SlideShare a Scribd company logo
"Ready for take off" - Christian Lüdi
"Ready for take off" - Christian Lüdi
Social Media @ SWISS
Social Hub Zürich

Christian Lüdi, Social Media Manager
07.03.2013
Social Media @ SWISS
Agenda
1. Organisation
2. Vision und Strategie
3. Beispiele aus der Praxis




4   |
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 ?




5   |
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




6   |
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




7   |
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.




8   |
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.)




9   |
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




10   |
Social Media @ SWISS
Travel journey on Facebook




11   | Social media strategy
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
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


13
Social Media @ SWISS
Facebook




14   |
Social Media @ SWISS
Twitter (global)




15   |
Social Media @ SWISS
YouTube




16   |
Social Media @ SWISS
Flickr




17   |
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)



18   |
Social Media @ SWISS
Facebook – Übernahme einer bestehenden Fanpage




19   |
Social Media @ SWISS
Flüge buchen auf Facebook   (JAN 10)




20   |
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




21   |
Social Media @ SWISS
Krisenkommunikation    (APR 10)

31 Postings




1’200 Kommentare



22   |
Social Media @ SWISS
Marktforschung         (APR 10)




23   |
Social Media @ SWISS
FlyerTalk              (APR 10)




24   |
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




25   |
Social Media @ SWISS
SWISS Blog             (JUL 10)




26   |
Social Media @ SWISS
HR (Marketing)                           (SEP 10)
-    Blick hinter die Kulissen
-    Stellenausschreibung auf Facebook
-    Stelleninserat auf XING




27   |
Social Media @ SWISS
Fly to your Friends    (JUN 11)




28   |
Social Media @ SWISS
Live-tweeting von Pressekonferenz   (JUL 11)




29   |
Social Media @ SWISS
Chat mit CCO Holger Hätty   (AUG 11)




30   |
Social Media @ SWISS
Food tasting           (SEP 11)




31   |
Social Media @ SWISS
Google+                (NOV 11)




32   |
Social Media @ SWISS
100’000 Fans           (JAN 12)




33   |
Social Media @ SWISS
Community befragt CEO Harry Hohmeister   (FEB 12)




34   |
Social Media @ SWISS
24/7 Kundenservice     (JUL 12)




35   |
Social Media @ SWISS
Instagram              (AUG 12)




36   |
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)




37   |
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
Social Media @ SWISS
Danke!




39   |
"Ready for take off" - Christian Lüdi

More Related Content

What's hot

Customer relationship management one to one
Customer relationship management   one to oneCustomer relationship management   one to one
Customer relationship management one to one
Vincent Lootens
 
Galvea roi of social media 1
Galvea roi of social media 1Galvea roi of social media 1
Galvea roi of social media 1
BrandNuaIreland
 
Community conference 2011 - Dell, Bill Johnston
Community conference 2011 - Dell, Bill JohnstonCommunity conference 2011 - Dell, Bill Johnston
Community conference 2011 - Dell, Bill Johnston
Seismonaut
 
DELIVERING ON THE BRAND PROMISE: Using social media as a communication tactic
DELIVERING ON THE BRAND PROMISE: Using social media as a communication tacticDELIVERING ON THE BRAND PROMISE: Using social media as a communication tactic
DELIVERING ON THE BRAND PROMISE: Using social media as a communication tactic
Susan Stewart
 
KPI's, Social Media Metrics and Business
KPI's, Social Media Metrics and BusinessKPI's, Social Media Metrics and Business
KPI's, Social Media Metrics and Business
Dheeraj Chowdhury
 
PC Agency Overview
PC Agency OverviewPC Agency Overview
PC Agency Overview
Parker Communications
 
Transforming Your Brand To A Media Company
Transforming Your Brand To A Media CompanyTransforming Your Brand To A Media Company
Transforming Your Brand To A Media Company
VerticalResponse
 
Fg Performa_Portfolio
Fg Performa_PortfolioFg Performa_Portfolio
Fg Performa_Portfolio
FORTHGEAR
 
Mudhouse services proposal
Mudhouse services proposalMudhouse services proposal
Mudhouse services proposal
mudhouse
 
Chapter 8 media relations
Chapter 8 media relationsChapter 8 media relations
Chapter 8 media relations
Hajar Karamat
 
Charterhouse sm 1
Charterhouse sm 1Charterhouse sm 1
Charterhouse sm 1
sylvainashlyn
 

What's hot (11)

Customer relationship management one to one
Customer relationship management   one to oneCustomer relationship management   one to one
Customer relationship management one to one
 
Galvea roi of social media 1
Galvea roi of social media 1Galvea roi of social media 1
Galvea roi of social media 1
 
