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AIRLINES INDUSTRY IN INDIA
HOW AIRLINES CAN LEVERAGE SOCIAL
MEDIA TO GROW ITS BUSINESS
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AGENDA
InRev Systems 2011
B
INDUSTRY OVERVIEW1.
1
B
SOCIAL MEDIA INDEX1.
2
B
RESEARCH FINDINGS1.
3
B
SIMPLIFY3601.
4
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INDUSTRY OVERVIEW (1/3)
3.44.9
6.6 6.4 7
45.1
34
-3.5
9
-10
0
10
20
30
40
50
0
1
2
3
4
5
6
7
8
2005 2006 2007 2008 2009
$ Billion
% Growth
InRev Systems 2011
The Indian airlines industry grew by9% in 2009 to reach a value of$7
billion and by 35.5% in 2009 to
reach a volume of73.8 million
passengers
3547.6
58.2 54.5 73.8
36.2
22.2
-6.4
35.5
-10
0
10
20
30
40
0
10
20
30
40
50
60
70
80
2005 2006 2007 2008 2009
Mn Passengers
% Growth
Source: Data Monitor
75%
25%
Domestic
International
The domestic segment is the largest
segment of the airlines industry in
India, accounting for 75% of the
industry's total volume
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INDUSTRY OVERVIEW (2/3)
InRev Systems 2011 Source: Data Monitor
LEADING COMPANIES
With its first flight in 1993, Jet Airways
now connects 24 international
destinations and operating flights to and
from 51 destinations in India
Awarded 5-STAR AIRLINE' by Skytrax
for the 3rd consecutive year, the
airline has 66 fleets operating in India
and the globe
The company recorded revenues of
$2,413 million in the fiscal year ending
March 2009, a decrease of 21.7%
compared to fiscal 2008. Its net loss was$54 million in fiscal 2009, compared to a
net income of $118 million in the
preceding year
The company recorded revenues of
approximately $1069.8 million in the
fiscal year ended March 2010. Its net
loss was $347.7 million in fiscal 2010
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INDUSTRY OVERVIEW (3/3)
0
1
2
3
4
5Industry Rivalry
Threat of New
Entrants
Supplier PowerBuyer Power
Threat of
Substitute
Industry
Rivalry
Rivalry is increased by the presence
of low-cost carriers in the market.
Price war occurs. Switching costs
for buyers are low. Overall
attractiveness: LOW
Threat of
New
Entrants
Strong entry barriers like lack of
easy access to capital and
infrastructure bottleneck keeps
down the level of new entrant.
Regulation forms an additionalbarrier. Overall attractiveness: HIGH
Supplier
Power
There are very few aircraft
suppliers and quality of planes
is highly important increasing their
bargaining power. The number of aviation fuel supplier is also few. Overall attractiveness: LOW
Buyer
Power
Indias huge market size, its booming economy, rising disposable income, huge & fast
growing middle class with demand outpacing supply, the pricing power is returning to the
sector. However price sensitivity is high and switching cost is negligible strengthening buyers
power. Overall attractiveness: MEDIUM
Threat of
Substitute
There are large no of substitutes available such as roads, railways, etc. However, the comfort
and time saving especially for business travellers makes it very attractive over its counterparts.
Overall attractiveness : MODERATE
Overall, the attractiveness of the industry is MEDIUM
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SOCIAL MEDIA INDEX (1/6)
LinkedIn has over 100 MILLION users and adds about 1 MILLION
new users to its service every week. The median age of LinkedInusers is 41, and the average user has 60 connections. 20 percent of
its members are in the service industry
Twitter has more than 145 MILLION users and adds about 6
MILLION new users a month. On average 140 million tweets are
sent a day. More than 460,000 new account have been added every
day . The median age of a Twitter user is 35 years old and theaverage user has 70 followers
Facebook currently has over 500 MILLION active users around the
globe and 50% of these active users log on to Facebook in any
given day. Facebook's median age is 31 and its average user has 130
friends and is connected to 80 community pages, groups or eventswhile average user creates 90 pieces of content each month
YouTube has 2 BILLION views per day, and 24 hours of video is
uploaded every minute. YouTube achieved for the first time the
milestone of 100 videos watched per user last year
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SOCIAL MEDIA INDEX (2/6)
InRev Systems 2011
JET AIRWAYS Facebook PageJET AIRWAYS engaging with customers in Facebook
Jet Airways adopt different social
media channels as a means of
engaging with customers
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SOCIAL MEDIA INDEX (3/6)
InRev Systems 2011
Jet Airways in Flickr a
very good approach of
portraying to the world
what Jet Airways is all
about
Jet Airways use Twitter
as an agent for both
engaging wit customersand giving
announcement
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SOCIAL MEDIA INDEX (4/6)
InRev Systems 2011
Banks No of Channels Social Grades
SOUTHWEST AIRLINES 5 4.43
AMERICAN AIRLINES 5 3.7
BRITISH AIRWAYS 4 3.42
LUFTHANSA 4 3.24
CATHAY PACIFIC 5 3.14JET AIRWAYS 6 2.87
SPICE JET 5 2.62
KINGFISHER AIRLINES 5 2.59
KOREAN AIR 4 2.45
AIR INDIA 4 1.46
INDIGO 3 0.95
SINGAPORE AIRLINES 3 0.75
