This is an introduction to web 2.0 and an explanation on how can social media work for an airline company like Iberia. You can find it animated at http://www.youtube.com/watch?v=fi1G-bF4_Ek

1. Can Social Media workfor Iberia? Elena Ibáñez MDMK2010 December’09

2. What was the Internet for us up to 2.004…? The web 1.0! Elena Ibáñez MDMK2010 December’09

3. But what was that “thing” called Web 1.0? 2.000 The brand talked to me but I couldn’t talk to the brand Elena Ibáñez MDMK2010 December’09

4. Something like this... Elena Ibáñez MDMK2010 December’09

5. How is the Internet now? What is Web 2.0? 2.010 We both talk to each other Elena Ibáñez MDMK2010 December’09

6. Something like this... Elena Ibáñez MDMK2010 December’09

7. So what are the differences? Web 1.0 Web 2.0

8. Web 2.0 is about CONVERSATIONS Discussing Sharing Microblogging Publishing Livestreaming Livecasting Social networking Virtualworlding Socialgaming

9. What has 2.0 brought to business? Loyalty! Effectiveness! Engagement! Accessibility!

10. But why 2.0 is good for our specific travel business? 1 New Marketing ChannelPushing content quickly and cheaply to a primed audience Benefit 2 Two-Way Communication Fostering two-way conversations with social media to create ongoing relationships with our customers Benefit 3 “Viralability”Encouraging our brand advocates to spread our message across their network Benefit 4 Improve Search Engine Optimization Creating a larger online presence and generating links for higher natural search rankings Benefit 5 Improve ResultsCombining new and current metrics to see how social media is affecting our bottom line Benefit

11. And more concrete, what can 2.0 do for our flying business? FREQUENCY Get people to fly more often REACH Get more people to fly YIELD Make more money per customer DECISION Get them to decide to fly sooner Elena Ibáñez MDMK2010 December’09

12. Examples FREQUENCY Get people to fly more often Dealing with delays Having a real time conversations with clients Elena Ibáñez MDMK2010 December’09

13. Examples Dealing with bag loss Be informed about bag-loss before pax 2. Send him a SMS him and tell him to go home 3. Let him track bag by mobile FREQUENCY Get people to fly more often Elena Ibáñez MDMK2010 December’09

14. Examples Making a real time customer service It’s cheaper It’s more effective Foster loyalty FREQUENCY Get people to fly more often Elena Ibáñez MDMK2010 December’09

15. Examples FREQUENCY Get people to fly more often The airline becoming the platform Build the community 2. Add true value 3. Set the right expectations REACH Get more people to fly Elena Ibáñez MDMK2010 December’09

16. Examples Taking advantage of the public flight status User updates travel status (Twitter/FB) 2. Status integrated in social media apps 3. Past status offers customer insights 4. Huge opportunity for: - Building apps with targeted offers - Location-based recommendations - Viral-status apps REACH Get more people to fly DECISION Get them to decide to fly sooner Elena Ibáñez MDMK2010 December’09

17. Examples Reversing the tables Drive out price elasticity 2. Increase conversion YIELD Make more money per customer DECISION Get them to decide to fly sooner Elena Ibáñez MDMK2010 December’09

18. Examples Infusing online reviews in the booking path Forrester research confirms that adding customer comments during booking boosts conversion, so it is good to integrate reviews from: 1.Skytrax 2.Eezeer.com 3.Tripadvisor.com 4.Expedia and others... DECISION Get them to decide to fly sooner Elena Ibáñez MDMK2010 December’09

19. Sources: http://etc.territoriocreativo.es/etc/2009/11/social-media-marketing-territorio-creativo.html http://www.intersectionconsulting.com/blog/ http://www.telepieza.com/wordpress/2008/01/23/diferencias-entre-web-10-y-web-20/ http://www.archive.org/web/web.php http://www.hotelsmag.com/article/CA6707523.html http://www.slideshare.net/shanxz/driving-revenue-for-airlines-through-customer-insights-from-social-media http://www.iberia.com Elena Ibáñez MDMK2010 December’09

20. There’s a lot web 2.0 can do for Iberia!!!! Thank you :o) Elena Ibáñez MDMK2010 December’09