Lufthansa Social Media Strategy

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  • Critics – comment on forums, blogs, post ratings of products/ services; Collectors – add tags to webpages or photos; Joiners – maintain the profile on a social network site Spectators – read online forums
  • Critics – comment on forums, blogs, post ratings of products/ services; Collectors – add tags to webpages or photos; Joiners – maintain the profile on a social network site Spectators – read online forums
  • Information – exchange, Advocacy – stand up for the brand, Conversation – recognize and stirr buzz; Identity – identify with others, Affiliation – sense of community, Utility – derive value from contacts
  • Lufthansa Social Media Strategy

    1. Social Media Strategy
    2. <ul><li>Company </li></ul><ul><li>Social Media Strategy </li></ul><ul><li>Application of Models </li></ul><ul><li>Recommendations </li></ul><ul><li>References </li></ul>CONTENT
    3. <ul><li>„ Deutsche Luft Hansa AG“ in 1926 </li></ul><ul><li>Lufthansa Group – 400 subsidiaries and associates </li></ul><ul><li>Passenger Airline Business, Logistics, Maintenance Repair Overhaul (MRO), Catering and IT Services </li></ul><ul><li>Member of Star Alliance , Lufthansa Regional and Partner Airlines </li></ul><ul><li>118000 employees and 22.3 Billion Euro </li></ul><ul><li>Quality, Innovation, Safety and Reliability </li></ul>COMPANY Mironyuk, Pawlak, Hannequart, Iruretagoiena
    4. SOCIAL MEDIA STRATEGY Mironyuk, Pawlak, Hannequart, Iruretagoiena Overview
    5. SOCIAL MEDIA STRATEGY Mironyuk, Pawlak, Hannequart, Iruretagoiena Overview
    6. SOCIAL MEDIA STRATEGY Mironyuk, Pawlak, Hannequart, Iruretagoiena Facebook
    7. SOCIAL MEDIA STRATEGY Mironyuk, Pawlak, Hannequart, Iruretagoiena Facebook Users have advantages
    8. <ul><li>Find information on current events and promotions </li></ul>SOCIAL MEDIA STRATEGY Mironyuk, Pawlak, Hannequart, Iruretagoiena Facebook
    9. <ul><li>Booking a flight directly via Lufthansa's Fan Page </li></ul>SOCIAL MEDIA STRATEGY Mironyuk, Pawlak, Hannequart, Iruretagoiena Facebook <ul><li>USA </li></ul><ul><li>Germany </li></ul><ul><li>India </li></ul><ul><li>Sweden </li></ul><ul><li>Spain </li></ul><ul><li>Great Britain </li></ul><ul><li>Greece </li></ul><ul><li>Turkey </li></ul>
    10. SOCIAL MEDIA STRATEGY Mironyuk, Pawlak, Hannequart, Iruretagoiena MySkyStatus Company information Book flights directly Misunderstanding No answer to customers Other tools not mentioned Booking flight not for every country
    11. SOCIAL MEDIA STRATEGY Mironyuk, Pawlak, Hannequart, Iruretagoiena MySkyStatus <ul><li>Stay connected to others </li></ul><ul><li>Send status updates to social networks </li></ul>www.myskystatus.com
    12. SOCIAL MEDIA STRATEGY Mironyuk, Pawlak, Hannequart, Iruretagoiena MySkyStatus Lufthansa made it New tool It’s programmed Privacy issue
    13. SOCIAL MEDIA STRATEGY Mironyuk, Pawlak, Hannequart, Iruretagoiena Twitter
    14. <ul><li>Lufthansa DE </li></ul><ul><ul><li>41000 followers </li></ul></ul><ul><ul><li>1311 tweets </li></ul></ul><ul><ul><li>2-3 tweets per day </li></ul></ul><ul><ul><li>Since beg. 2009 </li></ul></ul><ul><li>Lufthansa USA </li></ul><ul><ul><li>12692 followers </li></ul></ul><ul><ul><li>1546 tweets </li></ul></ul><ul><ul><li>2-3 tweets per day </li></ul></ul><ul><ul><li>Since Sept. 30, 2009 </li></ul></ul>SOCIAL MEDIA STRATEGY Twitter Mironyuk, Pawlak, Hannequart, Iruretagoiena
    15. SOCIAL MEDIA STRATEGY Twitter Mironyuk, Pawlak, Hannequart, Iruretagoiena Source: http://twittercounter.com/compare/Lufthansa_DE/week/updates
    16. SOCIAL MEDIA STRATEGY Twitter Conversation? Mironyuk, Pawlak, Hannequart, Iruretagoiena
    17. SOCIAL MEDIA STRATEGY Twitter Conversation? Mironyuk, Pawlak, Hannequart, Iruretagoiena
    18. SOCIAL MEDIA STRATEGY Mironyuk, Pawlak, Hannequart, Iruretagoiena Twitter Variety of accounts Regular updates Heterogeneous Easy to get lost No conversation No links between accounts
    19. SOCIAL MEDIA STRATEGY Mironyuk, Pawlak, Hannequart, Iruretagoiena CloudStream www.cloudstream.com
