1. DIGITAL COMMUNICATION, BRAND AWARENESS & SOCIAL MEDIA Iberia and Social networks Session 8 JUAN BAUTISTA GARCÍA ALCÁZAR Master in Digital Marketing Anne-Camille Bianchi-Mirasole

4. Social networks : the trends As we can notice in the graph in UK as well in Spain, the social networking site users is very important since it represents 70,7% and 78,4% of the population older than 15 years old.

5. Social networks : the trends In Spain, the 5 top social networks are: Facebook, Tuenti, Hi5, Twitter and MySpace In UK, the 5 top social networks are: Facebook, Bebo, Windows Live, MySpace and Twitter.

6. The competition and the social networks We can distinguish several Iberia’s competitors groups: the world largest airline by revenue, the Spanish regular flights companies and the low cost companies. The low-costs companies (EasyJet, Vueling and Ryanair) and the Spanish regular flights companies (Air Europa and Spanair) have a minimalist social networks strategy since they are only present on Facebook and Twitter. As for Air France-KLM, it proposes a blog called “Bluenity” The blog is a platform to meet other travelers, organize itineraries together, share fees or just share information, travel tips, … There is also a photo competition organized to win Air France-KLM plane tickets The website is available in english and french.

7. BA already existing blog British Airways has a blog called MetroTwin related to tourism in New York and London, which are the two main destinations of the airline company. The website is a tripadvisor in which the members can share informations together related to the two cities.

8. The proposal As Iberia is now ranked in the world largest airline company and has merged, its social networks strategy has to adapted to these factors. For that reason, instead of limiting to a presence in Twitter and Facebook, Iberia should create a blog related to travelling topics within the destinations it flights to. The blog should be made in partnership with BA’s blog (linking the pages together) and respect the same line as well as follow the Air France-KLM example: platform to meet others travelers, organize itineraries together, share information, travel tips, drawing of lots, … The blog will insure the branding strategy aspect.

9. The proposal: which social networks? As we have seen in the first part, in UK and Spain, there are different top social networks. Facebook and Twitter are widely used in both countries. MySpace and Bebo, even if they figure in the top, there are declining social networks, so it is not convenient to use them. So, we can distinguish 4 social networks to use: Facebook, Twitter, Tuenti and Hi5. I would also suggest to include Youtube in the strategy as online video viewers are increasing since 2007 and is expected to be higher in the next 3 years. Besides, as we can notice in the graph, in UK, 87% of internet users spend significant time each month viewing online video.

11. For the launching of a new product/service

12. To collect informations regarding clients and prospects’ expectations

13. To collect potential ideas for new products/services and organize votes of these suggestions.

14. Engage clients/prospectsEx: Dell, IdeaStrom Contacts: as they permit an unlimited amount of followers (except Twitter), we can select prospects, best clients or opinion makers and send them an invitation to join Iberia page. Posts frequency: Regularly as least, once a day.

16. Put Iberia’s logo as profile picture.

17. Unsatisfied persons use to speak to 6 while a satisfied one use to speak to only 3 persons. For that reason, it is very important to be careful of what clients and prospects think about Iberia to anticipate issues and limit their consequences.

18. twitterel.com/keywords : permits to find persons use one or several keywords and follow them.

22. Number of active members

23. Number of positive and negative feedback

24. Number of comments/referrals

25. Traffic /sales evolution

26. Passengers’ loyalty to the brand