IBERIA 2.

0
 WHAT THE @#$%^ IS WEB 2.0???

Web. Examples of Web 2.0 include web-based communities, hosted services, web applications, so
Communication
Connection
Collaboration/Co-creation
Collection/ Categorization
COLLECTIVE WISDOMIZATION

Customization
Conversation
COMMUNITIZATION
YOU CANNOT make the user SHUT
UP!!!
üSocial media is a global phenomenon happening in all markets regardless of wider
economic, social and cultural development. If you are online you are using social
media
üAsian markets are leading in terms of participation, creating more content than
another region
üAll social media platforms have grown significantly over the three Waves
üVideo Clips are the quickest growing platform, up from 31% penetration in
Wave 1 to 83% in Wave 3
ü57% have joined a Social Network, making it the number one platform for creating
and sharing content
ü55% of users have uploaded photos
ü22% of users have uploaded videos

Some fact from around the

world … üThe widget economy is real
ü23% of social network users have installed an application
ü18% of bloggers have installed applications in their blog templates
üBlogs are a mainstream media world-wide and as a collective rival any traditional media
ü73% have read a blog
üThe blogsphere is becoming increasingly participatory, now 184m bloggers world-wide– The number
one thing to blog about is personal life and family
üChina has the largest blogging community in the world with 42m bloggers, more than the US and
Western Europe combined
üSocial media impacts your brands reputation
ü34% post opinions about products and brands on their blog
ü36% think more positively about companies that have blogs

Source: Universal McCan

 Or in other words… Websites that your secretary is visiting

TOO MANY to CHOOSE from…

JUST BY BEING PRESENT IN SOCIAL MEDIA ISN'T
SOCIAL MEDIA . TALKING, DISCOVERING AND
BUILDING RELATIONSHIPS ARE. WHAT
YOU DO IS IMPORTANT , NOT THE TECHNOLOGY YOU
USE .
TRY TO BE THE GUY THAT SITS ON THIS SEAT!

She has an
OPINION
about you!

Be HONEST, NATURAL , LISTEN , CARE and try to

HELP … But really just be yourself!
THE SAME GOES FOR THEM, TOO!

Do not presume that no one is talking about you or is not interested

in what you have to say…
COMPETITORS ARE TALKING, DISCOVERING
To name a few….
 What you have already

Well, it seems you are on the PRETTY MUCH on the

GROUND …
What you can do MORE…
WHICH ONE SHOULD YOU CHOSE???

BOTH … ACTUALLY… SO ANSWER THE

PHONE

TWEET or FB a flight status , a PROMO on that Mallorca flight or simply

congratulate your follower & regular customer Maria for her 32nd birthday!
Why don’t you let people TAG
Flickr in on their favorite seat?
themselves on FB or

Wouldn’t that be great insight on your CUSTOMER?

How about if you link that info with you booking system?

What are the chances that Jose - Maria and Pedro like the same 7A
and be on Flight ?
 START BLOGGING…

Ask the CEO to post once a week

Ask Jorge, the baggage handler, to describe his day

Allow a stewardess to journal her day off in Montevideo … through a

blog

But p lease do not pay anybody to write flattering stories about

you !!!
A picture is worth thousand words…

ORGANIZE a CONTEST ON FLICK R . COM for those that take photos

from the Iberia planes.

Show how beautiful is the world under Iberia ’ s wings .

 CIAL NETWORKS Share Netwo
umber of fans/friends/contacts acquired 1. Number of times the photo or video has be vi
umber of comments/likes to updates on status 2. Number of times the photo or video has been favor
umber of discussions started on groups or pages 3. Number of friends/subscribers to your account or cha
umber of fan videos uploaded and comments on them
4. Number of links/embeds to photo of v
umber of fan photos uploaded and comments on them
5. Number of comments photo or video has obta
umber of comments left on profiles
6. Number of video respo
umber of questions answered
7. Rating level of video or photo by u

Publishing Networks
1. Number of active members
2. Number of new subscribers
3. Number of posts made
4. Number of replies to posts you make
5. Number of private messages you receive/answer

MEASUR and

E
The user is all
these things

I don’t see why you cannot be, either…

You?
 BORISLAV KIPRIN
MDMK2010 IE BUSINESS SCHOOL
E: BKIPRIN.MDMK2010@ALUMNO.IE.EDU
B: HTTP://BORISLAVKIPRIN.WORDPRESS.COM
TWITTER: @borislavkiprin
LINKEDIN: http://www.linkedin.com/in/borislavkiprin