"Ready for take off" - Christian Lüdi

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"Ready for take off" - Christian Lüdi

  1. 1. Social Media @ SWISSSocial Hub ZürichChristian Lüdi, Social Media Manager07.03.2013
  2. 2. Social Media @ SWISSAgenda1. Organisation2. Vision und Strategie3. Beispiele aus der Praxis4 |
  3. 3. Social Media @ SWISSOrganisation Chief Chief Executive Commercial Officer Officer Harry Hohmeister Holger Hätty Corporate Marketing Direct Sales & Sales Service Communication Communication Services CH/EU/IC Center Advertising (3 E-Commerce Media Relations MA) Online Marketing (4 Internal MA) Communication Social Media ?5 |
  4. 4. Social Media @ SWISSSocial Media Board Social Media Marketing takes the lead in Social Media (Strategy / Corporate Identity) and works Corporate Comm. with satellites in all relevant departments. A Social Media Board meets on a regular basis to Social discuss: Media Local Org. Marketing CH/EU/IC - Which channels to use - Key topics for information, interaction & dialogue - Targets for success / measure performance - Breakdown to operations and implementation Customer (structure, organisation, budgets, tools, Care agencies) swiss.com - Updates on new developments & best practice HR / IT / Service exchange (LH Group, competitiors, ...) Legal Center6 |
  5. 5. Social Media @ SWISSOrganisation Corporate Comm. ZRH Social Media EU Marketing markets ZRH EU CH market ZRH Core Customer Mgmt IC markets ZRH Service NYC, Center PVG, BSL, CPT BOM, NRT7 |
  6. 6. Social Media @ SWISSVisionWe want to appeal to and entertain ourexisting customers by delivering added valueand offering relevant community content andthereby strengthen the emotional bond.Further, we aim to attract new customersthrough viral effects and word-of-mouth.We want our customers to become fans ofSWISS through a combination ofentertainment, added value and relationshipdevelopment.8 |
  7. 7. Social Media @ SWISSBrand PositioningSocial Media is part of the brand positioningWe are true to ourselves and don’t pretend to be something we aren’t - Content - we are authentic - we are honest - every fan/request by fan is taken seriouslyWe do things properly or we don’t do them at all - quality of content, games, answers etc. - 24/7 customer serviceIt’s the small things that bring us closer to our guests - added services - surprises - dialogue and interaction with customers - Involve customers (e.g. food tasting, livery voting, videos of how to cook a typical Swiss meal etc.)9 |
  8. 8. Social Media @ SWISSTarget audienceCustomer loyalty and customer retention (existing customers)- Entertainment, games, behind the scenes- Exchange/dialogue- Customer services- Engagement- competitions, content integration, Sales offers/SM channel offers-> Preference, first choice, loyalty, price premiumBrand Awareness (new customers)- «Word-of-mouth», viral effects via fanbase- Games, Apps- Integration in internal/external communication- Targetting/SM advertising/partnerships-> Awareness, Online Reputation, Brand attraction, brand experienceIrregularities- Crisis Communication10 |
  9. 9. Social Media @ SWISSTravel journey on Facebook11 | Social media strategy
  10. 10. Social Media @ SWISSSWISS brand stairways Brand Awareness Relevant Set Flight Experience First Choice Advocacy Generate awareness Enhance purchase Facilitate purchase Enhance Become fans, and familiarity consideration. decision loyalty emotional bonding Increase brand Spread relevant Facilitate travel Strengthen customer Customers become awarness and make information and news experience in every loyalty and proximity brand ambassadors people talk about about SWISS. phase (goal) and recommend us on SWISS. social networks and in Distinguish ourselves Generate sales real life. Present positive against competitors. SWISS brand image Build qualitative and proof it it (24/7) fanbase Online reputationFurthermore: Fast feedback channel about our product and services and as a free market research tool12 | Social media strategy
