Delta to allow passengers to book through Facebook
 

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I'm not sure if I agree with this. I'm all for companies utilizing social media to reach out to customers (it's my industry, after all), but I can't see too much good coming out of this. I see folks' accounts getting hacked into on a daily basis. With so many young people using Facebook nowadays, I wonder if Delta is prepared to credit users for pranks or accidental clicks.

Why? I mean is it really that complicated to open up a new window and use the Delta site?

Exactly.

I get that they're trying to reach out to a coveted demographic (younger consumers), but they're not usually the ones who will be purchasing tickets from Delta -- they'll likely choose a value airline (Southwest, JetBlue, etc). The people that will be purchasing from Delta have no problem removing themselves from Facebook in order to make a buy.

I'm wondering what personal data Delta will be privy to for each person that buys on Facebook.

... exactly the same personal data they already receive from "fans" and all that, I'd imagine? I believe that's currently the Facebook policy. So that would mean "LOTS".

Really, Delta should put the ability to purchase tickets wherever possible - making your product easy and accessible is basically Business 101.

A. Delta has a fan page?
B. So, about Eleventy Billion times more than they typically get when someone books online. Right. Why do they need to know whose wall I posted on last?
C. I tend to agree about being able to buy from wherever.

everyone and their brother has a fan page. If you didn't change your profile after they instituted "community pages" you are a fan of (and showing your ass to) any band, tv show, company etc you cited in your profile. Not to mention when you "like" things they get info.

ZOMG I CN BK THRU FB?

Yeah, I deleted all of that whenever it prompted me to become a fan of them. I don't "like" pages either.

Not really.

I agree that they need to reach their customers in several areas, but the purchasing decision should be controlled by Delta. What happens if Facebook decides that it no longer wants fan pages? Or Facebook wants a percentage of sales? Also, how are they going to control the 'joke' bookings that are undoubtedly going to come up (thanks to Facebook's many immature users)?

Again, Delta's demographic is not the "typical" Facebook user. People who fly with Delta go through the company directly. If Delta has to pay to offer this service, they're wasting money. It would make more sense for JetBlue or Southwest to do this, but again, the goal should be directing the consumer to a Delta/JetBlue/Southwest-controlled site.

Sorry, one of my senior "integrated marketing and management" projects was about the airline industry :p

They won't really have to worry about a ton of "joke" bookings, right? I know my credit card info isn't ANYWHERE in or around Facebook, and that's a pretty vital part of the booking process.

Also, Delta sucks. :D

Finally, yes, every person, place, and thing has a fanpage. Speaking of airlines, I'm a fan of SW.

What happens when American Express wants 50% instead of 3? What happens when paper currency is replaced by hugs and handpounds? I'm teasing, but the contingencies you're guarding against aren't really "bad" - they're just awkward ways to end a business relationship (so likely, FB wouldn't do them).

Delta literally controls these decisions, either way, through its Facebook app - in a direct sense, this will be similar to FarmVille or whatever happy crap, but simply a dedicated storefront. The technology is already in use (mostly by games that require you to buy shit), so why not use it for real transactions?

I'd expect zero "joke" transactions because you'll be required to pay with a credit card - how many "joke" transactions go through delta.com or kayak?

So obv Delta shouldn't reach outside of their demographic?

Then there's this: a massive number (a sizable majority, IIRC) of new Facebook users are 30+. And they use it for jobs/networking (and thus would fit the Delta profile). Maybe we should rethink exactly what the "Facebook demographic" really is - as far as I know, the average Facebook user is an adult, out of college and with a job. I have a pretty rad SkyMiles account, but Delta using Facebook to alert me to deals etc. would be completely within what I'd appreciate as a customer.

Ha - totally fair, and I'm really really glad that you can provide this information. It's interesting, no doubt - and I haven't spent any time on that issue. Never feel bad about dropping knowledge!

But it still seems like a clear, easy win - the programming time is likely minimal (and probably based on 'sunk-cost' on-staff programmers anyway), it eliminates further overhead by allowing easier online purchases, and etc.

What else am I missing?

First two paragraphs -- makes sense.

Last paragraph -- there actually is a section that stores credit card information (under the 'accounts' tab). The people who have likely filled that portion in are the same ones who'd create/become victims of 'fake' transaction (young folks using their/Daddy's credit card to buy land for Farmville or something).

Ideally, you'd want to reach a wider demographic, but Delta has tried -- and failed (see Song) -- in doing this, thanks to the value airlines. Their business model doesn't seem to fit this. Someone who books through Facebook (or any other social medium) is likely going for convenience and cost (which would fit SW/JB), whereas Delta has promoted itself as a "total flight experience" airline (different classes of travel, SkyMiles, etc).

And yes, I've read statistics that say the the average Facebook user is 30-40ish using the site to reconnect with old friends. The "real" Facebook user (daily usage, interacting with several areas of the site) is the younger demographic. These are the people who are going to go with low-cost airlines because, well, they're cheaper.

From a consumer standpoint, I can see it being a good thing. I guess I'm just thinking about it from Delta's perspective. It just doesn't seem to make sense to spend resources to go after a demographic that likely won't end up using your product.

This appears to be an attempt to change their business model, or at least parts of it, no?

Any stats on this? I'm curious - I just don't agree with your definition of "real" here, and think it's more an impression than fact.

Yeah - but I just don't see any real resources expended here. It'll tie into existing online ordering/reservation architecture, you already have programmers on staff for your web presence, and it is yet another way to reduce the total overhead per purchase . . . seems like a low-risk/high-reward concept.

I guess they're attempting to change some of it, but after the Song fiasco, they've been hesitant to alter it too much more. So, essentially, they're reaching out to a group that 1) doesn't use their services and 2) won't use their services because it's not a good fit for their demographic [this ties in to your question below, and I'll try to find some sources later on].

I'm sure I can dig them up, but I'm at work, so won't happen right now.

I remember the Frontline episode on this when it was beginning. All I could think was "holy crap, they are trying WAY too hard."

That's fair - I guess I'm slightly more optimistic about the "won't use" portion, but I'm far from an expert.

The term "value-added" is basically on par with "synergy" in terms of b-school bullshit at this point, I realize, but it does seem like a very small investment for a large potential value payoff - even if it really doesn't "work" on a large scale.