eMarketing Techniques Webinar - Soaring to New Heights with Web 2.0 and Akron Canton Airport


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Join Kristie Van Auken for the eMarketing Techniques Webinar - Soaring to New Heights with Web 2.0

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eMarketing Techniques Webinar - Soaring to New Heights with Web 2.0 and Akron Canton Airport

  1. 1. Soaring to new heights with web 2.0
  2. 2. <ul><li>About CAK </li></ul><ul><ul><li>Passengers, destinations, brand essence </li></ul></ul><ul><li>New media, Web 2.0, Social Networking…no matter what you call it…it is transforming communications </li></ul><ul><ul><li>Blog/ Facebook/ Flickr/ YouTube/ Twitter </li></ul></ul><ul><ul><li>Build community, listen, really get to know your customer </li></ul></ul><ul><li>Connect with key demographic-Tech-savvy travelers </li></ul><ul><li>Integrated communications: Branding + Advertising + Social Media </li></ul>Soaring to new heights with 2.0
  3. 3. Social Media TeamCAK CAKairport (Ryan) CAKristie
  4. 4. About the Airport <ul><li>A marketing organization with an airport attached </li></ul><ul><ul><li>Change chasers </li></ul></ul><ul><ul><li>Prepared to execute new strategies quickly </li></ul></ul><ul><li>Lowest average fare in Ohio </li></ul><ul><li>Low cost operational model </li></ul><ul><li>More seats/ flights in 2010 </li></ul>
  5. 5. Passenger growth LGA/TPA BOS/ CLT/PHL DEN/LAS/RSW ATL- FL MCO ATL-DL 275 % increase
  6. 6. The Essence of our Brand <ul><li>Price + Experience = A better way to go .® </li></ul>In a perfect world brand comes first… no brand, no plan, less basis for social media messages and tactics
  7. 7. Why Web 2.0? <ul><li>Create a connection; deep dialog with “(Young-ish) Tech Savvy Travelers” </li></ul><ul><ul><li>Direct match to our core demo </li></ul></ul><ul><ul><li>25-54 years old </li></ul></ul><ul><ul><li>College educated </li></ul></ul><ul><ul><li>$60,000+ household income </li></ul></ul><ul><ul><li>Very comfortable in social networks- a preferred way to keep in touch with people and things that matter to them </li></ul></ul>
  8. 8. New Media is Transforming <ul><ul><li>Our experimentation has blossomed into new opportunities to connect with customers (and potential customers). Our plan is to transform the customer relationship into one for life rather than settling for an advertising acquaintance. </li></ul></ul><ul><ul><li>Where are we: Blog/ Facebook Page/ Twitter/ Flickr/ YouTube </li></ul></ul>
  9. 9. We Started with a Corporate Blog <ul><li>2005 launched CAK BlogPort on web site </li></ul><ul><ul><li>First blogging airport in the US </li></ul></ul><ul><ul><li>Great for SEO </li></ul></ul><ul><ul><li>Brand affirming </li></ul></ul>
  10. 10. YouTube and Flickr Offer Visuals CAK on YouTube CAK Photostream on Flickr
  11. 11. Facebook <ul><li>If Facebook were a country, it would be the 3rd largest and fastest growing in the world. </li></ul><ul><li>Most searched brand, eclipsing Walmart, Amazon even Google. </li></ul><ul><li>Most visited website </li></ul><ul><li>Users spend 6 hours per month on FB. </li></ul><ul><li>More than 20 million people become fans of Pages daily. </li></ul>
  12. 12. “ Most fans will come back if there is a real sense of community.” Mari Smith Social Media Examiner , January 26, 2010
  13. 13. Twitter <ul><li>Real time dialog w/ customers </li></ul><ul><li>Monitor competition </li></ul><ul><li>Push partners </li></ul><ul><li>Quickly monitor news – local and industry </li></ul>CAK on Twitter
  14. 14. Bringing it all together – Social CAK
  15. 15. Integrated: Branding + Advertising + Web 2.0 <ul><li>90% budget is in “traditional” marketing channels: TV, radio, print, and online travel agencies </li></ul><ul><li>Maybe deeper more valuable benefit from social media endeavor </li></ul><ul><ul><li>Forward looking strategy </li></ul></ul><ul><ul><li>Communicate with customers in their space rather than common platforms with top/down messaging </li></ul></ul><ul><ul><li>It requires commitment, just like any good relationship </li></ul></ul><ul><li>We are committed to growing our web 2.0 strategy </li></ul>
  16. 16. THANK YOU!