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Social Media speech for the VBTA
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WHAT TRAVEL PAYMENT IS ALL ABOUT.
TBTA /17 March 2011
Social Media in Business Travel:Why give a tweet?
17 March 2011 / Virginia Business Travel Association
P. 1
By: Rana Walker / AirPlus International, Inc.
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. TBTA /17 March 2011
The Social Media phenomenom
P. 2
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. TBTA /17 March 2011
Teens today do not know life without the Internet or mobile phones
P. 3
96% of Millennials have joined a social media platform (Source: socialenomics.com)
Only 11% of teenagers today use e-mail – they SMS/text & use social media instead (Source: Insights Consulting Study, 2010)
In Q4 2010, more smart phones were shipped than PCs – a jump 87% year-over-year and a historical first (Source: Associated Press, Feb. 2011)
Social media connections build your sphere of trusted influence – the most important factor for buying decisions in the future!
New technologies provide virtual, robust info accessible in real-time:
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. TBTA /17 March 2011 P. 4
Social Media is not simply fun and games - it’s smart business!
Two-sided
conversations bring
insight, clarity &
understanding
Web 2.0 platforms
allow for better
collaboration &
knowledge-sharing
Receive customer feedback without delay …and before it’s too late!
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. TBTA /17 March 2011 P. 5
Social Media Prism
Content
Conver
sation
Experie
nce
Relatio
nship
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. TBTA /17 March 2011
Mapping the Social Internet– Harvard Business Review, July-Aug. 2010
P. 6
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. TBTA /17 March 2011 P. 7
The Wire…from AirPlus
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. TBTA /17 March 2011 P. 8
Business Travel & Social Media - The Wire…from AirPlus
TBTA /17 March 2011AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. P. 9
Social Media is evolving and changing the way we communicate and conduct business.
It’s benefits are external, internal and beyond our imaginations.
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. TBTA /17 March 2011 P. 10
If Facebook were a
country, it would be
the 3rd most
populated in the world!
Only China & India are more populated – the
USA is 4th
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. TBTA /17 March 2011 P. 11
End of 2010:
585 MillionA growth of +74%
Beginning 2010:
337 Million
Facebook Profiles
Source: Facebook
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. TBTA /17 March 2011
Why Facebook?
P. 12
Utilize pictures of staff and events to show your company culture
Highlight CRS activities to show your company philosophy
Share research and knowledge – link to additional resources
Promote upcoming events to gain attention and attendance
Highlight partner activities to enhance relationships
Promote industry news, blog & comment to show your company as a thought-leader or with an opinion
Provide a place for employees to feel connected online. Inter-company relations provide a global virtual forum for staff
Utilize security settings to vary your communications to specific groups
Project a more human face to your company to 585+ million users:
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. TBTA /17 March 2011
Business Travel Suppliers on Facebook
P. 13
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. TBTA /17 March 2011
Social Commitment & Online Gaming
P. 14
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. TBTA /17 March 2011 P. 15
The amount of video uploaded
to YouTube every minute!
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. TBTA /17 March 2011
YouTube statistics
P. 16
Today, YouTube alone uses the same amount of bandwidth as the entire Internet used in year 2000
YouTube receives more than 2 billion viewers per day
YouTube is available in 19 countries and 12 languages
Half of YouTube’s users are 20 years old or younger - (the future generation)
You would need to live for approx. 1,000 years to watch all the videos currently on YouTube
Source: YouTube
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. TBTA /17 March 2011
Why YouTube?
P. 17
Customer testimonials are quite effective in video
Video blogs from your executives on:
the company activities/events
company financial results
industry topics
User tips/guides to your products – showcase products and tips for best in class use
Highlight events and philanthropic activities in an inspiring way
Marketing campaigns can go viral & obtain reach like never before
For the visual learners – seeing is believing:
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. TBTA /17 March 2011
One YouTube example: Virgin Atlantic airline
P. 18
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. TBTA /17 March 2011 P. 19
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. TBTA /17 March 2011
USA: 52%
CAN: 4%
BRZ:2%
EU: 22%
IND: 8%
AUS: 2%
90M+ members in over 200 countries
Source: LinkedIn
LinkedIn Worldwide
P. 20
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. TBTA /17 March 2011
LinkedIn Stats
P. 21
Management-level executives from all Fortune 500 companies have a profile on LinkedIn
LinkedIn receives almost 12 million unique visitors per day
+3M new members per month = over 1 new member per second
LinkedIn is available in 6 native languages – English, German, French, Italian, Portuguese and Spanish
80% of companies also use LinkedIn as a recruitment tool - Oracle’s CFO, Jeff Epstein, was headhunted for the position via his LinkedIn profile
Source: LinkedIn
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. TBTA /17 March 2011 P. 22
LinkedIn Pages
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. TBTA /17 March 2011 P. 23
GBTA LinkedIn Group
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. TBTA /17 March 2011
Why LinkedIn?
