ONLINE MARKETING SWISS HAUTE ECOLE VALAISANNE, SIERRE –

Präsentation zum Thema: "ONLINE MARKETING SWISS HAUTE ECOLE VALAISANNE, SIERRE –"—  Präsentation transkript:

1 ONLINE MARKETING SWISS HAUTE ECOLE VALAISANNE, SIERRE –

2 – 2 | 15th January 2010 - Haute Ecole Valaisanne, Sierre CONCLUSION 1. Online needs offline communication! 2. Online needs offline communication! 3. Online needs offline communication! – The more traffic you can generate your website, the more you sell – Selling thorugh its own channel (swiss.com), means high transparency for the customer (competition, OTA‘s, etc.) – High investments in the background (development, content, maintenance, advertising,...) – Customer targeted product palcement (swiss.com enables to sell the right product at the right time to the right customer) – e-Services ease your life

3 – 3 | 15th January 2010 - Haute Ecole Valaisanne, Sierre AGENDA 1. The world SWISS is living in. 2. Who is Swiss International Airlines? 3. Some insights about Sales Europe. 4. Online business becoming more and more imprtant.

4 – 4 | 15th January 2010 - Haute Ecole Valaisanne, Sierre AGENDA 1. The world SWISS is living in. 2. Who is Swiss International Airlines? 3. Some insights about Sales Europe. 4. Online business becoming more and more imprtant.

5 – – 2009 IATA expects losses of US$ 11 billion for the airline industry – this is nearly double the March estimate (2008: loss of US$ 16.8 billion; 2007: profit of US$ 12 billion). – Forecast for 2010: losses of US$ 5.6 billion – European carriers are expected to post losses of US$ 2.5 billion with collapsing demand for premium services in all major markets served by them. – Industry revenues are expected to rise by 4.9% or US$ 20 billion to US$ 478 billion. – Passenger traffic is expected to grow by 4.5%, – Air cargo demand is expected to grow by 7%. 2010, airlines are forecast to carry 37.7 million tonnes of freight, compared to 35.2 million tonnes in 2009 (2008: 40.5). – Slowly rising Revenues in yield: 0% (cargo), 0.9% (passenger). (IATA Forecast 15 december 2009) A GENERAL LOOK AT THE INDUSTRY 2010 – LESS POSITIVE PROSPECTS FOR 2010

6 – 6 | 15th January 2010 - Haute Ecole Valaisanne, Sierre 230% capacity increase NA ME India EU Asia / Pacific 150% capacity increase 580% capacity increase East and South Africa COMPETITION IS INTENSIFYING WITH OTHER INTERCONTINENTAL HUBS

7 – 7 | 15th January 2010 - Haute Ecole Valaisanne, Sierre WANDEL DER INDUSTRIE – UNGEBREMSTES WACHSTUM IM MITTLEREN OSTEN Investment volume $82 billion 6 parallel runways for 120 Mio Pax 24h operation Dubai World Central International Airport (JXB)

8 – 8 | 15th January 2010 - Haute Ecole Valaisanne, Sierre PARTIAL LIBERALISATION AND THE RISE OF THE LOW- COST CARRIERS HAVE DRIVEN THE TRANSFORMATION Source: Flash typical KW, ATI, Airline publication, ED/M forecast 1996 18 airports 19 airport pairs 804 frequencies a week 2 million passengers 35 aircraft 19962008 282 airports 2 187 airport pairs 34 756 frequencies a week Approx. 126 million passengers Approx. 600 aircraft

9 – 9 | 15th January 2010 - Haute Ecole Valaisanne, Sierre 2009 – DIE LAGE DER AIRLINE-BRANCHE HAT SICH GRUNDLEGEND VERÄNDERT Sources: IATA (15 December 2009) Aggregate earnings of all airlines worldwide (USD bn) - Oil Crisis - 1st Gulf War (Kuwait) - 9/11 - 2nd Gulf War (Iraq) -SARS -Financial Crisis

10 – 10 | 15th January 2010 - Haute Ecole Valaisanne, Sierre AGENDA 1. The world SWISS is living in. 2. Who is Swiss International Airlines? 3. Some insights about Sales Europe. 4. Online business becoming more and more imprtant.

