"Ready for take off" - Christian Lüdi

Social Media @ SWISSSocial Hub Zürich

Christian Lüdi, Social Media Manager07.03.2013

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Social Media @ SWISSAgenda

1. Organisation2. Vision und Strategie3. Beispiele aus der Praxis

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Social Media @ SWISSOrganisation

Chief Commercial

OfficerHolger Hätty

Marketing Communicatio

n

Advertising (3 MA)

Online Marketing (4

MA)

Direct Sales & Services

E-Commerce

Sales CH/EU/IC

Service Center

Chief Executive OfficerHarry

Hohmeister

Corporate Communication

Media Relations

Internal Communication

Social Media ?

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Social Media @ SWISSSocial Media Board

Social Media

Marketing

CorporateComm.

Local Org. CH/EU/IC

Customer Care

HR / IT / Legal

swiss.com Service Center

Social Media Marketing takes the lead in Social Media (Strategy / Corporate Identity) and works with satellites in all relevant departments.

A Social Media Board meets on a regular basis to discuss:

- Which channels to use- Key topics for information, interaction &

dialogue - Targets for success / measure performance- Breakdown to operations and implementation

(structure, organisation, budgets, tools, agencies)

- Updates on new developments & best practice exchange (LH Group, competitiors, ...)

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Social Media @ SWISSOrganisation

Social Media

MarketingZRH

CorporateComm.

ZRH

EU markets

EU

Core Customer

MgmtZRHIC markets

NYC, PVG,

BOM, NRT

Service Center

BSL, CPT

CH marketZRH

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Social Media @ SWISSVision

We want to appeal to and entertain our existing customers by delivering added value and offering relevant community content and thereby strengthen the emotional bond. Further, we aim to attract new customers through viral effects and word-of-mouth.

We want our customers to become fans of SWISS through a combination of entertainment, added value and relationship development.

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Social Media @ SWISSBrand Positioning

Social Media is part of the brand positioning

We are true to ourselves and don’t pretend to be something we aren’t - Content - we are authentic - we are honest - every fan/request by fan is taken seriously

We do things properly or we don’t do them at all - quality of content, games, answers etc. - 24/7 customer service

It’s the small things that bring us closer to our guests - added services - surprises - dialogue and interaction with customers - Involve customers (e.g. food tasting, livery voting, videos of how to cook a typical Swiss meal etc.)

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Social Media @ SWISSTarget audience

Customer loyalty and customer retention (existing customers)- Entertainment, games, behind the scenes- Exchange/dialogue- Customer services- Engagement- competitions, content integration, Sales offers/SM channel offers-> Preference, first choice, loyalty, price premium

Brand Awareness (new customers)- «Word-of-mouth», viral effects via fanbase- Games, Apps- Integration in internal/external communication- Targetting/SM advertising/partnerships-> Awareness, Online Reputation, Brand attraction, brand experience

Irregularities- Crisis Communication

| Social media strategy11

Social Media @ SWISSTravel journey on Facebook

| Social media strategy12

Social Media @ SWISSSWISS brand stairways

First ChoiceFlight ExperienceRelevant SetBrand Awareness

Enhance purchase consideration.

Spread relevant information and news

about SWISS.

Distinguish ourselves against competitors.

Generate awareness and familiarity

Increase brand awarness and make

people talk about SWISS.

Present positive SWISS brand image and proof it it (24/7)

Online reputation

Facilitate purchase decision

Facilitate travel experience in every

phase (goal)

Generate sales

Enhanceloyalty

Strengthen customer loyalty and proximity

Advocacy

Become fans, emotional bonding

Customers become brand ambassadors

and recommend us on social networks and in

real life.

