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PBTA Presentation


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Social Media in Business Travel Presentation to the PBTA

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PBTA Presentation

  1. 1. Social Media in Corporate Travel <br />Tweet, follow, friend & connect!<br />By Rana Walker / AirPlus International / October 20, 2010<br />P. 1<br />Social Media ISM Presentation<br />
  2. 2. Social media platforms are also commonly referred to as Web 2.0<br />Past (1.0): talking, selling, marketing<br />Now (2.0): listening, sharing, participating <br />P. 2<br />A viral & inter-connected network that:<br /><ul><li> Removes barriers
  3. 3. Is a channel for meaningful quality interactions
  4. 4. Occurs virtually and in real-time</li></ul>What is Social Media?<br />
  5. 5. The Social Media Prism<br />Content<br />Conversation<br />Relationship<br />Experience<br />Source: Insights Consulting Study, 2010<br />
  6. 6. Research such as whitepapers & case studies<br />Statistics and data useful to detect market trends and hot topics<br />Share expertise and insights in real-time yielding better decisions/results<br />We use these channels to connect with:<br />Customers and Potential Customers<br />Partners<br />Other Industry colleagues/industry associations<br />The Media<br />…and often overlooked – but very important – to connect Internally!<br />Companies utilize Social Media to bring relevant content to the industry:<br />P. 4<br />Examples of use of Social Media channels in Corp. Travel<br />
  7. 7. The conversation is occurring whether you are listening…or not!<br />Your staff is talking – hear them, anticipate needs, solve problems and find efficiencies in advance!<br />You have a voice! Know what your partners/suppliers are up to in real-time! Share knowledge, increase communication & collaborate in cooperation<br />Use as a supplement to the face-to-face meetings/ industry events<br />Conduct real-time analysis <br />Keep updated on trending topics within the industry<br />Raise your internal profile with knowledge sharing – know where to glean the knowledge and how to share it openly with success<br />Awareness – know what is being said about your company online. This could possibly aid other departments (example: customer service or marketing)<br />P. 5<br />Why a Corporate Travel Manager should care<br />
  8. 8. Enhance the corporate travel experience and comfort level with better knowledge<br />Enable Travelers to control travel expenses with real-time mobile information<br />Gather feedback in real-time<br />Manage crisis situations efficiently, effectively & safely<br />Allow you to feel the pulse of how your travel program is working<br />Uncover a trusted source of information to validate corporate travel policies …or drive new ones!<br />Potentially promote behavioral changes and gain greater policy adherence<br />Reward travelers to encourage participation within policy<br />Share experiences to promote knowledge and growth<br />P. 6<br />Social media helps a Corporate Travel Manager to:<br />
  9. 9. “Rana, please come to HQ and share your expertise & enthusiasm for Social Media <br />– but don’t expect to change the world.”<br />- Executive VP, Global Marketing for AirPlusInternational<br />P. 7<br />
  10. 10. P. 8<br />Social Media is Global! <br />Percent of Internet users utilizing Social Media by country<br />Source: The Next Web Study June 2010<br />
  11. 11. Mapping the Social Internet– Harvard Business Review July-August 2010<br />
  12. 12. “I can’t lunch with my global colleagues, meet for a coffee & chat, pass someone in the hallway or build a rapport as easily from a home office 9 hours away from HQ. <br />But social media provides me with an additional opportunity to connect!”<br />- CJ Bolander (AirPlus Account Manager)<br />P. 10<br />
  13. 13. Our discussion today covers the following social media platforms:<br /><ul><li>Linkedin
  14. 14. Facebook
  15. 15. Twitter
  16. 16. Communities and Blogs
  17. 17. YouTube</li></ul>P. 11<br />
  18. 18. P. 12<br />Linkedin Profile Creation – Getting Started with Linkedin<br /><br />
  19. 19. P. 13<br />Linkedin- a profile page is more than a resume! <br />Update your status with useful info and comment!<br />List your website, twitter or blog<br />Share presentations via slideshare<br />
  20. 20. Linkedin search “Corporate Travel Manager”: 144,773<br />Filter your selections further today by not only location, relationship, industry, but also groups, company, experience, etc…<br />
  21. 21. P. 15<br />Filtering the search to the “Greater Pittsburgh Area”: 527<br />
  22. 22. P. 16<br />Get connected on Linkedin by importing contacts, using suggestions, and asking to be introduced<br />
  23. 23. P. 17<br />Know your connection opportunities - Network Statistics<br />
  24. 24. P. 18<br />ACTE group – connect and network beyond the national conference & regional events with 2,428 members!<br />
  25. 25. P. 19<br />NBTA Group – another opportunity to connect with like-minded industry colleagues: 2,746 members & growing<br />
  26. 26. P. 20<br />PBTA’s Linkedin Group page<br />
  27. 27. P. 21<br />“Company” profile on Linkedin – research a company for news, stats and follow your partners!<br />
  28. 28. P. 22<br />
  29. 29. 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 />Source: The Next Web Study April 2010<br />
  30. 30. If Facebook were a country – it would replace USA as the 3rd largest population in the world!<br />- Source<br />P. 24<br />
