
Emakina Academy 21 : Airlines on Facebook
Emakina Academy 21 : Airlines on Facebook
Emakina Academy 21 : Airlines on Facebook
Emakina Academy 21 : Airlines on Facebook
Emakina Academy 21 : Airlines on Facebook
Emakina Academy 21 : Airlines on Facebook
Emakina Academy 21 : Airlines on Facebook
Emakina Academy 21 : Airlines on Facebook
Emakina Academy 21 : Airlines on Facebook
Emakina Academy 21 : Airlines on Facebook
Emakina Academy 21 : Airlines on Facebook
Emakina Academy 21 : Airlines on Facebook
Emakina Academy 21 : Airlines on Facebook
Emakina Academy 21 : Airlines on Facebook
Emakina Academy 21 : Airlines on Facebook
Emakina Academy 21 : Airlines on Facebook
Emakina Academy 21 : Airlines on Facebook
Emakina Academy 21 : Airlines on Facebook
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Emakina Academy 21 : Airlines on Facebook

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  1. The Impact OfSocial Media On Travel<br />Airlines Confronted To Reality<br />
  2. The Impact OfSocial Media On Travel<br />Airlines Confronted To Reality<br />
  3. Airlines confronted to social media as any other industry.<br />After 10 years of hard work to automate systems (Online bookings, call center policies, Online servicing policies, Online check-in policies, …)<br />The interaction between the company and the passenger virtualized.<br />Less staff to handle customers<br />In many cases, the first facial/voice interaction happened at the gate or in the plane!<br />
  4. Social mediashuffled the cards.<br />
  5. The decision making<br />
  6. It's complicated...<br />The struggling Traveller<br />Decision criteria multiplying & changing (i.e.: Increasing price sensitivity & flying becoming a commodity)<br />Variety of choice<br />Multiple biased contradicting sources<br />Longer research before purchasing<br />New offer types<br /><ul><li>Ryanair
  7. Easyjet
  8. Wizzair
  9. Vueling
  10. Seat saturation</li></ul>Multiple shops<br /><ul><li>Online travel agencies
  11. Affiliate vendors
  12. Price comparison & 
  13. fare casting tools
  14. Airline sites
  15. Search engines</li></ul>External influences<br /><ul><li>Crisis
  16. Environmental awareness</li></li></ul><li>Social media invest people's day to day lives"People like meshare their unbiased experience""I TRUST PEOPLE LIKE ME”<br />
  17. Social networks, the Samaritan of travellers<br />30% of travellers who use social networks, among which Facebook, solicit trip-planning advice from their networks. <br />This figure is higher than influence of TV or even friends and family.<br />Facebook conversion rates are 6% in average higher than other referrals<br />Source: PhoCusWright, April 2010<br />
  18. What are the consequences for the travel industry?<br />The industry realized it had no other choice than dipping its toes into social networks<br />Objective:Gain a positive e-reputationand stay top of mind<br />
  19. The New Gold rush <br />To social media:<br />newly-created Facebook fan pages<br />promotional and anecdotal shareable information <br />
  20. Activities, tools and events to entertain and create a positive relationship with the brand<br />AllYouCanJet<br />Popular "all you can jet" Jetblue passes for sale 10,000th fan<br />Snowball effect: Pass customers sharing their Jetblue travel experience<br />
  21. Brussels Airlines<br />Brussels Airlines event<br />Free flight organized on New Year’s eve to Barcelona for fans<br />Positive Snowball effects:<br />Winners sharing their experience<br />Winners creating their own group<br />TV, radio, newspaper coverage<br />Losers buying tickets for the same night<br />
  22. Too little, too repetitive<br />Delta airlines <br />Sitting back after that rush, some wanted to create opportunities <br />The disappointing way: The Delta Facebook booking engine<br />
  23. The smart way<br />The Easyjet holiday planner<br />Group booking functionality to help communication when agreeing on a trip. <br />Currently: Group trip planner<br />What’s next? seal the deal<br />Understanding social media to help customers finalize their purchase<br />
  24. However!<br />Its not enough!<br />Among 30% travellers consulting social networks, only 7% prospects befriend or follow a travel company on social networks. <br />Ambassadors are needed<br />
  25. During travel<br />
  26. The minimum to do: Customer recovery<br />External factors<br />Bad luck<br />Snow<br />Strikes<br />Ash clouds<br />Bird strikes<br />Countryinstability<br />Multiple actors in play to fly people<br /><ul><li>Bad luck
  27. Central reservation systems
  28. Global distribution systems
  29. code sharing 
  30. check-in systems
  31. Catering
  32. Departure/Arrival control
  33. Other planes
  34. Cleaning
  35. security screening
  36. Customs
  37. Luggage handling
  38. Loyalty program systems
  39. cancellations
  40. Plane maintenance
  41. And so much more</li></ul>Things can and do go wrong<br />And customers can voice their frustrations real-time<br />
  42. "I'm angry""I SAY SO” <br />.<br />
  43. Different recovery approaches per social network<br />FACEBOOK<br />Private life<br />Expression of tastes, opinions. <br />Responsive customer recovery methods<br />TWITTER, BLOGS<br />(Micro)blogging is public<br />brands are expected to respond. <br />Proactive, although intrusive, customer recovery methods<br />
  44. Crisis management<br />Facebook fans do not join to receive operational updates. However not communicating during crisis on Facebook is unforgivable.<br />Twitter accounts: used by users for real-time problem solutionning<br />
  45. The next step: go the extra mile to service your customer<br />
  46. The ultimate step: drive your business with customers as copilots<br />Polling<br />Creates intimacy brand-customer<br />Less reluctance to change<br />Customers are smart and resourceful!<br />
  47. Organizational changes<br />
  48. Learn To Be Off The Beaten Track<br />Social networks are often used to interact with/about a brand because of flaws in the following areas:<br />communication reach<br />product understanding <br />product availability<br />quality of the product/service<br />claims management<br />In those areas, bypass your processes, review your communication. <br />Internal networking & process flexibility are key!<br />
  49. Be Prepared For Organizational Changes<br />Product/service development<br />Involve customer opinions as early as possible, good ideas are out there. Build engagement!<br />Internal buy-in<br />You need to go off the beaten tracks to resolve customer issues. Colleagues' flexibility and support saves time.<br />Job descriptions and KPIs<br />Internal buy-in really works only when it gets official. <br />Build awareness & understanding<br />Trainings, monitor and report results<br />Have a policy<br />Potentially all staff can contribute and visibly impact your brand's image. Clear policies, do's and don'ts help to avoid issues.<br />
  50. Key takeaways<br />Social media is not a burden but an opportunity<br />If your customers turn to social media often when <br /> something went wrong. Learn from it.  <br />Re-introduce personal relationships with your customers<br />Understand your shareable material. Feed fans & followers,<br />create bonds. <br />Understand, among your customers, who shares information <br />Reward and encourage sharing.<br />Don't nag because social media bypasses your usual working process, it happens because your usual processes don’t work<br />Social media is not a one-(wo)man show. It is a company engagement.  <br />
  51. Thank you<br />

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