strategic

transportation

& tourism

solutions

Session SE104 The Use of Social Media from an Airline Perspective

49th ICCA Congress & ExhibitionOctober 24, 2010

Session Outline

1. Opening Remarks Paul OuimetExecutive Vice PresidentInterVISTAS Consulting Inc.

2. Case Study Sus NygaardManager, Conventions &

EventsScandinavian Airlines

3. Round Table AllDiscussion

2

Internet Usage

2009 Y-Partnership Study:

66% of leisure travelers now use the Internet to plan some aspect of travel(compared to 35% in 2000)

56% of travelers make reservations on-line

35% use web 2.0 and social media applications to learn about destinations/travel deals

Internet Users in the World -2009(millions)

Source: Internet World Stats.

3

Web 2.0

2010 Expedia Media/Revel Study:

82% of social network users selected leisure travel destination online in the past 12 months, versus just 68% of non-users

44% indicated staying on top of latest travel information was most important social media benefit

The Shift in Consumer Communications

The traditional media model is a monologue

– Advertising

– Public Relations

– Sales

The social media model is a dialogue

– Facebook

– Myspace

– Twitter

4

The Points of Impact

5

MESSAGE CONTROL: Medium

IMPACT: Medium to high

MESSAGE CONTROL: Low to medium

IMPACT: High

Source: Fleishman - Hillard

World’s Largest Customer Base

China India Facebook

Millions

6

Top 5 Social Networking Sites

Site Unique Monthly Views

550 Million

91 Million

90 Million

50 Million

42 Million

7

Social Networkers:Global Product Reviewers

1.2 Billion social networkers discussing, rating, recommending and critiquing products, services and experiences worldwide

Consumer power shift – the move from owning your brand to sharing your brand

Immediate commentary

– 65 million tweets per day

– 750 tweets per second8

The Social Media World

Social media is now mass media

– World’s largest online video community

– 2 Billion video views daily

• 2X the viewership of the 3 largest U.S. broadcasters combined

• Available in 29 languages

– Partnership deals with numerous media & entertainment companies

9

Social Networkers:Travel Product Reviewers

Largest travel community in the world and world’s most popular travel site

40 Million visitors to site monthly

40 Million reviews and opinions on1 Million+ travel businesses globally

10

Case Study: 2010 Olympic Games

Objective to showcase tourism destinations on 106-day Torch Relay to global audience

Integrated strategy of daily online videos & news feeds

11

Case Study: 2010 Olympic Games

Results:

– Generated online community of 400,000 people in21 countries who followed and discussed the journey

– Drove 2 million people to the Tourism B.C. website

– In the first six months of 2010, B.C. experienced 100,000 increase in overnight international visitors & CDN$200 million increase in room revenues

12

Case Study: JetBlue Airways

Airline’s “All You Can Jet” program promoted on Twitter

– US$699 for unlimited travel for one month on any flight

Notice sent to one million people who had signed up to receive “tweets” from JetBlue

– JetBlue Airways' All You Can Jet(TM) (#AYCJ(TM)) Pass is Back!

13

Case Study: JetBlue Airways

Results:

– Over one thousand tweets during the first day

– 24-hours after the first tweet, clicks to the airline’son-line route map jumped 861%

– All passes sold out 36-hours before promotion ended

14

“Twitter really drove this in so many ways, the focusfrom the beginning was to create a viral campaign”

Sebastian White, JetBlue Corporate Communications

Case Study: Akron-Canton Airport

First airport in the U.S. to blog and Facebook

– Launched CAK BlogPort on website in 2005

Currently uses several different social media channels

15

Case Study: Akron-Canton Airport

Results: Using Facebook to Enhance Customer Service

– Problem:

– Solution:

16

strategic

transportation

& tourism

solutions

Paul OuimetExecutive Vice President

InterVISTAS Consulting Inc.

paul.ouimet@intervistas.com