Why was Lufthansa in the top 10 in Social Brands 100/ 2013? Part 2

by Cris

Lufthansa’s Facebook

Lufthansa Facebook Profile

From the above screenshot from Lufhtansa’s Facebook, it is apparent that they have a very popular Facebook page.  They have 1.4 m likes.

So what are some of the elements that they are doing well?

Evocative image with Question FB

After scanning their Facebook feed I have noticed that they have very appealing visuals.  Each fulfilling a different purpose for the brand.  For example, they have very evocative images with very aspirational quotes like the one above: “Which dream shall we fly you to this week?”

This has the intention to evoke the romanticism of travel. Not only is the image evocative, but by asking an engaging question, they make their content interactive.  You will have noticed that other than the 6,219 likes to date on the above post, 310 people have engaged with the question.

Research by MDG advertising, has shown that the use of images on a company’s business, branding, search, and social media efforts, has a very strong positive impact on how content is consumed. Content featuring compelling images averages 94 percent more total views than those without.

As you can see from the following infographic from MDG, images get the most engagement rate (0.37%), in the overall engagement rate with Facebook posts by type.

It’s All About the Images [infographic by MDG Advertising]

Infographic by MDG Advertising

According to Heidi Cohen “since most people do more than sit in front of a device all day (despite how it may feel to some of us), people have found new ways to efficiently process content.” As a result, we now have distinct ways to consume content, one of them being:

  • “Information Snacking”: “This is where we make use of otherwise wasted time with content we might not have read otherwise.”

This according to Heidi “is a critical factor for marketers looking to break through a cluttered content landscape. Easy and quick to consume information allows your target audience to get your message without risking being put aside. ”

Heidi’s  Actionable Marketing Tip: Is to “use short visual content to feed on-the-go consumption”. If you are interested in reading further about what the benefits of using visual content and related actionable marketing tips are, then Heidi covers this further in an article in her blog  titled 5 Facts Prove Visual Content Is A Guaranteed Winner!

Lufthansa seems to be very aware of the above.

Lufthansa Photos FB

 

The above snapshot from their images gallery, show a vast array of imagery that is appealing and evocative.  Their photos “talk” to different groups of people. From those passionate about adventure, to those who love to travel , to aviation geeks (#avgeek), etc.

Best way to find yourself poster

The above picture is another example of the evocative imagery that Lufthansa uses in its news feed. This seems to be of a poster used off-line or even a picture in a magazine.  By including images of their off-line campaigns on-line, they stitch a tapestry of content. This allows Lufthansa to deliver a seamless narrative of their brand story via different channels and using different media. This is a reflection of an integrated marketing plan, where digital feeds into non-digital marketing assets and vice versa.

Newsletter FB

The above post in Lufthansa’s feed is another example of their integrated marketing plan. By inviting people to join their newsletter, they are inviting people to touch down at another “information hub” along their “flight” whilst searching for information before reaching a purchasing decision.

ZMOT flightmap

According to Google, this is known as Zero Moments of Truth ZMOT – the  several points in the buying cycle when the consumer researches a product –  “the shopper’s journey looks less like a funnel and more like a flight map, as John Ross of Shopper Sciences has called it. Shoppers dart back and forth as they touch down — again and again — not at cities but at all the information hubs on their journey. ” (See image above  illustrating the “flight map” of a consumer before reaching their final destination: shopping cart).

Philipines Casual FB

Lufthansa, uses its Facebook like its Twitter feed, to share messages that are in line with their brand’s five pillars of corporate responsibility:

  • Economic sustainability
  • Corporate governance and compliance
  • Climate and environmental responsibility
  • Social responsibility
  • Societal responsibility

For example, the above image is in line with their social and societal responsibility.

Living in a “social economy” (Brian Solis) brands’ actions or inactions are converted into currency “social currency”.  By posting items like images of their aid flights to the Philippines, they strengthen their “social balance sheet” through increasing their “social capital” by creating  unique bonds with the people they want to reach”.

Netiquette FB

 

Lufthansa has an icon in their Facebook profile titled Imprint & Netiquette.  By clicking on it, it takes you to the above page.  Here,  it makes clear that if people want customer service or administrative assistance, they should not use the Facebook page.

Instead people are giving clear signposts on how to reach the relevant departments. This allows for good customer service allowing customers to contact the relevant departments whilst keeping the “purity” of the Facebook as a brand engagement channel separate of customer service.  Obviously, customer service falls within the remit of brand engagement, but by keeping it separate from such a visual channel such as Facebook, allows Lufthansa more control over their brand voice and avoid any possible faux-pas.

There are many more elements within their Facebook page that makes it a really successful engagement tool for Lufthansa.

However, I wanted to capture some of the elements in this blog.  Other things that they have that work really well is by being responsive and post seasonal posts, they also engage their followers with interactive games like the Star Alliance Gold Game and fun gaming apps such as GeoGuessr.

Also, their Scene Spotter app allows for content creation by their community, keeping the content fresh and allowing for continued interaction with the brand. This creates an army of Produsers which rather than simply consuming content are  in fact the content producers.  Hence, content creation within Scene Spotter is an extension of the community voice, “content creation is an act of maintenance and construction (of both content and the social relationships among participants) at least as much as it is one of production” (Axel Bruns).  By engaging the community in this fashion, content is not perceived as stale, static but as a living organism that acts as a social glue in creating Lufthansa’s tribe.

In my next post in this series I will provide my findings on how Lufthansa is leveraging its YouTube channel.

Please do leave a comment if this post resonates with you in any way. If it stirs you positively and you feel someone else can benefit from it, feel free to share this post.

Wishing you great success

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