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Mkm915 emirates airlines digital marketing campaign

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Emirates Airlines Digital Marketing Plan

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Mkm915 emirates airlines digital marketing campaign

  1. 1. Emirates Airlines – Digital Marketing Plan Prepared by: Abhinav Mahajan Anirudh Srivastava Anish Gupta Nisarg Gupta
  2. 2. Global rankings according to SOCIAL MEDIA response time 1. Air Canada 2. Etihad Airways 3. Lufthansa Airlines 4. Singapore Airlines 5. Delta Airlines 6. Qatar Airways 7. Emirates Airlines SITUATION ANALYSIS Higher number of dissatisfied customers due to delayed response to queries Rank Global ranking Average response time 1 2 3 4 5 6 7 Qatar Airways Singapore Airlines Air Canada Emirates Delta Airlines Lufthansa Airlines Etihad Airways 1 hr. 39 min. 20 min. 37 sec. 9 min. 1 sec. 3 hr. 39 min. 31 min. 4 sec. 21 min. 48 sec. 11 min. 21 sec. 9 min. 1 sec. 11 min. 21 sec. 21 min. 48 sec. 20 min. 37 sec. 31 min. 04 sec. 1 hr. 39 min. 3 hrs. 39 min.
  3. 3. OBJECTIVES TO REDUCE THE RESPONSE TIME TO 8 MINUTES IN 6 MONTHS undertaking effective control measures in order TO ENSURE BETTER CUSTOMER EXPERIENCE and increase customer satisfaction TO WIN BACK THE CUSTOMER BASE lost due to delayed response time on social media platforms
  4. 4. INITIATING A SOCIAL MEDIA CAMPAIGN to re-instigate relationships with customers lost due to delayed response on social media platforms STRATEGY Emirates needs to come up with strategies to ensure quicker response and better customer service STRENGTHENING DIGITAL MARKETING in order to ensure enhanced customer interaction
  5. 5. TACTICS Emirates to incorporate Zendesk and launch live chat for better customer service and launch a digital campaign to communicate the new promise LAUNCH CHAT-BOX On website to enhance customer interaction ZENDESK Implementation to reduce response time and provide better solutions SOCIAL MEDIA CAMPAIGN Conveying the message of reduced response time and improved customer experience
  6. 6. ACTION & CONTROL Compete with the other airlines we need to achieve a response time of 8 minutes by June BACK END OPERATIONS In May a month long “12 minutes response time” internal program will be launched If successful campaign will be officially live from June BACK END OPERATIONS following the success of 12 minutes, response time will be taken down to “8 minutes” from June FRONT END OPERATIONS Launch of SOCIAL MEDIA CAMPAIGN to promote “12 minutes response time” Evaluation of internal program via Zendesk ensuring that we achieve the “12 minutes response time” Phase 1: Phase 2:
  7. 7. What is Zendesk? CUSTOMER SERVICE PLATFORM to ensure meaningful, personal and productive customer relationships Helps companies in Features 1. Ticketing System 2. Knowledge Base 3. Community Forums 4. Help Desk Software 5. Security 6. Tech Specs OMNICHANNEL SUPPORT SCALING WITH SELF SERVICE Seamless customer service across all channels Improved resolution rates, lower support costs and happier customers
  8. 8. Products offered Support Guide Chat Talk Message Inbox Team Email Explore Connect + Outbound Integrations & Apps Embeddable Insights & Analytics Product Updates What is Zendesk?
  9. 9. How will Zendesk help Emirates? TICKETING SYSTEM & SEAMLESS CHANNEL INTEGRATION Consistent customer service: Zendesk acts a common share drive for customers’ queries Irrespective of queries on email – chat – twitter – facebook etc. Support agent is always provided with a consistent ticket, hence making ticket management to solve customer grievances easily. Zendesk allows customers to connect through any channel they are comfortable with. BACK END OPERATIONS
  10. 10. SERVICE LEVEL AGREEMENT Zendesk lets your team easily see SLAs and avoid breaches Will enable Emirates to apply SLAs based on the conditions they set and then track metrics down to the minute. Consistent customer service: How will Zendesk help Emirates? BACK END OPERATIONS
  11. 11. FRONT END OPERATIONS The Chat Box The Chat Box CHAT BOX WILL HELP CUSTOMERS TO INTERACT FEASIBLY with support agent directly, with getting on IVR calls w.e.f. June, 2018
  12. 12. FRONT END OPERATIONS The Social Media Campaign - #8minutes July 2018 – August 2018 8 minutes response timeFacebook #8minutesInstagram LinkedIn 8 minutes response time Twitter #8minutes
