Airline Fun Facts

Lufthansa Content Marketing Idea

Jayesh Gill

A contest would be held in which people will write about what they like best about Lufthansa using the hashtag #ilovelufthansa and share their experience along with a funny selfie of themselves. The contest would be open for everyone to participate but the participant will have to follow Lufthansa either on Twitter or Instagram.

 There will be 3 winners selected each day and the winners of the campaign would get 80% on any flight booking, which will be valid for up to one year. For the promotion of the contest Lufthansa airlines would inform it’s passengers through the media screens in their planes, on all their social media accounts and on the travel websites.

The duration of this contest would be for one week starting from July 1. This ad would be launched during the summer travel to increase the flow of audience since summer is the time of maximum volume of sales.

The audience for this campaign would include all those people who are active on social media. This promotion would be serving 2 purpose; first it would be used for acquiring new audience on their social media accounts (increasing the number of followers and likes on Twitter and Instagram) and to keep their existing users engaged.  This campaign will also make the company aware of the things people like about them the most.

This is a student- concept for a Sheridan Pilon School of Business Digital Marketing Course

British Airways vs Lufthansa Fan Pages

Jayesh Gill

Below are the fan pages of British airways

British Airways Fans- CMAE

This fan page on Facebook post pictures of the airplane, post news about British airways such as status of the flights, new addition to the fleet of planes, new routes and videos about the planes etc. This is the fan page screenshot  

                                     

British Airways News

This is a twitter fan page contains information relating to the news and media relating to the British Airways.

Britishairways.fanpage

This Instagram page includes pictures and videos about British airways put up by a fan.

The following are the fan pages of the Lufthansa airlines

Fans of Lufthansa

This is a Facebook page which is dedicated to Lufthansa. This page has latest news, pictures and videos of Lufthansa Airlines.

Lufthansa Flyer

This fan page follows the events, news and the promotion of the Lufthansa Airlines.

Flight_and_more

The Instagram page dedicated to the beautiful pictures of the Lufthansa Airlines.

British Airways vs Lufthansa on YouTube

Jayesh Gill

How often does each brand post a new video?

British airways is fairly active on YouTube. The post new videos on average after 2 or 3 days. The last video posted by British Airways was on 10^th February, 2017.

Lufthansa airlines is not active on YouTube. They post new videos on average after 15-30 days. The last video posted by them was on 8^th February, 2017.

What kind of video content does each brand post?

British airways has diverse type of video content. There recent video were about fund raising, on-board entertainment, recruitment of musicians, travel guide, videos about the experience in British Airways and more offering provided by them.

Lufthansa video content has a lot of variety which include airplane building process, future of Lufthansa, fashion week, other customer engaging content as well.

In the description area, what kind of content is included?

In all the description area of the video includes only the description of the video. For one of the fund raising video some statistics are provided in addition to the description, also a link to the British Airways page is provided where people can donate money.

Lufthansa description area content includes the description of the video, links to its own website, a link for subscribing to their YouTube channel, links of its all social media accounts and more Lufthansa videos. The description area also includes the positioning statement of its brand.

Which are your two brands most successful recent videos?

The most successful video posted by British Airways is “British Airways- our guide to Berlin”. The video is about the various famous and not so famous places. The video had 4,051 views, 12 likes and all the comments were disabled for the video. Following is the link to the video- https://www.youtube.com/watch?v=22VtlRNkYoo

Lufthansa most successful video was titled “Watch our Newbie D-AIXA Grow Up | Lufthansa”. The video was assembling of all the parts of the new airplane. This video got a total of 169,203 views, 538 likes and 77 comments. Following is the link to the video- https://www.youtube.com/watch?v=lFOGnbuAIEg

British Airways vs Lufthansa on Twitter

Jayesh Gill

How often does each brand post?

British Airways is active on twitter posting almost every day once. On average they are more active on week days than on the weekends.

Lufthansa is more active compared to British Airways with posting the content. They post everyday ranging from 2 to 3 posts regardless of weekend or week days.

What kind of content does each brand post?

For the recent posts of British Airways have been regarding the weather and if it has any effect on their flights and informing about that particular fight time. Other post include booking summer flights from different locations, announcements for new routes, celebration of events. They have variety but are mostly focused on providing content about their flight status.

