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NBTA Europe Webinar


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Webinar Presentation for the NBTA Europe professionals

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NBTA Europe Webinar

  1. 1. SocialMedia in Business Travel<br />3 February 2011 / NBTA Europe Webinar<br />P. 1<br />NBTA Europe / 3 February 2011<br />By: Rana Walker / US Comms & Marketing <br />
  2. 2. “Please come to HQ and share your expertise & enthusiasm for Social Media <br />– but don’t expect to change the world.”<br />- Former Exec. Director of Global Marketing for AirPlus to Me<br />P. 2<br />NBTA Europe / 3 February 2011<br />
  3. 3. World Map of Top Social Media Sites <br />P. 3<br />NBTA Europe / 3 February 2011<br />
  4. 4. Social Media is Global! <br />Percent of Internet users utilizing Social Media by country<br />Source: The Next Web Study June 2010<br />P. 4<br />NBTA Europe / 3 February 2011<br />
  5. 5. Mapping the Social Internet– Harvard Business Review, July/Aug. 2010<br />
  6. 6. P. 6<br />NBTA Europe / 3 February 2011<br />
  7. 7. Social Media for Travel <br />P. 7<br />NBTA Europe / 3 February 2011<br />Suppliers such as airlines, trains, hotels, resorts, car rental companiesall use social media today for customer service, share knowledge, promos, sales & build brand loyalty<br />Travel Technology companies use it for trends, testing, engagement and promotion<br />Travel Agenciesuse social media to connect, promote and target market<br />Corporate Travel Managersutilize social media to connect with their end users- business travelers and with their suppliers<br />Travelers use to connect with all the above, for all the above reasons!!!<br />Travel Press/Media use it for research, detect trends and share news online<br />From Supplier to Traveler – social media in the travel industry<br />
  8. 8. P. 8<br />NBTA Europe / 3 February 2011<br />Mid-size companies lead use of social media to support business travel management around the globe<br />No, we do NOT use social media<br />Yes, we do use social media<br />
  9. 9. AirPlus in Social Media <br />P. 9<br />NBTA Europe / 3 February 2011<br />Own online blogging community<br />Facebook page:<br />Twitter sites:,, etc….<br />YouTube page:<br />Linkedin page:<br />XING page:<br />Case Study: AirPlus<br />
  10. 10. The Social Media Prism<br />Content<br />Conversation<br />Relationship<br />Experience<br />Source: Insights Consulting Study, 2010<br />P. 10<br />NBTA Europe / 3 February 2011<br />
  11. 11. P. 11<br />NBTA Europe / 3 February 2011<br />Social Media is evolving and changing the way we communicate and conduct business. It’s benefits are external, internal and beyondour imaginations.<br />What we lose in control – we gain in transparency!<br />
  12. 12. P. 12<br />NBTA Europe / 3 February 2011<br />If Facebook were a country, it would be the third most populated in the world!<br />Only China & India are more populated.<br />
  13. 13. Facebook reach/usage by country<br />Today, Facebook is available in a total of 70 different languages & has over 500 million active users. (Source: Facebook)<br />There are more than 100 million active users currently accessing Facebook through their mobile devices. (Source: Facebook)<br />Source: The Next Web Study April 2010<br />P. 13<br />NBTA Europe / 3 February 2011<br />
  14. 14. Why Facebook?<br />P. 14<br />NBTA Europe / 3 February 2011<br />Utilize pictures of staff and events to show your company culture<br />Highlight CRS activities to show your company philosophy<br />Share research and knowledge – link to additional resources<br />Promote upcoming events to gain attention and attendance<br />Highlight partner activities to enhance relationships<br />Promote industry news, blog & comment to show your company as a thought-leader or with an opinion<br />Provide a place for employees to feel connected online – internal facebook relations provide a global virtual forum for staff<br />Project a human element to your company:<br />
  15. 15. P. 15<br />NBTA Europe / 3 February 2011<br />
  16. 16. YouTube statistics<br />P. 16<br />NBTA Europe / 3 February 2011<br />YouTube uses the same amount of bandwidth as the entire Internet used in 2000<br />YouTube receives more than2 billion viewers per day<br />YouTube is available in 19 countries and 12 languages<br />Music videos account for 20% of uploads<br />Half of YouTube’s users are under 20 years old<br />You would need to live for around 1,000 years to watch all the videos currently on YouTube<br />Source: YouTube<br />
  17. 17. Why YouTube?<br />P. 17<br />NBTA Europe / 3 February 2011<br />Customer testimonials are quite effective in video<br />Video blogs from your executives on:<br />the company activities/events<br />company financial results<br />industry topics<br />Marketing campaigns can go viral like never before<br />User tips/guides to your products – showcase products and tips for best in class use<br />Highlight events and philanthropic activities in an inspiring way<br />Some of us are more visual learners – seeing is believing:<br />
