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strategic
transportation
& tourism
solutions
Session SE104 The Use of Social Media from an Airline Perspective
49th ICCA Congress & ExhibitionOctober 24, 2010
Session Outline
1. Opening Remarks Paul OuimetExecutive Vice PresidentInterVISTAS Consulting Inc.
2. Case Study Sus NygaardManager, Conventions &
EventsScandinavian Airlines
3. Round Table AllDiscussion
2
Internet Usage
2009 Y-Partnership Study:
66% of leisure travelers now use the Internet to plan some aspect of travel(compared to 35% in 2000)
56% of travelers make reservations on-line
35% use web 2.0 and social media applications to learn about destinations/travel deals
Internet Users in the World -2009(millions)
Source: Internet World Stats.
3
Web 2.0
2010 Expedia Media/Revel Study:
82% of social network users selected leisure travel destination online in the past 12 months, versus just 68% of non-users
44% indicated staying on top of latest travel information was most important social media benefit
The Shift in Consumer Communications
The traditional media model is a monologue
– Advertising
– Public Relations
– Sales
The social media model is a dialogue
– Myspace
4
The Points of Impact
5
MESSAGE CONTROL: Medium
IMPACT: Medium to high
MESSAGE CONTROL: Low to medium
IMPACT: High
Source: Fleishman - Hillard
World’s Largest Customer Base
China India Facebook
Millions
6
Top 5 Social Networking Sites
Site Unique Monthly Views
550 Million
91 Million
90 Million
50 Million
42 Million
7
Social Networkers:Global Product Reviewers
1.2 Billion social networkers discussing, rating, recommending and critiquing products, services and experiences worldwide
Consumer power shift – the move from owning your brand to sharing your brand
Immediate commentary
– 65 million tweets per day
– 750 tweets per second8
The Social Media World
Social media is now mass media
– World’s largest online video community
– 2 Billion video views daily
• 2X the viewership of the 3 largest U.S. broadcasters combined
• Available in 29 languages
– Partnership deals with numerous media & entertainment companies
9
Social Networkers:Travel Product Reviewers
Largest travel community in the world and world’s most popular travel site
40 Million visitors to site monthly
40 Million reviews and opinions on1 Million+ travel businesses globally
10
Case Study: 2010 Olympic Games
Objective to showcase tourism destinations on 106-day Torch Relay to global audience
Integrated strategy of daily online videos & news feeds
11
Case Study: 2010 Olympic Games
Results:
– Generated online community of 400,000 people in21 countries who followed and discussed the journey
– Drove 2 million people to the Tourism B.C. website
– In the first six months of 2010, B.C. experienced 100,000 increase in overnight international visitors & CDN$200 million increase in room revenues
12
Case Study: JetBlue Airways
Airline’s “All You Can Jet” program promoted on Twitter
– US$699 for unlimited travel for one month on any flight
Notice sent to one million people who had signed up to receive “tweets” from JetBlue
– JetBlue Airways' All You Can Jet(TM) (#AYCJ(TM)) Pass is Back!
13
Case Study: JetBlue Airways
Results:
– Over one thousand tweets during the first day
– 24-hours after the first tweet, clicks to the airline’son-line route map jumped 861%
– All passes sold out 36-hours before promotion ended
14
“Twitter really drove this in so many ways, the focusfrom the beginning was to create a viral campaign”
Sebastian White, JetBlue Corporate Communications
Case Study: Akron-Canton Airport
First airport in the U.S. to blog and Facebook
– Launched CAK BlogPort on website in 2005
Currently uses several different social media channels
15
Case Study: Akron-Canton Airport
Results: Using Facebook to Enhance Customer Service
– Problem:
– Solution:
16
strategic
transportation
& tourism
solutions
Paul OuimetExecutive Vice President
InterVISTAS Consulting Inc.