Lufthansa AG

1
Lufthansa AG Pioneer in Chinese Online Social
Networking Group
Martina Groenegres General Manager Beijing,
Lufthansa German Airlines Beijing, May 2009
2
Content

• Lufthansa in China
• Lufthansa Web 2
• Lufthansa Pioneer in Social Networking Websites
• Xiaonei.com The Facebook of China
• Chinese overseas Students Future Elite of China
• Lufthansa Partnership with Xiaonei.com
• Lufthansa Xiaonei.com Benefits for students
• Lufthansa Xiaonei.com Activities
• Lufthansa Xiaonei.com Key Results
• Lufthansa Online A look into the Future

3
Lufthansa in China

• Lufthansa has been dedicated to the Chinese
  Market since more than 80 years.
• Lufthansa offers more than 10,000 people directly
  or indirectly employment in Greater China
  (including all joint ventures and affiliated
  companies).
• Lufthansa operates 56 flights per week from
  Germany to China to 6 Chinese Gateways Beijing,
  Shanghai, Guangzhou, Hong Kong, Nanjing,
  Shenyang.
• Lufthansa introduced as first European Airline
  customized services for Chinese passengers such
  as the Chinese Welcome Service, Chinese Star Chef
  menues, Chinese films and music for entertainment
  and employs more than 250 Chinese flight
  attendants.

4
Lufthansa Web 2

• Lufthansa online Virtual Tour www.lufthansa.com/fl
  yeurope is tailor-made for China and demonstrates
  Lufthansas flying experience through a
  personalized introduction to the airlines
  products and services.

Virtual Tour Videos
Virtual Tour in Chinese
5
Lufthansa Web 2

• Lufthansa also introduced an exclusive Online
  shopping site for members of its Frequent Flyer
  Program, Miles and More in China on
  www.newwaverewards.com

• Lufthansa has just introduced a special webpage
  for the new Airbus A 380 (http//a380.lufthansa.co
  m/) , on which viewers are able to follow the
  assembly and preparation of the first Lufthansa A
  380.

6
Lufthansa Pioneer in Social Networking Websites

• Pioneer in establishing an airline-sponsored
  social network for college student
• GenFlyLounge.com (http//genflylounge.com)

• Target group
• Students and travelers from around the world.
• Benefits for registered users
• Relevant travel recommendations from fellow
  students
• Connect with like-minded travelers
• Share travel experiences, photos and videos

7
Xiaonei.com The Facebook of China

• China's largest online community website among
  universities which has been established in
  December 2005 (known as Facebook of China)
• 22 million active users (using real name and
  school e-mail addresses for registration) and 40
  Million registered users
• User profile Well educated young people within
  18-25 age group, upwardly mobile, career-focused
• Network between mainland students, overseas
  students (living abroad) and returned overseas
  students
• Covers more than 3,000 schools/universities,
  including 620 in Europe
• Global connection
• Over 100,000 of Xiaonei members are based in
  European countries

8
Chinese Overseas Students Future elite of China

• Currently 657,200 Chinese students study overseas
  (Ministry of Education).
• The number of overseas students has increased
  nearly 500 since 2006, and will continue to grow
  (Fifth Shanghai Overseas Annual Study Forum,
  2008)
• Many overseas students come from well-off
  backgrounds, enjoy high government recognition
  and are at the top of their class.
• The number of self-funded students, or students
  who pay their own expenses, increased by 13.4
  (Education Research Institute, 2008)
• The number of students sent abroad to study by
  the state or by their work units increased by
  8.8 (Education Research Institute, 2008)
• 40 of the top students Zhuangyuan in college
  entrance exams choose overseas universities for
  their postgraduate studies (China Alumni
  Association, 2008)

9
Lufthansa Partnership with Xiaonei

• Lufthansa Objectives
• Build awareness for Lufthansa brand, product,
  network and price
• Position Lufthansa as the localized, trusted
  airline partner in China and overseas
• Create long-term loyalty as young adults progress
  in their careers and use business travel in the
  future
• Surveys show that students will be the future
  travelers that travel to Europe and beyond.
• Lufthansa offers the opportunity for students to
  exchange their experiences on a platform whereby
  Lufthansa takes an active part as a moderator.
• Lufthansa launched the Community Website on 1st
  December 2008

10
Lufthansa Xiaonei.com Benefits for Students
11
Lufthansa Xiaonei.com Group Homepage
12
Lufthansa Xiaonei.com Activities

• Lufthansa initiated an essay competition from
  February 16 to March 29, 2009.
• The participant with the most votes received a
  Lufthansa Economy Class return ticket from China
  to Europe as Grand Prize.
• One iPod Nano was awarded among the voters in a
  weekly raffle during the entire competition.

Grand Prize Winner
Votes 1,853
13
Key Results on Lufthansa Xiaonei.com General
Traffic
March 09

• Week two was the first peak in activity. Boost
  through media announcement and promotion in
  Xiaonei.
• March marks the highest activity of the group
  yet. Lufthansa competition boosted activity

14
Key Results on Lufthansa Xiaonei.com Number of
friends

• More than 20 of users become friends
• Germany now has more than 1,000 friends.
• A country of the month doubles the number of
  friends within a month not at least because of
  the Ambassador blog entries which attract many
  members and visitors.

15
Lufthansa Online A Look into the Future

• Lufthansa will keep offering exciting new
  activities and competitions on the Lufthansa
  Xiaonei.com Social Networking Group.
• Lufthansa will probably also explore new
  possibilities on the Web 2 which also include
  handheld devices and mobile phones.
• Lufthansa has already launched the fast and easy
  home printed boarding pass system in China.

Innovation Mobile phone boarding pass and
Check-in
Mobile boarding pass
SMS check in
Mobile Phone Check-in
16
Thank you very much!