Reaching travellers with Social Media

Transcription

1 Reaching travellers with Social Media Eyefortravel TDS Conference Singapore, May 10 th 2012 Jurik Auer Online Sales, Marketing and Mobile Services Asia & Pacific

2 Has marketing changed completely in the digital world

3 Know your brand core. As global brand Lufthansa is associated with tradition, values and growth Give orientation: Our brand values define our daily doing

4 Know your consumers. Understanding their needs their insights to whom they listen how they communicate how they interact their buying decisions what makes them loyal That s priceless.

5 What has changed in the digital world is the consumer behaviour and the interaction with the brand. Experience Empowerment Expectation Cust. behavior: Communication: Products: Consuming Standardized Reach-focused Monologue Sequential Automated / Push Standardized Participative Demanding Individual Customer-focused Dialogue Precision Marketing On-Demand / Pull Flexible Personalized Dependent = Maximum Transparency Interactive

6 A brand is no longer what we tell the consumers it is what the consumers tell each other it is! Scott D. Cock, founder Procter & Gamble Digital development leads to the ultimate transparency therefore authenticity and a holistic understanding beyond marketing - becomes a key role

7 How can we connect (to) the communities of the digital elite On the run!

8 1 The transmission of our heritage and brand values plays a key role Being authentic

9 2 We have to be where our customers are but focused

10 Facebook is the place, where our consumers meet and communicate globally every day. Top 10 airline FB pages Top 10 travel FB pages Source: socialbakers.com

11 3 Lufthansa creates unique digital innovations with clear customer benefits reflecting the brand values Over 450,000 total visitors since the launch Over 430,000 unique visits since launch

12 4 Air travel is a commodity nowadays therefore Lufthansa is creating key social services & features along the travel chain Check who is on the same flight Check who is at the airport & meet spontaneously Connect to others with similar travel interests or from same community Location-based shopping offers, promos & vouchers Share a taxi Get restaurant tips Get hotel tips MemberScout Get transportation & parking tips

13 5 A strong brand is a trustful brand which is not only reliable during regular travel but also when it counts in crisis situations Integration of Social Media in crisis team Realtime status updates of situation Taking pressure away from call centers Knowing customer s questions & needs Taking care of customers by all means

14 6 Customer loyalty is not (only any more) about points & bonuses, it s about customer involvement! 2.0

15 7 With Digital Marketing and innovations Lufthansa builds the foundations for successful e-commerce of the future Online My Statistics Mobile efly Services Social Renren, Weibo China Tripfinder Mobile Apps Facebook lufthansa.com MemberScout Twitter

16 Lufthansa China: A Social Media case study As upper middle class grows in to wealthy class : many luxury brands are changing the focus into building volumes and focus on the rise of the new spending class The market is evolving towards the more experience seeking need states: Connoisseurship and Self-reward growing It s a new generation who want to enjoy life, and is eager to travel all over the world to have different, new and fresh experiences. Position Lufthansa as a premium brand to an affluent younger and digital audience that is inspiring to European lifestyle and looking to set themselves apart from the masses

17 Lufthansa Jetsetter: A Travel Lifestyle Concept for the new digital elite in China Being called a Jetsetter is a compliment to students, young professionals and business travellers alike. The Lufthansa Jetsetter Group on Renren and Weibo offers: Aspiration - unique insight into a lifestyle they want to have Interesting and attractive content from Dream Maker experiences. Practical information to live a jetsetter lifestyle Entertainment & engagement

18 Bringing the best of Europe - from chinese bloggers written for chinese audience 2012 Modifications: It s not just the destination, Lufthansa can make it happen

19 Lufthansa Jetsetter experience, inspiration & engagement RenRen Facebook of China Sina Weibo Twitter of China Youku YouTube of China Launch: Feb KPI: 100,000 fans Current: 61,868 fans (61.9%) UV: 877,642 Page View: 3,990,379 Re-posted: 3,878 Launch: Apr KPI: 150,000 fans Current Fans: 73,979 Posted: 1,150 Re-posted: 151,432 Launch: Apr 2011 Video Views: - total: 323,039 (198,581 on Youku,124,458 on LH) Video: 167

20 Summary: The interaction of our brand in the digital world Be authentic as brand Be where your customers are Create digital customer benefits Stick to your core competences Travel made social Socialize with your customers Relevance & (geo-)context is king Build sustainable relationships Loyalty is about cust. engagement It s all about brand relationship Key: Integrated Marketing Approach

21 Thank you you!