Lufthansa post on the other hand has a lot of variety. Their post are more interactive, they have different types of quizzes to keep their page exciting, they are also listening to the complaints of the people and are responding right away to deal with their issues. Like Facebook they have #LHcityoftheMonth going on along with #LHFashionFlight which provides fashion tips, shopping spots in different cities.

You can have a look at the twitter pages of both the brands

Keyword sentences used by either brand.

British airways keywords are #Malaga, #Palma, #Ibiza, on board. Keywords used by Lufthansa are #LHcityoftheMonth, #MondayMotivation, #LufthansaMagazin, #LHFashionFlight.

Does each brand use the 50/50 rule?

Both of the airlines does not follow the 50/50 rule. Their recent posts have been promoting their own business.

Which are the most successful recent posts?

The most successful recent post of British airways was on January 26, 2017. It had 192 retweets and 817 likes. The post was the celebration of the Republic Day for the Indians, and British airways was wishing all the Indian happy Republic Day.

The most successful post for the Lufthansa was on February 2, 2017. It had 34 retweets and 81 likes. The post was about creating excitement about their plane. The post asked people to find out about the name of the plane in the video. #LHA350

British Airways vs Lufthansa on Facebook

Jayesh Gill

How often does each brand post?

British airways is moderately active on Facebook. They post their content mostly after every 3^rd or 4^th day, though there are slight variation of dates with the posting of the content. There was a gap of 10 days of posting from January 17^th-27^th. They only post one post on their Facebook page.  

On the other hand Lufthansa is highly active, posting their content every day. For the last 7 days from 8 to 14^th they have posted only one post, but if we look further back they have been posting at least 2 post each day.

What kind of content does each brand post?

British Airways content have a lot of variety, but mostly there post focuses on how they can make the customer’s trip unforgettable or encouraging them to travel different places using their flights. For example- their content include the celebration of the events and making trips,  posts about The Who and IAG cargo for celebrating touring together for 50 years, their partnership with other brands, announcements of the new routes, fundraising held etc. All of their post include either images or has a video to make it more engaging.

Lufthansa’s post are quite a different in terms of the content they post compared to British Airways. Their post are about different cities rather than compelling the people to buy their airplane tickets. They use city of the month hashtag in which they focus on one city but along with it their post include variety of ways to interact with people such as their post with a picture of city from the plane asking the people to guess the city.  

Does each brand use the 50/50 rule?

British airways does not seems to be using the 50/50 rule. There recent posts include most of their own content but they still have a few post about the community. The same is with Lufthansa, as there post are their own created content.

 Which are the most successful recent posts?

British Airways most successful recent post was on December 30, 2016. It got 6.9K likes, 185K views and 1,180 shares. It was a video which welcomed the New Year and a goodbye to the memories of 2016.

Lufthansa’s most successful post was on February 7, 2017. It got 27K likes, 1.9M views and 3,085 shares. It was also a video which addressed Frankfurt about its new airplane A350.

Below are the images of the Facebook page of both the brands-

           

An SEO Analysis of British Airways & Lufthansa Airlines

Title:  Airlines- SEO Analysis

Written by:  Jayesh Gill

Subtitle:  British Airways and Lufthansa

Introduction

Include an Introduction that explains why SEO is an important consideration for marketers.

SEO are important consideration for the marketer as they are a way of getting traffic with the organic search result i.e. getting traffic free of cost. They help in increasing the view on social media as well as increases the revenue of the brand. It also helps to boost the confidence among the user/ consumer of information because the consumer thinks that this brand can be trusted in comparison to those who show their content with the help of AdWords.

