Airlines 2.0 - How airlines can use Web 2.0 for branding

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Airlines 2.0 - How airlines can use Web 2.0 for branding

  1. 1. Airlines 2.0 Using
technology
for
innova2ve
 branding
through
the
recession FTMA Ft.
Lauderdale,
April
23,
2009 Shashank
Nigam Founder
&
CEO,
SimpliFlying Global
Head
‐
Brand
Strategy,
ACA
Associates
  2. 2. Key take aways... What does a recession mean for airline brands? How to tap on the latest technologies to get closer to the customers? What have other airlines done to enhance their brands? What are the risks involved in this approach and how to get started? Simply, how to build a stronger airline brand in 2009
  3. 3. READY?
  4. 4. Let’s start by reviewing 2008
  5. 5. $4,000,0 00,000 Total es timated lo sses for a irlines
  6. 6. 30% Average drop in airline s tocks
  7. 7. 7 l oi 4 f lo 1 e rr $3 ba $ fa Ex o p ice ec 0 pr te st d he pr ig ic H e of oi li n m id -2 00 9
  8. 8. 50 Expected number of airline bankruptcies in 2009
  9. 9. 0 -in 5 k ec h $ c ag b nd co se 0 f to at s 5 e Co cs fi $ ci pe 0 s a 0 ng si ge o 2 ar ho ch c of ur $ s t el os u C f ge ra ve A
  10. 10. ESULT?
  11. 11. Frustrated Customers Employees Management
  12. 12. In other words...
  13. 13. Loss of Brand Equity
  14. 14. ow What?
  15. 15. Airlines need to get closer to the customer again. But how?
  16. 16. By interacting with the customers on their terms By getting inside the fickle mind of the customer By sharing the ownership of the brand By revealing the personality behind the brand By tapping on the latest technologies to do this
  17. 17. Bring in the social web... Community || Collaboration || Content || Co-Creation
  18. 18. 55% of consumers want ongoing conversations with companies and brands 89% said they would feel more loyal to a brand if they were invited to take part in a feedback group.
  19. 19. Of these 89%, 43% would like to see companies offering customer service through social media 41% would like companies to solicit feedback 37% would like companies to provide new ways to interact with the brand via social media
  20. 20. How to do it?
  21. 21. Interaction without interruption
  22. 22. A community for common interests
  23. 23. A community for a specific target group
  24. 24. A community for frequent fliers
  25. 25. A community in another community
  26. 26. Co-Creation
  27. 27. Customer often knows best
  28. 28. In the end, it’s the involvement that matters
  29. 29. But first... Airlines need a Personal!ty
  30. 30. Airline food, anyone?
  31. 31. Embracing the accidental spokesperson
  32. 32. Empowering the common man
  33. 33. Empowering the common man
  34. 34. Employees blogging
  35. 35. A Holistic Strategy? Interaction without interruption Co-creation Having a personality
  36. 36. JetBlue Airways blogging...
  37. 37. JetBlue Airways on Twitter...
  38. 38. JetBlue Airways on eBay...
  39. 39. Great ideas. Now what?
  40. 40. $ Think about ROI
  41. 41. Need not be just about money
  42. 42. To capture a specific market... Go where the customer is.
  43. 43. It can be about engaging the employees
  44. 44. Goals, Actions, and Metrics
  45. 45. The key is to have a quantifiable measure of success beforehand
  46. 46. isks? What Risks?
  47. 47. How to tackle risks? How to give up control? Recognize - What can go wrong? Prepare - To involve the community Be Resilient - Bounce!
  48. 48. How to get started?
  49. 49. 1. Give ownership to one person or team 2. It’s OK to start small, but do it well 3. It may require a long-term approach to succeed 4. Success metrics may be different from other efforts
  50. 50. In Conclusion...
  51. 51. Airlines need to restore the trust in their brands...
  52. 52. Using the latest technology tools to build trust allows... Interaction without interruption Co-creation Building of a personality Firm implementation
  53. 53. It’s not the strongest of the species that survives, nor the most intelligent. It is the one that is most adaptable to change. Charles Darwin
  54. 54. Questions Shashank Nigam Founder & CEO, SimpliFlying Global Head - Brand Strategy, ACA Associates Email: shashank@simpliflying.com Twitter: @simpliflying

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