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Delta Blog: Sharing, Listening, Engaging

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Delta Blog: Sharing, Listening, Engaging

By Delta Air Lines

Delta officially joined the blogosphere in August 2007, launching “Under the Wing” to better communicate with its constituents, customers, SkyMiles members worldwide and industry insiders. Today, it is one of Delta’s key communications vehicles and provides an in-depth, behind-the-scenes look at the company’s operations, destinations and marketing initiatives. Authors range from celebrities such as Jeff Francoeur of the New York Mets (formerly of the Atlanta Braves) and Carson Palmer of the Cincinnati Bengals, to Delta flight attendants, executives, aircraft maintenance employees, front-line representatives to customers and many others. And to create a more compelling and interactive experience for readers, Delta’s Under the Wing links directly to its active Flickr photostream, YouTube channel and Twitter feed.

Delta utilizes its blog to effectively maintain a conversation with its readers and to speak openly about topics that are essential to the airline’s success a rare move for a typically conservative industry (Delta is one of only two major domestic carriers to maintain a blog).

Ultimately, the blog gives customers insight into the large, global company and enables the airline to connect with readers on a personal level.

With almost 1 million unique visitors and over 3,500 reader comments since its launch, Under the Wing is a driving force in helping the airline increase traffic to delta.com, accounting for more than $70K in direct revenue contribution to the Web site.

Additionally, Under the Wing has increased visibility of the Delta brand and garnered a presence within the blog realm, receiving major industry accolades from the International Academy of the Visual Arts, the Interactive Media Council and the Public Relations Society of America.

And most importantly, the blog helped Delta communicate with and engage customers through more than 425 posts on marketing efforts, news, special promotions and more. Since its launch, Under the Wing has experienced 1,300 RSS feed subscribers. The typical visitor spends 1-3 minutes on the site.

August 2007 to present