Social Media, Ka-ching! Capitalizing on the New Frontier to sell more travel
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Transcript of Social Media, Ka-ching! Capitalizing on the New Frontier to sell more travel
We make friends travel. Easily
Social Media, Ka-ching! Capitalizing on this New Frontier to Sell More Travel
Mohd Hisham SalehHead of Social Media & Innovations, Malaysia Airlines
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Social Media has changed the way we travel
Before
Now
January
2011
2010
Born
1st Net2nd Net3rd Net
Dory
Nemo
Deb/Flo
3xLikelihood of internet users withpost graduate degree are visitingLinkedIn – male especially.
62%Share of page views by femalevisitors on Facebook – likelyAsians
AFRICANAMERICANS
Demographic more representedon Twitter than any of the 9 othersocial networks
*Source: Nielsen except ^
^80%
Customers with loyalty membershipuse MHbuddy – Malaysia AirlinesFacebook booking
Now
January
2011
2010
Born
• It has become personalcustomer sharing of personal preferences
• It works in real timeinformation is transparent & can spread easily
• It’s in their hands37% consumers use social media on mobile phone
• Limitless outreachmillions are on at least one social media channel
It’s all about Customer Experience Now
January
2011
2010
Born
When to cash in on the travel experience?
Before You Travel
While YouTravel
After You Return Home
Now
January
2011
2010
Born
Now
January
2011
2010
Born
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DY3 hours ago near Kuala Lumpur
Yeah! Ok @BUD, will join you. Lets sit next to each other.
1
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BUD4 hours ago near Kuala Lumpur
@DY, I booked a flight to Penang! U want to join me?
4
We had this simple idea for MHbuddy
Book, check-in & share directlyfrom Facebook
Now
January
2011
2010
Born
Now
January
2011
2010
Born
• We determine our solid end goals – to enable our fans to plan, book and check in for their flights
• We set simple expectations – they may get together, hook up and share their travel plans
• We master one thing at a time – we enhance our mobile booking engine by adding social capability
• We make it as part of our routine – constantly adding loyalty campaign to sustain the interest
• We make our efforts continuous – plan a continuous campaign to the traffic to the apps
How do we make this work?
Appeal to customer’s desires to influence travel
Appeal to customer’s desires to influence travel
Opening to a wide reach of your loyal audience & reward them!
Teaser posted to enticefans at 9am b4 work starts
Appe-teaser
All promo fares published at12.30pm & available for booking
Lunch Box Mon Tue Wed Thu Fri SunSat
Normal Sales
Volu
me Lunch Hour
Opening to a wide reach of your loyal audience & reward them!
Constantly measure your brandsocial sentiment
Now
January
2011
2010
Born
• Own your end goals, be ready to
improvise from time to time
• Be brave to try new things. There’s ROI
but it requires focused effort
• Know your market potential, don’t be a
Jack of All Trades and Master of None
Lessons & Tips
We make friends travel. Easily
Thank You!