DELTA AIR LINES, INC.1

Re-energizing Traditional Marketing with Social MediaWhere Social Media & Traditional Advertising Meet

DELTA AIR LINES, INC.3 04/18/23

2011 Keep Climbing Focus• With the launch of our brand campaign, we’ve made a public promise to improve the travel experience

• Delta is making good on this promise by listening, leveraging social insights, and providing unique engagement experiences through social media

• Through social platforms, our customers can better connect with us by sharing their thoughts & experiences, hearing directly from us on topics that matter to them and by Delta demonstrating our human side of the brand

DELTA AIR LINES, INC.4

Current Delta ChannelsTwitter:

Three Twitter accounts to serve a variety of strategic and customer needs

@Delta- Interact with customers about product, loyalty, & promos

- Speaks on behalf of the Brand @DeltaNewsRoom

- Engaging media, influencers, & bloggers - Speaks on behalf of the company

@DeltaAssist

- Engaging customers real time & providing assistance with questions, compliments or complaints

- 8 Reservations agents providing 24/7 service, speaks on behalf of customer service & as brand ambassadors

Facebook: Write & create content to encourage

engagement (commenting and liking). Creating a community.

“Virtual activations” that include sponsorships (GRAMMYs, Yankees, etc), social causes (BCRF, Habitat) & promotions

Unique engagement experiences include Delta Ticket Counter Booking Tool (social commerce), Delta Assist & Keep Climbing tab

BLOG: Under the Wing- Celebrating Delta culture,

news from across Delta, & an inside view of Delta happenings

Frequent landing page for more information on content shared in short form on Twitter or Facebook wall

YouTube: • Supports & houses all official Delta Video

content• http://www.youtube.com/user/DeltaAirLines

DELTA AIR LINES, INC.5

@DeltaAssist

• Created in May 2010 as a way to interact and engage with customers in a meaningful way.• Staffed with 4 Customer Service Agents; M-F 8-6 ET. Expanded now to 12 agents; 24/7.• Services offered:

1. Answer questions on policies & procedures

2. Travel help (airport, online bookings, post-travel questions)

3. Rebooking assistance (for travel disruption)

4. Complaint resolution

5. Random/fun questions: best dining in XYZ to hummus type served

• Received lots of media recognition & praise

• Expanded DeltaAssist to Facebook

DELTA AIR LINES, INC.6

What Customers are Saying

1. @DeltaAssist This service on twitter is Nordstrom style customer service. Thank you. Excellent

2. Thanks to the social media team @Delta (DeltaAssist!) for renewing my faith in customer service!

3. @DeltaAssist is amazing. Flight help, SM help and CS provided thru empowered employees! What a novel idea :) Keep up the great job @Delta

4. @DeltaAssist Thx for your support tracking down the luggage of my sons in NYC. This is a great medium. Much appreciated!

5. @DeltaAssist was very helpful in figuring out my flights tmrw. maybe this is the future of "customer" service... sigh.

6. @DeltaAssist ^jd i really appreciate you helping me with my canceled flight, you just saved a x-mas thanks and merry x-mas #deltarocks

7. Big thanks to @deltaassist for tangible response after crappy travel situation. missed daughter's Christmas party but @delta made it right.

8. Anxious to see colleagues/friends in Long Beach. Delay in MSP = missed connection in SLC. Thanks to @DeltaAssist for the contingency plan!

9. Put comment on twitter. Quick reply. Quick research & answer. @DeltaAssist one of the best customer service experience ever #delta @Delta

10. OK, @delta has rebooked me via Paris on Tuesday, all done via Twitter, no waiting. Thanks @deltaassist

DELTA AIR LINES, INC.7

Twitter Volume & Sentiment

DELTA AIR LINES, INC.8

Keep Climbing Ads, Tab & Modules

DELTA AIR LINES, INC.9

General Volume Trend

DELTA AIR LINES, INC.10

Facebook Users & Likes

0

200

400

600

800

1000

1200

1/1/11 1/31/11 3/2/11 4/1/11

DateMonthly Active Users (in 100s)Daily New LikesLinear (Monthly Active Users (in 100s))

DELTA AIR LINES, INC.11

Facebook Tab MeasurementWeek 1

Impressions & CTR By Landing Page Impressions & CTR By Message

Metric Total Delta FB tabClick Rate 0.17% 0.05% 0.05%

DELTA AIR LINES, INC.12