On 4 August I had the honor along with Milos Vujnovic (on whose blog A detailed post is published to) the 4th Twittwoch to visit in Stuttgart, where Lufthansa introduced its eTeaming & Social Media strategy. Lufthansa was represented here by Klaus Lukas and Dr. Thorsten Wingenter.
the example of United Airline case showed how important social media and social networks for businesses have become. In the case of United had refused to knit a country singer to replace the damaged guitar until he was frustrated its own music video produced about the incident and YouTube online. To date, the number of views of the video is over 9 million has increased, the loss of image for United was significant and showed the aviation industry, Lufthansa, and probably also that one does not come around to deal with the topic of social media.
This led to about a year ago in the Lufthansa Group, the entire Jive Software eTeaming a . A platform on 23 April 2010 on the 7th IIR Technology Web 2.0 conference in Frankfurt was awarded the Award for "Best internal communications strategy."
"Lufthansa has demonstrated the courage and the foresight to establish a brand new form of communication and cooperation within the group and thus to complement the traditional methods of communication." ( Jörg Bienert, empulse GmbH )
is the core eTeaming a tool for effective and asynchronous collaboration in working and project groups that internal corporate communication and encourages the employees helps the company access to the knowledge quickly and effectively. The success of the system reflected in the fact that it is currently used, according to Klaus Lukas of over 25,000 Lufthansa employees around the globe and enjoys increasing popularity.
eTeaming examples of elements (individual Spaces community) are:
- Digital Innovators Club
- Fuel Efficiency
- crowdsourcing
- group Everything Social Media
- Blackberry World
- service exchange market (transfer of processes and bulletin boards)
central to the success of eTeaming is that now a relatively simple tool is available which the employee is allowed access to its accumulated knowledge can be consolidated. Everyone knows probably the case that one is certain that one is not the first of which deals with a specific problem, but we do not know where to look for a response, or whom to ask, could that could be familiar with this topic. Here are the new platform, with its social media elements, a clever way to do this is by employees seen as such and therefore you could here within a year such a large inflow of users generate.
Lessons learned by Lufthansa:
- social software is ready for use in large companies (IT drives business).
- acceptance in companies such as Lufthansa is great, ever-growing increase in users (Business drives IT).
- physical relationship education (classical meetings, kickoffs, ...) is still very important.
- for the new form of cooperation, there is no classical equivalent. Rooms / groups need within the platform of an active driver (Community Manager). Objective: integration and encourage cooperation between LH group.
But Lufthansa does not try to use only internal benefits of social media applications. So you have to MySkyStatus.com introduced a new product successfully. Registered users can enter their Twitter and Facebook MySkyStatus flight data and provides its subscribers then during the flight with destination information of each client, fully automatic, even if it has no power in the aircraft. That this type of tracking system also contains risks will notice relatively quickly. So, the customer is known of his whereabouts, allowing criminal predisposed people to accept this information and break into the homes of the respective persons. will make an awareness of the danger the page pleaserobme.com .
It must be noted that Lufthansa has gone boldly ahead, as she introduced her eTeaming solution, as reported, but it has been for the courage more than just rewards!
In the next blog post I will deal with JetBlue, which have a reputation for excellent use of Twitter.
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