Airlines 2.0 - airline branding using social media - Sydney 2009

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Airlines and airports need start moving from broadcasting messages to their customers, to having conversations about their brands with their "cult".

Featuring case studies of over 25 airlines on social media, this was the presentation that I used for my keynote in Sydney, at the Australia Pacific Aviation Summit on 6 Aug 2009.

View more details on http://simpliflying.com/tag/technology-branding/

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Airlines 2.0 - airline branding using social media - Sydney 2009

  1. 1. Airlines 2.0 Using social media for branding during the recession Shashank Nigam Founder & CEO, SimpliFlying Global Head - Brand Strategy, ACA Associates, Inc Sydney. Aug 6, 2009
  2. 2. Aviation :: Branding :: Technology Global outlook Singapore and NYC based Practitioners Top 5 Twitter-ers on airlines Blog articles read over 120K times
  3. 3. Key take aways... P.S: Good news! This is the wordiest slide in this presentation...
  4. 4. Key take aways... How brand communication strategy has evolved Why CRM = Cult Relationship Management 3 myths about social media, debunked! How are airlines around the world leveraging on social media? 3 steps to get started with social media in the next 3 weeks Who will implement the strategies? What are the risks involved in this approach? Simply, how social media can help YOU fill more seats P.S: Good news! This is the wordiest slide in this presentation...
  5. 5. 3 Trends
  6. 6. # 1 n d r e
  7. 7. g 1.0 andin Br 1960-2003...
  8. 8. One-way communication Well defined message g 1.0 ndin Control B ra 1960-2003...
  9. 9. Talking to themselves without realizing it
  10. 10. # 2 n d r e
  11. 11. Bring in Web 2.0 Community || Collaboration || Content || Co-Creation
  12. 12. 55% of consumers want ongoing conversations with companies and brands 89% said they would feel more loyal to a brand if they were invited to take part in a feedback group
  13. 13. Of these 89%,
  14. 14. Of these 89%, 43% would like to see companies offering customer service through social media
  15. 15. Of these 89%, 43% would like to see companies offering customer service through social media 41% would like companies to solicit feedback
  16. 16. Of these 89%, 43% would like to see companies offering customer service through social media 41% would like companies to solicit feedback 37% would like companies to provide new ways to interact with the brand via social media
  17. 17. # 3 n d r e
  18. 18. Flight delyaed 3hrs, changed planes 3 times! Never taking this airline again Absolutely Looking forward loved the food on my to X-mas in Argentina flight to Auckland on this year. Now got to Emirates book the flights The rise of the cult
  19. 19. Why CRM = Cult Relationship Management
  20. 20. What do these trends mean for the airline?
  21. 21. THE NEED TO BE PART OF THE CONVERSATION
  22. 22. 3 MYTHS about social media, debunked
  23. 23. Social media is free... ... free like a puppy
  24. 24. Social media is like a BBQ cookout... ... not a flea market
  25. 25. If I build it... ... they will come
  26. 26. How to do it?
  27. 27. Interaction without interruption
  28. 28. A community for common interests
  29. 29. A community for a specific target group
  30. 30. A community for potential customers
  31. 31. A community in another community
  32. 32. Co-Creation
  33. 33. Customer often knows best
  34. 34. In the end, it’s the involvement that matters
  35. 35. But first... Airlines need a Personal!ty
  36. 36. Airline food, anyone?
  37. 37. Embracing the accidental spokesperson
  38. 38. Empowering the common man
  39. 39. Empowering the common man
  40. 40. Empowering the employees
  41. 41. A Holistic Strategy? Interaction without interruption Co-creation Having a personality
  42. 42. JetBlue Airways blogging...
  43. 43. JetBlue Airways on Twitter...
  44. 44. JetBlue Airways on eBay...
  45. 45. Great ideas. Now what?
  46. 46. $ ROE The thing about ROI
  47. 47. Need not be just about money
  48. 48. To capture a specific market... Go where the customer is.
  49. 49. It can be about engaging the employees
  50. 50. The key is to have a quantifiable measure of success beforehand
  51. 51. How to get started?
  52. 52. !"#$%&' +&&,-&.%' (&)*)%' 3 steps to get started with social media in the next 3 weeks
  53. 53. What if your employees are already overworked?
  54. 54. One person/team, supported by Subject Matter Experts
  55. 55. 1. Give ownership to one person or team 2. It’s OK to start small, but do it well 3. It may require a long-term approach to succeed 4. Success metrics may be different from other efforts
  56. 56. Risks? What Risks?
  57. 57. How to tackle risks? How to give up control? Recognize - What can go wrong? Prepare - To involve the community Be Resilient - Bounce!
  58. 58. In Conclusion...
  59. 59. Airlines need to be a part of the conversation about their brands...
  60. 60. Using the latest technology tools to listen & engage allows... Interaction without interruption Co-creation Building of a personality Firm implementation
  61. 61. It’s not the strongest of the species that survives, nor the most intelligent. It is the one that is most adaptable to change. Charles Darwin
  62. 62. “...and you don’t want to be the one looking like an ostrich with its head in the sand...” Azran Osman-Rani, CEO, AirAsia X 5 Aug 2009
  63. 63. Questions Email: shashank@simpliflying.com Twitter: @simpliflying

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