#smc070 transavia.com zoekt slogan

Sep 7, 20111 like493 views

Mechelien Odekerken

Expectation- management Disruptions managementCORPORATEReputatiemanagement

Interne communicatieStart facebookjanuari 2010januari2011

Uitdaging‘Het ontwikkelen van leuke en relevante content, die meerwaardebiedtvooronze fans en “shareable” is.’

Doel: fans  ambassadeursInteractie: luisterennaar fansMeerwaardebieden

Doel: engagement met fansInspirerenVerhalendelenFun

Aanleiding MarktstructureelveranderdVoor het eerst in 30 jaarverliesOnderscheidendvermogenAanscherpenpositionering

Merkwaardenintentiesamengedragtoetsbetrokkenoprechtenthousiast

Nieuwe pay-off nodig “wat doe je hiernog” past nietmeerSamen met NL bedenkenEnthousiastOprechtBetrokkentransavia.com/zoektslogan

Voorbereiding1,5 weekLaunch voor paid luggageTeaser aanloopnieuwepositioneringSlogan moetaansluitenbij…

transavia.com/zoektsloganPlatform: minisitePromotie: E-mailnieuwsbriefDisplay advertisingSocial MediaFilmpjemedewerkers (zachtewaarden)Schermen outdoorRadio 538Er is eenprijstewinnen

En toen… Dag 1: 10.000 inzendingenWeek 2: start facebook actiepreview eerste selectie bij “liken” pagina 500% likes

Reacties“Leuk zou zijn geweest als je een reclame in beeld had mogen maken. Meteen maar de daad bij het woord gevoegd.....”

VervolgUitbouwencampagneSpot jouwabri!Week 3 campagne1.000 uniekeabri’sVindjouwabri, maakfoto en WIN!Delen op FacebookFans helpen Fans

Inzending gesloten3 wekenna start campagne110.000 inzendingen10.000 nieuwe e-mailadressenIncremental sales+ 5.000 fans

Het jury momentDe JuryRichard Kemper – Cabaretier en ex-reclameman

Bram Gräber – Algemeen Directeur transavia.com

Frequent Flyer transavia.comJuryrapport Top 10The choice of HollandDeze slogan straalt een nummer 1 voorkeur van klanten uit. Zonder zelf te zeggen dat je de beste bent, zeg je wel dat het Nederlandse publiek dat vindt. Voor de positie van Transavia in het buitenland zou deze slogan goed kunnen werken.Daar word je vrolijk vanDeze slogan zegt op eennuchteremanierdat je plezier en enthousiasmezultgaanbelevenbij Transavia. Hijkanslaan op alleaspecten van Transavia; de manier van boeken, de bestemmingen, de sfeeraanboord. Datmaaktdeze slogan veelzijdig.

“Koffieclub” FacebookKomeens op de koffieHarry’sKoffieclubLijstaanwezigensamengesteld door Harry, HoofdKoffieclub

Bekendmaking winnaarZondag 3 aprilshow met Hans Klok in hangar9 genomineerdenaanwezig‘s avondsregistratiebij Life4you (RTL4, Carlo & Irene)Gratis tickets publiek

Een dag bij transavia.com 25 man uitgenodigd op de koffieProgramma:OntvangstTaart en koffieInventariseren vragenPresentatie slogan campagne + adresseren vragenLunchPresentatie Social Media ExpertRondleiding Hangar

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Presentatie Greetz op het Web Analytics Congres 2011 in AmsterdamWebanalisten .nl

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#smc070 transavia.com zoekt slogan

1. transavia.com/facebookMechelien OdekerkenSenior Online Marketeer @mechelien / @transavia linkedin.com/in/mechelien

2. 3 C’s van Social MediaCOMMERCIALbrand

3. social CRM

4. promotion

5. productCAREWebcare

6. Expectation- management Disruptions managementCORPORATEReputatiemanagement

7. HR

8. Interne communicatieStart facebookjanuari 2010januari2011

9. Uitdaging‘Het ontwikkelen van leuke en relevante content, die meerwaardebiedtvooronze fans en “shareable” is.’

10. Doel: fans  ambassadeursInteractie: luisterennaar fansMeerwaardebieden

11. Doel: engagement met fansInspirerenVerhalendelenFun

12. transavia.com/zoektslogan

13. Aanleiding MarktstructureelveranderdVoor het eerst in 30 jaarverliesOnderscheidendvermogenAanscherpenpositionering

14. Merkwaardenintentiesamengedragtoetsbetrokkenoprechtenthousiast

15. Nieuwe pay-off nodig “wat doe je hiernog” past nietmeerSamen met NL bedenkenEnthousiastOprechtBetrokkentransavia.com/zoektslogan

