Air France Case Study: Transforming Marketing with Social Media

This case study examines Air France's use of social media marketing to transform its marketing approach and expand its global reach. It explores how social media platforms have increased interaction between companies and customers, impacting brand awareness both positively and negatively. The study identifies challenges Air France faces in leveraging social media for branding, including competition and effective tool selection. It delves into various social networking sites like Facebook, Twitter, LinkedIn, Flickr, and YouTube, analyzing their roles in marketing and brand positioning. The research methodology involves quantitative analysis to assess the effectiveness of Air France's social media strategies. The study concludes by providing recommendations for Air France to enhance its brand awareness and capitalize on social media opportunities, contrasting traditional advertising methods with modern digital approaches. Desklib provides access to this and similar solved assignments.

Running head: SOCIAL MEDIA MARKETING
Social media marketing and how it transformed the idea of marketing and reached all over
the world- Case Study of Air France
Name of the Student
Name of the University
Author Note

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Acknowledgement
Thank you to all of those who have helped listened and encouraged me throughout this study.
I am indebted to my supervisor ……………………. whose guidance, advice and patience
have been immeasurable. My sincere thanks to all members of the…………… [Mention your
university/college name], both staff and students, whose continuous support have made this
thesis possible.
I would like to thank all of the participants in the study: students, teachers and Local
Education Authorities, for the time and help given throughout. Without their participation,
this research would not have been possible. In this context, I am also thankful to them, whose
research work helped me to execute this paper well.
Finally, I thank my family, without whom this thesis would not have been started or
completed! Your encouragement and support have never faltered; thank you.

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Abstract
Social media marketing is the process through which the attention of the potential customers
can be gained in the social media sites. The marketing programs that are adopted for the
social media sites encourage the customers in reading the contents that are shared by the
companies. The level of interaction between these two has increased to a great extent due to
the use of social media networks, which has helped in marketing the products and services in
a proper manner as well. The social media platforms has gained popularity in the recent
years, which has helped the businesses to increase its level of productivity and brand
awareness in the market as well. It has also resulted for the company in shifting towards new
media from the traditional media networks that are present.

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Table of Contents
1.0 Introduction..........................................................................................................................5
1.1: Problem Statement..........................................................................................................5
1.2: Organization background................................................................................................5
1.3 Aim of the study...............................................................................................................6
1.4 Research objectives..........................................................................................................6
1.5 Research questions...........................................................................................................6
2.0: Literature Review................................................................................................................8
2.1: Concept of social media..................................................................................................8
2.2: Social networking sites...................................................................................................8
2.2.1: Facebook..................................................................................................................8
2.2.2: Twitter......................................................................................................................9
2.2.3: LinkedIn...................................................................................................................9
2.2.4: Flickr........................................................................................................................9
2.2.5: YouTube.................................................................................................................10
2.3: The role of social media networks................................................................................10
2.3.1: Marketing with the help of social media................................................................10
2.3.2: Sales Funnel adoption in social media...................................................................11
2.4: Value and power of social networks.............................................................................11
2.4.1: Sarnoff’s Law.........................................................................................................11
2.4.2: Metcalfe’s Law......................................................................................................12
2.4.3: Reed’s Law............................................................................................................12

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2.5: Factors determining impact of social media on brand awareness.................................13
2.6: Online branding.............................................................................................................14
2.6.1: Disadvantages of online branding..........................................................................14
2.6.2: Brand equity...........................................................................................................15
2.7: Traditional channels of advertising...............................................................................15
3.0: Research Methodology.....................................................................................................16
4.0: Analysis and Findings.......................................................................................................17
4.1: Introduction...................................................................................................................17
4.2: Quantitative analysis.....................................................................................................17
5.0: Discussion and Conclusion...............................................................................................21
5.1: Discussion.....................................................................................................................21
5.2: Conclusion....................................................................................................................22
Reference List..........................................................................................................................23
Appendices...............................................................................................................................26
Appendix 1: Survey questions.............................................................................................26

