Kristie VanAuken, Senior Vice President and Chief Marketing and Communications Officer Using Web 2.0 to to Fly through Turbulent Skies

This is me! CAKristie

Social Media TeamCAK CAKElizabeth CAKristie CAKairport (Ryan)

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

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?

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

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

Passenger growth LGA/TPA BOS/ CLT/PHL DEN/LAS/RSW ATL- FL MCO ATL-DL Record breaker! 275% increase

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

Price + Experience = A better way to go . ®

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

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

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

2005 launched CAK BlogPort on web site

First blogging airport in the US

Great for SEO

Brand affirming

Evolving as we speak

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

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

YouTube and Flickr Offer Visuals CAK on YouTube CAK Photostream on Flickr

Twitter is real-time dialog with customers CAK on Twitter

Capture Hearts & Mind & Put Competition on Notice Twitter Twitter Brewed Fresh Daily Blog Twitter

The Payoff- New Customer who likes to tell people what he likes

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

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

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!

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!

Kristie VanAuken, Senior Vice President and Chief Marketing and Communications Officer (the lucky leader) THANK YOU!