Pic credit: Daniel Villa, Airliners.net
In the high-flying world where aviation meets social media, the impossible turned possible today. India’s government-owned national airline Air India announced it was stepping into social media with a clear mandate to generate at least 30% revenue as an ROI.
In a Financial Express news report by Shaheen Mansuri, Arvind Jadhav, AI’s chairman and managing director said, “Until now, we were unable to provide a flexible pricing and customised products to our customers. While other airlines have their presence on Facebook and Twitter, we were missing from that space.
Once brand AI is exposed to a larger audience, it can translate into more sales. Social networking sites have opened up a new distribution platform for the airline. The traditional travel agents and travel websites will co-exist with the new medium,” said Jadhav.
You can read the entire story here.
I had several interesting responses after I shared the story on Twitter which was first broken by the evergreen diva @TobyDiva.
Air India to join social media w/ an ROI goal of increasing sales by 30%. http://ht.ly/4xpDx via @TobyDiva
Few responses:
Jesus! They’re gonna get butchered! Via @DeveshM
WOW! Xcited Via @vishal1mehra
air india using social media would be a pretty stupid initiative in my way..n 30% sales from there sounds insane! Via @aseemrastogi2
This will probably end up like CCD when they entered the social media scene: a lot of unhappy customers who compained non stop. Via @Thor_
My view on #AirIndia & #socialmedia is that they can go two ways…but the #Airline had better do it right to be effective. #smtravel Via @flyingwithfish
If#AirIndia can’t breaks it’s habit of not effectively addressing passengers & protecting it’s brand, #socialmedia won’t succeed Via @flyingwithfish
AI is certainly a late bird after the social media worm; shud’ve emulated Jet & Kingfisher well ahead. Via @StoryMary
I Would say to everyone: “If you’re not in #SocMed yet you’re too late” Via @eezeer
No use without changing hostesses. Via @Askabuska
Here are a couple of my thoughts:
1. Today Air India is strategically and operationally at a critical juncture. New aviation minister at the helm, overview of top management after the departure of COO Baldauf and his deputies, debt restructuring in process, the much awaited Dreamliners joining the fleet soon, the forthcoming entry into Star Alliance etc. Social media can now step in as a part of an image makeover – the journey to a new Air India. However, this image makeover will have to reflect in the way airline treats customers & offers them an experience that is no less compared to what the competition is offering them.
2. Air India can be sure to get a lot of negative PR and feedback on their social media platforms. The airline has unfortunately had a legacy of poor service and this is going to show clearly when consumers engage with the airline on social media. How they manage the negative feedback and win over audiences is going to be very crucial.
3. The best brands on social media are the best brands in business. There’s only so much social media can do to make you look good. If you do not deliver on your core customer promise or if you don’t do your job right, you should never be on social media. Period.
4. The danger of using social media as a broadcast medium is that it will bite you in the back. Social cannot be a me-too approach as a response to your competition being on it. However, I appreciate the assertiveness shown by Mr Jadhav on utilizing the medium for generating revenues. Air India’s competitors such as Jet Airways and Kingfisher Airlines are doing a great job engaging with their customers on social media. Competition on the airline social media airwaves in India will be intense.
5. Is Air India ready for the big step it is to take? Are they aware of the potential benefits and pitfalls of engaging in the medium? Do they have the resources in place to execute a social media strategy that will work for them? Lots more questions that time will answer.
Good luck, Air India and welcome aboard the social media bandwagon!
So is Air India going to make it or break it in social media? Would love to hear your thoughts.
