As part of the fourth Stuttgart Twittwoch , on 4 August in Stuttgart Mercedes Benz Museum took place, the Lufthansa set represented by Klaus Lukas and Dr. Thorsten Wingenter their experience with the internal use of Web 2.0 before.
how important their presence by companies in dealing with social media has become in social networks shown not only to the example of United Airlines where a passenger was damaged on the flight, the guitar and United refused to compensation . Meanwhile, other companies such as Nestle , Jack Wolfskin or BP get to feel the social power of the mass media. In the case of United, the person concerned had summarily 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.
Unlike Lufthansa's own intranet, which top-down was introduced, it was in the integration of social media applications, a bottom-up strategy. In cooperation with the Lufthansa JiveSoftware developed their eTeaming platform which on 23 April 2010 on the 7th IIR Technology Web 2.0 conference in Frankfurt with the Award for "Best internal communications strategy" was awarded.
"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)In essence, eTeaming a tool for effective and asynchronous collaboration in working and project groups that internal corporate communication promotes and helps employees to the knowledge of the company quickly and effectively access. The success of the system is also evident that there is currently around 25,000, according to Klaus Lukas of Lufthansa employees used around the globe and enjoys increasing popularity.
examples of eTeaming elements (individual community spaces) are:
- Digital Innovators Club
- Fuel Efficiency
- crowdsourcing
- group Everything Social Media
- Blackberry World
- service exchange market (transfer of processes and bulletin boards )
is important for the success, according to Lufthansa in particular, that the platform " eTeaming " for the entire LH group was made available and so the whole company's knowledge of the various business units can be used.
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 the LH group.
Another social media product that Lufthansa has introduced a very successful MySkyStatus , where users can Twitter and Facebook deposit their flight data. MySkyStatus provides its subscribers then during the flight with destination information of each client, fully automatic, even if it has no power in the aircraft. This type of tracking system but also carries risks. So it is to experience for every user of this application practical, that Mr. Smith was on his way to New York and his house completely unattended, waiting to be rid of his valuables. will make an awareness of the danger the page pleaserobme.com .
After the presentation of Lufthansa was over, was to be, produced by the sheer force of the smoke extraction system for the participants can witness the world's largest artificially generated tornado in the Mercedes Benz Museum. The video and are photos for Tornado here.
written by Milos Vujnovic & Tobias Brenner
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