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GBTA Latam Social Media - Buenos Aires
GBTA Latam Social Media - Buenos Aires
GBTA Latam Social Media - Buenos Aires
GBTA Latam Social Media - Buenos Aires
GBTA Latam Social Media - Buenos Aires
GBTA Latam Social Media - Buenos Aires
GBTA Latam Social Media - Buenos Aires
GBTA Latam Social Media - Buenos Aires
GBTA Latam Social Media - Buenos Aires
GBTA Latam Social Media - Buenos Aires
GBTA Latam Social Media - Buenos Aires
GBTA Latam Social Media - Buenos Aires
GBTA Latam Social Media - Buenos Aires
GBTA Latam Social Media - Buenos Aires
GBTA Latam Social Media - Buenos Aires
GBTA Latam Social Media - Buenos Aires
GBTA Latam Social Media - Buenos Aires
GBTA Latam Social Media - Buenos Aires
GBTA Latam Social Media - Buenos Aires
GBTA Latam Social Media - Buenos Aires
GBTA Latam Social Media - Buenos Aires
GBTA Latam Social Media - Buenos Aires
GBTA Latam Social Media - Buenos Aires
GBTA Latam Social Media - Buenos Aires
GBTA Latam Social Media - Buenos Aires
GBTA Latam Social Media - Buenos Aires
GBTA Latam Social Media - Buenos Aires
GBTA Latam Social Media - Buenos Aires
GBTA Latam Social Media - Buenos Aires
GBTA Latam Social Media - Buenos Aires
GBTA Latam Social Media - Buenos Aires
GBTA Latam Social Media - Buenos Aires
GBTA Latam Social Media - Buenos Aires
GBTA Latam Social Media - Buenos Aires
GBTA Latam Social Media - Buenos Aires
GBTA Latam Social Media - Buenos Aires
GBTA Latam Social Media - Buenos Aires
GBTA Latam Social Media - Buenos Aires
GBTA Latam Social Media - Buenos Aires
GBTA Latam Social Media - Buenos Aires
GBTA Latam Social Media - Buenos Aires
GBTA Latam Social Media - Buenos Aires
GBTA Latam Social Media - Buenos Aires
GBTA Latam Social Media - Buenos Aires
GBTA Latam Social Media - Buenos Aires
GBTA Latam Social Media - Buenos Aires
GBTA Latam Social Media - Buenos Aires
GBTA Latam Social Media - Buenos Aires
GBTA Latam Social Media - Buenos Aires
GBTA Latam Social Media - Buenos Aires
GBTA Latam Social Media - Buenos Aires
GBTA Latam Social Media - Buenos Aires
GBTA Latam Social Media - Buenos Aires
GBTA Latam Social Media - Buenos Aires
GBTA Latam Social Media - Buenos Aires
GBTA Latam Social Media - Buenos Aires
GBTA Latam Social Media - Buenos Aires
GBTA Latam Social Media - Buenos Aires
GBTA Latam Social Media - Buenos Aires
GBTA Latam Social Media - Buenos Aires
GBTA Latam Social Media - Buenos Aires
GBTA Latam Social Media - Buenos Aires
GBTA Latam Social Media - Buenos Aires
GBTA Latam Social Media - Buenos Aires
GBTA Latam Social Media - Buenos Aires
GBTA Latam Social Media - Buenos Aires
GBTA Latam Social Media - Buenos Aires
GBTA Latam Social Media - Buenos Aires
GBTA Latam Social Media - Buenos Aires
GBTA Latam Social Media - Buenos Aires
GBTA Latam Social Media - Buenos Aires
GBTA Latam Social Media - Buenos Aires
GBTA Latam Social Media - Buenos Aires
GBTA Latam Social Media - Buenos Aires
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GBTA Latam Social Media - Buenos Aires

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Social Media and Business Travel Presentation at GBTA\'s Latam Conference in Buenos Aires (global and regional stats)

Social Media and Business Travel Presentation at GBTA\'s Latam Conference in Buenos Aires (global and regional stats)

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  • The world is socially fluent. I’d like to share a few of the statistics with you – and get your brain engaged for our conversation – through this short video. Hyperlinks to 4 minute video on youtube
  • GO-Gulf.com
  • How many of you have spoken to your family/friends about work, your company, your job? Why not show your staff how to effectively raise the profile, reputation and credibility of your company by doing so online. They are already doing it, after all…..