Community conference 2011 - Dell, Bill Johnston
Community conference 2011 - Dell, Bill JohnstonCommunity conference 2011 - Dell, Bill Johnston
Community conference 2011 - Dell, Bill Johnston
 
DELIVERING ON THE BRAND PROMISE: Using social media as a communication tactic
DELIVERING ON THE BRAND PROMISE: Using social media as a communication tacticDELIVERING ON THE BRAND PROMISE: Using social media as a communication tactic
DELIVERING ON THE BRAND PROMISE: Using social media as a communication tactic
 
KPI's, Social Media Metrics and Business
KPI's, Social Media Metrics and BusinessKPI's, Social Media Metrics and Business
KPI's, Social Media Metrics and Business
 
PC Agency Overview
PC Agency OverviewPC Agency Overview
PC Agency Overview
 
Transforming Your Brand To A Media Company
Transforming Your Brand To A Media CompanyTransforming Your Brand To A Media Company
Transforming Your Brand To A Media Company
 
Fg Performa_Portfolio
Fg Performa_PortfolioFg Performa_Portfolio
Fg Performa_Portfolio
 
Mudhouse services proposal
Mudhouse services proposalMudhouse services proposal
Mudhouse services proposal
 
Chapter 8 media relations
Chapter 8 media relationsChapter 8 media relations
Chapter 8 media relations
 
Charterhouse sm 1
Charterhouse sm 1Charterhouse sm 1
Charterhouse sm 1
 

Viewers also liked

ใบความรู้ที่ 11 เรื่อง หน่วยความจำ
ใบความรู้ที่ 11 เรื่อง หน่วยความจำใบความรู้ที่ 11 เรื่อง หน่วยความจำ
ใบความรู้ที่ 11 เรื่อง หน่วยความจำ
Angkan Mahawan
 
Animals
AnimalsAnimals
Animals
minirouse89
 
Power territori i identitat2
Power territori i identitat2Power territori i identitat2
Power territori i identitat2
minirouse89
 
Digital Implementation of Paralleling DC_DC conv
Digital Implementation of Paralleling DC_DC convDigital Implementation of Paralleling DC_DC conv
Digital Implementation of Paralleling DC_DC conv
dhananjay.p yadav
 
ใบความรู้ที่ 9เรื่อง หน่วยรับเข้า
ใบความรู้ที่ 9เรื่อง หน่วยรับเข้าใบความรู้ที่ 9เรื่อง หน่วยรับเข้า
ใบความรู้ที่ 9เรื่อง หน่วยรับเข้า
Angkan Mahawan
 
dlnservices ppt
dlnservices pptdlnservices ppt
dlnservices ppt
Divanshu Shukla
 
Agile planning
Agile planningAgile planning
Agile planning
Juan Banda
 
Social hub pw c demystifying the swiss online shopper - 2013-v2
Social hub   pw c demystifying the swiss online shopper - 2013-v2Social hub   pw c demystifying the swiss online shopper - 2013-v2
Social hub pw c demystifying the swiss online shopper - 2013-v2
Social Hub Zürich
 
Rúbrica 4 valorando secuencias didácticas
Rúbrica 4 valorando secuencias didácticasRúbrica 4 valorando secuencias didácticas
Rúbrica 4 valorando secuencias didácticas
German Bastidas Muñoz
 
Introduction to agile
Introduction to agileIntroduction to agile
Introduction to agile
Juan Banda
 
Social hub "Dank Mobile Commerce zum Kleinunternehmer"
Social hub "Dank Mobile Commerce zum Kleinunternehmer"Social hub "Dank Mobile Commerce zum Kleinunternehmer"
Social hub "Dank Mobile Commerce zum Kleinunternehmer"
Social Hub Zürich
 
ใบความรู้ที่ 1 เรื่อง เทคโนโลยีสารสนเทศและการสื่อสารคืออะไร
ใบความรู้ที่ 1 เรื่อง เทคโนโลยีสารสนเทศและการสื่อสารคืออะไรใบความรู้ที่ 1 เรื่อง เทคโนโลยีสารสนเทศและการสื่อสารคืออะไร
ใบความรู้ที่ 1 เรื่อง เทคโนโลยีสารสนเทศและการสื่อสารคืออะไร
Angkan Mahawan
 
Soziales Fernsehen mit Zürcher App - Martin Glauser
Soziales Fernsehen mit Zürcher App - Martin GlauserSoziales Fernsehen mit Zürcher App - Martin Glauser
Soziales Fernsehen mit Zürcher App - Martin Glauser
Social Hub Zürich
 