  11. 11. Social Media @ SWISSCommunication targets Communication Targets Communication Platforms Branding (2-way-/mass-communication) Implementation and Steering Planning and Strategy Information Content/Topics Dialogue Sales Special offers Games Customer Service Crisis Communication Content Platforms (1-way-communication) Internal Communication13
  12. 12. Social Media @ SWISSFacebook14 |
  13. 13. Social Media @ SWISSTwitter (global)15 |
  14. 14. Social Media @ SWISSYouTube16 |
  15. 15. Social Media @ SWISSFlickr17 |
  16. 16. Social Media @ SWISSLX40 (MAI 09)Kick-off der eigenen Social Media Auftritte- Imagefilm von Marc Forster- Kein klassisches Marketing, dafür Seeding auf StudiVZ, Facebook, Blogs & Foren- Eigene LX40 Kanäle (Facebook Fanpage und YouTube-Kanal)- Gleichzeitig: Aufbau von SWISS-Auftritten auf Facebook, Twitter, YouTube und Flickr, Buzz um LX40 ausnutzen(Premiere von LX40 wurde wegen Air France Absturz um eine Woche verschoben)18 |
  17. 17. Social Media @ SWISSFacebook – Übernahme einer bestehenden Fanpage19 |
  18. 18. Social Media @ SWISSFlüge buchen auf Facebook (JAN 10)20 |
  19. 19. Social Media @ SWISSSocial Media Newsroom (FEB 10)- Übersicht unserer Aktivitäten und Plattformen auf SWISS.COM- Anlaufstelle für Online- Journalisten und Blogger- Vor allem zu Beginn auch ein gutes Tool für intern- Keine Like- und Kommentarfunktion, dafür immer up-to-date21 |
  20. 20. Social Media @ SWISSKrisenkommunikation (APR 10)31 Postings1’200 Kommentare22 |
  21. 21. Social Media @ SWISSMarktforschung (APR 10)23 |
  22. 22. Social Media @ SWISSFlyerTalk (APR 10)24 |
  23. 23. Social Media @ SWISSSing Francisco / San Francis-GO (JUL 10)Nutzung sämtlicher PlattformenThemenblock im Blog (Launch des Blogs)Video auf YouTubeFotos auf FlickrLive aus dem Cockpit beim Erstflug via TwitterFotowettbewerb auf FacebookBegleitung des Ganzen via Facebook undTwitterKaraokecontest auf SWISS.COMInterview von CrankyFlier mit HOHHAbstimmung auf 20 Minuten.ch25 |
  24. 24. Social Media @ SWISSSWISS Blog (JUL 10)26 |
  25. 25. Social Media @ SWISSHR (Marketing) (SEP 10)- Blick hinter die Kulissen- Stellenausschreibung auf Facebook- Stelleninserat auf XING27 |
  26. 26. Social Media @ SWISSFly to your Friends (JUN 11)28 |
  27. 27. Social Media @ SWISSLive-tweeting von Pressekonferenz (JUL 11)29 |
  28. 28. Social Media @ SWISSChat mit CCO Holger Hätty (AUG 11)30 |
  29. 29. Social Media @ SWISSFood tasting (SEP 11)31 |
  30. 30. Social Media @ SWISSGoogle+ (NOV 11)32 |
  31. 31. Social Media @ SWISS100’000 Fans (JAN 12)33 |
  32. 32. Social Media @ SWISSCommunity befragt CEO Harry Hohmeister (FEB 12)34 |
  33. 33. Social Media @ SWISS24/7 Kundenservice (JUL 12)35 |
  34. 34. Social Media @ SWISSInstagram (AUG 12)36 |
  35. 35. Social Media @ SWISSLearnings - Ressourcen bereits stellen - Geduld zeigen - Gut zuhören, Kunden/Fans ernst nehmen - Auf Dialog setzen, auch kritische Kommentare beantworten - Engagement zeigen - Added Value bieten, noch ersetzt Social Media nichts - Unterstützung vom Topmanagement - Mitarbeiter mit einbinden (sind die besten Botschafter)37 |
  36. 36. Social Media @ SWISSKommunikationsziele Kommunikationsziele Kommunikationsplattformen Branding (2-Weg-Kommunikation) Einbindung und Steuerung Planung und Strategie Information Inhalt/Themen Dialog Sales Spezialangebote Spiele Kundenservice Content Plattformen Interner Input von: (1-Weg-Kommunikation) Krisenkommunikation - Online Marketing Implementation durch: - Corporate Comm. - Produkt - Social Media Marketing - Märkte > CH/EU/IC - Corporate Communications Interne Kommunikation - Netzwerk - Markets CH/EU/ICH - Ground Services - Service Center - E-Commerce Lead: Social Flaschenhals:38 | Media Marketing Ressourcen
  37. 37. Social Media @ SWISSDanke!39 |

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