airlines 2.0 - how airlines can use web 2.0 for branding
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Airlines 2.0Usingtechnologyforinnova2vebrandingthroughtherecession
FTMAFt.Lauderdale,April23,2009
ShashankNigamFounder&CEO,SimpliFlying
GlobalHead‐BrandStrategy,ACAAssociates
Key take aways...
What does a recession mean for airline brands?
How to tap on the latest technologies to get closer to the customers?
What have other airlines done to enhance their brands?
What are the risks involved in this approach and how to get started?
Simply, how to build a stronger airline brand in 2009
Cost of s
econd bag ch
eck-in
$50
Cost of c
hoosing a sp
ecific s
eat
$50
Average fu
el surc
harge
$200
By interacting with the customers on their terms
By getting inside the fickle mind of the customer
By sharing the ownership of the brand
By revealing the personality behind the brand
By tapping on the latest technologies to do this
55%
of consumers want ongoing conversations with companies and brands
89%
said they would feel more loyal to a brand if they were invited to take part in a feedback group.
Of these 89%,43% would like to see companies offering customer service through social media
37% would like companies to provide new ways to interact with the brand via social media
41% would like companies to solicit feedback
How to tackle risks?
How to give up control?
Recognize - What can go wrong?
Prepare - To involve the community
Be Resilient - Bounce!
1. Give ownership to one person or team
2. It’s OK to start small, but do it well
3. It may require a long-term approach to succeed
4. Success metrics may be different from other efforts
Using the latest technology tools to build trust allows...
Interaction without interruption
Co-creation
Building of a personality
Firm implementation
It’s not the strongest of the species that survives, nor the most intelligent. It is the
one that is most adaptable to change.
Charles Darwin
Questions
Shashank Nigam
Founder & CEO, SimpliFlyingGlobal Head - Brand Strategy, ACA Associates
Email: shashank@simpliflying.com
Twitter: @simpliflying
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