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Similaire à United Savvy Flyer Campaign Targets Digital Natives
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United Savvy Flyer Campaign Targets Digital Natives
- 1. Gary Hoen
- 2. Target Audience “Savvy Flyer” Age 24-40, HHI 65K+, heavy digital media consumption Looking for flight deals, updated amenities, rewards programs Source: EssentialTravel.co.uk
- 3. Big Idea Combine 3 aforementioned benefits to achieve the following positioning: "United is a brand that provides an ideal combination of deals, rewards, and the only experience that meets the high expectations of the Savvy Flyer. United is committing to making their experience so flyer friendly, it would be a mistake to choose any other airline"
- 4. Social Media Tactics 70% content, 30% United info Content: Articles, Listicles, YouTube Content Real time interactions with users Photo content Responses cannot be cookie cutter Social influencers Destination profiles Content pushed out through other channels
- 5. United.com Full transition to new site layout “Flyer Friendly” site navigation Optimized to become more relevant on search engines
- 6. Online Advertising Time Inc. partnership: Effective SEM with Google AdWords Hyper targeting on Facebook
- 7. Inboard/Content Marketing Examples of content offerings: Flyer’s Lounge: Social influencer interviews celebrities, who talk about travel stories and their favorite destinations. Shows off United airlines while giving the audience an inside look at the lives of celebrities. New York Times Content Hub: News hub that specializes in lifestyle and travel related content. Available online and for free on United flights.
- 9. Key Performance Indicators 7% Revenue increase from last year Social Media: Number of shares and CTR from social pages $10 CPA on Google AdWords
- 10. Budget $8,000,000 $8,500,000 $2,500,000 $4,000,000 $6,000,000 $500,000 $20,000,000 $500,000 Expeditures Time Inc. Partnership- 8M Google AdWords- 8.5M Bing- 2.5M Facebook Ads- 4M Social Media Pages/Content- 6M United.com Update- 500K Content Marketing- 20M Mobile App Upgrades- 500K
Notes de l'éditeur
- -As one of America's iconic airlines, United should have high expectations when it comes to creating an effective digital media strategy. With the available technology moving so fast, it is easy for a brand to fall behind. Upon observing some of the tactics currently used by United, I found some key opportunities that include building upon current strengths, as well as improving upon weaknesses. When creating the strategy, I started by asking two questions: 1. What is United looking to accomplish online? 2. How is United uniquely valuable in the airline industry, and how can that be conveyed to target audiences? As I crafted the plan, I kept referring back to these questions to ensure that I didn’t lose sight of what I wanted to accomplish.
- -First, we want to figure out who we are going to reach before we start crafting our strategy -Our target audience is comprised of adults 24-40 with a HHI of 65K+ and heavy media consumption habits -Our target is well connected and tech literate, and knows what’s best for them when it comes to travel. -Among other things, they are attracted by three things when it comes to an airline: 1) Searching for the hottest deals on flights 2) Choosing an airline that will provide them with the most up to date flying experience. This includes everything from updated in flight amenities to a travel app that will allow them to have a seamless and streamlined trip.
- Keeping these benefits in mind, we want to achieve this positioning: "United is a brand that provides an ideal combination of deals, rewards, and the only experience that meets the high expectations of the Savvy Flyer. United is committing to making their experience so flyer friendly, it would be a mistake to choose any other airline“ -We will achieve this through informing our target about United’s offerings as well as by surrounding the brand with content that appeals to a Savvy Flyer audience. (I’ll elaborate more on content later on)
- -Since the majority of adults are on multiple social networks, it is useful to be present across multiple channels. -Facebook will give us the most reach and we will focus mostly on entertaining content to keep people coming back -Twitter will mostly be used for interacting with our audience in real time. We will use lots of photo content since it tends to perform better. One important thing to remember will be to have some personality, too many brands have generic responses to customers on Twitter. -Youtube: On YT, we will find social influencers who’s audiences align with our target. This will allow us to access audiences that are more likely to connect with the United brand. Much of the content will be pushed out through the other social channels.
- -The United website will need to follow the company's mantra, "Fly the friendly skies". This means that the website will need to be easy to navigate while also offering all of the necessary tools that customers may need. The website was recently re designed, but some parts of it have yet to be updated. Moving forward, the rest of the site will be updated to match the new format. -SEO will be important to help bring web visitors to the right place as well as helping to reduce SEM costs
- -Cutting through the online clutter is essential for a brand like United since there are so many other brands competing in the online space. According to Google’s consumer barometer survey, about 51% of consumers considered 2 or more brands when shopping for flights -For Display, we will partner with Time Inc, since they have over 90 online properties, many of which are frequently read by our target Time also provides top of the line analytics so that we can be sure to get the most out of our display ad budget. For SEM, we will mainly focus on Google adwords, since it is the most frequently used search engine. We will dedicate a large portion of our budget to conquesting (Ex: When a user searches for another airline’s rewards program, they will see results for United’s MileagePlus program. - For social ads, we will run on facebook because if it’s robust targeting abilities. We can narrow down audiences based on parameters such as business and leisure travellers, occupation, HHI, and much more.
- -Flyers lounge: This content offer comes in the form of a web series. The series is hosted by someone who our Savvy Flyer can relate to, possibly a known influencer on social media. The setting could be the first class cabin of a United plane, which would show off the flyer friendly interior of the planes. -NYT Content Hub: Since the Savvy Flyer likes to keep up with what is going on in the world around him, he is an avid reader of news sources such as the New York Times. United could partner up with the NYT to bring travel and lifestyle related content to audiences. -Content like this is both useful and entertaining to consumers, and will increase their opinion of the United brand. This is how people go from strangers of a brand to endorsers of that brand.
- -It's no secret that mobile devices are becoming more and more relevant when we think about web browsing. In fact, a recent survey showed that out of all the time that adults spend on digital devices, 60% is spent on smartphones and tablets. -The current mobile app is fairly updated, however it could use some more features such as hotel reservation tools and some sort of incorporation of the brand’s social media pages. -The mobile website itself is lack luster, so for the new strategy, we’re going to update it to give it the newer look that the desktop site has. -A new mobile site will be more mobile friendly, which is important because “mobile friendliness” is now one of the parameters that Google uses to return search results. This will also save money in the SEM budget.
- -The beauty of digital media is that it allows us to track everything and maximize ROI. For the campaign, we’ll use 3 main KPI’s -1) Since there are a lot of moving parts in this strategy, one of the top line metrics that we want to look at are our year over year sales moving forward. The strategy should be bringing in lots of new business, so we'll look for a 7% increase in revenue over the next year. If we achieve this, along with the other KPI's, we'll know that our campaign has been successful. 2) 2) In order for us to track our progress on social media, we'll want to measure 2 things: the clickthrough rate on posts that lead to the United website, and the number of shares that we get on posts with content that is not directly related to the United brand. The clickthrough rate will allow us to gauge how well our social pages are in directing traffic towards the website, and the number of shares will give us an indicator on how relevant our content is to savvy fliers. 3)Another key indicator is our cost per acquisition (CPA) on Google adwords. We'll shoot for about $10.00 per acquisition, which can be reached if we continue to monitor which keywords are performing well, as well as how relevant the landing pages are.