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Iberia's Web 2.0 Digital Communication


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A brief overview of the web evolution and what web 2.0 can do for Iberia.

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Iberia's Web 2.0 Digital Communication

  1. 1. WEB 2.0<br />
  2. 2. The World We Live in<br />The Consumer has the power and they are in control!<br />
  3. 3. The World We Live in<br />Consumer has unlimited options!<br />
  4. 4. The World We Live in<br />Consumer hates and avoids advertising.<br />
  5. 5. Digital Communication Evolution <br />WEB 1.0<br />Company to Consumer:<br />SHUTUP AND LISTEN!<br />Consumer to Company:<br />Hello? Can you hear me? <br />
  6. 6. Digital Communication Evolution <br /><ul><li>One-way communication
  7. 7. Pretty postcards
  8. 8. “brochure-ware”
  9. 9. Internet is just another channel
  10. 10. “Corporate-speak”
  11. 11. LACKS
  12. 12. Context
  13. 13. Interaction
  14. 14. Scalability</li></li></ul><li>Digital Communication Evolution <br /><ul><li>People want interactivity
  15. 15. People want a dialogue: two way conversation!</li></li></ul><li>Digital Communication Evolution <br />If WEB 1.0 is dead…<br />What is WEB 2.0!????!!!!<br /><ul><li>Two way conversations -User generated content - Sharing of Content - Community Focused-Collective Intelligence </li></li></ul><li>WEB 2.0 Impact on Iberia Brand and Business<br /><ul><li>You are NOT in control!
  16. 16. Consumers do NOT trust you!</li></ul>WHO DO CONSUMER TRUSTS!???<br /><ul><li>A Person like me!
  17. 17. Another consumer!</li></ul>Social Media put Consumers in Control of the conversation. <br />
  18. 18. So can Web 2.0 help Iberia?!!<br />Yes! WEB 2.0 helps you join the conversation!<br />
  19. 19. Iberia’s Customers<br />Who are my customers in WEB 2.0?<br />Publishers<br />Everyone syndicated<br />Experts<br />Network<br />Editors<br />DJs<br />Broadcasters<br />Critics<br />
  20. 20. Instead of Telling Your Story!<br />GIVE THEM A PLATFORM!!!<br />LET THEM TELL THEIRS!!!!!<br />
  21. 21. WEB 2.0 – Iberia Blogs and Tweets!<br /><ul><li>Open up to your customers- communicate to them the average day of an Iberian employee:</li></ul>Pilot/Stewardess<br /><ul><li>Have customer submit his or her story or experience of flying Iberia
  22. 22. Listen and receive feedback, Listen and give response then listen again!
  23. 23. Continue the dialogue and build a relationship!</li></ul>- Don’t be Fake! -Describe the industry and not just the company - Blogs are not PR machines.<br />
  24. 24. WEB 2.0 – User Generated Content<br /><ul><li>Have customers take pictures or make videos of their favorite or funniest Iberia moment/story:
  25. 25. In the sky
  26. 26. In the cabin
  27. 27. On the ground
  28. 28. Favorite Iberia Plane
  29. 29. Foster an environment on Flickr, YouTube or on blog so customers can share their own user generated experience!</li></ul>Reward Best Photo/video and story with free flights and vacation package!<br />
  30. 30. WEB 2.0 – Social Network Tools<br />WIDGETS AND SOCIAL APPS<br /> -Facilitate consumer control!<br />-Web Apps that you can share in Facebook that shows flight status of Iberia Airlines<br />-Iberia’s wallpaper photo generator that shows great photos from around the world including Iberia’s popular destinations.<br />-iPhone/Blackberry App that lets you track flight status, book tickets, and share information among other users.<br />-Mobile Boarding Pass- Convenience and faster boarding<br />Having a presence in Social Networks is NOT ENOUGH!<br />
  31. 31. WEB 2.0 – Measure Success!<br /><ul><li> Number of user Feedback Posts on Blogs
  32. 32. Number of user visits to blog pages
  33. 33. Number of user participants in user generated content for Iberia
  34. 34. Number of created content per user
  35. 35. The buzz in twitter and other social networks about Iberia
  36. 36. Number of Fans of Iberia or followers in Twitter
  37. 37. Number of widget and app downloads
  38. 38. Number of usages for widgets and apps
  39. 39. Number of times widgets and apps have been shared</li></li></ul><li>Iberia’s Competitors are:<br />Listening, blogging, tweeting, <br />BUILDING A RELATIONSHIP WITH THE CONSUMER!<br />
  40. 40. So What are you waiting for!???<br />Don’t Stay Grounded!<br />IT IS TIME TO TAKE OFF!!!!!!!<br />
  41. 41. Thank you!<br />Carlton L. Bennett<br />IE Business School MDMK2010<br />Email:<br />Blog: Carlton’s Mantra @<br />Linkedin: http://www.linkedin/in/carltonbennett<br />