April 26, 2010
Smart easyJet app blends social media with e-commerce
“Build me a Web site” has been replaced with “Build me a social” as a phrase on the lips of many clients as brands try to work their way into the social media space. Here is a good example of how to do it well. EasyJet has a new Facebook application that aligns the British airline’s offering of package holidays with core social media mechanisms. The holidayPlanner allows easyJet’s Facebook fans to plan trips collaboratively with friends.
Groups of three or more can suggest and vote on dates, budgets and destinations. A simple message board helps with coordination, and all actions are posted into the group’s activity feeds to syndicate and promote the experience. Finally, users pay for trips within the application without being directed away to easyJet’s site.
This app may seem unremarkable, but it does what brands need to focus on within social media: It demonstrates value, as pointed out in a recent post on the blog Rubbishcorp. EasyJet observed how successful event planning has been for Facebook members and positioned its product in line with this utility. The brand is directly using Facebook to drive sales within the channel while providing utility. Watch for more brands to build similar e-commerce/social media hybrids; those that demonstrate value may win the day.
Photo credit: http://www.facebook.com/easyJet