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!