aerolineas y la revolución de las redes sociales

Aerolíneas y La Revolución de las Redes

Sociales

@RommelJimenez

Rommel Jiménez

April 8, 2023

Las comunicaciones sociales y la colaboración están terceras en la lista de Gartner para 2011.

Gartner recomienda a las empresas que "reúnan en una estrategia coordinada la administración de relaciones con el cliente, las comunicaciones

internas, la colaboración y las iniciativas de redes sociales públicas“.

Aerolíneas y La Revolución de las Redes Sociales

@RommelJimenez

AGENDA

1. La revolución de las Redes Sociales.2. Marketing en Redes Sociales - Reporte 2010.3. Redes Sociales + Aerolíneas.4. Avianca en Redes Sociales: Productos, Servicios y

Posibles Escenarios.5. Desarrollo de una Política de redes sociales.6. Integración con la Estrategia.

@RommelJimenez


@RommelJimenez

Social Media Revolution 2010 http://bit.ly/aIo1bE

1. La Revolución de las Redes Sociales.

http://bit.ly/aIo1bE

@RommelJimenez

The Cluetrain Manifesto

1. La Revolución de las Redes Sociales.

2. Marketing en Redes Sociales - Reporte 2010.

Use of social media marketing

We began by simply asking marketers if they use social media to market their businesses.The overwhelming majority (91%) indicated they were employing social media for marketing purposes.Small businesses were slightly more likely to be using social media.

@RommelJimenez

Experience with social media marketing

@RommelJimenez


The benefits of social media marketing

@RommelJimenez


Reduced my overall marketing expensesThe main financial cost of social media marketing is the time it takes to gain success. However, a significant percentage of participants strongly agreed that overall marketing costs dropped when social media marketing was implemented.Sole proprietors were more likely than others to see reductions in marketing costs when using social media marketing.

@RommelJimenez


By a long shot, Twitter, Facebook, LinkedIn and blogs were the top four social media tools used by marketers, with Twitter leading the pack by only a hair. All of the other social media tools paled in comparison to these top four.

Commonly used social media tools

@RommelJimenez


Tools used by those just getting startedFor those just getting underway with social media marketing, Facebook is ranked as their number-one choice, followed by Twitter and LinkedIn.

@RommelJimenez


How will marketers change their social media activities in the future?At least 67% of marketers plan on increasing their use of blogs, Facebook, video/YouTube, Twitter and LinkedIn

BlogsSurprisingly, marketers indicated that blogs were the top area in which they planned on increasing their social media efforts.Small businesses were much morelikely to be increasing their blogging activities.

@RommelJimenez


LinkedInB2B are significantly more likely toplan on increasing their useLinkedIn (72.1% of B2B versus59.1% of B2C).

@RommelJimenez


Social media tools people want to learn more about

@RommelJimenez


Tools marketers want to learn more about for those just getting started For those just getting underway, understanding Twitter tops the list, followed by Facebook, blogs and

LinkedIn.

@RommelJimenez


Social media outsourcing

The concept of social media outsourcing is relatively new. In addition, because so manymarketers are new to social media marketing, it may be another year before many warmto the idea of seeking outside assistance.However, the larger the organization, the more likely outsourcing is taking place. Forexample, 25.7% of large businesses and 25% of mid-sized businesses are currentlyoutsourcing, compared to only 10.6% of sole proprietors.

@RommelJimenez


Mobile smartphone marketing

Current activitySurprisingly, most marketers indicated they were using mobile networking apps (like Facebook on an iPhone) to interact with their fans.However, most are not involved with creating custom mobile apps, mobile advertising or optimizing their websites for mobile smartphones. Bigger businesses were more likely to optimize their websites and leverage mobile advertising.

@RommelJimenez


3. Redes Sociales + Aerolíneas.

@RommelJimenez

American Airlines presents John Legend & The Roots - Wake Up! - Free tickets for fans

http://bit.ly/burk5l

http://bit.ly/burk5l

@RommelJimenez


Social Media Lab

@RommelJimenez


The @DeltaAssist account is only open from 8 a.m. to 9:30 p.m. Monday through Friday. “We know we are a global airline, and we clearly know that we must expand our hours to 24/7 over time, but we wanted to start now to offer guidance and support for our customers before or during the travel process,” says Allison Ausband, Delta’s vice president of reservations, sales and customer care.

@RommelJimenez


Emerging Media Team

@RommelJimenez


@RommelJimenez


@RommelJimenez

Interview with Christi McNeill of Southwest Airlines

http://bit.ly/coLKrz


http://bit.ly/coLKrz

@RommelJimenez

4. Avianca en Redes Sociales

5. Desarrollo de una Política de redes sociales.

Gartner Identifies Seven Critical Questions to Ask

Before Developing a Social Media Policy

@RommelJimenez

What Is Our Organization's Strategy for Social Media?

