Iberia's Web 2.0 Digital Communication

WE

B 2

.0

The World We Live in

The Consumer has the power and they are in control!

The World We Live inC

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The World We Live in

Consumer hates and avoids advertising.

Digital Communication Evolution

Company to Consumer:

SHUTUP AND LISTEN!

Consumer to Company:

Hello? Can you hear me?

WEB 1.0

Digital Communication Evolution

• One-way communication• Pretty postcards• “brochure-ware”• Internet is just another channel• “Corporate-speak”

• LACKS• Context• Interaction• Scalability

Digital Communication Evolution

• People want interactivity

• People want a dialogue: two way conversation!

Digital Communication Evolution If WEB 1.0 is dead…What is WEB 2.0!????!!!!

•Two way conversations -User generated content - Sharing of Content - Community Focused-Collective Intelligence

WEB 2.0 Impact on Iberia Brand and Business

• You are NOT in control!• Consumers do NOT trust

you!

WHO DO CONSUMER TRUSTS!???

• A Person like me!• Another

consumer!

Social Media put Consumers in Control of the conversation.

So can Web 2.0 help Iberia?!!Yes! WEB 2.0 helps you join the conversation!

Iberia’s CustomersWho are my customers in WEB 2.0?

Publishers

DJs

Experts Network

Broadcasters

Editors

Critics

Everyone syndicated

Instead of Telling Your Story!

LET THEM TELL THEIRS!!!!!

GIVE THEM A PLATFORM!!!

WEB 2.0 – Iberia Blogs and Tweets!

•Open up to your customers- communicate to them the average day of an Iberian employee:Pilot/Stewardess

•Have customer submit his or her story or experience of flying Iberia

•Listen and receive feedback, Listen and give response then

listen again!

•Continue the dialogue

and build a relationship!

- Don’t be Fake! -Describe the industry and not just the company - Blogs are not PR machines.

WEB 2.0 – User Generated Content

•Have customers take pictures or make videos of their favorite or funniest Iberia moment/story:

• In the sky• In the cabin• On the ground• Favorite Iberia

Plane

•Foster an environment on Flickr, YouTube or on blog so customers can share their own user generated experience!

Reward Best Photo/video and story with free flights and vacation package!

WEB 2.0 – Social Network Tools

WIDGETS AND SOCIAL APPS

-Facilitate consumer control!

-Web Apps that you can share in Facebook that shows flight status of Iberia Airlines

-Iberia’s wallpaper photo generator that shows great photos from around the world including Iberia’s popular destinations.

-iPhone/Blackberry App that lets you track flight status, book tickets, and share information among other users.

-Mobile Boarding Pass- Convenience and faster boarding

Having a presence in Social Networks is NOT ENOUGH!

WEB 2.0 – Measure Success!

• Number of user Feedback Posts on Blogs•Number of user visits to blog pages•Number of user participants in user generated content for Iberia•Number of created content per user•The buzz in twitter and other social networks about Iberia•Number of Fans of Iberia or followers in Twitter•Number of widget and app downloads•Number of usages for widgets and apps•Number of times widgets and apps have been shared

Iberia’s Competitors are:

Listening, blogging, tweeting,

BUILDING A RELATIONSHIP WITH THE CONSUMER!

So What are you waiting for!???

IT IS TIME TO TAKE OFF!!!!!!!

Don

’t S

tay G

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nd

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!

Carlton L. BennettIE Business School MDMK2010Email: Carlton.bennett@gmail.comBlog: Carlton’s Mantra @ www.carltonbennett.com

Linkedin: http://www.linkedin/in/carltonbennett

Thank you!