Emakina Academy 21 : Airlines on Facebook
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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