Reaching travellers with Social Media - Eyefortravel TDS Conference Singapore, May 10th 2012
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Reaching travellers with Social Media Eyefortravel TDS Conference Singapore, May 10th 2012 Jurik Auer Online Sales, Marketing and Mobile Services Asia & Pacific
Has marketing changed completely in the digital world?
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Know your brand core. As global brand Lufthansa is associated with tradition, values and growth Give orientation: Our brand values define our daily doing
Know your consumers.
Understanding
their needs
their insights
to whom they listen
how they communicate
how they interact
their buying decisions
what makes them loyal
That’s priceless.
What has changed in the digital world is the consumer behaviour
and the interaction with the brand.
Experience Empowerment Expectation
• Participative
Cust. behavior: • Consuming • Demanding
• Standardized • Individual
• Reach-focused • Customer-focused
Communication: • Monologue • Dialogue
• Sequential • Precision Marketing
• Automated / Push • On-Demand / Pull
• Standardized • Flexible
Products:
• Personalized
Dependent = Maximum Transparency Interactive
„A brand is no longer what we tell the consumers – it is what the consumers tell each other it is!“ Scott D. Cock, founder Procter & Gamble Digital development leads to the ultimate transparency therefore authenticity and a holistic understanding – beyond marketing - becomes a key role
How can we connect (to) the communities of the „digital elite“?
On the run!
The transmission of our heritage and brand values plays
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a key role
Being authentic
2 We have to be where our customers are – but focused
Facebook is the place, where our consumers meet and communicate globally every day. Top 10 airline FB pages Top 10 travel FB pages Source: socialbakers.com
Lufthansa creates unique digital innovations with clear
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customer benefits reflecting the brand values
Over 450,000 total visitors since the launch
Over 430,000 unique visits since launchAir travel is a commodity nowadays therefore Lufthansa is
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creating key „social services & features“ along the travel chain
Check who is on the same flight
Check who is at the Connect to others with
airport & meet similar travel interests or
spontaneously from same community
Location-based
shopping offers, Share a taxi
promos & vouchers
Get restaurant tips Get hotel tips
MemberScout
Get transportation & parking tipsA strong brand is a trustful brand which is not only reliable
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during regular travel but also when it counts in crisis situations
• Integration of Social Media in crisis team
• Realtime status updates of situation
• Taking pressure away from call centers
• Knowing customer‘s questions & needs
• Taking care of customers by all meansCustomer loyalty is not (only any more) about points & bonuses,
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it‘s about customer involvement!
2.0With Digital Marketing and innovations Lufthansa builds the
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foundations for successful e-commerce of the future
Online Mobile Social
My Statistics eFly Services Renren, Weibo China
Tripfinder Mobile Apps
Facebook
lufthansa.com MemberScout
TwitterLufthansa China: A Social Media case study
As ‘upper middle class’ grows in to “wealthy
class”: many luxury brands are changing the focus
into building volumes and focus on the rise of the
new spending class
The market is evolving towards the more
experience seeking need states: Connoisseurship
and Self-reward growing
It’s a new generation who want to enjoy life, and is
eager to travel all over the world to have different,
new and fresh experiences.
Position Lufthansa as a premium brand to
an affluent younger and digital audience
that is inspiring to European lifestyle and
looking to set themselves apart from the
massesLufthansa Jetsetter: A Travel Lifestyle Concept for the new digital
elite in China
Being called a “Jetsetter” is a compliment to
students, young professionals and business
travellers alike.
The Lufthansa Jetsetter Group on Renren and
Weibo offers:
Aspiration - unique insight into a lifestyle they
want to have
Interesting and attractive content from Dream
Maker experiences.
Practical information to live a jetsetter lifestyle
Entertainment & engagementBringing the best of Europe - from chinese bloggers written for chinese audience 2012 Modifications: It’s not just the destination, Lufthansa can make it happen
Lufthansa Jetsetter – experience, inspiration & engagement
RenRen Sina Weibo Youku
‘Facebook’ of China ‘Twitter’ of China ‘YouTube’ of China
Launch: Feb 2011 Launch: Apr 2011 Launch: Apr 2011
2012 KPI: 100,000 fans 2012 KPI: 150,000 fans Video Views:
Current: 61,868 fans (61.9%) Current Fans: 73,979 - total: 323,039 (198,581 on
UV: 877,642 Posted: 1,150 Youku,124,458 on LH)
Page View: 3,990,379 Re-posted: 151,432 Video: 167
Re-posted: 3,878Summary: The interaction of our brand in the digital world
Be authentic as brand
Be where your customers are
Create digital customer benefits
Stick to your core competences
„Travel made social“
Socialize with your customers
Relevance & (geo-)context is king
Build sustainable relationships
Loyalty is about cust. engagement
It‘s all about brand relationship Key: Integrated Marketing ApproachThankyou Thank you!
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