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Emakina Academy 21 : Airlines on Facebook
 

Emakina Academy 21 : Airlines on Facebook

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    Emakina Academy 21 : Airlines on Facebook Emakina Academy 21 : Airlines on Facebook Presentation Transcript

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