  • The new wave is User-Generated content. This means being open to your connections posting their own thoughts, ideas and content. This can do more for you, your company’s brand. This is a chance for users to also bring their criticism directly to you – so you can remedy it. They just want their voice “heard” and bring it directly FOR a resolution, not to totally discredit you. If you aren’t open to it – often, the haters will be fueled by this and will create hater groups. Hyperlinks to IKEA 1:22 video
  • Transparency brings us more “power” than control ever could – once we understand this, the world of social media is no longer scary but rather, a playground! We all want to know what our customers think – we put together think tanks and surveys – yet, now we just must be open and they’ll bring it to us. Travel companies who get this realize that this is their opportunity to turn a negative review – into a positive immediately and with the whole world watching. That feels genuine, human and real – and it resonates with us. A fraud is easy to spot online – so careful with outsourcing.
  • Suppliers are anxious to know what you think, other buyers are anxious to knowledge-share and these platforms allow you to do just that. The conversation is occurring whether you are listening…or not! Listen, learn, anticipate needs, proactively problem solve and find efficiencies You have a voice! Strengthen relationships with partners/suppliers through shared knowledge, communication & collaboration Participate in industry associations online as a supplement to the face-to-face networking & join event pages too for continued growth Gain empowerment and raise your internal profile – know where to glean knowledge & how to effectively share it Opportunity to steer policy, solicit feedback and conduct real-time analysis A great source of information in crisis situations – often the first place to break the news and a great way to communicate with travelers!
  • In the USA – Travel Managers incorporating these are cover models – they are applauded for their efforts and their successes prove it’s effective, powerful and beneficial to utilize social media within Travel.
  • The 2012 Travel Manager of the Year in North America is Michelle DeCosta – who implemented social media two years ago and has proven the ROI and become a benchmark in the industry. She implemented Yammer – an inside the firewall twitter-type solution – and outgrew it within a year and a half. They incorporated a global and company-wide system now named VOX – Voice of the People
  • For Sapient it’s crystal clear – social media has made vast improvements in their travel program. Travelers communicate, can share tips while on the road, share rides and dinners …and further support their company’s preferred travel partners. Partners donate hats, free room nights, loyalty points and free bottles of water, wine… all to support their cause and the partnership.
  • Social Media shouldn’t be built on a house of cards. It’s beneficial throughout the company: Sure, it started with Marketing, but Sales, Customer Service, IT, HR for recruiting, and certainly TRAVEL can even find solid business benefits. Getting the whole company involved, integrated and enthusiastic – only possible through upper management support – can foster a truly beneficial social media success.
  • Why LinkedIn? So much more than a CV repository! Keep track of contacts throughout their career & job moves Build trust and rapport – therefore, your influence & your company’s Excellent for recruiting/ qualifying a candidate (tip: build your profile & credibility by asking for recommendations!) 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 transparent insights to your connections, partners, competitors, staff
  • Why LinkedIn? So much more than a CV repository! Keep track of contacts throughout their career & job moves Build trust and rapport – therefore, your influence & your company’s Excellent for recruiting/ qualifying a candidate (tip: build your profile & credibility by asking for recommendations!) 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 transparent insights to your connections, partners, competitors, staff
  • Why Facebook? Project a more human face of your company: Pictures of staff and events can illustrate your company culture Share research and knowledge – link to additional resources Promote upcoming events to gain attention and attendance Highlight partner activities to enhance relationships Promote sales, services and opportunities to interact Utilize settings on personal profiles to vary your communications to specific groups Enhance inter-company relations via a global virtual forum for staff Highlight CRS activities to show your company philosophy
  • How many of you have spoken to your family/friends about work, your company, your job? Why not show your staff how to effectively raise the profile, reputation and credibility of your company by doing so online. They are already doing it, after all…..
