Marketing Club of Frankfurt Presentation Final

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Social Media Presentation in English to the Marketing Club of Frankfurt, Germany on AirPlus, Social Media and B2B

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Marketing Club of Frankfurt Presentation Final

  1. 1. WHAT TRAVEL PAYMENT IS ALL ABOUT. Social Media, B2B & AirPlusBy: Rana Walker / US Comms & Marketing / AirPlus International, Inc.15 February 2011 / Marketing Club of Frankfurt Marketing Club Frankfurt / 15 February 2011 P. 1
  2. 2. Disclaimer:Dieser Vortrag wird auf Englisch gehalten- I only speak Americano! AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. Marketing Club Frankfurt / 15 February 2011 P. 2
  3. 3. The Social Media phenomenom AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. Marketing Club Frankfurt / 15 February 2011 P. 3
  4. 4. Teens today do not know life without the Internet ormobile phonesNew technologies provide virtual, robust info accessible in real-time: 96% of Millennials have joined a social media platform (Source: socialenomics.com) Only 11% of teenagers today use e-mail – they SMS/text & use social media instead (Source: Insights Consulting Study, 2010) In Q4 2010, more smart phones were shipped than PCs – a jump 87% year-over-year and a historical first (Source: Associated Press, Feb. 2011) Social media connections build your sphere of trusted influence – the most important factor for buying decisions in the future!AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. Marketing Club Frankfurt / 15 February 2011 P. 4
  5. 5. Social Media Prism Relationship Content Experience ConversationAIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. Marketing Club Frankfurt / 15 February 2011 P. 5
  6. 6. AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. Marketing Club Frankfurt / 15 February 2011 P. 6
  7. 7. Social Media Sites where B2B & B2C Manage Profiles 80% of B2B companies in the US use Social Media more now than only 2 years agoAIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. Marketing Club Frankfurt / 15 February 2011 P. 7
  8. 8. B2B Marketing in Social MediaGreat statistics for every B2B marketer: B2B companies are ahead of B2Cs in social media adoption (Source: Business.com – B2B Social Media Benchmarking)  81% of B2B companies maintain company-related accounts or profiles on social media sites versus 67% of B2C  75% of B2Bs participate in micro-blogging (eg. Twitter) vs. 49% of B2Cs Use of social media by B2B companies is validated by B2B buyer perspectives (Source: Cone Inc – Social Media in Business)  93% of business buyers believe all companies should have a presence in social media  85% believe companies should not just present information via social media, but use it to interact and become more engaged with themAIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. Marketing Club Frankfurt / 15 February 2011 P. 8
  9. 9. B2B Marketing in Social MediaMore statistics for B2B marketing: Top 4 applications for the use of social media for B2B marketers are:  Thought leadership (59.8%)  Lead generation (48.9%)  Customer feedback (45.7%)  Advertising (34.7%) Two thirds of B2B marketers believe that online must be complemented by traditional marketing activities. (Source: Social Media B2B)AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. Marketing Club Frankfurt / 15 February 2011 P. 9
  10. 10. Corporate Travel & Social Media- The Wire…from AirPlusAIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. Marketing Club Frankfurt / 15 February 2011 P. 10
  11. 11. Social Media is not simply fun and games - it’s smart business! Two-sided Web 2.0 platformsconversations bring allow for better insight, clarity & collaboration & understanding knowledge-sharing Receive customer feedback without delay …and before it’s too late! AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. Marketing Club Frankfurt / 15 February 2011 P. 11
  12. 12. “Please come to HQ and share yourexpertise & enthusiasm for Social Media– but don’t expect to change the world.”- A former AirPlus Exec. Director of Global Marketing to MeAIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. Marketing Club Frankfurt / 15 February 2011 P. 12
  13. 13. Social Media is Global! Internet users leveraging Social Media by country in % Source: The Next Web Study June 2010 AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. Marketing Club Frankfurt / 15 February 2011 P. 13
  14. 14. Mapping the Social Internet– Harvard Business Review, July-Aug. 2010 AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
  15. 15. Social Media is evolving andchanging the way we communicateand conduct business. It’s benefitsare external, internal and beyondour imaginations.What we lose in control – we gain intransparency!AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. Marketing Club Frankfurt / 15 February 2011 P. 15
  16. 16. The rise of Social Media advertising worldwide: Half of the world’s social networking advertising budgets are on Facebook!AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. Marketing Club Frankfurt / 15 February 2011 P. 16
  17. 17. If Facebookwere a country,it would be the 3rd most populated in the world!Only China & Indiaare more populated. AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. Marketing Club Frankfurt / 15 February 2011 P. 17
  18. 18. Facebook Profiles End of 2010: Beginning 2010: 585 Million 337 A growth of +74% Million Source: FacebookAIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. Marketing Club Frankfurt / 15 February 2011 P. 18
  19. 19. Top 10 Countries on Facebook USA Indonesia UK Turkey France In Millions of Active Philippines Users Mexico Italy India Canada 0 100 200AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. Marketing Club Frankfurt / 15 February 2011 P. 19