お勉強資料(仮)
お勉強資料(仮)お勉強資料(仮)
お勉強資料(仮)
Keisuke Akiyama
 
Digital Organisation Nestlé
Digital Organisation NestléDigital Organisation Nestlé
Digital Organisation Nestlé
Social Hub Zürich
 
Project m&e & logframe
Project m&e & logframeProject m&e & logframe
Project m&e & logframe
Wesley Opaki
 

Viewers also liked (17)

ใบความรู้ที่ 11 เรื่อง หน่วยความจำ
ใบความรู้ที่ 11 เรื่อง หน่วยความจำใบความรู้ที่ 11 เรื่อง หน่วยความจำ
ใบความรู้ที่ 11 เรื่อง หน่วยความจำ
 
Animals
AnimalsAnimals
Animals
 
Power territori i identitat2
Power territori i identitat2Power territori i identitat2
Power territori i identitat2
 
Digital Implementation of Paralleling DC_DC conv
Digital Implementation of Paralleling DC_DC convDigital Implementation of Paralleling DC_DC conv
Digital Implementation of Paralleling DC_DC conv
 
ใบความรู้ที่ 9เรื่อง หน่วยรับเข้า
ใบความรู้ที่ 9เรื่อง หน่วยรับเข้าใบความรู้ที่ 9เรื่อง หน่วยรับเข้า
ใบความรู้ที่ 9เรื่อง หน่วยรับเข้า
 
dlnservices ppt
dlnservices pptdlnservices ppt
dlnservices ppt
 
Agile planning
Agile planningAgile planning
Agile planning
 
Social hub pw c demystifying the swiss online shopper - 2013-v2
Social hub   pw c demystifying the swiss online shopper - 2013-v2Social hub   pw c demystifying the swiss online shopper - 2013-v2
Social hub pw c demystifying the swiss online shopper - 2013-v2
 
Rúbrica 4 valorando secuencias didácticas
Rúbrica 4 valorando secuencias didácticasRúbrica 4 valorando secuencias didácticas
Rúbrica 4 valorando secuencias didácticas
 
Introduction to agile
Introduction to agileIntroduction to agile
Introduction to agile
 
Social hub "Dank Mobile Commerce zum Kleinunternehmer"
Social hub "Dank Mobile Commerce zum Kleinunternehmer"Social hub "Dank Mobile Commerce zum Kleinunternehmer"
Social hub "Dank Mobile Commerce zum Kleinunternehmer"
 
ใบความรู้ที่ 1 เรื่อง เทคโนโลยีสารสนเทศและการสื่อสารคืออะไร
ใบความรู้ที่ 1 เรื่อง เทคโนโลยีสารสนเทศและการสื่อสารคืออะไรใบความรู้ที่ 1 เรื่อง เทคโนโลยีสารสนเทศและการสื่อสารคืออะไร
ใบความรู้ที่ 1 เรื่อง เทคโนโลยีสารสนเทศและการสื่อสารคืออะไร
 
Soziales Fernsehen mit Zürcher App - Martin Glauser
Soziales Fernsehen mit Zürcher App - Martin GlauserSoziales Fernsehen mit Zürcher App - Martin Glauser
Soziales Fernsehen mit Zürcher App - Martin Glauser
 
Slidi ecq
Slidi ecqSlidi ecq
Slidi ecq
 
お勉強資料(仮)
お勉強資料(仮)お勉強資料(仮)
お勉強資料(仮)
 
Digital Organisation Nestlé
Digital Organisation NestléDigital Organisation Nestlé
Digital Organisation Nestlé
 
Project m&e & logframe
Project m&e & logframeProject m&e & logframe
Project m&e & logframe
 

Similar to "Ready for take off" - Christian Lüdi

Havit Cable Expertise
Havit Cable ExpertiseHavit Cable Expertise
Havit Cable Expertise
Jeff Goldscher
 
Havit Cable Expertise
Havit Cable ExpertiseHavit Cable Expertise
Havit Cable Expertise
Jeff Goldscher
 
Be the Interesting News
Be the Interesting NewsBe the Interesting News
Be the Interesting News
qasimraza22
 
Thrive on Jive: 6 Pillars of Social Media Marketing Success
Thrive on Jive: 6 Pillars of Social Media Marketing SuccessThrive on Jive: 6 Pillars of Social Media Marketing Success
Thrive on Jive: 6 Pillars of Social Media Marketing Success
Deirdre Walsh
 
Who is Axcept Media?
Who is Axcept Media?Who is Axcept Media?
Who is Axcept Media?
koreyerb
 
Social Media Value Proposition - Group FMG
Social Media Value Proposition - Group FMGSocial Media Value Proposition - Group FMG
Social Media Value Proposition - Group FMG
GroupFMG
 
