6/19/2011
 What is Social Media ?                             Social network                             Blogs                   ...
•     1st largest Social web on the Internet Alexa.com 2011    Source : Social Bakers Jan 2011                           6...
Social Media Growth - Facebook •    1st largest Social web on the Internet •    2nd largest site on the Internet •    700...
Social Media Growth - YouTube•    2nd largest social web on the Internet•    3rd largest site on the Internet•    KSA ran...
Social Media Growth - Twitter•       3rd largest social web on the Internet•       +300 million users in the world•      ...
Social Media Growth•Social-Media Services to Replace E-Mail as the Primary Vehicle for 20 Percentof employees to use soci...
 What are The Benefits of Social  Media to the Airline Industry                                    6/19/2011
 Benefits of Social Media to the  Airline Industry  • Increase revenue and sales  • Reduce cost  • Increase brand awarene...
We have studied Social Media of the following leading airlines: 1. Malaysia Airlines 2. Delta Airlines 3. Air France 4. L...
Leading Airlines Provide the Following Social Media Services •   Make a booking •   Manage a booking •   Flight Status • ...
Best of The Airlines Social Media Performance Awards(Simplifying.com )•   Best use of Social Media to drive revenue ( Mal...
Airlines in The Social Media ( Facebook & Twitter )Percentage of Followers( facebook vs. twitter ) in someairline compani...
Facebook Content - Airlines                                                                    • Facebook is for         ...
Twitter Content - Airlines                                                                        • Twitter is for       ...
Case-studiesMalaysia Airlines Travel                           6/19/2011
•Almost 302,300 subscribers on Facebook!•Booking, Payment, Manage, Check-in, sharing , in-flight services•Malaysia MHBuddy...
Invite yourfriends on your trip        6/19/2011
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6/19/2011
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6/19/2011
Case-studyDelta Airlines                 6/19/2011
• +142,000 subscribers on Facebook•Booking, Check-in, Flight status, loyaltyprogram , Statistics and assist passengers fly...
6/19/2011
Monthly Statistics                     6/19/2011
6/19/2011
Case-studyLufthansa Airlines                     6/19/2011
• +207,000 subscribers on Facebook• Booking, Loyalty program, in-flight services andnewsletter•As with most airlines on Fa...
6/19/2011
6/19/2011
Connecting with Smart phones& Tablets                         6/19/2011
Case-studyDelta Airlines: “@Delta”                           6/19/2011
•Almost 183,000 people follow this account• + 3,000 tweets•Delta Airlines actively serves customerneeds via Twitter.      ...
Delta gets serious about customer service! Delta Airlines has a separate Twitter channels to listen and respond to custom...
Great response rates! This is possible due to a dedicated team of about 10 people handling customer requests.  Goals Driv...
Case-studyJetBlue: “Cheeps”                    6/19/2011
•Almost 1,625,000 people follow this account!• + 6,700 tweets•updating passengers on flightstatus/delays, and sharingphoto...
Cheap tickets sold every Tuesday morning on Twitter   JetBlue sells last   minute, limited-   availability, cheap flights...
Fills up capacity, drives revenue!   Not only does it   help fill up   capacity, it drives   more user traffic   to JetBl...
Case-studiesDelta Airlines & Lufthansa                             6/19/2011
• +4.65 millions upload views• + 230,000 channel views• almost 6,000 subscribers                                Delta’s Yo...
• +600,000 upload views• + 127,000 channel views• almost 2,500 subscribers                             Videos about experi...
Building Social Media Strategy                                     Business Goals/Objectives           Measure Business O...
Business             Goals/Objectives Measure business                       Define Domainoutcomes &                      ...
Business             Goals/Objectives Measure business                       Define Domainoutcomes &                      ...
Business             Goals/Objectives                    Which Social Media tool will be best to Measure business         ...
Business             Goals/Objectives Measure business                       Define Domainoutcomes &                      ...
Business             Goals/Objectives Measure business                       Define Domainoutcomes &                      ...
Business             Goals/Objectives Measure business                       Define Domainoutcomes &                      ...
Business             Goals/Objectives Measure business                       Define Domainoutcomes &                      ...
Five Success Plan Recommendations                                                1. Consistency                           ...
References :•   Gartner•   Google•   Facebook•   Twitter•   Alexa•   YouTube•   Simpliflying•   E-Consultancy•   Social me...
