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Social Media Strategy
<ul><li>Company </li></ul><ul><li>Social Media Strategy </li></ul><ul><li>Application of Models </li></ul><ul><li>Recommen...
<ul><li>„ Deutsche Luft Hansa AG“ in  1926 </li></ul><ul><li>Lufthansa Group – 400 subsidiaries and associates </li></ul><...
SOCIAL MEDIA STRATEGY Mironyuk, Pawlak, Hannequart, Iruretagoiena Overview
SOCIAL MEDIA STRATEGY Mironyuk, Pawlak, Hannequart, Iruretagoiena Overview
SOCIAL MEDIA STRATEGY Mironyuk, Pawlak, Hannequart, Iruretagoiena Facebook
SOCIAL MEDIA STRATEGY Mironyuk, Pawlak, Hannequart, Iruretagoiena Facebook Users have advantages
<ul><li>Find information on current events and promotions  </li></ul>SOCIAL MEDIA STRATEGY Mironyuk, Pawlak, Hannequart, I...
<ul><li>Booking a flight directly via Lufthansa's Fan Page  </li></ul>SOCIAL MEDIA STRATEGY Mironyuk, Pawlak, Hannequart, ...
SOCIAL MEDIA STRATEGY Mironyuk, Pawlak, Hannequart, Iruretagoiena MySkyStatus Company information Book flights directly Mi...
SOCIAL MEDIA STRATEGY Mironyuk, Pawlak, Hannequart, Iruretagoiena MySkyStatus <ul><li>Stay connected to others </li></ul><...
SOCIAL MEDIA STRATEGY Mironyuk, Pawlak, Hannequart, Iruretagoiena MySkyStatus Lufthansa made it New tool It’s programmed P...
SOCIAL MEDIA STRATEGY Mironyuk, Pawlak, Hannequart, Iruretagoiena Twitter
<ul><li>Lufthansa DE </li></ul><ul><ul><li>41000 followers </li></ul></ul><ul><ul><li>1311 tweets </li></ul></ul><ul><ul><...
SOCIAL MEDIA STRATEGY Twitter Mironyuk, Pawlak, Hannequart, Iruretagoiena Source: http://twittercounter.com/compare/Luftha...
SOCIAL MEDIA STRATEGY Twitter Conversation? Mironyuk, Pawlak, Hannequart, Iruretagoiena
SOCIAL MEDIA STRATEGY Twitter Conversation? Mironyuk, Pawlak, Hannequart, Iruretagoiena
SOCIAL MEDIA STRATEGY Mironyuk, Pawlak, Hannequart, Iruretagoiena Twitter Variety of accounts Regular updates Heterogeneou...
SOCIAL MEDIA STRATEGY Mironyuk, Pawlak, Hannequart, Iruretagoiena CloudStream www.cloudstream.com
<ul><li>Powered by </li></ul><ul><li>It consists of RSS and possibility to add videos </li></ul>SOCIAL MEDIA STRATEGY Miro...
SOCIAL MEDIA STRATEGY Mironyuk, Pawlak, Hannequart, Iruretagoiena CloudStream Innovative tool Not so new Future?
SOCIAL MEDIA STRATEGY Mironyuk, Pawlak, Hannequart, Iruretagoiena Interconnectedness ?
Social Technographics Profile – Forrester  APPLICATION OF MODELS Mironyuk, Pawlak, Hannequart, Iruretagoiena Source: http:...
Social Currency APPLICATION OF MODELS Mironyuk, Pawlak, Hannequart, Iruretagoiena Source: Vivaldi Partners, Social Currenc...
APPLICATION OF MODELS Mironyuk, Pawlak, Hannequart, Iruretagoiena Social Currency
<ul><li>No official engagement report for airlines </li></ul>APPLICATION OF MODELS Mironyuk, Pawlak, Hannequart, Iruretago...
<ul><li>Lufthansa: 11 channels, below average engagement with few exceptions </li></ul>APPLICATION OF MODELS Mironyuk, Paw...
<ul><li>Post-financial crisis growth or a smart social media policy? </li></ul>APPLICATION OF MODELS Mironyuk, Pawlak, Han...
<ul><li>Consciousness of kind   </li></ul><ul><li>Oppositional Brand Loyalty </li></ul><ul><li>->  Against other airlines ...
RECOMMENDATIONS Mironyuk, Pawlak, Hannequart, Iruretagoiena Connect all different tools between them Apply  the same polic...
<ul><li>http :// www.adweek.com / aw / content_display / news / nontraditional /e3ib26dae96f6367a4435e5ce20926d7fef   </li...
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Lufthansa Social Media Strategy

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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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