hk d2 amsterdam - air baltic case
DESCRIPTION
At the Hill&Knowlton Demystifying Digital event in Amsterdam on April 14 2011, Karlis Smiltens, Web Marketing Manager at Air Baltic, shows how the airline company used social media to communicate successfuly with clientsTRANSCRIPT
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How to catch online sales pioneers for
travel website
Karlis Smiltens
Web Marketing Manager
April, 2011
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What will be our roadmap?
driving traffic to website
content as guarantee of success
usability above all
doing business online
Facebook FanDay to learn from
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Network
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15 years old
LCC from 2004
hybrid business model from 2008
transit airline in North Hub Riga
awarded as pacesetter
airBaltic – fast growing airline
The Airline Pacesetter AwardairBaltic 2010
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STRONG BRAND PRESENCEgenerates traffic to website
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Social media not only for chat
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Entertain to display brand
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Good old offline
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Brand advocates
the leaders of thought
spread news in their community
will speak for your brand in tough times
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SPEAK THEIR LANGUAGEUseful content, meaningful design
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Habits are stronger than online copywriting
people expect to find things as they are used to finding them
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Allow to read what they searched for
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Make your call to actions clear
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Visitors need practical information
customers don’t come to admire website
they come to find answers, the sooner the better
they may used saved time to shop around
design should come from content and not v.v.
design helps to highlight content
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Don’t speak as Radius12 to ATC about EVRA 36R
importance of finding content
more important is to understand content
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Use social media as test-lab for content
helps to understand sentiment of local market
cultural aspects can be transformed to site content
followers will not hesitate to comment while website visitors will just leave
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... till volcano #ashtag comes!
No warnings, just alarm goes on – like in firefighters depo
Twitter and Facebook helps to unload traditional communications channels – phone, e-mail, fax, ticket offices
#ashtag becomes really social as people help each other with advices, shared transport and hotels
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KNOW YOUR CUSTOMERSand convert them into sales
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Online and offline shopping is different
online shopping is much faster
customer wants to be sure he/she gets best deal
he/she will not scan the whole web
trust factors are important
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Timing is important for upsell
right products at right time
targeted offers to specific segments
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Social shopping becomes more important
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Social shopping with your friends as new trend
Tested and confirmedby your friends:
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WE DID, WE FAILED, WE SUCCEEDFacebook FanDay
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Allow customers to improve your product
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Special does not mean good
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Ask your friends to decide
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FanDay for friends make them happy
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Interaction
Clear feedback on available price levels
Response rate from different markets/countries
Market demand in different seasons
Incremental revenue
Results make shareholders happy
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relay on traditional methods, but use new media to stimulate
highlight content with best practice from usability and functionality
pay attention to upsell items and by all means use data the social media & technologies can provide
don’t be afraid to experiment – people will forgive mistakes, but never stop blaming for unresponsiveness
Keep this as shortlist in your diary
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Thank you!