Comments on: Why time is running out for the Singapore Airlines brand to get into Web 2.0 http://simpliflying.com/2009/why-time-is-running-out-for-the-singapore-airlines-brand-to-get-into-web-20/ Helping airlines & airports engage travelers, profitably Sun, 22 Apr 2012 04:02:10 +0000 hourly 1 By: Singapore Girl – you’re a cheap way to fly…or are you? Making the low cost Singapore Airlines brand work | Leaders in airline & airport customer engagement :: SimpliFlying http://simpliflying.com/2009/why-time-is-running-out-for-the-singapore-airlines-brand-to-get-into-web-20/comment-page-1/#comment-5136 Singapore Girl – you’re a cheap way to fly…or are you? Making the low cost Singapore Airlines brand work | Leaders in airline & airport customer engagement :: SimpliFlying Tue, 31 May 2011 04:23:51 +0000 http://simpliflying.com/?p=1222#comment-5136 [...] familiar with (I still have to fax in certain requests to Krisflyer!). They can no longer be in a state of educated nonchalance about these new ways of building a brand, as I had mentioned [...] [...] familiar with (I still have to fax in certain requests to Krisflyer!). They can no longer be in a state of educated nonchalance about these new ways of building a brand, as I had mentioned [...]

]]> By: Dual Sim Phones http://simpliflying.com/2009/why-time-is-running-out-for-the-singapore-airlines-brand-to-get-into-web-20/comment-page-1/#comment-3205 Dual Sim Phones Thu, 31 Dec 2009 18:23:24 +0000 http://simpliflying.com/?p=1222#comment-3205 nice post nice post

]]> By: Ophir Ben-Yitschak http://simpliflying.com/2009/why-time-is-running-out-for-the-singapore-airlines-brand-to-get-into-web-20/comment-page-1/#comment-2044 Ophir Ben-Yitschak Mon, 11 May 2009 18:43:36 +0000 http://simpliflying.com/?p=1222#comment-2044 I heard a very interesting discussion on the radio a year ago. The announcer told a story about how he and his wife went to a very fancy restaurant for their anniversary. They dressed up in their best clothes and went to one of the city's high-end restaurants, one of those that cater to the wealthiest percentile. He then went on to complain that while they were at the restaurant, they noticed there were many younger people there who came dressed in their jeans, T-shirts and sandals. This of course bothered him and his wife considerably, since they thought they were going to an exclusive restaurant. The announcer then opened the show for calls to hear opinions and one of the first calls was a restaurant owner who told him straight-out: "The days of the old money being only with the suits and ties are over. We restaurant owners have to change our policies to fit the new world, where the NEW money is with people wearing jeans, T-shirts and sandals." I think this story tells it all - whether it is a restaurant or SIA. I heard a very interesting discussion on the radio a year ago. The announcer told a story about how he and his wife went to a very fancy restaurant for their anniversary. They dressed up in their best clothes and went to one of the city’s high-end restaurants, one of those that cater to the wealthiest percentile.
He then went on to complain that while they were at the restaurant, they noticed there were many younger people there who came dressed in their jeans, T-shirts and sandals. This of course bothered him and his wife considerably, since they thought they were going to an exclusive restaurant.

The announcer then opened the show for calls to hear opinions and one of the first calls was a restaurant owner who told him straight-out: “The days of the old money being only with the suits and ties are over. We restaurant owners have to change our policies to fit the new world, where the NEW money is with people wearing jeans, T-shirts and sandals.”

I think this story tells it all – whether it is a restaurant or SIA.

