Prof. LIVIO HUGHES & JUAN BAUTISTA GARCÍA ALCÁZAR

Digital Communication, brand awareness & social media

Final Individual Assignment

IBERIA & Social Media

Session 8

By: Eduardo FerreiraMasters in Digital Marketing

Introduction

IBERIA has requested an introduction on Social Media.

Purpose

To provide:

• Overview of what this social-networking-media-web 2.0ʼ is all about.• How social networking is and can have an impact on the Brand, Business & Site objectives. • How IBERIA can benefit from a presence in Social Networking.• Overview of what the competition is doing.

Brand AwarenessSales

Brand Awareness (WOM)

Traffic

IBERIA’ Site & Business OBJECTIVES

Customer Loyalty

objectives

Sales (E-tickets)

• Gender: Mostly Male

• Age: 35 to 49 and 50+

• Heritage: Caucasian and Hispanic

• Income annual more than $60,000 • Education: College Educated

What is the demographic profile of current IBERIA.com site visitors & CUSTOMERS?

TARGET

IBERIA currently flies to 38 domestic and 82 international destinations in 44 countries across Africa, Americas, Asia and Europe

Which countries does IBERIA target?

Definition: At its most basic, social media is a shift in how people discover, read andshare news, information and content (communication); transforming people fromcontent readers into publishers.

SOCIAL MEDIA PLATFORMS & KEY PLAYERS

What is Social Media?

Traditional Marketing• One way communication• Corporate talk formal• Corporate created content• Newsletters/emails• Doing Communications• Limited Distribution Channels

New Media Marketing• Multidirectional communications• Authenticity & transparency; informal• User created content (co-creation)• Blogs, Social networks, SMM• Building Communities• Unlimited distribution channels

How does traditional marketing compare to social media?

Effective Marketing Mix

• Targeted increase of website traffic• Growing brand awareness• Conversions and sales• Customer Loyalty

What will IBERIA expect to gain from Social Media and How?

Objectives

HowWhat

IBERIA can achieve its Site Objectives by targeting key social networking sites. On these sites they can interact with customers within their demographic profile and geographical segmentation. The key for IBERIA is to have a presence where their target audience socializes.

By 2010, millenials will outnumber baby boomers •  $350 billion in spending power •  Spend over 16 hours a week online •  96% have joined a social network •  They care about what their friends think and what they like, not traditional marketing and ads

•  41% of baby boomers have visited a social networking site•  +55 Women fastest growing demographic on Face book•  More stable, dependable income

Millenials

Baby Boomers

The social networking demographics are a good match today and in the future for IBERIA’s Target.

What is the number of Social Networking Users by Country?

The reach potential within IBERIA’s geographic segmentation in Social Networking sites is over 200 million users. The opportunity to raise brand awareness and position key offerings to the target customer is significant.

So which Social Networking Sites should Iberia target?

Twitter is a free social networking and micro-blogging service that enables its users to send and read messages known as tweets. It has over 8 million active users.

Objective What How

Brand Awareness

& Brand Monitoring

Employee Leader Board

It would show who is on Twitter and the number of followers.

Traffic & Sales

IBERIA on Twitter

Set up a page for Twitter on the IBERIA site. Link the page to every other page on the site with the words What are IBERIA employees doing right now?

Customer Loyalty

Recognizing IBERIA loyal

fans

Set up special Twitter tracking pages or links for some of its top followers & customers.

Why Tweeter

• Demographic targeting • Instant feedback

• Build connections & reach prospects

• Increase brand awareness

• Customer Support (respond to customer queries)

• Improve reputation

Objective What How

Brand Awareness

& Brand Monitoring

Company Profile

IBERIA can create a Face book Profile with information about the company and its capabilities.

Traffic & Sales IBERIA Group

IBERIA can send relevant product and brand news and promotional offerings to its list of friends and members of the IBERIA group.

Customer Loyalty

Recognizing IBERIA loyal

fans

Join Face book Groups. In doing so they can spread WOM and recruit friends to their list.

Why Face book

• Face book fan pages, Ads and groups.

• Sharing content about its products.

• Conversational marketing.

• Demographic Targeting

• Top 100 most influential bloggers are on face book.

Face book is a social networking website intended to connect friends, family, and business associates. It has over 300 million active users.

Objective What How

Brand Awareness

& Brand Monitoring

Company Channel &

own Videos

IBERIA can create a YouTube Account with videos showing images on its fleet of planes, routes and faces of people. Initially videos will be created by IBERIA.

Traffic & Sales

User Generated

Videos

Creating the viral effect is every advertiser’s desire. If IBERIA can create a Buzz then users will product their own Videos and spread virally.

