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New England BTA Social Media Presentation

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Presentation made to the NEBTA on the topic of social media in business travel - presentation notes are available upon request.

Presentation made to the NEBTA on the topic of social media in business travel - presentation notes are available upon request.


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  • The conversation is happening…where are you? You’re already here. I might say that we all are at the beginning of the tipping point of the viral messaging and communication surge. It’ll never REPLACE face-to-face interaction, but it’s not meant to. It’s a supplement, an additional avenue for interaction and knowledge….and hopefully by the time we are finished today, you’ll see it that way too.
  • Goal is to take content and create a conversation then extend that conversation into an experience and build that experience into a fruitful relationship. These platforms: • Remove barriers • Yield Instantaneous results/feedback • Are contagious and Viral at a time warping speed • Offer Less control ….but yield more truthful and fruitful interaction Just as we adjusted to and learned to utilize other new formats and their improvements (cable to tivo, cell phones to texting and other apps), we’ll achieve and adjust to this.
  • The social network and blogging audience is becoming more diverse in terms of age: the biggest increase in visitors during 2008 to “Member Community” Web sites globally came from the 35-49 year old age group (+11.3 million). Social Network Analysis 2009 Facebook Demographics and Statistics Report: 276% Growth in 35-54 Year Old Users Other stats: McKinsey's "Building the Web 2.0 Enterprise" survey showed that 94% of executives report that they are using Web 2.0 technologies to boost their internal communications specifically for: managing knowledge (83%), fostering collaboration across the company (78%), enhancing company culture (74%), and training (71%).   87% of executives report using Web 2.0 for customer interfacing, 73% of these executives say their goal is improving customer service, 71% do it to acquire new customers in existing markets, 53% to generate customer participation in product development, 53% to let customers interact, and 23% for other customer interactions.
  • Our survey on social media yielded the following results:
  • 58% use Linkedin, 45% use Facebook- with only 28% stating NONE Many felt that these sites enhance their business in one facet or another.
  • Linkedin & Plaxo- are great for networking, sharing ideas with like-minded business professionals- this is not a place to simply load your resume and do a job search, although this is one valuable feature in light of the current economic climate..so using the recommendation function for the job seekers is certainly useful. These are living, breathing platforms that offer much more than they did even a few months ago. The improvements allow you to truly network, share books, links to helpful articles, join groups and do research on companies. I keep my status updated and use the weekly email to see who else I should connect to. I share presentations with my connections, and will do so with this one as well…so this is your invitation to connect with me.
  • Groups are a great way to share expertise, link articles and feel connected outside meetings themselves.
  • Yesterday I conducted a search for the term “corporate travel manager” on Linkedin…and the results yielded 102,231 profiles worldwide!
  • Results for corporate travel managerin greater Milwaukee area Share your travel plans within your network – for greater on the go appointments and contact! Trip it is a free application on Linkedin
  • NBTA Linkedin page currently has 1,536 members NBTA Facebook page has 126 “fans” NBTA Facebook Group has 254 members
  • Total of 168 employees listing AirPlus on their Linkedin profiles
  • Facebook & MySpace- often viewed as personal networking sites but attitudes are changing & studies show that business is coming more into play and becoming more relevant on these platforms. I’ve learned personally that you can build on that foundation of base connections with powerful personal interactions.
  • I utilize the AirPlus site to gain brand awareness and exposure. Please become our FAN! Other sites promote their brands too, provide an opportunity for the company to be seen as living…more human.
  • Control who sees what by grouping individuals into lists…then use the privacy features to ensure they see what you want!
  • Back in the day…(circa 2004) – Old advice: Keep your Facebook profile private! Don’t let potential or current employers and clients see it! – New advice: Get to know your potential and current employers and clients through social media…just censor those Cancun pictures. Most important to know & remember, you control the output / interaction – remain connected at the level YOU are most comfortable- you’re in control of who see’s what, when and how….and even IF!
  • Twitter is a great place for a supplier to communicate what they’re doing to stay relevant. We discuss not only The Wire, our products, but what our partners, customers and industry peers are doing as well. Promos, giveaways …but very importantly – customer service. Followers see what you “tweet” and often they will “retweet” your message! Tips like using # allow people to communicate on the same topic and using the @ symbol allows you to reference link another twitter user.
  • Airlines and hotels are doing great at connecting with their users. Southwest, JetBlue and Midwest are all great examples of airlines who communicate service disruptions, promote their new cities and services, hold contests and react to customer service issues.
  • Their Twitter link directed followers back to the Southwest Blog page… again, all interconnected!