Thanks         6/19/2011
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Social media in the airlines business, 1st journey, 2011

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How can airlines use social media to enhance thier business
prepared by: Hatem Kameli, 2011

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Transcript of "Social media in the airlines business, 1st journey, 2011"

  1. 1. 6/19/2011
  2. 2.  What is Social Media ? Social network Blogs Micro blogs WikiSocial Media is an Photo sharingOnline interaction channel Video sharingopened for the Virtual worldpurpose of mass Content ratingCollaboration. Slide sharing Social bookmarking Social news  ….  ….  and more 6/19/2011
  3. 3. • 1st largest Social web on the Internet Alexa.com 2011 Source : Social Bakers Jan 2011 6/19/2011
  4. 4. Social Media Growth - Facebook • 1st largest Social web on the Internet • 2nd largest site on the Internet • 700,000,000 users in the world ( facebook.com May 2011 ) • +280,000 Saudis joined facebook in Jan 2011 (facebook.com 2011) • +9,000 Saudis register to facebook daily • 61 % of global companies using FacebookCompanies with Facebook Source : e-Consultancy 2011 6/19/2011
  5. 5. Social Media Growth - YouTube• 2nd largest social web on the Internet• 3rd largest site on the Internet• KSA ranks the highest in the world in YouTube• 2 billions views / day• 700 billion views, 2010• 15 hours video uploaded every minutes• 57 % of global companies using YouTubeCompanies with YouTube 6/19/2011 Source : e-Consultancy 2011
  6. 6. Social Media Growth - Twitter• 3rd largest social web on the Internet• +300 million users in the world• 460,000 new accounts /day.• 182%. Increase in number of mobile users in 2010• 77 % of global companies using Twitter Companies with Twitter Source : e-Consultancy 2011 6/19/2011
  7. 7. Social Media Growth•Social-Media Services to Replace E-Mail as the Primary Vehicle for 20 Percentof employees to use social networks as their business communications by 2014•By 2016, social technologies will be integrated with most business applications( Gartner 2011) 6/19/2011
  8. 8.  What are The Benefits of Social Media to the Airline Industry 6/19/2011
  9. 9.  Benefits of Social Media to the Airline Industry • Increase revenue and sales • Reduce cost • Increase brand awareness and engagement • Improve service levels • Improve customer satisfaction and loyalty • Better understand your buyers • Increase web site traffic • Enhance multichannel campaign efforts 6/19/2011
  10. 10. We have studied Social Media of the following leading airlines: 1. Malaysia Airlines 2. Delta Airlines 3. Air France 4. Lufthansa 5. Continental Airlines 6. American Airlines 7. Air Asia 8. JetBlue Airways 9. Virgin America Airlines 10. British Airways 11. Southwest Airlines 12. KLM Airlines 13. Etihad Airways 14. Turkish Airlines 6/19/2011
  11. 11. Leading Airlines Provide the Following Social Media Services • Make a booking • Manage a booking • Flight Status • Check –in • Select seat • Payment • Send Boarding Pass Bar Code to ( email & Mobile ) • Timetable • Promotional Offers • Loyalty Program • Connecting with Smart phones • Advertising Opportunity • Contact Information • In-flight services • Travel and destination guides • Entertainment • Newsletters 6/19/2011
  12. 12. Best of The Airlines Social Media Performance Awards(Simplifying.com )• Best use of Social Media to drive revenue ( Malaysia Airlines )• Best use of Social Media to marketing campaign (Lufthansa )• Best use of Social media, Strategic Video Awards (Southwest Airlines )• Best Twitter page on March 2011 ( Delta Airlines ) 6/19/2011
  13. 13. Airlines in The Social Media ( Facebook & Twitter )Percentage of Followers( facebook vs. twitter ) in someairline companies 6/19/2011
  14. 14. Facebook Content - Airlines • Facebook is for Advertising in the airlines Public Relation Social Activity Advertising Direct mail Word-of-mouth Selling Sales promotion Sponsorship Source : Air Transport Research Society (ATRS), July 2010 6/19/2011
  15. 15. Twitter Content - Airlines • Twitter is for Relationship / Customer Services in the airlines Public Relation Social Activity Advertising Direct mail Word-of-mouth Selling Sales promotion Sponsorship Source : Air Transport Research Society (ATRS), July 2010 6/19/2011
  16. 16. Case-studiesMalaysia Airlines Travel 6/19/2011
  17. 17. •Almost 302,300 subscribers on Facebook!•Booking, Payment, Manage, Check-in, sharing , in-flight services•Malaysia MHBuddy system not only lets passengerscheck-in and print out boarding passes, it also givesthem the ability to see if other Facebook friends are onthe same flight 6/19/2011
  18. 18. Invite yourfriends on your trip 6/19/2011
  19. 19. 6/19/2011
  20. 20. 6/19/2011
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  23. 23. Case-studyDelta Airlines 6/19/2011
  24. 24. • +142,000 subscribers on Facebook•Booking, Check-in, Flight status, loyaltyprogram , Statistics and assist passengers flyingDelta Airlines 6/19/2011
  25. 25. 6/19/2011
  26. 26. Monthly Statistics 6/19/2011
  27. 27. 6/19/2011
  28. 28. Case-studyLufthansa Airlines 6/19/2011
  29. 29. • +207,000 subscribers on Facebook• Booking, Loyalty program, in-flight services andnewsletter•As with most airlines on Facebook, complaintsrequiring a response should be addressed to theirmain website 6/19/2011
