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European Airline Industry - Social Media Review Report
The document discusses the European airline industry and reviews several major airlines' websites and social media presence. It provides an overview of key trends in the industry, including deregulation leading to more competition, the rise of budget carriers, and recent declines in flights due to economic recession. It profiles the top 5 airlines by passenger volume and reviews their websites and social media accounts, finding that Air France and Lufthansa make the most advanced use of social media while Ryanair and Aer Lingus rely more on their websites. The benefits of social media for airlines are also outlined.
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European Airline Industry - Social Media Review Report
- 1. E- Marketing- MN319 “Colouryour world live” Team Innovaders
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- 3. Industry Review • Airtransport industry important economically & socially. • Effective transfer of goods & people • Facilitates economic growth, tourism, trade, investment & Integration. • 1992 – EU expansion, reduced trade barriers & De-regulation lead to a more competitive market • Emergence of Budget airlines – Make flying affordable & accessible.
- 4. • Irish Airspace– Irish Aviation Authority: Safety regulations, pilot licensing & air traffic control • Recession: 3.8% Decrease Inter-European flights 2012 compared to 2011 • Growth forecast @ 3% per year from 2014 • By 2019 11.2 million flights within Europe forecast
- 5. Five Profiled Organizations Basedon number of passengers carried in 2011: 1. Lufthansa - 100 Million 2. Air France - 75.8 Million 3. Ryanair - 72.1 Million 4. Easyjet - 55 Million 5. Aer Lingus - 9.5 Million
- 6. Website Review • AerLingus – easy to navigate, well organised, clearly laid out. Considered one of the best websites. • Ryanair – practical, functional website. Little visual appeal. Strongest online value proposition Effective Message – Budget • Neither Airlines website has any links to social networks.
- 7. Website Review • AirFrance – Bland design. Focus of site unclear, no drop down menus, but links to all social media. • Easyjet – cluttered, poor layout, distracting images, clear value proposition – budget. • Lufthansa – Upmarket feel. Appeal - wide audience. Budget & Business passengers. Links to all social media.
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- 13. Social Media Review •Air France uses catchy imagery, promotions and regular updates to engage with social networkers. • Ryanair is extremely inactive on all social networks that we reviewed. • EasyJet segments its Social Media accounts to engage with networkers on a broader level. • Similarly Lufthansa segments its accounts, which acts as a Social Media networking tool. • Aer Lingus lacks interaction on Social Media Websites however uses Social Media as a tool to re-direct inquires to its official website.
- 14. BENEFITS OF SOCIALMEDIA TO AIRLINES • Produce great PR • Create Brand Awareness • Drive Traffic To Websites • Attract & Retain Customers • Find out what customers think - Feedback • Encourage dialogue about brand • Find out what customers have in common • Presents opportunities to improve service
- 15. Conclusion • Air France& Lufthansa – Advanced Use – Millions of Followers/fans, Regular Tweets/Posts/ – Tech Savvy Image • Easyjet – Moderate Use. Best Mobile App • Aer Lingus & Ryanair – Marginal Use. Poor Apps. Ryanair Not Verified. Rely on Website to communicate Value Proposition. “Social Media Is Not Just A Trend”
- 16. The End Thank YouFor ListeningCan We Have your Questions Please ? Thank you for your attention!
Editor's Notes
- #4 Air transport industry important economically & socially. Effective transfer of goods & peopleContributes to European prosperity:Facilitates economic growth, tourism, trade, investment & Integration.1992 – EU expansion, reduced trade barriers & De-regulation lead to a more competitive marketEmergence of Budget airlines – Make flying affordable & accessible
- #9 HOWTOGOMO.COMBased on the functionality of each mobile site:EasyJet -Only site to show direct link to download their app upon loadingReceived a 5 out of 6 Loaded in 0.24 secondsImages appear properlyLinks and buttons are thumb friendlyAir France -Received a 3 out of 6Exceeded the 5 second loading limit at 6.58 secondsPinching and zooming is needed to see site clearlyImages appear properlySearch functionality is accessibleLufthansa-Similar to Air FranceAlso received a 3 out of 6Exceeded the 5 second loading limit at 6.02 secondsInability to read text without pinching and zoomingImages appear and search is fully accessibleAer Lingus-Also received a 3 out of 6Loading speed just over the limit at 5.84Pinching an zooming requiredImages appear easily Search functionality is not easily accessbileRyanair-Scored a 4 out of 6Loading speed under the limit at 3.03 secondsPinching and zooming also necessary hereImages appear properly but difficult to seeNot very thumb friendly with difficulty in navigation due to reams of text and images
- #10 Easyjet AirFrance and Lufthansa had the highest rated apps.Ryanair and Aer Lingus were considered poor.