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Social Media in Business Travel Presentation to the PBTA

Social Media in Business Travel Presentation to the PBTA

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  • In the past: it was about talking /selling ---PUSHING a messageNow, it’s about communicating, listening and sharingThese 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 interactionJust 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.
  • Your staff is talking, about their personal & professional lives – make sure you are listening to yield greater transparency! You have the means to hear them, anticipate needs, help solve problems and find efficiencies in advanceYou have a voice! Know what your partners/suppliers are up to in real-time! Strengthen your relationship through shared knowledge, increased communication & cooperative collaborationParticipate in industry associations, as a supplement to the face-to-face events. Use association event pages to see who will be at the events, too! Raise your internal profile with knowledge sharing – know where to glean the knowledge and how to share it openly with successConduct real-time analysis and view trending topics within the industryAwareness – know what is being said about your company online. This could possibly aid other departments (example: customer service or marketing)
  • 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!
  • Third behind China and India, with the US as 4th.
  • Control who sees what by grouping individuals into lists…then use the privacy features to ensure they see what you want!
  • See the product before you recommend it!

Transcript

  • 1. Social Media in Corporate Travel
    Tweet, follow, friend & connect!
    By Rana Walker / AirPlus International / October 20, 2010
    P. 1
    Social Media ISM Presentation
  • 2. Social media platforms are also commonly referred to as Web 2.0
    Past (1.0): talking, selling, marketing
    Now (2.0): listening, sharing, participating
    P. 2
    A viral & inter-connected network that:
    • Removes barriers
    • 3. Is a channel for meaningful quality interactions
    • 4. Occurs virtually and in real-time
    What is Social Media?
  • 5. The Social Media Prism
    Content
    Conversation
    Relationship
    Experience
    Source: Insights Consulting Study, 2010
  • 6. 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
  • 7. The conversation is occurring whether you are listening…or not!
    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)
    P. 5
    Why a Corporate Travel Manager should care
  • 8. 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:
  • 9. “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 AirPlusInternational
    P. 7
  • 10. P. 8
    Social Media is Global!
    Percent of Internet users utilizing Social Media by country
    Source: The Next Web Study June 2010
  • 11. Mapping the Social Internet– Harvard Business Review July-August 2010
  • 12. “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
  • 13. Our discussion today covers the following social media platforms:
    P. 11
  • 18. P. 12
    Linkedin Profile Creation – Getting Started with Linkedin
    http://learn.linkedin.com/profiles/overview/
  • 19. P. 13
    Linkedin- a profile page is more than a resume!
    Update your status with useful info and comment!
    List your website, twitter or blog
    Share presentations via slideshare
  • 20. Linkedin search “Corporate Travel Manager”: 144,773
    Filter your selections further today by not only location, relationship, industry, but also groups, company, experience, etc…
  • 21. P. 15
    Filtering the search to the “Greater Pittsburgh Area”: 527
  • 22. P. 16
    Get connected on Linkedin by importing contacts, using suggestions, and asking to be introduced
  • 23. P. 17
    Know your connection opportunities - Network Statistics
  • 24. P. 18
    ACTE group – connect and network beyond the national conference & regional events with 2,428 members!
  • 25. P. 19
    NBTA Group – another opportunity to connect with like-minded industry colleagues: 2,746 members & growing
  • 26. P. 20
    PBTA’s Linkedin Group page
  • 27. P. 21
    “Company” profile on Linkedin – research a company for news, stats and follow your partners!
  • 28. P. 22
  • 29. 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
  • 30. If Facebook were a country – it would replace USA as the 3rd largest population in the world!
    - Source Mashable.com
    P. 24
  • 31. P. 25
    Facebook- an increasingly hybrid platform for personal & professional users today!
  • 32. P. 26
    Create “Lists” (grouping colleagues and/or friends separately) to control who sees what!
  • 33. P. 27
    Facebook Privacy Settings – Customize at your comfort level!
  • 34. 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!
  • 35. P. 29
    Facebook continues to evolve - “Fan” vs. “Like” and enhancing personalization
  • 36. P. 30
    Industry suppliers have both Regional & Global pages for promotions, newsletters, awards, sales & incentives!
  • 37. P. 31
    Highlight CSR activities & philanthropic efforts!
  • 38. P. 32
    “Your last tweet?”
  • 39. “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. 33
  • 40. P. 34
    Dissection of a typical Twitter page
    Follow, be followed and get listed!
    Launch of new products & features & solicit feedback
    Make lists (grouping those you follow together) & follow other’s already pre-made lists
    Share timely news articles & videos
    Converse with staff
    Re-tweet company leaders
  • 41. P. 35
    Airlines on Facebook & Twitter-For customer service, contests, service updates!
  • 42. P. 36
    Hotel chains also get into the social media action!
  • 43. Twitter pages in local languages are becoming more important than ever!
  • 44. 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!
  • 45. P. 39
  • 46. P. 40
    Community sites are another great space to connect for news, opinions and to leave your own comments too!
  • 47. P. 41
    Industry Blogs are a great way to gain insights, reinforce partnerships and share opinions!
  • 48. P. 42
    Utilize online industry resources-Find valuable research/whitepapers available for FREE!
  • 49. P. 43
    Free ideas to gain insights on your company, partners, customers and potential customers and competitors!
  • 50. P. 44
    Tweet Deck – a free app to monitor Twitter, Linkedin, Facebook, etc… from one central control panel with ease
  • 51. YouTube – for the more visual learners & communicators
  • 52. P. 46
    Airline YouTube pages allow you a video insight into their products and promotions
  • 53. Social MEdia
    Share your personality, NOT your personal information!
    P. 47
  • 54. Suggestions for Twitter, Linkedin & Facebook include:
    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
    P. 48
    Ideas for posts on Social Media platforms
  • 55. 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
  • 56. 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!
    • 57. Even further personalization toward your preferences making it all about convenience and trust!Recommendations will be key.
    • 58. User apps bring more efficiency making it all about the NOW
    • 59. Better leveraging of web technology – webinars, skype, teleconferencing, virtual tradeshows
    • 60. Only 11% of teenagers e-mail today - they prefer social media platforms and SMSing/texting
    • 61. Enhanced security measures, many new laws & rules of engagement
    -Source: Insights Consulting Study, 2010
  • 62. P. 51
  • 63. Thank You!
    Visit! www.airplus.com
    Follow!www.twitter.com/airplus
    Join!www.airpluscommunity.com
    Like!www.facebook.com/airplusinternational
    Connect!www.linkedin.com/in/ranawalker
    P. 52
    Social Media ISM Presentation
  • 64. Backup slides
    P. 53
    Social Media ISM Presentation
  • 65. Define your goals for participation and create a baseline for growth analysis
    Determine the networks/platforms that meet your goals. Evaluate other’s pages that you like to watch and emulate
    Know your company’s social media policy so that you understand the guidelines for engagement
    Dip your toe in – get online & build a profile, even if you just “listen” at first
    Manage Expectations!!! Yours & your colleagues
    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!
  • 66. P. 55
    2010 Social Media “map”
  • 67. P. 56
    View the Events page to see which events your connections are attending – and add your own Events!