The document discusses the use of social media in business-to-business environments for travel companies. It outlines various ways social media can be used, including providing travel information, customer service, experience sharing, company communities, and new collaborative services. The presentation then provides a case study of how Société Générale uses a social network called SG Communities, including a travel group with 500 members that shares news, information, and forums. Key takeaways are that social media use is growing due to trends like mobility, blurring of personal/professional lives, and the need for instant information and interaction, but companies should consider their objectives, resources, and traveler needs when utilizing these tools.

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Connect with your
travellers through
social media
Aurélie Krau, Travel Industry and
TravelTech Commentator, TravelThink
Jessica Lopes, Buyer -Travel and Mobility,
Sourcing Division, Société Générale

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Agenda
1. You & social media
2. Overview: social media in a BtoB environment
3. Case study: Société Générale
4. Q&A

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1. You & social
media

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Let’s discuss!

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2. Overview: use of
social media in a
BtoB environment
*** non-exhaustive list ***

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Information on traffic
‘unofficial’ stream / users hashtags:
official stream:

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or via DM:
Customer service

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(re)Booking!
e.g. Uber via Facebook Messenger [beta test]
e.g. KLM via WhatsApp

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Traveller / concierge services
Starwood via
WhatsApp:

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Experience sharing

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Live Tweets: conferences

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Company social network
e.g. Yammer integrated by CWT in 2013
400 groups created & integrated to SharePoint
10,000+ users after being live in 2013

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Company blog
Posts written
by employees

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Online communitiese.g. users groups on
LinkedIn

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Online communities
e.g. users groups
on GBTA Hub

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New collaborative services
e.g. CWT Hotel Intel
Corporate Hotel Reviews

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Some keywords 
instantaneity interactivity
share
learn
network
experience
BYOD
e-reputation
ATAWAD
SOLOMO
live chat

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3. Case study:
Société Générale

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Fact sheet: Société Générale Social Network
Social Network : SG Communities (mix of professional
and leisure groups)
Name of the ‘travel’ group : « Business Travel / Voyage
d’affaires »
Traveler's profiles SG France : 17,000 travelers
Number of ‘Travel’ group members: 500
(PA’s are the main group members => few « self
bookers » at SG)

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Home page
© Société Générale

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Latest news
© Société Générale
A selection of the latest news shared
with the Travel group members

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Forum (wall of the group)
Information on:
- General travel info
- Suppliers
- Contracts / agreements
© Société Générale

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Newsletter
© Société Générale

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Which takeaways?

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Growing use of social media driven by…
blurring
consumerization
mobility
Next Gen travellers
Rule of 3i’s:
information
instantaneity
interaction
technology
communication 2.0
future of work
personalization

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When considering embracing social
media, think of:
• Your objective(s)
• Your resources
• Your skills
• The profile/needs of your travellers

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4. Q&A

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Thank You!!