GO AIR 2 0.66
Indian Airlines
Foreign Airlines
SOCIAL MEDIA
GRADES is calculatedbased on the
interactivity level of the
Airlines in
Facebook, Twitter, Link
edIn, YouTube and
Blogs. It shows how
active the Airlines arein the social media
space
No of Channels
represents the number
of social networking
sites an Airline is
present in
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SOCIAL MEDIA INDEX (5/6)
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0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
0 1 2 3 4 5 6
Interacti
vity
Level
No of Channels
Social Engagement Graph: Interaction Plot of Airlines in the Social Media Space
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SOCIAL MEDIA INDEX (6/6)
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0
0.5
1
1.5
2
2.5
3
3.5
4
0 1 2 3 4 5 6
Interacti
vity
Level
No of Channels
Social Engagement Graph: Interaction Plot of Indian-origin Airlines in the Social Media Space
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RESEARCH FINDINGS
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Jet Airways is talked
more about in theSocial Networking
Sites. There has been
an average of 4000
conversations about
Jet Airways within a
time span of 2 weeksalone
Number of conversations across web
BRAND AWARENESS
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RESEARCH FINDINGS
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Airlines POSITIVE SENTIMENT % NEGATIVE SENTIMENT %
KINGFISHER AIRLINES 67.37% 5.04%JET AIRWAYS 55.71% 13.31%
SENTIMENTS across web for different Airlines
BRAND HEALTH
Even though Jet Airways is more popular in the social
media space, its negative sentiment as a percentage of
total talk is much higher than that of Kingfisher Airlines
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RESEARCH FINDINGS
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Demographic Age Groups
DEMOGRAPHIC
Twitter demographics shows that both Kingfisher Airlines and Jet Airways has the
same age group of people patronizing them. It is essential for them to differentiate
their service as much as possible for customer retention and attraction
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RESEARCH FINDINGS
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Demographic Location
DEMOGRAPHIC
Both Kingfisher Airlines and JetAirways are more or less
represented in the same manner
in India
However, Kingfisher Airlines is
talked about more in theinternational level and so Jet
Airways need to increase its
international brand image
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RESEARCH FINDINGS
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UNDERSTAND Industry Trend - TRACK specific keywords to see what is happening in the industry
Southwest Airlines has got many negative comment about
its flight being delayed. It should ACT accordingly
11.6% and 10.2% of air travellers who tweet about flight-
delay also use iPhone and Blackberry respectively
11.60%
10.20%
78.20%
iPhone
BlackBerry
Others
Tracking the keyword Flight Delay
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SIMPLIFY360
InRev Systems 2011
The Research is done usingSocial Media Monitoring
Product, Simplify360
Brand Monitoring & Sentiment Analysis
Social Analytics Dashboard
Schedule Messages and RSS Feed
Personalized URL Tracking
Download Data and Reports
Creating Polls and Sharing
Email Campaigns
Team Collaboration and Work Assignment
Email and Notification
ALL THESE AND MORE IN
SIMPLIFY360
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SIMPLIFY360
InRev Systems 2011
Simplify360 is a web based social media
engagement and analytics platform thatoffers a ONE STOP SOLUTION to the social
media needs of a business and lets you
engage with your customers and interpret
your social presence
Simplify360 provides an easy to use platform for
tracking and listening to what people are talkingabout your brand in social communities.
With Simplify360 you can not only LISTEN to what your
customers are talking about your brand but also ENGAGE
with them!
Simplify360 lets you ANALYSE the social media
presence of your brand by giving you actionable
insights
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SIMPLIFY360
InRev Systems 2011
People Talk a Lot About Companies.
But tracking conversations happening online is easier said than done.With SIMPLIFY360, you can track what customers are talking about
your airlines good or bad feedback or even suggestion
Engage with such customer proactively
with the help of SIMPLIFy360 engagement
console tool
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InRev Systems 2011
For Details, Visit -
http://simplify360.com/
http://simplify360.com/blog/
http://www.facebook.com/simplify360
@simplify360
Or Send a Mail to -
Start Using Simplify360 Today
VP - Sales,
InRev Systems
http://simplify360.com/http://simplify360.com/blog/http://www.facebook.com/simplify360mailto:[email protected]:[email protected]:[email protected]:[email protected]://www.facebook.com/simplify360http://www.facebook.com/simplify360http://simplify360.com/blog/http://simplify360.com/blog/http://simplify360.com/http://simplify360.com/