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Singapore airlines.jianhonghu

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Singapore airlines.jianhonghu

  1. 1. DIGITAL EXPERIENCE IS NOT A CHOICE BUT A REQUIREMENT PRESENTED BY: JIANHONG HU
  2. 2. The Issues Singapore Airlines are facing • Website glitches • Slow replying rate on social media • Less engagement on Facebook and Twitter • Not active on LinkedIn
  3. 3. Results • Losing gadget-savvy travellers Target Audience • Upper middle class and upper class
  4. 4. Big Idea • Launch a campaign • Focus on improving digital experience • Three stages
  5. 5. First Stage • Fix website glitch issues • Increase usability • Examples – 24/7 technology support – less options on its mobile version – More using patterns in its mobile version
  6. 6. Second Stage • Inbound advertising – Email marketing • Outbound advertising – Cooperate with popular travelling websites – Target correct keywords on the search engine market – Using social media to promote its service and products
  7. 7. Last Stage • Create an opinion page on Facebook • Encourage audiences to write their feelings regarding the change of SIA’s digital experience
  8. 8. KPI-Metrics • Timeline: a year • Goals – Positive attitudes on the new digital experience – Good website traffic and high download rate of mobile apps – Nice engagement rate on social media • Assessment: email survey, click through rate of the ads and purchasing rate and the number and the tones of comments
  9. 9. KPI-Metrics • Elements of determining the success of the campaign – More than 50% of positive views on the survey – Click through rate and purchasing rate both increase by 30% – More than 500k of comments on Facebook opinion page and 50% of positive comments
  10. 10. Budget 4000, 5% 2000, 3% 8000, 11% 30,000, 40% 30,000, 41% Dollars Social media marketing Email marketing Mobile marketing Display advertising Search marketing In total: $74,000

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