1. strategic transportation & tourism solutions Session SE104 The Use of Social Media from an Airline Perspective 49 th ICCA Congress & Exhibition October 24, 2010

2. Session Outline 1.Opening RemarksPaul Ouimet Executive Vice President InterVISTAS Consulting Inc. 2.Case StudySus Nygaard Manager, Conventions & Events Scandinavian Airlines 3.Round TableAll Discussion 1

3. Internet Usage 2009 Y-Partnership Study: 66% of leisure travelers now use the Internet to plan some aspect of travel (compared to 35% in 2000) 56% of travelers make reservations on-line 35% use web 2.0 and social media applications to learn about destinations/travel deals Internet Users in the World -2009 (millions) Source: Internet World Stats. 2 Web 2.0 2010 Expedia Media/Revel Study: 82% of social network users selected leisure travel destination online in the past 12 months, versus just 68% of non-users 44% indicated staying on top of latest travel information was most important social media benefit

4. The Shift in Consumer Communications  The traditional media model is a monologue –Advertising –Public Relations –Sales  The social media model is a dialogue –Facebook –Myspace –Twitter 3

5. The Points of Impact 4 MESSAGE CONTROL: Medium IMPACT: Medium to high MESSAGE CONTROL: Low to medium IMPACT: High Source: Fleishman - Hillard

6. World’s Largest Customer Base China India Facebook Millions 5

7. Top 5 Social Networking Sites SiteUnique Monthly Views 550 Million 91 Million 90 Million 50 Million 42 Million 6

8. Social Networkers: Global Product Reviewers  1.2 Billion social networkers discussing, rating, recommending and critiquing products, services and experiences worldwide  Consumer power shift – the move from owning your brand to sharing your brand  Immediate commentary –65 million tweets per day –750 tweets per second 7

9. The Social Media World  Social media is now mass media –World’s largest online video community –2 Billion video views daily 2X the viewership of the 3 largest U.S. broadcasters combined Available in 29 languages –Partnership deals with numerous media & entertainment companies 8

10. Social Networkers: Travel Product Reviewers  Largest travel community in the world and world’s most popular travel site  40 Million visitors to site monthly  40 Million reviews and opinions on 1 Million+ travel businesses globally 9

11. Case Study: 2010 Olympic Games  Objective to showcase tourism destinations on 106-day Torch Relay to global audience  Integrated strategy of daily online videos & news feeds 10

12. Case Study: 2010 Olympic Games  Results: –Generated online community of 400,000 people in 21 countries who followed and discussed the journey –Drove 2 million people to the Tourism B.C. website –In the first six months of 2010, B.C. experienced 100,000 increase in overnight international visitors & CDN$200 million increase in room revenues 11

13. Case Study: JetBlue Airways  Airline’s “All You Can Jet” program promoted on Twitter –US$699 for unlimited travel for one month on any flight  Notice sent to one million people who had signed up to receive “tweets” from JetBlue –JetBlue Airways' All You Can Jet(TM) (#AYCJ(TM)) Pass is Back! 12

14. Case Study: JetBlue Airways  Results: –Over one thousand tweets during the first day –24-hours after the first tweet, clicks to the airline’s on-line route map jumped 861% –All passes sold out 36-hours before promotion ended 13 “Twitter really drove this in so many ways, the focus from the beginning was to create a viral campaign” Sebastian White, JetBlue Corporate Communications

15. Case Study: Akron-Canton Airport  First airport in the U.S. to blog and Facebook –Launched CAK BlogPort on website in 2005  Currently uses several different social media channels 14

16. Case Study: Akron-Canton Airport  Results: Using Facebook to Enhance Customer Service –Problem: –Solution: 15

17. strategic transportation & tourism solutions Paul Ouimet Executive Vice President InterVISTAS Consulting Inc. paul.ouimet@intervistas.com