11 – 11 | 15th January 2010 - Haute Ecole Valaisanne, Sierre FAITS ET CHIFFRES Siège social: Bâle Employés JAN09:Total: 7,383 - 1,118 pilotes - 3,308 personnel navigant - 2,957 personnel au sol Destinations: Groupe SWISS: 92 destinations dans 45 pays (Horaire hiver 09) 76 destinations dans 40 pays 16 destinations vacances dans 10 pays Flotte: (SEP09)Total 85 - Intercontinental : 26 appareils - Europe: 59 appareils Passagers 2008:13.8 million

12 – 12 | 15th January 2010 - Haute Ecole Valaisanne, Sierre SWISS IS DEFYING THE TRENDS, THOUGH OUR OPERATING RESULT HAS BEEN SEVERELY REDUCED operational result Revenue 3 642 3 732 4 153 4 895 5 267 9.6% Operating margin 11.1%5.6%-0.4%-3.3% 20082007200620052004Q1-3 09 3.5% 113 3 236 - 70 % - 18 %

13 – 13 | 15th January 2010 - Haute Ecole Valaisanne, Sierre AGENDA 1. The world SWISS is living in. 2. Who is Swiss International Airlines? 3. Some insights about Sales Europe. 4. Online business becoming more and more imprtant.

14 – 14 | 15th January 2010 - Haute Ecole Valaisanne, Sierre ORGANISATIONCHART TEAM HEAD OFFICE Bernd Bauer Head of Sales & Marketing Malte Bischoff Area Sales North-East Market... Lalin Sabunguoglu Area Sales South-West Market... Andreas Heinzer Market Development Christian Schwab e-Marketing Christian Kindermann Business Development Benedikt Wedding Trainee Didem Karakapici Sales Development Bruno Stutz Services Tünde Mihalyi Assistant to the Head of Sales & Marketing EU Paul Zehnder Apprentice

15 – 15 | 15th January 2010 - Haute Ecole Valaisanne, Sierre Network Development update Winter 2009/10 and Summer 2010 –introduce 6 daily GVA/LHR flights with A319/A320 (BD) as of 10Jan –GVA/LCY scaled down from 6 to 4 daily –GVA/PRG and GVA/BUD daily services operated with AR1 –GVA/OTP 4 weekly to be cancelled GVA Jan10 –US/BR: re-intro of daily service to LAX (day 6), ORD (day 5) and GRU (day 3) –DEL to be served 6 weekly (day 3) until end of W09 but 5 weekly in S10 –BOM to be served 5 weekly in Apr/May and 6 weekly afterwards –RUH/JED 4 weekly to be discontinued IC Feb10 Connex Feb10 –schedule changes to DXB/MCT and DLA/NSI services –New 2-way connectivity between OSL and DXB, MCT, DLA and NSI –New 2-way connectivity between MAD and DLA and NSI –Leaner connections between NCE and DLA and NSI

16 – 16 | 15th January 2010 - Haute Ecole Valaisanne, Sierre AGENDA 1. The world SWISS is living in. 2. Who is Swiss International Airlines? 3. Some insights about Sales Europe. 4. Online business becoming more and more imprtant.

17 – 17 | 15th January 2010 - Haute Ecole Valaisanne, Sierre SWISS‘ Online World Communication e-Services Monitoring Social Networks swiss.com

18 – 18 | 15th January 2010 - Haute Ecole Valaisanne, Sierre SWISS‘ Online World Communication e-Services Monitoring Social Networks swiss.com

19 – 19 | 15th January 2010 - Haute Ecole Valaisanne, Sierre SWISS.COM ALS ONLINE-VERTRIEBSPLATTFORM – SWISS.COM ist die zentrale Informations- und Buchungsplattform der SWISS im Internet – Für die wichtigsten 27 Märkte werden lokalisierte Versionen der Homepage angeboten, entweder in der Landessprache oder in Englisch. – Alle zentral gepflegten Inhalte (Buchungsmaschine, Services, Über SWISS) werden in den fünf Hauptsprachen angeboten: Deutsch, Englisch, Französisch, Italienisch und Spanisch

20 – 20 | 15th January 2010 - Haute Ecole Valaisanne, Sierre e-Services (Online) Communication e-Services Monitoring Social Networks swiss.com

21 – 21 | 15th January 2010 - Haute Ecole Valaisanne, Sierre AGENDA 1. Online Campaigns 2. Search Engine Marketing 3. Flight Search Engine 4. Affiliate Marketing 5. Newsletter 6. Partner Marketing (e.g. Games)

22 – 22 | 15th January 2010 - Haute Ecole Valaisanne, Sierre AGENDA 1. Online Campaigns 2. Search Engine Marketing 3. Flight Search Engine 4. Affiliate Marketing 5. Newsletter 6. Partner Marketing (e.g. Games)