  31. 31. P. 25<br />Facebook- an increasingly hybrid platform for personal & professional users today! <br />
  32. 32. P. 26<br />Create “Lists” (grouping colleagues and/or friends separately) to control who sees what!<br />
  33. 33. P. 27<br />Facebook Privacy Settings – Customize at your comfort level!<br />
  34. 34. P. 28<br />Facebook privacy features allows you to double check what you are showing to whom<br />View exactly how your profile looks to the public – you decide!<br />Check your privacy settings for a specific person by typing in their name into this box. You will see what they see!<br />
  35. 35. P. 29<br />Facebook continues to evolve - “Fan” vs. “Like” and enhancing personalization <br />
  36. 36. P. 30<br />Industry suppliers have both Regional & Global pages for promotions, newsletters, awards, sales & incentives!<br />
  37. 37. P. 31<br />Highlight CSR activities & philanthropic efforts!<br />
  38. 38. P. 32<br />“Your last tweet?”<br />
  39. 39. “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. 33<br />
  40. 40. P. 34<br />Dissection of a typical Twitter page<br />Follow, be followed and get listed!<br />Launch of new products & features & solicit feedback<br />Make lists (grouping those you follow together) & follow other’s already pre-made lists<br />Share timely news articles & videos<br />Converse with staff<br />Re-tweet company leaders<br />
  41. 41. P. 35<br />Airlines on Facebook & Twitter-For customer service, contests, service updates!<br />
  42. 42. P. 36<br />Hotel chains also get into the social media action!<br />
  43. 43. Twitter pages in local languages are becoming more important than ever!<br />
  44. 44. P. 38<br />The World Cup 2010 – the largest sustained activity for an event in Twitter history! <br />During the final, tweets from 172 countries and in 27 different languages!<br />Today, there are approximately 50 million tweets per day - an average of 600 tweets per second!<br />
  45. 45. P. 39<br />
  46. 46. P. 40<br />Community sites are another great space to connect for news, opinions and to leave your own comments too!<br />
  47. 47. P. 41<br />Industry Blogs are a great way to gain insights, reinforce partnerships and share opinions!<br />
  48. 48. P. 42<br />Utilize online industry resources-Find valuable research/whitepapers available for FREE!<br />
  49. 49. P. 43<br />Free ideas to gain insights on your company, partners, customers and potential customers and competitors!<br />
  50. 50. P. 44<br />Tweet Deck – a free app to monitor Twitter, Linkedin, Facebook, etc… from one central control panel with ease<br />
  51. 51. YouTube – for the more visual learners & communicators<br />
  52. 52. P. 46<br />Airline YouTube pages allow you a video insight into their products and promotions<br />
  53. 53. Social MEdia<br />Share your personality, NOT your personal information!<br />P. 47<br />
  54. 54. Suggestions for Twitter, Linkedin & Facebook include:<br />Links to interesting online articles, other industry resources <br />Observations on 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 />P. 48<br />Ideas for posts on Social Media platforms<br />
  55. 55. Develop a good understanding of the privacy settings and how the platforms work<br />Think before your write! And use common sense - don’t put in writing what you don’t want others to know & Proprietary information should never be shared!<br />What you share is public to those you allow to see it – and they could potentially share it with their friends by another means of communication<br />Show respect for yourself and others at all times<br />Know your company’s social media guidelines!<br />Keep in mind the following:<br />P. 49<br />Avoid Social Media faux paus<br />
  56. 56. What’s next? (in my opinion)<br /><ul><li>Mobile technology will be the most influential – most users log-in twice a day using smartphones, blackberries, iPhones to do so!
  57. 57. Even further personalization toward your preferences making it all about convenience and trust!Recommendations will be key.
  58. 58. User apps bring more efficiency making it all about the NOW
  59. 59. Better leveraging of web technology – webinars, skype, teleconferencing, virtual tradeshows
  60. 60. Only 11% of teenagers e-mail today - they prefer social media platforms and SMSing/texting
  61. 61. Enhanced security measures, many new laws & rules of engagement</li></ul>-Source: Insights Consulting Study, 2010<br />
  62. 62. P. 51<br />
  63. 63. Thank You!<br />Visit!<br />Follow!<br />Join!<br />Like!<br />Connect!<br />P. 52<br />Social Media ISM Presentation<br />
  64. 64. Backup slides<br />P. 53<br />Social Media ISM Presentation<br />
  65. 65. Define your goals for participation and create a baseline for growth analysis<br /> Determine the networks/platforms that meet your goals. Evaluate other’s pages that you like to watch and emulate<br /> Know your company’s social media policy so that you understand the guidelines for engagement <br />Dip your toe in – get online & build a profile, even if you just “listen” at first<br />Manage Expectations!!! Yours & your colleagues<br /> Promote your presence – don’t wait for something to happen! The Golden Rule for social media is that you GET as much as you GIVE!<br />Six tips to get started:<br />P. 54<br />Making Social Media work for you!<br />
  66. 66. P. 55<br />2010 Social Media “map” <br />
  67. 67. P. 56<br />View the Events page to see which events your connections are attending – and add your own Events!<br />