  • NBTA presence on Twitter is three fold – association page, Caleb’s page and a list of chapter tweets!
  • BUT the greatest part of Twitter, from a supplier perspective…is to LISTEN, learn what’s buzzing, what people are saying, & what’s happening right now! What questions are people asking about business travel, what are they saying about AirPlus, their travel policies, corporate cards, etc… Free applications like TweetDeck allow suppliers to do just that with Key word searches… I utilize it to see what people saying about us, our partners, our competitors and our industry overall. With Twitter, reaction is key… don’t sit idly by if a customer is dissatisfied – react and turn the negative into a positive!
  • NBTA Linkedin page currently has 1,536 members NBTA Facebook page has 126 “fans” NBTA Facebook Group has 254 members
  • ACTE Facebook page has 250 “fans” ACTE Linkedin page currently has 1,455 members
  • We place our studies, whitepapers and research on the business travel industry’s free resources, like ACTE Connect. See the 34 search results for AirPlus International!
  • These types of platforms are great places for your voice as a corporate travel professional to be heard- Examples- Dell’s ideastorm led to innovations, blogs lead to dialogue which is how industries grow, meet customer needs We’ve done the same sort of thing on our online community. We offer blogs on current issues and industry topics, as well as supply links, take live polls, offer the ability to submit ideas and converse on these ideas. Please get involved….make comments, ask questions, impart knowledge…because when we share knowledge we all grow! And now, at this time in the biz travel industry when we all need more business…it’s by working together that we all will succeed!
  • Another site pictured here is the blog community for thebeat.travel. Many of you are familiar with the beat and know that the topic covered are sometimes provocative. We joined this site as a place for our President to blog his “opinions” both personal and professional on many of the hot topics. But for all these types of sites to be successful- they need you!
  • Not all people learn in the same way, nor should we all rely on one means of communication. There are so many stimulating ways to communicate, visually through YouTube for example, or webinars and podcasts are other great examples. We use these to “connect” with customers/partners/prospects/press and we embrace all the different types of media which allow us to get creative. We use YouTube to connect with timely, relevant, interesting topics, share thoughts and ideas You can use the free YouTube “insight” feature to gauge viewership Online Video Fastest Growing Medium in the History of the World Having gone from zero to mass market globally in three short years, online video is the fastest-growing media platform in history, according to a new report from social media research consultancy Trendstream and research firm Lightspeed. In one week in January, 97 million Americans viewed a streaming clip online -- as many as are tuning into any major broadcast network -- according to a recent survey of 1,000 U.S. active Web users ages 16-65.
  • Online sites allow you to engage in philanthropic activities, organize charitable giving and fundraising activities. These turn-key sites allow you and your company to focus on the giving! We ran a March Madness campaign and within 4 days, almost tripled our fundraising goal.
  • We use Google Analytics software to monitor our sites and there are free versions of the analysis tool available. Social media isn’t high school or a popularity contest. Sure it’s great to have hits, fans, re-tweets, etc… but the greatest value is still somewhat immeasurable. And remember, these sites are continuously evolving and thus, no one is an expert yet. Don’t be crippled by fear…but remember to always use your head! Winston Churchill quote: There is no such thing as public opinion. There is only published opinion.
  • This event from BTN was live for one full working day (and online another 90)– We had each US sales and account managers participate by staggering their times to one hour each Doorbell rang to let us know someone was in the booth, the chat mechanism allowed us to field questions and have real-time interaction, and the business card features allow for & pursuant follow-up Reporting gave real-time analysis of time spent in booth, downloaded items, transcript of communiqué Won’t replace personal interaction, as I’ve said before…but certainly should be considered as a supplement rather than an altogether alternative Free for buyers and the next one is this Fall- I encourage you to participate.
  • Curious about trends in the industry- use the free google tool Trends! This chart shows the trends of business vs. leisure travel in online search terms
  • Google alerts are a great way for suppliers to remain connected to their customers, partners and industry news. These could be a tremendous resource for buyers too…when going out for bid, learn what’s being said about vendors and what sort of news is out there on that topic. There are numerous free newsletters on every topic imaginable. These are a few of the biz travel industries best.
  • Thank you! Any questions?
  • Transcript

    • 1. Social Media in Business Travel By Rana Walker, PR/Marketing for AirPlus International, Inc.
      • New England Business Travel Association - January 14, 2010
      • What's all the "twitter" about?
    • 2.
      • Definitions and Statistics
      • What is Social Media?
      • Platforms such as Linkedin, Facebook and Twitter
      • Sites relevant to our industry
      • How to network using social media in addition to these meetings
      • Industry resources online
      • Measurements and free analysis
      • Facts and the Future
      • Thank you!