23 – 23 | 15th January 2010 - Haute Ecole Valaisanne, Sierre COMMUNICATION – INTRO ONLINE CAMPAIGNS Im Online-Marketing verfolgt die SWISS zwei grundsätzliche Ziele: 1. Verankerung der Marke SWISS beim Online-User 2. Direkter Abverkauf auf SWISS.COM  Je nach Markt werden hierzu Online-Bannerkampagnen (Display Advertising) geschaltet, mit jeweils der Zielgruppe und dem Ziel angepassten Mediaplan und einer entsprechenden kreativen Umsetzung. Wann immer mögich, passiert dies im Rahmen einer integrierten Kampagne (über alle Medien die gleiche Botschaft) Schweiz„SWISS ist die faire (günstige) Airline der Schweiz mit einem grossen Angebot an Nonstop-Flügen zu allen wichtigen Destinationen rund um die Welt“ Europa„SWISS bringt Sie günstig in die Schweiz“ oder „SWISS als preiswerter Qualitätscarrier für Flüge in alle Welt“ Interconti„Mit SWISS in die Schweiz und nach ganz Europa – dank guten Verbindungen über Zürich“

24 – 24 | 15th January 2010 - Haute Ecole Valaisanne, Sierre COMMUNICATION – INTRO ONLINE CAMPAIGNS – Im Vordergrund stehen hier aber immer die Kombination aus Destination und Preis, über ein einheitliches Layout wird im zweiten Schritt die Marke SWISS beim User verankert. – Über ein durchgängiges Tracking bis zur Buchung werden während des Kampagnenzeitraums Optimierungen vorgenommen; Ziel ist ein möglichst niedriger Cost per Order/Buchung (CPO). – Im Mediamix besteht aus einer Mischung aus –Online-Portalen (z.B. GMX, MSN,...) –Tageszeitungen (z.B. Tagesanzeiger.ch,...) –Reiseportalen und Netzwerkvermarktern zum Einsatz (Reichweite).

25 – 25 | 15th January 2010 - Haute Ecole Valaisanne, Sierre COMMUNICATION - BRANDING/IMAGE LAUNCH NEW PREMIUM PRODUCT (OFF- & ONLINE) Lead idea of the campaign: „Your individuality matters“ PrintOnline-BannerMicrosite

26 – 26 | 15th January 2010 - Haute Ecole Valaisanne, Sierre COMMUNICATION – PROMOTION (OFF- & ONLINE) EXAMPLE SWITZERLAND Mediaplan

27 – 27 | 15th January 2010 - Haute Ecole Valaisanne, Sierre COMMUNICATION – PROMOTION EXAMPLE UK (ONLINE) Herbst

28 – 28 | 15th January 2010 - Haute Ecole Valaisanne, Sierre COMMUNICATION – PRODUCTION ADAPTION OF EXISTING VISUALS CH DEUK CH IT Um die Kosten für die Produktion der Banner niedrig zu halten, wird, wenn möglich, auf bestehendes Material zurückgegriffen.

29 – 29 | 15th January 2010 - Haute Ecole Valaisanne, Sierre AGENDA 1. Online Campaigns 2. Search Engine Marketing 3. Flight Search Engine 4. Affiliate Marketing 5. Newsletter 6. Partner Marketing (e.g. Games)

30 – 30 | 15th January 2010 - Haute Ecole Valaisanne, Sierre SEARCH ENGINE MARKETING - DEFINITION & EXAMPLE Keyword-Advertising (auch bekannt als Search Engine Marketing oder neu Search Engine Advertising) ist eine Online-Werbeform, bei der Werbemittel auf den Ergebnisseiten von Internet-Suchmaschinen und Websites abhängig von den individuellen Schlüsselwörtern (Keywords) angezeigt werden. (Wikipedia 2009) Beispiel 1: Ein User in der Deutschschweiz sucht nach „swiss air“ Problem: Neben dem ersten Eintrag in der generischen Suche (grün), bieten diverse Konkurrenten auf die Kombination „swiss air“, da sie nicht markenrechtlich geschützt werden kann (rot).

31 – 31 | 15th January 2010 - Haute Ecole Valaisanne, Sierre SEARCH ENGINE MARKETING – DEFINITION & EXAMPLE Beispiel 2: Ein User in der Deutschschweiz sucht nach „flug zürich new york“ Problem: In der generischen Suche taucht SWISS nicht auf (grün), deswegen muss diese Keyword- Kombination über das Paid Search hinzugekauft werden (rot).

