Delta to allow passengers to book through Facebook

[KSig RC]

Originally Posted by knight_shadow

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)?

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?

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.

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.

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

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?