]]> By: Robert Philips http://simpliflying.com/2009/why-time-is-running-out-for-the-singapore-airlines-brand-to-get-into-web-20/comment-page-1/#comment-2043 Robert Philips Mon, 11 May 2009 18:40:28 +0000 http://simpliflying.com/?p=1222#comment-2043 They don't, and they will have a difficult time thriving, because they are good at following a high quality service regimen - but not at a free flow of feedback and information (in many ways, they are the opposite of Virgin and Southwest). Keep in mind - the Singapore Girl was created by an Australian, Ian Batey. SIA is going to need an entire team (either in-house or outsourced) that can think creatively and adapt to the different social media environments. SIA does deserve credit for being one of the airlines with the most strategic online advertising....with effective keyword-driven banner ads on LinkedIn, YouTube, CNN.com, MSNBC.com, etc. They don’t, and they will have a difficult time thriving, because they are good at following a high quality service regimen – but not at a free flow of feedback and information (in many ways, they are the opposite of Virgin and Southwest). Keep in mind – the Singapore Girl was created by an Australian, Ian Batey. SIA is going to need an entire team (either in-house or outsourced) that can think creatively and adapt to the different social media environments. SIA does deserve credit for being one of the airlines with the most strategic online advertising….with effective keyword-driven banner ads on LinkedIn, YouTube, CNN.com, MSNBC.com, etc.

]]> By: Bruce Sweigert http://simpliflying.com/2009/why-time-is-running-out-for-the-singapore-airlines-brand-to-get-into-web-20/comment-page-1/#comment-2042 Bruce Sweigert Mon, 11 May 2009 18:35:37 +0000 http://simpliflying.com/?p=1222#comment-2042 SIA tends to very cautious and conservative and they will take time to study the success and mistakes of early adopters and then move from there. SIA tends to very cautious and conservative and they will take time to study the success and mistakes of early adopters and then move from there.

]]> By: Bharath Rao http://simpliflying.com/2009/why-time-is-running-out-for-the-singapore-airlines-brand-to-get-into-web-20/comment-page-1/#comment-2039 Bharath Rao Mon, 11 May 2009 18:24:09 +0000 http://simpliflying.com/?p=1222#comment-2039 Shahank, Your question has to do with many brands, not just SIA. One of the common but mistaken assumptions that consumer brands make about social media is that consumers are dying to evangelize for the brand. That's simply wishful thinking for the following reasons. 1) Not all customers are happy. 2) Happy customers need not talk either. Unhappy customers often do. 3) The concrete benefit of being part of the social media initiative of the brand is often not clear. Often, it's not fun enough either. 4) Customers will lose credibility among friends and business contacts if they evangelize too many brands. SIA can do some of the following stuff in its social media strategy depending on how it wants to position the brand. 1) Pick up a brand positioning statement for SIA and create a game around it. For instance, the statement could be "preferred airline of successful businessmen". In that case, the game could be around business/startegy. 2) Since SIA is a luxury airline, it has the potential of being a networking platform for businesspeople. So creating a business networking kind of site would help. But signing up on 100s of sites that come up this way is a pain. So, having presence on Facebook/LinkedIn also helps. 3) Incentivize customers to participate and make it Viral. 4) Nothing is as viral as humor on the web, whether it's 1.0 or 2.0. Have a humorous element. Bharath. Shahank,

Your question has to do with many brands, not just SIA. One of the common but mistaken assumptions that consumer brands make about social media is that consumers are dying to evangelize for the brand. That’s simply wishful thinking for the following reasons.

1) Not all customers are happy.
2) Happy customers need not talk either. Unhappy customers often do.
3) The concrete benefit of being part of the social media initiative of the brand is often not clear. Often, it’s not fun enough either.
4) Customers will lose credibility among friends and business contacts if they evangelize too many brands.

SIA can do some of the following stuff in its social media strategy depending on how it wants to position the brand.

1) Pick up a brand positioning statement for SIA and create a game around it. For instance, the statement could be “preferred airline of successful businessmen”. In that case, the game could be around business/startegy.

2) Since SIA is a luxury airline, it has the potential of being a networking platform for businesspeople. So creating a business networking kind of site would help. But signing up on 100s of sites that come up this way is a pain. So, having presence on Facebook/LinkedIn also helps.

