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SDBTA Presentation


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San Diego Business Travel Association presentation on Social Media in Business Travel

San Diego Business Travel Association presentation on Social Media in Business Travel

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  • 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 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.
  • Groups are a great way to share expertise, link articles and feel connected outside meetings themselves.
  • Control who sees what by grouping individuals into lists…then use the privacy features to ensure they see what you want!
  • NBTA presence on Twitter is three fold – association page, Caleb’s page and a list of chapter tweets!
  • Transcript

    • 1. What’s all the “Twitter” about?
      June 16, 2010
      By Rana Walker
      AirPlus International, Inc.
      SDBTA Social Media Presentation
      P. 1
    • 2. The Social Media success story…
      It’s happened fast – its viral growth is exponential!
      P. 2
      2005 – YouTube launches as a venture technology startup with early headquarters above a pizzeria in San Mateo, California
      2006 - Facebook invented in a Harvard dorm room, explodes in growth by allowing anyone over the age of 13 to have a profile
      2007 – Twitter was the result of a podcast company brainstorming session and it became a separate entity. By the end of 2007, there were approximately 5,000 tweets a day
      • YouTube- watching hundreds of millions of videos a day. In fact, every minute a total of 24 hours of video is loaded for viewing
      • 3. Facebook- More than 70 translations available on the site, more than 400 million active users & more than 60 million status updates posted each day
      • 4. Twitter- By 2008, there were 300,000 tweets a day. Beginning 2009, it grew to 2.5 million and continued to grow 1,400% in the year to 35 million per day. Today, there are 50 million tweets per day— an average of 600 tweets per second
      Note: All stats found on the respective websites
    • 5. 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. 3
      What is social media?
      It’s a viral and inter-connected network that removes barriers and provides an outlet for results-orientated, deep, quality interactions –virtually and in real-time.
    • 6. Social Media – Viral communication at time-warp speed
      P. 4
    • 7. The goal is a new circuitous routing for communication:
      P. 5
    • 8. P. 6
      Social Media Today…
      22% of Internet use is for social media – and that number is steadily growing
      4 main types of users – voyeurs, passive users, addicts & special occasion participants
      Most users login twice a day & 26% use mobile apps to do so – this number continues to rise!
      28% of Internet users are not yet active on social media sites – but 31% of them will be this year.
      Stats from Insights Consulting Study, 2010
      Conversation Prism by Brian Solis & JESS3
    • 9. The conversation is occurring whether you are listening…or not!
      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 advance
      You have a voice! Know what your partners/suppliers are up to in real-time! Strengthen your relationship through shared knowledge, increased communication & cooperative collaboration
      Participate 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 success
      Conduct real-time analysis and view trending topics within the industry
      Awareness – know what is being said about your company online. This could possibly aid other departments (example: customer service or marketing)
      P. 7
      Why should a Corporate Travel Manager care?
    • 10. Enhance corporate travel experience and comfort level
      Enable Travelers to control travel expenses
      Uncover a trusted source of information to validate corporate travel policies …or drive new ones!
      Gather feedback in real-time
      Allow you to feel the pulse of how the program is working
      Potentially promote behavioral changes
      Manage crisis situations
      Share experiences to promote growth
      Reward travelers, encourage participation within policy
      P. 8
      Social media tools can:
    • 11. Common sites with business applications for the travel industry:
      Communities, Blogs & Industry association platforms
      P. 9
      Social Media for Business Travel – Web 2.0 platforms for our discussion today
      These platforms provide greater opportunity for collaboration, connection,
      information sharing, real-time interaction and assessments on travel
    • 12. P. 10
      Linkedin- a profile page is more than a resume!
      Update your status with useful info
      List your website, twitter or blog
      Share presentations via slideshare
    • 13. P. 11
      My search for “Corporate Travel Manager” on Linkedin yields 126,627!
    • 14. P. 12
      “Corporate Travel Manager” filtered search on Linkedin yields 1,475 for San Diego!