32 – 32 | 15th January 2010 - Haute Ecole Valaisanne, Sierre SEARCH ENGINE MARKETING – WHAT IS DONE WITH SWISS The following Keyword groups are used with SWISS: - Brand Keywords (Swiss, Swiss Air,...) - generic Keywords (Flights, Trip,...) - O&D Keywords (Zurich London,...) - Any special campaign (intro new Premium Product, Winter,...) - B2B Campaigns (PartnerPlusBenefit,...) Main goal of within the Search Engine Marketing Exercise is to optimize the CPO (cost per order)

33 – 33 | 15th January 2010 - Haute Ecole Valaisanne, Sierre AGENDA 1. Online Campaigns 2. Search Engine Marketing 3. Flight Search Engine 4. Affiliate Marketing 5. Newsletter 6. Partner Marketing (e.g. Games)

34 – 34 | 15th January 2010 - Haute Ecole Valaisanne, Sierre FLIGHT SEARCH ENGINES – Flugsuchmaschinen (auch Meta Price Search genannt), leiten die Anfrage eines Users an mehrere Partner (z.B. Airlines und Online-Reisebüros) weiter, sammeln die Ergebnisse dieser Anfragen und präsentieren sie in einer Übersicht dem User. – Der User kann im Anschluss direkt seinen gewünschten Flug auswählen und beim gewünschten Partner anfragen. Die Suchmaschine wird gewöhnlich vom Partner auf Basis der Weiterleitung oder eines erfolgreichen Verkaufs vergütet. – Vorteil für SWISS: vor allem auf Umsteigeverbindungen ist SWISS als Airline im Ausland nicht unbeding bekannt und in der engeren Wahl (z.B. Manchester-Istanbul); hier kann man mit Hilfe der Flugsuchmaschinen bisher nicht bediente Kundengruppen ansprechen.

35 – 35 | 15th January 2010 - Haute Ecole Valaisanne, Sierre KAYAK.COM (SUCHE MIT PRÜFUNG) 23 1 User gibt Ziel, Datum und Anzahl der Passagiere ein. Kayak zeigt alle verfügbaren Flüge der angeschlossenen Partner. Klickt der User auf eine Verbindung, wird er zum Partner weitergeleitet..

36 – 36 | 15th January 2010 - Haute Ecole Valaisanne, Sierre AGENDA 1. Online Campaigns 2. Search Engine Marketing 3. Flight Search Engine 4. Affiliate Marketing 5. Newsletter 6. Partner Marketing (e.g. Games)

37 – 37 | 15th January 2010 - Haute Ecole Valaisanne, Sierre AFFILIATE MARKETING - DEFINITION Affiliate-Systeme (engl.: to affiliate: angliedern) sind eine internetbasierte Vertriebslösung, bei der meistens ein kommerzieller Anbieter seine Vertriebspartner erfolgsorientiert durch eine Provision vergütet. Der Produktanbieter stellt hierbei seine Werbemittel zur Verfügung, die der Affiliate auf seinen Seiten zur Bewerbung der Angebote des Kooperationspartners verwenden, oder über andere Kanäle (z.B. Keyword-Advertising, E-Mail- Marketing) einsetzen kann. (Wikipedia, 2009)

38 – 38 | 15th January 2010 - Haute Ecole Valaisanne, Sierre AFFILIATE MARKETING - PROCESS SWIS S Z.B. Tradedoubler, Zanox, CJ Kleine bis mittelgrosse Websites (z.B.. Blogs,...)

39 – 39 | 15th January 2010 - Haute Ecole Valaisanne, Sierre AFFILIATE MARKETING - EXAMPLES – SWISS is running tests in actually three markets: UK, DE und AT. – If they are successful, it will be roled out to other markets Textlink zu SWISS SWISS-Banner auf Flugsuchmaschine

40 – 40 | 15th January 2010 - Haute Ecole Valaisanne, Sierre AGENDA 1. Online Campaigns 2. Search Engine Marketing 3. Flight Search Engine 4. Affiliate Marketing 5. Newsletter 6. Partner Marketing (e.g. Games)

41 – 41 | 15th January 2010 - Haute Ecole Valaisanne, Sierre NEWSLETTER-MARKETING SWISS PRICE NEWSLETTER Beispiele: SchweizMiddle East

42 – 42 | 15th January 2010 - Haute Ecole Valaisanne, Sierre AGENDA 1. Online Campaigns 2. Search Engine Marketing 3. Flight Search Engine 4. Affiliate Marketing 5. Newsletter 6. Partner Marketing (e.g. Games)

