BlogWell New York Social Media Case Study: Sabre Holdings, presented by Susan Via and Lorie Robinson
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In their BlogWell New York presentation, Sabre Holdings' Manager Community Marketing and Engagement, Susan Via & Product Marketing Manager, Lorie Robinson, share how they are motivating employees to engage with airline customers through various on- and off-line channels.
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BlogWell New York Social Media Case Study: Sabre Holdings, presented by Susan Via and Lorie Robinson
- 1. Confidential 1
- 2. Sabre Holdings: The Great Community Race 29 March 2011 Confidential
- 3. Elements Of Our Community Confidential 3
- 4. Unique Online Community Channels Confidential 4
- 5. Engaging Employees: How to Move the Needle Goal: Increase employee engagement to improve customer experience Challenge: How can we motivate busy employees to participate? Confidential 5
- 6. The Great Community Race How It Worked: • Assign 6 tasks each month • Do minimum of 3 tasks to get points • Post completed tasks online • Judges award points • Bonus points available for exceptional work or effort • Winner named at annual sales meeting Confidential 6
- 7. AIR-RIVALS Task Examples • Develop an engagement roadmap for 2011Q1 • Post two blogs on the Hub • Conduct an online live chat session with customers • Create a survey to poll customers on a topic of interest • Confirm all business documents use branded templates Confidential 7
- 8. Posting Progress on the Flight Blog Confidential 8
- 9. Highest Flyers Flying Ace Award Highest cumulative score over the 3- month contest (tie) Winning Control Tower Product suite with the highest average score Judges Award Team with very high score and consistent approach to community Squadron Certificates Teams new to community and showcasing positive behaviors Confidential 9
- 10. Measuring Success Hard Numbers: • 23 teams fully engaged Overall, success! • 3,090 Portal content items published, created or modified (up 199% over prior 3 months) • Average blogs/month up 575% • Portal accts increased 7% • Hub accounts increased 9% Intangibles: • Teams more confident in using community channels • Content quality increased, improved Confidential 10
- 11. Lessons Learned A little fun goes a long way An exciting theme tied to our brand got everyone involved Executive involvement is key Visibility of completed work and executive support made teams competitive Teams liked being told what to do & given tools to do it Assigned tasks and templates meant less analysis, more execution We should have done this earlier Earlier in our efforts, and earlier in the year It’s not a one-for-one return Just because we engage more, doesn’t mean customers will Confidential 11
- 12. Next Steps Implement community certification program Similar to the Great Race, but lasts 12 months and is renewable annually. Less about competition and more on building what the teams have started. Strengthen our community interaction Evaluate methods – similar to the Great Race – to increase Sales’ understanding and participation Develop detailed external social media plan Decide how to best use Facebook, Twitter, LinkedIn, YouTube, for our business. Implement guidelines and develop training for teams. Confidential 12
- 13. For More Information Susan Via Manager, Community Marketing and Engagement Sabre Airline Solutions susan.via@sabre.com Lorie Robinson Product Manager, Sabre Community Portal Sabre Airline Solutions lorie.robinson@sabre.com Sabre Airline Solutions, the Sabre Airline Solutions logo, Sabre Holdings and Sabre are trademarks and/or service marks of an affiliate of Sabre Holdings Corp. © 2011 Sabre Inc. All rights reserved. Confidential 13
- 14. Confidential 14