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Lufthansa´s business strategy on the Internet diciembre 14, 2012

Posted by Adrian Almeida in Third Post, Word Press 1213 posts.
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Adrian Almeida Diez.
Abstract:Lufthansa Logo
With this post our aim is expand a little bit more the idea of one business strategy on the Internet. Here we have analysed the strategy of Lufthansa, especially showing its web page, and the different social networks accounts. Furthermore, we have considered connect theses aspects with the importance of have a good Digital Identity and Reputation.


What about a business strategy on the Internet of a very important company? For this post we choose Lufthansa GmbH.  as a good example of one business strategy on the Internet and in Social Media World.  Here, as we made with our previous post, it´s necessary as well to focus on the same aspects, so in Social Media, specially Twitter, DI, Reputation and objectives.


Lufthansa is one the most important airlines around the world. It moves every year 45M passengers and it was founded in 1926 when the two most important airlines of Germany: Deutshe Aero Llyod and Luftverkehr Junkers, combine their efforts to carry out policies to help the development in air traffic sector. After this event, the planes transport system in Germany took off. In 1926, Lufthansa was in 57 different International Airports. In 1927 Spain and Germany created a connection between two countries and the Spanish company: Iberia.
In thirties the company was controlled by the Nazi´s Third Reich State. Lufthansa had to make flights in war times but it provided different services in neutral countries. Nevertheless, Lufthansa use forced workers and it contributed to keep the Nazi´s period. After the II World War, Lufthansa began again. It was a very different period of time, above everything because the world was divided in two blocks, Communist and Capitalist, and in the same way Germany was also divided. In this epoch, German airline was called Lufttag, more or less since 1954, when it changed again to the original name.
In sixties Lufthansa introduced the new Jet, which substituted the traditional propeller planes. In these ages, the German company expanded its volumes of flights and started the construction of new Booing 747.  The next decade the petrol crisis affected the company, but not a lot.  It suffer, as well, others threats, such as the army group hijackers problems.
Since 1980, Lufthansa lived a big re-foundation. The government of Germany took the control of the company, and the corporative image of it was turned into modern and more appropriate to the new era. At the same time, Lufthansa could return to the capital city and reunify city of Berlin; the city where the airline was born.
In nineties, the company suffered big changes because of the privatization. The competition with other companies was hard, and in general all of companies had to drop their prices. In this dramatic situation, Lufthansa formed alliances with other European companies and at the end; they founded “Star Alliance”. The success comes back again to the airline.
Nowadays, it is a modern company which have a lot of different business. Apart from “Star Alliance” (where there are 27 members), it has affiliate or subsidiary  airlines such as: Swiss International Air Lines, Lufthansa Italia, Germanwings and so on.

After we have already spoken about the history of the company, is time to start giving ideas of what business strategy has Lufthansa in web 2.0.

Web Page and Social Networks Accounts

Web Page

Firstly, we have to say that the company is in fact a big group of different companies, even so the normal Lufthansa that is the normal Lufthansa that we imagine, so the civil airline is the main view of webpage of German airline. Here, we are in a real comfortable place which is coloured by colours of the company: gold and blue; a small but really identifiable logo and name. Describing a little bit the web: it has big mobile photos section which show offers and on the right, there is a square where you can select flights in a personal way. The other parts, are not as important as the first one, but we have to say that here, there are second importance elements such as flights offers to visit cities with Christmas markets. This is a temporary offer, so it can´t have the same importance in webpage. More because they are not real offers, is only as a reminder because the company know that a lot of people, and especially in Spain, like going to Christmas Market of centre Europe and obviously Germany.
Now, thinking about social networks we have to say that Lufthansa has two different accounts, one in Facebook and the other one in Twitter. So we can compare it with for example British and Air Berlin Other companies which are in the same market, European and German market. Two of them have Twitter and Facebook accounts. What it´s more British Airways has account in Google + and Youtube and all of links are in its Twitter (British)account. On the contrary, this company don´t consider putting in her webpage links.  Air Berlin does the same in this matter. They don´t have links of their sites in social networks. Lufthansa has in her web pages sites, maybe in a small place, the two links of the social networks accounts where it is.
Otherwise, the company, or better the group has another webpage whose content is related with details of the group. In other words, this webpage give more complete information about what is Lufthansa. Very clearly, the group show different kind of sections (home, Company, Press Room, Investors Relations, Responsibility and Jobs and Careers). In addition to that, they have another and very emphatic sections to book flights. The other parts of the Group Web-Page are “Press Release” so the secondary points. Other more relevant parts are on the right of the webpage. Here we can see information about the company, and link with other groups companies such as Austrian Airlines.

