Dassault Falcon Jets and Social Media Strategy

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    DASSAULT FALCON JETS

    ADVANCED ADVERTISING MANAGEMENT "When I grow up, I want to be rich and have my own private jet :)

    Melissa BourniquelMarjorie CarpentierEmeric Delalandre

    Alexia Taisson

  • INTRODUCTION

    Dassault Falcon is part of the Dassault Aviation Group, a French company founded in 1929 as Socit des Avions Marcel Bloch. The company became Avions Marcel Dassault in 1947 and Dassault Aviation in 1990. The parent company is the group Dassault. Nowadays, Dassault is known as a vertically integrated company that operates on all parts of the supply chain from design to services within the area of combat aircraft and business jets. Among this business, Falcon by itself has represented 63% of the total sale revenues.

    The Falcon brand and warranty are ensured by a symbiosis between Dassault Falcon Jet and Dassault Falcon Services. Both subsidiaries work together in order to provide the Falcon customers a flawless and memorable experiences that meet the highest of their standards.

    The private jet industry

    After the economic recession period (2008-2011), the business aviation annual unit delivery growth has reached a 1.2%. In this industry, there is a high correlation between corporate earnings and unit deliveries so it really depends on the macroeconomic environment. In a world where the global relationships are unstable, the forecasts for the coming years are uneasy to predict. Besides, the industry is currently facing a new challenge which is the changes in behaviors of their customers. There are less emotional purchases, with many losing their appetite for aircraft ownership altogether.

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  • Considering theses realities, innovation in a customer-oriented way with strict financial discipline is a key to grow the deliveries in the coming years. There is no better way to know and reach the wealthy customers or companies than the social media. This is financially efficient as well, if it is well done.

    To know more how to be globally efficient on social media, it seems important to know what are the drivers of the private jet industry and how to approach these platforms as real marketplaces.

    According to the market forecast 2015-2024 by Bombardier Business Aircraft, the changes in the international trade will be determinants for the future. Moreover, the new demand for aircrafts and the new usages will drive the market. Dassault Falcon needs to know who is the audience on each social media in order to communicate efficiently with the right content.

    Finally, the business is supposed to grow in the coming years according to 10-year business aviation market outlook 2015-2024 by Jetcraft. The key markets for business aviation are the U.S., Europe, Latin America and China:

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    The biggest change in the customers behaviors is about the accessibility of the jets. It only used to be a full ownership but now there are companies renting jets, others that share the aircrafts and so on. The customers, who use private jets mostly for professional purposes, are no longer the richest.

  • Why is social media important?

    "Business retailers experience about 133% increase in revenues after marketing their business in the m o b i l e m a r k e t t h a t p r o m o t e s s o c i a l m e d i a m a r k e t i n g v a l u e f o r t h e i r business." (socialmediatoday.com)

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    The medium and large jets, which are the two segments covered by Bombardier will represent a $228B market. It is a huge opportunity for Dassault Falcon. During the last years, Dassault Falcon has lost market shares even if it was the smallest of the big jet constructors. Embraer and Cessna are also losing their leading positions while Gulfstream and Bombardier are performing really good. It could be really useful to be inspired by their social media strategy.

  • DASSAULT FALCON SOCIAL MEDIA STRATEGY

    Dassault Falcon has different social media channels: Facebook, Twitter, Google+, LinkedIn and YouTube.

    Dassault Falcon is using the duplication strategy. (Cf Appendix 1)

    Each content is duplicated on each social media channel, in the exact same terms and descriptions. Only the specificity of the hashtag is used on Twitter. Duplicating publications on social networks allows the company to reach a maximum of people. Why? Most people do not spend an equal time on each social network. For example, some people will be Facebook addicts while other people will spend their time on Twitter. Duplicating enables to provide the same information to everybody. In addition, social networks are the least costly way of advertising a brand. Therefore, duplicating content is not an expensive advertising.

    Yet, in addition to not being able to tailor the approach according to the specificities of each audience, duplicating content may be risky. Indeed, followers could lose interest in the brand because of content which is too much repetitive. What is more, by duplicating content, the company depraves itself of a powerful way to leverage content and make the most out of each channel.