Sms gupshup corporate sales deck 2
Sms gupshup corporate sales deck 2Sms gupshup corporate sales deck 2
Sms gupshup corporate sales deck 2
vikas911
 
KINSHIP digital Social Media Consultancy company overview
KINSHIP digital  Social Media Consultancy company overview KINSHIP digital  Social Media Consultancy company overview
KINSHIP digital Social Media Consultancy company overview
KINSHIP digital
 
The Social Era and Your Business
The Social Era and Your BusinessThe Social Era and Your Business
The Social Era and Your Business
Eric Swain
 
Commetric: The Challenge of Social Data
Commetric: The Challenge of Social DataCommetric: The Challenge of Social Data
Commetric: The Challenge of Social Data
commetric
 
B2B megatrends
B2B megatrends B2B megatrends
B2B megatrends
hgupta017
 
Gage Social Media
Gage Social MediaGage Social Media
Gage Social Media
Gage Marketing Group
 
Chapter 1 hausman book
Chapter 1   hausman bookChapter 1   hausman book
Chapter 1 hausman book
Hausman and Associates
 
CEO Institute and Social Business
CEO Institute and Social BusinessCEO Institute and Social Business
CEO Institute and Social Business
KINSHIP digital
 
8 Ways to Create Engaging Live, Virtual and Hybrid Events
8 Ways to Create Engaging Live, Virtual and Hybrid Events8 Ways to Create Engaging Live, Virtual and Hybrid Events
8 Ways to Create Engaging Live, Virtual and Hybrid Events
FlutterbyBarb
 
Digital Communications Blueprint
Digital Communications BlueprintDigital Communications Blueprint
Digital Communications Blueprint
Shannon Latta
 
Introduction to B2B Public Relations
Introduction to B2B Public RelationsIntroduction to B2B Public Relations
Introduction to B2B Public Relations
Kellie Sheehan
 
Marquette Social Listening presentation
Marquette Social Listening presentationMarquette Social Listening presentation
Marquette Social Listening presentation
7Summits
 
Social Media BTB voor Digital Marketing Live
Social Media BTB voor Digital Marketing LiveSocial Media BTB voor Digital Marketing Live
Social Media BTB voor Digital Marketing Live
Engagement Media
 
Branding 101: Developing a strong brand that drives business
Branding 101: Developing a strong brand that drives businessBranding 101: Developing a strong brand that drives business
Branding 101: Developing a strong brand that drives business
Red Sage Communications, Inc.
 

Similar to "Ready for take off" - Christian Lüdi (20)

Havit Cable Expertise
Havit Cable ExpertiseHavit Cable Expertise
Havit Cable Expertise
 
Havit Cable Expertise
Havit Cable ExpertiseHavit Cable Expertise
Havit Cable Expertise
 
Be the Interesting News
Be the Interesting NewsBe the Interesting News
Be the Interesting News
 
Thrive on Jive: 6 Pillars of Social Media Marketing Success
Thrive on Jive: 6 Pillars of Social Media Marketing SuccessThrive on Jive: 6 Pillars of Social Media Marketing Success
Thrive on Jive: 6 Pillars of Social Media Marketing Success
 
Who is Axcept Media?
Who is Axcept Media?Who is Axcept Media?
Who is Axcept Media?
 
Social Media Value Proposition - Group FMG
Social Media Value Proposition - Group FMGSocial Media Value Proposition - Group FMG
Social Media Value Proposition - Group FMG
 
Sms gupshup corporate sales deck 2
Sms gupshup corporate sales deck 2Sms gupshup corporate sales deck 2
Sms gupshup corporate sales deck 2
 
KINSHIP digital Social Media Consultancy company overview
KINSHIP digital  Social Media Consultancy company overview KINSHIP digital  Social Media Consultancy company overview
KINSHIP digital Social Media Consultancy company overview
 
The Social Era and Your Business
The Social Era and Your BusinessThe Social Era and Your Business
The Social Era and Your Business
 
Commetric: The Challenge of Social Data
Commetric: The Challenge of Social DataCommetric: The Challenge of Social Data
Commetric: The Challenge of Social Data
 
B2B megatrends
B2B megatrends B2B megatrends
B2B megatrends
 
Gage Social Media
Gage Social MediaGage Social Media
Gage Social Media
 
Chapter 1 hausman book
Chapter 1   hausman bookChapter 1   hausman book
Chapter 1 hausman book
 
CEO Institute and Social Business
CEO Institute and Social BusinessCEO Institute and Social Business
CEO Institute and Social Business
 
