LCC 2.0
5.5secrets to driving revenue from social media
Shashank Nigam
Founder & CEO, SimpliFlying
Global Head ‐ Brand Strategy, ACA Associates, Inc

Aviation :: Branding ::Technology
Practitioners
Top 5 Twitter-ers on airlines
Blog Articles read over 250K times
Global outlook: Singapore & NYC based
Stellar Board of Advisors
Patrick Murphy - ex-Chairman, RyanAir
Chris Brogan - THE social media guru
Donald Schenk - CEO, Airline Capital Associates

Key take aways...
Why social media cannot be ignored anymore
3 myths about social media, debunked!
What does “revenue” consist of?
5.5 steps to drive revenue in social media
3 steps to get started with social media in the next 3 weeks
Who will implement the strategies?
What are the risks involved in this approach?
Simply, how social media can help YOU fill more seats
P.S: Good news! This is the wordiest slide in this presentation...

READY?

What’s Web 2.0?
Community || Collaboration || Content || Co-Creation

“But if I don’t get it, why should I care?”

http://simpliflying.com/category/presentations/

3 MYTHS
about social media, debunked

Social media is free...
... free like a puppy

If I build it...
... they will come

Social media is like a BBQ cookout...
... not a flea market

But, I’m an LCC
Show me the money!

Driving Revenue
Get people to fly more
F often: Frequency!
Get more people to fly:
R Reach!
Make more $ per
Y customer: Yield!
Get them to decide to fly
D sooner: Decision!

5.5secrets
to driving revenue from social media

1 Clear distressed inventory on Twitter
If Dell can drive $3M through Twitter...
...why can’t airlines?
Reach
Frequency

2 Infuse social media in the booking path
Forrester research confirms that adding customer
comments during booking boosts conversion
Integrate reviews from:
1. Skytrax
2. Eezeer.com
3. Tripadvisor.com
4. Expedia and others...
Decision

3 Integrate with social media travel apps
1
2
1. User updates travel status (Twitter/FB)
2. Status integrated in social media apps
3. Past status offers customer insights 3
4. Huge opportunity for:
1. Building apps with targeted offers
4
2. Location-based recommendations
3. Viral-status apps
Reach
Decision

4 Partner with airlines/airports/hotels
Reach
Decision

5 Create private online communities
1. For frequent flyers?
2. For the traveling women?
3. For kids? backpackers?
Frequency
Yield

5.5 Social media, at its heart is about people
Build the community first, add true value and
set the right expectations

Great ideas.
Now what?

How to get started?

3 steps to get started with social media in
the next 3 weeks
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What if your employees are already overworked?

One person/team, supported by Subject Matter Experts

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

The key is to have a quantifiable measure of success beforehand

In Conclusion...

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

“...and you don’t want to be the one looking like
an ostrich with its head in the sand...”
Azran Osman-Rani, CEO, AirAsia X
At Aviation Outlook Summit Asia Pac, 5 Aug 2009

Questions
Email: shashank@simpliflying.com
Twitter: @simpliflying