    The real challenge for the company hence lays in its ability to create consistency across channels while providing customized and diversified content. Right now, consistency among social media channels is created by the enforcement of categories (Performance, Design,etc) that remain the same on all media.

    The Sales, Marketing and Design departments are located in Teterboro, NJ (USA). The company hires a director of Sales and Marketing. A quick search on LinkedIn has enabled to find out about the social media strategy being handled by the manager of communications of Dassault Falcon Jets who is located in Teterboro.

    STRENGTHS WEAKNESSES

    COMPELLING CONTENTINSPIRATIONAL CONTENT

    NO FORMAL LOOKING SOCIAL MEDIA BRAND PAGES

    INACTIVITY ON INSTAGRAMFEW FOLLOWERS

    LOW FOLLOWER ENGAGEMENT

    OPPORTUNITIES THREATS

    INSTAGRAM (leading social media platform)CELEBRITY ENDORSEMENT

    PARTNERSHIPS WITH INFLUENTIAL SOCIAL MEDIA PERSONALITIES

    COMPETITORS ONLINE PRESENCENEGATIVE COMMENTS

    FAST SPREAD OF INFORMATION INCLUDING AND ESPECIALLY PROBLEMS

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  • LinkedIn

    With over 360 million members worldwide, LinkedIn is one of the main social networks (alongside Facebook, Twitter and Google+). For business to business, LinkedIn is a critical tool that can make your prospecting faster, smoother and, ultimately, more profitable. LinkedIn is crucial for the private jet industry because the aircrafts are mainly used by executives in a business context. LinkedIn is the global reference for professional social networks, where the individual targets and companies are located. It offers to encourage trial, facilitate purchase and create loyalty in the same place if it is used in a customer-oriented way. Currently, Dassault Falcon uses its LinkedIn page as a corporate vitrine, showcasing their business. They currently have 22k followers while Gulfstream has 77k followers by clearly using their page as a commercial driver. Bombardier, the market leader is managing its page by combining a corporate and a commercial vision, orienting its marketing to its 207k followers/customers.

    LinkedIn matters because: It is the right context. LinkedIn isnt intended to replace face-to-face interactions in this

    industry, instead, it optimizes the ability to know more about people & the market. It offers to leverage connections. People are in average 5x more likely to engage with a page

    if the outreach is through a mutual connection. This industry is highly based on recommendations.

    It allows to know the targets behavior. Effective sales prospecting requires communicating in a way that gets noticed. LinkedIn allows a personalized way to connect with professionals.

    The right way to inspire, become an evidence as a private jet constructor and generates sales on LinkedIn is:

    Make the profile reflect the business. Dassault Falcon is innovative, creates detailed-oriented aircrafts and aspire to be the leading company in the medium and large jets. They have to post all of this values, not only the job opportunities. The LinkedIn page has to be a knowledgeable resource.

    Engage with insights. Dassault Falcon is part of a technical industry so they can share valuable information to initiate and maintain a relationship. It is really important in a business-oriented industry because executives are looking for a cheaper, faster and better

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  • mean of transportation. With insights, presented with inspirational pictures or videos, the posts should get shares, likes and comments. In that way, it spreads the word to the connections of the people engaged and it is a huge opportunity to get feedback from the target.

    Build relationships and trust with people. Nobody will buy a $40+ million jet without having a serious trust on it. This trust can come from its personal opinion based on various appreciation but also from a recommendation. For all of it, social media and reviews from relations are useful. LinkedIn can create this also if Dassault Falcon interacts directly with the prospects online.

    Today, Dassault Falcon, which is an expert in building prestigious airplanes, is not an expert in communicating online as the customer is commenting here on the left:

    Conversely, Gulfstream on the right is an example on LinkedIn, by sharing inspiring, professional and engaging content like the following one. Dassault Falcon should also implement a content strategy optimized.

    Facebook

    Facebook is a social network often used in o r d e r t o p r o m o t e businesses for several reasons. First of