There are many possible purposes for social media. It can be used for five levels of increasingly involved interaction (ranging from monitoring to co-creation) and across four different constituencies (employees, business partners, customers and prospects, and the social Web). It is critical that social media leaders determine the purpose of their initiatives before they deploy them and that those responsible for social media initiatives articulate how the organization's mission, strategy, values and desired outcomes inform and impact on these initiatives. A social media strategy plan is one means of conveying this information.

@RommelJimenez


Who Will Write and Revise the Policy?

Some organizations assign policy writing to the CIO, others have decided it's the general counsel's job, while in other cases, a self-appointed committee decides to craft a policy. It's useful to gain agreement about who is responsible, accountable, consulted and involved before beginning work on the policy and, where possible, a cross-section of the company's population should be involved in the policy creation process. It's important to remember that there is a difference between policy — which states do's and don'ts at a high level — and operational processes, such as recruitment or customer support — which may use social media. These operational processes need to be flexible and changeable and adhere to the policy, but each department/activity will need to work out specific governance and process guidelines.

@RommelJimenez


How Will We Vet the Policy?

Getting broad feedback on the policy serves two purposes. First, it ensures that multiple disparate interests such as legal, security, privacy and corporate branding, have been adequately addressed and that the policy is balanced. Second, it increases the amount of buy-in when a diverse group of people is asked to review and comment on the policy draft. This means that the process by which the policy will be reviewed and discussed, along with the feedback, will be incorporated into the final copy. A vetting process that includes social media makes it more likely that this will occur.

@RommelJimenez


How Will We Inform Employees About Their Responsibilities?

Some organizations confuse policy creation with policy communication. A policy should be well-written and comprehensive, but it is unlikely that the policy alone will be all that is needed to instruct employees about their responsibilities for social media. A well-designed communication plan, backed up by a training program, helps to make the policy come to life so that employees understand not just what the policy says, but how it impacts on them. It also explains what the organization expects to gain from its participation in social media, which should influence employees in their social media interactions.

@RommelJimenez


Who Will Be Responsible for Monitoring Social Media Employee Activities?

Once the strategy has been set, the rules have been established and the rationale for them explained, who will ensure that they are followed? Who will watch to make sure the organization is getting the desired benefit from social media? A well-designed training and awareness program will help with this, but managers and the organization's leader for social media also need to pay attention. Managers need to understand policy and assumptions and how to spot inappropriate activity, but their role is to be more of a guide to support team self-moderation, rather than employ a top-down, monitor-and-control approach.

@RommelJimenez


How Will We Train Managers to Coach Employees on Social Media Use?

Some managers will have no problem supporting their employees as they navigate a myriad of social media sites. Others may have more trouble helping employees figure out the best approach for blogs, microblogs and social networking. There needs to be a plan for how the organization will give managers the skills needed to confront and counsel employees on this sensitive subject.

@RommelJimenez


How Will We Use Missteps to Refine Our Policy and Training?

As with any new communications medium, some initiatives go exceptionally well, while others run adrift or even sink. Organizations that approach social media using an organized and planned approach, consistent with the organization's mission, strategy and values, will be able to review how well these initiatives meet their objectives and use that insight to improve existing efforts or plan future projects better.

@RommelJimenez


6. Integración con la Estrategia.

@RommelJimenez

The missing ingredient in most social media strategies

is actual strategy.

A good social strategy should work to increase the relevance of the brand, product or service for the people its trying to reach

@RommelJimenez

2011 Corporate Social Strategy Will Focus on Corporate Website Integration


@RommelJimenez

Social Commerce:Personalized and Collaborative Shopping Experiences


@RommelJimenez

American Airlines’ AAdvantage Facebook Fans grow 84 fold in 54 hours. The most successful

campaign ever by an airline?


http://bit.ly/f2dHUj



“Gartner defines a strategic technology as one with the potential for significant impact on the enterprise in the next three years. Factors that

denote significant impact include a high potential for disruption to IT or the business, the need for a major dollar investment, or the risk of being late

to adopt.”

@RommelJimenez

Rommel Jiménez

April 8, 2023

Sources:

www.gartner.comsimpliflying.com

www.emarketer.comwww.socialmediaexaminer.com

www.facebook.comwww.youtube.com

@RommelJimenez

Rommel Jiménez

April 8, 2023

http://www.gartner.com/

http://simpliflying.com/

http://www.emarketer.com/

http://www.socialmediaexaminer.com/

http://www.facebook.com/

http://www.youtube.com/

aerolineas y la revolución de las redes sociales

Documents

social media

social media

operational

sole proprietors

small businesses

twitter

employees

involved