  • We all like to discuss the positive aspects of our role and our company with our friends, with our family. It’s a part of who we are – what we do. Why not harness that power for positive results? Let me share one example from AirPlus. AirPlus won an award – and by simply clicking the facebook share button – the sphere of influence grew. Sure the AirPlus page has fans – or people who LIKE the page…. But now new connections in Budapest, Portugal, Italy, Switzerland, Germany, Dubai, China and the USA knew about the success through individual employees sharing the information with their friends.
  • Humanize your brand. Promote indeed to build engagement but highlight areas of the business that are interesting, curious and insightful to those on the outside. Promotions build loyalty! Share CSR initiatives!
  • Why Twitter? Fast, efficient, economical and viral: 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 Promotion of partner activities for enhanced relationships Excellent for Crisis Communication efforts
  • For the visual learners – seeing is believing: Why YouTube? Customer testimonials are quite effective in video Video blogs from your executives on company activities/events, company financial results and 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 To be successful, videos should be authentic, clever, witty, touching and/or motivational They do not always need to be flashy, expensive or polished to go viral! Many companies are utilizing web and teleconferencing services and sharing their recorded copies of global meetings, events and press conferences on youtube!
  • A great example of why YouTube works. Corporate videos don’t need to be all flash – polished and perfect. Virgin’s Richard Branson… well, who doesn’t want to hear what will come out of his mouth next… but they utilize his adventurous spirit and showcase the product. This type of usage provides corporate travel managers a glimpse into the products and services their travelers are enjoying – hotels are showing their rooms and ammentities, etc… Virgin was smarter though – and while the Richard Branson video received almost 25,000 views… they gave flip cams to customers and allowed them to video tape their own REAL experience – this felt genuine (as a fraud is easy to spot online) and thus, resonated with viewers and received almost TWICE the views as the corporate video
  • Global Association events highlight the event with recaps of sessions and news announcements for those who can’t attend. GBTA does a good job of this.
  • Transcript

    • 1. Social Media in Business Travel: Globally and in Latam
    • 2. Rana WalkerSocial Media Evangelist andPrincipal at GR&AThttp://be.linkedin.com/in/ranawalker
    • 3. SociallyBe Smart. Be Hip. Be Seen.
    • 4. % Internet Users on Social Media Source: We Are Social, January 2012
    • 5. 955 Million users
    • 6. Time Spent Per Month by average Social Media user
    • 7. Source: Frontier
    • 8. Latin America’s online populationgrew faster than any other globalregion in 2011!
    • 9. From the Top 10 countries worldwide, 5 are in Latin America(hours, per person, per month spent on social media): http://latinlink.usmediaconsulting.com/2012/01/the- latest-on-social-media-in-latin-america/
    • 10. Social Media Growth in Latin America  Of the total online population, 96% are engaged in social networks  Women are the heaviest users with 8.2 hours per month and men average 6.9 hours  With twice as many friends and family in their online network than the average North American Source: 2011 study by comScore
    • 11. Social Media Stats for Latin America In Brazil, 2 of 3 use the Internet to publish product/service feedback – 74% “like” companies on Facebook – 54% follow companies on Twitter Columbia investing 3 billion dollars to develop and promote internet use nationwide Ricardo Lagos, former President of Chile, states that Latams emerging middle class and social media are redefining how democracy is conceptualized and exercised One in four online users in Venezuela visited Twitter.com in June 2012 at 26.5% reach, very high for the region http://www.youtube.com/watch?v=gXqGfba_HNs http://latinlink.usmediaconsulting.com/2012/07/how- brazilians-use-social-media/
    • 12. Social Mediais leveling the playing field……and connecting uslike never before!
    • 13. Search… now ruled by Social Media
    • 14. Social Media Buying Stats 90% of purchase decisions begin online  75% of consumers shop online before they buy offline 78% of people trust the recommendations of other people  14% of people trust advertising, and only 18% of TV advertising campaign ever achieve a positive ROI Social networks are the fastest growing category on mobile Sources: Nielsen, comScore, eMarketer, Harris Interactive, Washington Post, WOMMA
    • 15. Social Media’s Influence Trust is the #1 influencer of buying decisionsin the future! It’s time to build your online network & your“sphere of influence”
    • 16. User Generated Content is Key!
