Why Hamburg Airport tweets and collects friends on Facebook

Matthias Quaritsch // Berlin // March 2011

Page 1

Hamburg Airport: 13 million passengers, 6 million visitors, 65 airlines, 120 destinations

Page 2

Top sites on the web

Site Reach*

1. Google 48.08 %

2. Facebook 42.26 %

3. Yahoo 25.15 %

4. YouTube 24.59 %

5. Wikipedia 14.02 %

6. Windows live 13.31 %

7. Blogger.com 13.23 %

8. Baidu.com 10.28 %

9. Twitter 9.52 %

10. QQ.Com 7.1 %* Percent of global internet users

visiting these sites on a daily basis.

Page 3

Facebook – more than 600 million members worldwide

Michael Jackson 27,839,168 friends

Coca Cola 22,149,154 friends

Barack Obama 18,078,082 friends

Nike Football 3,829,017 friends

Lufthansa 167,274 friends

Angela Merkel 68,379 friends

Hamburg Airport 1,132 friends

Matthias Quaritsch 22 friends

My daughter (16 years old) 197 friends

Page 4

Facebook users in Germany

Page 5

Twitter – 175 million registered users worldwide

Michael Jackson 297,126 followers

Coca Cola 195,472 followers

Barack Obama 6,534,294 followers

Nike Football 106,815 followers

Lufthansa 65,768 followers

Angela Merkel 13,174 followers

Hamburg Airport 1,616 followers

Matthias Quaritsch 5 followers

Page 6

“One of the biggest misconceptions about

the new social media is that you can

choose if you want to communicate there

or not.” *

* Quote: Sascha Lobo, German journalist

Page 7

“This revolution was the first organized

on Facebook.”

* Quote: Moncef Marzouki, Tunisian opposition leader

Page 8 Cairo, Feb 2011

Page 9

Page 10

What we are doing

Hamburg Airport works with:

� Twitter

� Facebook

� Schüler VZ and Studi VZ (planned usage by Human Resources)

Page 11

Opportunities presented by Social Media

� Direct approach to target group

� Direct feedback from the audience

� Building a community

� Develop new target groups

� Improved image (modern, young company)

� Crisis management

� Fast

� Recruitment

Page 12

Page 13

Page 14

Practical advice

1. Adjust your communication strategy for a generation that does not

watch TV and read newspapers

2. Social media is dialogue – not one way advertising

3. Listen to experts (maybe your children)

4. Be creative