    • 15. P. 13
      Get connected on Linkedin by importing contacts, using suggestions, and asking to be introduced
    • 16. P. 14
      Get involved in “Groups” & their discussions
      Direct communication with colleagues & upper management!
    • 17. P. 15
      NBTA group – connect and network beyond the national conference & regional events with over 1,990 members!
    • 18. P. 16
      Regional BTAs on Linkedin – Chicago is a great example!
    • 19. P. 17
      Your BTA’s chapter Linkedin group!
    • 20. P. 18
      “Company” profile on Linkedin – research a company for news, stats and follow your partners!
    • 21. Company Buzz app on Linkedin – follow trending news on the company of your choice!
      P. 19
    • 22. P. 20
      View the Events page to see which events your connections are attending – and add your own Events!
    • 23. P. 21
      Tripit is a great site for business travelers and those keeping track of business travelers!
      TripIt users have created more than 10,000 company groups since the function went live approx 3 months ago.
    • 24. P. 22
      Useful Tripit Travel Apps for the Business Travel Industry
    • 25. P. 23
      Add the Tripit App on Linkedin to see who is where!
    • 26. “I have more friends on Facebook than I had in high school…”
      P. 24
    • 27. P. 25
      Facebook- an increasingly hybrid platform for personal & professional users today!
    • 28. P. 26
      Facebook continues to evolve:“Fan” vs. “Like” example - just a month ago vs. today
    • 29. P. 27
      Business Travel Agencies Regional & Global pages-Used for promos, newsletters, awards, sales & incentives!
    • 30. P. 28
      Use to promote your company’s CSR activities & view your suppliers contributions and philanthropic efforts!
    • 31. P. 29
      NBTA’s Facebook pages are opportunities to connect -beyond the national conference & regional events
    • 32. P. 30
      Create “Lists” (grouping colleagues and/or friends separately) to control who sees what!
    • 33. P. 31
      Privacy- You control who can view, post, tag, etc… on your profile. And who can search/find you!
    • 34. P. 32
      Facebook Privacy Settings – Customize at your comfort level!
    • 35. P. 33
      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 friend or colleague by typing in their name here!
    • 36. Twitter- a micro-blogging phenomenon
      P. 34
    • 37. P. 35
      Dissection of a Twitter page
      Follow, be followed and get listed!
      Share news articles
      Make lists & follow already pre-made lists
      Converse with staff
      Promos, charities, prizes
      Re-tweeting company leaders
      Launch of new products/features
    • 38. P. 36
      Airlines on Facebook & Twitter-Used for customer service, contests, service updates!
    • 39. P. 37
      Hotel chains also get into the social media action!
    • 40. P. 38
      NBTA on Twitter – and many regional chapters too! Follow the pre-defined list easily!
    • 41. P. 39
      Tweet Deck – allows you to monitor Twitter
      topics of interest
    • 42. P. 40
      Hootsuite – monitor all your social media accounts in one place! Set up tweets to automatically update throughout the day!
    • 43. P. 41
      NBTA has a YouTube channel! View at:
    • 44. P. 42
      Airline YouTube pages allow you a video insight into their products and promotions
    • 45. P. 43
      Communities and Blogs are another great space to connect for news, opinions and for your comments too!
    • 46. P. 44
      Utilize online industry resources-Find valuable research/whitepapers available for FREE!
    • 47. P. 45
      Tracking Social Media and online mentions
    • 48. 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 and clearer understanding
      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 in these platforms is you GET as much as you GIVE
      Six tips to get started:
      P. 46
      Making Social Media work for you!
    • 49. 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 internally with the negative!
      Suggestions for Twitter, Linkedin & Facebook include:
      P. 47
      What should you tweet/write to update your status?
    • 50. Thank You!
      Q & A
      P. 48
    • 51. Rana Walker
      P. 49
    • 52. Back-up Slides
      P. 50
    • 53. Try using Linkedin in the following ways:
      Update your status frequently, often pointing to another social media or online platforms, links to news – keep the conversation loop round!