43 – 43 | 15th January 2010 - Haute Ecole Valaisanne, Sierre PARTNER MARKETING – AVIS & SWISS COMPETITION SWITZERLAND Local cooperations with e.g. 20Minuten and AVIS. The game has been promoted via teasers in the newspaper, banners on 20minuten.ch. Promotion website Virtual Postcard

44 – 44 | 15th January 2010 - Haute Ecole Valaisanne, Sierre e-Services (Online) Communication e-Services Monitoring Social Networks swiss.com

45 – 45 | 15th January 2010 - Haute Ecole Valaisanne, Sierre Before Profile Project: Several Entry Points After Going Live: Several Profile Logins / Services on one Login Page Newsletter SWISS Profile CUG M&M Web Check-in APIS Manager: only online PNRs Booking Services for on- and offline PNRs: View, Edit [planned], Upgrade, Resend Documents, Reminder, Check-in Profiles: - SWISS Online User - M&M Member - Closed User Group APIS Newsletter All applicable services offered CENTRALIZED APPROACH FOR ALL ONLINE SERVICES / BASIS FOR TICKET RE-ISSUE AND REFUND PROJECT

46 – 46 | 15th January 2010 - Haute Ecole Valaisanne, Sierre SWISS e-SERVICES BookingCheck-InBoarding Passother e-Services electronic Time Table RSS Feeds SMS Info Partner Offers (Hotel / Car Rental)...

47 – 47 | 15th January 2010 - Haute Ecole Valaisanne, Sierre e-Services (Online) Communication e-Services Monitoring Social Networks swiss.com

48 – 48 | 15th January 2010 - Haute Ecole Valaisanne, Sierre MONITORING SWISS.COM

49 – 49 | 15th January 2010 - Haute Ecole Valaisanne, Sierre MONITORING SWISS.COM

50 – 50 | 15th January 2010 - Haute Ecole Valaisanne, Sierre e-Services (Online) Communication e-Services Monitoring Social Networks swiss.com

51 – 51 | 15th January 2010 - Haute Ecole Valaisanne, Sierre SOCIAL MEDIA - SOME FACTS & FIGURES - 2/3 of global internet population visit social networks - Visiting social sites is now the 4th most popular online activity – ahead of personal email - Facebook is now the 4th largest internet site in the world with 250 mio users/1,6 mio in CH; 5‘000‘000‘000 minutes spent on Facebook each day (source: Nielsen, Global Faces & Networked Places, 2009) - Micro blogging with Twitter is exploding worldwide and subscribers are now over 50 mio - US located low cost carriers (Southwest, Jetblue) are by far in the leading position - Best practice cases of social marketing are outside of airline branch - 93% of social media users believe a company should have a presence in social media, 85% believe that a company should further interact with its customers through social media (source: Core, Business in Social Media Study, September 2008) - 2/3 of buying decisions are based on word-of-mouth advertising, which today often occurs at Social Media (source: Nielsen, 2009)

52 – 52 | 15th January 2010 - Haute Ecole Valaisanne, Sierre SOCIAL NETWORKS – GOALS & PLATFORMS Kommunikationsziele Social Networks Photo&Video Sites Blogs/Forums Microblogging steuert die Konversation Content Mix Brand Involvement - Aufbau und Stärkung der Marke SWISS Information -News von SWISS -Service Informationen Dialog - Feedback auf Reaktionen/ Beantwortung von Fragen Sales -Destination of the month -Promotionen & Incentives

53 – 53 | 15th January 2010 - Haute Ecole Valaisanne, Sierre SOCIAL NETWORKS - TIMELINES June 8, 2009Today (12.10.10) Launch LX Forty 21‘000 Views YouTube Launch SWISS @ Social Media 1‘830 visitors on YouTube 8‘440 members on Facebook and Twitter Viral Phase LX Forty 4‘280 members & Blogs Done by an agency Done inhouse SWISS @ Social Media 5‘500 visitors on YouTube 13‘600 members on Facebook and Twitter May 19, 2009

54 – 54 | 15th January 2010 - Haute Ecole Valaisanne, Sierre SOCIAL NETWORKS - PRESENCES OF SWISS -LX Nr 3 airline in Europe, based on number of fans (source: insidefacebook.com) -Currently 10‘900 fans -2‘700 followers -Own SWISS Channel with 5‘500 visitors -10 videos online/viewed 19‘300 times -61 photos online/5 albums -Member of several groups -Own account, providing a collection of links -60 subscriber

55 – 55 | 15th January 2010 - Haute Ecole Valaisanne, Sierre THANK YOU FOR YOUR INTEREST GOOD BYE AND GOOD LUCK