Airlines 2.0
Using technology for innova2ve
branding through the recession
1

About the Speaker
• Airline branding expert & consultant
• Editor - SimpliFlying.com
• Columnist - BrandChannel.com
• Co-author of two books on branding
2

What you will learn...
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?
Simply, how to build a stronger airline brand in 2009
3

READY?
4

Let’s start by reviewing 2008
5

$4,000,0
00,000
Total es
timated lo
sses for a
irlines
6

30%
Average
drop in
airline s
tocks
7

5 l
oi
6
f
lo
1
e
rr
$2
ba
$ fa Ex
o pe
ice ct
0
pr ed
st
he pr
ig ic
H e
of
oi
li
n
ea
rl
y
20
09
8

50
Expected number of airline bankruptcies in 2009
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

ESULT? 11

Frustrated
Customers
Employees
Management
12

In other words...
13

Loss of Brand Equity
14

ow What?
15

Airlines need to get closer
to the customer again.
But how?
16

By revealing the personality behind the brand
By interacting with the customers on their terms
By getting inside the fickle mind of the customer
By tapping on the latest technologies to do this
17

Bring in the social web...
Community || Collaboration || Content || Co-Creation
18

How to do it? 19

Interaction without interruption
20

A community for common interests
21

A community for a specific target group
22

A community for frequent fliers
23

A community for potential customers
24

A community in another community
25

Co-Creation
26

Customer often knows best
27

Sometimes, competitions
do the trick
28

And other times, a customer-spokesperson is needed
29

But first...
Airlines need a Personal!ty
30

31
Employees blogging

32
Embracing the
accidental spokesperson

Keep it Simple. Make it Easy.
33

Keep it Simple. Make it Easy.
34

A Holistic Strategy?
Interaction without interruption
Co-creation
Having a personality
Ease of experience
35

JetBlue Airways
blogging...
36

JetBlue Airways
on Twitter...
37

JetBlue Airways
on eBay...
38

$
What about ROI?
39

Need not be just about money
40

To capture a specific market...
Go where the customer is.
41

It can be about engaging the employees
42

The key is to have a quantifiable measure of success beforehand
43

isks? What Risks? 44

How to tackle risks?
Recognize - What can go wrong?
Prepare - To involve the community
Be Resilient - Bounce!
45

In Conclusion...
46

Airlines need to restore the
trust in their brands...
47

Using the latest technology tools to
build trust allows...
Interaction without interruption
Co-creation
Building of a personality
Ease of experience
48

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
49