Social media can increase the reach and effectiveness of aviation marketing programs.
For aviation marketers to fully understand the power and potential of social media, they should take a look at how companies in other industries have successfully integrated social media into their marketing mix.
Social media usage in people-to-people marketing is growing. Both small and large companies are finding new ways to connect with their customer base and build relationships.
Every year B-to-B Magazine publishes its Social Media Marketing awards by category. The categories include:
- Viral Video
- Closed Community
6 companies to look at:
- Omni Hotels and Resorts for their integrated use of blogs, Facebook and Twitter to reach over 50,000 people who have responsibility for events or meetings.
- Mongoose Metrics who grew their Twitter base from 211 to 8,500 in 8 months and counted more than 3,200 mentions in social channels.
- Global Crossing who leveraged their community and sales reps on LinkedIn to extend brand awareness by sharing blog posts, news releases and expertise.
- American Society of Mechanical Engineers (ASME) for utilizing Facebook as a recruiting tool. In a 3-month period “likes” increased 46% to more than 10,000.
- Cisco Systems use of viral video to attract over 6000 video views and 500 contacts from interested users.
- Sybase Inc.’s blogging efforts that increased page views from 1000 in May 2010 to 140,000 by January 2011.
Each of the above companies developed a strategy to reach their audience and went about implementing it using individual or integrated social media platforms.
Benefits to using social media digital platforms include:
- Ability to establish relationships with a broad audience
- Daily analytics to monitor success and course corrections when needed
- Lower cost of customer acquisition compared to outbound marketing
- Speed of implementation
- Ability to monitor what is being said about your company
- Leveraging your knowledge base to assume a thought leader position
Click on the following link for a complete company and category listing report: B-to-B Social Media Marketing Awards