  20. 20. Facebook in Germany Source: Facebookmarketing.de / Jan 2011AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. Marketing Club Frankfurt / 15 February 2011 P. 20
  21. 21. Top 5 Cities in Germany: 1. Berlin 2. München 3. Hamburg 4. Köln 5. Frankfurt Facebookmarketing.de / Jan 2011AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. Marketing Club Frankfurt / 15 February 2011 P. 21
  22. 22. Why Facebook?Project a more human face to your company to 585+ million users: Utilize pictures of staff and events to show your company culture Highlight CRS activities to show your company philosophy Share research and knowledge – link to additional resources Promote upcoming events to gain attention and attendance Highlight partner activities to enhance relationships Promote industry news, blog & comment to show your company as a thought-leader or with an opinion Provide a place for employees to feel connected online. Inter-company relations provide a global virtual forum for staff Utilize security settings to vary your communications to specific groupsAIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. Marketing Club Frankfurt / 15 February 2011 P. 22
  23. 23. Marketing Club Frankfurt - Your Facebook group!AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. Marketing Club Frankfurt / 15 February 2011 P. 23
  24. 24. The amount of video uploaded to YouTube every minute!AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. Marketing Club Frankfurt / 15 February 2011 P. 24
  25. 25. YouTube statistics Today, YouTube alone uses the same amount of bandwidth as the entire Internet used in year 2000 YouTube receives more than 2 billion viewers per day YouTube is available in 19 countries and 12 languages Half of YouTube’s users are 20 years old or younger - (the future generation) You would need to live for approx. 1,000 years to watch all the videos currently on YouTube Source: YouTubeAIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. Marketing Club Frankfurt / 15 February 2011 P. 25
  26. 26. Why YouTube?For the visual learners – seeing is believing: Customer testimonials are quite effective in video Video blogs from your executives on:  the company activities/events  company financial results  industry topics User tips/guides to your products – showcase products and tips for best in class use Highlight events and philanthropic activities in an inspiring way Marketing campaigns can go viral & obtain reach like never beforeAIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. Marketing Club Frankfurt / 15 February 2011 P. 26
  27. 27. AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. Marketing Club Frankfurt / 15 February 2011 P. 27
  28. 28. One YouTube example: Virgin Atlantic airlineAIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. Marketing Club Frankfurt / 15 February 2011 P. 28
  29. 29. AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. Marketing Club Frankfurt / 15 February 2011 P. 29
  30. 30. LinkedIn Worldwide 90M+ members in over 200 countries CAN: 4% EU: 22% IND: 8% USA: 52% BRZ:2% AUS: 2% Source: LinkedInAIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. Marketing Club Frankfurt / 15 February 2011 P. 30
  31. 31. LinkedIn Stats Management-level executives from all Fortune 500 companies have a profile on LinkedIn LinkedIn receives almost 12 million unique visitors per day +3M new members per month = over 1 new member per second LinkedIn is available in 6 native languages – English, German, French, Italian, Portuguese and Spanish 80% of companies also use LinkedIn as a recruitment tool - Oracle’s CFO, Jeff Epstein, was headhunted for the position via his LinkedIn profile Source: LinkedInAIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. Marketing Club Frankfurt / 15 February 2011 P. 31
  32. 32. LinkedIn PagesAIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. Marketing Club Frankfurt / 15 February 2011 P. 32
  33. 33. LinkedIn GroupsAIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. Marketing Club Frankfurt / 15 February 2011 P. 33
  34. 34. Why LinkedIn?Professional networking platform to supplement to the face-to-face events: Keep track of contacts throughout their career & job moves Build trust and rapport – therefore, influence for you & your company Excellent for recruiting/qualifying a candidate Share research, take polls and glean knowledge Join Groups for collaboration with your industry’s like-minded individuals – share your knowledge and ask for others’ input Gain transparency through insights into connections, partners, competitors, staffAIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. Marketing Club Frankfurt / 15 February 2011 P. 34
  35. 35. 50 MILLION.The number of tweets per day on Twitter. That’s approx. 600 tweets per second! AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. Marketing Club Frankfurt / 15 February 2011 P. 35
  36. 36. A few Twitter Stats Over 60% of Twitter use is outside the U.S. Twitter has more than 300,000 new users join every day There are currently over 110 million users of Twitter’s services Twitter receives 180 million unique visits each month There are more than 600 million searches on Twitter every day There are more than 50,000 third-party apps for Twitter More than a third of users access Twitter via their mobile phone Source: TwitterAIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. Marketing Club Frankfurt / 15 February 2011 P. 36
  37. 37. The World Cup 2010 – the largest sustained activity foran event in Twitter history!During the final, tweets from 172 countries and in 27 different languages!AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. P. 37
