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Social media in business travel management-amex paper

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How and why using Social Media within an effective travel management program is good business

How and why using Social Media within an effective travel management program is good business

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  • Social media helps people better plan their trips. They get more information and more choices thanks to their social media accounts. By using various typed of social media one can get significant knowledge and preview of where they are heading to.
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  • 1. This document contains unpublished confidential and proprietary information of American Express. No disclosure or use of any portion of these materials may be made without the express written consent of American Express. © 2004 American Express Company SOCIAL MEDIA IN BUSINESS TRAVEL MANAGEMENT June 22, 2010
  • 2. This document contains unpublished confidential and proprietary information of American Express. No disclosure or use of any portion of these materials may be made without the express written consent of American Express. © 2004 American Express Company 1 Panelists todayPanelists today Christa Degnan Manning Christa Degnan Manning is the Director, Research & Media, within the American Express Business Travel Global Advisory Services Innovation group. She leads the eXpert insights research practice, which seeks to objectively identify travel program optimization opportunities, analyze best practices, and quantify improvement outcomes using extensive travel commodity, program, and transaction data worldwide. Christa is responsible for identifying the meaningful trends in the industry, educating clients on the impact of market changes to their programs, and publishing actionable advice to help companies reduce travel costs, improve compliance, mitigate risk, enhance sustainability, and ultimately drive desired business outcomes. Catherine Keane Catherine Keane is the Manager of New Media for American Express Business Travel. She leads the development and evolution of the digital strategy for the business, including presence on popular social media sites such as Facebook and Twitter, as well as the creation and maintenance of businesstravelconneXion.com (btX) - the industry's first social community dedicated to business travel professionals. Her goal for btX is to provide a content rich experience as well as a networking opportunity for clients, prospects, suppliers, competitors and industry experts. Catherine is regularly called upon to speak on the topic of social media at local NBTA chapter events. Prior to American Express Catherine owned her own business which she sold in 2008.
  • 3. This document contains unpublished confidential and proprietary information of American Express. No disclosure or use of any portion of these materials may be made without the express written consent of American Express. © 2004 American Express Company 2 Panelists todayPanelists today Tony Brice In his current role as VP of Customer Success in Sabre’s new social media platform startup, cubeless, Tony Brice strategizes with customers to create online business-oriented communities. Most of his career has been spent in research and development, identifying opportunities to combine emerging technologies with innovative business strategies. In Sabre’s Travel Studios, he led the company’s research on trends in technology, business, and human behavior. Key focus areas included social media, mobile, search, advertising, and Internet-driven business models. Brice spent two years as Director of Strategic Architecture, helping to lead Sabre’s push into Open Systems and Service Oriented Architecture. Prior to joining Strategic Architecture, he was a Director in Sabre Labs where he led the concept and prototype development for several components of Sabre’s portfolio in areas as diverse as Airline Inventory and Availability, Revenue and Yield Management, Pricing, and Merchandising Karoline Mayr Karoline Mayr is currently positioned in Herndon, VA, as Senior Manager, Global Travel Procurement, at Deltek Inc., the leading provider in enterprise application software built specifically for project-focused businesses. For over 15 years, Karoline has dedicated her career to the travel industry. With an impressive track record of creating and implementing travel programs to dramatically reduce T&E expenditures, as well as managing corporate credit card programs to reduce risks to the organization, Mayr constantly strives to innovate and improve, and her expertise in relationship management, communication, and change management enables her as one of the best leaders in the industry. Currently, Mayr sits on the Board of Directors of the Northern Virginia Business Travel Association.
  • 4. This document contains unpublished confidential and proprietary information of American Express. No disclosure or use of any portion of these materials may be made without the express written consent of American Express. © 2004 American Express Company 3What is Social Media? Consumer Social Networking Sites ■ Facebook ■ MySpace ■ Twitter ■ Flickr ■ YouTube Business Social Networking Sites ■ LinkedIn ■ Spoke ■ Plaxo ■ Yammer Definition: Online communication and collaboration, typically around a shared interest or context.
