Social Marketing: An Engagement Revolution for Airlines
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June 2013 Duncan Alexander The Travel Marketing Store Social Marketing: an Engagement Revolution for Airlines
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Over the last 5 years the world has been transformed by a revolution in social interaction. The convergence of mobile and internet technologies have enabled ubiquitous access to new means of communication. This combination has enabled mass interaction on an unprecedented scale. Skype, Facebook, Google+, You Tube, Twitter, LinkedIn, Instagram, Pinterest, Qzone and many others are enabling billions of people to connect, discover and share. What has this meant for the airline industry? As a highly social service many airlines have defined and executed their social media strategies but most admit that they are still learning and finding their way. This presentation provides an overview of how airlines are using social media marketing to build relationships, drive repeat business and attract new customers in what truly is an engagement revolution. This business transformation is set in the context of the wider revolution in travel marketing which we call “the fusion of science, art, technology and relationship building”. Links to case studies from Cathay Pacific, Air New Zealand and KLM are provided.
Transcript of Social Marketing: An Engagement Revolution for Airlines
Jun
e 2
01
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Duncan Alexander
The Travel Marketing Store
Social Marketing:an Engagement Revolution for Airlines
Social networking is having a significant impact on society. It is giving individuals and tribes a voice and
companies and governments new ways to engage.
Marketing today is the fusion of science, art, technology and relationship building.
Technology has reshaped the available tools and techniques for the marketer
Social Media: the technology that connects people
Social networks: the places where people connect, discover and share: Facebook, Twitter, LinkedIn, Pinterest, You Tube
Social media marketing: the way to use social technology and networks to build relationships, drive repeat business and attract new customers
Convergence of technologies, explosion of networks
Mobile technology and computing have
converged with social media networks to
create a revolution in human interaction
1.5BN Smartphone Users
China’s social media landscape is dominated by Tencent.
Click icon to add picture
Airlines’ application of Social Marketing
Reputation Monitoring
Customer Service
Market Research & Business Analytics
Relationship Building & Loyalty Programmes
Crisis Handling
Brand Building & Public Relations
Location Based Services
Driving commercial results, Sales Promotions & e-commerce
Airlines use of Social Media
Passengers will continue to be interested in social mediabut deployment will priorities differ
| 2012 Passenger Self-Service Survey | © SITA
Like all forms of marketing Social Media Marketing is a continual process of definition, execution and refinement
Facebook “Around the World in 80 days”
Air New Zealand Hobbit Safety video over 10.5M views
Klout utilizes Twitter, Facebook, Google+, LinkedIn, Foursquare, Wikipedia, and Instagram data to create Klout user profiles that are assigned a unique "Klout Score."
Klout scores range from 1 to 100, with higher scores corresponding to a higher ranking of the breadth and strength of one's online social influence.
While all Twitter users are assigned a score, users who register at Klout can link multiple social networks, of which network data is then aggregated to influence the user's Klout Score
The Future?
A “clip on” satellite connection for iPhones for global connectivity
Have we only just started?
Wearable technologies are moving from prototypes to production.
Embracing the complete visitor economy?
Dubai's Expo 2020 bid is an example of the understanding of the Visitor Economy. A
multi-media multi-social marketing campaign has been executed in order to
engage citizens and the voting panel.
https://twitter.com/TTMSGlobal
www.thetravelmarketingstore.com
Jun
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01
3.
Duncan Alexander
The Travel Marketing Store
Social Marketing:an Engagement Revolution for Airlines
