lufthansa in social media- customer engagement strategy

Nicola Lange, Director Marketing and Customer Relations, The Americas

Lufthansa German Airlines

Travel made Social -Social Media Best Practice for Airlines

San Francisco, March 2nd

Seite 1Nicola C. LangeDirector Marketing and Customer Relations, The AmericasLufthansa German Airlines

Lufthansa: Corporate facts & figures, Jan-Sep 2010

Lufthansa Airline GroupRevenue: 15.4bn EUREmployees: 56,965

Lufthansa TechnikRevenue: 3.0bn EUR Employees: 20,244

Lufthansa CargoRevenue: 2.0bn EUREmployees: 4,499

LSG Sky ChefsRevenue: 1.7bn EUREmployees: 28,435

Lufthansa SystemsRevenue: 0.4bn EUREmployees: 2,955


Lufthansa offers a global network

… from Frankfurt

… from Munich … from Zurich … from Vienna

Europa: 148 42North America: 22 3South America: 4 4Middle East: 15 12Africa: 38 31Asia / Pacific: 29 14

Cities Countries

= 10.623 flights per week, 256 cities in 106 countries


Lufthansa product


Until 2009 we had multiple marketing activities acr oss the board, cross channel integration and enhanced interactive experience

eCRM

lufthansa.com Online Media

Sweeps

MobileSearchEmail

VideoSocialMedia

Collateral

OOH

RadioPrint

InteractiveExperience


But there was a bigger opportunity for greater impa ct by turningLufthansa into a Most Linked TM Airline Brand


Being the Most Linked is about creating breadth and depth for the brand through as many relevant engagements, inspired by y our core brand values.

Most Linked

Word-of-mouth

Visibility

Hits

Value

Shareability

Greater brand equity

Bigger digital footprint

Multiple engagements

Conversations not messages

Community not audience

Engagements not touchpoints

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Major social media marketing activities and milesto nes in the U.S.during the last 18 months

Oktober 2009:MySkyStatus

Launch

April/May 2010: MySkyStatus

2.0

MySkyStatusMobile

February 2011:A 380 Seat Tweet

February 2011: Catch the A380 Crew

April 2010:iPhone Campaign

Oktober 2009:Twitter Account

November 2010:Cloudstream

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Brand Campaign 2009: With MySkyStatus we started to add utilities to the strategic marketing mix and we continued this strat egy in 2010.

� Campaign home� Added utilities� Marketing URL

Print Advertising / Out of Home Advertising

www.Lufthansa.com

Product microsite

Online Banner / Search Landing page with utility Free (Social) Media

Smooth sailing� Network� Flight tracker call-to-action

Longer fairytales� Network� Flight tracker call-to-action

Utility Banners�Flight tracker call-to-action

Search�“Lufthansa Flight Status”

MySkyStatus

Utility 2

Utility 3

Utility 4 E-Mail

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www.lufthansa.com/MySkyStatus

Seite 10

www.lufthansa.com/MySkyStatus

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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

MySkyStatus generated some impressive results in only 3 months

Seite 12

MySkyStatus Results 8 weeks after launch

Goals� Receive 100K clicks from paid media� Receive 10K clicks from viral � 1,750 Tweets� 30 Google search results� 20 member in our facebook fan page (without any

promotion)

As of December 4� 30,000 clicks from paid media� +140,000 clicks from unpaid media � +16,000 Tweets� +48,000 Google search results� 466 member in our facebook fan page (without any

promotion)

!


With MySkyStatus 2.0 we migrated the application to a more robust IT platform allowing several additional feat ures

453,363 total visitors since the launch in 2009354,255 unique visits since launch in 20093,969 total registered users since launch (May 2010)


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

MySkyStatus was successful because…


Account SettingsViral push

MySkyStatus

Button on Lufthansa mobile portal linking to MySkyStatus mobile portal

MySkyStatus mobile portal version

5

Mobile MySkyStatus launched on April 1 st with our Spring Strategic Campaign 2010 and had more than 360,000 visits sinc e then


Who can help us?


Reach – over 5 million with ten Tweets

1.99 Million

1.57 Million

481 Thousand

448 Thousand

288 Thousand

Posted two consecutive days

121 Thousand

62 Thousand

53 Thousand

47 Thousand


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 googlesearch results for “Lufthansa CloudStream”


Lufthansa Facebook Page: 175,000 Fans


Facebook local tab – 27,294 US based fans


A380 SeatTweet - overview


Twitter – 15,636 followers

4 day SeatTweetsweepstakes

•Consistent and steady growth.

•Quality of followers not quantity


Catch the A380 crew


1. Be there where our customers are

2. Create digital benefits

3. „Social features“ along the travel chain

4. Share the affinity to the brand

5. Focus, cooperation & co-marketing

Social Media Marketing Mission:

“To help our customers to become better connected travelers – offline & online.”

MemberScout

LH Social Media Fundamentals: Customer-involvement dri ves the

brand relationship as part of customer‘s daily life – b eyond the flight

Activities are chosen depending on the target group, reac h and level of engagement


A strong brand is a trustful brand which is also reliabl ewhen 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

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Finish!

lufthansa in social media- customer engagement strategy

Documents

lufthansa productnicola

multiple marketing activities

lufthansa airline grouprevenue

lange seite

bn euremployees

utilityfree social media

strategic marketing

bn eur revenue