Lufthansa in Social Media- customer engagement strategy
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This is the social media strategy of Lufthansa USA, as shared during the Eye4Travel "Social Media in Travel" conference in San Francisco, on March 2, 2011. Lufthansa has exclusively made this presentation available to SimpliFlying.com
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Lufthansa in Social Media- customer engagement strategy
- 1. Travel made Social - Social Media Best Practice for Airlines Nicola Lange, Director Marketing and Customer Relations, The Americas Lufthansa German Airlines San Francisco, March 2nd
- 2. Lufthansa: Corporate facts & figures, Jan-Sep 2010 Lufthansa Airline Group Revenue: 15.4bn EUR Employees: 56,965 Lufthansa Technik LSG Sky Chefs Revenue: 3.0bn EUR Revenue: 1.7bn EUR Employees: 20,244 Employees: 28,435 Lufthansa Cargo Lufthansa Systems Revenue: 2.0bn EUR Revenue: 0.4bn EUR Employees: 4,499 Employees: 2,955 Nicola C. Lange Seite 1 Director Marketing and Customer Relations, The Americas Lufthansa German Airlines
- 3. Lufthansa offers a global network Cities Countries Europa: 148 42 North America: 22 3 South America: 4 4 Middle East: 15 12 Africa: 38 31 Asia / Pacific: 29 14 = 10.623 flights per week, … from Frankfurt 256 cities in 106 countries … from Munich … from Zurich … from Vienna Nicola C. Lange Seite 2 Director Marketing and Customer Relations, The Americas Lufthansa German Airlines
- 4. Lufthansa product Nicola C. Lange Seite 3 Director Marketing and Customer Relations, The Americas Lufthansa German Airlines
- 5. Until 2009 we had multiple marketing activities across the board, cross channel integration and enhanced interactive experience lufthansa.com Online Media eCRM Sweeps Interactive Social Video Experience Media Email Search Mobile OOH Print Radio Collateral Nicola C. Lange Seite 4 Director Marketing and Customer Relations, The Americas Lufthansa German Airlines
- 6. But there was a bigger opportunity for greater impact by turning Lufthansa into a Most LinkedTM Airline Brand Nicola C. Lange Seite 5 Director Marketing and Customer Relations, The Americas Lufthansa German Airlines
- 7. Being the Most Linked is about creating breadth and depth for the brand through as many relevant engagements, inspired by your core brand values. Most Linked Word-of-mouth Greater brand equity Conversations not messages Visibility Hits Bigger digital footprint Community not audience Value Shareability Multiple engagements Engagements not touchpoints Nicola C. Lange Seite 6 Director Marketing and Customer Relations, The Americas Lufthansa German Airlines
- 8. Major social media marketing activities and milestones in the U.S. during the last 18 months February 2011: Catch the A380 Crew February 2011: A 380 Seat Tweet November 2010: Cloudstream April 2010: April/May 2010: iPhone Campaign MySkyStatus 2.0 MySkyStatus Mobile Oktober 2009: MySkyStatus Oktober 2009: Launch Twitter Account Seite 7
- 9. Brand Campaign 2009: With MySkyStatus we started to add utilities to the strategic marketing mix and we continued this strategy in 2010. www.Lufthansa.com Print Advertising / Out of Home Advertising Smooth sailing Network Product microsite Flight tracker call-to-action Campaign home Added utilities Longer fairytales Marketing URL Network Flight tracker call-to-action MySkyStatus Utility Banners Utility 2 Flight tracker call-to-action Utility 3 Search E-Mail “Lufthansa Flight Status” Utility 4 Online Banner / Search Landing page with utility Free (Social) Media Seite 8
- 10. www.lufthansa.com/MySkyStatus Seite 9
- 11. www.lufthansa.com/MySkyStatus Seite 10
- 12. MySkyStatus generated some impressive results in only 3 months 229,208 visits (29.01.2010) > 35,667 Tweets from 184 countries > 509,978 pages views Average time spent: 1:21 (min.) 71,300 Google search results Seite 11