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  32. 32. Connecting with Smart phones& Tablets 6/19/2011
  33. 33. Case-studyDelta Airlines: “@Delta” 6/19/2011
  34. 34. •Almost 183,000 people follow this account• + 3,000 tweets•Delta Airlines actively serves customerneeds via Twitter. 6/19/2011
  35. 35. Delta gets serious about customer service! Delta Airlines has a separate Twitter channels to listen and respond to customers. They’re not even afraid to apologize! 6/19/2011
  36. 36. Great response rates! This is possible due to a dedicated team of about 10 people handling customer requests. Goals Driven Customer Service Source : Delta airlines 6/19/2011
  37. 37. Case-studyJetBlue: “Cheeps” 6/19/2011
  38. 38. •Almost 1,625,000 people follow this account!• + 6,700 tweets•updating passengers on flightstatus/delays, and sharingphotos, experiences, and general news from theairline. 6/19/2011
  39. 39. Cheap tickets sold every Tuesday morning on Twitter JetBlue sells last minute, limited- availability, cheap flights every Tuesday. 6/19/2011
  40. 40. Fills up capacity, drives revenue! Not only does it help fill up capacity, it drives more user traffic to JetBlue website Goals driven Revenue 6/19/2011
  41. 41. Case-studiesDelta Airlines & Lufthansa 6/19/2011
  42. 42. • +4.65 millions upload views• + 230,000 channel views• almost 6,000 subscribers Delta’s YouTube channel has a host of videos ranging from airline initiatives to in-flight services, travel guides and Entertainments 6/19/2011
  43. 43. • +600,000 upload views• + 127,000 channel views• almost 2,500 subscribers Videos about experiences on Lufthansa aircrafts ,announcement of the new aircrafts and guide to use the services 6/19/2011
  44. 44. Building Social Media Strategy Business Goals/Objectives Measure Business Outcomes & Define Domain Impact ROI Who Determine level of Engagement Awareness, Reach, Frequency Identify Audiences 6/19/2011
  45. 45. Business Goals/Objectives Measure business Define Domainoutcomes & Impact ROI Who Determine Awareness, Re level of ach, FrequencyEngagement What are the Business objectives that you Identify would like to achieve it through social media ? Audiences Build awareness Build relationships with customers Improve customer service Generate sales … etc 6/19/2011
  46. 46. Business Goals/Objectives Measure business Define Domainoutcomes & Impact ROI Who Determine Awareness, Re level ofEngagement ach, Frequency • What are the areas that will be impacted ? Identify ( PR, Marketing, Sales, Product Management, IT ..etc ) Audiences • Define Priorities 6/19/2011
  47. 47. Business Goals/Objectives Which Social Media tool will be best to Measure business Define Domain help meet the objectives?outcomes & Impact ROI Who Determine Awareness, Re level of ach, FrequencyEngagement Identify Audiences85% of companies usingFacebook part of their SocialMedia marketing strategy 6/19/2011 Source : e-Consultancy
  48. 48. Business Goals/Objectives Measure business Define Domainoutcomes & Impact ROI Who Determine Awareness, Re level of The audience include people and organizations that ach, FrequencyEngagement are known, unknown, internal, external, experts or Identify Audiences amateurs •Employees •Business Partners •Customers 6/19/2011
  49. 49. Business Goals/Objectives Measure business Define Domainoutcomes & Impact ROI Who Monitoring & Listening Determine Awareness, Re level of ach, Frequency Discovering : analyze the conversations it is monitoringEngagement Identify Audiences Sharing & Participating : Interact with audiences Co-create : involved with the audience on an ongoing basis ( e.g. : ask the collective for feedback on branding) 6/19/2011
  50. 50. Business Goals/Objectives Measure business Define Domainoutcomes & Impact ROI Who Determine Awareness, Re level of ach, FrequencyEngagement Identify What business outcomes did you achieve ? Audiences Loyalty? Sales? Branding? .. Etc What was the ROI ? Best Social Media Measurement tools : • Buzz Metrics (Nielsen ) • Conversation Monitor (Converseon ) • Radian6 Dashboard (Radian6 ) • SM2 (Alterian) 6/19/2011
  51. 51. Business Goals/Objectives Measure business Define Domainoutcomes & Impact ROI Who Determine Awareness, Re  Who is leading the social media initiatives? level of ach, FrequencyEngagement Identify Audiences Line of business (e.g. marketing, sales, PR) Multiple groups are leading separate initiatives IT Social media steering committee HR 6/19/2011
  52. 52. Five Success Plan Recommendations 1. Consistency Keep the purpose consistent with fulfill goals/objectives and audience needs5. Creativity 2. CoordinationEstablish principles, values and expectations social media are not disconnected from otherthen trust employees to do the right things business functionson social media4. Conversation 3. CharterEngage with collective an opportunity to have Assign responsibility for plan development,meaningful conversations on social education, execution, governance and refinementmedia, then listen and act on their input of social media initiatives 6/19/2011
  53. 53. References :• Gartner• Google• Facebook• Twitter• Alexa• YouTube• Simpliflying• E-Consultancy• Social mention• ATRS• IATA 6/19/2011
  54. 54. Thanks 6/19/2011

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