      In your pre or post meeting e-mail exchanges, invite to connect via Linkedin
      Download your outlook contacts & other e-mail contacts to invite to connect
      During RFP process, ask within industry groups for information, research, contacts, etc…
      Search & ask for introductions when considering a partnership opportunity – narrow your searches through the filters
      View the business under “company” searches before you next appointment for background info on the organization, demographics, to view other colleagues and activities, etc…
      Link it to your twitter account for easy reciprocal updates
      P. 51
      Social Media Tips – Linkedin (1)
    • 54. Try using Linkedin in the following ways:
      Join industry groups, view/visit groups of your travelers/staff, customers and partners. Within the groups remember to listen, learn and share/contribute!
      Contribute to your groups by adding links to interesting articles you’ve read under the “news” section
      Share your own knowledge to others’ questions in the group
      Incite a conversation by writing your own comment on timely industry topics
      Ask a question in your groups to solicit ideas & gain engagement
      Make a comment in current group conversation to promote knowledge sharing
      Add the Tripit feature to your profile – it allows you to see who amongst your contacts is where & when – this will aid you in filling empty slots/cancellations while on the road. As well as gain another resource to know where your travelers are at a given moment
      P. 52
      Social Media Tips – Linkedin (2)
    • 55. Utilize the features of Tripit to see who is traveling where and when – this could help business travelers share taxis, meals, etc…
      Start a company group - it also allows HQ staffers to know when a colleague is traveling in…thus can set up a meeting during the time frame internally, without the need for an additional trip
      When an appointment cancels, Tripit adds value by allowing travelers to see who is nearby…and who else they could possibly meet with at the last minute
      Apps are helpful! Promote the tracking features which help to provide real-time analysis of who is where should an emergency occur
      Flight info apps provide useful cancelation and flight delay information
      Update Tripit with your contacts in Linkedin and Plaxo
      P. 53
      Social Media Tips - Tripit
    • 56. Remember to use Facebook in the following ways:
      Search for and “Like” of your own company’s page and invite your friends and colleagues to “Like” your corporate page by using the easy share feature
      “Like” your suppliers and/or group association corporate pages - NBTA, AirPlus, GetThere, BCD, etc…
      Click “Like” on comments and leave a remark on existing page posts
      Add your own comment, with a link to a relevant article or share your thoughts – the suppliers are online to listen to you!
      Group your “friends” into lists – examples are via staff, family, etc… Share with others only what you feel comfortable with!
      Engage with internal staff more by commenting and liking their updates - this helps to create a stronger and more cohesive working relationship
      Follow media for a stream of updated articles on industry happenings
      P. 54
      Social Media Tips – Facebook
    • 57. Sign up for an account – even if it’s just to be a voyeur in the beginning
      Follow already created “Lists” by NBTA or others, these allow you to view who in the industry is tweeting, what they are saying & if you care to follow them personally
      Follow industry media publications for news, re-tweet it if you like it
      Follow partners for insight into their business, re-tweet it if you like it
      Follow your suppliers for promotion ideas, tweet to them ideas of your own or your thoughts on the product – they are listening!
      Use Tweetdeck or Hootsuite to keep an eye easily on staff tweets, anyone tweeting about your company, your suppliers, your partner (even your competitors) and the industry associations and especially their events!
      Remember to use Twitter in the following ways:
      P. 55
      Social Media Tips - Twitter
    • 58. P. 56
      Another example of a “Professional” Network - Plaxo
      Update your status with timely info!
      Link your Twitter feed to provide updates!
    • 59. Only 11% of teenagers today use email today!
      They find alternative means of communicating and sharing:
      They SMS text
      They use Social Media to communicate to groups
      View this YouTube video of Facebook COO Sheryl Sandberg to learn how social media is impacting communication.
      To know where we are going, we can look to the younger generation:
      P. 57
      Who can remember life before e-mail? Or life without it?