Kelsey Breaugh, Kate Burhop, Clifton Lewis, Chelsea Murbach, Levon Pierce

Your Thoughts On

Have you ever had a bad experience with

Delta?

Background• Founded in 1928 in Monroe, Louisiana

• Largest airline in the world serving 160 million customers each year.

• 356 destinations in 65 countries on 6 continents

• 80,000 employees worldwide and 700 aircrafts

• Annual revenues of $31.8 billion

Current Communication Initiatives

• Marketing and PR mostly in-house.• Some outside firms like Wieden+Kennedy Traditional Media• “Keep Climbing” campaign in March of

2011– Uplifting and positive. Shows the human side

of the company• National campaigns• Local campaigns in Atlanta and New York

Current Communication Initiatives Cont.

Online Social Media• Delta Blog• Three Twitter Accounts– @DeltaAssist, @Delta,

@DeltaNewsroom• Facebook• FlyDelta App• Flickr• LinkedIn• YouTube Channel– Inflight video went viral

Need for Social Media Monitoring

• Worldwide presence with hundreds of millions of customers

• Without monitoring their social media outlets, they will undoubtedly begin to receive negative feedback

• Many customers rely on social media outlets for help when things go wrong with their trip

• A way for Delta to stay in constant communication with their customers

Methodology• Keywords:– Delta Airlines – Delta Flights– Delta Customer Service

• Tools: Google Blog, Social Mention, Ice Rocket

• Credibility established by – Followers, “likes”, Alexa and Google

Insight

“@BadAstronomer: I won't fly on @delta until they remove potentially deadly antivaccine ads. http://is.gd/YrlQTQ @DeltaAssist< Terrible

Never happy when I fly @delta. Forcing me to check the bag I've carried on to 70 flights this year makes no sense. #middleseatonaredeye

Delta Airlines continues to fly OLD NASTY horrible smelling Northwest Airlines 757s. So much for their new cust service strategy!

Remember that time you'd just barely survived a US Airways flight into Atlanta, fought your way through a crowded hellscape of angry travelers, and then had to drag your bags to your car only to see some pampered Delta customer get into a brand new Porsche? You weren't hallucinating. @delta the delta iOS app is also a breath of fresh air.

Ppl ask why I use customer service on twitter. Here's why: I tweeted @deltaassist (Delta) with an issue. Response was less than 5 min.

Hands down, Delta holds the title of most improved. A year ago, it was ranked the worst airline for complaints in virtually every category. Now that the bumpy merger with Northwest has emerged from the turbulence, Delta has cut its complaint rate nearly in half.

Delta shuttling frequent flyers in Porsches

SWOT AnalysisStrengths• Effective at using different social

media platforms– Strong fronts in Twitter, Facebook,

YouTube, and on their blog

• @DeltaAssist

Weaknesses• Answers on @DeltaAssist

sometimes did not actually solve the problem– Anti-Virus ads

• Some of the social media channels were not consistently updated

SWOT Analysis Cont.Opportunities• Using social media to address their

weaknesses• Response to their controversial anti-

vaccination advertisement• Break up blog into different sections

based on different target marketsThreats• Southwest Airlines• Customer Complaints

Recommended Actions• Use the social media channels to let

customers know about new apps and programs the company has such as the Bag Tracker app.

• Creating podcasts and videos to show the human side of the company.

• Provide information on new flight meals and beverages.

• Provide exclusive deals for social media followers that allow them to get extra bags checked for free, etc.

Recommended Actions Cont.

• Design apps that customers use while on a flight.

• Solicit feedback from customers about flight experience or expectations.

• Design an interactive online game featuring Delta.