16. Voorbereiding1,5 weekLaunch voor paid luggageTeaser aanloopnieuwepositioneringSlogan moetaansluitenbij…

17. transavia.com/zoektsloganPlatform: minisitePromotie: E-mailnieuwsbriefDisplay advertisingSocial MediaFilmpjemedewerkers (zachtewaarden)Schermen outdoorRadio 538Er is eenprijstewinnen

18. Promotie

19. Video

20. Prijzen

21. En toen… Dag 1: 10.000 inzendingenWeek 2: start facebook actiepreview eerste selectie bij “liken” pagina 500% likes

22. Reacties“Leuk zou zijn geweest als je een reclame in beeld had mogen maken. Meteen maar de daad bij het woord gevoegd.....”

24. VervolgUitbouwencampagneSpot jouwabri!Week 3 campagne1.000 uniekeabri’sVindjouwabri, maakfoto en WIN!Delen op FacebookFans helpen Fans

25. Spot jouw abri

28. Inzending gesloten3 wekenna start campagne110.000 inzendingen10.000 nieuwe e-mailadressenIncremental sales+ 5.000 fans

29. Het jury momentDe JuryRichard Kemper – Cabaretier en ex-reclameman

30. WimUbachs – Strategist conceptmaker

31. Bram Gräber – Algemeen Directeur transavia.com

32. Kim Fast – First Officer transavia.com

33. Frequent Flyer transavia.comJuryrapport Top 10The choice of HollandDeze slogan straalt een nummer 1 voorkeur van klanten uit. Zonder zelf te zeggen dat je de beste bent, zeg je wel dat het Nederlandse publiek dat vindt. Voor de positie van Transavia in het buitenland zou deze slogan goed kunnen werken.Daar word je vrolijk vanDeze slogan zegt op eennuchteremanierdat je plezier en enthousiasmezultgaanbelevenbij Transavia. Hijkanslaan op alleaspecten van Transavia; de manier van boeken, de bestemmingen, de sfeeraanboord. Datmaaktdeze slogan veelzijdig.

34. Top 10: commotie

35. Facebookpagina chatboxChatbox

36. “Koffieclub” FacebookKomeens op de koffieHarry’sKoffieclubLijstaanwezigensamengesteld door Harry, HoofdKoffieclub

37. Bekendmaking winnaarZondag 3 aprilshow met Hans Klok in hangar9 genomineerdenaanwezig‘s avondsregistratiebij Life4you (RTL4, Carlo & Irene)Gratis tickets publiek

38. And the winner ��…

39. Daar word je vrolijk van

40. Doop vliegtuig

41. Nederland bedankt!

42. Een dag bij transavia.com 25 man uitgenodigd op de koffieProgramma:OntvangstTaart en koffieInventariseren vragenPresentatie slogan campagne + adresseren vragenLunchPresentatie Social Media ExpertRondleiding Hangar

43. De koffieclub

44. Rondleiding Hangar

45. Klagers worden fans

46. Eind goed al goed

47. Lessons learnedBetrokkenheid van deelnemersKracht en snelheid van FacebookKleinegroep, groteinvloedBedenkvooraf de heleactie/reactiecyclusInterne organisatieHeldercommuniceren. Geen jargon.Blijf consequentBeloonmeedoenSucces door combinatie on- en offline inspanningen

48. Transavia.com/zoektfotos

49. DoelVervolgactie op transavia.com/zoekt slogan:Interactie met consument

50. Postionering

51. SamenVerzamelenbeeldmateriaalvoormarcomcampagnes on- en offlineAanmeldingen e-mailnieuwsbrief + facebook

52. Eengreepuit de inzendingen

53. Wat we nietzoeken…

54. Reacties

55. Next steps facebookBuitenlandsemarktenSocial media analyticsOpzetten social media team (3 C’s)

56. Bedankt!