Build qualitative fanbase

Furthermore: Fast feedback channel about our product and services and as a free market research tool

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Social Media @ SWISSCommunication targets

Content/TopicsDialogue

Special offersGames

Impl

emen

tatio

n an

d St

eerin

g

Communication Platforms(2-way-/mass-communication)

Content Platforms(1-way-communication)

Plan

ning

and

Str

ateg

y

Communication Targets

Information

Sales

Crisis Communication

Customer Service

Internal Communication

Branding

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Social Media @ SWISSFacebook

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Social Media @ SWISSTwitter (global)

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Social Media @ SWISSYouTube

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Social Media @ SWISSFlickr

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Social Media @ SWISSLX40 (MAI 09)

Kick-off der eigenen Social Media Auftritte- Imagefilm von Marc Forster- Kein klassisches Marketing, dafür Seeding

auf StudiVZ, Facebook, Blogs & Foren- Eigene LX40 Kanäle (Facebook Fanpage

und YouTube-Kanal)

- Gleichzeitig: Aufbau von SWISS-Auftritten auf Facebook, Twitter, YouTube und Flickr, Buzz um LX40 ausnutzen

(Premiere von LX40 wurde wegen Air France Absturz um eine Woche verschoben)

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Social Media @ SWISSFacebook – Übernahme einer bestehenden Fanpage

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Social Media @ SWISSFlüge buchen auf Facebook (JAN 10)

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Social Media @ SWISSSocial Media Newsroom (FEB 10)

- Übersicht unserer Aktivitäten und Plattformen auf SWISS.COM

- Anlaufstelle für Online-Journalisten und Blogger

- Vor allem zu Beginn auch ein gutes Tool für intern

- Keine Like- und Kommentarfunktion, dafür immer up-to-date

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Social Media @ SWISSKrisenkommunikation (APR 10)

31 Postings

1’200 Kommentare

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Social Media @ SWISSMarktforschung (APR 10)

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Social Media @ SWISSFlyerTalk (APR 10)

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Social Media @ SWISSSing Francisco / San Francis-GO (JUL 10)

Nutzung sämtlicher PlattformenThemenblock im Blog (Launch des Blogs)Video auf YouTubeFotos auf FlickrLive aus dem Cockpit beim Erstflug via TwitterFotowettbewerb auf FacebookBegleitung des Ganzen via Facebook und Twitter

Karaokecontest auf SWISS.COMInterview von CrankyFlier mit HOHHAbstimmung auf 20 Minuten.ch

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Social Media @ SWISSSWISS Blog (JUL 10)

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Social Media @ SWISSHR (Marketing) (SEP 10)

- Blick hinter die Kulissen- Stellenausschreibung auf Facebook- Stelleninserat auf XING

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Social Media @ SWISSFly to your Friends (JUN 11)

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Social Media @ SWISSLive-tweeting von Pressekonferenz (JUL 11)

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Social Media @ SWISSChat mit CCO Holger Hätty (AUG 11)

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Social Media @ SWISSFood tasting (SEP 11)

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Social Media @ SWISSGoogle+ (NOV 11)

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Social Media @ SWISS100’000 Fans (JAN 12)

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Social Media @ SWISSCommunity befragt CEO Harry Hohmeister (FEB 12)

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Social Media @ SWISS24/7 Kundenservice (JUL 12)

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Social Media @ SWISSInstagram (AUG 12)

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Social Media @ SWISSLearnings

- Ressourcen bereits stellen- Geduld zeigen- Gut zuhören, Kunden/Fans ernst nehmen- Auf Dialog setzen, auch kritische Kommentare beantworten- Engagement zeigen- Added Value bieten, noch ersetzt Social Media nichts- Unterstützung vom Topmanagement- Mitarbeiter mit einbinden (sind die besten Botschafter)

Social Media @ SWISSKommunikationsziele

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Inhalt/ThemenDialog

SpezialangeboteSpiele

Einb

indu

ng u

nd S

teue

rung

Kommunikationsplattformen(2-Weg-Kommunikation)

Content Plattformen(1-Weg-Kommunikation)

Plan

ung

und

Stra

tegi

e

Kommunikationsziele

Branding

Sales

Information

Krisenkommunikation

Kundenservice

Interne Kommunikation

Flaschenhals: Ressourcen

Interner Input von:

- Online Marketing- Corporate Comm.- Produkt- Märkte > CH/EU/IC- Netzwerk- Ground Services- E-Commerce

Implementation durch:

- Social Media Marketing- Corporate Communications- Markets CH/EU/ICH- Service Center

Lead: Social Media Marketing

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Social Media @ SWISSDanke!