Seth Cassel, President of EveryMundo outlines the digital conversation with your [airline's] customer. The presentation outlines the difference between human and machine interaction and how to leverage current technology and big data to advance digital conversations between airlines and their customers. He explores 4 different digital channels - search, display, social media, and email - and how to improve them. Seth shows examples of new technology and the way that EveryMundo is helping airlines to change the search paradigm in their digital channels.

1. EVERYMUNDO© 2017 EveryMundo
EVERYMUNDO
THE DIGITAL CONVERSATION WITH YOUR
CUSTOMER:
BIG DATA, USER EXPERIENCE, AND DIRECT CHANNEL GROWTH
@EveryMundo
@sethcassel
#CustomerConvo

2. EVERYMUNDO© 2017 EveryMundo
OWN THE
CUSTOMER
x
EARN
REMEMBER DIGITAL POWER?

3. EVERYMUNDO© 2017 EveryMundo
FROM DIGITAL POWER TO DIGITAL CONVERSATION
DIGITAL
POWER:
ENGAGE YOUR
AUDIENCE

4. EVERYMUNDO© 2017 EveryMundo
FROM DIGITAL POWER TO DIGITAL CONVERSATION
DIGITAL
CONVERSATION:
ENGAGE THE
INDIVIDUAL

5. EVERYMUNDO© 2017 EveryMundo
CONVERSATIONS ARE . . .
FLEETING
DYNAMIC PRECIOUS

6. EVERYMUNDO© 2017 EveryMundo
WHEN IN CONVERSATION . . .
WE PROCESS INFORMATION IN REAL-TIME

7. EVERYMUNDO© 2017 EveryMundo
WHEN IN CONVERSATION . . .
WE PROCESS INFORMATION IN REAL-TIME
!? * &
TONE

8. EVERYMUNDO© 2017 EveryMundo
WHEN IN CONVERSATION . . .
WE PROCESS INFORMATION IN REAL-TIME
EXPRESSIONS

9. EVERYMUNDO© 2017 EveryMundo
WHEN IN CONVERSATION . . .
WE PROCESS INFORMATION IN REAL-TIME
GESTURES

10. EVERYMUNDO© 2017 EveryMundo
WHEN IN CONVERSATION . . .
WE PROCESS INFORMATION IN REAL-TIME
EXPERIENCES

11. EVERYMUNDO© 2017 EveryMundo
WHEN IN CONVERSATION . . .
WE PROCESS INFORMATION IN REAL-TIME
TONE
EXPRESSIONS
GESTURES
EXPERIENCES

12. EVERYMUNDO© 2017 EveryMundo
WHEN IN CONVERSATION . . .
WITH AN AIRLINE BIG DATA REPLACES HUMAN CUES
BIG DATA

13. EVERYMUNDO© 2017 EveryMundo
DIFFERENT BIG DATA THAN PERSONALIZATION
NOT POWERED BY INDIVIDUAL ACCUMULATION
CONSUME
CONTENT
E-MAIL
SIGNUP
TRAVEL
BOOKING
LOYALTY
SIGNUP
WEBSITE
VISIT
ONLY 20-30% OF USERS QUALIFY AS RETURN VISITORS

14. EVERYMUNDO© 2017 EveryMundo
DIGITAL CONVERSATION
REAL-TIME INFORMATION FLOW
$

15. EVERYMUNDO© 2017 EveryMundo
WHERE THE DIGITAL CONVERSATION STARTS
CHANNEL #1: SEARCH
SEARCH

16. EVERYMUNDO© 2017 EveryMundo
WHERE THE DIGITAL CONVERSATION STARTS
CHANNEL #1: SEARCH
AIRLINE: “WE FLY THERE.”

17. EVERYMUNDO© 2017 EveryMundo
SEARCH
DISPLAY
WHERE THE DIGITAL CONVERSATION STARTS
CHANNEL #2: DISPLAY

18. EVERYMUNDO© 2017 EveryMundo
WHERE THE DIGITAL CONVERSATION STARTS
CHANNEL #2: DISPLAY

19. EVERYMUNDO© 2017 EveryMundo
AIRLINE:
“INTERESTED IN ATHENS?”
“WE CAN FLY YOU THERE.”
WHERE THE DIGITAL CONVERSATION STARTS
CHANNEL #2: DISPLAY

20. EVERYMUNDO© 2017 EveryMundo
SEARCH
DISPLAY
SOCIAL
MEDIA
WHERE THE DIGITAL CONVERSATION STARTS
CHANNEL #3: SOCIAL MEDIA

21. EVERYMUNDO© 2017 EveryMundo
Does Southwest Airlines have flights from
Denver to Miami?
WHERE THE DIGITAL CONVERSATION STARTS
CHANNEL #3: SOCIAL MEDIA