  • 5. This document contains unpublished confidential and proprietary information of American Express. No disclosure or use of any portion of these materials may be made without the express written consent of American Express. © 2004 American Express Company 4Social Media in Business Specific ways that companies are using social media today ■ Support Customers ■ Engage Customers ■ Incent Customers ■ Create Content ■ Promote the Brand Private communities are emerging as the preferred mode of communication to keep feedback confidential Originally seen as a customer engagement tool or a means of communication, companies are moving beyond these uses to enhance business functions and even contribute to incremental revenue or cost controls Success requires tailoring the specific social media approach to client preferences with a focus on their needs
  • 6. This document contains unpublished confidential and proprietary information of American Express. No disclosure or use of any portion of these materials may be made without the express written consent of American Express. © 2004 American Express Company 5Social Media in Travel Today ■ Twitter following of over 1.6 million ■ Site used for customer service purposes ■ Expanded its presence to include promotional fares ■ Developed a social networking tool to allow potential customers and locals to connect ■ Now use Twitter and have a six- person team dedicated to responding to Tweets about its properties Hotels and airlines have been active in social media for branding and marketing purposes and many plan to incorporate more social media and mobile tools in the future Social Media in Practice
  • 7. This document contains unpublished confidential and proprietary information of American Express. No disclosure or use of any portion of these materials may be made without the express written consent of American Express. © 2004 American Express Company 6Social Media in Managed Travel Primary Research Survey Survey on the use of social media in supporting travel management ■ eXpert insights partnered with technology market research firm AMR Research ■ Conducted in February and March 2010 ■ Survey sought to better understand how companies are currently embracing social media ■ Understand how travel management might use these tools in the future
  • 8. This document contains unpublished confidential and proprietary information of American Express. No disclosure or use of any portion of these materials may be made without the express written consent of American Express. © 2004 American Express Company 7Survey Respondent Characteristics by Size and Function Total Airline Spend Among Survey Respondents Job Function Among Survey Respondents The survey generated 90 responses from individuals who are actively involved in corporate travel management Source: American Express Business Travel eXpert insights Research 2010
  • 9. This document contains unpublished confidential and proprietary information of American Express. No disclosure or use of any portion of these materials may be made without the express written consent of American Express. © 2004 American Express Company 8Survey Characteristics by Travel Management Influence Involvement level in company’s purchase of technology and services that support Nearly half either solely responsible or leader of a group responsible for the decision Source: American Express Business Travel eXpert insights Research 2010
  • 10. This document contains unpublished confidential and proprietary information of American Express. No disclosure or use of any portion of these materials may be made without the express written consent of American Express. © 2004 American Express Company 9Travel Management Organizational Breakdown 1140 or more 19 20 to less than 40 26 10 to less than 20 342 to less than 10 91 Number of Employees in Business Travel Management department 1140 or more 19 20 to less than 40 26 10 to less than 20 342 to less than 10 91 Number of Employees in Business Travel Management department 70% of companies surveyed had a dedicated travel department Source: American Express Business Travel eXpert insights Research 2010
  • 11. This document contains unpublished confidential and proprietary information of American Express. No disclosure or use of any portion of these materials may be made without the express written consent of American Express. © 2004 American Express Company 10Personal Use of Social Media Significant Source: American Express Business Travel eXpert insights Research 2010
  • 12. This document contains unpublished confidential and proprietary information of American Express. No disclosure or use of any portion of these materials may be made without the express written consent of American Express. © 2004 American Express Company 11Business Use of Social Media Also Significant 13% 13% 17% 18% 24% 28% 33% 40% 44% 46% 49% 49% 51% 58% 64% 20% 15% 14% 22% 13% 14% 20% 14% 9% 16% 21% 11% 7% 18% 14% 9% 17% 9% 7% 11% 13% 10% 11% 4% 10% 6% 7% 11% 6% 2% 31% 35% 35% 30% 29% 25% 25% 20% 26% 15% 15% 25% 23% 13% 17% Crowdsourcing Vlogs Mashups Widgets Tags RSS Podcasts Location based services Wikis Forums Online Video Web chats Blogs Webcasts Instant messaging Currently Using Plan to Use in 6 months Plan to Use in the Next 12 Months Have No Plan to Use Source: American Express Business Travel eXpert insights Research 2010