    • 17. Clicking on Links – By Sharing Channel
    • 18. User-Generated Content: NO PUSH of content  (this is web 1.0 vs. web 2.0) Instead, allow users to also generate the: – News – Feedback – Ideas – Photos, videos and more…
    • 19. , we gain co n trol e los e in W h at w cy! nsp aren in traBe Smart. Be Hip. Be Seen.
    • 20. Social Media Explained: I’m in Argentina and I’m Tango dancing! I “Like” the Tango! Watch this video and learn how to Tango “Argentina” style! My skills include Tango dancing
    • 21. Social Media Explained: +1: My circles know I’ve just read an interesting article on Tango dancing I agree with the reviews: it’s the best place to eat and watch live Tango dancing in Argentina! I’ve booked my flight to Argentina tomorrow to Tango dance!
    • 22. Why Business Travelers Are Online ! ve lers re tra leisu than ng trips re duri m o a red r s sh a vele ss trB usine Source: Amadeus
    • 23. Social Media For Corporate Travel ManagersBe Smart. Be Hip. Be Seen.
    • 24. Corporate Travel Managers – Within Social Media, You Have a VOICE! The conversation is occurring whether you are listening or not! Supplement face-to-face networking Gain empowerment and raise internal profile Steer policy, solicit feedback and conduct real-time analysis to find efficiencies Effective crisis communications and solutions Strengthen your travel policy and program P. 29
    • 25. Global Travel Managers Using Social MediaBe Smart. Be Hip. Be Seen.
    • 26. P. 31
    • 27. SOCIAL@SAPIENTBy Michelle DeCostaGlobal Travel Manager 32
    • 28. Sapient & YammerMichelle De CostaGlobal Travel Manager | ¬ SapientEmployees: Learn more aboutTravel at SapientWant to find out what’s new withTravel? Follow me on yammer.com
    • 29. “Social Media is a Virtual Water Cooler”Conversations are happening: Be an active participant and change perception And most important is to LISTEN!By doing so you will gain:Increased empowerment for you/your travel policyIncreased visibility and loyalty for your preferred suppliers(get them involved!)
    • 30. Strong Infrastructure of Support = Social Success SUCCESS!  Not built on a “House of Cards”  Thrives via internal Social Media champions  Multiple Departments play an integral role  Requires Upper Management support
    • 31. Social MEdia Share your personality, NOT your personal information! Share your company’s philosophy, NOT proprietary information!
    • 32. The VOICE of your Brand!WORD OF MOUTH
    • 33. P. 38
    • 34. LinkedIn Stats 150M+ members in over 200 countries 3M+ new members per month 60% of users are outside the USA Executives from all Fortune 500 companies have a LinkedIn profile 82% of these companies also use LinkedIn for recruitment 4.2 billion people searches in 2011 LinkedIn is available in 17 languages More than two million companies have LinkedIn Company Pages Source: LinkedIn
    • 35. Why LinkedIn? #1 Business Social Media Platform Keep track of contacts throughout their career & job moves Build trust and rapport – therefore, your influence & your company’s – Excellent for recruiting/qualifying a candidate (Ask for recommendations!) – 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
    • 36. LinkedIn Profile Page – More than an online CV
    • 37. LinkedIn Groups
    • 38. Add additional sections to Company Pages
    • 39. If Facebookwere a country,it would be the3rd mostpopulatedin theworld!Only China &India are morepopulated!Twice the size ofthe USA (at 4th) Source: Facebook
    • 40. Facebook Stats 955 million active monthly users globally More than HALF of active users log on daily More than 70 languages available on the site About 80% of Facebook users are outside the USA More than 425 million active users do so with their mobile and are twice as active than active users on a PC People spend over 700 billion minutes per month on Facebook There are 2 billion posts liked and commented on every day Over 250 million photos are uploaded every day Source: Facebook
    • 41. Why Facebook? Project a more human face of your company Pictures of staff and events illustrate company culture and strengths Share research and knowledge – link to additional resources Promote upcoming events to gain attention and attendance Highlight partner activities to enhance relationships Promote sales, services and opportunities to interact Utilize settings on personal profiles to vary your communications to specific groups Enhance internal relations via a global virtual forum for staff Highlight CRS activities to show your company philosophy
    • 42. Social Media Stats 40% of people visit a brand’s Facebook page before their website $71.48 is the estimated annual value of someone who Likes a brand’s Facebook page 28% of Facebook Fans are more likely to continue using a brand and 48% are more likely to recommend the brand to their friends Sources: Nielsen, comScore, eMarketer, Harris Interactive, Washington Post, WOMMA
    • 43. IKEA Facebook / YouTube Example Click here to hyperlink to video
    • 44. Engage Staff Establish social media guidelines & teach staff how to share your company’s already published public information! Allow staff to be your online brand ambassadors to build your sphere of influence! Encourage them to share their tips, thoughts, ideas and improvements – provide positive reinforcement!
