Confidential   1
Sabre Holdings:The Great Community Race                  29 March 2011                        Confidential
Elements Of Our Community                            Confidential   3
Unique Online Community Channels                                   Confidential   4
Engaging Employees: How to Move the NeedleGoal:Increase employeeengagement toimprove customerexperienceChallenge:How can w...
The Great Community RaceHow It Worked:• Assign 6 tasks each month• Do minimum of 3 tasks to get  points• Post completed ta...
AIR-RIVALS Task Examples•   Develop an engagement roadmap for 2011Q1•   Post two blogs on the Hub•   Conduct an online liv...
Posting Progress on the Flight Blog                                      Confidential   8
Highest FlyersFlying Ace AwardHighest cumulative score over the 3-month contest (tie)Winning Control TowerProduct suite wi...
Measuring Success                        Hard Numbers:                        • 23 teams fully engaged    Overall, success...
Lessons Learned A little fun goes a long way An exciting theme tied to our brand got everyone involved Executive involveme...
Next StepsImplement community certification programSimilar to the Great Race, but lasts 12 months and is renewable annuall...
For More Information  Susan Via  Manager, Community Marketing and Engagement  Sabre Airline Solutions  susan.via@sabre.com...
Confidential   14
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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. 1. Confidential 1
  2. 2. Sabre Holdings:The Great Community Race 29 March 2011 Confidential
  3. 3. Elements Of Our Community Confidential 3
  4. 4. Unique Online Community Channels Confidential 4
  5. 5. Engaging Employees: How to Move the NeedleGoal:Increase employeeengagement toimprove customerexperienceChallenge:How can we motivatebusy employees toparticipate? Confidential 5
  6. 6. The Great Community RaceHow 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. 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. 8. Posting Progress on the Flight Blog Confidential 8
  9. 9. Highest FlyersFlying Ace AwardHighest cumulative score over the 3-month contest (tie)Winning Control TowerProduct suite with the highest averagescoreJudges AwardTeam with very high score and consistentapproach to communitySquadron CertificatesTeams new to community andshowcasing positive behaviors Confidential 9
  10. 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. 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. 12. Next StepsImplement community certification programSimilar 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 interactionEvaluate methods – similar to the Great Race – to increase Sales’ understandingand participationDevelop detailed external social media planDecide how to best use Facebook, Twitter, LinkedIn, YouTube, for our business.Implement guidelines and develop training for teams. Confidential 12
  13. 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. 14. Confidential 14

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