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Lufthansa in Social Media- customer engagement strategy

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This is the social media strategy of Lufthansa USA, as shared during the Eye4Travel "Social Media in Travel" conference in San Francisco, on March 2, 2011.

Lufthansa has exclusively made this presentation available to SimpliFlying.com

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Lufthansa in Social Media- customer engagement strategy

  1. 1. Travel made Social -Social Media Best Practice for AirlinesNicola Lange, Director Marketing andCustomer Relations, The AmericasLufthansa German AirlinesSan Francisco, March 2nd
  2. 2. Lufthansa: Corporate facts & figures, Jan-Sep 2010 Lufthansa Airline Group Revenue: 15.4bn EUR Employees: 56,965 Lufthansa Technik LSG Sky Chefs Revenue: 3.0bn EUR Revenue: 1.7bn EUR Employees: 20,244 Employees: 28,435 Lufthansa Cargo Lufthansa Systems Revenue: 2.0bn EUR Revenue: 0.4bn EUR Employees: 4,499 Employees: 2,955Nicola C. Lange Seite 1Director Marketing and Customer Relations, The AmericasLufthansa German Airlines
  3. 3. Lufthansa offers a global network Cities Countries Europa: 148 42 North America: 22 3 South America: 4 4 Middle East: 15 12 Africa: 38 31 Asia / Pacific: 29 14 = 10.623 flights per week,… from Frankfurt 256 cities in 106 countries … from Munich … from Zurich … from Vienna Nicola C. Lange Seite 2 Director Marketing and Customer Relations, The Americas Lufthansa German Airlines
  4. 4. Lufthansa productNicola C. Lange Seite 3Director Marketing and Customer Relations, The AmericasLufthansa German Airlines
  5. 5. Until 2009 we had multiple marketing activities across the board,cross channel integration and enhanced interactive experience lufthansa.com Online Media eCRM Sweeps Interactive Social Video Experience Media Email Search Mobile OOH Print Radio CollateralNicola C. Lange Seite 4Director Marketing and Customer Relations, The AmericasLufthansa German Airlines
  6. 6. But there was a bigger opportunity for greater impact by turningLufthansa into a Most LinkedTM Airline BrandNicola C. Lange Seite 5Director Marketing and Customer Relations, The AmericasLufthansa German Airlines
  7. 7. Being the Most Linked is about creating breadth and depth for the brandthrough as many relevant engagements, inspired by your core brand values.Most Linked Word-of-mouth Greater brand equity Conversations not messages Visibility Hits Bigger digital footprint Community not audience Value Shareability Multiple engagements Engagements not touchpoints Nicola C. Lange Seite 6 Director Marketing and Customer Relations, The Americas Lufthansa German Airlines
  8. 8. Major social media marketing activities and milestones in the U.S. during the last 18 months February 2011: Catch the A380 Crew February 2011: A 380 Seat Tweet November 2010: Cloudstream April 2010: April/May 2010: iPhone Campaign MySkyStatus 2.0 MySkyStatus Mobile Oktober 2009: MySkyStatusOktober 2009: LaunchTwitter Account Seite 7
  9. 9. Brand Campaign 2009: With MySkyStatus we started to add utilities to the strategic marketing mix and we continued this strategy in 2010. www.Lufthansa.com Print Advertising / Out of Home AdvertisingSmooth sailing Network Product microsite Flight tracker call-to-action Campaign home Added utilitiesLonger fairytales Marketing URL Network Flight tracker call-to-action MySkyStatusUtility Banners Utility 2 Flight tracker call-to-action Utility 3Search E-Mail “Lufthansa Flight Status” Utility 4Online Banner / Search Landing page with utility Free (Social) Media Seite 8
  10. 10. www.lufthansa.com/MySkyStatus Seite 9
  11. 11. www.lufthansa.com/MySkyStatus Seite 10
  12. 12. MySkyStatus generated some impressive results in only 3 months 229,208 visits (29.01.2010) > 35,667 Tweets from 184 countries > 509,978 pages views Average time spent: 1:21 (min.) 71,300 Google search results Seite 11
