• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Frankfurt Travel Industry Club
 

Frankfurt Travel Industry Club

on

  • 267 views

This presentation was delivered to the Frankfurt Travel Industry Club on the topic of Social Media usage in the B2B environment.

This presentation was delivered to the Frankfurt Travel Industry Club on the topic of Social Media usage in the B2B environment.

Statistics

Views

Total Views
267
Views on SlideShare
267
Embed Views
0

Actions

Likes
0
Downloads
1
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • Social Media IS Global! These stats highlight the worldwide average- with most users login twice a day and over 26% use mobile apps to do so!

Frankfurt Travel Industry Club Frankfurt Travel Industry Club Presentation Transcript

  • Social Media in B2B Business Travel
    24 January 2011 / Travel Industry Club
    P. 1
    Travel Industry Club / 24 Jan 2011
    By: Rana Walker / US Comms & Marketing / AirPlus International, Inc.
  • The Social Media Prism
    Content
    Conversation
    Relationship
    Experience
    Source: Insights Consulting Study, 2010
    P. 2
    Travel Industry Club / 24 Jan 2011
  • “Please come to HQ and share your expertise & enthusiasm for Social Media
    – but don’t expect to change the world.”
    - Former Exec. Director of Global Marketing for AirPlus to Me
    P. 3
    Travel Industry Club / 24 Jan 2011
  • Social Media is Global!
    Percent of Internet users utilizing Social Media by country
    Source: The Next Web Study June 2010
    P. 4
    Travel Industry Club / 24 Jan 2011
  • World Map of Top Social Media Sites
    P. 5
    Travel Industry Club / 24 Jan 2011
  • Mapping the Social Internet– Harvard Business Review, July-Aug. 2010
    P. 6
    Travel Industry Club / 24 Jan 2011
  • P. 7
    Travel Industry Club / 24 Jan 2011
  • P. 8
    Travel Industry Club / 24 Jan 2011
    Social Media Sites where B2B & B2C Manage Profiles
  • B2B Marketing in Social Media
    P. 9
    Travel Industry Club / 24 Jan 2011
    B2B companies are ahead of their B2C in social media adoption Source: Business.com – 2009 B2B Social Media Benchmarking
    81% of B2B companiesmaintain company-related accounts or profiles on social media sites versus 67% of B2C
    75% of B2Bs participate in micro-blogging (eg. Twitter) vs. 49% of B2Cs
    Use of social media by B2B companies is validated by B2B buyer perspectives Source: Cone Inc – Social Media in business
    93% of business buyersbelieve all companies should have a presence in social media
    85% believe companies should not just present information via social media, but use it to interact and become more engaged with them
    Vital statistics for every B2B marketer:
  • Social Media for Travel
    P. 10
    Travel Industry Club / 24 Jan 2011
    Suppliers such as airlines, trains, hotels, resorts, car rental companiesall use social media today for customer service, share knowledge, promos, sales & build brand loyalty
    Travel Technology companies use it for trends, testing, engagement and promotion
    Travel Agenciesuse social media to connect, promote and target market
    Corporate Travel Managersutilize social media to connect with their end users- business travelers and with their suppliers
    Travelers use to connect with all the above, for all the above reasons!!!
    Travel Press/Media use it for research, detect trends and share news online
    From Supplier to Traveler – social media in the travel industry
  • P. 11
    Travel Industry Club / 24 Jan 2011
    Mid-size companies lead use of social media to support business travel management around the globe
    No, we do NOT use social media
    Yes, we do use social media
  • AirPlus in Social Media
    P. 12
    Travel Industry Club / 24 Jan 2011
    Own online blogging community www.airpluscommunity.com
    Facebook page: www.facebook.com/airplusinternational
    Twitter sites: www.twitter.com/airplus, www.twitter.com/DE_airplus, etc….
    YouTube page: www.youtube.com/airplusintl
    Linkedin page: www.linkedin.com/company/airplus
    XING page: www.xing.com/net/airplus
    Case Study: AirPlus
  • P. 13
    Travel Industry Club / 24 Jan 2011
    Social Media is evolving and changing the way we communicate and conduct business. It’s benefits are external, internal and beyondour imaginations.
    What we lose in control – we gain in transparency!
  • P. 14
    Travel Industry Club / 24 Jan 2011
    If Facebook were a country, it would be the third most populated in the world!
    Only China & India are more populated.
  • Facebook reach/usage by country
    Today, Facebook is available in a total of 70 different languages & has over 500 million active users. (Source: Facebook)
    There are more than 100 million active users currently accessing Facebook through their mobile devices. (Source: Facebook)
    Source: The Next Web Study April 2010
    P. 15
    Travel Industry Club / 24 Jan 2011
  • Travel Industry Club / 24 Jan 2011
    Global Facebook Audience as of 17 January 2010
    In Germany
    14,232,960
    585,184,940
    Male / Female Ratio
    Age Distribution
    P. 16
  • Why Facebook?
    P. 17
    Travel Industry Club / 24 Jan 2011
