The document summarizes Swiss International Air Lines' (SWISS) social media strategy and organization. It outlines that SWISS has a social media marketing team that works with other departments to develop strategy and implement initiatives across channels like Facebook, Twitter, YouTube and Flickr. The goals are to strengthen customer loyalty, attract new customers, and manage crises. Key initiatives include using social media for travel updates, booking flights, market research, and promoting new routes.

3. Social Media @ SWISS
Social Hub Zürich
Christian Lüdi, Social Media Manager
07.03.2013

4. Social Media @ SWISS
Agenda
1. Organisation
2. Vision und Strategie
3. Beispiele aus der Praxis
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5. Social Media @ SWISS
Organisation
Chief Chief Executive
Commercial Officer
Officer Harry Hohmeister
Holger Hätty
Corporate
Marketing Direct Sales & Sales Service Communication
Communication Services CH/EU/IC Center
Advertising (3 E-Commerce Media Relations
MA)
Online
Marketing (4 Internal
MA) Communication
Social
Media ?
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6. Social Media @ SWISS
Social Media Board
Social Media Marketing takes the lead in Social
Media (Strategy / Corporate Identity) and works
Corporate
Comm.
with satellites in all relevant departments.
A Social Media Board meets on a regular basis to
Social discuss:
Media Local Org.
Marketing CH/EU/IC - Which channels to use
- Key topics for information, interaction &
dialogue
- Targets for success / measure performance
- Breakdown to operations and implementation
Customer (structure, organisation, budgets, tools,
Care agencies)
swiss.com - Updates on new developments & best practice
HR / IT /
Service exchange (LH Group, competitiors, ...)
Legal
Center
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7. Social Media @ SWISS
Organisation
Corporate
Comm.
ZRH
Social
Media
EU
Marketing markets
ZRH EU
CH market
ZRH Core
Customer
Mgmt
IC markets ZRH
Service
NYC,
Center
PVG,
BSL, CPT
BOM, NRT
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8. Social Media @ SWISS
Vision
We want to appeal to and entertain our
existing customers by delivering added value
and offering relevant community content and
thereby strengthen the emotional bond.
Further, we aim to attract new customers
through viral effects and word-of-mouth.
We want our customers to become fans of
SWISS through a combination of
entertainment, added value and relationship
development.
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9. Social Media @ SWISS
Brand Positioning
Social Media is part of the brand positioning
We are true to ourselves and don’t pretend to be something we aren’t
- Content
- we are authentic
- we are honest
- every fan/request by fan is taken seriously
We do things properly or we don’t do them at all
- quality of content, games, answers etc.
- 24/7 customer service
It’s the small things that bring us closer to our guests
- added services
- surprises
- dialogue and interaction with customers
- Involve customers (e.g. food tasting, livery voting, videos of how to cook a typical Swiss
meal etc.)
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10. Social Media @ SWISS
Target audience
Customer loyalty and customer retention (existing customers)
- Entertainment, games, behind the scenes
- Exchange/dialogue
- Customer services
- Engagement
- competitions, content integration, Sales offers/SM channel offers
-> Preference, first choice, loyalty, price premium
Brand Awareness (new customers)
- «Word-of-mouth», viral effects via fanbase
- Games, Apps
- Integration in internal/external communication
- Targetting/SM advertising/partnerships
-> Awareness, Online Reputation, Brand attraction, brand experience
Irregularities
- Crisis Communication
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11. Social Media @ SWISS
Travel journey on Facebook
11 | Social media strategy

12. Social Media @ SWISS
SWISS brand stairways
Brand Awareness Relevant Set Flight Experience First Choice Advocacy
Generate awareness Enhance purchase Facilitate purchase Enhance Become fans,
and familiarity consideration. decision loyalty emotional bonding
Increase brand Spread relevant Facilitate travel Strengthen customer Customers become
awarness and make information and news experience in every loyalty and proximity brand ambassadors
people talk about about SWISS. phase (goal) and recommend us on
SWISS. social networks and in
Distinguish ourselves Generate sales real life.
Present positive against competitors.
SWISS brand image Build qualitative
and proof it it (24/7) fanbase
Online reputation
Furthermore: Fast feedback channel about our product and services and as a free market research tool
12 | Social media strategy