22. EVERYMUNDO© 2017 EveryMundo
SEARCH
DISPLAY
SOCIAL
MEDIA
EMAIL
WHERE THE DIGITAL CONVERSATION STARTS
CHANNEL #4: EMAIL

23. EVERYMUNDO© 2017 EveryMundo
AIRLINE: “SHARE SOME INFORMATION…”
WHERE THE DIGITAL CONVERSATION STARTS
CHANNEL #4: EMAIL

24. EVERYMUNDO© 2017 EveryMundo
AIRLINE: “…AND WE’LL BE IN TOUCH.”
WHERE THE DIGITAL CONVERSATION STARTS
CHANNEL #4: EMAIL

25. EVERYMUNDO© 2017 EveryMundo
THE CONVERSATION CONTINUES ON THE WEBSITE
HOMEPAGE

26. EVERYMUNDO© 2017 EveryMundo
BUT THE WEBSITE HAS TOO MUCH TO SAY
HOMEPAGE

27. EVERYMUNDO© 2017 EveryMundo
LISTEN & REMEMBERLISTEN & REMEMBER
ENTICE & INFORM
BEFRIEND &
KEEP IN TOUCH
HOW CAN WE ELEVATE THE CONVERSATION?

28. EVERYMUNDO© 2017 EveryMundo
MASTERING THE DIGITAL CONVERSATION
AMAZON
Samsung 50” TVs

29. EVERYMUNDO© 2017 EveryMundo
flat screen tv 50 inch samsung
flat screen tv 50 inch samsung
MASTERING THE DIGITAL CONVERSATION
AMAZON

30. EVERYMUNDO© 2017 EveryMundo
MASTERING THE DIGITAL CONVERSATION
AMAZON

31. EVERYMUNDO© 2017 EveryMundo
MASTERING THE DIGITAL CONVERSATION
AMAZON

32. EVERYMUNDO© 2017 EveryMundo
ELEVATE THE DIGITAL CONVERSATION
ENGAGE THE INDIVIDUAL THROUGH ALL CHANNELS

33. EVERYMUNDO© 2017 EveryMundo
ELEVATE THE DIGITAL CONVERSATION
SEARCH

34. EVERYMUNDO© 2017 EveryMundo
Customer: “I’m looking for a flight to Berlin.”
Airline: “I see you’re in Miami. We offer
flights from Miami to Berlin. Here is our
best offer right now.”
SEARCH: LISTEN EARLY, ENTICE QUICKLY
ELEVATE THE DIGITAL CONVERSATION

