Shifting your Client Advisory Board To An Advocacy Program

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The document discusses Egencia's shift from an advisory board program called Egencia Connect to an advocacy program. Egencia Connect previously had 73 members who provided feedback through monthly calls and annual in-person events. The new advocacy program will leverage an influencer platform to better control discussions, organize product wish lists, share information quickly with clients, and adapt to growth. The advocacy program aims to improve engagement and collaboration beyond email by creating different user groups and a potential advertising channel.

Kelsie Swenson
Marketing Manager, Egencia
Shifting from a Client Advisory Board to an
Advocacy Program

Overview
• Egencia: Who are we?
• Egencia Connect
• Business Case
• Where to go now?
2

Egencia
• Business travel for the
Expedia generation
• 65+ location worldwide
• B2B travel solution:
• Travelers (similar to B2C)
• Travel managers
• Arrangers
• Executives
3

Egencia Connect (Advisory Board)
• 73 Members
• Nominated by Account Manager
• Attend monthly calls
• Join in person for 2 events
annually
• Weekly/Daily dialogue
4

5
Education Networking

6
Get more
from
our advocates
Control the
discussion
Organize
product wish
lists
Share
information
quickly with
clients
How it’s helped Egencia
Grow the
program and
continue to
provide value
Better pre-event
collaboration
ADVOCAMP2017_KSFINAL

7
More visibility
into product
wish list items
More proactive
communication
from Egencia
Segmented
discussions
A way to
collaborate
outside of the
inbox
How Influitive helped our customers
ADVOCAMP2017_KSFINAL
Did we mention
the points?

8
Different user
groups
Potential
advertising
channel
Leverage
Influitive for our
client referral
program
Scale globally
In the works
Adapt as we
grow!
ADVOCAMP2017_KSFINAL

Current State
9
Key Achievements:
• 95% retention rate
• 41 speakerships and media
interviews YTD
• 15 online reviews, raised
Trustpilot score from 3.3 to 4.9

3 Key TakeAways
• Listen instead of Tell
• Make experience about them
• No more handbook- improvise
as you go
USE AN IMAGE,
ICON(s), ANIMATED
GIF, VIDEO

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Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent? To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.

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ThinkNow 2024 Consumer Financial Wellness Report

ThinkNow 2024 Consumer Financial Wellness Report

AI has become an extremely useful tool that allows marketers to provide better customer experiences, make their marketing campaigns more effective, and generate much higher growth. This overview explains how AI is reshaping the future of digital marketing, leading to marketing that is more personalized and tailored to each individual, more efficient in reaching the right audiences, and driven by detailed data insights about consumer behaviour and preferences.

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The Rise of AI in Digital Marketing in 2024

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SAUDI ARABIA MARKET OVERVIEW-PARTICLE BOARD.docx.pdf

SAUDI ARABIA MARKET OVERVIEW-PARTICLE BOARD.docx.pdf

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Metropolis of Dreams metaverse virtual city

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Awesome Free Global Opportunity Online Mining Crypto Currency On Your Mobile...

Awesome Free Global Opportunity Online Mining Crypto Currency On Your Mobile...

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Digital Money Maker Club – von Gunnar Kessler digital.

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Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web. People search various questions, phrases or words. But some words and phrases are searched more often than others. For example, the words, ‘running shoes’ are searched more often than ‘best road running shoes for men’ These words or phrases which people use to search on Google are called Keywords. Some keywords are searched more often than others. Number of times a keyword is searched for in a month is called keyword volume. Some keywords have more relevant results than others. For the phrase “running shoes” we get more than 80M relevant results, whereas for “best road running shoes for men” we get only 8. The former keyword ‘running shoes’ has way more competition from popular websites to new and small blogs, whereas the latter keyword doesn’t have that much competition. This search competition for a keyword is called search difficulty of a keyword or keyword difficulty. In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition and if you target such keywords on your site, you can easily rank on the front page of Google. Some keywords are searched for, just to know or to learn some information about something, that’s their search intention. For example, “What shoe size should I choose?” or “How to pick the right shoe size?” These keywords which are searched just to know about stuff are called informational keywords. Typically people who are searching this type of keywords are top of a Conversion funnel. Conversion funnel is the journey that search visitors go through on their way to an email subscription or a premium subscription to the services you offer or a purchase of products you sell or recommend using your referral link. For some buyers, research is the most important part when they have to buy a product. Depending on that, their journey either widens or narrows down. These types of buyers are Researchers and they spend more time with informational keywords. Conversion is the action you want from your search visitors. Number of conversions that you get for every 100 search visitors is called Conversion rate. People who are at different stages of a conversion funnel use different types of keywords.

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Search Engine Marketing - Competitor and Keyword research

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Unlocking Success: The Leading SEO Reseller Services in India

Unlocking Success: The Leading SEO Reseller Services in India

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How to Run Landing Page Tests On and Off Paid Social Platforms

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Shifting your Client Advisory Board To An Advocacy Program

1. Kelsie Swenson Marketing Manager, Egencia Shifting from a Client Advisory Board to an Advocacy Program

2. Overview • Egencia: Who are we? • Egencia Connect • Business Case • Where to go now? 2

3. Egencia • Business travel for the Expedia generation • 65+ location worldwide • B2B travel solution: • Travelers (similar to B2C) • Travel managers • Arrangers • Executives 3

4. Egencia Connect (Advisory Board) • 73 Members • Nominated by Account Manager • Attend monthly calls • Join in person for 2 events annually • Weekly/Daily dialogue 4

5. 5 Education Networking

6. 6 Get more from our advocates Control the discussion Organize product wish lists Share information quickly with clients How it’s helped Egencia Grow the program and continue to provide value Better pre-event collaboration ADVOCAMP2017_KSFINAL

7. 7 More visibility into product wish list items More proactive communication from Egencia Segmented discussions A way to collaborate outside of the inbox How Influitive helped our customers ADVOCAMP2017_KSFINAL Did we mention the points?

8. 8 Different user groups Potential advertising channel Leverage Influitive for our client referral program Scale globally In the works Adapt as we grow! ADVOCAMP2017_KSFINAL

9. Current State 9 Key Achievements: • 95% retention rate • 41 speakerships and media interviews YTD • 15 online reviews, raised Trustpilot score from 3.3 to 4.9

10. 3 Key TakeAways • Listen instead of Tell • Make experience about them • No more handbook- improvise as you go USE AN IMAGE, ICON(s), ANIMATED GIF, VIDEO