  13. 13. FRONT END OPERATIONS #8minutes Objectives ACHIEVE INDUSTRY RANKING OF #1 AIRLINES In customer interaction on social media platforms by august 2018 ENHANCE CUSTOMER INTERACTION Lost due to delayed response rate INCREASE FOLLOWERS AND TRAFFICE ON RESPECTED PLATFORMS Facebook 10 Mn fans Twitter 1.5 Mn followers Linkedin 9 Mn followers Instagram 3.5 Mn followers
  14. 14. FRONT END OPERATIONS #8minutes Target Audience Airlines Primary Audience: Business Travelers Secondary Audience: Passengers / families travelling for leisure
  15. 15. FRONT END OPERATIONS #8minutes Tactics With the aim of educating people about the decreased response time social media campaign will roll out certain posts, tweets and articles LINKEDIN: 1 article every week about the entire campaign including #8minutes FACEBOOK: 3 posts a day including #8minutes TWITTER: 8 tweets a day #8minutes INSTAGRAM: 8 posts a day having screenshots of customers’ testimonials and support office pictures while resolving queries #8minutes Campaign will be run and analyzed across social media platforms via Hootsuite
  16. 16. FRONT END OPERATIONS #8minutes Tactics Emirates airlines starts a new #8minutes response time program in order to increase efficiency in terms of customer interaction and to broaden their customer reach Linkedin Emirates airlines starts a new #8minutes response time program in order to increase efficiency in terms of customer interaction and to broaden their customer reach. Twitter Emirates airlines starts a new #8minutes response time program in order to increase efficiency in terms of customer interaction and to broaden their customer reach. Facebook Emirates airlines starts a new #8minutes response time program in order to increase efficiency in terms of customer interaction and to broaden their customer reach. Instagram
  17. 17. FRONT END OPERATIONS #8minutes KPIs LINKEDIN Post Performance Will enable Emirates to review impressions, clicks, and engagements on the articles published Page Reach Analytics module in Linkedin will allow Emirates to review the performance of 7 previous days Engagement Rate It will help Emirates to review how many times a particular post was clicked, liked, commented on and shared both in organic and paid through campaign Followers Demographics This will help Emirates to know Who are the people following Emirates Linkedin page? What industry do they work in? What function do they occupy?
  18. 18. FRONT END OPERATIONS #8minutes KPIs TWITTER Reach and Posts This will help Emirates to ensure that tweets are reaching a wide audience and will compare the performance of tweets of last 30 days Retweets Using this metrics Emirates can see the retweets of their tweets in last 7 days Influencer Ranks This will help Emirates to track which Twitter influencers would be the most efficient at getting the word out. Competitor Ranks This KPI will help Emirates to identify the biggest competitors in the space
  19. 19. FRONT END OPERATIONS #8minutes KPIs FACEBOOK Audience Growth This will help Emirates in analyzing: • How quickly fans are following? • What type of audience is Emirates building? • How close is the audience is Emirates building to their target audience? Audience Engagement This will help Emirates in analyzing: • Is the audience interacting with the content? • Is audience engaging? • Is Emirates responding to comments on posts? Content Reach This will help Emirates in analyzing: • How many people are seeing Emirates content each week? • What is Emirates doing to improve reach? • Is Emirates getting referral traffic from Facebook? Conversions This will help Emirates in analyzing: • What is the conversion rate? • Which landing pages had highest conversions? • What is your lead process?
  20. 20. FRONT END OPERATIONS #8minutes KPIs INSTAGRAM Comments Received This will help Emirates in analyzing how engaging is the content Engagement Per Follower This will help Emirates in analyzing engagement relative to the audience size Followers Gained This will help Emirates in analyzing the total reach of the posts Referral Traffic This will help Emirates in analyzing how much traffic website receive from Instagram

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