The webinar was a no-brainer in my mind, since airports are taking advantage of the, um, advantages that social media offers: it’s cheap relative to other marketing and communications venues; airport customers are (like just about everyone else) online; and airports are increasingly taking customer connections more seriously.
Gone are the days when the airlines corner the market generating and maintaining customer loyally. Why? Because airlines–whether through strategic decisions, mergers and acquisitions, or just plain business-world attrition–come and go. Airports now recognize that they are the constants in the local passenger’s air travel equation.
Of course, social media is much more than just another set of tactics to reach customers and prospects. Using platforms like Facebook and Twitter provides organizations with powerful ways to connect with their audiences–and provide customer service. They also present new sets of business rules that we’re all still figuring out.
Our hope with the webinar is to cover some ground that a few early adopters have plowed–and talk about some of the rocks they hit along the way.
Akron/Canton Airport (CAK) is certainly an early adopter among airports, and that’s why I asked Kristie VanAuken to share some of her team’s experiences. If you’ve paid any attention to the airport social media scene, you’ve surely heard about what CAK is doing, from its SocialCAK hub to chronicling mundane (to us airport folk) things like snow removal work and sharing it with the general public. Equally important, in my view, is how CAK integrates its social media efforts with its traditional media campaigns to maximize their effectiveness.
Webinar participants also will hear from Baochi Nguyen, social media manager at Boingo Wireless. Baochi (rhymes with “grouchy” — her explanation, not mine!) will provide some insight on how an airport tenant uses social media to interact with passengers, and how tenants can work with each other and the airports themselves to use social media effectively. And since she works for a company that provides connectivity for passengers using social networks (and the Internet in general), I’m hoping she’ll have some interesting stats on how airport patrons are using the Internet.
Also on the agenda is Nathan Ronchetti, digital media manager of Chicago-based strategic communications specialists Carolyn Grisko & Associates. Nathan will help paint the big picture of social media trends, and provide some valuable perspective from the standpoint of a company paid to craft and deliver effective messages and campaigns, including some for our industry.
There may be one more slot added to the agenda–and if it works out, it’ll be worth it. Watch this space.
Looking forward to diving in on December 1!