Christiane Schmit Head of Marketing, BD & Comms 13 July 2016

Transcription

1 Christiane Schmit Head of Marketing, BD & Comms 13 July 2016 Allen & Overy 2016

2 Allen & Overy

3 Objectives Attract talent Convey an attractive image of our firm Content Diffusing job offers Promoting local events such as seminars or other client events Giving an overview about life at Allen & Overy Promoting our presence at students events Allen & Overy

4 Content management Allen & Overy

5 Statistics 373 likes 603 daily views 1.50% 1.00% 7% 10% 46% 31% ans ans ans ans ans 65 et plus 1% 2% 3% 3% 3% 10% 33% 1% 1% 43% France Luxembourg Belgique Allemagne Suisse Royaume-Uni Pologne Etats-unis Russie Autriche How old are our viewers? Where our publications are viewed? Allen & Overy

6 Next steps: Let s be innovative Allen & Overy

7 Questions? These are presentation slides only. The information within these slides does not constitute definitive advice and should not be used as the basis for giving definitive advice without checking the primary sources. Allen & Overy means Allen & Overy LLP and/or its affiliated undertakings. The term partner is used to refer to a member of Allen & Overy LLP or an employee or consultant with equivalent standing and qualifications or an individual with equivalent status in one of Allen & Overy LLP s affiliated undertakings. Allen & Overy

8 AMCHAM LUXEMBOURG lunchtime workshop: How to sell and tell your story on facebook July 13, 2016 Daniel Eischen, CEO Interact Dirk Ebbighausen, AVP Online Sales & Digital Transformation LuxairGroup

9 Facebook for possible job candidates Wednesday, 13 July 2016 Slideshow Title 9

10 Facebook for possible job candidates Wednesday, 13 July 2016 Slideshow Title 10

11 Facebook for possible job candidates Wednesday, 13 July 2016 Slideshow Title 11

12 Facebook for possible job candidates Wednesday, 13 July 2016 Slideshow Title 12

13 Facebook for possible job candidates Wednesday, 13 July 2016 Slideshow Title 13

14 Facebook for customers For Luxair, facebook is mainly a consumer platform Wednesday, 13 July 2016 Slideshow Title 14

15 Why Social Media? Social media forms a core part of how travel companies build and sustain brand images and customer relationships Henry Harteveldt (Atmosphere Research Group) Social media means: Information (target-oriented) Customer Centricity Direct touch individual interaction Interest in customer s experiences & comprehension of needs Building long-term relationship with customers Brand awareness & breaking distances between customer and abstract company Opportunity to build authentic brand awareness: Caring and quality Tour Operator/ Airline Strengthen our customer loyalty Win new customers Increase traffic on website Increase web sales Passionate - Caring - Responsible 15

16 Usage of Social Media in the greater region Luxemburg Germany France Belgium Facebook - 50,3 % of residents (+/ ) Twitter - 8 % of residents (+/ ) Instagram - 3 % of residents (+/ ) > 90 % on mobile device All Internet user (2014): 45 % book vacation trips online LuxairTours: > lux.= 53% (5,5 % of total market share) Luxair: > lux.=48% (10 % of total market share) Facebook - 33% of residents +/- 27 mio Twitter - 14,8% of residents +/- 12 mio Instagram - 11% of residents +/- 9 mio % on mobile device All Internet users (2014): 60 % book vacation trips online Facebook - 45% of residents +/- 30 mio Twitter - 9% 6 mio Instagram - 8% +/- 5,5 mio Facebook - 51,1% of residents +/- 5,8 mio Twitter - 8,8% 1 mio Instagram - 21,2% +/- 2,4 mio 67% of all Internet users use Social Media Quellen: statec, wearesocial.com, statista.com, 16

17 Facebook is important but we also focus on other social channels Facebook = multifunctional & for everyone Twitter = Messaging tool for information, status updates Instagram = highly emotional and inspiring Wednesday, 13 July

18 Some examples of who we benchmark against Likes on FB / 364K follower on TW Focus on families / children / couples! offers, games, community Easy Jet ambassador (until May 2016 planned for LGIT) / Flight tracker / inspire me Suggestion box (planned for LG/LGIT) Likes on FB / follower on TW Travel Tips, offers, history, on-board services Customer Service guide (planned for LGIT) Likes on FB / 30K follower on TW Information (airport, fleet destination), offers Flight info impacts, cancellation Customer Service Likes on FB / 229K follower on TW Travel tips Blog! Flight info impacts, cancellation Information, News (routes, improvements), games (Announcement of LUX-OPO / LUX-STN: 159 likes / 30 shares) Focus on great deals with Ryanairs Low fares 18

19 Social media for customer service and crisis communication Passionate - Caring - Responsible 19

20 For today s session: focus on facebook / content for facebook Content has to be interesting and authentic Luxair has a lot of exciting travel content in-house already Definition of key content blocks & themes LuxairToursInsider Blog Destination / Hotel of the week Partner/Guides/Sales/PMs recommendations Customer recommendations (editorial review) #ingoodcompany Customers share their best moments with community Customer stories Image gallery (Instagram?!) Link to Blog Family Corner Family products Characteristics Services Quality Offers LUXiClub Travel themes Party Sports (Golf, Cycling) Diving Wellness Culture (target group oriented) LuxairCityPulse / Luxair Travelblog 1 destination over 2 weeks (in coord. with Yield) 6-7 posts with information per theme (culture/shopping ) Customer feedback #ingoodcompany Customers share their best moments with community Customer stories Image gallery (Instagram?!) Link to Blog eservices Info News Advantages Solutions Manage my booking myluxair Seat reservation Did you know? / Insights Facts & Figures Aircraft information Maintenance checkinsights Security info News Capacity 14

21 Brand.Perception

22 Brand.Perception

23 Brand.Perception

24 Brand.Inspiration

25 Brand.Inspiration

26 Brand.Inspiration.new.formats

27 Brand.Inspiration.new.formats

28 Brand.Inspiration.new.formats

29 UserGenerated.Content

30 UserGenerated.Content

31 UserGenerated.Content

32 FacebookApps.Games

33 FacebookApps.Games

34 FacebookApps.Tabs

35 CrossMedia.Campaigns

36 CrossMedia.Campaigns

37 Social As-is situation Facebook Facebook LuxairTours: Likes Fans Luxair Airline: Likes Fans +12,4% +13,2% +130% +140% Top themes: Destination & hotel tips Fleet information Sales promotion Games & most important: UGC/ non-brochure content (images, feedback, #LuxairShareMe) Community related content (#LuxairChronicles) Increase of number of posts (LG: +20% / LGIT: + 120%) Increase of sponsored posts (stimulate market & guarantee wider reach (paid) Virtual Playground : Lots of different themes & subjects Social Media content has to be interesting and authentic 37

38 Facebook has evolved from a presence platform to a data platform As facebook is learning how to earn money, it is getting easier, but also more costly, to reach your target audience Passionate - Caring - Responsible 38

39 SWITCH TO INDEPENDANT PPT BUSINESS MANAGER Wednesday, 13 July 2016 Slideshow Title 39

40 Questions? Wednesday, 13 July 2016 Slideshow Title 40