1. The Impact OfSocial Media On Travel Airlines Confronted To Reality

2. The Impact OfSocial Media On Travel Airlines Confronted To Reality

3. Airlines confronted to social media as any other industry. After 10 years of hard work to automate systems (Online bookings, call center policies, Online servicing policies, Online check-in policies, …) The interaction between the company and the passenger virtualized. Less staff to handle customers In many cases, the first facial/voice interaction happened at the gate or in the plane!

4. Social mediashuffled the cards.

5. The decision making

7. Easyjet

8. Wizzair

9. Vueling

11. Affiliate vendors

12. Price comparison &

13. fare casting tools

14. Airline sites

17. Social networks, the Samaritan of travellers 30% of travellers who use social networks, among which Facebook, solicit trip-planning advice from their networks. This figure is higher than influence of TV or even friends and family. Facebook conversion rates are 6% in average higher than other referrals Source: PhoCusWright, April 2010

18. What are the consequences for the travel industry? The industry realized it had no other choice than dipping its toes into social networks Objective:Gain a positive e-reputationand stay top of mind

19. The New Gold rush To social media: newly-created Facebook fan pages promotional and anecdotal shareable information

20. Activities, tools and events to entertain and create a positive relationship with the brand AllYouCanJet Popular "all you can jet" Jetblue passes for sale 10,000th fan Snowball effect: Pass customers sharing their Jetblue travel experience

21. Brussels Airlines Brussels Airlines event Free flight organized on New Year’s eve to Barcelona for fans Positive Snowball effects: Winners sharing their experience Winners creating their own group TV, radio, newspaper coverage Losers buying tickets for the same night

22. Too little, too repetitive Delta airlines Sitting back after that rush, some wanted to create opportunities The disappointing way: The Delta Facebook booking engine

23. The smart way The Easyjet holiday planner Group booking functionality to help communication when agreeing on a trip. Currently: Group trip planner What’s next? seal the deal Understanding social media to help customers finalize their purchase

24. However! Its not enough! Among 30% travellers consulting social networks, only 7% prospects befriend or follow a travel company on social networks. Ambassadors are needed

25. During travel

27. Central reservation systems

28. Global distribution systems

29. code sharing

30. check-in systems

31. Catering

32. Departure/Arrival control

33. Other planes

34. Cleaning

35. security screening

36. Customs

37. Luggage handling

38. Loyalty program systems

39. cancellations

40. Plane maintenance

41. And so much moreThings can and do go wrong And customers can voice their frustrations real-time

42. "I'm angry""I SAY SO” .

44. Different recovery approaches per social network FACEBOOK Private life Expression of tastes, opinions. Responsive customer recovery methods TWITTER, BLOGS (Micro)blogging is public brands are expected to respond. Proactive, although intrusive, customer recovery methods

45. Crisis management Facebook fans do not join to receive operational updates. However not communicating during crisis on Facebook is unforgivable. Twitter accounts: used by users for real-time problem solutionning

46. The next step: go the extra mile to service your customer

47. The ultimate step: drive your business with customers as copilots Polling Creates intimacy brand-customer Less reluctance to change Customers are smart and resourceful!

48. Organizational changes

49. Learn To Be Off The Beaten Track Social networks are often used to interact with/about a brand because of flaws in the following areas: communication reach product understanding product availability quality of the product/service claims management In those areas, bypass your processes, review your communication. Internal networking & process flexibility are key!

50. Be Prepared For Organizational Changes Product/service development Involve customer opinions as early as possible, good ideas are out there. Build engagement! Internal buy-in You need to go off the beaten tracks to resolve customer issues. Colleagues' flexibility and support saves time. Job descriptions and KPIs Internal buy-in really works only when it gets official. Build awareness & understanding Trainings, monitor and report results Have a policy Potentially all staff can contribute and visibly impact your brand's image. Clear policies, do's and don'ts help to avoid issues.

51. Key takeaways Social media is not a burden but an opportunity If your customers turn to social media often when something went wrong. Learn from it. Re-introduce personal relationships with your customers Understand your shareable material. Feed fans & followers, create bonds. Understand, among your customers, who shares information Reward and encourage sharing. Don't nag because social media bypasses your usual working process, it happens because your usual processes don’t work Social media is not a one-(wo)man show. It is a company engagement.

52. Thank you