8 Ways to Create Engaging Live, Virtual and Hybrid Events
8 Ways to Create Engaging Live, Virtual and Hybrid Events8 Ways to Create Engaging Live, Virtual and Hybrid Events
8 Ways to Create Engaging Live, Virtual and Hybrid Events
 
Digital Communications Blueprint
Digital Communications BlueprintDigital Communications Blueprint
Digital Communications Blueprint
 
Introduction to B2B Public Relations
Introduction to B2B Public RelationsIntroduction to B2B Public Relations
Introduction to B2B Public Relations
 
Marquette Social Listening presentation
Marquette Social Listening presentationMarquette Social Listening presentation
Marquette Social Listening presentation
 
Social Media BTB voor Digital Marketing Live
Social Media BTB voor Digital Marketing LiveSocial Media BTB voor Digital Marketing Live
Social Media BTB voor Digital Marketing Live
 
Branding 101: Developing a strong brand that drives business
Branding 101: Developing a strong brand that drives businessBranding 101: Developing a strong brand that drives business
Branding 101: Developing a strong brand that drives business
 

More from Social Hub Zürich

Social Hub "Sparen mit Social Media"
Social Hub "Sparen mit Social Media"Social Hub "Sparen mit Social Media"
Social Hub "Sparen mit Social Media"
Social Hub Zürich
 
Social Hub "Es muss nicht immer ein Gewinnspiel sein"
Social Hub "Es muss nicht immer ein Gewinnspiel sein"Social Hub "Es muss nicht immer ein Gewinnspiel sein"
Social Hub "Es muss nicht immer ein Gewinnspiel sein"
Social Hub Zürich
 
Social media und recht claudia keller
Social media und recht claudia kellerSocial media und recht claudia keller
Social media und recht claudia keller
Social Hub Zürich
 
Refererat social collaboration 04042013
Refererat social collaboration 04042013Refererat social collaboration 04042013
Refererat social collaboration 04042013
Social Hub Zürich
 
Der Einfluss von Social Media in der Schweizer Politik
Der Einfluss von Social Media in der Schweizer PolitikDer Einfluss von Social Media in der Schweizer Politik
Der Einfluss von Social Media in der Schweizer Politik
Social Hub Zürich
 
Bertram Gugel "Social TV"
Bertram Gugel "Social TV"Bertram Gugel "Social TV"
Bertram Gugel "Social TV"
Social Hub Zürich
 
Facebook KPIs - Definieren und beobachten
Facebook KPIs - Definieren und beobachtenFacebook KPIs - Definieren und beobachten
Facebook KPIs - Definieren und beobachten
Social Hub Zürich
 
Referat Facebook Advertising
Referat Facebook AdvertisingReferat Facebook Advertising
Referat Facebook Advertising
Social Hub Zürich
 

More from Social Hub Zürich (9)

Social Hub "Sparen mit Social Media"
Social Hub "Sparen mit Social Media"Social Hub "Sparen mit Social Media"
Social Hub "Sparen mit Social Media"
 
Social Hub "Es muss nicht immer ein Gewinnspiel sein"
Social Hub "Es muss nicht immer ein Gewinnspiel sein"Social Hub "Es muss nicht immer ein Gewinnspiel sein"
Social Hub "Es muss nicht immer ein Gewinnspiel sein"
 
Social media und recht claudia keller
Social media und recht claudia kellerSocial media und recht claudia keller
Social media und recht claudia keller
 
Refererat social collaboration 04042013
Refererat social collaboration 04042013Refererat social collaboration 04042013
Refererat social collaboration 04042013
 
Der Einfluss von Social Media in der Schweizer Politik
Der Einfluss von Social Media in der Schweizer PolitikDer Einfluss von Social Media in der Schweizer Politik
Der Einfluss von Social Media in der Schweizer Politik
 
Bertram Gugel "Social TV"
Bertram Gugel "Social TV"Bertram Gugel "Social TV"
Bertram Gugel "Social TV"
 
Innosabi - Crowdsourcing
Innosabi - CrowdsourcingInnosabi - Crowdsourcing
Innosabi - Crowdsourcing
 
Facebook KPIs - Definieren und beobachten
Facebook KPIs - Definieren und beobachtenFacebook KPIs - Definieren und beobachten
Facebook KPIs - Definieren und beobachten
 
Referat Facebook Advertising
Referat Facebook AdvertisingReferat Facebook Advertising
Referat Facebook Advertising
 

Recently uploaded

Growth Buyouts - The Dawn of the GBO (Slow Ventures)
Growth Buyouts - The  Dawn of the GBO (Slow Ventures)Growth Buyouts - The  Dawn of the GBO (Slow Ventures)
Growth Buyouts - The Dawn of the GBO (Slow Ventures)
Razin Mustafiz
 
Don’t Get Left Behind: Leveraging Modern Product Management Across the Organi...
Don’t Get Left Behind: Leveraging Modern Product Management Across the Organi...Don’t Get Left Behind: Leveraging Modern Product Management Across the Organi...
Don’t Get Left Behind: Leveraging Modern Product Management Across the Organi...
Aggregage
 
Staffan Canback - The 18 Rays of Project Management
Staffan Canback - The 18 Rays of Project ManagementStaffan Canback - The 18 Rays of Project Management
Staffan Canback - The 18 Rays of Project Management
Tellusant, Inc.
 
