In this presentation, I share examples of how travelers are openly sharing their travel information online, and how airlines can use this for their advantage - for driving revenue and loyalty. One very good example of this is Lufthansa's MySkyStatus.com, where you can update your real-time position while traveling, on Facebook and Twitter. I'd love to have your feedback on the presentation!

1. Airlines 2.0
Customer Insights + Real 3me events on Social Media = $$$
Shashank Nigam
CEO
Commercial Strategy Symposium 2009
Athens, Greece

2. Aviation :: Branding ::Technology
Practitioners first
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

3. Agenda for this morning
1. Revenue Mgmt for Dummies
2. Airline Customer Lifecycle? Sounds French!
3. What customer insights are available on SM?
4. Leveraging real‐time events ‐ 3 ideas
5. Putting it all together ‐ Let’s go to Dubai!
6. Q&A

4. 1 RM for Dummies

6. Driving Revenue
Get people to fly more
F often: Frequency!
Get more people to fly:
R Reach!
Make more $ per
Y customer: Yield!
Get them to decide to fly
D sooner: Decision!

7. 2 Customer Lifecycle?

8. What’s your relationship with
your customer?
Advocate/Fan
Frequent Llyer
Flown once
Aware of you, but never Llown you before
Nothing

9. 3 Customer Insights

10. Infusing online reviews in the booking path
Forrester research confirms that adding customer
comments during booking boosts conversion
Integrate reviews from:
1. Skytrax
2. Eezeer.com
3. Tripadvisor.com
4. Expedia and others...
Decision

11. Travel plans are now ofLicially public

12. How can the airline use these insights?
1. User updates travel status (Twitter/FB)
2. Status integrated in social media apps
3. Past status offers customer insights
4. Huge opportunity for:
1. Building apps with targeted offers
2. Location-based recommendations
3. Viral-status apps
Reach
Decision

13. Reversing the tables
Yield 1. Drive out price elasticity
2. Increase conversion
Decision

14. When the airline becomes the platform
Build the community first, add true value and
set the right expectations
Frequency
Reach

15. 4 Leveraging “real‐time”

16. Real‐Time: Dealing with delays
1. People updating status
from lounge
2. Gate-agent doesn’t know
3. What if Gate Agent had
Co-tweet?

17. Real‐Time: Dealing with bag loss
1. The airline knows about
bag-loss before pax
2. Why not SMS him and tell
him to go home?
3. Let him track bag by
mobile

18. Real‐Time customer service‐ It’s free!

19. 5 Social Media @ 35,000 ft

20. 3 MYTHS
about social media, debunked

21. Social media is free...
... free like a puppy

22. If I build it...
... they will come

23. Social media is like a BBQ cookout...
... not a flea market

24. So how to do it right?

25. The spinning tower of Dubai...

26. It works because of a strong core
Social media strategy needs a core too...

27. How about an HoD of Telephones?
Social media is an enabler, not a channel...

28. How to get started?

29. 3 steps to get started with social media in
the next 3 weeks
!"#$%&'
+&&,-&.%' (&)*)%'

30. What if your employees are already overworked?

31. One person/team, supported by Subject Matter Experts

32. The key is to have a quantifiable measure of success beforehand

33. Connecting $$ + Lifecycle
Advocate/Fan [Y/R]
Frequent Llyer [Y]
Flown once [F]
Aware of you, but not Llown you before [D]
Nothing [R]

34. “... you don’t want to be the one looking like an
ostrich with its head in the sand...”
Azran Osman-Rani, CEO, AirAsia X
At Aviation Outlook Summit Asia Pac, 5 Aug 2009

35. Questions www.simpliflying.com
shashank@simpliflying.com