    • 45. Staff Promotes Content Via Facebook!
    • 46. Examples of Travel Brands on Facebook
    • 47. KLM’s “Meet & Seat” Example
    • 48. 340 MILLIONTweets per day on Twitter. Source: Twitter
    • 49. Twitter Stats 150 million active Twitter users worldwide, 60%+ outside the USA 35 Heads of State use Twitter to engage with their constituencies More than half log in each day, 40% are just listening and not tweeting There are more than 600 million searches on Twitter every day More than 340 million tweets per day More than a third of users access Twitter via their mobile phone There are more than one million registered Twitter apps Source: Twitter
    • 50. Why Twitter? Fast, efficient, economical and viral Straight to the point, 140 characters gives 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 Promotion of partner activities for enhanced relationships Excellent for Crisis Communication efforts Kansas City BTA / November 2011 P. 58
    • 51. Twitter Useful in Crisis Comms
    • 52. Tweetdeck & HootSuite – Free to track, share,schedule & update all social platforms in 1 place!
    • 53. 48HOURS.The amount of video uploaded toYouTube every minute!
    • 54. YouTube Stats Today, YouTube alone uses the same amount of bandwidth as the entire Internet used in year 2000 More than 4 billion videos are viewed each day, 3 billion hours of video are viewed each month 2 trillion views or almost 140 views for every person on Earth in 2011 YouTube is available in 39 countries and 54 languages 70% of traffic comes from outside the US YouTube mobile gets over 600 million views a day More than 500 tweets per minute include a link to a YouTube video Source: YouTube
    • 55. Why YouTube? For the visual learners – seeing is believing Customer testimonials are quite effective in video Video blogs from your executives on company activities/events, company financial results and industry topics User tips/guides to your products – showcase products and tips for best-in-class use Highlight inspiring events and philanthropic activities Marketing campaigns can go viral with reach! To be successful, videos should be authentic, clever, witty, touching and/or motivational – evoking an emotional response: • They needn’t to be expensive or polished to go viral!
    • 56. One YouTube example
    • 57. GBTA on YouTube : GBTA TV Kansas City BTA / November 2011 P. 66
    • 58. Blogs 3 out of 4 Latin American Internet users visit blogs Brazil is the most blog-happy: 85% of its internautas visit blogs The Associacao Nacional de Jornais reports that the readership of Brazil’s top journalists’ blogs is larger than the circulation of the country’s Top 10 newspapers! http://latinlink.usmediaconsulting.com/2012/01/the-latest-on-social-media-in- latin-america/
    • 59. Amadeus – An Industry Blog Example
    • 60. ce s! choi f on so mi lli ff er o Ap ps ob ileM
    • 61. Travel Buyer Opportunity:Research, Source & Share = Empowerment!
    • 62. Kansas City BTA / November 2011 P. 71
    • 63. Kansas City BTA / November 2011 P. 72
    • 64. Rana WalkerSocial Media Evangelist andPrincipal Consultant at GR&AThttp://be.linkedin.com/in/ranawalker

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