our talk at the 2014 Flight School Association of North America conference.

1. ROD RAKIC
CO-FOUNDER
#FSANA14
SOCIAL MEDIA FOR
T H E B U S I N E S S O F A V I AT I O N

2. “Doing business without advertising
is like winking at a girl in the dark.
You know what you are doing
but nobody else does.”
–STUART HENDERSON BRITT

3. EVERY BUSINESS IS IN THE
EXPERIENCE BUSINESS

4. EVERY BUSINESS IS IN THE
EXPERIENCE BUSINESS

5. EVERY BUSINESS IS IN
THE SOCIAL BUSINESS

6. EVERY BUSINESS IS IN
THE MEDIA BUSINESS

7. EARNED
PA I D
OWNED

8. EARNED

9. HERE'S AN EXAMPLE

10. HERE'S ANOTHER EXAMPLE

11. T H E P. O . S . T. M E T H O D O L O G Y
PEOPLE
OBJECTIVES
STRATEGIES
TA C T I C S

12. PEOPLE
• Get specific about who you customer is
• Access your customer’s social activities
• Find the intersection between your customers and
technologies

13. OBJECTIVES
• Decide what you want to accomplish
• Listen? Speak to? Support? Energize?
• Pick one
• Figure out how you will measure success

14. S T R AT E G I E S
• Plan for how you want the relationships with your
customers to change
• What do you want to be different?
• What does success look like?

15. TA C T I C S
• Technology choices are tactics not strategies
• Decide what technologies you’ll use
• Create compelling content that is native to each
platform

16. PEOPLE
TA C T I C S

17. PEOPLE
TA C T I C S

18. PEOPLE
OBJECTIVES
TA C T I C S
S T R AT E G I E S

19. PEOPLE

20. BERNOFF & LEE
"GROUNDSWELL"

21. VA Y N E R C H U K
“JAB, JAB, JAB
RIGHT HOOK”

22. Most businesses in aviation evolved from what
came before. We designed ours from scratch.
–ME

23. PEOPLE
• Pilots
• People who love them
• Flight schools
• Flying clubs
• Fixed Base Operators

24. OBJECTIVES
• Make "Private Aviation"
more valuable
• Make flying much safer
• Make flying more fun.*
* T H A T ' S C O D E F O R " B E P R O F I TA B L E "

25. S T R AT E G I E S
• Be social
• Focus on experience
• Create value

26. TA C T I C S
• Share the journey
• Be authentic
• Be accessible
• Facebook
• Twitter
• Blog
• Instagram
• LinkedIn
• G+ (sometimes)

27. TA C T I C S
• Design good experiences
• Smartphones
• Tablets
• Desktop
• Find, book, prepare, pay
for the rental anywhere

28. TA C T I C S
• Build trust
• Build a community
• Build a network
• Incrementally increase
flight hours at scale
• Share in the success of
your community and your
partners

29. http://operators.OpenAirplane.com

30. THANK YOU
!
312.436.1018
rod@OpenAirplane.com
@OpenAirplane or @rodrakic
LinkedIn
Facebook
Instagram

31. 96%
(500+ responses from pilots in the U.S. - SEP 2011)
don't rent because it's
hard to find airplanes
28%
51%
of pilots would rent aircraft from other
operators more often if it was simpler.
32%
don't rent because of the
complicated checkout
of pilots will rent for
10-12 hours more each year
proprietary & confidential

32. OpenAirplane is making flying hassle free for pilots
platform
easy discovery
mobile or desktop
standards
universal checkout
local knowledge
check pilot program
ratings & reviews
proprietary & confidential
network
nationwide
simple booking
easy billing