  18. 18. P. 18<br />NBTA Europe / 3 February 2011<br />50 MILLION.<br />The number of tweets per day on Twitter.<br />That’s approx. 600 tweets per second!<br />Source: Twitter<br />
  19. 19. A few Twitter Stats<br />P. 19<br />NBTA Europe / 3 February 2011<br />Over 60% of Twitter use is outside the U.S.<br />Twitter gets more than 300,000 new users every day<br />There are currently 110 million usersof Twitter’s services<br />Twitter receives 180 million unique visitseach month<br />There are more than 600 million searches on Twitter every day<br />There are more than 50,000 third-party appsfor Twitter<br />More than a third of users access Twitter via their mobile phone<br />Source: Twitter<br />
  20. 20. Why Twitter?<br />P. 20<br />NBTA Europe / 3 February 2011<br />Detect industry trends and take polls/surveys in real-time<br />Disseminate insightful information quickly and effectively<br />Straight to the point, 140 characters only means no need/nor room for unnecessary fluff or advertising spin<br />Share knowledge readily with customer, partners, press and industry<br />Glean and pass along other interesting industry news to show depth<br />Promotion of partner activities for greater relations<br />Terrific for customer service – make contact with end-user (not often possible in B2B environment)<br />Fast, efficient, economical and viral:<br />
  21. 21. “More people comment directly to me about my tweets than any about e-mail I’ve ever sent.”<br /><ul><li> Patrick Diemer</li></ul>AirPlus International Managing Director<br /><br />P. 21<br />NBTA Europe / 3 February 2011<br />
  22. 22. P. 22<br />NBTA Europe / 3 February 2011<br />
  23. 23. LinkedIn? <br />90M+ members in over 200 countries<br />+3M new members per month = 1+ new member per second<br />CAN: 4%<br />EU: 22%<br />IND: 8%<br />USA: 52%<br />BRZ:2%<br />AUS: 2%<br />Source: LinkedIn<br />P. 23<br />NBTA Europe / 3 February 2011<br />
  24. 24. LinkedIn Stats<br />P. 24<br />NBTA Europe / 3 February 2011<br />Executives from all Fortune 500 companies are on LinkedIn<br />LinkedIn receives almost 12 million unique visitors per day<br />LinkedIn is available in six native languages – English, German, French, Italian, Portuguese and Spanish<br />80% of companies also use LinkedIn as a recruitment tool - Oracle’s CFO, Jeff Epstein, was headhunted for the position via his LinkedIn profile<br />Source: LinkedIn<br />
  25. 25. P. 25<br />NBTA Europe / 3 February 2011<br />
  26. 26. Search for “Corporate Travel Manager” yields 161,824!<br />P. 26<br />NBTA Europe / 3 February 2011<br />
  27. 27. Join the NBTA Europe Group!<br />P. 27<br />NBTA Europe / 3 February 2011<br />
  28. 28. Why LinkedIn?<br />P. 28<br />NBTA Europe / 3 February 2011<br />Build old-fashioned rolodex in new way<br />Build trust and rapport<br />Excellent for qualifying a candidate/recruiting<br />Share research & glean knowledge through groups of like-minded individuals<br />Gain insights into:<br />Connections<br />Partners<br />Competitors <br />Staff<br />Networking supplement to the face-to-face events:<br />
  29. 29. Social MEdia<br />Share your personality, NOT your personal information!<br />Share your company’s philosophy, NOT proprietary information!<br />P. 29<br />NBTA Europe / 3 February 2011<br />
  30. 30. Suggestions for Twitter, LinkedIn & Facebook include:<br />Links to interesting online articles, other industry resources <br />Observationson travel industry trends & pain points for business travelers<br />Share your personality & always be genuine-a fraud is easy to spot online!<br />Ask questions, answer questions – share your expertise & knowledge!<br />Invitations to events & activities where you/your company will be present<br />Share your promotional activities, online contests, employee recognition<br />Highlight your CSR efforts<br />Link to your partner’s social media pages when they post something valuable<br />Ideas for posts on Social Media platforms<br />P. 30<br />NBTA Europe / 3 February 2011<br />
  31. 31. What’s next? (in my opinion)<br /><ul><li>Mobile technology will be the most influential – most users log-in twice a dayusing smartphones, blackberries, iPhones to do so
  32. 32. Only 11% of teenagers e-mail today - they prefer social media platforms and SMSing/texting
  33. 33. Even further personalization toward your preferences making it all about convenience and trust!Personal recommendations will be key.
  34. 34. User apps bring more efficiency making it all about the NOW!
  35. 35. Better leveraging of web technology – webinars, skype, teleconferencing, virtual tradeshows
  36. 36. Enhanced security measures, many new laws & rules of engagement</li></ul>Source: Insights Consulting Study, 2010<br />
  37. 37. “Our benefit package is that we don’t block Facebook.”<br />P. 32<br />NBTA Europe / 3 February 2011<br />
  38. 38. Many thanks & let’s connect online!<br />Rana Walker<br />AirPlusInternational, Inc.<br /><br /><br /><br /><br /><br /><br />P. 33<br />NBTA Europe / 3 February 2011<br />