Christmas Decorations_ A Guide to Small Christmas Trees, Candle Centerpieces,...
Christmas Decorations_ A Guide to Small Christmas Trees, Candle Centerpieces,...Christmas Decorations_ A Guide to Small Christmas Trees, Candle Centerpieces,...
Christmas Decorations_ A Guide to Small Christmas Trees, Candle Centerpieces,...
Lynch Creek Farm
 
A STUDY OF MUTUAL FUND OF BANK OF INDIA .pdf
A STUDY OF MUTUAL FUND  OF BANK OF INDIA .pdfA STUDY OF MUTUAL FUND  OF BANK OF INDIA .pdf
A STUDY OF MUTUAL FUND OF BANK OF INDIA .pdf
rsonics22
 
Best Practices in Negotiation for Business Management Students
Best Practices in Negotiation for Business Management StudentsBest Practices in Negotiation for Business Management Students
Best Practices in Negotiation for Business Management Students
zoyaws1
 
PAWFESSIONAL ELVA MAX.pdfAAAAAAAAAAAAAAAAAAA
PAWFESSIONAL ELVA MAX.pdfAAAAAAAAAAAAAAAAAAAPAWFESSIONAL ELVA MAX.pdfAAAAAAAAAAAAAAAAAAA
PAWFESSIONAL ELVA MAX.pdfAAAAAAAAAAAAAAAAAAA
lawrenceads01
 
Mandated reporting powerpoint to help with understanding your role
Mandated reporting powerpoint to help with understanding your roleMandated reporting powerpoint to help with understanding your role
Mandated reporting powerpoint to help with understanding your role
khidalgo2
 
Family/Indoor Entertainment Centers Market: Regulation and Compliance Updates
Family/Indoor Entertainment Centers Market: Regulation and Compliance UpdatesFamily/Indoor Entertainment Centers Market: Regulation and Compliance Updates
Family/Indoor Entertainment Centers Market: Regulation and Compliance Updates
AishwaryaDoiphode3
 
What is Venture Client for Startup entrepreneur
What is Venture Client for Startup entrepreneurWhat is Venture Client for Startup entrepreneur
What is Venture Client for Startup entrepreneur
Gokul Rangarajan
 
Navigating Change Strategies for Effective Transition and Operational Plannin...
Navigating Change Strategies for Effective Transition and Operational Plannin...Navigating Change Strategies for Effective Transition and Operational Plannin...
Navigating Change Strategies for Effective Transition and Operational Plannin...
Brian Frerichs
 
Entrepreneurial mindset: An Introduction to Entrepreneurship
Entrepreneurial mindset: An Introduction to EntrepreneurshipEntrepreneurial mindset: An Introduction to Entrepreneurship
Entrepreneurial mindset: An Introduction to Entrepreneurship
Sanjay Joshi
 
TALENT ACQUISITION AND MANAGEMENT LECTURE 2
TALENT ACQUISITION AND MANAGEMENT LECTURE 2TALENT ACQUISITION AND MANAGEMENT LECTURE 2
TALENT ACQUISITION AND MANAGEMENT LECTURE 2
projectseasy
 
DEKISH ELEVATOR INDIA PVT LTD Brochure.pdf
DEKISH ELEVATOR INDIA PVT LTD Brochure.pdfDEKISH ELEVATOR INDIA PVT LTD Brochure.pdf
DEKISH ELEVATOR INDIA PVT LTD Brochure.pdf
unosafeads
 
THE IMPORTANCE OF CODING IN DEVOPS EXPLANATION
THE IMPORTANCE OF CODING IN DEVOPS EXPLANATIONTHE IMPORTANCE OF CODING IN DEVOPS EXPLANATION
THE IMPORTANCE OF CODING IN DEVOPS EXPLANATION
hrajkumar444
 
PETAVIT SIP-05.pdfAAAAAAAAAAAAAAAAAAAAAAAAA
PETAVIT SIP-05.pdfAAAAAAAAAAAAAAAAAAAAAAAAAPETAVIT SIP-05.pdfAAAAAAAAAAAAAAAAAAAAAAAAA
PETAVIT SIP-05.pdfAAAAAAAAAAAAAAAAAAAAAAAAA
lawrenceads01
 