35. EVERYMUNDO© 2017 EveryMundo
ELEVATE THE DIGITAL CONVERSATION
INFORM

36. EVERYMUNDO© 2017 EveryMundo
ELEVATE THE DIGITAL CONVERSATION
HAVE RESPONSES TO MORE QUESTIONS

37. EVERYMUNDO© 2017 EveryMundo
ACCELERATE THE DIGITAL CONVERSATION
GET TO THE POINT

38. EVERYMUNDO© 2017 EveryMundo
ELEVATE THE DIGITAL CONVERSATION
SEARCH
DISPLAY

39. EVERYMUNDO© 2017 EveryMundo
ELEVATE THE DIGITAL CONVERSATION
DISPLAY: HAVE MORE TO SAY

40. EVERYMUNDO© 2017 EveryMundo
ELEVATE THE DIGITAL CONVERSATION
DON’T CHANGE YOUR STORY

41. EVERYMUNDO© 2017 EveryMundo
ELEVATE THE DIGITAL CONVERSATION
DON’T CHANGE YOUR STORY

42. EVERYMUNDO© 2017 EveryMundo
ELEVATE THE DIGITAL CONVERSATION
TAKE A CHANCE: BE PRESUMPTUOUS

43. EVERYMUNDO© 2017 EveryMundo
ELEVATE THE DIGITAL CONVERSATION
TAKE A CHANCE: BE PRESUMPTUOUS

44. EVERYMUNDO© 2017 EveryMundo
ELEVATE THE DIGITAL CONVERSATION
OFFER HARD PROOF

45. EVERYMUNDO© 2017 EveryMundo
ELEVATE THE DIGITAL CONVERSATION
SEARCH
DISPLAY
SOCIAL
MEDIA

46. EVERYMUNDO© 2017 EveryMundo
ELEVATE THE DIGITAL CONVERSATION
LISTEN CLOSELY AND PAY ATTENTION

47. EVERYMUNDO© 2017 EveryMundo
ELEVATE THE DIGITAL CONVERSATION
SHARE CREATIVE IDEAS, BUT STAY ON TOPIC

48. EVERYMUNDO© 2017 EveryMundo
ELEVATE THE DIGITAL CONVERSATION
SEARCH
DISPLAY
SOCIAL
MEDIA
EMAIL

49. EVERYMUNDO© 2017 EveryMundo
ELEVATE THE DIGITAL CONVERSATION
EMAIL: WORK WITH WHAT YOU’VE GOT
FROM DENVER

50. EVERYMUNDO© 2017 EveryMundo
ELEVATE THE DIGITAL CONVERSATION
ENCOURAGE AN ENGAGED RESPONSE

51. EVERYMUNDO© 2017 EveryMundo
ELEVATE THE DIGITAL CONVERSATION
RAISE YOUR VOICE – WHEN IT’S URGENT

52. EVERYMUNDO© 2017 EveryMundo
ELEVATE THE DIGITAL CONVERSATION
RAISE YOUR VOICE – WHEN IT’S URGENT
This Promotion Will End In…
10 | 06 | 24 | 12
DAYS HRS. MINS. SECS.

53. EVERYMUNDO© 2017 EveryMundo
ELEVATE THE DIGITAL CONVERSATION
SPEAK THE LANGUAGE

54. EVERYMUNDO© 2017 EveryMundo
ELEVATE THE DIGITAL CONVERSATION
WALK AND TALK

55. EVERYMUNDO© 2017 EveryMundo
ELEVATE THE DIGITAL CONVERSATION
WALK AND TALK

56. EVERYMUNDO© 2017 EveryMundo
RE-IMAGINE THE DIGITAL CONVERSATION
SPEED AND AGILITY: NEXT LEVEL

57. EVERYMUNDO© 2017 EveryMundo
RE-IMAGINE THE DIGITAL CONVERSATION
OPEN-MINDED AND TRANSPARENT

58. EVERYMUNDO© 2017 EveryMundo
RE-IMAGINE THE DIGITAL CONVERSATION
A DEEPER DISCUSSION THAN EXPECTED

59. EVERYMUNDO© 2017 EveryMundo
RE-IMAGINE THE DIGITAL CONVERSATION
SEEK OUT RELEVANT CONVERSATIONS

60. EVERYMUNDO© 2017 EveryMundo
RE-IMAGINE THE DIGITAL CONVERSATION
MAKE IT EASY TO JOIN IN

61. EVERYMUNDO© 2017 EveryMundo
RE-IMAGINE THE DIGITAL CONVERSATION
TAKE CONTROL

62. EVERYMUNDO© 2017 EveryMundo
REAL-TIME, STREAMING BIG DATA: ALWAYS ON

63. EVERYMUNDO© 2017 EveryMundo
RIGHT PLACE, RIGHT TIME TO TALK
B.I.: airIndex™ FARE LEVEL + SEARCH VELOCITY
PRICE,

64. EVERYMUNDO© 2017 EveryMundo
THE DIGITAL CONVERSATION WITH YOUR CUSTOMER
WITH INSIGHTS, WE KNOW WHAT TO SAY
+DATA BEHAVIOR
INSIGHT

65. EVERYMUNDO© 2017 EveryMundo
OpenAirTM
: DYNAMIC DIRECT CHANNEL
INFRASTRUCTURE
+
THE DIGITAL CONVERSATION WITH YOUR CUSTOMER
WITH THE RIGHT TOOLS, WE SAY IT WELL
DATA BEHAVIOR
INSIGHT

66. EVERYMUNDO© 2017 EveryMundo
LISTEN & REMEMBER
THE DIGITAL CONVERSATION WITH YOUR CUSTOMER
CUSTOMER ACQUISITION
DIRECT CHANNEL
GROWTH
LOYALTY & LIFETIME
VALUE
BETTER CONVERSATIONS
MEAN . . .

67. EVERYMUNDO© 2017 EveryMundo
LISTEN & REMEMBERLISTEN & REMEMBER
ENTICE & INFORM
BEFRIEND &
KEEP IN TOUCH
THE DIGITAL CONVERSATION WITH YOUR CUSTOMER
CUSTOMER ACQUISITION
DIRECT CHANNEL
GROWTH
LOYALTY & LIFETIME
VALUE
BUT ONLY IF YOU . . .BETTER CONVERSATIONS
MEAN . . .

68. EVERYMUNDO© 2017 EveryMundo
LISTEN & REMEMBERLISTEN & REMEMBER
ENTICE & INFORM
BEFRIEND &
KEEP IN TOUCH
THE DIGITAL CONVERSATION WITH YOUR CUSTOMER
SO START HAVING BETTER CONVERSATIONS!
BUT ONLY IF YOU . . .BETTER CONVERSATIONS
MEAN . . .
CUSTOMER ACQUISITION
DIRECT CHANNEL
GROWTH
LOYALTY & LIFETIME
VALUE

69. © 2017 EveryMundo
THANK YOU!
Visit Us: everymundo.com
EVERYMUNDO
Contact Us:
info@everymundo.com