13. Social Media @ SWISS
Communication targets
Communication Targets
Communication Platforms
Branding (2-way-/mass-communication)
Implementation and Steering
Planning and Strategy
Information
Content/Topics
Dialogue
Sales Special offers
Games
Customer Service
Crisis Communication Content Platforms
(1-way-communication)
Internal Communication
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14. Social Media @ SWISS
Facebook
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15. Social Media @ SWISS
Twitter (global)
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16. Social Media @ SWISS
YouTube
16 |

17. Social Media @ SWISS
Flickr
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18. Social Media @ SWISS
LX40 (MAI 09)
Kick-off der eigenen Social Media Auftritte
- Imagefilm von Marc Forster
- Kein klassisches Marketing, dafür Seeding
auf StudiVZ, Facebook, Blogs & Foren
- Eigene LX40 Kanäle (Facebook Fanpage
und YouTube-Kanal)
- Gleichzeitig: Aufbau von SWISS-Auftritten auf Facebook, Twitter, YouTube und
Flickr, Buzz um LX40 ausnutzen
(Premiere von LX40 wurde wegen Air France Absturz um eine Woche verschoben)
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19. Social Media @ SWISS
Facebook – Übernahme einer bestehenden Fanpage
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20. Social Media @ SWISS
Flüge buchen auf Facebook (JAN 10)
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21. Social Media @ SWISS
Social Media Newsroom (FEB 10)
- Übersicht unserer Aktivitäten
und Plattformen auf
SWISS.COM
- Anlaufstelle für Online-
Journalisten und Blogger
- Vor allem zu Beginn auch ein
gutes Tool für intern
- Keine Like- und
Kommentarfunktion, dafür
immer up-to-date
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22. Social Media @ SWISS
Krisenkommunikation (APR 10)
31 Postings
1’200 Kommentare
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23. Social Media @ SWISS
Marktforschung (APR 10)
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24. Social Media @ SWISS
FlyerTalk (APR 10)
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25. Social Media @ SWISS
Sing Francisco / San Francis-GO (JUL 10)
Nutzung sämtlicher Plattformen
Themenblock im Blog (Launch des Blogs)
Video auf YouTube
Fotos auf Flickr
Live aus dem Cockpit beim Erstflug via Twitter
Fotowettbewerb auf Facebook
Begleitung des Ganzen via Facebook und
Twitter
Karaokecontest auf SWISS.COM
Interview von CrankyFlier mit HOHH
Abstimmung auf 20 Minuten.ch
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26. Social Media @ SWISS
SWISS Blog (JUL 10)
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27. Social Media @ SWISS
HR (Marketing) (SEP 10)
- Blick hinter die Kulissen
- Stellenausschreibung auf Facebook
- Stelleninserat auf XING
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28. Social Media @ SWISS
Fly to your Friends (JUN 11)
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29. Social Media @ SWISS
Live-tweeting von Pressekonferenz (JUL 11)
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30. Social Media @ SWISS
Chat mit CCO Holger Hätty (AUG 11)
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31. Social Media @ SWISS
Food tasting (SEP 11)
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32. Social Media @ SWISS
Google+ (NOV 11)
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33. Social Media @ SWISS
100’000 Fans (JAN 12)
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34. Social Media @ SWISS
Community befragt CEO Harry Hohmeister (FEB 12)
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35. Social Media @ SWISS
24/7 Kundenservice (JUL 12)
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36. Social Media @ SWISS
Instagram (AUG 12)
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37. Social Media @ SWISS
Learnings
- Ressourcen bereits stellen
- Geduld zeigen
- Gut zuhören, Kunden/Fans ernst nehmen
- Auf Dialog setzen, auch kritische Kommentare beantworten
- Engagement zeigen
- Added Value bieten, noch ersetzt Social Media nichts
- Unterstützung vom Topmanagement
- Mitarbeiter mit einbinden (sind die besten Botschafter)
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38. Social Media @ SWISS
Kommunikationsziele
Kommunikationsziele
Kommunikationsplattformen
Branding
(2-Weg-Kommunikation)
Einbindung und Steuerung
Planung und Strategie
Information
Inhalt/Themen
Dialog
Sales Spezialangebote
Spiele
Kundenservice
Content Plattformen
Interner Input von:
(1-Weg-Kommunikation)
Krisenkommunikation - Online Marketing
Implementation durch:
- Corporate Comm.
- Produkt - Social Media Marketing
- Märkte > CH/EU/IC - Corporate Communications
Interne Kommunikation - Netzwerk - Markets CH/EU/ICH
- Ground Services - Service Center
- E-Commerce
Lead: Social Flaschenhals:
38 | Media Marketing Ressourcen

39. Social Media @ SWISS
Danke!
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