SEO Audit	British Airways	Lufthansa
Screen Captures of both Brand’s home pages:
1.     URL:	https://www.britishairways.com/travel/home/public/en_ca	http://www.lufthansa.com/online/portal/lh/ca/homepage
2.     Page Title	Book Flights, Holidays & Check In Online | British Airways	Flight tickets online - fly worldwide - Lufthansa &#174  Canada
3.     Meta Description	Book flights to London, New York and many other international holiday destinations with British Airways. BA.com offer flights, hotels, holidays, car rental and more.	Book your flights online and get the best offers to fly to Munich, Frankfurt, Tehran, Budapest, Prague, Delhi and many other destinations around the world. - Lufthansa Canada.
4.     Meta Keywords :	Keywords- flights, booking, hotels, city breaks, car rental, check in online, british airways, ba, ba.com.	There are no Keywords in the source code.
5.     Quality of written content	Lots of information provided with various deals such as flights and hotel packages. Prices of fair provided and people also have the option to fill-in the information to find flights and their prices. Good quality content to inform the users.	Less content compared to British Airways, but sufficient enough to help the user to navigate easily. But overall quality of content is better than BA.
6.     Content shareable	Yes the content is shareable on Facebook, Twitter, Pinterest and LinkedIn, google+ and Vine	The content is shareable on Facebook, Twitter, Instagram, YouTube, Foursquare and Google+
7.     Quality of visual content	Good quality of visual content. Has provided with beautiful images to attract its customers.	Also has good visual content
8.     site upload speed	The site upload is very fast.	Fast upload speed.
9.     Call-to-action:	Find out more, Get started, Find flights, plan your multi-city vacation and join us today.	Search flights, find out more, find the best deals, Find the best price and register
10.  Anchored Text (hyperlinks):	Find out more, book now, Children travelling alone, 10+ passengers, disability assistance, see FAQs, London, Edinburgh, Manchester, Paris, get started, Flights + 5 nights hotel, Flights to London, Layaway vacations, Air inclusive packages, Best price Guarantee, Low price finder, where we fly.	Search with more option, where we fly, Milan, more destinations, further check in option, register now, login, miles and more, help & contact, Athens, Berlin, Paris, Vienna, Brussels, Rome, Paris, Munich, Are you Flexible? Try our best price search and take advantage of the lowest available Lufthansa fares.
11.  Mobile Friendly: Yes/No	Yes, it is mobile friendly. The content can be easily located.	Yes it is mobile friendly with easy navigation.
12.  Social Media: (List all SM icons on the home page.	The icons on the home page are Facebook, Twitter and LinkedIn	Facebook, Twitter, Instagram, YouTube, Foursquare and Google+

Google Trends:

Google Trends Insights:

Provide Insights.  Include one to two sentences in your own words that outlines the topic and the two brands you compared.  Discuss the results you obtained from Google Trends.  What observations can you make about the search interest in this topic over the past 12 months?

The topic that our team has selected is Airlines. The brands that I am comparing are British Airways and Lufthansa. After comparing both the brands in google trends we can clearly make out the British Airways is performing better than Lufthansa airlines for the past many years but there are some fluctuations with Lufthansa’s increase in the search interest. But the general trends points out toward the better performance of British airways. Even over the last 12 months the interest over time shows us the same pattern but during the month of November the search for Lufthansa shows a rise while there is decline in the other. After that the patterns for search interest continues to be the same with Lufthansa showing low interest. 

Latent Semantic Indexing Keywords:

Generate a list of LSI keywords from the LSIGraph Keyword Generator.  Search your sites and identify any LSI Keywords that you can find on either of your brands’ sites.  Target at least 3 per brand.

The keywords for British Airways are booking, cheapest fair and vacation and for Lufthansa are check-in, baggage and reservation.

Summary:

In term of Meta keywords British Airways has more advantage since it has a lots of keywords whereas there are none in the Lufthansa airlines website. The upload speed of both the website is very fast. In terms of visual content Lufthansa performs better with better visuals and seems more sophisticated than British Airways because BA has a lot of written content which makes it less pleasing to the eye.  Both of the website content are shareable to many different social media websites. The call to action for both of the brands is good. There websites are mobile friendly with easy navigation. The keywords found on the sites were baggage information, check-in, air packages.

 

Conclusion:

Include a conclusion that outlines which brand has the strongest SEO and performed best though the audit.  Were there any surprises?

The strongest SEO and performance was of British Airways. The biggest advantage being that they had a lot of Meta keywords which helped it to increase the search result of its brand. Yes, I was a little surprised that Lufthansa did not had any keyword since it is such big company. It should focus more on the SEO to help to boost up its ranking. As we did saw in the google trends too that people showed more interest in the British Airways which is the core reason due to their focus on the keywords.

APA Citations

British Airways. (2017). Home. Retrieved from British airways Web site: https://www.britishairways.com/travel/home/public/en_ca

Lufthansa. (2017). homepage. Retrieved from Lufthansa Website: http://www.lufthansa.com/online/portal/lh/ca/homepage