Social Networks

On the other hand, if we enter to Lufthansa Twitter account  through the web page, we discover that there is an only account, and it is in German, so we haven´t the opportunity to carry out conversation with German Airline if we aren´t fluent in German. Even so, it is true that the company has different Twitter accounts to their different parts of the world customers. Comparing with Air Berlin, suffer a disadvantage because this last one, has a personal account in Spanish language. In this way, we can conclude that Air Berlin give us by Twitter more personal and also more efficiently information about the flight to people who speak Spanish. Thinking about microblogging, Twitter account can help a lot to airlines in general, because the customers of the company can put their impressions of the service very quickly on Twitter. Lufthansa in this case, can see the opinion of followers to improve their services or to have a real contact with customers and future customers. As we now, the promotion is important, but Lufthansa make other kind of comments which are more friendly and close with followers. At the same time, they encourage people to take photos of their planes. Clearly, microblogging can be a good option to answer questions directly to the customers and to inform in this case about the situation of flights. Specially, an airline can have with Twitter a fantastic tool to look throw comments and change elements that followers consider bad. Other aspect that in my opinion is very useful to the company and to can help it to come off, is that it has a Lufthansa group Twitter account, in the same way that it has a Group´s web page.

Digital Identity and Reputation

Giving information about Digital Identity, we have to cross out a very important idea: the DI is the personality that, in this case, a company shows. This personality is created, according with INTECO, thanks to the pieces of information that a firm gives, pictures, news, comments that it does, or which are related to with the company. Lufthansa and other companies have to keep in mind that if they are in social-networks and if they are trying to build an interaction with potential followers, they have to come on policies which boost the creation of a good Reputation around the Brand; that can be an important step to make up DI.
We have to remember that Reputation is only a part of DI. This part is related with the idea of what is the opinion that the others have about me or my brand. Thinking about Germany Airline, people make good and fluent comments, which really don´t pick on hardly the company. On the contrary, customers are generally speaking happy and they enjoy flying   with Lufthansa.
The comments that customers do are related with doubts, reservations, but also there are complains: “Complained to Lufthansa almost a month ago and no reply. Are there any airlines that offer a decent customer service anymore?” and the experience of travel. There, we really consider that Lufthansa have fluent and personal conversations, which helps it to have a good reputation on the Internet.
But, what about other aspects that beef up and make up the DI? Obviously, we are talking about the brand, about the image that Lufthansa shows in different places. Lufthansa use this name in all of its web pages or Social Media accounts. At the same time, the firm use always two colours that are very representative of the company: blue and gold. Gold represents fortitude, warmth and fascination but blue is in this case the perfect counter weight to it, because it represents the stability and deep, and it´s perfect to one airline, because  is the colour of the sky. If we have to give more information about the logo, we say that it is created by Otto Firle in 1918 with the image of a crane, which represents safety and the flights; the typography of the name is Helvetic Bond.  The renovations in logo and in the typography were done by Otl Aicher. Generally speaking we can say that the logo is a powerful one.

DI, Reputation and Marketing

Having a good logo and of course a good and of course a good corporative image in Social Networks, can help a lot in the idea of build DI and in the aim of having a good reputation. Lufthansa, as we said use in all of their Social Net accounts the same colours and the same logo. In this way they are carrying out a perfect politic in order to manage branding not only because they put clearly the logo as well because they make an efficient strategy to related the brand with quality, reliability… To do this is very important a marketing strategy which can be off-line (newspapers, brochures) or on-line (Twitter, Blogs). I f we read newspapers, we discover that Lufthansa has normally advertisements in it. At the same time, the company use the nationality (German) to sell us the idea of efficiency and punctuality. These examples show us a very specifically one marketing strategy off-line.
On the other hand, on-line marketing links to the ideas which we have already commented. Nevertheless we have to say that to make a good reputation and speaking more generally to build a DI, are vital to create webs, blogs (the German company don´t have one), and Social Networks accounts and at the same time they have to be linked between them. Lufthansa more or less has an appropriate strategy; it isn´t very complex but can be enough.

More about Twitter and Microbbloging – Groups and collective intelligent .

