Eye4travel PPT

Karen Bates Global Director of Digital Marketing LATAM airlines Group

It´s all about the “sharing impulse!

• Human nature to share, we are social beings.

• Have our lives turned in to “post-size” snippets?

• Sharing when something is really good, suprising….Or when something is really BAD.

Harness the “sharing impulse” to generate Value

REACTIVE engagement

Gaining Fans

Proactive engagement

Meaningful relationships

“Know thy Customer”

Generate Value

Know thy Customer

REACTIVE Engagement

“Gain FANS

“PROACTIVE Engagement

Meaningful relationships

REACTIVE engagement

Gaining Fans

Proactive engagement

Meaningful relationships

“Know thy Customer”

Generate Value

Know thy Customer

REACTIVE Engagement

“Gain FANS

“PROACTIVE Engagement

Meaningful relationships

Know the market!

5 of top 10 Facebook Markets are in South America

…..So why is CL the country with least LAN

followers in South America??

What do they do?

Know thy customer WHO?

WHAT?

ARE THEY passionately….

HAPPY?

ANGRY?

….USE this Customer Info.

• Real-time alerts to different areas who need to react fast. • Real-time monitoring screens….really works to get people involved • Weekly/monthly info. in “Quality” process

• Define your social media objectives and therefore your social media

channels

Golden nugget #1: Sell SOCIAL on INSIGHTS not

$$$

REACTIVE engagement

Gaining Fans

Proactive engagement

Meaningful relationships

“Know thy Customer”

Generate Value

Know thy Customer

REACTIVE Engagement

“Gain FANS

“PROACTIVE Engagement

Meaningful relationships

Turkish Airlines Turkish Airlines

Reactive engagement

“Coming down to lower AC. In the meantime, hug a

neighbour for heat”

Smart hotel “It´s freezing

in the conference

room”

Morton´s NYC

Golden nugget #2: REAL-time response =

EXCEEDING expectations

US airways

REACTIVE engagement

Gaining Fans

Proactive engagement

Meaningful relationships

“Know thy Customer”

Generate Value

Know thy Customer

REACTIVE Engagement

Gain FANS

“PROACTIVE Engagement

Meaningful relationships

Gaining (Loyal) fans

Well-segmented PROMOTED

posts

Scavenger HUNTs

FUN, simple competitions

Facebook CUSTOM Audience

Engaging activities

Permanent presence at touch points

Please, NO voting

WHERE you promote will

make a difference

REACTIVE engagement

Gaining Fans

Proactive engagement

Meaningful relationships

“Know thy Customer”

Generate Value

Know thy Customer

REACTIVE Engagement

Gain FANS

PROACTIVE Engagement

Meaningful relationships

#1- One size fits all?

LAN: Facebook accounts for all main markets (10). TAM: 90% fans are in BR

#2 – Size isn´t everything….

Guess Top posts?

Welcome to Pope

Francisco

Happy New Year

Stir it up with our big sale one-way

fares

Win 2 tickets…

Shared an album

Where do you wanna go? Fares starting…

# 1 engagement

Where do we

fly? D.U.B.

A

Think spring with

fares from…

#1 comments

Golden nugget # 3 : Use Social Bakers

#2

Guess Top posts?

#3 Understand what your customers are passionate about?

Destinations + emotions (pride / experience)

Flying?

3.13%

3.02%

4.59%

REACTIVE engagement

Gaining Fans

Proactive engagement

Meaningful relationships

“Know thy Customer”

Generate Value

Know thy Customer

REACTIVE Engagement

Gain FANS

PROACTIVE Engagement

Meaningful relationships

To ensure a meaningful relationship:

Satisfy peoples

need to…

Expression

Connection

Recognition

Inspiration

#1 Capitalise on the desire to share…… photos

12,000 photos uploaded in

the first 3 hours

24,000 + photos in less than a week

More than 100,000 new

fans

Be prepared…….

Press Coverage

Be prepared..

767 Launch in Colombia

LAN in Colombia: We wanted to make the launch of the 767 as important for our customers as it was for us. .

So we decided to combine:

Andrés Cepeda (Singer)

A concert at 35.000 Feet.

Boeing 767

#2: Inspiring fans + generating national pride

• #LAN767TeLlevaACepeda was trending topic and one of 5 most popular twitter accounts during the 5 days of competition.

• 13.552 tweets using #LAN767TeLlevaACepeda. 19.619 brand mentions. 8K new followers

First Stage: Competition to win flights & tickets to see ACepeda

Using @LAN_Co y @AndresCepeda1 accounts we sent out questions to the finalists of stage 1. The 3 users who answered correctly in the shortest time were the winners.

Second Stage – BOEING 767

@LAN_Co @AndresCepeda1

• Características Boeing 767

• Rutas LAN • Cabina Premium Business

•Discografía •Conciertos •Fechas Especiales (Lanzamientos)

3rd stage: Live tweets of the onboard activation….and media coverage.

We decided to reward our fans by giving away 50 tickets

#3: Linking virtual and real worlds….with a fun and rewarding activity

16th September, 9AM, the wall of the Peru facebook page became a party!. Every hour a new clue was published so that followers could run to find the tickets which had been

hidden in the LAN offices

During the day, prizes were given in LAN offices all over PERU……creating a fun, relevant activity in all regional cities and at the same time generating internal

awareness of the power of social media.

And at the end of the day, the celebration continued…..by inviting those who had not taken part in the physical

Scavenger hunt, to use the application to share their most memorable trip on LAN

7 days of festivities

Raised the bar on interaccion levels within PERU

REACTIVE engagement

Gaining Fans

Proactive engagement

Meaningful relationships

“Know thy Customer”

Generate Value

Know thy Customer

REACTIVE Engagement

Gain FANS

PROACTIVE Engagement

Meaningful relationships

Thankyou

Karen Bates Global Director of Digital Marketing LATAM airlines Group