"Ready for take off" - Christian Lüdi
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Transcript of "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!