As we have already commented in this writing and to expand a little bit more the idea of Twitter and Microblogging, we think over what are the main issues connecting with the German Airline.
Firstly, we can say that one company strategy on Twitter can´t be an ordinary publicity strategy; it is, but companies can´t do in the same way. Lufthansa in this case and as we have said, give personal and fluent answers, and share not only links related with the company webpage and promotions. They put videos, images and give customers and potential customers (which are the most important opinion-sector to the company) the opportunity to make their own promotion of the firm. Furthermore, with Twitter and with its microblogging tool, Lufthansa can be connected with 100.000 followers, and with those 100.000 followers, followers. These big group of people, which can we call collective intelligent, it´s very vital in today´s world to big companies, because they (the companies) are giving the possibility to make branding and brand building to the customers and followers of the brand. At the same time, the customers have a perfect platform to be in contact with the company; to have a better and more direct relationship. These communities of customers are not only an opinion canal, they are setting out a company on the net since they make suggestions, give ideas to the company to improve and create different groups of people, for instance in this case the parts of the world where the customers are from.


As a conclusion we have to say, that generally speaking Lufthansa has a suitable strategy on the net. At least, it is in two very important Social Networks, such as Twitter and Facebook. On the hand, and thinking about DI and Reputation we say that the German company has done an efficient work with these two concepts, creating fluent feed backs with followers on Twitter, a really representative image which is very familiar to general public, giving relevant information and answering questions. At the same time, we have to remember that the company has a lack of Social Media service in Spanish language, so the presence to the Spanish people or speaker  non-exist, and at the same way it fails in local-reputation.


-Anon, 2012. Lufthansa un Logotipo Aleman. Delyarte. Available at: http://www.delyrarte.com.ar/lufthansa-un-logotipo-aleman/.

-Anon, Lufthansa – History. SeatMaestro. Available at: http://www.seatmaestro.com/airlines-seating-maps/lufthansa-airlines/history.html.

-Redacción, ¿Cuáles son los beneficios del Social Media como estrategia de marketing para las empresas? PuroMarketing. Available at: http://www.puromarketing.com/42/14567/cuales-beneficios-social-media-como-estrategia-marketing-para.html.

-Cerezo, J. et al., 2011. 5.Identidad Digital y reputación online. , p.50. Available at: http://www.evocaimagen.com/cuadernos/cuadernos5.pdf.

-Román, A., 2011. El Microbbloging y la comunicación reducida a 140 caracteres. Comunicación, redes sociales, Marketing On-line y Protocolo. Available at: http://jpccomunicacion.wordpress.com/2011/03/16/el-microblogging-y-la-comunicacion-reducida-a-140-caracteres/.

-Dans, E., 2008. Microblogging corporativo, en Business Week. El blog de Enrique Dans. Available at: http://www.enriquedans.com/2008/09/microblogging-corporativo-en-business-week.html.

-Jesus, L.F.P., 2012. Twitter, 20 estrategias para tener éxito en Twitter como empresa. Univesidad Autónoma de Aguascalientes. Available at: http://www.slideshare.net/pjlopezflores/20-estrategias-para-tener-xito-en-twitter-como-empresa-11953349


Shop Strategy diciembre 11, 2012

Posted by Adrian Almeida in *Second Post, Word Press 1213 posts.

With this writing we want to explain how can we use social networks and the opportunities that they have, to one bussiness strategy. Our bussiness is a new one, so we are not famous. Because of this  important reason, our point of view is focused on this issue. We need to expand our brand, and at the same time we want that people associate this brand with the ideas that the Brand Equity give. To do this, we conssider the reputation and Digital Identity; miccobloging and Twitter and finally the concepts related with the groups and collectivities.


 What can we do if we have a good bussines idea, but if we at least discover that it was not so special? What  can we do to offer custommers the idea that they are enjoying an unique experience?. Thinking about these ideas my classmates and me, designed an interesing bussiness strategy which emphasized in the idea of how expand our brand, and at once come this brand with the ideas of quality, specificity and proximity.

First of all, we have to  say that our “special” bussines is a cinema hotel. The name of this hotel, which is imaginated to this writing, is Lumiére Hotel. Our idea to locate it, is the City of Bilbao since this city hasn´t got thematics hotel and less cinema hotel. As we see the bussines could have succes, because of the lack of similar bussines in zone. Supposing that  we migth have a real clients demand, my classmates and me decided in the  different  meetings, come on policies to help our bussiness to turn into well-know hotel, in one city  with a lot of this product offers like Carlton or Ercilla, so that is our big problem, a mind, expand our brand. Apart from traditional marketing strategy, for instance in newspapers or in travel magazines, we conssidered the idea of create social networks accounts to help us to expand our brand and give more information about our products to people. Social-networks are a really good platform for us if we look throw details of Social Media Marketing Industry Report  where  it is said that 94% of marketers are taking into consideration for their market policies.On the other hand, hotels like we have already mentioned, have different accounts in Twitter or Facebook, so we encourage to try doing the same.

