Airlines 2.0CustomerInsights+Real3meeventsonSocialMedia=$$$

CommercialStrategySymposium2009Athens,Greece

ShashankNigamCEO

Aviation :: Branding :: Technology

Practitioners first

Top 5 Twitter-ers on airlines

Blog Articles read over 250K times

Global outlook: Singapore & NYC based

Stellar Board of Advisors

Patrick Murphy - ex-Chairman, RyanAir

Chris Brogan - THE social media guru

Donald Schenk - CEO, Airline Capital Associates

Agenda for this morning

1.RevenueMgmtforDummies2.AirlineCustomerLifecycle?SoundsFrench!

3.WhatcustomerinsightsareavailableonSM?

4.Leveragingreal‐timeevents‐3ideas

5.Puttingitalltogether‐Let’sgotoDubai!

6.Q&A

RMforDummies1

Driving Revenue

Get people to fly more often: Frequency!

Get more people to fly: Reach!

Make more $ per customer: Yield!

Get them to decide to fly sooner: Decision!

F

R

Y

D

CustomerLifecycle?2

What’s your relationship with your customer?

Nothing

Awareofyou,butneverLlownyoubefore

FlownonceFrequentLlyer

Advocate/Fan

CustomerInsights3

Infusingonlinereviewsinthebookingpath

Decision

Forrester research confirms that adding customer comments during booking boosts conversion

Integratereviewsfrom:1.Skytrax2.Eezeer.com3.Tripadvisor.com4.Expediaandothers...

TravelplansarenowofLiciallypublic

Howcantheairlineusetheseinsights?

1. User updates travel status (Twitter/FB)2. Status integrated in social media apps3. Past status offers customer insights4. Huge opportunity for :

1. Building apps with targeted offers2. Location-based recommendations3. Viral-status apps

ReachDecision

Reversingthetables

1. Drive out price elasticity2. Increase conversion

YieldDecision

Whentheairlinebecomestheplatform

FrequencyReach

Build the community first, add true value and set the right expectations

Leveraging“real‐time”4

Real‐Time:Dealingwithdelays

1. People updating status from lounge2. Gate-agent doesn’t know3. What if Gate Agent had Co-tweet?

Real‐Time:Dealingwithbagloss

1. The airline knows about bag-loss before pax2. Why not SMS him and tell him to go home?3. Let him track bag by mobile

Real‐Timecustomerservice‐It’sfree!

SocialMedia@35,000ft5

3 MYTHSabout social media, debunked

Social media is free...

... free like a puppy

If I build it...

... they will come

Social media is like a BBQ cookout...

... not a flea market

So how to do it right?

2 ANALOGIES

ThespinningtowerofDubai...

Itworksbecauseofastrongcore

Social media strategy needs a core too...

HowaboutanHoDofTelephones?

Social media is an enabler, not a channel...

How to get started?

!"#$%&'

(&)*)%'+&&,-&.%'

3 steps to get started with social media in the next 3 weeks

What if your employees are already overworked?

One person/team, supported by Subject Matter Experts

The key is to have a quantifiable measure of success beforehand

Connecting $$ + Lifecycle

Nothing[R]

Awareofyou,butnotLlownyoubefore[D]

Flownonce[F]FrequentLlyer[Y]

Advocate/Fan[Y/R]

“... you don’t want to be the one looking like an ostrich with its head in the sand...”

Azran Osman-Rani, CEO, AirAsia XAt Aviation Outlook Summit Asia Pac, 5 Aug 2009

Questionswww.simpliflying.com

shashank@simpliflying.com