  • 13. This document contains unpublished confidential and proprietary information of American Express. No disclosure or use of any portion of these materials may be made without the express written consent of American Express. © 2004 American Express Company 12Different Mediums for Different Messages 43% 45% 35% 37% 23% 25% 24% 20% 39% 51% 24% 21% 27% 29% 33% 3% 13% 38% 26% 30% 20% 34% 37% 12% 15% 19% 25% 24% 32% 16% 54% 43% 27% 34% 45% 53% 41% 43% 49% 34% 57% 55% 47% 35% 51% Solely INTERNAL Communication & Collaboration Solely EXTERNAL Communication & Collaboration Both INTERNAL & EXTERNAL Communication & Collaboration Online Video Forums Tags (internet keyword or bookmark) Mashups Location based services RSS (content syndication) Widgits Vlogs Blogs Wikis (collaborative writing) Web chats Webcasts Podcasts Crowdsourcing Instant messaging Source: American Express Business Travel eXpert insights Research 2010
  • 14. This document contains unpublished confidential and proprietary information of American Express. No disclosure or use of any portion of these materials may be made without the express written consent of American Express. © 2004 American Express Company 13Mid-size Companies Lead Use of Social Media in Travel 50% 33% 67% 50% 59% 41% More than $10 million $3.0 million to $9.9 million $500,000 to $3 million NO, we do NOT use social media to support buisness travel management YES, we use social media to support business travel management Source: American Express Business Travel eXpert insights Research 2010
  • 15. This document contains unpublished confidential and proprietary information of American Express. No disclosure or use of any portion of these materials may be made without the express written consent of American Express. © 2004 American Express Company 14Types of Social Media Engagement to Support Travel 33% 35% 43% 45% 41% 63% We passively scan external social media sites for information relative to our managed travel program We post corporate travel information in text form to public social media site We post video content to public social media site We actively engage with a public community We police public social media sites to ensure corporate travel policy compliance We have established an internal site and have built a community to support improved travel management Source: American Express Business Travel eXpert insights Research 2010
  • 16. This document contains unpublished confidential and proprietary information of American Express. No disclosure or use of any portion of these materials may be made without the express written consent of American Express. © 2004 American Express Company 15Specific Platforms to Support Travel with Social Media Source: American Express Business Travel eXpert insights Research 2010
  • 17. This document contains unpublished confidential and proprietary information of American Express. No disclosure or use of any portion of these materials may be made without the express written consent of American Express. © 2004 American Express Company 16Social Media Activity by Functional Role Source: American Express Business Travel eXpert insights Research 2010
  • 18. This document contains unpublished confidential and proprietary information of American Express. No disclosure or use of any portion of these materials may be made without the express written consent of American Express. © 2004 American Express Company 17Benefits of Social Media in Managing Travel 3% 15% 6% 18% 25% 18% 8% 18% 34% 26% 42% 43% 44% 27% I use social netw orking to netw ork w ith other travel manager / procurement officer peers I use social netw orking to uncover travel patterns that could lead to better vendor rates and services I use social netw orking to encourage travelers to netw ork w ith each other I use social netw orking to look for preferred vendors and services from my travelers I use social netw orking to learn and communicate best practices/reduce business cost in travel I use social netw orking to stay on top of the latest travel information I use social netw orking to provide visibility into traditionally siloed business functions / departments Benefits of Social Media Primary Benefit Source: American Express Business Travel eXpert insights Research 2010
  • 19. This document contains unpublished confidential and proprietary information of American Express. No disclosure or use of any portion of these materials may be made without the express written consent of American Express. © 2004 American Express Company 18Benefits of Social Media by Company Size Airline Travel SpendExpected Benefits when Investing or Considering Social Media Platforms to Support Travel Management $500K – $3 Million $3 Million - $10 Million $10 Million or more I use social networking to network with other travel manager / procurement officer peers 15% 17% 21% I use social networking to uncover travel patterns that could lead to better vendor rates and services 29% 25% 45% I use social networking to encourage travelers to network with each other 15% 21% 39% I use social networking to look for preferred vendors and services from my travelers 29% 50% 47% I use social networking to learn and communicate best practices/reduce business cost in travel 50% 38% 39% I use social networking to stay on top of the latest travel information 41% 46% 45% I use social networking to provide visibility into traditionally siloed business functions / departments 15% 21% 42% None / Don't use 12% - 8% Source: American Express Business Travel eXpert insights Research 2010