If we create a Twitter or Facebook account its important to decide as well, and apart from the idea of expand our brand, which is our main problem, what kind of content we share with our potential followers, and reasons of why they have to choose us if they come to Bilbao. For instance, in our accounts we can explain different details such as: our special decorated rooms (with topics related with films), our movie selection, events and film presentations in hotel, cinema discussions and fantastic restaurant where apart from  buffet, it offers menus with meals of different and clasical films. The use of social networks, is for us as well, a golden opportunity to explain all of this information in a cheap way and at the same time have a real contact with our potencial customers and their opinions. They can help us to expand brand, but also to improve and to adapt to their necessities. Giving the details of our aims with social networks more simplified:

  1. Make know and expand our brand (that we previously have created)
  2. Build a brand with personality, respected and close to our clients

And in the same way:

  1. Explain what we are, what we offer and how we offer it (why customers ought to choose our hotel).
  2. Receive direct information about what kind of sections we have to improve.

Obviously, we have to be conscious about different aspects if we really want to be in social networks: we need to create fluent conversations with our customers, accepting criticize and opinions. Clearly, we select two or three people team, in order to personally manage our accounts which are going to be focused on Twitter, Facebook and Google+. The manage don´t consist only in corporative image or brand, we want also to create fluent and non- automated conversations. For example, two quality hotels in Bilbao: Carlton and Ercilla, make their comments naturally, spontaneously; this is our goal.

Developing the idea of create of social networks accounts it´s essential to keep in mind, concepts as reputation in order to create a powerful personal brand and to measure our Brand Equity which is according to Sergio Monge (Taller 3: Blog sobre comunicación) is divided in three important items: Brand knowledge, loyalty of consumers to our brand, and amount of worth, ideas associated with our brand. In that way, Reputation it´s a vital concept not only to expand our brand, as well it can help us to create a good example or model that we want to represent our potential customers, so Identity.

Good reputation is achieved, doing quality comments sharing relevant, accepting criticize; different elements which create between our friends a good opinion of ourselves and make up our reputation on the net. But we have to be conscious that all of brands suffer in a one period of his life a reputation crisis. That can´t be an excuse for us, even so it´s essential to keep it on mind. Generally speaking, and summarizing this last idea we have to say that reputation is constituted by opinions of people. On the contrary, digital identity is formed by this opinions, but also with our brand logo, colours of our social network account, the style of our comments and contents; nevertheless, personally think that this two topics: comments and the quality of the content, are basic for our Brand Equity goal.

Thinking about the idea of the Brand it´s very important to know how we can create a logo that really represents us faithfully. I think that this logo have to be represent the idea of business but at the same time, the idea that we are a cinema´s hotel, so the image has to represent it. We consider logo as a vital issue since it can show a lot about the efficiency of business and credibility. To this point, we create this brand:

Sin título

We choose black and white combination colours because there are two films typical colours and because of the elegant of combination. Black represents mystery and protection and in contrast white peace and security. The badge, that we have seen, can be summarized in this logo:

Sin título2

Returning to the idea of Social Networks, I think and in this way I have already commented in our business meetings, that one of the most important social networks nowadays, is Twitter. I suggested that we can create a really interesting and fluent way to expand ourselves thanks to microblogging, using this tool. We can expand our brand, and generally speaking our business sharing relevant comments about what we are and what we offer and at the same time we are coming on practical policies as our followers can share this relevant information with their own followers. If we have got 40 followers, our information can be share at least with others 40.

On the other hand, we can´t always share information of hotel; we have to give more than only an ordinary promotion. We are in the Twitter so, we need to remember it. It´s essential communicate and comment fluently; show a sincere interest in our potential clients and participate in discussions that our followers have. Furthermore, and if we are a cinema´s Hotel we have to show our activity connect with films events, exhibits the decoration of the rooms and besides.

 It´s important, as well, put links in our comments. These links could connect our blog. With regard to followers we have to be very careful and really respectful with them, since small polite rules can build a good reputation.

Thinking about manage reputation on Twitter we want to follow this other ideas which we decided:

  • Join in relevant discussions, doing intelligent comments which don´t offend.
  • Give opinion which can be really important to the others. Become opinions leader in our business sector.
  • Select followers that can help us to expand the brand.

 At the same time this three ideas can be related, as well, with the idea of collective intelligent. So for us the importance of this concept is the possibility to make with our followers a new business building, since their comments and our comments, plus the comments of their followers can generate a big group where we are in the centre.

