On the Social Media Plane

Coming back from California on United. They have TVs suspended maybe every fourth seat from the top of the aisles, with movies playing through the trip. In between the movies, they had an absolutely stunning commercial- I wasn’t listening, but it was so imaginative that it caught my attention. Then the ad finished, and it turned out to be for…United.

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What is wrong with this picture? Here we are, ALREADY ON UNITED AIRLINES! Why advertise it further? I suppose the point could be made that the commercial was targeting a new class of consumers but…

We went Virgin on the way there- oxymoronical as that may seem. I chose both flights of these basically for  the times that they left and for the price of the tickets.  Here is the difference. On Virgin, the seats were more comfortable. Each person was given a monitor that was tied in with a version of GoogleMaps that showed the position of the jet, and gave you enough information to extrapolate how long until landing. We could purchase Internet access, and the seats had outlets for electronic equipment.

If you have the contacts already in place, you need to figure out how to keep them coming back. If someone is already on the plane- give them what they want so when they are going on that next trip and have a choice, you are the one they choose.

Social media is like that. Likely, you are already building your base of contacts online- between twitter and Facebook. Your people are already on the plane. Now you need to turn them into frequent fliers.

How can you do that? Look at your target audience, and decide what they want to see. ASK THEM, if you don’t think you know. Then give it- and be entertaining and light on the advertising. You already have them in the seats- keep them happy.

We will fly Virgin again, given the choice, because of the amenities. And we have told other people. Isn’t that how you want your business to grow?

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