Emakina Academy 21 : Airlines on Facebook


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Emakina Academy 21 : Airlines on Facebook

  1. 1. The Impact OfSocial Media On Travel<br />Airlines Confronted To Reality<br />
  2. 2. The Impact OfSocial Media On Travel<br />Airlines Confronted To Reality<br />
  3. 3. Airlines confronted to social media as any other industry.<br />After 10 years of hard work to automate systems (Online bookings, call center policies, Online servicing policies, Online check-in policies, …)<br />The interaction between the company and the passenger virtualized.<br />Less staff to handle customers<br />In many cases, the first facial/voice interaction happened at the gate or in the plane!<br />
  4. 4. Social mediashuffled the cards.<br />
  5. 5. The decision making<br />
  6. 6. It's complicated...<br />The struggling Traveller<br />Decision criteria multiplying & changing (i.e.: Increasing price sensitivity & flying becoming a commodity)<br />Variety of choice<br />Multiple biased contradicting sources<br />Longer research before purchasing<br />New offer types<br /><ul><li>Ryanair
  7. 7. Easyjet
  8. 8. Wizzair
  9. 9. Vueling
  10. 10. Seat saturation</li></ul>Multiple shops<br /><ul><li>Online travel agencies
  11. 11. Affiliate vendors
  12. 12. Price comparison & 
  13. 13. fare casting tools
  14. 14. Airline sites
  15. 15. Search engines</li></ul>External influences<br /><ul><li>Crisis
  16. 16. Environmental awareness</li></li></ul><li>Social media invest people's day to day lives"People like meshare their unbiased experience""I TRUST PEOPLE LIKE ME”<br />
  17. 17. Social networks, the Samaritan of travellers<br />30% of travellers who use social networks, among which Facebook, solicit trip-planning advice from their networks. <br />This figure is higher than influence of TV or even friends and family.<br />Facebook conversion rates are 6% in average higher than other referrals<br />Source: PhoCusWright, April 2010<br />
  18. 18. What are the consequences for the travel industry?<br />The industry realized it had no other choice than dipping its toes into social networks<br />Objective:Gain a positive e-reputationand stay top of mind<br />
  19. 19. The New Gold rush <br />To social media:<br />newly-created Facebook fan pages<br />promotional and anecdotal shareable information <br />
  20. 20. Activities, tools and events to entertain and create a positive relationship with the brand<br />AllYouCanJet<br />Popular "all you can jet" Jetblue passes for sale 10,000th fan<br />Snowball effect: Pass customers sharing their Jetblue travel experience<br />
  21. 21. Brussels Airlines<br />Brussels Airlines event<br />Free flight organized on New Year’s eve to Barcelona for fans<br />Positive Snowball effects:<br />Winners sharing their experience<br />Winners creating their own group<br />TV, radio, newspaper coverage<br />Losers buying tickets for the same night<br />
  22. 22. Too little, too repetitive<br />Delta airlines <br />Sitting back after that rush, some wanted to create opportunities <br />The disappointing way: The Delta Facebook booking engine<br />
  23. 23. The smart way<br />The Easyjet holiday planner<br />Group booking functionality to help communication when agreeing on a trip. <br />Currently: Group trip planner<br />What’s next? seal the deal<br />Understanding social media to help customers finalize their purchase<br />
  24. 24. However!<br />Its not enough!<br />Among 30% travellers consulting social networks, only 7% prospects befriend or follow a travel company on social networks. <br />Ambassadors are needed<br />
  25. 25. During travel<br />
  26. 26. The minimum to do: Customer recovery<br />External factors<br />Bad luck<br />Snow<br />Strikes<br />Ash clouds<br />Bird strikes<br />Countryinstability<br />Multiple actors in play to fly people<br /><ul><li>Bad luck
  27. 27. Central reservation systems
  28. 28. Global distribution systems
  29. 29. code sharing 
  30. 30. check-in systems
  31. 31. Catering
  32. 32. Departure/Arrival control
  33. 33. Other planes
  34. 34. Cleaning
  35. 35. security screening
  36. 36. Customs
  37. 37. Luggage handling
  38. 38. Loyalty program systems
  39. 39. cancellations
  40. 40. Plane maintenance
  41. 41. And so much more</li></ul>Things can and do go wrong<br />And customers can voice their frustrations real-time<br />
  42. 42. "I'm angry""I SAY SO” <br />.<br />
  43. 43.
  44. 44. Different recovery approaches per social network<br />FACEBOOK<br />Private life<br />Expression of tastes, opinions. <br />Responsive customer recovery methods<br />TWITTER, BLOGS<br />(Micro)blogging is public<br />brands are expected to respond. <br />Proactive, although intrusive, customer recovery methods<br />
  45. 45. Crisis management<br />Facebook fans do not join to receive operational updates. However not communicating during crisis on Facebook is unforgivable.<br />Twitter accounts: used by users for real-time problem solutionning<br />
  46. 46. The next step: go the extra mile to service your customer<br />
  47. 47. The ultimate step: drive your business with customers as copilots<br />Polling<br />Creates intimacy brand-customer<br />Less reluctance to change<br />Customers are smart and resourceful!<br />
  48. 48. Organizational changes<br />
  49. 49. Learn To Be Off The Beaten Track<br />Social networks are often used to interact with/about a brand because of flaws in the following areas:<br />communication reach<br />product understanding <br />product availability<br />quality of the product/service<br />claims management<br />In those areas, bypass your processes, review your communication. <br />Internal networking & process flexibility are key!<br />
  50. 50. Be Prepared For Organizational Changes<br />Product/service development<br />Involve customer opinions as early as possible, good ideas are out there. Build engagement!<br />Internal buy-in<br />You need to go off the beaten tracks to resolve customer issues. Colleagues' flexibility and support saves time.<br />Job descriptions and KPIs<br />Internal buy-in really works only when it gets official. <br />Build awareness & understanding<br />Trainings, monitor and report results<br />Have a policy<br />Potentially all staff can contribute and visibly impact your brand's image. Clear policies, do's and don'ts help to avoid issues.<br />
  51. 51. Key takeaways<br />Social media is not a burden but an opportunity<br />If your customers turn to social media often when <br /> something went wrong. Learn from it.  <br />Re-introduce personal relationships with your customers<br />Understand your shareable material. Feed fans & followers,<br />create bonds. <br />Understand, among your customers, who shares information <br />Reward and encourage sharing.<br />Don't nag because social media bypasses your usual working process, it happens because your usual processes don’t work<br />Social media is not a one-(wo)man show. It is a company engagement.  <br />
  52. 52. Thank you<br />