      • Q & A
      P.
    • 3.
      • Definitions and Statistics
      • What is Social Media?
      • Platforms such as Linkedin, Facebook and Twitter
      • Sites relevant to our industry
      • How to network using social media to supplement these meetings
      • Industry resources online
      • Measurements and free analysis
      • Facts and the Future
      • Thank you!
      • Q & A
      P.
    • 4. Social Media – Viral communication at time-warp speed P.
    • 5. The Social Media conversation- Where are you? P.
    • 6. What is social media?
          • Past (1.0): talking, selling, marketing
          • Now (2.0): listening, sharing, participating
        • The goal is a new Communication routing:
            • Content – Conversation – Experience – Relationship
        • It’s a viral and inter-connected network that removes barriers and provides an outlet for results-orientated, deep, quality interactions – all in real-time
      • Social media platforms are also commonly referred to as Web 2.0
      P.
    • 7. A few stats to get us started…
      • Twitter is the fastest growing site on the Internet- over 1300% year over year – but also slows on activity/retention of user after 60 days
      • Facebook shows a 276% growth year-over-year in the age group of 35-54 year olds
          • 350 million active users with 65 million+ accessing the site through mobile devices
          • Translations offered in 70 different languages
      • 93% of Americans believe a company should have a presence in social media and of that 85% feel that they should use it as an active communication vehicle* *2008 Cone Business Study
      P.
    • 8. The Wire…from AirPlus – Survey of corp. travel managers on Social Media P.
    • 9. Surveyed Corporate Travel Managers said: P. Source: The Wire…from AirPlus May 2009
    • 10.
      • Definitions and Statistics
      • What is Social Media?
      • Platforms such as Linkedin, Facebook and Twitter
      • Sites relevant to our industry
      • How to network using social media in addition to these meetings
      • Industry resources online
      • Measurements and free analysis
      • Facts and the Future
      • Thank you!
      • Q & A
      P.
    • 11. Common Social Media site in Business Travel
      • Linkedin
      • Facebook
      • Twitter
      • YouTube
      • Communities
      • Blogs
      • Others include – Plaxo, MySpace, Xing, etc…
      • Examples of sites with business applications for our industry:
      P.
    • 12. “ Professional” Networks- Linkedin and Plaxo P.
    • 13. Get involved in “Groups” & their discussions P.
    • 14. Connect by importing contacts, using suggestions, asking to be introduced P.
    • 15. “ Corporate Travel Manager” on Linkedin yields 102,648 P.
    • 16. Use Linkedin to connect in Greater Boston area – 2,903! Get introduced, recommended, and see who’s where! P.
    • 17. NBTA group – connect and network beyond the national conference & regional events P.
    • 18. Regional BTAs on Linkedin P.
    • 19. “ Company Page” & “Company Buzz” on Linkedin – research your company’s news & your partners’ P.
    • 20.
      • “ I have more friends on Facebook than I had in high school…”
      P.
    • 21. “ Personal” Networks – MySpace/Facebook P.
    • 22. Examples of Some Biz Travel Industry Pages- Promos, newsletters, awards, sales and incentives! P.
    • 23. Use Facebook to promote your company’s CSR activities P.
    • 24. Create Lists to control “who” sees “what” on your page! P.
    • 25. Privacy Control measures - You have complete control over who sees what on your profile pages P.
    • 26. Twitter- a micro-blogging phenomenon P.
    • 27. Twitter- Follow to be followed, re-tweet and link to other platforms where relevant P.
    • 28. Airlines on Facebook &Twitter- Used for customer service, contests, service updates! P.
    • 29. Yesterday, Southwest Airlines celebrated One Million Twitter Followers with $10 off flights! P.
    • 30. NBTA on Twitter P.
    • 31. TweetDeck- the value of Twitter is in the LISTENING! P.
    • 32. Making Social Media work for you!
      • Define your goals for participation and create a baseline for growth analysis
      • Find networks/platforms that meet your goals and look at pages, companies that are succeeding – and that you like to watch - to use as role models
      • Develop a social media strategy for your company and distribute to employees – develop rules for engagement!
      • Dip your toe in – get online & build a profile, even if you just “listen” at first
      • Manage Expectations!!! Yours & your company/colleagues
      • Promote your presence – don’t wait for something to happen! The rule in these platforms is you GET as much as you GIVE
      • Six tips to get started:
      P.
    • 33. What should you tweet/write to update your status?
