DELTA &SOCIAL NETWORKSOptimizing our online presence to support the BrandPresented by Garfield M. Harry
CONTENTS 1. Introduction 2. Social Media Snapshot 3. Delta Air Lines Online 4. Current Online User Flow 5. Centralized Online User Flow 6. Benefits of Centralized Efforts 7. Conclusion2 DELTA & SOCIAL NETWORKS 10/2/11 DELTA AIR LINES, INC. - GARFIELD M. HARRY
INTRODUCTIONThe Social Media landscape is constantly evolving fueled by people’s need toconnect. Delta Air Lines is tapping into the power of that ever-changing medium tobuild connections with our passengers.Customer Service guru, Scott Deming suggests the best way to create anunexpected experience is to develop a relationship with our passengers, whichbegins with a connection.The next generation of travelers, HVCs and economy passengers alike speak thedigital language of the social networks.This is our chance to engage them and separate our brand from the crowd throughan unexpected experience. I believe the best way to accomplish this is to focus ouronline efforts to help make Delta.com the “Trusted Friend”, the “Go To” destinationfor our customers.This presentation is just one idea.3 DELTA & SOCIAL NETWORKS 10/2/11 DELTA AIR LINES, INC. - GARFIELD M. HARRY
SOCIAL MEDIA SNAPSHOT Myspace is Facebook is Youtube is Twitter is launched launched launched launched Aug 2003 Feb 2004 Nov 2005 July 2006 Myspace is considered the leading Social networking site Late 2007 Over 1,000,000 people installed the Facebook application US politics in order to Jan 2008 provide live feedback to the Republican/Democratic debates before the New Hampshire primary Enhancements propel Facebook to number one in Alexa Ranking* April 2008 YouTube was awarded a Peabody Award and cited for being "a Speakers Corner 2008 that both embodies and promotes democracy.“ According to Social Media Today it is estimated that 41.6% of the U.S. population April 2010 has a Facebook account About 65 million tweets were posted each day, equaling about 750 tweets sent each June 2010 second, according to Twitter Myspace is ranked 62 by Alexa Ranking* with speculation that it may be auctioned March 2011* Alexa Internet, Inc. is a subsidiary of Amazon.com that compiles online metrics 4 DELTA & SOCIAL NETWORKS 10/2/11 DELTA AIR LINES, INC. - GARFIELD M. HARRY
DELTA AIRLINES ONLINEThe previous slide shows a social media landscape that is constantly changing. What isrelevant today could be obsolete tomorrow, much like the case of Myspace which had avery strong start and slipped into virtual obscurity.Such a fluid medium requires any company that is serious about connecting withconsumers to be everywhere. Instead of finding our audience we have to enable ouraudience to find us.Delta is doing just that with a robust presence on Facebook, several Twitter accounts,Youtube and an informational blog .These online efforts, however, can be optimized by developing a single point of entry,allowing the user to select the best path thus reducing the time spent on various searchengines and increasing the time on our primary site, Delta.com.5 DELTA & SOCIAL NETWORKS 10/2/11 DELTA AIR LINES, INC. - GARFIELD M. HARRY
CURRENT ONLINE USER FLOW User Most of our online properties can be accessed directly via Delta.com. Youtube, DeltaNewsroom and DeltaAssist on Twitter are linked indirectly through the blog page. All sites link back directly to Delta.com except for Youtube which links back to the blog page. There is limited linking between the Delta.com sites and therefore potentially limited awareness. This could create some confusion especially on Twitter where we have three separate profiles providing different consumer functions.Facebook Twitter Blog Youtube DeltaNewsroom Delta Assist6 DELTA & SOCIAL NETWORKS 10/2/11 DELTA AIR LINES, INC. - GARFIELD M. HARRY
CENTRALIZED ONLINE USER FLOW Centralizing our efforts is only the first step ifAdding a ”Social Media” page on Delta.com to we want the Delta.com to become a “trustedserve as a single access point for all of Delta’s friend.” Providing relevant information likeonline properties would raise awareness of the destination reviews which we already have onother sites increasing traffic and activity. Youtube as well as the recommendations on the blog site and city/station facts posted byIn effect we would be creating a Delta portal for local employees all will help to establish trust.all of Delta’s social network initiatives. Delta.com With the right investment we have anAs the section evolves and as users become opportunity to grow Delta.com into a travelmore familiar with the content, this section could portal to rival Tripadvisor and similar sites,grow to become the main online point of contact making Delta the first name people think offor all of Delta’s connections to our consumers, when they think travel.online and mobile. Facebook Twitter Blog Youtube DeltaNewsroom Delta Assist 7 DELTA & SOCIAL NETWORKS 10/2/11 DELTA AIR LINES, INC. - GARFIELD M. HARRY
BENEFITS OF CENTRALIZED EFFORTS By adding a social network page with the main focus of connecting with our passengers we can produce the following benefits: • Direct links to Delta Social Networks, including the newly added DeltaAssist on Facebook • Manage consumer traffic by providing description of links which would help in directing flow to the appropriate site • Control online messaging by linking only to official online Delta properties instead of risking passengers stumbling onto unsanctioned sites • Indirect linkage between various Delta Social sites. By providing a central location users can move between sites without having to rely on a search engines. • Increased awareness of various offerings. The mobile user familiar with Youtube may be unaware of DeltaAssist on Twitter or Facebook during an IROP which is a prime opportunity to build brand loyalty. Increased awareness of Delta’s other social networks could increase online time exposed to the brand and help build ambient awareness. As the consumer begins to develop a sense of the brand’s personality, we have an opportunity to build real connections allowing Delta.com to become the “trusted friend” or “go to” site.8 DELTA & SOCIAL NETWORKS 10/2/11 DELTA AIR LINES, INC. - GARFIELD M. HARRY
CONCLUSION As we grow the brand after a successful merger to become the largest global carrier, steps were taken to ensure we were not only building a bigger airline but a better airline. Steps that may not always be apparent. We have so much relevant and valuable content online that can be easily overlooked. Content that can be used to raise brand awareness, provide valuable passenger information, elicit consumer feedback and build connections. We should bring these elements together and into the light so that our customers understand what we mean by “Keep Climbing.”9 DELTA & SOCIAL NETWORKS 10/2/11 DELTA AIR LINES, INC. - GARFIELD M. HARRY
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