- 13. MySkyStatus Results 8 weeks after launch ! Goals As of December 4 Receive 100K clicks from paid media 30,000 clicks from paid media Receive 10K clicks from viral +140,000 clicks from unpaid media 1,750 Tweets +16,000 Tweets 30 Google search results +48,000 Google search results 20 member in our facebook fan page (without any 466 member in our facebook fan page (without any promotion) promotion) Seite 12
- 14. With MySkyStatus 2.0 we migrated the application to a more robust IT platform allowing several additional features 453,363 total visitors since the launch in 2009 354,255 unique visits since launch in 2009 3,969 total registered users since launch (May 2010) Nicola C. Lange Seite 13 Director Marketing and Customer Relations, The Americas Lufthansa German Airlines
- 15. MySkyStatus was successful because… It’s a one of a kind tool and it fulfills a travelers needs Ease of use, the tool is simple and user friendly The tool is offered to all travelers, not just Lufthansa It’s viral, traveler’s friends learn about MySkyStatus just by following them on facebook and twitter Nicola C. Lange Seite 14 Director Marketing and Customer Relations, The Americas Lufthansa German Airlines
- 16. Mobile MySkyStatus launched on April 1st with our Spring Strategic Campaign 2010 and had more than 360,000 visits since then mobile MySkyStatus portal version Account Settings Viral push MySkyStatus Button on Lufthansa mobile portal linking to MySkyStatus mobile portal 5 Nicola C. Lange Seite 15 Director Marketing and Customer Relations, The Americas Lufthansa German Airlines
- 17. Who can help us? Nicola C. Lange Seite 16 Director Marketing and Customer Relations, The Americas Lufthansa German Airlines
- 18. Reach – over 5 million with ten Tweets 1.99 Million 1.57 Million 481 Thousand 448 Thousand Posted two consecutive days 288 Thousand 121 Thousand 62 Thousand 53 Thousand 47 Thousand Nicola C. Lange Seite 17 Director Marketing and Customer Relations, The Americas Lufthansa German Airlines
- 19. In December of 2010 we introduced our latest innovation in digital and social media marketing, a utility called CloudStream. Results by Feb 2010: • 27,796 visits • 5,657 carry on’s • 12,300 google search results for “Lufthansa CloudStream” Nicola C. Lange Seite 18 Director Marketing and Customer Relations, The Americas Lufthansa German Airlines
- 20. Lufthansa Facebook Page: 175,000 Fans Nicola C. Lange Seite 19 Director Marketing and Customer Relations, The Americas Lufthansa German Airlines
- 21. Facebook local tab – 27,294 US based fans Nicola C. Lange Seite 20 Director Marketing and Customer Relations, The Americas Lufthansa German Airlines
- 22. A380 SeatTweet - overview Nicola C. Lange Seite 21 Director Marketing and Customer Relations, The Americas Lufthansa German Airlines
- 23. Twitter – 15,636 followers 4 day SeatTweet sweepstakes •Consistent and steady growth. •Quality of followers not quantity Nicola C. Lange Seite 22 Director Marketing and Customer Relations, The Americas Lufthansa German Airlines
- 24. Catch the A380 crew Nicola C. Lange Seite 23 Director Marketing and Customer Relations, The Americas Lufthansa German Airlines
- 25. LH Social Media Fundamentals: Customer-involvement drives the brand relationship as part of customer‘s daily life – beyond the flight Social Media Marketing Mission: “To help our customers to become better connected travelers – offline & online.” 1. Be there where our customers are 2. Create digital benefits 3. „Social features“ along the travel chain MemberScout 4. Share the affinity to the brand 5. Focus, cooperation & co-marketing Activities are chosen depending on the target group, reach and level of engagement Nicola C. Lange Seite 24 Director Marketing and Customer Relations, The Americas Lufthansa German Airlines
- 26. A strong brand is a trustful brand which is also reliable when it counts in crisis situations • Integration of Social Media in crisis team • Realtime status updates of situation • Taking pressure away from call centers • Knowing customer‘s questions & needs • Taking care of customers by all means Nicola C. Lange Seite 25 Director Marketing and Customer Relations, The Americas Lufthansa German Airlines
- 27. Finish! Seite 26