    20. <ul><li>Powered by </li></ul><ul><li>It consists of RSS and possibility to add videos </li></ul>SOCIAL MEDIA STRATEGY Mironyuk, Pawlak, Hannequart, Iruretagoiena CloudStream
    21. SOCIAL MEDIA STRATEGY Mironyuk, Pawlak, Hannequart, Iruretagoiena CloudStream Innovative tool Not so new Future?
    22. SOCIAL MEDIA STRATEGY Mironyuk, Pawlak, Hannequart, Iruretagoiena Interconnectedness ?
    23. Social Technographics Profile – Forrester APPLICATION OF MODELS Mironyuk, Pawlak, Hannequart, Iruretagoiena Source: http://www.forrester.com/empowered/tool_consumer.html
    24. Social Currency APPLICATION OF MODELS Mironyuk, Pawlak, Hannequart, Iruretagoiena Source: Vivaldi Partners, Social Currency Study US 2010
    25. APPLICATION OF MODELS Mironyuk, Pawlak, Hannequart, Iruretagoiena Social Currency
    26. <ul><li>No official engagement report for airlines </li></ul>APPLICATION OF MODELS Mironyuk, Pawlak, Hannequart, Iruretagoiena Engagement
    27. <ul><li>Lufthansa: 11 channels, below average engagement with few exceptions </li></ul>APPLICATION OF MODELS Mironyuk, Pawlak, Hannequart, Iruretagoiena Butterfly or Selective? Source: http://engagementdb.com
    28. <ul><li>Post-financial crisis growth or a smart social media policy? </li></ul>APPLICATION OF MODELS Mironyuk, Pawlak, Hannequart, Iruretagoiena Engagement report Source: http://investor-relations.lufthansa.com/fileadmin/downloads/en/financial-reports/interims-reports/LH-QR-2010-3-e.pdf Source: http://engagementdb.com/
    29. <ul><li>Consciousness of kind </li></ul><ul><li>Oppositional Brand Loyalty </li></ul><ul><li>-> Against other airlines </li></ul><ul><li>-> Against Lufthansa! </li></ul><ul><li>Rithuals and traditions </li></ul><ul><li>Pictures of old times </li></ul><ul><li>Pictures from party with CEO </li></ul><ul><li>Moral Responsibility </li></ul>APPLICATION OF MODELS Mironyuk, Pawlak, Hannequart, Iruretagoiena Brand Community
    30. RECOMMENDATIONS Mironyuk, Pawlak, Hannequart, Iruretagoiena Connect all different tools between them Apply the same policy in all the tools Improve offline activities first Listen to the consumer!
    31. <ul><li>http :// www.adweek.com / aw / content_display / news / nontraditional /e3ib26dae96f6367a4435e5ce20926d7fef </li></ul><ul><li>http :// www.aviationrecord.com / SearchResults / tabid /37/ articleType / ArticleView / articleId /2408/ Lufthansa -introduces- world - first -social-media- technology.aspx </li></ul><ul><li>http :// twitter.com /#!/ Lufthansa_USA /status/4894291529 </li></ul><ul><li>http :// www.cloud - stream.com / privatepage /1 #Home </li></ul><ul><li>http :// www.youtube.com / watch?v = nPXn5sR9y48 </li></ul><ul><li>http :// www.flyertalk.com /forum/miles-more- lufthansa - austrian - swiss - other - partners /1002541- lufthansa - launches - twitter - account - us.html </li></ul><ul><li>http :// www.computerwoche.de / netzwerke / web /1938385/ </li></ul><ul><li>http :// www.socialmediabiz.com / resource / lufthansa - finds - success - blending -social-media- with - flight -status- updates </li></ul><ul><li>http :// www.lufthansa.com / us /en/ games </li></ul><ul><li>http :// www.air - valid.com / actualites / lufthansa -relance- sa - page - face.html </li></ul><ul><li>http ://investir-en- tunisie.net / index.php?option = com_content&view = article&id =7611: lufthansa - tunisie -lance-un- grand - jeu -sur- facebook&catid =54: campagnes - publicitaires&Itemid =153 </li></ul><ul><li>http://www.facebook.com/lufthansa?ref=ts </li></ul><ul><li>http://investor-relations.lufthansa.com/fileadmin/downloads/en/financial-reports/interims-reports/LH-QR-2010-3-e.pdf </li></ul><ul><li>http://www.youtube.com/user/LufthansaGlobal?blend=2&ob=5 </li></ul><ul><li>http://www.studivz.net/Profile/0exqyaIraGijFtT2Xrp7IHBgcTXUFuy0HiFu5CFlkdw </li></ul><ul><li>http://1.bp.blogspot.com/_fnEaFJHsHzQ/S6s31Sd7DI/AAAAAAAAAF0/THKvxM3t3MI/s320/Lufthansa.gif </li></ul><ul><li>http :// www.forrester.com / empowered / tool_consumer.html </li></ul>REFERENCES Mironyuk, Pawlak, Hannequart, Iruretagoiena
    32. THANK YOU

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