Presented by Stephenie Rodriguez at the FAB Conference in Copenhagen, Denmark in June 2014, this presentation was delivered to CEOs and key decision marketers in travel food and beverage, airport operations, travel retail brands and trade media at the Moodie Report's annual meeting and awards.

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The 6 Dirty
Pretty
Secrets about
Digital,
Mobile &
Social Media
01
Stephenie Rodriguez,
Chief Enabling Officer
Mighty Media Group Pty Ltd
June 11, 2014 Copenhagen
#6DirtySecretsFAB

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Disclaimer: We’re no stranger to your
business.
Some of our favorite clients include….
Innovation and Customer Experience Planning
SSP – The Food Travel Experts
• Strategic Marketing Advice
• Social Media Marketing Campaigns
• Business Intelligence
Club Med Asia Pacific
• Social Media Strategic Advice
Strategic Advice for Tender
• Social Media Marketing Campaign Planning
• Community Management

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FOUR CRITICAL ASSUMPTIONS SHAPING
SOCIAL AIRPORT BUSINESS

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COMMUNICIATION CONTINUES TO REACH FURTHER FASTER
CRITICAL ASSUMPTION #1

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CRITICAL ASSUMPTION #2
MEDIA IS DEMOCRATISED & AUTHORITY IS DECENTRALIZED.

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CRITICAL ASSUMPTION #3
THE RISE IN CONVERSATION IS DELIVERING A FLUX OF BIG DATA.
WE NOW HAVE ACCESS TO MORE INFORMATION AND FASTER
THAN EVER BEFORE.

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CORE BUSINESS GOALS
WILL ALWAYS REMAIN
CONSTANT.
CRITICAL ASSUMPTION #4

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Secret 1:
Innovation is Every
Where.

9. 1These were our

10. 1And look at our Children.

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Secret 2:
You Don’t Own
Your Brand!

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YOUR DIGITAL FOOTPRINT EXTENDS BEYOND YOUR WEBSITE,
AND YOU SHOULD THINK FURTHER THAN FACEBOOK &
TWITTER.

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“Looking for a decent
restaurant in Sydney Int’l
Airport”…

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Secret 3:
Loyalty is Dead!

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F. I. F. G. A. E Index

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Advocacy + Intimacy = Relationship
Relationship + Engagement =
Opportunity

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Secret 4:
Think Differently
About Revenue
0pportunities

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“He Who
Owns The Data
Rules The
WORLD.”

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Secret 5:
Digital and mobile can
improve operational
efficiency.

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If Digital is not a part of your internal
culture you are just faking it!

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Secret 6:
Your ‘social’
customers expect
more from you than
those who are not.

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Don’t insult fans by wasting their attention or frustrating
them with your poor execution. Avoid the urge to ‘Use
and Abuse’ QR codes.

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The Success Benefit Matrix for Travel
SOCIAL CUSTOMER
SERVICE
BRAND/DESTINATION
AWARENESS
REVENUE
GENERATION
CRISIS MANAGEMENT
• SENTIMENT
• FEEDBACK
• BRAND HEALTH
• MARKETING
OPTIMIZATION
• OPERATIONAL
EFFICIENCY
• WAYFINDING
• BRAND
SIGNAL/OFFER
EDUCATION
• REAL TIME F&B
PROMOTION
• AUTHORITY
• AUTHENTICITY
• AGILITY
ASQ

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