      • Links to interesting online articles and industry resources you value
      • Links to your own blog or other social media pages
      • Comments on current events
      • Observations on travel industry happenings
      • Share your personality – always be genuine as a fraud is easy to spot online!
      • Ask questions, answer questions – share your expertise and knowledge!
      • Invite to events & activities where you/your company will be present
      • Share promotional activities, contests, CSR efforts
      • React to all statements about your company, by re-tweeting the positive and being proactive with the negative!
      • Suggestions for Twitter, Linkedin & Facebook include:
      P.
    • 34.
      • Definitions and Statistics
      • What is Social Media?
      • Platforms such as Linkedin, Facebook and Twitter
      • Sites relevant to our industry
      • How to network using social media to supplement these meetings
      • Industry resources online
      • Measurements and free analysis
      • Facts and the Future
      • Thank you!
      • Q & A
      P.
    • 35. NBTA’s pages are opportunities to connect - beyond the national conference & regional events P.
    • 36. ACTE’s pages offer the same opportunity- networking beyond the global events P.
    • 37. Utilize online industry resources- Find valuable research/whitepapers available for FREE! P.
    • 38. ACTE/AirPlus Whitepapers Empowering the Corporate Travel Professional
        • ACTE in DC/ April 2009- Top 10 Tips for Corporate Travel Managers to bolster their role during a down economy
        • ACTE in Singapore/August 2009- Successful Travel Management in Asia-Pacific – Challenges and Solutions in a Fast Changing Region
        • International Travel Management Study/October 2009- Robust study full of global data from the 1,500 corporate travel managers surveyed
        • ACTE in Prague/October 2009- Post-Recession – Has the travel management landscape changed permanently?
        • Found online for free download: www.airplus.com , www.airpluscommunity.com , www.acteconnect.org
      P.
    • 39. AirPlus Community- www.airpluscommunity.com P.
    • 40. US Media embracing social media- The Beat blog – AirPlus blog by Richard Crum, US Pres. P.
    • 41. YouTube- Interactive visual platform P.
    • 42. NBTA has a YouTube channel – Subscribe at http://www.youtube.com/user/NBTATV P.
    • 43. Creative Opportunities to leverage involvement- CSR activities P.
    • 44.
      • Definitions and Statistics
      • What is Social Media?
      • Platforms such as Linkedin, Facebook and Twitter
      • Sites relevant to our industry
      • How to network using social media in addition to these meetings
      • Resources online
      • Measurements and free analysis
      • Facts and the Future
      • Thank you!
      • Q & A
      P.
    • 45. Facts - Measuring social media success
      • We use Google Analytics for our corporate website and our community.
      • Also track clicks through press release reporting and via emailing tool
      • Count the hits, fans, unique views, re-tweets, followers, votes, ratings, diggs, etc…
      P.
    • 46. ROI – Quantitative AND Qualitative
      • Re-tweets by total exponential audience, rather than simply number of re-tweets
      • Success factors defined to raise brand awareness – for example, it’s part of our marketing strategy to be a leader in expertise and to share knowledge – our success has been the number of speaking invitations on the topic!
      • Leads – from events did sales send invites to connect? Did they make an additional connection to a prospect through a virtual introduction?
      • Internal Communication and Company morale improves through shared knowledge and improved networking
      • Etc….
      • Measurement defined on your goals – remember to benchmark!
      P.
    • 47. Future- Virtual Tradeshows will not replace face-to-face interaction, but supplement P. Interactive Virtual Tradeshow Floor
    • 48. Future - Gain insight with Google Trends P.
    • 49. Future - the future is now! Free industry news/ info delivered to your Inbox
      • Google Alerts – search emails delivered to your inbox on any topic & frequency of your choosing
          • Examples: NBTA, Corporate Travel, AirPlus International
      P.
      • Free online travel newsletters/updates via e-mail and/or RSS feeds:
          • www.askbte.com (Redline news)
          • www.btn.com (eNewsletter)
          • www.thetransnational.travel
          • www.travelweekly.com
    • 50.
      • Definitions and Statistics
      • What is Social Media?
      • Platforms such as Linkedin, Facebook and Twitter
      • Sites relevant to our industry
      • How to network using social media in addition to these meetings
      • Resources online
      • Measurement and free analysis
      • Facts and the Future
      • Thank you!
      • Q & A
      P.
    • 51. P. Rana Walker PR/Marketing for AirPlus International, Inc. [email_address] Visit! www.airplus.com Follow! www.twitter.com/airplus Join! www.airpluscommunity.com Watch! www.youtube.com/airplusintl Fan! www.facebook.com/airplusinternational Questions? Thank you!