The document discusses the growing importance of social media and networks for companies. It provides an agenda for a presentation on social networks and airlines, including sections on the social media revolution, 2010 marketing reports on social media use, how airlines have used social networks, developing social media policies, and integrating social media into overall company strategies. The presentation aims to help Avianca develop effective social media products, services and policies.

1. March 1, 2011 Aerolíneas y La Revolución de las Redes Sociales Rommel Jiménez @RommelJimenez

2. Aerolíneas y La Revolución de las Redes Sociales Las comunicaciones sociales y la colaboración están terceras en la lista de Gartner para 2011. Gartner recomienda a las empresas que "reúnan en una estrategia coordinada la administración de relaciones con el cliente, las comunicaciones internas, la colaboración y las iniciativas de redes sociales públicas“. @RommelJimenez

3. Aerolíneas y La Revolución de las Redes Sociales AGENDA 1. La revolución de las Redes Sociales. 2. Marketing en Redes Sociales - Reporte 2010. 3. Redes Sociales + Aerolíneas. 4. Avianca en Redes Sociales: Productos, Servicios y Posibles Escenarios. 5. Desarrollo de una Política de redes sociales. 6. Integración con la Estrategia. @RommelJimenez

4. 1. La Revolución de las Redes Sociales. Social Media Revolution 2010 http://bit.ly/aIo1bE @RommelJimenez

5. 1. La Revolución de las Redes Sociales. TheCluetrainManifesto @RommelJimenez

6. 2. Marketing en Redes Sociales - Reporte 2010. Use of social media marketing We began by simply asking marketers if they use social media to market their businesses. The overwhelming majority (91%) indicated they were employing social media for marketing purposes. Small businesses were slightly more likely to beusing social media. @RommelJimenez

7. 2. Marketing en Redes Sociales - Reporte 2010. Experience with social media marketing @RommelJimenez

8. 2. Marketing en Redes Sociales - Reporte 2010. The benefits of social media marketing @RommelJimenez

9. 2. Marketing en Redes Sociales - Reporte 2010. Reduced my overall marketing expenses The main financial cost of social media marketing is the time it takes to gain success. However, a significantpercentage of participantsstronglyagreed that overall marketing costs dropped when social media marketing wasimplemented. Sole proprietors were more likely than others to see reductions in marketing costs when using social media marketing. @RommelJimenez

10. 2. Marketing en Redes Sociales - Reporte 2010. Commonly used social media tools By a long shot, Twitter, Facebook, LinkedIn and blogs were the top four social media tools used by marketers, with Twitter leading the pack by only a hair. All of the other social media tools paled in comparison to these top four. @RommelJimenez

11. 2. Marketing en Redes Sociales - Reporte 2010. Tools used by those just getting started For those just getting underway with social media marketing, Facebook is ranked as their number-onechoice, followedbyTwitter and LinkedIn. @RommelJimenez

12. 2. Marketing en Redes Sociales - Reporte 2010. How will marketers change their social media activities in the future? At least 67% of marketers plan on increasing their use of blogs, Facebook, video/YouTube, Twitter and LinkedIn Blogs Surprisingly, marketersindicatedthat blogs were the top area in which they planned on increasing their social media efforts. Small businesses were much more likely to be increasing their bloggingactivities. @RommelJimenez

13. 2. Marketing en Redes Sociales - Reporte 2010. LinkedIn B2B are significantly more likely to plan on increasing their use LinkedIn (72.1% of B2B versus 59.1% of B2C). @RommelJimenez

14. 2. Marketing en Redes Sociales - Reporte 2010. Social media tools people want to learn more about @RommelJimenez

15. 2. Marketing en Redes Sociales - Reporte 2010. Tools marketers want to learn more about for those just getting started For those just getting underway, understanding Twitter tops the list, followed by Facebook, blogs and LinkedIn. @RommelJimenez

16. 2. Marketing en Redes Sociales - Reporte 2010. Social media outsourcing The concept of social media outsourcing is relatively new. In addition, because so many marketers are new to social media marketing, it may be another year before many warm to the idea of seeking outside assistance. However, the larger the organization, the more likely outsourcing is taking place. For example, 25.7% of large businesses and 25% of mid-sized businesses are currently outsourcing, compared to only 10.6% of sole proprietors. @RommelJimenez

17. 2. Marketing en Redes Sociales - Reporte 2010. Mobile smartphone marketing Currentactivity Surprisingly, mostmarketersindicatedtheywereusingmobilenetworkingapps (likeFacebook on an iPhone) to interactwiththeir fans. However, most are notinvolvedwithcreatingcustommobileapps, mobileadvertisingoroptimizingtheirwebsitesformobilesmartphones. Biggerbusinesses were more likely to optimizetheirwebsites and leveragemobileadvertising. @RommelJimenez

18. 3. Redes Sociales + Aerolíneas. American Airlines presents John Legend & The Roots - Wake Up! - Free tickets for fans http://bit.ly/burk5l @RommelJimenez

19. 3. Redes Sociales + Aerolíneas. @RommelJimenez

20. 3. Redes Sociales + Aerolíneas. @RommelJimenez

21. 3. Redes Sociales + Aerolíneas. Social Media Lab @RommelJimenez

22. 3. Redes Sociales + Aerolíneas. The @DeltaAssist account is only open from 8 a.m. to 9:30 p.m. Monday through Friday. “We know we are a global airline, and we clearly know that we must expand our hours to 24/7 over time, but we wanted to start now to offer guidance and support for our customers before or during the travel process,” says Allison Ausband, Delta’s vice president of reservations, sales and customer care. @RommelJimenez

