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