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Social Media Marketing Best Practices for Airports - A Case Study of the Akron Canton Airport
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Social Media Marketing Best Practices for Airports - A Case Study of the Akron Canton Airport

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Kristie Van Auken of the Akron Canton Airport discusses the story of the airport's use (and success) with social media. Follow them at http://www.twitter.com/CAKairport.

Kristie Van Auken of the Akron Canton Airport discusses the story of the airport's use (and success) with social media. Follow them at http://www.twitter.com/CAKairport.

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  • 1. Kristie VanAuken, Senior Vice President and Chief Marketing and Communications Officer Using Web 2.0 to to Fly through Turbulent Skies
  • 2. This is me! CAKristie
  • 3. Social Media TeamCAK CAKElizabeth CAKristie CAKairport (Ryan)
  • 4.
    • About CAK
      • Passengers, destinations, brand essence
    • New media, Web 2.0, Social Networking…no matter what you call it…it is transforming communications
      • Blog/ Facebook/ Flickr/ YouTube/ Twitter
      • Build community, listen, really get to know your customer
    • Connect with key demographic group-YUA
    • Sync our Branding, Advertising and Social Media
    • What can you do with Web 2.0?
    Using Web 2.0 to fly through turbulent Skies
  • 5. About the Airport
    • A marketing organization with an airport attached
      • Change chasers
      • Prepared to execute new stratgies quickly
    • Lowest average fare in Ohio
    • Low cost operational model
    • On track to host more passengers than ever despite yucky economy and airline industry chaos
  • 6. Passenger growth LGA/TPA BOS/ CLT/PHL DEN/LAS/RSW ATL- FL MCO ATL-DL Record breaker! 275% increase
  • 7. The Essence of our Brand
    • Price + Experience = A better way to go . ®
    This comes first…no brand, no plan, no basis for social media messages and tactics
  • 8. New Media is Transforming
      • 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.
      • Where are we: Blog/ Facebook Page/ Twitter/ Flickr/ YouTube
  • 9. We Started with a Corporate Blog
    • 2005 launched CAK BlogPort on web site
      • First blogging airport in the US
      • Great for SEO
      • Brand affirming
      • Evolving as we speak
  • 10. Why Web 2.0?
    • Create a connection; deep dialog with “young upscale actives”
      • 25-45 years old
      • College educated
      • $60,000 household income
      • Very comfortable in social networks- a preferred way to keep in touch with people and things that matter to them
    CAK Fan Page on Facebook
  • 11. YouTube and Flickr Offer Visuals CAK on YouTube CAK Photostream on Flickr
  • 12. Twitter is real-time dialog with customers CAK on Twitter
  • 13. Capture Hearts & Mind & Put Competition on Notice Twitter Twitter Brewed Fresh Daily Blog Twitter
  • 14. The Payoff- New Customer who likes to tell people what he likes
  • 15. Sync Branding, Advertising and Web 2.0
    • 90% budget is in “traditional” marketing channels: TV, radio, print, and online travel agencies
    • Maybe deeper more valuable benefit from social media endeavor
      • Forward looking strategy
      • Communicate with customers in their space rather than common platforms with top/down messaging
      • It requires commitment, just like any good relationship
    • We are committed to growing our web 2.0 strategy
  • 16. What Can You Do with Web 2.0?
    • Facebook Fan Page
    • Twitter- connect with customers and monitor competition
    • Videos of big events, special announcements, capital plans, customer testimonials, behind the scenes
    • Blog or Podcast
    • Brainstorm! It’s up to you!
  • 17. Kristie VanAuken, Senior Vice President and Chief Marketing and Communications Officer (the lucky leader) THANK YOU!