23. 3. Redes Sociales + Aerolíneas. Emerging Media Team @RommelJimenez

24. 3. Redes Sociales + Aerolíneas. @RommelJimenez

25. 3. Redes Sociales + Aerolíneas. @RommelJimenez

26. Aerolíneas y La Revolución de las Redes Sociales Interview with Christi McNeill of Southwest Airlines http://bit.ly/coLKrz @RommelJimenez

27. 4. Avianca en Redes Sociales @RommelJimenez

28. 5. Desarrollo de una Política de redes sociales. Gartner Identifies Seven Critical Questions to Ask Before Developing a Social Media Policy @RommelJimenez

29. 5. Desarrollo de una Política de redes sociales. What Is Our Organization's Strategy for Social Media? There are many possible purposes for social media. It can be used for five levels of increasingly involved interaction (ranging from monitoring to co-creation) and across four different constituencies (employees, business partners, customers and prospects, and the social Web). It is critical that social media leaders determine the purpose of their initiatives before they deploy them and that those responsible for social media initiatives articulate how the organization's mission, strategy, values and desired outcomes inform and impact on these initiatives. A social media strategy plan is one means of conveying this information. @RommelJimenez

30. 5. Desarrollo de una Política de redes sociales. Who Will Write and Revise the Policy? Some organizations assign policy writing to the CIO, others have decided it's the general counsel's job, while in other cases, a self-appointed committee decides to craft a policy. It's useful to gain agreement about who is responsible, accountable, consulted and involved before beginning work on the policy and, where possible, a cross-section of the company's population should be involved in the policy creation process. It's important to remember that there is a difference between policy — which states do's and don'ts at a high level — and operational processes, such as recruitment or customer support — which may use social media. These operational processes need to be flexible and changeable and adhere to the policy, but each department/activity will need to work out specific governance and process guidelines. @RommelJimenez

31. 5. Desarrollo de una Política de redes sociales. How Will We Vet the Policy? Getting broad feedback on the policy serves two purposes. First, it ensures that multiple disparate interests such as legal, security, privacy and corporate branding, have been adequately addressed and that the policy is balanced. Second, it increases the amount of buy-in when a diverse group of people is asked to review and comment on the policy draft. This means that the process by which the policy will be reviewed and discussed, along with the feedback, will be incorporated into the final copy. A vetting process that includes social media makes it more likely that this will occur. @RommelJimenez

32. 5. Desarrollo de una Política de redes sociales. How Will We Inform Employees About Their Responsibilities? Some organizations confuse policy creation with policy communication. A policy should be well-written and comprehensive, but it is unlikely that the policy alone will be all that is needed to instruct employees about their responsibilities for social media. A well-designed communication plan, backed up by a training program, helps to make the policy come to life so that employees understand not just what the policy says, but how it impacts on them. It also explains what the organization expects to gain from its participation in social media, which should influence employees in their social media interactions. @RommelJimenez

33. 5. Desarrollo de una Política de redes sociales. Who Will Be Responsible for Monitoring Social Media Employee Activities? Once the strategy has been set, the rules have been established and the rationale for them explained, who will ensure that they are followed? Who will watch to make sure the organization is getting the desired benefit from social media? A well-designed training and awareness program will help with this, but managers and the organization's leader for social media also need to pay attention. Managers need to understand policy and assumptions and how to spot inappropriate activity, but their role is to be more of a guide to support team self-moderation, rather than employ a top-down, monitor-and-control approach. @RommelJimenez

34. 5. Desarrollo de una Política de redes sociales. How Will We Train Managers to Coach Employees on Social Media Use? Some managers will have no problem supporting their employees as they navigate a myriad of social media sites. Others may have more trouble helping employees figure out the best approach for blogs, microblogs and social networking. There needs to be a plan for how the organization will give managers the skills needed to confront and counsel employees on this sensitive subject. @RommelJimenez

35. 5. Desarrollo de una Política de redes sociales. How Will We Use Missteps to Refine Our Policy and Training? As with any new communications medium, some initiatives go exceptionally well, while others run adrift or even sink. Organizations that approach social media using an organized and planned approach, consistent with the organization's mission, strategy and values, will be able to review how well these initiatives meet their objectives and use that insight to improve existing efforts or plan future projects better. @RommelJimenez

36. 6. Integración con la Estrategia. The missing ingredient in most social media strategies is actual strategy. A good social strategy should work to increase the relevance of the brand, product or service for the people its trying to reach @RommelJimenez

37. 6. Integración con la Estrategia. 2011 Corporate Social Strategy Will Focus on Corporate Website Integration @RommelJimenez

38. 6. Integración con la Estrategia. Social Commerce: Personalized and Collaborative Shopping Experiences @RommelJimenez

39. Aerolíneas y La Revolución de las Redes Sociales American Airlines’ AAdvantageFacebook Fans grow 84 fold in 54 hours. The most successful campaign ever by an airline? http://bit.ly/f2dHUj @RommelJimenez

40. March 1, 2011 “Gartner defines a strategic technology as one with the potential for significant impact on the enterprise in the next three years. Factors that denote significant impact include a high potential for disruption to IT or the business, the need for a major dollar investment, or the risk of being late to adopt.” Rommel Jiménez @RommelJimenez

41. March 1, 2011 Sources: www.gartner.com simpliflying.com www.emarketer.com www.socialmediaexaminer.com www.facebook.com www.youtube.com Rommel Jiménez @RommelJimenez