kristie vanauken, senior vice president and chief marketing and communications officer using web 2.0...
TRANSCRIPT
Kristie VanAuken, Senior Vice President and Chief Marketing and Communications Officer
Using Web 2.0 to to Fly through Turbulent Skies
About CAKAbout CAK Passengers, destinations, brand essencePassengers, destinations, brand essence
New media, Web 2.0, Social Networking…no New media, Web 2.0, Social Networking…no
matter what you call it…it is transforming matter what you call it…it is transforming
communicationscommunications
Blog/ Facebook/ Flickr/ YouTube/ TwitterBlog/ Facebook/ Flickr/ YouTube/ Twitter Build community, listen, really get to know your customerBuild community, listen, really get to know your customer
Connect with key demographic group-YUAConnect with key demographic group-YUA
Sync our Branding, Advertising and Social MediaSync our Branding, Advertising and Social Media
What can you do with Web 2.0?What can you do with Web 2.0?
Using Web 2.0 to fly through turbulent Skies
Social Media TeamCAK
CAKairport (Ryan) CAKristie CAKairport (Ryan) CAKristie CAKElizabethCAKElizabeth
About the Airport
A marketing organization with an airport A marketing organization with an airport attachedattached Change chasersChange chasers Prepared to execute new stratgies quickly Prepared to execute new stratgies quickly
Lowest average fare in OhioLowest average fare in Ohio
Low cost operational modelLow cost operational model
On track to host more passengers than On track to host more passengers than
ever despite yucky economy and airline ever despite yucky economy and airline
industry chaosindustry chaos
Passenger growth
0
200000
400000
600000
800000
1000000
1200000
1400000
1600000
1997 1999 2001 2003 2005 2007
Passengers
LGA/TPA
BOS/ CLT/PHLDEN/LAS/RSW
ATL- FL
MCO
ATL-DL
Record breaker! Record breaker!
275% increase
The Essence of our Brand
Price + Experience = Price + Experience = A better way to A better way to gogo..®®
This comes first…no brand, no plan, no basis for social media messages and tacticsThis comes first…no brand, no plan, no basis for social media messages and tactics
New Media is Transforming
Our experimentation has blossomed into new Our experimentation has blossomed into new
opportunities to connect with customers (and potential opportunities to connect with customers (and potential
customers). Our plan is to transform the customer customers). Our plan is to transform the customer
relationship into relationship into one for lifeone for life rather than settling for an rather than settling for an
advertising acquaintance.advertising acquaintance.
Where are we: Blog/ Facebook Page/ Twitter/ Flickr/ YouTubeWhere are we: Blog/ Facebook Page/ Twitter/ Flickr/ YouTube
We Started with a Corporate Blog
2005 launched 2005 launched CAK BlogPort on CAK BlogPort on web siteweb site First blogging airport in the First blogging airport in the
USUS Great for SEOGreat for SEO Brand affirmingBrand affirming Evolving as we speakEvolving as we speak
Why Web 2.0?
Create a connection; Create a connection; deep dialog with deep dialog with “young upscale actives”“young upscale actives” 25-45 years old25-45 years old College educatedCollege educated $60,000 household income$60,000 household income Very comfortable in social networks- Very comfortable in social networks-
a preferred way to keep in touch with a preferred way to keep in touch with people and things that matter to thempeople and things that matter to them
CAK Fan Page on Facebook
YouTube and Flickr Offer Visuals
CAK on YouTube CAK Photostream on Flickr
Twitter is real-time dialog with customers
CAK on Twitter
Capture Hearts & Mind & Put Competition on Notice
Twitter Twitter
Brewed Fresh Daily Blog
The Payoff- New Customer who likes to tell people what he likes
Sync Branding, Advertising and Web 2.0
90% budget is in “traditional” marketing 90% budget is in “traditional” marketing channels: TV, radio, print, and online travel channels: TV, radio, print, and online travel agenciesagencies
Maybe deeper more valuable benefit from Maybe deeper more valuable benefit from social media endeavorsocial media endeavor Forward looking strategyForward looking strategy Communicate with customers in their space rather than common Communicate with customers in their space rather than common
platforms with top/down messagingplatforms with top/down messaging It requires commitment, just like any good relationshipIt requires commitment, just like any good relationship
We are committed to growing our web 2.0 We are committed to growing our web 2.0 strategystrategy
What Can You Do with Web 2.0?
Facebook Fan PageFacebook Fan Page Twitter- connect with customers and Twitter- connect with customers and
monitor competition monitor competition Videos of big events, special Videos of big events, special
announcements, capital plans, announcements, capital plans, customer testimonials, behind the customer testimonials, behind the scenesscenes
Blog or PodcastBlog or Podcast
Brainstorm! It’s up to you!Brainstorm! It’s up to you!
Kristie VanAuken, Senior Vice President Kristie VanAuken, Senior Vice President and Chief Marketing and Communications Officer (the lucky leader)and Chief Marketing and Communications Officer (the lucky leader)
THANK YOU!