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Delta Communication Audit
- 1. Delta Airlines Oanh Dinh Nicole DeVaney Josalyn Dykes
- 2. Consumer Complaints:2009 U.S. Airline Rankings 1,117 more complaints “Complaints are handled…on a case-by-case basis in the order they are received.” - Delta 33.5 million fewer passengers “Smiles don’t cost airlines a penny.” - Southwest Source: U.S. Department of Transportation Source: Yahoo! Travel
- 3. Communication Strategy Communication should be consistent regardless of channel, audience, or purpose Audit revealed little connectivity Target Objective: To promote one message
- 4. Communication Strategy Social Networks Websites and Publications Summary of Audit Results
- 5. Social Networks Wide range of audience 61% in U.S. have active profiles 400 million users on Facebook 75 million users on Twitter 100 million users on YouTube Build brand image for free
- 6. Social Networks:YouTube Safety video features “Deltalina” and her famous finger wag Over 1.7 million views Katherine Lee has appeared on CNN, Fox News, and Ellen
- 8. Multiple sites
- 10. Link on other networking sites
- 14. Last update: July 2009
- 17. Websites:Delta Blog – “Under the Wing” Gives company a human element Written by employees Tone: Conversational Topics: Interesting Integrates other channels
- 18. Publications:NewsDigest Internal communication Surveyed employees to determine desired channel Targets traveling Delta employees Biweekly publication Delta and industry news
- 19. Delta has a relaxed dress code, but that doesn’t mean a sloppy appearance is acceptable. Appropriate business casual dress is encouraged for employee travelers. (Include pictures of inappropriate dress) Agents can’t [sell to revenue passengers] if they are checking availability on a dozen different flights for you. We encourage you to use self-service tools. If you need to call, please keep it brief so that we can continue to offer excellent service to our customers. Publications:Jetiquette
- 21. Average of 22 apps (37 for iPhone)
- 22. 21% of users accessed a travel app in last monthThe Southwest Airlines iPhone App
- 23. Communication Strategy Social Networks Websites and Publications Summary of Audit Results
- 24. Audit Findings Effective Safety Video “Under the Wing” NewsDigest Needs Improvement Mission statement and consistency Social networks Employee manuals Smart phone channels
- 25. Thank You for Flying With Us
- 26. Sources: Nielson Ratings Flickr.com BusinessWeek Facebook Twitter YouTube Delta.com DOT Yahoo! Travel Delta Blog O’Rouke, Management Communication NewsDigest