IBERIA is considering using social media to meet its objectives of increasing brand awareness, sales, traffic, and customer loyalty. The document recommends that IBERIA create a presence on key social networking sites like Twitter, Facebook, YouTube, Flickr, and Second Life to engage with its target audience. These sites have hundreds of millions of active users that match IBERIA's demographic profile. The document also suggests IBERIA monitor what is being said about its brand on social media and learn from the successful approaches of competitor airlines that are using social networking productively.

1. Digital Communication, brand awareness & social mediaFinal Individual AssignmentIBERIA & Social MediaSession 8Prof.LIVIO HUGHES & JUAN BAUTISTA GARCÍA ALCÁZAR Masters in Digital MarketingBy: Eduardo Ferreira

2. IntroductionIBERIA has requested an introduction on Social Media. PurposeTo provide: Overview of what this social-networking-media-web 2.0ʼ is all about.

3. How social networking is and can have an impact on the Brand, Business & Site objectives.

4. How IBERIA can benefit from a presence in Social Networking.

5. Overview of what the competition is doing.IBERIA’ Site & Business OBJECTIVESBrand AwarenessSalesSales (E-tickets)TrafficCustomer LoyaltyobjectivesBrand Awareness (WOM)

6. What is the demographic profile of current IBERIA.com site visitors & CUSTOMERS?Gender: Mostly Male

7. Age: 35 to 49 and 50+

8. Heritage: Caucasian and Hispanic

9. Income annual more than $60,000

10. Education: College EducatedTARGET

11. Which countries does IBERIA target?IBERIA currently flies to 38 domestic and 82 international destinations in 44 countries across Africa, Americas, Asia and Europe

12. What is Social Media?Definition: At its most basic, social media is a shift in how people discover, read andshare news, information and content (communication); transforming people fromcontent readers into publishers.SOCIAL MEDIA PLATFORMS & KEY PLAYERS

13. How does traditional marketing compare to social media?Effective Marketing MixTraditional Marketing One way communication

14. Corporate talk formal

15. Corporate created content

16. Newsletters/emails

17. Doing Communications

18. Limited Distribution ChannelsNew Media Marketing Multidirectional communications

19. Authenticity & transparency; informal

20. User created content (co-creation)

21. Blogs, Social networks, SMM