Created by Syndicate 4, MBA ITB 46A

1. AIRFRANCE INTERNET MARKETING
Optimizing Google, Yahoo!, MSN, and KAYAK Sponsored Search

2. AIR FRANCE - COMPANY PROFILE
Five former French Airlines merged to form Air France
New Hub at the main port Paris-Charles de Gaulle
2004, Air France and KLM joined forces to create the SkyTeam global
alliance
2007, Air France expanded ist U.S. destinations to thirteen
2007, 383 aircrafts served 185 destinations in 83 countries
Strategic growth through fleet management:
Rationalization: similar aircrafts for easier training and maintenance
Flexibility: utilizing progressive operating leases to receive new aircraft and
retire old aircraft if necessary

3. AIRLINE INDUSTRY
New Trends 2006
International travel became the fastest growing market
7.4% growth in economy tickets, 4,3% growth in premium tickets
Growing demand for economy air travel
Emergence of E-Commerce
Travel industry was early adopter of e-commerce
E-commerce emerged as very fast growing sales medium
Travelling as non-physical product is very well suited to direct online sales

4. CONSUMER LANDSCAPE
85% of U.S. households have broadband (2010)
140
120
100
80
60 Broadband Households
40 Total U.S. Households
20
0
2001
2000
2009
2010
2004
2005
2008
2002
2003
2007
2006

5. SEARCH ENGINE MARKETING
SEM became a well-known method of marketing in which business
promoted their products and services through targeted placements
SEO and Pay-Per-Click work together in a SEM strategy
SEO
Analyzed structure of content of a business web site to maximize
readability and relevance to search engines robots
Pay-Per-Click
Advertiser paid for an ad, only when it was clicked
Easily measurable

6. MEDIA CONTACTS
Air France turned to internet marketing campaigns and SEO to
reach large customer segments in multiple countries including the
U.S.
Air France hired Media Contacts to achieve its goals in SEM
Media Contacts constantly try to improve the performance of the
Website
Media Contacts worked to form strategic partnerships with a number
of research and technology providers

7. MEDIA CONTACT PARTNERS
DoubleClick
Google
Microsoft MSN
Yahoo
Kayak

8. THE CHALLENGE
Structure future campaigns – using metasearch companies?
Search Engine Strategy:
Decide which search engine(s) delivered the most value
Determine if Air France needs a tailored or uniform strategy for search
engines
Decide which approach is better to increase ticket sales and ROA (two
possibilities):
Using branded keywords (might bring in more revenue)
Using unbranded keywords (larger percentage of single-click conversions)
Find the most important Key-Performance Indicators

9. METASEARCH COMPANIES
Using Metasearch companies and search engines like KAYAK are a
must!
Kayak boasted a click through rate of 8% (industry average for travel
sites is 0.8%)
Website indexes are connected to Searchengines
Possibility to utilize sponsored links, cookies and additional
advertising on KAYAK

10. SEARCH ENGINE STRATEGY
Search Engines delivering the best value for Air France
Search Engine Market Share in 2009: 81,5% for Google. Use a tailored
strategy for search engines and focus on Google
http://tentonweb.com/seo/search-engine-optimization.php

11. INCREASING TICKET SALES AND ROA
Percentage of loyal customers is not supposed to be very high
 Focus on more and unbranded keywords to broaden the target
segment and to get a larger percentage of single-click conversions
Carefull Keyword selection
Use as well impression rates, click-through rates and conversion
rates for analysis
Use interactive and Social Media advertising

12. MOST IMPORTANT KPIs
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