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Elena Ibáñez MDMK2010 December’09
Can Social Media work for Iberia?
What was the Internet for us up to 2.004…?
The web 1.0!
Elena Ibáñez MDMK2010 December’09
But what was that “thing”
called Web 1.0?
The brand talked to me but I couldn’t talk to the brand2
.000
Elena Ibáñez MDMK2010 December’09
Something like this...Elena Ibáñez MDMK2010 December’09
What is Web 2.0?
We both talk to each other2.010
How is the Internet
now?
Elena Ibáñez MDMK2010 December’09
Something like this...Elena Ibáñez MDMK2010 December’09
So what are the differences?
Web 2.0
Web 1.0 was about reading
Web 1.0 was about companies
Web 1.0 was about client-server
Web 1.0 was about HTML
Web 1.0 was about home pages
Web 1.0 was about portals
Web 1.0 was about wires
Web 1.0 was about owning
Web 1.0 was about IPOs
Web 1.0 was about dialup
Web 1.0 was about hardware costs
Web 2.0 is about writing
Web 2.0 is about communities
Web 2.0 is about peer to peer
Web 2.0 is about XML
Web 2.0 is about blogs
Web 2.0 is about RSS
Web 2.0 is about wireless
Web 2.0 is about sharing
Web 2.0 is about trade sale
Web 2.0 is about broadband
Web 2.0 is about bandwidth costs
Web 1.0
Web 2.0 is about CONVERSATIONS
SharingDiscussing
Microblogging
Livestreaming
Publishing
Livecasting
Virtual worlding Socialgaming
Social networking
Accessibility!
What has 2.0 brought to business?
Effectiveness!
Loyalty!
Engagement!
Improve Search Engine Optimization Creating a larger online presence and generating links for higher natural search rankings
But why 2.0 is good for our specific travel business?
Two-Way Communication Fostering two-way conversations with social media to create ongoing relationships with our customers
New Marketing ChannelPushing content quickly and cheaply to a primed audience
“Viralability”Encouraging our brand advocates to spread our message across their network
Improve ResultsCombining new and current metrics to see how social media is affecting our bottom line
1Benefit
2Benefit
3Benefit
4Benefit
5Benefit
And more concrete, what can 2.0 do for our flying business?
FREQUENCYGet people to fly more often
REACHGet more people to fly
YIELDMake more money per customer
DECISIONGet them to decide to fly sooner
Elena Ibáñez MDMK2010 December’09
Examples
Dealing with delays
Having a real time conversations with clients
FREQUENCYGet people to fly more often
Elena Ibáñez MDMK2010 December’09
Examples
Dealing with bag loss
1. Be informed about bag-loss before pax
2. Send him a SMS him and tell him to go home
3. Let him track bag by mobile
FREQUENCYGet people to fly more often
Elena Ibáñez MDMK2010 December’09
Examples
Making a real time customer service
1. It’s cheaper
2. It’s more effective
3. Foster loyalty
FREQUENCYGet people to fly more often
Elena Ibáñez MDMK2010 December’09
Examples
The airline becoming the platform
1. Build the community
2. Add true value
3. Set the right expectations
FREQUENCYGet people to fly more often
REACHGet more people to fly
Elena Ibáñez MDMK2010 December’09
Examples
DECISIONGet them to decide to fly sooner
Taking advantage of the public flight status
1. User updates travel status (Twitter/FB)
2. Status integrated in social media apps
3. Past status offers customer insights
4. Huge opportunity for:
- Building apps with targeted offers
- Location-based recommendations
- Viral-status apps
REACHGet more people to fly
Elena Ibáñez MDMK2010 December’09
Examples
DECISIONGet them to decide to fly sooner
Reversing the tables
1. Drive out price elasticity
2. Increase conversion
YIELDMake more money per customer
Elena Ibáñez MDMK2010 December’09
Examples
DECISIONGet them to decide to fly sooner
Infusing online reviews in the booking path
Forrester research confirms that adding customer comments during booking boosts conversion, so it is good to integrate reviews from: 1.Skytrax 2.Eezeer.com 3.Tripadvisor.com 4.Expedia and others...
Elena Ibáñez MDMK2010 December’09
Sources:
http://etc.territoriocreativo.es/etc/2009/11/social-media-marketing-territorio-creativo.htmlhttp://www.intersectionconsulting.com/blog/http://www.telepieza.com/wordpress/2008/01/23/diferencias-entre-web-10-y-web-20/http://www.archive.org/web/web.phphttp://www.hotelsmag.com/article/CA6707523.htmlhttp://www.slideshare.net/shanxz/driving-revenue-for-airlines-through-customer-insights-from-social-mediahttp://www.iberia.com
Elena Ibáñez MDMK2010 December’09
There’s a lot web 2.0 can do for Iberia!!!!
Thank you:o)
Elena Ibáñez MDMK2010 December’09