Importance of Quality Transformations in VUCA World
Importance of Quality Transformations in VUCA WorldImportance of Quality Transformations in VUCA World
Importance of Quality Transformations in VUCA World
Ankur860831
 
Girls Call Kharghar 9910780858 Provide Best And Top Girl Service And No1 in City
Girls Call Kharghar 9910780858 Provide Best And Top Girl Service And No1 in CityGirls Call Kharghar 9910780858 Provide Best And Top Girl Service And No1 in City
Girls Call Kharghar 9910780858 Provide Best And Top Girl Service And No1 in City
maigasapphire
 
A Complete Guide of Dubai Freelance Visa and Permit in 2024
A Complete Guide of Dubai Freelance Visa and Permit in 2024A Complete Guide of Dubai Freelance Visa and Permit in 2024
A Complete Guide of Dubai Freelance Visa and Permit in 2024
Dubiz
 
Case study on Indian Ecommerce logistics
Case study on Indian Ecommerce logisticsCase study on Indian Ecommerce logistics
Case study on Indian Ecommerce logistics
UnheardShayari
 

Recently uploaded (20)

Growth Buyouts - The Dawn of the GBO (Slow Ventures)
Growth Buyouts - The  Dawn of the GBO (Slow Ventures)Growth Buyouts - The  Dawn of the GBO (Slow Ventures)
Growth Buyouts - The Dawn of the GBO (Slow Ventures)
 
Don’t Get Left Behind: Leveraging Modern Product Management Across the Organi...
Don’t Get Left Behind: Leveraging Modern Product Management Across the Organi...Don’t Get Left Behind: Leveraging Modern Product Management Across the Organi...
Don’t Get Left Behind: Leveraging Modern Product Management Across the Organi...
 
Staffan Canback - The 18 Rays of Project Management
Staffan Canback - The 18 Rays of Project ManagementStaffan Canback - The 18 Rays of Project Management
Staffan Canback - The 18 Rays of Project Management
 
Christmas Decorations_ A Guide to Small Christmas Trees, Candle Centerpieces,...
Christmas Decorations_ A Guide to Small Christmas Trees, Candle Centerpieces,...Christmas Decorations_ A Guide to Small Christmas Trees, Candle Centerpieces,...
Christmas Decorations_ A Guide to Small Christmas Trees, Candle Centerpieces,...
 
A STUDY OF MUTUAL FUND OF BANK OF INDIA .pdf
A STUDY OF MUTUAL FUND  OF BANK OF INDIA .pdfA STUDY OF MUTUAL FUND  OF BANK OF INDIA .pdf
A STUDY OF MUTUAL FUND OF BANK OF INDIA .pdf
 
Best Practices in Negotiation for Business Management Students
Best Practices in Negotiation for Business Management StudentsBest Practices in Negotiation for Business Management Students
Best Practices in Negotiation for Business Management Students
 
PAWFESSIONAL ELVA MAX.pdfAAAAAAAAAAAAAAAAAAA
PAWFESSIONAL ELVA MAX.pdfAAAAAAAAAAAAAAAAAAAPAWFESSIONAL ELVA MAX.pdfAAAAAAAAAAAAAAAAAAA
PAWFESSIONAL ELVA MAX.pdfAAAAAAAAAAAAAAAAAAA
 
Mandated reporting powerpoint to help with understanding your role
Mandated reporting powerpoint to help with understanding your roleMandated reporting powerpoint to help with understanding your role
Mandated reporting powerpoint to help with understanding your role
 
Family/Indoor Entertainment Centers Market: Regulation and Compliance Updates
Family/Indoor Entertainment Centers Market: Regulation and Compliance UpdatesFamily/Indoor Entertainment Centers Market: Regulation and Compliance Updates
Family/Indoor Entertainment Centers Market: Regulation and Compliance Updates
 
What is Venture Client for Startup entrepreneur
What is Venture Client for Startup entrepreneurWhat is Venture Client for Startup entrepreneur
What is Venture Client for Startup entrepreneur
 
Navigating Change Strategies for Effective Transition and Operational Plannin...
Navigating Change Strategies for Effective Transition and Operational Plannin...Navigating Change Strategies for Effective Transition and Operational Plannin...
Navigating Change Strategies for Effective Transition and Operational Plannin...
 