  38. 38. Why Twitter?Fast, efficient, economical and viral: Straight to the point, 140 characters only means no need/nor room for unnecessary fluff or advertising spin Detect industry trends and take polls/surveys in real-time Terrific for customer service – make contact with end-user (not often possible in B2B environment) Disseminate insightful information quickly and effectively Share knowledge readily – while it’s still relevant Glean and pass along other interesting industry news to show depth Promotion of partner activities for enhanced relationshipsAIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. Marketing Club Frankfurt / 15 February 2011 P. 38
  39. 39. An example of media interaction on TwitterAIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. Marketing Club Frankfurt / 15 February 2011 P. 39
  40. 40. Examples of partner and industry interactionsAIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. Marketing Club Frankfurt / 15 February 2011 P. 40
  41. 41. Others will promote your events!AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. Marketing Club Frankfurt / 15 February 2011 P. 41
  42. 42. Recruitment & staff interaction!AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. Marketing Club Frankfurt / 15 February 2011 P. 42
  43. 43. Allow your staff to be youronline brand ambassadors!Establish social media guidelines& teach them how to share youralready published public information!AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. Marketing Club Frankfurt / 15 February 2011 P. 43
  44. 44. Staff promotion through Facebook!AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. Marketing Club Frankfurt / 15 February 2011 P. 44
  45. 45. Staff promotion through LinkedIn!AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. Marketing Club Frankfurt / 15 February 2011 P. 45
  46. 46. Staff promotion through Twitter!AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. Marketing Club Frankfurt / 15 February 2011 P. 46
  47. 47. AirPlus and Social Media  Global  Innovative  Customer-oriented  A thought-leader keen to share knowledgeAIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. Marketing Club Frankfurt / 15 February 2011 P. 47
  48. 48. AirPlus in Social MediaCase Study: AirPlus Own online blogging community www.airpluscommunity.com Facebook page: www.facebook.com/airplusinternational Twitter sites: www.twitter.com/airplus, www.twitter.com/DE_airplus, etc…. YouTube page: www.youtube.com/airplusintl Linkedin page: www.linkedin.com/company/airplus XING page: www.xing.com/net/airplusAIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. Marketing Club Frankfurt / 15 February 2011 P. 48
  49. 49. The Wire…from AirPlusAIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. Marketing Club Frankfurt / 15 February 2011 P. 49
  50. 50. Social Commitment & Online GamingAIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. Marketing Club Frankfurt / 15 February 2011 P. 50
  51. 51. Our Whitepapers & Customer Magazines read on iPads,iPods, eBooks and smartphonesAIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. Marketing Club Frankfurt / 15 February 2011 S. 51
  52. 52. AirPlus keys to success with Social Media –Today and in the Future Upper Management support – Every top tier executive is on at least one social media platform Internal buy-in across various departments & nations for better internal collaboration Using Strategy with an open mind and innovative spirit Calculating qualitative and quantitative ROI Share knowledge with the business travel industry to foster greater online conversations & exchange Utilizing SEO techniques, Google ad wordsAIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. Marketing Club Frankfurt / 15 February 2011 P. 52
  53. 53. Sample areas of future AirPlus Social Mediagrowth: Global & regional Marketing – “Glocal” Global Sales of all segments Customer Service & Sales Support HR - Recruiting / Retention / Trainings Research/Business Development ITAIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. Marketing Club Frankfurt / 15 February 2011 P. 53
  54. 54. Tweetdeck – track & update all sites in one placeAIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. Marketing Club Frankfurt / 15 February 2011 P. 54
  55. 55. Ignoring it won’t make it go away….If we want to know what’s ahead (future) –we must watch the generation behind us.AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. Marketing Club Frankfurt / 15 February 2011 P. 55
  56. 56. AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. Marketing Club Frankfurt / 15 February 2011 P. 56
  57. 57. Future Themes for Social Media Mobile technology & development of apps will continue at time-warp speed Location-based marketing gains traction Increased “personalization” & the “one log-in” concept “Trusted” networking gains importance Web-conferencing & telepresence technology will improve & advance More Security, new laws & regulations will bring clarity AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. Marketing Club Frankfurt / 15 February 2011 P. 57
  58. 58. Social MEdiaShare your personality, NOT yourpersonal information!Share your company’s philosophy,NOT proprietary information!AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. Marketing Club Frankfurt / 15 February 2011 P. 58
  59. 59. Ideas for posts on Social Media platformsSuggestions 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 valuableAIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. Marketing Club Frankfurt / 15 February 2011 P. 59
  60. 60. Many thanks & let’s connect!Rana WalkerAirPlus International, Inc.rwalker@airplus.comwww.linkedin.com/in/ranawalkerAIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. P. 60

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