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Social Media in Business Travel Presentation to the PBTA
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WHAT TRAVEL PAYMENT IS ALL ABOUT.
Tweet, follow, friend & connect!
By Rana Walker / AirPlus International / October 20, 2010
Social Media in Corporate Travel
P. 1Social Media ISM Presentation
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
Past (1.0): talking, selling, marketing
Now (2.0): listening, sharing, participating
Social media platforms are also commonly referred to as Web 2.0
P. 2
A viral & inter-connected network that:
Removes barriers Is a channel for meaningful quality interactions Occurs virtually and in real-time
What is Social Media?
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
The Social Media Prism
Content
ConversationRelationship
ExperienceSource: Insights Consulting Study, 2010
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
Research such as whitepapers & case studies
Statistics and data useful to detect market trends and hot topics
Share expertise and insights in real-time yielding better decisions/results
We use these channels to connect with:
Customers and Potential Customers
Partners
Other Industry colleagues/industry associations
The Media
…and often overlooked – but very important – to connect Internally!
Companies utilize Social Media to bring relevant content to the industry:
P. 4
Examples of use of Social Media channels in Corp. Travel
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
Your staff is talking – hear them, anticipate needs, solve problems and find efficiencies in advance!
You have a voice! Know what your partners/suppliers are up to in real-time! Share knowledge, increase communication & collaborate in cooperation
Use as a supplement to the face-to-face meetings/ industry events
Conduct real-time analysis
Keep updated on trending topics within the industry
Raise your internal profile with knowledge sharing – know where to glean the knowledge and how to share it openly with success
Awareness – know what is being said about your company online. This could possibly aid other departments (example: customer service or marketing)
The conversation is occurring whether you are listening…or not!
P. 5
Why a Corporate Travel Manager should care
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
Enhance the corporate travel experience and comfort level with better knowledge
Enable Travelers to control travel expenses with real-time mobile information
Gather feedback in real-time
Manage crisis situations efficiently, effectively & safely
Allow you to feel the pulse of how your travel program is working
Uncover a trusted source of information to validate corporate travel policies …or drive new ones!
Potentially promote behavioral changes and gain greater policy adherence
Reward travelers to encourage participation within policy
Share experiences to promote knowledge and growth
P. 6
Social media helps a Corporate Travel Manager to:
“Rana, please come to HQ and share your expertise & enthusiasm for Social Media – but don’t expect to change the world.”
- Executive VP, Global Marketing for AirPlus International
P. 7
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. P. 8
Social Media is Global!
Source: The Next Web Study June 2010
Percent of Internet users utilizing Social Media by country
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
Mapping the Social Internet– Harvard Business Review July-August 2010
“I can’t lunch with my global colleagues, meet for a coffee & chat, pass someone in the hallway or build a rapport as easily from a home office 9 hours away from HQ.
But social media provides me with an additional opportunity to connect!”- CJ Bolander (AirPlus Account Manager)
P. 10
Our discussion today covers the following social media platforms:
Linkedin Facebook Twitter Communities and Blogs YouTube
P. 11
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. P. 12
Linkedin Profile Creation – Getting Started with Linkedin
http://learn.linkedin.com/profiles/overview/
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. P. 13
Linkedin- a profile page is more than a resume!
Update your status with useful info and comment!
Share presentations via slideshare
List your website, twitter or blog
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
Linkedin search “Corporate Travel Manager”: 144,773
Filter your selections further today by not only location, relationship, industry, but also groups, company, experience, etc…
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. P. 15
Filtering the search to the “Greater Pittsburgh Area”: 527
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. P. 16
Get connected on Linkedin by importing contacts, using suggestions, and asking to be introduced
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. P. 17
Know your connection opportunities - Network Statistics
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. P. 18
ACTE group – connect and network beyond the national conference & regional events with 2,428 members!
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. P. 19
NBTA Group – another opportunity to connect with like-minded industry colleagues: 2,746 members & growing
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. P. 20
PBTA’s Linkedin Group page
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. P. 21
“Company” profile on Linkedin – research a company for news, stats and follow your partners!
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. P. 22
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
Facebook reach/usage by country
Today, Facebook is available in a total of 70 different languages & has over 500 million active users. (Source: Facebook)
Source: The Next Web Study April 2010
If Facebook were a country – it would replace USA as the 3rd largest population in the world!
- Source Mashable.com
P. 24
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. P. 25
Facebook- an increasingly hybrid platform for personal & professional users today!
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. P. 26
Create “Lists” (grouping colleagues and/or friends separately) to control who sees what!
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. P. 27
Facebook Privacy Settings – Customize at your comfort level!
