Five and a half secrets for airlines to drive revenue from social media
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Transcript of Five and a half secrets for airlines to drive revenue from social media
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LCC 2.0
ShashankNigamFounder&CEO,SimpliFlying
GlobalHead‐BrandStrategy,ACAAssociates,Inc
secrets5.5 to driving revenue from social media
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Aviation :: Branding :: Technology
Practitioners
Top 5 Twitter-ers on airlines
Blog Articles read over 250K times
Global outlook: Singapore & NYC based
Stellar Board of Advisors
Patrick Murphy - ex-Chairman, RyanAir
Chris Brogan - THE social media guru
Donald Schenk - CEO, Airline Capital Associates
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Key take aways...Why social media cannot be ignored anymore
3 myths about social media, debunked!
What does “revenue” consist of?
5.5 steps to drive revenue in social media
3 steps to get started with social media in the next 3 weeks
Who will implement the strategies?
What are the risks involved in this approach?
Simply, how social media can help YOU fill more seats
P.S: Good news! This is the wordiest slide in this presentation...
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READY?
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What’s Web 2.0?Community || Collaboration || Content || Co-Creation
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“But if I don’t get it, why should I care?”
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http://simpliflying.com/category/presentations/
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3 MYTHSabout social media, debunked
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Social media is free...
... free like a puppy
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If I build it...
... they will come
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Social media is like a BBQ cookout...
... not a flea market
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But, I’m an LCCShow me the money!
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Driving Revenue
Get people to fly more often: Frequency!
Get more people to fly: Reach!
Make more $ per customer: Yield!
Get them to decide to fly sooner: Decision!
F
R
Y
D
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secrets5.5 to driving revenue from social media
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Clear distressed inventory on Twitter1
ReachFrequency
If Dell can drive $3M through Twitter......why can’t airlines?
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Infuse social media in the booking path2
Decision
Forrester research confirms that adding customer comments during booking boosts conversion
Integrate reviews from: 1. Skytrax2. Eezeer.com3. Tripadvisor.com4. Expedia and others...
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Integrate with social media travel apps3
1
2
3
4
1. User updates travel status (Twitter/FB)2. Status integrated in social media apps3. Past status offers customer insights4. Huge opportunity for :
1. Building apps with targeted offers2. Location-based recommendations3. Viral-status apps
ReachDecision
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Partner with airlines/airports/hotels4
ReachDecision
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Create private online communities5
FrequencyYield
1. For frequent flyers?2. For the traveling women?3. For kids? backpackers?
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Social media, at its heart is about people5.5
Build the community first, add true value and set the right expectations
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Great ideas.Now what?
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How to get started?
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!"#$%&'
(&)*)%'+&&,-&.%'
3 steps to get started with social media in the next 3 weeks
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What if your employees are already overworked?
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One person/team, supported by Subject Matter Experts
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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
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The key is to have a quantifiable measure of success beforehand
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In Conclusion...
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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
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“...and you don’t want to be the one looking like an ostrich with its head in the sand...”
Azran Osman-Rani, CEO, AirAsia XAt Aviation Outlook Summit Asia Pac, 5 Aug 2009