Lufthansa Social Media Practice in China

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Lufthansa Social Media Practice in China

  1. 1. Analysis ofLufthansa Social Media Practice In China -- Mingze Xu Candidate for Master of Business Administration Hochschule Anhalt 06.08.2012
  2. 2. AGENDA 1 • Corporate Introduction 2 • Brand Building Framework 3 • PO(S)T method 4 • Discuss and recommendation
  3. 3. 1. Corporate Introduction Business Segments LHA Passenger Airline Catering
  4. 4. 1. Corporate Introduction Business Partnership Segments
  5. 5. 1. Corporation Introduction 100 m Passengers 71 flights Weekly In China Worldwidw 120,000 Employees 12 destinations Euro 28.7 bn
  6. 6. 2. Brand building on Social MediaDepict the idea: 1. Communication Strong Brand 3. CUSTOMER 2. CUSTOMER RELATIONSHIP EXPERIENCES
  7. 7. 3.1 P: Why Chinese college studentsShapeTarget Market: LHA College Social Students Media
  8. 8. 3.1 P: Evaluable Segment 547,000+ Chinese overseas studentsChinese overseas students are 30% to Europe Measurable 500% growth rate 2006-2011 20% annual rate
  9. 9. 3.1 P: Evaluable Segment 95% Renren UsersChinese overseas students are Accessible 72% 24% 1~3 3 years + 75% 1 hours +
  10. 10. 3.1 P: Evaluable Segment 1077 DestinationsChinese overseas students are Actionable 175 countries Non-stop you
  11. 11. 3.1 P: Evaluable Segment Economy consistently growthChinese overseas students are Sustainable Baby Boomers in China Leaders of tomorrow
  12. 12. 3.1 P: Social Technographics Profile Creators Conversationalists Critics Collectors Joiners Spectators Inactive
  13. 13. 3.1 P: Social Technographics Profile Creators Conversationalists Critics Collectors Joiners Spectators InactivesU.S. online audlts 64% 62% 57% 68% 49% 59%Young Chinese 45% 37% 48% 42%German online 31% 33% 27%users 23% 19% 19% 13% 13% 4% 6% 8% Source: Forrester Research ,2011 • Chinese Young generation are much more active on Social Media. • They prefer to use Microblogs as Conversationalists.
  14. 14. 3.2 O: Low awareness and week relationship 100% Total audience 75% No Awareness 80% 25% Not Satisfied ?% Awareness 20% Satisfied Attention Experience Relationship Loyalty
  15. 15. 3.2 O: Do you know what they concerns? Needs and Wants Collectors, Spectators Satisfied? Creators, Conversationalists, Critics Prospective students Present students, Alumni, Traveler Education & Exam; Career Languages; Major & Development; Courses; Food; Homesick, Shopping Financial Problems, Culture differences, Life & Safety; Travel tips
  16. 16. 3.2 O: Strategic objectives: Create long-term loyalty
  17. 17. 3.2 O: Strategic objectives: Project objectives: Foster customer experience
  18. 18. 3.3 Technology Lufthansas Social Media Metrix Lufthansas Jetsetters Campaign Social Networking Sites (SNS) Sina Blogs Sina Weibo Lufthansa Renren Jetsetters Lufthansa Franch Lufthansa Holland Lufthansa Ireland Opinion Leaders Lufthansa German Lufthansa Lufthansa Jetsetters Italy Overseas Weibo Ambassadors Lufthansa Opinion Russia Formers Lufthansa Switzerland Lufthansa Spain Lufthansa UK Lufthansa Austria
  19. 19. P: Social Technographics ProfileDefinition: comment • Vst Com Visit share • Vst Shr
  20. 20. 3. Discuss and Recommendation Analysis of correlation coefficient of count between unique visitors, posts, shares of different topics contents. Correlations Vst2-> Com Vst-> Shr **0.888199 0.**8372 0.7135 *0.612 0.5668 0.5385 0.483289 0.1452 0.1521 0.1618 0.1569 0.02675 Study,work Brand exp. Culture Fares Travel exp. Football **. Correlation is significant at the 0.01 level (2-tailed).
  21. 21. 3. Discuss and Recommendation 100% 95% 80% 69% 60% 40% 19% 20% 7% 0% RenRen Sina Weibo Tencent Kaixin Weibo
  22. 22. 4. Summary and Recommendation Brand Performance Brand Awareness 5 4 3 2 Brand Brand experience 1 communication 0 Customer Brand preference relationships
  23. 23. Reference Kotler, P., & Armstrong, G. (2012). Principles of Marketing, (14th ed.). Edingburgh Gate: Pearson Education Limited. Kotler, P., & Keller, K. (2012). Marketing Management. (14th ed.). Upper Saddle River, New Jersey: Prentice Hall. Kotler, P., Keller, K., Brady, M., Goodman, M., & Hansen, T. (2009). Marketing Management, (1st European ed.). Edingburgh Gate: Pearson Education Limited. Li, C. (2007, April 23). Forrester’s new Social Technographics report. Li, C., & Bernoff, J. (2008).Groundswell: Winning in a World Transformed by Social Technologies. Boston: Harvard Business Press. Li, C., & Bernoff, J. (2011). Goundswell: Winning in a World Transformed by Social Technologies. Boston: Harvard Business Press. Lufthansa Press. (2011). Retrieved from http://www.lufthansa.com/us/en/press-room Forrester Research. (2010a). Social Technographics Defined 2010 Retrieved April 23, 2012 from: http://empowered.forrester.com/ladder2010/ Forrester Research. (2010b). Whats The Social Technographics Profile Of Your Customers? Retrieved April 23, 2012 from: http://empowered.forrester. com/tool_consumer.html
  24. 24. Thank you for questions?

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