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. P. 28
Facebook privacy features allows you to double check what you are showing to whom
View exactly how your profile looks to the public – you decide!
Check your privacy settings for a specific person by typing in their name into this box. You will see what they see!
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. P. 29
Facebook continues to evolve - “Fan” vs. “Like” and enhancing personalization
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. P. 30
Industry suppliers have both Regional & Global pages for promotions, newsletters, awards, sales & incentives!
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. P. 31
Highlight CSR activities & philanthropic efforts!
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. P. 32
“Your last tweet?”
“More people comment directly to me about my tweets than any about e-mail I’ve ever sent.”
-Patrick DiemerAirPlus International Managing Directorwww.twitter.com/PWD_airplus
P. 33
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. P. 34
Dissection of a typical Twitter page
Launch of new products & features & solicit feedback
Share timely news articles & videos
Converse with staff
Re-tweet company leaders
Make lists (grouping those you follow together) & follow other’s already pre-made lists
Follow, be followed and get listed!
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. P. 35
Airlines on Facebook & Twitter-For customer service, contests, service updates!
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. P. 36
Hotel chains also get into the social media action!
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
Twitter pages in local languages are becoming more important than ever!
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. P. 38
The World Cup 2010 – the largest sustained activity for an event in Twitter history!
During the final, tweets from 172 countries and in 27 different languages!
Today, there are approximately 50 million tweets per day - an average of 600 tweets per second!
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. P. 39
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. P. 40
Community sites are another great space to connect for news, opinions and to leave your own comments too!
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. P. 41
Industry Blogs are a great way to gain insights, reinforce partnerships and share opinions!
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. P. 42
Utilize online industry resources-Find valuable research/whitepapers available for FREE!
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. P. 43
Free ideas to gain insights on your company, partners, customers and potential customers and competitors!
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. P. 44
Tweet Deck – a free app to monitor Twitter, Linkedin, Facebook, etc… from one central control panel with ease
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
YouTube – for the more visual learners & communicators
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. P. 46
Airline YouTube pages allow you a video insight into their products and promotions
Social MEdia
Share your personality, NOT your personal information!
P. 47
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
Links to interesting online articles, other industry resources
Observations on travel industry trends & pain points for business travelers
Share your personality & always be genuine- a fraud is easy to spot online!
Ask questions, answer questions – share your expertise & knowledge!
Invitations to events & activities where you/your company will be present
Share your promotional activities, online contests, employee recognition
Highlight your CSR efforts
Link to your partner’s social media pages when they post something valuable
Suggestions for Twitter, Linkedin & Facebook include:
P. 48
Ideas for posts on Social Media platforms
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
Develop a good understanding of the privacy settings and how the platforms work
Think before your write! And use common sense - don’t put in writing what you don’t want others to know & Proprietary information should never be shared!
What you share is public to those you allow to see it – and they could potentially share it with their friends by another means of communication
Show respect for yourself and others at all times
Know your company’s social media guidelines!
Keep in mind the following:
P. 49
Avoid Social Media faux paus
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
What’s next? (in my opinion)
Mobile technology will be the most influential – most users log-in twice a day using smartphones, blackberries, iPhones to do so!
Even further personalization toward your preferences making it all about convenience and trust! Recommendations will be key.
User apps bring more efficiency making it all about the NOW
Better leveraging of web technology – webinars, skype, teleconferencing, virtual tradeshows
Only 11% of teenagers e-mail today - they prefer social media platforms and SMSing/texting
Enhanced security measures, many new laws & rules of engagement
-Source: Insights Consulting Study, 2010
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. P. 51
WHAT TRAVEL PAYMENT IS ALL ABOUT.
Thank You!
Connect! www.linkedin.com/in/ranawalker
Visit! www.airplus.com
Follow! www.twitter.com/airplus
Join! www.airpluscommunity.com
Like! www.facebook.com/airplusinternational
P. 52Social Media ISM Presentation
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
Backup slides
P. 53Social Media ISM Presentation
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
1. Define your goals for participation and create a baseline for growth analysis
2. Determine the networks/platforms that meet your goals. Evaluate other’s pages that you like to watch and emulate
3. Know your company’s social media policy so that you understand the guidelines for engagement
4. Dip your toe in – get online & build a profile, even if you just “listen” at first
5. Manage Expectations!!! Yours & your colleagues
6. Promote your presence – don’t wait for something to happen! The Golden Rule for social media is that you GET as much as you GIVE!
Six tips to get started:
P. 54
Making Social Media work for you!
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. P. 55
2010 Social Media “map”
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. P. 56
View the Events page to see which events your connections are attending – and add your own Events!