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1.0 Introduction
Social media marketing is the process through which the attention of the potential
customers can be gained in the social media sites. The marketing programs that are adopted
for the social media sites encourage the customers in reading the contents that are shared by
the companies. This results in electronic word of mouth (E-WoM) so that the sales of the
companies can be increased to a significant manner (Scott). The social networking websites
allow the consumers in interacting with one another so that a better level of relationship can
be built. This enables the company in handling the complaints and feedbacks that are
provided by the customers in a proper manner. The networking sites also act as a direct
platform for the consumers in interacting directly with the companies with respect to the
products and services that are being offered to them (Lewis).
1.1: Problem Statement
The use of social networks has helped in transforming the level of connectivity
between the companies and the customers. The level of interaction between these two has
increased to a great extent due to the use of social media networks, which has helped in
marketing the products and services in a proper manner as well. The problem associated with
the social media networks are that it creates an impact on the branding of the company in a
positive or negative manner. The companies are also facing many challenges, which needs to
be minimized so that the management can be done accordingly and to determine the best
social networking tools that will help the companies in creating awareness of their brands
(Strauss, Judy and Raymond).
1.2: Organization background
Air France is one of the main flag carrier airships that has its headquarters in
Tremblay-en-France. The company is a subsidiary of the Air France-KLM Group and plays a

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part in the global alliance of airlines. The airlines help the customers by serving in 36
destinations and specializes in cargo and passenger services. The global hub of the company
is located in the Charles de Gaulle Airport and the domestic hub of the company is located in
Orly Airport. The company has been using the social sites so that it can spread awareness of
its services among the customers. This has enabled them in gaining many new customers
with the discounts and offers that they are providing to the customers. However, in the recent
times it can be seen that the customers are not being attracted towards the company in spite of
the advertisements that are being done by them. This factor will be studied in thesis thesis
(Air France KLM).
1.3 Aim of the study
The thesis will help in shedding light on how the company can take up the
opportunities that are present in the social networking sites so that it can spread brand
awareness. The use f the right tools in social media network will also allow the company in
increasing the brand visibility.
1.4 Research objectives
The thesis will be based on the following objectives:
 To study the role of social media and its branding impacts
 To understand the challenges that the company face so that it can be reduced
 To understand the traditional advertising methods and its relevance today
 To provide suitable recommendation so that the social network sites can help the
company in increasing brand awareness
1.5 Research questions
The thesis will be done according to the following questions:
1. How does social media create an impact on the branding techniques?

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2. What are the challenges that the company faces with respect to social media
marketing?
3. What is the importance of traditional advertising tools in the world at present?
4. What are the suitable recommendations that can be provide to the company to
increase brand awareness?

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2.0: Literature Review
2.1: Concept of social media
The social media platforms has gained popularity in the recent years, which has
helped the businesses to increase its level of productivity and brand awareness in the market
as well. It has also resulted for the company in shifting towards new media from the
traditional media networks that are present. This has led the companies in facing multiple
challenges at the initial years in adapting to this technology. It has been seen that the
companies are shifting their focus gradually towards the online advertising methods so that
they can align themselves in a better manner with the modern buyers (Ryan).
Social media is a platform that helps the company to be connected with their
customers on a virtual platform so that the products and services that are launched by the
company can help in increasing the brand awareness. The social sites such as Facebook,
YouTube, Twitter, Flickr and LinkedIn has allowed the companies in advertising their
services to its customers and stay connected with them as well (De Mooij).
2.2: Social networking sites
2.2.1: Facebook
This site was launched in the year 2004 and currently has more than 800 million users
who are active on this platform. The site is also accessible also through the mobile devices
that has helped the people in staying connected with their friends and families located at
different places. The site is also available in different languages so that it can help the people
in conversing in their native languages. The company has also launched a new portal in 2011
for the marketers so that it can help them in showcasing their products and services to the
customers. Air France has to market the services in a proper manner through this platform so

