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Airlines 2.0Usingtechnologyforinnova2vebrandingthroughtherecession
FTMAFt.Lauderdale,April23,2009
ShashankNigamFounder&CEO,SimpliFlying
GlobalHead‐BrandStrategy,ACAAssociates
Key take aways...
What does a recession mean for airline brands?
How to tap on the latest technologies to get closer to the customers?
What have other airlines done to enhance their brands?
What are the risks involved in this approach and how to get started?
Simply, how to build a stronger airline brand in 2009
READY?
Let’s start by reviewing 2008
Total estimated losses for airlines
$4,000,000,000
Average drop in airline stocks
30%
Expected price of oil in mid-2009
$30Highest pric
e of a barre
l of o
il
$147
Expected number of airline bankruptcies in 2009
50
Cost of s
econd bag ch
eck-in
$50
Cost of c
hoosing a sp
ecific s
eat
$50
Average fu
el surc
harge
$200
RESULT?
CustomersFrustratedEmployeesManagement
In other words...
Loss of Brand Equity
Now What?
Airlines need to get closer to the customer again.
But how?
By interacting with the customers on their terms
By getting inside the fickle mind of the customer
By sharing the ownership of the brand
By revealing the personality behind the brand
By tapping on the latest technologies to do this
Bring in the social web...Community || Collaboration || Content || Co-Creation
55%
of consumers want ongoing conversations with companies and brands
89%
said they would feel more loyal to a brand if they were invited to take part in a feedback group.
Of these 89%,43% would like to see companies offering customer service through social media
37% would like companies to provide new ways to interact with the brand via social media
41% would like companies to solicit feedback
How to do it?
Interaction without interruption
A community for common interests
A community for a specific target group
A community for frequent fliers
A community in another community
Co-Creation
Customer often knows best
In the end, it’s the involvement that matters
Airlines need a Personal!ty
But first...
Airline food, anyone?
Em
bracin
g the
accid
en
tal spo
ke
spe
rson
Empowering the common man
Empowering the common man
Em
plo
yee
s blo
gging
A Holistic Strategy?Interaction without interruption
Co-creation
Having a personality
JetBlue Airwaysblogging...
JetBlue Airwayson Twitter...
JetBlue Airwayson eBay...
Great ideas.Now what?
Think about ROI$
Need not be just about money
To capture a specific market...
Go where the customer is.
It can be about engaging the employees
Goals, Actions, and Metrics
The key is to have a quantifiable measure of success beforehand
Risks? What Risks?
How to tackle risks?
How to give up control?
Recognize - What can go wrong?
Prepare - To involve the community
Be Resilient - Bounce!
How to get started?
1. Give ownership to one person or team
2. It’s OK to start small, but do it well
3. It may require a long-term approach to succeed
4. Success metrics may be different from other efforts
In Conclusion...
Airlines need to restore the trust in their brands...
Using the latest technology tools to build trust allows...
Interaction without interruption
Co-creation
Building of a personality
Firm implementation
It’s not the strongest of the species that survives, nor the most intelligent. It is the
one that is most adaptable to change.
Charles Darwin
Questions
Shashank Nigam
Founder & CEO, SimpliFlyingGlobal Head - Brand Strategy, ACA Associates
Email: [email protected]
Twitter: @simpliflying
