2. CONTENTS
1. Introduction
2. Social Media Snapshot
3. Delta Air Lines Online
4. Current Online User Flow
5. Centralized Online User Flow
6. Benefits of Centralized Efforts
7. Conclusion
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3. INTRODUCTION
The Social Media landscape is constantly evolving fueled by people’s need to
connect. Delta Air Lines is tapping into the power of that ever-changing medium to
build connections with our passengers.
Customer Service guru, Scott Deming suggests the best way to create an
unexpected experience is to develop a relationship with our passengers, which
begins with a connection.
The next generation of travelers, HVCs and economy passengers alike speak the
digital language of the social networks.
This is our chance to engage them and separate our brand from the crowd through
an unexpected experience. I believe the best way to accomplish this is to focus our
online efforts to help make Delta.com the “Trusted Friend”, the “Go To” destination
for our customers.
This presentation is just one idea.
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4. SOCIAL MEDIA SNAPSHOT
Myspace is Facebook is Youtube is Twitter is
launched launched launched launched
Aug 2003 Feb 2004 Nov 2005 July 2006
Myspace is considered the leading Social networking site Late 2007
Over 1,000,000 people installed the Facebook application 'US politics' in order to Jan 2008
provide live feedback to the Republican/Democratic debates before the New
Hampshire primary
Enhancements propel Facebook to number one in Alexa Ranking* April 2008
YouTube was awarded a Peabody Award and cited for being "a 'Speakers' Corner' 2008
that both embodies and promotes democracy.“
According to Social Media Today it is estimated that 41.6% of the U.S. population April 2010
has a Facebook account
About 65 million tweets were posted each day, equaling about 750 tweets sent each June 2010
second, according to Twitter
Myspace is ranked 62 by Alexa Ranking* with speculation that it may be auctioned March 2011
* Alexa Internet, Inc. is a subsidiary of Amazon.com that compiles online metrics
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5. DELTA AIRLINES ONLINE
The previous slide shows a social media landscape that is constantly changing. What is
relevant today could be obsolete tomorrow, much like the case of Myspace which had a
very strong start and slipped into virtual obscurity.
Such a fluid medium requires any company that is serious about connecting with
consumers to be everywhere. Instead of finding our audience we have to enable our
audience to find us.
Delta is doing just that with a robust presence on Facebook, several Twitter accounts,
Youtube and an informational blog .
These online efforts, however, can be optimized by developing a single point of entry,
allowing the user to select the best path thus reducing the time spent on various search
engines and increasing the time on our primary site, Delta.com.
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6. CURRENT ONLINE USER FLOW
User Most of our online properties can be accessed directly via
Delta.com. Youtube, DeltaNewsroom and DeltaAssist on Twitter
are linked indirectly through the blog page.
All sites link back directly to Delta.com except for Youtube which
links back to the blog page. There is limited linking between the
Delta.com sites and therefore potentially limited awareness.
This could create some confusion especially on Twitter where we
have three separate profiles providing different consumer
functions.
Facebook Twitter Blog Youtube DeltaNewsroom Delta Assist
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7. CENTRALIZED ONLINE USER FLOW
Centralizing our efforts is only the first step if
Adding a ”Social Media” page on Delta.com to
we want the Delta.com to become a “trusted
serve as a single access point for all of Delta’s
friend.” Providing relevant information like
online properties would raise awareness of the
destination reviews which we already have on
other sites increasing traffic and activity.
Youtube as well as the recommendations on
the blog site and city/station facts posted by
In effect we would be creating a Delta portal for
local employees all will help to establish trust.
all of Delta’s social network initiatives.
Delta.com
With the right investment we have an
As the section evolves and as users become
opportunity to grow Delta.com into a travel
more familiar with the content, this section could
portal to rival Tripadvisor and similar sites,
grow to become the main online point of contact
making Delta the first name people think of
for all of Delta’s connections to our consumers,
when they think travel.
online and mobile.
Facebook Twitter Blog Youtube DeltaNewsroom Delta Assist
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8. BENEFITS OF CENTRALIZED EFFORTS
By adding a social network page with the main focus of connecting with our
passengers we can produce the following benefits:
• Direct links to Delta Social Networks, including the newly added
DeltaAssist on Facebook
• Manage consumer traffic by providing description of links which would
help in directing flow to the appropriate site
• Control online messaging by linking only to official online Delta
properties instead of risking passengers stumbling onto unsanctioned
sites
• Indirect linkage between various Delta Social sites. By providing a
central location users can move between sites without having to rely on
a search engines.
• Increased awareness of various offerings. The mobile user familiar with
Youtube may be unaware of DeltaAssist on Twitter or Facebook during
an IROP which is a prime opportunity to build brand loyalty.
Increased awareness of Delta’s other social networks could increase online
time exposed to the brand and help build ambient awareness. As the
consumer begins to develop a sense of the brand’s personality, we have an
opportunity to build real connections allowing Delta.com to become the
“trusted friend” or “go to” site.
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9. CONCLUSION
As we grow the brand after a successful merger to become the largest global carrier,
steps were taken to ensure we were not only building a bigger airline but a better
airline. Steps that may not always be apparent.
We have so much relevant and valuable content online that can be easily
overlooked. Content that can be used to raise brand awareness, provide valuable
passenger information, elicit consumer feedback and build connections.
We should bring these elements together and into the light so that our customers
understand what we mean by “Keep Climbing.”
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