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that it can help the customers in understanding the varieties that are being offered to them
(Mulhern).
2.2.2: Twitter
This site was launched in 2006 and was quite the opposite of Facebook, as it helped
the people in getting the latest information regarding the topics that they find interesting.
After finding the interests, the users need to follow them so that it can help them in getting
more information when the company updates their portal. It has allowed many companies in
positioning their brands in the market through the feedbacks so that it can help in increasing
the market intelligence. The customer relationship marketing has also allowed in increasing
the direct sales so that the company can reach out to their customers directly. Air France uses
this platform to advertise their services so that it can help in lifting their brand name and
enhance the relationship with the customers (Jenkins et al.).
2.2.3: LinkedIn
According to Chaffey, this site was launched in the year 2003 so that the users can
share their knowledge and ideas with each other. It is responsible for operating the largest
network of professionals and covers more than 200 countries. The portal is available in
different languages so that professionals of different regions can have access to it. The portal
helps in providing access to variety of information such as the name and size of the company
and the job title for which the employees can be hired. Cathay Pacific Airway is a perfect
example that uses this portal, which has enabled them in sending messages to different people
so that their feedbacks can help the company to improve. They have been able to increase
their brand awareness in the market as well using this portal. Air France on the other hand has
not been able to capitalize through this site and needs to improve their portal so that potential
users can be attracted.

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2.2.4: Flickr
This site helps in sharing photos that was launched in the market in 2004 and was
taken over by Yahoo! In the year 2005. The company is available in ten languages and has
more than 50 million users. It allows the users in uploading images and videos through the
Free and Pro account where the Free account allows the user in uploading 2 videos and 300
MB of images per month and the Pro account gives unlimited access in uploading photos and
videos. Air France does not use this portal as it does not help them in increasing their
customer base in the market (Leeflang et al.).
2.2.5: YouTube
According to Tuten and Michael, YouTube was created in 2005, which was primarily
a website to share videos that are inspirational and informative for the users. The company
uses HTML5 and Adobe Flash Video so that the video content can be generated for the user
and can be viewed by more number of people. Almost 5 billion videos are viewed on an
everyday basis and almost 800 million people visit the site on a monthly basis so that the
contents can be watched and shared. Air France uses this medium to advertise their products
and services so that it can spread awareness of the products among the customers.
2.3: The role of social media networks
Babin and William stated that one of the many characteristics of social media is that
this platform can be used by the people to initiate interactions and collaborate with others
based on the ideas that has been pitched. It also enables the users in sharing the content so
that the level of communication can be increased. The primary role of social media networks
is to increase the level of communication so that it can help in developing trust between the
customers and the business.

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2.3.1: Marketing with the help of social media
Marketing is a function that helps in the process of creating, delivering and
communicating the values to the customers so that a healthy relationship can be developed
between the stakeholders and its organization. Internet marketing is an application that helps
in using the digital technologies in achieving the objectives of the company set for marketing.
It helps the company in identifying the processes for which internet can be used for
marketing so that the needs and wants of the customers can be analysed. The contribution
from the online revenue can also be anticipated so that the satisfaction among the customers
can be increased (Boone and David).
2.3.2: Sales Funnel adoption in social media
The relationship between online networking and brand has to be developed in a
proper manner so that it can make the business sustainable in nature. The companies need to
understand the network in an efficient manner, which will help in attracting the customers
due to better quality and increasing the prospects in the market as well.
The sales funnel is wider at the top and narrows down while reaching the bottom
portion. The marketers use this form of advertising so that it can help in presenting their ideas
to prospective clients and increase its level of marketing process (Hays and Dimitrios).
2.4: Value and power of social networks
The social network is a set of relationship that has the ability to grown in to complex
patterns in an enormous manner. The company may go online depending on various factors
such as establishing their brands or growing contacts with more number of people. The laws
of value-governance help in understanding the relationship between the patterns that are
present (Baker).