1. Analysis of
Lufthansa Social Media Practice
In China
--
Mingze Xu
Candidate for Master of Business
Administration
Hochschule Anhalt
06.08.2012

2. AGENDA
1 • Corporate Introduction
2 • Brand Building Framework
3 • PO(S)T method
4 • Discuss and recommendation

3. 1. Corporate Introduction
Business Segments
LHA Passenger Airline Catering

4. 1. Corporate Introduction
Business Partnership
Segments

5. 1. Corporation Introduction
100 m Passengers
71 flights Weekly
In China
Worldwidw 120,000 Employees
12 destinations
Euro 28.7 bn

6. 2. Brand building on Social Media
Depict the idea:
1. Communication
Strong
Brand
3. CUSTOMER 2. CUSTOMER
RELATIONSHIP EXPERIENCES

7. 3.1 P: Why Chinese college students
Shape
Target Market:
LHA
College Social
Students Media

8. 3.1 P: Evaluable Segment
547,000+
Chinese overseas students
Chinese overseas students are
30%
to Europe
Measurable
500%
growth rate 2006-2011
20%
annual rate

9. 3.1 P: Evaluable Segment
95%
Renren Users
Chinese overseas students are
Accessible
72% 24%
1~3
3 years +
75%
1 hours +

10. 3.1 P: Evaluable Segment
1077
Destinations
Chinese overseas students are
Actionable 175
countries
Non-stop
you

11. 3.1 P: Evaluable Segment
Economy
consistently growth
Chinese overseas students are
Sustainable Baby Boomers
in China
Leaders
of tomorrow

12. 3.1 P: Social Technographics Profile
Creators
Conversationalists
Critics
Collectors
Joiners
Spectators
Inactive

13. 3.1 P: Social Technographics Profile
Creators Conversationalists Critics Collectors Joiners Spectators Inactives
U.S. online audlts 64%
62%
57%
68%
49%
59%
Young Chinese
45% 37% 48%
42%
German online 31% 33%
27%
users 23%
19% 19%
13% 13%
4% 6%
8%
Source: Forrester Research ,2011
• Chinese Young generation are much more active on Social Media.
• They prefer to use Microblogs as Conversationalists.

14. 3.2 O: Low awareness and week relationship
100%
Total
audience
75%
No
Awareness 80%
25%
Not
Satisfied
?%
Awareness 20%
Satisfied
Attention Experience Relationship Loyalty

15. 3.2 O: Do you know what they concerns?
Needs and Wants
Collectors, Spectators Satisfied?
Creators, Conversationalists, Critics
Prospective students Present students, Alumni, Traveler
Education & Exam; Career
Languages; Major & Development;
Courses; Food;
Homesick, Shopping
Financial Problems, Culture differences, Life & Safety; Travel tips

16. 3.2 O: Strategic objectives:
Create long-term loyalty

17. 3.2 O: Strategic objectives:
Project objectives:
Foster customer experience

18. 3.3 Technology Lufthansa's Social Media
Metrix
Lufthansa's Jetsetters Campaign
Social Networking Sites (SNS) Sina Blogs Sina Weibo
Lufthansa Renren Jetsetters
Lufthansa
Franch
Lufthansa
Holland
Lufthansa
Ireland Opinion
Leaders
Lufthansa
German Lufthansa
Lufthansa Jetsetters
Italy Overseas Weibo
Ambassadors
Lufthansa Opinion
Russia Formers
Lufthansa
Switzerland
Lufthansa
Spain
Lufthansa
UK
Lufthansa
Austria

19. P: Social Technographics Profile
Definition:
comment • Vst Com
Visit
share • Vst Shr

20. 3. Discuss and Recommendation
Analysis of correlation coefficient of count between unique visitors, posts, shares of different topics contents.
Correlations
Vst2-> Com Vst-> Shr
**0.888199
0.**8372
0.7135
*0.612 0.5668
0.5385
0.483289
0.1452
0.1521 0.1618 0.1569
0.02675
Study,work Brand exp. Culture Fares Travel exp. Football
**. Correlation is significant at the 0.01 level (2-tailed).

21. 3. Discuss and Recommendation
100% 95%
80% 69%
60%
40%
19%
20%
7%
0%
RenRen Sina Weibo Tencent Kaixin
Weibo

22. 4. Summary and Recommendation
Brand Performance
Brand Awareness
5
4
3
2 Brand
Brand experience
1 communication
0
Customer
Brand preference
relationships

23. Reference
Kotler, P., & Armstrong, G. (2012). Principles of Marketing, (14th ed.). Edingburgh Gate: Pearson Education Limited.
Kotler, P., & Keller, K. (2012). Marketing Management. (14th ed.). Upper Saddle River, New Jersey: Prentice Hall.
Kotler, P., Keller, K., Brady, M., Goodman, M., & Hansen, T. (2009). Marketing Management, (1st European ed.).
Edingburgh Gate: Pearson Education Limited.
Li, C. (2007, April 23). Forrester’s new Social Technographics report.
Li, C., & Bernoff, J. (2008).Groundswell: Winning in a World Transformed by Social Technologies. Boston: Harvard
Business Press.
Li, C., & Bernoff, J. (2011). Goundswell: Winning in a World Transformed by Social Technologies. Boston: Harvard
Business Press.
Lufthansa Press. (2011). Retrieved from http://www.lufthansa.com/us/en/press-room
Forrester Research. (2010a). Social Technographics Defined 2010 Retrieved April 23, 2012 from:
http://empowered.forrester.com/ladder2010/
Forrester Research. (2010b). What's The Social Technographics Profile Of Your Customers? Retrieved April
23, 2012 from: http://empowered.forrester. com/tool_consumer.html

24. Thank you
for questions?