Harnessing the Web

SAN's eMedia initiatives inform travelers; connect with the community


“It allows people who follow the blog to feel like they were a part of the experience.”

The airport has done some initial exploration into using Google AdSense as a way to monetize the site. The Google program would allow the team to place ads connected to the blog content on the site.

Expanding beyond the blog
“The blog opened the door to several other social media tools that we have since adopted,” remarks Shultz.That includes a presence on YouTube; the airport has its own YouTube channel where it features several airport-related videos; a Facebook fan page, which just launched a couple months ago; and a Twitter service, which Shultz says is more popular than the airport’s Facebook page and has grown to some 750 ‘followers’.

The airport has found Twitter to be of great value in terms of getting information out quickly. Comments Shultz, “We have found Twitter extremely useful for fast-moving events … for example, there was recently a traffic accident on Harbor Drive, which is one of the main access roads to the airport. We were able to get that accident information out right away using Twitter, whereas if it had been a press release or something of that sort, we have to filter the information through the media, which can take time.

“With Twitter, we simply put up a quick post suggesting drivers to take an alternate route to the airport; it’s a very effective customer service tool.”

Cross-marketing
What the airport is doing with social media can be referred to as ‘cross-marketing’, says Shultz, or, “Cross-linking our social media tools with our more conventional marketing tools.” For example, the airport’s website, which actually gets more traffic than any of its social media pages, provides links to all of the social media tools that the airport authority uses, explains Shultz. The airport also incorporates its social media links in its news releases as well.

“In turn, we refer our e-media audience to our conventional tools in our social media posts,” says Shultz. “It is very much a cross-utilization of marketing resources; some people refer to it as integrated marketing.

“For example, we will feature our advertising efforts, or any article that our CEO may have written, as a post on our Facebook page or on the blog site — so it’s a matter of all the tools supporting each other.”

When asked if efforts by airports to market themselves in the social media e-world will persist, Shultz replies, “I think so, and I think if you look at our industry as a whole, there are numerous airlines that have a very effective presence in social media.

“You are seeing a lot more airports, almost on a monthly basis, jumping aboard with social media.”

Following is a list of San Diego International Airport social media weblinks:

The Goodwill Ambassablog; http://ambassablog.com/
Twitter page; http://twitter.com/SanDiegoAirport
Facebook page; http://www.facebook.com/pages/San-Diego-International-Airport
YouTube page; http://www.youtube.com/ambassablog

San.org’s New Look

The San Diego County Regional Airport Authority has launched a new version of its san.org website. The site has been redesigned to make it easier for its two million annual visitors to find travel-related information, arrival and departure updates, parking, car rental, and ground transportation information.

The new site features rotating articles, videos, and background photography from the airport and the San Diego region. The news-oriented home page now features many of the Airport Authority initiatives — the Green Build, the Regional Aviation Strategic Plan, and Land Use Compatibility.

e - Media: A look at Web-based customer service and marketing solutions for airports

YouTube: A video-sharing website with which users can upload and share videos; www.youtube.com.

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