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Digital Communication - Social Media and Web 2.0


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A case on Social Media and Web 2.0 with an Iberia Airlines spice.

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Digital Communication - Social Media and Web 2.0

  1. 1. IBERIA 2.0<br />
  2. 2. WHAT THE @#$%^ IS WEB 2.0???<br />The term &quot;Web 2.0&quot; is commonly associated with web applications that facilitate interactive information sharing, interoperability, user-centered design and collaboration on the World Wide Web. Examples of Web 2.0 include web-based communities, hosted services, web applications, social-networking sites, video-sharing sites, wikis, blogs, mashups and folksonomies. AWeb 2.0 site allows its users to interact with other users or to change website content, in contrast to non-interactive websites where users are limited to the passive viewing of information that is provided to them.<br />
  3. 3. Communication<br /> Connection<br />Collaboration/Co-creation<br />Collection/ Categorization<br />Collective wisdomization<br /> Customization<br /> Conversation<br />Communitization<br />
  4. 4. Youcannot make the user shut up!!!<br />
  5. 5. <ul><li>Social media is a global phenomenon happening in all markets regardless of wider economic, social and cultural development. If you are online you are using social media
  6. 6. Asian markets are leading in terms of participation, creating more content than another region
  7. 7. All social media platforms have grown significantly over the three Waves
  8. 8. Video Clips are the quickest growing platform, up from 31% penetration in Wave 1 to 83% in Wave 3
  9. 9. 57% have joined a Social Network, making it the number one platform for creating and sharing content
  10. 10. 55% of users have uploaded photos
  11. 11. 22% of users have uploaded videos
  12. 12. The widget economy is real
  13. 13. 23% of social network users have installed an application
  14. 14. 18% of bloggers have installed applications in their blog templates
  15. 15. Blogs are a mainstream media world-wide and as a collective rival any traditional media
  16. 16. 73% have read a blog
  17. 17. The blogsphere is becoming increasingly participatory, now 184m bloggers world-wide– The number one thing to blog about is personal life and family
  18. 18. China has the largest blogging community in the world with 42m bloggers, more than the US and Western Europe combined
  19. 19. Social media impacts your brands reputation
  20. 20. 34% post opinions about products and brands on their blog
  21. 21. 36% think more positively about companies that have blogs</li></ul>Some fact from around the world…<br />Source: Universal McCan<br />
  22. 22. Or in other words… Websites that your secretary is visiting during work hours…<br />Too manyto choose from…<br />
  23. 23. Just by being present in social media isn&apos;t social media. Talking, discovering and building relationships are. what you do is important, not the technology you use.<br />
  24. 24. Try to Be the GUY that sits on this seat!<br />She has an opinion about you!<br />Be Honest, Natural , Listen, Careand try toHELP…But really just be yourself!<br />
  25. 25. Thesamegoes for them, too!<br />Do not presume that no one is talking about you or is not interested in what you have to say…<br />
  26. 26. Competitors are Talking, discovering and building relationships<br />To name a few….<br />
  27. 27. What you have already<br />Well, it seems you are on the pretty much on the ground…<br />
  28. 28. Whatyou can do more…<br />
  29. 29. Which one should you chose???<br />Both… actually… So answer the PHONE<br />Tweet or FB a flight status, a promo on that Mallorca flight or simply congratulate your follower & regular customer Maria for her 32nd birthday!<br />
  30. 30. Why don’t you let people tagthemselves on FB or Flickr in on their favorite seat?<br />Wouldn’t that be great insight on your customer?<br />How about if you link that info with you booking system?<br />What are the chances that Jose-Maria and Pedro like the same 7A and be on Flight ?<br />
  31. 31. Start blogging…<br />Ask the CEO to post once a week<br />Ask Jorge, the baggage handler, to describe his day<br />Allow a stewardess to journal her day off in Montevideo … through a blog<br />But please do not pay anybody to write flattering stories about you!!!<br />
  32. 32. A picture is worth thousand words…<br />Organize a contest on FlickR.comfor those that take photos from the Iberia planes.<br />Show how beautiful is the world under Iberia’s wings.<br />
  33. 33. Social Networks<br />Number of fans/friends/contacts acquired<br />Number of comments/likes to updates on status<br />Number of discussions started on groups or pages<br />Number of fan videos uploaded and comments on them<br />Number of fan photos uploaded and comments on them<br />Number of comments left on profiles<br />Number of questions answered<br />Share Networks<br />Number of times the photo or video has be viewed<br />Number of times the photo or video has been favorited<br />Number of friends/subscribers to your account or channel<br />Number of links/embeds to photo of video<br />Number of comments photo or video has obtained<br />Number of video responses<br />Rating level of video or photo by users<br />Publishing Networks<br />Number of active members<br />Number of new subscribers<br />Number of posts made<br />Number of replies to posts you make<br />Number of private messages you receive/answer<br />Measure<br />and<br />
  34. 34. The user is all these things<br />I don’t see why you cannot be, either…<br />You?<br />
  35. 35. BorislavKiprin<br />MDMK2010 IE Business School<br />e:<br />b:<br />twitter: @borislavkiprin<br />LinkedIn:<br />