If we return to our more important aim for this business, so expand our brand, we have to say that Twitter is a golden opportunity, easily to show our corporative Logo and to make a good reputation and DI around our brand. What It´s more, we can turn our brand into modern and sophisticate brand, but at the same time, we can get that our brand to be humane. On the other hand, we are thinking about create groups who can help us to this important objective.

Anyway Social-Networks give us a different point of view to deal with the marketing and the expansion of Lumière Hotel; cheaper and more effective in the idea of have an influence on people. We have to create not only an interesting expansion of the brand and business, for us is essential to come on policies to give us opportunities to achieve Brand Equity, which can help us to obtain benefits in one sector where there are a lot of experienced business. Generally speaking and to conclude this big writing, we have to say that obviously we don´t expect that only with Social Networks our business will take off, but it can be a firm footstep,  and a good option, also for other business, to have a very intensive politics on the net which could make the difference in future. For small business these kind of easy projects can be a wonderful solution.

Gross, M., 2008. Las ventajas del microblogging (Twitter) para las empresas. Pensamiento Imaginativo. Available at: http://manuelgross.bligoo.com/content/view/337503/Las-ventajas-del-microblogging-Twitter-para-las-empresas.html.

Ricardo, T., 2010. 20 cosas que una empresa debe tener en cuenta para estar en redes Sociales. Gestión y dirección proyectos web, ecommerce, diseño, análisis y optimización web, conversión, y Rock´n´Roll. Available at: http://www.ricardotayar.com/2010/06/07/20-cosas-empresa-estar-en-redes-sociales/.

Redacción, ¿Cuáles son los beneficios del Social Media como estrategia de marketing para las empresas? PuroMarketing. Available at: http://www.puromarketing.com/42/14567/cuales-beneficios-social-media-como-estrategia-marketing-para.html.

Jesus, L.F.P., 2012. Twitter, 20 estrategias para tener éxito en Twitter como empresa. Univesidad Autónoma de Aguascalientes. Available at: http://www.slideshare.net/pjlopezflores/20-estrategias-para-tener-xito-en-twitter-como-empresa-11953349.

Rosaura, O., 2009. 5 Estrategias en Twitter para Empresas. Rosaura Ochoa social media blog. Available at: http://rosauraochoa.com/2009/10/5-estrategias-en-twitter-para-empresas/.

Sergio, M., 2008. ¿Qué es el Branding? taller d3: blog sobre comunicación. Available at: http://www.tallerd3.com/archives/1676.

Anon, Qué es la identidad digital y herramientas para crearla. Uzkiaga.com. Available at: http://uzkiaga.com/blog/comunicacion-empresarial/que-es-la-identidad-digital-y-herramientas-para-crearla.

Andrés, P.O., Estrategia Personal y Branding Personal. Andrés Pérez Ortega. Available at: http://www.marcapropia.net/.

How can we manage the comments of our blog? Tim O´Reilly give us the answer. noviembre 13, 2012

Posted by Adrian Almeida in *First Post, Word Press 1213 posts.
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[This text is a summary of Tim O´ Reilly´s these three articles: Call for a Blogger’s Code of Conduct file, Draft Blogger’s Code of Conduct file, Code of Conduct: Lessons Learned So Far]

Summarized by Adrian Almeida:

Because of the violent comments that Kathy Sierra suffered in her blog, Tim O´Reilly author of the conference “O´Reilly” and his colleagues, talk about what kind of conduct is the best one in order to manage blog´s comments.  That is a really controversial issue for lots of bloggers on the Internet   around the word. As a result, O´Reilly give us magnify ideas to tackle bad comments.

The first idea is related with the expression “YOYOW”. This expression “Your Own Your Own Words” is considered, nowadays, obsolete by this group of experts because our blogs comments words (all of them) have to be evaluated as our own words; so we have the final responsibility in comments that in our blog are. Around this idea we have to be very conscious and don’t allow unacceptable content, which according to the Blogger Community Guidelines that  Tim O´ Reilly collect  to the article  summarize here, is a content associated with abuses, stalks persons, violates the privacy or moral, advertising links, publish elements with copyright  without  the permission of the author and so on.

The comments, we have to remember, are also our blog and they can show a wrong and poor image of it. Because of that, we should think in the possibility of doing away with comments. This idea is a good idea, but we can´t turn ourselves into censors, because comments are precisely to comment, to express ideas and to criticism. We have to delete only comments that are unacceptable content (one behavior that a lot of persons who had a blog didn´t consider to do) and leave the other comments despite of the fact that they can criticize us. (más…)