Entrepreneurial mindset: An Introduction to Entrepreneurship
Entrepreneurial mindset: An Introduction to EntrepreneurshipEntrepreneurial mindset: An Introduction to Entrepreneurship
Entrepreneurial mindset: An Introduction to Entrepreneurship
 
TALENT ACQUISITION AND MANAGEMENT LECTURE 2
TALENT ACQUISITION AND MANAGEMENT LECTURE 2TALENT ACQUISITION AND MANAGEMENT LECTURE 2
TALENT ACQUISITION AND MANAGEMENT LECTURE 2
 
DEKISH ELEVATOR INDIA PVT LTD Brochure.pdf
DEKISH ELEVATOR INDIA PVT LTD Brochure.pdfDEKISH ELEVATOR INDIA PVT LTD Brochure.pdf
DEKISH ELEVATOR INDIA PVT LTD Brochure.pdf
 
THE IMPORTANCE OF CODING IN DEVOPS EXPLANATION
THE IMPORTANCE OF CODING IN DEVOPS EXPLANATIONTHE IMPORTANCE OF CODING IN DEVOPS EXPLANATION
THE IMPORTANCE OF CODING IN DEVOPS EXPLANATION
 
PETAVIT SIP-05.pdfAAAAAAAAAAAAAAAAAAAAAAAAA
PETAVIT SIP-05.pdfAAAAAAAAAAAAAAAAAAAAAAAAAPETAVIT SIP-05.pdfAAAAAAAAAAAAAAAAAAAAAAAAA
PETAVIT SIP-05.pdfAAAAAAAAAAAAAAAAAAAAAAAAA
 
Importance of Quality Transformations in VUCA World
Importance of Quality Transformations in VUCA WorldImportance of Quality Transformations in VUCA World
Importance of Quality Transformations in VUCA World
 
Girls Call Kharghar 9910780858 Provide Best And Top Girl Service And No1 in City
Girls Call Kharghar 9910780858 Provide Best And Top Girl Service And No1 in CityGirls Call Kharghar 9910780858 Provide Best And Top Girl Service And No1 in City
Girls Call Kharghar 9910780858 Provide Best And Top Girl Service And No1 in City
 
A Complete Guide of Dubai Freelance Visa and Permit in 2024
A Complete Guide of Dubai Freelance Visa and Permit in 2024A Complete Guide of Dubai Freelance Visa and Permit in 2024
A Complete Guide of Dubai Freelance Visa and Permit in 2024
 
Case study on Indian Ecommerce logistics
Case study on Indian Ecommerce logisticsCase study on Indian Ecommerce logistics
Case study on Indian Ecommerce logistics
 

"Ready for take off" - Christian Lüdi

  • 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 4 |
  • 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 ? 5 |
  • 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 6 |
  • 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 7 |
  • 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. 8 |
  • 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.) 9 |
  • 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 10 |
  • 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 13
  • 14. Social Media @ SWISS Facebook 14 |
  • 15. Social Media @ SWISS Twitter (global) 15 |
  • 16. Social Media @ SWISS YouTube 16 |
  • 17. Social Media @ SWISS Flickr 17 |
  • 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) 18 |
  • 19. Social Media @ SWISS Facebook – Übernahme einer bestehenden Fanpage 19 |
  • 20. Social Media @ SWISS Flüge buchen auf Facebook (JAN 10) 20 |
  • 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 21 |
  • 22. Social Media @ SWISS Krisenkommunikation (APR 10) 31 Postings 1’200 Kommentare 22 |
  • 23. Social Media @ SWISS Marktforschung (APR 10) 23 |
  • 24. Social Media @ SWISS FlyerTalk (APR 10) 24 |
  • 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 25 |
  • 26. Social Media @ SWISS SWISS Blog (JUL 10) 26 |
  • 27. Social Media @ SWISS HR (Marketing) (SEP 10) - Blick hinter die Kulissen - Stellenausschreibung auf Facebook - Stelleninserat auf XING 27 |
  • 28. Social Media @ SWISS Fly to your Friends (JUN 11) 28 |
  • 29. Social Media @ SWISS Live-tweeting von Pressekonferenz (JUL 11) 29 |
  • 30. Social Media @ SWISS Chat mit CCO Holger Hätty (AUG 11) 30 |
  • 31. Social Media @ SWISS Food tasting (SEP 11) 31 |
  • 32. Social Media @ SWISS Google+ (NOV 11) 32 |
  • 33. Social Media @ SWISS 100’000 Fans (JAN 12) 33 |
  • 34. Social Media @ SWISS Community befragt CEO Harry Hohmeister (FEB 12) 34 |
  • 35. Social Media @ SWISS 24/7 Kundenservice (JUL 12) 35 |
  • 36. Social Media @ SWISS Instagram (AUG 12) 36 |
  • 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) 37 |
  • 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! 39 |