Digital Communication, brand awareness & social media<br />Final Individual Assignment<br />IBERIA & Social Media<br />Session 8<br />Prof.LIVIO HUGHES & JUAN BAUTISTA GARCÍA ALCÁZAR <br />Masters in Digital Marketing<br />By: Eduardo Ferreira<br />
Introduction<br />IBERIA has requested an introduction on Social Media. <br />Purpose<br />To provide:<br /><ul><li> Overview of what this social-networking-media-web 2.0ʼ is all about.
How social networking is and can have an impact on the Brand, Business & Site objectives.
How IBERIA can benefit from a presence in Social Networking.
Overview of what the competition is doing.</li></li></ul><li>IBERIA’ Site & Business OBJECTIVES<br />Brand AwarenessSales<br />Sales <br />(E-tickets)<br />Traffic<br />Customer <br />Loyalty<br />objectives<br />Brand Awareness (WOM)<br />
What is the demographic profile of current IBERIA.com site visitors & CUSTOMERS?<br /><ul><li>Gender: Mostly Male
Education: College Educated</li></ul>TARGET<br />
Which countries does IBERIA target?<br />IBERIA currently flies to 38 domestic and 82 international destinations in 44 countries across Africa, Americas, Asia and Europe<br />
What is Social Media?<br />Definition: At its most basic, social media is a shift in how people discover, read and<br />share news, information and content (communication); transforming people from<br />content readers into publishers.<br />SOCIAL MEDIA PLATFORMS & KEY PLAYERS<br />
How does traditional marketing compare to social media?<br />Effective Marketing Mix<br />Traditional Marketing<br /><ul><li> One way communication
Unlimited distribution channels</li></li></ul><li>What will IBERIA expect to gain from Social Media and How?<br />How<br />What<br />Objectives<br /><ul><li>Targeted increase of </li></ul>website traffic<br /><ul><li> Growing brand awareness
Customer Loyalty</li></ul>IBERIA can achieve its Site Objectives by targeting key social networking sites. On these sites they can interact with customers within their demographic profile and geographical segmentation. The key for IBERIA is to have a presence where their target audience socializes.<br />
The social networking demographics are a good match today and in the future for IBERIA’s Target.<br />Millenials<br />By 2010, millenials will outnumber <br />baby boomers <br />• $350 billion in spending power <br />• Spend over 16 hours a week online <br />• 96% have joined a social network <br />• They care about what their friends <br />think and what they like, not traditional <br />marketing and ads <br />Baby Boomers<br />• 41% of baby boomers have <br />visited a social networking site<br />• +55 Women fastest growing <br />demographic on Face book<br />• More stable, dependable <br />income<br />
What is the number of Social Networking Users by Country? <br />The reach potential within IBERIA’s geographic segmentation in Social Networking sites is over 200 million users. The opportunity to raise brand awareness and position key offerings to the target customer is significant.<br />
So which Social Networking Sites should Iberia target?<br />
Twitter is a free social networking and micro-blogging service that enables its users to send and read messages known as tweets. It has over 8 million active users.<br />
Face book is a social networking website intended to connect friends, family, and business associates. It has over 300 million active users.<br />
YouTube is a video sharing website on which users can upload and share video. It has over 300 million active users.<br />
Flickr is a web site that offers photo sharing and a host of related services for users of any level — beginners to professionals. It has over 5 million active users.<br />
Residents can explore, meet other residents, socialize, participate in individual and group activities, and create and trade virtual property and services with one another, or travel throughout the world (which residents refer to as "the grid”). It has over 3 million users.<br />
What are competitor’s doing in Social Networking sites?<br />Four Airlines using Social Media Productively<br /><ul><li> Southwest Airlines
Virgin America</li></li></ul><li>How can IBERIA track, monitor and measure what is being said about the brand on Social Networking Sites?<br />Option One: Do it yourself<br />Lots of free tools like Google alerts<br />But it’s time-consuming<br />You’ll need to pay someone to monitor the data<br />If you want to respond you need to speak the ‘language’<br />If you miss something, too bad<br />Great for small businesses without many conversations<br />A Professional Monitoring Tool like Dialogix<br />Costs around $400-$1500 a month<br />No need to chase the data, it comes to you<br />You can see who is doing the talking<br />You can get advice on how to respond<br />You know you won’t miss anything because someone else is doing the watching<br />You can benchmark against your competitors and chart data<br />
Why Social Social Networking makes sense for IBERIA?<br />Final Comments<br /><ul><li> Meet Site Objectives
Socialize and engage with target customers in key social networking sites.
Profit from the “explosive “ growth of Social Networking sites.
Online tools to track and monitor what is being said about the IBERIA brand.
Measure the success of the brand’s activities in Social Networking sites.
Gain a competitive advantage and best practices from other companies in the industry.
Tailor offerings to the relevant needs of customers based on their feedback in social networking sites</li></li></ul><li>References<br />Twitter<br />http://en.wikipedia.org/wiki/Twitter<br />http://www.alexa.com/siteinfo/twitter.com<br />http://www.quantcast.com/twitter.com#traffic<br />http://harpsocial.com/2009/07/10-benefits-of-twitter-for-businesses/<br />Face book<br />http://www.wisegeek.com/what-is-facebook.htm<br />http://www.alexa.com/siteinfo/facebook.com<br />http://www.quantcast.com/facebook.com#summary<br />http://ezinearticles.com/?How-to-Get-Maximum-Benefits-From-Face book-Marketing&id=3299960<br />YouTube<br />http://www.quantcast.com/youtube.com<br />http://www.alexa.com/siteinfo/youtube.com<br />http://www.youtube.com/<br />http://en.wikipedia.org/wiki/YouTube<br />