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“SHAPING THE GAME YOU PLAY”

“SHAPING THE GAME YOU PLAY”. TODAY /. ONLINE STORE FRONT GRABASEAT SOCIAL MEDIA WHAT THE FUTURE HOLDS. INTRODUCTION. THINKING DIFFERENTLY /. When Rob Fyfe took office as CEO in 2005 he laid down a challenge to the entire business: “Innovate, challenge boundaries and be nimble.”

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“SHAPING THE GAME YOU PLAY”

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  1. “SHAPING THE GAME YOU PLAY”

  2. TODAY / • ONLINE STORE FRONT • GRABASEAT • SOCIAL MEDIA • WHAT THE FUTURE HOLDS

  3. INTRODUCTION

  4. THINKING DIFFERENTLY / When Rob Fyfe took office as CEO in 2005 he laid down a challenge to the entire business: “Innovate, challenge boundaries and be nimble.” This is the mindset we have followed ever since.

  5. Evolving Our Online Storefront OUR ONLINE STOREFRONT

  6. 2001 / WHERE WE BEGAN

  7. 2004 / ALWAYS LEARNING

  8. 2007 - ALMOST HERE 2007 / OPTIMISING

  9. 2011 / BEFORE SITE REFRESH

  10. 2012 / WHERE WE ARE TODAY

  11. Global online sales - history ONLINE GROWTH /

  12. Side-stepping our competitors with Grabaseat

  13. Why Grabaseat? • CEO Challenge: • Create an online vehicle to compete with LCC’s entering the NZ Market. • Within 4 weeks, an idea was conceived, developed and launched.

  14. THE GRABASEAT BRAND / WHAT ARE THE KEY OBJECTIVES FOR GRABASEAT WHAT DOES THE BRAND STAND FOR? O PROFIT & GROWTH O CUSTOMER SATISFACTION O BRAND AWARENESS O REDUCED COSTS IN CUSTOMER SERVICE O POSITIVE WORD OF MOUTH – TALKABILITY 1. CHEAP FARES 2. KIWIANA 3. IRREVERENCE

  15. A KEY DRIVER OF TRAFFIC / • 80% Prompted Brand Awareness in NZ. • And the Number One Airline Website (Hitwise)

  16. Social Media Conversation to Conversion

  17. SOCIAL MEDIA /

  18. SOCIAL DARWINISM / THE BIGGEST SHIFT IN BUSINESS PRACTICE SINCE E-COMMERCE IS UPON US AS CONVERSATIONS ARE ALL ABOUT CONVERSION. 1990s 2000 2004/05 2006 2008 2009/10 2011

  19. DRIVING CONVERSION THROUGH SOCIAL /

  20. What the future holds / Technology is facilitating structural change in the way in which airlines (and tourism operators) distribute their product. Air New Zealand will continue to be a leader in this changing landscape.

  21. What the future holds / Apple Think Differently Video

  22. Here’s to the crazy ones

  23. BUILDING BLOCKS http://experiencecurve.com/archives/seven-building-blocks-of-the-social-web

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