Customer Loyalty

Co Created Videos

IBERIA can work on co-creation videos where the consumer can play a part in the design and production of the videos. Things like promotional video contests.

Why YouTube

• Demographic targeting

• Video has higher engagement and conversion rate than other media.

• Over 3,000 content partnerships to provide relevant ads.

• YouTube Insight to track, monitor and measure campaign success.

YouTube is a video sharing website on which users can upload and share video. It has over 300 million active users.

Objective What How

Brand Awareness

& Brand Monitoring

Use your web site

address as your Flickr

screen name

The IBERIA screen name will be attached to every photo that is uploaded, every message that is posted in a Group discussion.

Traffic & Sales

IBERIA Profile

In the profile, IBERIA can provide “about us” information including the website address. It can also upload a “Buddy Icon” in the profile system, make the IBERIA logo the icon.

Customer Loyalty

Take part in the Flickr

community

IBERIA employees or assigned representatives to take part in community discussions.

Why Flickr

• Demographic targeting

• Can share photos of travelers that have used Iberia for their travel needs.

• 7th most trafficked social networking site.

Flickr is a web site that offers photo sharing and a host of related services for users of any level — beginners to professionals. It has over 5 million active users.

Objective What How

Brand Awareness

& Brand Monitoring

Virtual IBERIA

Platform

IBERIA can buy virtual property. In this property they can use an avatar to hand out company information about the brand and products.

Traffic & Sales

Experience virtually IBERIA

products and

services

IBERIA can also invite customers to a virtual tour of the IBERIA planes, fly to virtual travel destinations where IBERIA flies, inform users of offerings and promotions, and encourage users to visit the website for purchases.

Customer and

employee Loyalty

Education & Training

IBERIA can host education and training sessions for associates as well as customers. These can be product and training focused.

Why Second Life

• Demographic targeting

• Customers can experience virtually the company’s products and services from the comfort of their homes.

• Instant feedback.

• Closer interaction and engagement with customers.

• Cost effective way to educate and train customers and associates in products and offerings.

Residents can explore, meet other residents, socialize, participate in individual and group activities, and create and trade virtual property and services with one another, or travel throughout the world (which residents refer to as "the grid”). It has over 3 million users.

What are competitor’s doing in Social Networking sites?

Four Airlines using Social Media Productively

• Southwest Airlines• JetBlue Airways• Delta Airlines• Virgin America

Option One: Do it yourself

a) Lots of free tools like Google alertsb) But it’s time-consumingc) You’ll need to pay someone to monitor the datad) If you want to respond you need to speak the ‘language’e) If you miss something, too badf) Great for small businesses without many conversations

A Professional Monitoring Tool like Dialogix

g) Costs around $400-$1500 a monthh) No need to chase the data, it comes to youi) You can see who is doing the talkingj) You can get advice on how to respondk) You know you won’t miss anything because someone else is doing the

watchingl) You can benchmark against your competitors and chart data

How can IBERIA track, monitor and measure what is being said about the brand on Social Networking Sites?

Final Comments

• Meet Site Objectives• Socialize and engage with target customers in key social networking sites.• Profit from the “explosive “ growth of Social Networking sites.• Online tools to track and monitor what is being said about the IBERIA brand.• Measure the success of the brand’s activities in Social Networking sites.• Gain a competitive advantage and best practices from other companies in the industry.• Tailor offerings to the relevant needs of customers based on their feedback in social networking sites

Why Social Social Networking makes sense for IBERIA?

Twitterhttp://en.wikipedia.org/wiki/Twitterhttp://www.alexa.com/siteinfo/twitter.comhttp://www.quantcast.com/twitter.com#traffichttp://harpsocial.com/2009/07/10-benefits-of-twitter-for-businesses/

Face book

http://www.wisegeek.com/what-is-facebook.htmhttp://www.alexa.com/siteinfo/facebook.comhttp://www.quantcast.com/facebook.com#summaryhttp://ezinearticles.com/?How-to-Get-Maximum-Benefits-From-Face book-Marketing&id=3299960

YouTube

http://www.quantcast.com/youtube.comhttp://www.alexa.com/siteinfo/youtube.comhttp://www.youtube.com/http://en.wikipedia.org/wiki/YouTube

References

FLICKR

http://www.quantcast.com/flickr.comhttp://www.knowtebook.com/uploaded/2008/07/flickr.pnghttp://www.alexa.com/siteinfo/flickr.comhttp://www.flickr.com/http://www.smallbusinesssem.com/articles/marketing-on-flickr/

Second Lifehttp://secondlife.com/http://www.alexa.com/siteinfo/secondlife.comhttp://www.quantcast.com/secondlife.com#summaryhttp://en.wikipedia.org/wiki/Second_Life

What is Social Media: www.sxc.hu/profile/nickwinch >