Over the last 5 years the world has been transformed by a revolution in social interaction. The convergence of mobile and internet technologies have enabled ubiquitous access to new means of communication. This combination has enabled mass interaction on an unprecedented scale. Skype, Facebook, Google+, You Tube, Twitter, LinkedIn, Instagram, Pinterest, Qzone and many others are enabling billions of people to connect, discover and share. What has this meant for the airline industry? As a highly social service many airlines have defined and executed their social media strategies but most admit that they are still learning and finding their way. This presentation provides an overview of how airlines are using social media marketing to build relationships, drive repeat business and attract new customers in what truly is an engagement revolution. This business transformation is set in the context of the wider revolution in travel marketing which we call “the fusion of science, art, technology and relationship building”. Links to case studies from Cathay Pacific, Air New Zealand and KLM are provided.

1. June2013
Duncan Alexander
The Travel Marketing Store
Social Marketing:
an Engagement
Revolution for
Airlines

2. Social networking is having a significant impact on society. It
is giving individuals and tribes a voice and companies and
governments new ways to engage.

3. Marketing
today is the
fusion of
science, art,
technology
and
relationship
building.

4. Technology
has
reshaped
the
available
tools and
techniques
for the
marketer

5. Social Media: the technology that connects people
Social networks: the places where people connect, discover
and share: Facebook, Twitter, LinkedIn, Pinterest, You Tube
Social media marketing: the way to use social technology
and networks to build relationships, drive repeat business and
attract new customers

10. Convergence of technologies,
explosion of networks

11. Mobile technology and
computing have
converged with social
media networks to
create a revolution in
human interaction

12. 1.5BN Smartphone Users

17. China’s social
media landscape
is dominated by
Tencent.

29. Airlines’ application of
Social Marketing

30. Reputation Monitoring
Customer Service
Market Research & Business Analytics
Relationship Building & Loyalty Programmes
Crisis Handling
Brand Building & Public Relations
Location Based Services
Driving commercial results, Sales Promotions & e-commerce
Airlines use of Social Media

31. Passengers will continue to be interested in social
media
but deployment will priorities differ
| 2012 Passenger Self-Service Survey |
© SITA

32. Like all forms of marketing Social Media Marketing is
a continual process of definition, execution and
refinement

33. Facebook “Around the World in 80 days”

34. Air New Zealand Hobbit Safety video over 10.5M views

35. KLM Tile & Inspire 800K views

40. Klout utilizes Twitter, Facebook, Google+,
LinkedIn, Foursquare, Wikipedia, and Instagram
data to create Klout user profiles that are assigned
a unique "Klout Score."
Klout scores range from 1 to 100, with higher
scores corresponding to a higher ranking of the
breadth and strength of one's online social
influence.
While all Twitter users are assigned a score, users
who register at Klout can link multiple social
networks, of which network data is then aggregated
to influence the user's Klout Score

43. The Future?

44. A “clip on” satellite connection for
iPhones for global connectivity

45. Have we only just started?
Wearable
technologies are
moving from
prototypes to
production.

46. Embracing the complete
visitor economy?

47. Dubai's Expo 2020 bid is an example of the
understanding of the Visitor Economy. A
multi-media multi-social marketing campaign
has been executed in order to engage citizens
and the voting panel.

48. duncan@thetravelmarketingstore.com
https://twitter.com/TTMSGlobal
www.thetravelmarketingstore.com

49. June2013.
Duncan Alexander
The Travel Marketing Store
Social Marketing:
an Engagement
Revolution for
Airlines