  • 20. This document contains unpublished confidential and proprietary information of American Express. No disclosure or use of any portion of these materials may be made without the express written consent of American Express. © 2004 American Express Company 19Panelist Perspective Tony Brice, VP of Customer Success, Sabre Karoline Mayr , Senior Manager, Global Travel Procurement, Deltek Inc Catherine Keane, Manager, New Media, American Express Business Travel
  • 21. This document contains unpublished confidential and proprietary information of American Express. No disclosure or use of any portion of these materials may be made without the express written consent of American Express. © 2004 American Express Company 20Main Reasons for Not Using Social Media to Support Travel 15% 35% 15% 33% 17% 15% 17% 20% 26% 7% 13% 4% 22% 15% 13% 4% 7% 15% It takes too much effort / I don't have the time Potential productivity loss / over-use during w ork hours Don't know how to use it Company policy prohibits use / participation I am not allow ed to access social media sites w hile at w ork I don't see the b'nefit I don't know w hich one to use They are too overw helming-information overload and difficult to follow I don't trust and can't validate the user- generated content and comments PRIMARY Reason for Not Using MAIN Reasons for Not Using Source: American Express Business Travel eXpert insights Research 2010
  • 22. This document contains unpublished confidential and proprietary information of American Express. No disclosure or use of any portion of these materials may be made without the express written consent of American Express. © 2004 American Express Company 21Limitations of Social Media Tools to Support Travel Today Source: American Express Business Travel eXpert insights Research 2010
  • 23. This document contains unpublished confidential and proprietary information of American Express. No disclosure or use of any portion of these materials may be made without the express written consent of American Express. © 2004 American Express Company 22Barriers to the Use of Social Media for Travel Source: American Express Business Travel eXpert insights Research 2010
  • 24. This document contains unpublished confidential and proprietary information of American Express. No disclosure or use of any portion of these materials may be made without the express written consent of American Express. © 2004 American Express Company 23Panelist Perspective Tony Brice, VP of Customer Success, Sabre Karoline Mayr , Senior Manager, Global Travel Procurement, Deltek Inc Catherine Keane, Manager, New Media, American Express Business Travel
  • 25. This document contains unpublished confidential and proprietary information of American Express. No disclosure or use of any portion of these materials may be made without the express written consent of American Express. © 2004 American Express Company 24Recommendations Listen, Learn, Engage, Repeat • Be Responsive • Encourage and Reward • Define Success • Beware of Corporate Speak • Online to Offline • Partner • Know What’s Next
  • 26. This document contains unpublished confidential and proprietary information of American Express. No disclosure or use of any portion of these materials may be made without the express written consent of American Express. © 2004 American Express Company 25 About eXpert insightsAbout eXpert insights eXpert Insights is a dedicated research practice from Global Advisory Services focused on primary industry research and mining American Express’s $100B+ in aggregate travel information to objectively identify best practices and program optimization opportunities for clients on an on-going basis. In addition to monthly news analysis, eXpert insights publishes Best Practice Roadmap reports, the annual Global Business Travel Forecast, and the Business Travel Monitor, the industry’s leading pricing benchmark with detail on average business traveler fares paid in air, hotel, and car by city and class of service for hundreds of locations worldwide. For more information on Global Advisory Services or eXpert Insights research, please contact advisoryservices@aexp.com.
  • 27. This document contains unpublished confidential and proprietary information of American Express. No disclosure or use of any portion of these materials may be made without the express written consent of American Express. © 2004 American Express Company 26 Thank you for joining us today! Visit businesstravelconneXion.com to: Look for answers to any questions we didn’t answer today Listen to a recording of this Webinar Find out who won a Kindle later today!

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