P. 24
Keep track of contacts throughout their career & job moves
Build trust and rapport – therefore, influence for you & your company
Excellent for recruiting/qualifying a candidate
Share research, take polls and glean knowledge
Join Groups for collaboration with your industry’s like-minded individuals – share your knowledge and ask for others’ input
Gain transparency through insights into connections, partners, competitors, staff
Professional networking platform to supplement to the face-to-face events:
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. TBTA /17 March 2011 P. 25
Source: Twitter
That’s approximately 600 tweets
per second!
50 MILLION.The number of tweets per day on Twitter.
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. TBTA /17 March 2011
A few Twitter Stats
P. 26
Over 60% of Twitter use is outside the U.S.
Twitter has more than 300,000 new users join every day
There are currently over 110 million users of Twitter’s services
Twitter receives 180 million unique visits each month
There are more than 600 million searches on Twitter every day
There are more than 50,000 third-party apps for Twitter
More than a third of users access Twitter via their mobile phone
Source: Twitter
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. TBTA /17 March 2011
Why Twitter?
P. 27
Straight to the point, 140 characters only means no room for fluff
Detect industry trends and take polls/surveys in real-time
Terrific for customer service – make contact with end-user (not often possible in B2B environment)
Disseminate insightful information quickly and effectively
Share knowledge readily – while it’s still relevant
Glean and pass along other interesting industry news to show depth
Promotion of partner activities for enhanced relationships
Fast, efficient, economical and viral:
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. TBTA /17 March 2011
Examples of partner and industry interactions
P. 28
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. TBTA /17 March 2011
Recruitment & staff interaction!
P. 29
TBTA /17 March 2011AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. P. 30
Allow your staff to be your online brand ambassadors!
Establish social media guidelines & teach them how to share your already published public information!
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. TBTA /17 March 2011 P. 31
Staff promotion through Facebook!
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. TBTA /17 March 2011 P. 32
Staff promotion through LinkedIn!
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. TBTA /17 March 2011 P. 33
Staff promotion through Twitter!
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. TBTA /17 March 2011 P. 34
Social Media for use in business travel
Viral
Mobile
Global
Crisis Communication
Customer Service
Collaboration
TBTA /17 March 2011AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. P. 35
What we lose in control – we gain in transparency!
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. TBTA /17 March 2011 P. 36
Twitter per minute- within an hour after the Japan earthquake
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. TBTA /17 March 2011 P. 37
US Embassy encourages social media in wake of quake!
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. TBTA /17 March 2011 P. 38
Google reacts to Crises with Person Finder pages
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. TBTA /17 March 2011 P. 39
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. TBTA /17 March 2011 P. 40
Twitter for crisis communication – customer service interactions
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. TBTA /17 March 2011 P. 41
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. TBTA /17 March 2011 P. 42
Eurocontrol responds rapidly to the Ash Cloud chaos
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. TBTA /17 March 2011
Tweetdeck – track & update all sites in one place
P. 43
TBTA /17 March 2011AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. P. 44
Ignoring it won’t make it go away….
If we want to know what’s ahead (future) – we must watch the generation behind us.
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. TBTA /17 March 2011 P. 45
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. TBTA /17 March 2011 P. 46
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. TBTA /17 March 2011
Future Themes for Social Media
P. 47
Mobile technology & development of apps will continue at time-warp speed
Location-based marketing gains traction
Increased “personalization” & the “one log-in” concept
“Trusted” networking gains importance
Web-conferencing & telepresence technology will improve & advance
More Security, new laws & regulations will bring clarity
TBTA /17 March 2011AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
Social MEdia
Share your personality, NOT your personal information!
Share your company’s philosophy, NOT proprietary information!
P. 48
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. TBTA /17 March 2011
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:
Ideas for posts on Social Media platforms
P. 49
TBTA /17 March 2011AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
Many thanks & let’s connect!
Rana Walker
AirPlus International, Inc.
www.linkedin.com/in/ranawalker
P. 50