  13. 13. MySkyStatus Results 8 weeks after launch !Goals As of December 4 Receive 100K clicks from paid media 30,000 clicks from paid media Receive 10K clicks from viral +140,000 clicks from unpaid media 1,750 Tweets +16,000 Tweets 30 Google search results +48,000 Google search results 20 member in our facebook fan page (without any 466 member in our facebook fan page (without any promotion) promotion) Seite 12
  14. 14. With MySkyStatus 2.0 we migrated the application to a more robust IT platform allowing several additional features 453,363 total visitors since the launch in 2009 354,255 unique visits since launch in 2009 3,969 total registered users since launch (May 2010)Nicola C. Lange Seite 13Director Marketing and Customer Relations, The AmericasLufthansa German Airlines
  15. 15. MySkyStatus was successful because… It’s a one of a kind tool and it fulfills a travelers needs Ease of use, the tool is simple and user friendlyThe tool is offered to all travelers, not just Lufthansa It’s viral, traveler’s friends learn about MySkyStatus just by following them on facebook and twitter Nicola C. Lange Seite 14 Director Marketing and Customer Relations, The Americas Lufthansa German Airlines
  16. 16. Mobile MySkyStatus launched on April 1st with our Spring StrategicCampaign 2010 and had more than 360,000 visits since then mobile MySkyStatus portal version Account Settings Viral push MySkyStatus Button on Lufthansa mobile portal linking to MySkyStatus mobile portal 5Nicola C. Lange Seite 15Director Marketing and Customer Relations, The AmericasLufthansa German Airlines
  17. 17. Who can help us?Nicola C. Lange Seite 16Director Marketing and Customer Relations, The AmericasLufthansa German Airlines
  18. 18. Reach – over 5 million with ten Tweets 1.99 Million 1.57 Million 481 Thousand 448 Thousand Posted two consecutive days 288 Thousand 121 Thousand 62 Thousand 53 Thousand 47 ThousandNicola C. Lange Seite 17Director Marketing and Customer Relations, The AmericasLufthansa German Airlines
  19. 19. In December of 2010 we introduced our latest innovation in digital andsocial media marketing, a utility called CloudStream. Results by Feb 2010: • 27,796 visits • 5,657 carry on’s • 12,300 google search results for “Lufthansa CloudStream”Nicola C. Lange Seite 18Director Marketing and Customer Relations, The AmericasLufthansa German Airlines
  20. 20. Lufthansa Facebook Page: 175,000 FansNicola C. Lange Seite 19Director Marketing and Customer Relations, The AmericasLufthansa German Airlines
  21. 21. Facebook local tab – 27,294 US based fansNicola C. Lange Seite 20Director Marketing and Customer Relations, The AmericasLufthansa German Airlines
  22. 22. A380 SeatTweet - overviewNicola C. Lange Seite 21Director Marketing and Customer Relations, The AmericasLufthansa German Airlines
  23. 23. Twitter – 15,636 followers 4 day SeatTweet sweepstakes •Consistent and steady growth. •Quality of followers not quantityNicola C. Lange Seite 22Director Marketing and Customer Relations, The AmericasLufthansa German Airlines
  24. 24. Catch the A380 crewNicola C. Lange Seite 23Director Marketing and Customer Relations, The AmericasLufthansa German Airlines
  25. 25. LH Social Media Fundamentals: Customer-involvement drives thebrand relationship as part of customer‘s daily life – beyond the flight Social Media Marketing Mission: “To help our customers to become better connected travelers – offline & online.”1. Be there where our customers are2. Create digital benefits3. „Social features“ along the travel chain MemberScout4. Share the affinity to the brand5. Focus, cooperation & co-marketing Activities are chosen depending on the target group, reach and level of engagementNicola C. Lange Seite 24Director Marketing and Customer Relations, The AmericasLufthansa German Airlines
  26. 26. A strong brand is a trustful brand which is also reliable when it counts in crisis situations • Integration of Social Media in crisis team • Realtime status updates of situation • Taking pressure away from call centers • Knowing customer‘s questions & needs • Taking care of customers by all meansNicola C. Lange Seite 25Director Marketing and Customer Relations, The AmericasLufthansa German Airlines
  27. 27. Finish!Seite 26

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