    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 – internal facebook relations provide a global virtual forum for staff
    Project a human element to your company:
  • P. 18
    Travel Industry Club / 24 Jan 2011
  • YouTube statistics
    P. 19
    Travel Industry Club / 24 Jan 2011
    YouTube uses the same amount of bandwidth as the entire Internet used in 2000
    YouTube receives more than2 billion viewers per day
    YouTube is available in 19 countries and 12 languages
    Music videos account for 20% of uploads
    Half of YouTube’s users are under 20 years old
    You would need to live for around 1,000 years to watch all the videos currently on YouTube
    Source: YouTube
  • Why YouTube?
    P. 20
    Travel Industry Club / 24 Jan 2011
    Customer testimonials are quite effective in video
    Video blogs from your executives on:
    the company activities/events
    company financial results
    industry topics
    Marketing campaigns can go viral like never before
    User tips/guides to your products – showcase products and tips for best in class use
    Highlight events and philanthropic activities in an inspiring way
    Some of us are more visual learners – seeing is believing:
  • P. 21
    Travel Industry Club / 24 Jan 2011
    50 MILLION.
    The number of tweets per day on Twitter.
    That’s approx. 600 tweets per second!
    Source: Twitter
  • A few Twitter Stats
    P. 22
    Travel Industry Club / 24 Jan 2011
    Over 60% of Twitter use is outside the U.S.
    Twitter gets more than 300,000 new users every day
    There are currently 110 million usersof Twitter’s services
    Twitter receives 180 million unique visitseach month
    There are more than 600 million searches on Twitter every day
    There are more than 50,000 third-party appsfor Twitter
    More than a third of users access Twitter via their mobile phone
    Source: Twitter
  • Why Twitter?
    P. 23
    Travel Industry Club / 24 Jan 2011
    Detect industry trends and take polls/surveys in real-time
    Disseminate insightful information quickly and effectively
    Straight to the point, 140 characters only means no need/nor room for unnecessary fluff or advertising spin
    Share knowledge readily with customer, partners, press and industry
    Glean and pass along other interesting industry news to show depth
    Promotion of partner activities for greater relations
    Terrific for customer service – make contact with end-user (not often possible in B2B environment)
    Fast, efficient, economical and viral:
  • “More people comment directly to me about my tweets than any about e-mail I’ve ever sent.”
    • Patrick Diemer
    AirPlus International Managing Director
    www.twitter.com/PWD_airplus
    P. 24
    Travel Industry Club / 24 Jan 2011
  • P. 25
    Travel Industry Club / 24 Jan 2011
  • LinkedIn?
    90M+ members in over 200 countries
    +3M new members per month = 1+ new member per second
    CAN: 4%
    EU: 22%
    IND: 8%
    USA: 52%
    BRZ:2%
    AUS: 2%
    Source: LinkedIn
  • LinkedIn Stats
    P. 27
    Travel Industry Club / 24 Jan 2011
    Executives from all Fortune 500 companies are on LinkedIn
    LinkedIn receives almost 12 million unique visitors per day
    LinkedIn is available in six 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
  • P. 28
    Travel Industry Club / 24 Jan 2011
  • Why LinkedIn?
    P. 29
    Travel Industry Club / 24 Jan 2011
    Build old-fashioned rolodex in new way
    Build trust and rapport
    Excellent for qualifying a candidate/recruiting
    Share research & glean knowledge through groups of like-minded individuals
    Gain insights into:
    Connections
    Partners
    Competitors
    Staff
    Networking supplement to the face-to-face events:
  • Social MEdia
    Share your personality, NOT your personal information!
    Share your company’s philosophy, NOT proprietary information!
    P. 30
    Travel Industry Club / 24 Jan 2011
  • Suggestions for Twitter, LinkedIn & Facebook include:
    Links to interesting online articles, other industry resources
    Observationson 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
    Ideas for posts on Social Media platforms
    P. 31
    Travel Industry Club / 24 Jan 2011
  • What’s next? (in my opinion)
    • Mobile technology will be the most influential – most users log-in twice a dayusing smartphones, blackberries, iPhones to do so!
    • Only 11% of teenagers e-mail today - they prefer social media platforms and SMSing/texting
    • Even further personalization toward your preferences making it all about convenience and trust!Personal 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
    • Enhanced security measures, many new laws & rules of engagement
    Source: Insights Consulting Study, 2010
  • “Our benefit package is that we don’t block Facebook.”
    P. 33
    Travel Industry Club / 24 Jan 2011
  • Many thanks & let’s connect online!
    Rana Walker
    AirPlus International
    rwalker@airplus.com
    www.linkedin.com/in/ranawalker
    www.airplus.com
    www.airpluscommunity.com
    www.twitter.com/airplus
    www.facebook.com/airplusinternational
    P. 34
    Travel Industry Club / 24 Jan 2011