Airlines 2.0
 Using
technology
for
innova2ve

 branding
through
the
recession
         Avia%on
Outlook
Middle
East
       ...
About the Speaker
•   Airline branding expert & consultant
•   Founder & CEO
    SimpliFlying
•   Global Lead- Brand Strat...
What you will learn...

What does a recession mean for airline brands?

How to tap on the latest technologies to get close...
READY?
Let’s start by reviewing 2008
$4,000,0
                          00,000
  Total es
           timated lo
                      sses for a
              ...
30%
Average
        drop in
                airline s
                          tocks
5                           l
                                      oi

          6
                                    f
...
50
Expected number of airline bankruptcies in 2009
0                         -in

     5
                               k
                             ec
                   ...
ESULT?
Frustrated
             Customers
             Employees
             Management
In other words...
Loss of Brand Equity
ow What?
Airlines need to get closer
to the customer again.




                              But how?
By interacting with the customers on their terms

By getting inside the fickle mind of the customer

By sharing the ownersh...
Bring in the social web...
Community || Collaboration || Content || Co-Creation
How to do it?
Interaction without interruption
A community for common interests
A community for a specific target group
A community for frequent fliers
A community for potential customers
A community in another community
Co-Creation
Customer often knows best
Sometimes, competitions
do the trick
And other times, a customer-spokesperson is needed
But first...




Airlines need a Personal!ty
Airline food, anyone?
Embracing the
accidental spokesperson
Employees blogging
Keep it Simple. Make it Easy.
Keep it Simple. Make it Easy.
A Holistic Strategy?
           Interaction without interruption

           Co-creation

           Having a personality
...
JetBlue Airways
        blogging...
JetBlue Airways
      on Twitter...
JetBlue Airways
        on eBay...
$
What about ROI?
Need not be just about money
To capture a specific market...




                                 Go where the customer is.
It can be about engaging the employees
The key is to have a quantifiable measure of success beforehand
isks? What Risks?
How to tackle risks?




Recognize - What can go wrong?
Prepare - To involve the community
Be Resilient - Bounce!
In Conclusion...
Airlines need to restore the
trust in their brands...
Using the latest technology tools to
build trust allows...




                                       Interaction without ...
It’s not the strongest of the species that
survives, nor the most intelligent. It is the
     one that is most adaptable t...
Get in touch


    Shashank Nigam
 shashank@simpliflying.com
Aviation Outlook Middle East Keynote - Airlines 2.0: Using technology for innovative branding through the recession
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Aviation Outlook Middle East Keynote - Airlines 2.0: Using technology for innovative branding through the recession

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This is the keynote presentation first presented at the Aviation Outlook Middle East, in Abu Dhabi, in March 2009.

View details at http://simpliflying.com

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Aviation Outlook Middle East Keynote - Airlines 2.0: Using technology for innovative branding through the recession

  1. 1. Airlines 2.0 Using
technology
for
innova2ve
 branding
through
the
recession Avia%on
Outlook
Middle
East Abu
Dhabi,
March
3‐5,
2009
  2. 2. About the Speaker • Airline branding expert & consultant • Founder & CEO SimpliFlying • Global Lead- Brand Strategy, Airline Capital Associates, Inc • Columnist Interbrand’s BrandChannel.com • Co-author of two books on branding
  3. 3. 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
  4. 4. READY?
  5. 5. Let’s start by reviewing 2008
  6. 6. $4,000,0 00,000 Total es timated lo sses for a irlines
  7. 7. 30% Average drop in airline s tocks
  8. 8. 5 l oi 6 f lo 1 e rr $2 ba $ fa Ex o p ice ec 5 pr te st d he pr ig ic H e of oi li n m id -2 00 9
  9. 9. 50 Expected number of airline bankruptcies in 2009
  10. 10. 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
  11. 11. ESULT?
  12. 12. Frustrated Customers Employees Management
  13. 13. In other words...
  14. 14. Loss of Brand Equity
  15. 15. ow What?
  16. 16. Airlines need to get closer to the customer again. But how?
  17. 17. 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
  18. 18. Bring in the social web... Community || Collaboration || Content || Co-Creation
  19. 19. How to do it?
  20. 20. Interaction without interruption
  21. 21. A community for common interests
  22. 22. A community for a specific target group
  23. 23. A community for frequent fliers
  24. 24. A community for potential customers
  25. 25. A community in another community
  26. 26. Co-Creation
  27. 27. Customer often knows best
  28. 28. Sometimes, competitions do the trick
  29. 29. And other times, a customer-spokesperson is needed
  30. 30. But first... Airlines need a Personal!ty
  31. 31. Airline food, anyone?
  32. 32. Embracing the accidental spokesperson
  33. 33. Employees blogging
  34. 34. Keep it Simple. Make it Easy.
  35. 35. Keep it Simple. Make it Easy.
  36. 36. A Holistic Strategy? Interaction without interruption Co-creation Having a personality Ease of experience
  37. 37. JetBlue Airways blogging...
  38. 38. JetBlue Airways on Twitter...
  39. 39. JetBlue Airways on eBay...
  40. 40. $ What 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. The key is to have a quantifiable measure of success beforehand
  45. 45. isks? What Risks?
  46. 46. How to tackle risks? Recognize - What can go wrong? Prepare - To involve the community Be Resilient - Bounce!
  47. 47. In Conclusion...
  48. 48. Airlines need to restore the trust in their brands...
  49. 49. Using the latest technology tools to build trust allows... Interaction without interruption Co-creation Building of a personality Ease of experience
  50. 50. 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
  51. 51. Get in touch Shashank Nigam shashank@simpliflying.com
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