3) Incentivize customers to participate and make it Viral.

4) Nothing is as viral as humor on the web, whether it’s 1.0 or 2.0. Have a humorous element.

Bharath.

]]> By: Miguel Relva http://simpliflying.com/2009/why-time-is-running-out-for-the-singapore-airlines-brand-to-get-into-web-20/comment-page-1/#comment-2038 Miguel Relva Mon, 11 May 2009 18:14:13 +0000 http://simpliflying.com/?p=1222#comment-2038 If I were you, I would be more concerned about what content would I provide in order to be relevant to the social network you'll host your communication platform, don’t think that display will do the trick. You should think in engaging the people with relevancy. Ex. if you use MySpace in must use music to engage. If I were you, I would be more concerned about what content would I provide in order to be relevant to the social network you’ll host your communication platform, don’t think that display will do the trick. You should think in engaging the people with relevancy. Ex. if you use MySpace in must use music to engage.

]]> By: shashank Nigam http://simpliflying.com/2009/why-time-is-running-out-for-the-singapore-airlines-brand-to-get-into-web-20/comment-page-1/#comment-2037 shashank Nigam Mon, 11 May 2009 18:10:43 +0000 http://simpliflying.com/?p=1222#comment-2037 @Tim: Brilliant suggestions. Given SIA's high proportion of premium passengers, I think the iPhone apps and Blackberry apps can work very well as a strategy to connect with the passengers. Couple this with a Twitter account to provide customer service and you have an airline brand that rocks online too! @Tim: Brilliant suggestions. Given SIA’s high proportion of premium passengers, I think the iPhone apps and Blackberry apps can work very well as a strategy to connect with the passengers. Couple this with a Twitter account to provide customer service and you have an airline brand that rocks online too!

]]> By: Tim Vanheers http://simpliflying.com/2009/why-time-is-running-out-for-the-singapore-airlines-brand-to-get-into-web-20/comment-page-1/#comment-2036 Tim Vanheers Mon, 11 May 2009 18:08:47 +0000 http://simpliflying.com/?p=1222#comment-2036 Hi! Interesting post! Actually Singapore Airlines could leverage on their already very good brand image. Branded apps could surely be a way to go. Or maybe inflight entertainment sent to the iPhones or Blackberries in the airplane itself... or imagine that you can choose the menu in the flight on your iPhone... SO many possibilities! A Twitter account or a Facebook page would work very well, as lots of people are fans of SIA and will show brand love. But the content also has to be relevant. I personally would be very interested in SIA personnel twittering or blogging about their training and how they learn the corporate values of the company. Hi! Interesting post! Actually Singapore Airlines could leverage on their already very good brand image. Branded apps could surely be a way to go. Or maybe inflight entertainment sent to the iPhones or Blackberries in the airplane itself… or imagine that you can choose the menu in the flight on your iPhone… SO many possibilities!

A Twitter account or a Facebook page would work very well, as lots of people are fans of SIA and will show brand love. But the content also has to be relevant. I personally would be very interested in SIA personnel twittering or blogging about their training and how they learn the corporate values of the company.

]]> By: Ben http://simpliflying.com/2009/why-time-is-running-out-for-the-singapore-airlines-brand-to-get-into-web-20/comment-page-1/#comment-2024 Ben Sun, 10 May 2009 06:38:39 +0000 http://simpliflying.com/?p=1222#comment-2024 Singapore airlines has every advantage right now. If they do not follow suit behind other airlines who embrace the social media culture, they will be left behind. I hope they continue to lead the market by performing an evolutionary task right now by offering free flights to their twitter followers to their many destinations. This would allow them to make a comeback in the social media world! Singapore airlines has every advantage right now. If they do not follow suit behind other airlines who embrace the social media culture, they will be left behind. I hope they continue to lead the market by performing an evolutionary task right now by offering free flights to their twitter followers to their many destinations. This would allow them to make a comeback in the social media world!

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