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Social Media Presentation in English to the Marketing Club of Frankfurt, Germany on AirPlus, Social Media and B2B
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WHAT TRAVEL PAYMENT IS ALL ABOUT.
Social Media, B2B & AirPlus
15 February 2011 / Marketing Club of Frankfurt
P. 1Marketing Club Frankfurt / 15 February 2011
By: Rana Walker / US Comms & Marketing / AirPlus International, Inc.
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
Disclaimer:
P. 2Marketing Club Frankfurt / 15 February 2011
Dieser Vortrag wird auf Englisch gehalten-
I only speak Americano!
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
The Social Media phenomenom
P. 3Marketing Club Frankfurt / 15 February 2011
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
Teens today do not know life without the Internet or mobile phones
P. 4Marketing Club Frankfurt / 15 February 2011
96% of Millennials have joined a social media platform (Source: socialenomics.com)
Only 11% of teenagers today use e-mail – they SMS/text & use social
media instead (Source: Insights Consulting Study, 2010)
In Q4 2010, more smart phones were shipped than PCs – a jump 87%
year-over-year and a historical first (Source: Associated Press, Feb. 2011)
Social media connections build your sphere of trusted influence – the most
important factor for buying decisions in the future!
New technologies provide virtual, robust info accessible in real-time:
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. P. 5Marketing Club Frankfurt / 15 February 2011
Social Media Prism
Content
ConversationExperience
Relationship
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. P. 6Marketing Club Frankfurt / 15 February 2011
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. P. 7Marketing Club Frankfurt / 15 February 2011
Social Media Sites where B2B & B2C Manage Profiles
80% of B2B companies in the US use Social
Media more now than only 2 years ago
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
B2B Marketing in Social Media
P. 8Marketing Club Frankfurt / 15 February 2011
B2B companies are ahead of B2Cs in social media adoption (Source: Business.com –
B2B Social Media Benchmarking)
81% of B2B companies maintain company-related accounts or profiles on
social media sites versus 67% of B2C
75% of B2Bs participate in micro-blogging (eg. Twitter) vs. 49% of B2Cs
Use of social media by B2B companies is validated by B2B buyer
perspectives (Source: Cone Inc – Social Media in Business)
93% of business buyers believe all companies should have a presence in
social media
85% believe companies should not just present information via social media,
but use it to interact and become more engaged with them
Great statistics for every B2B marketer:
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
B2B Marketing in Social Media
P. 9Marketing Club Frankfurt / 15 February 2011
Top 4 applications for the use of social media for B2B marketers are:
Thought leadership (59.8%)
Lead generation (48.9%)
Customer feedback (45.7%)
Advertising (34.7%)
Two thirds of B2B marketers believe that online must be complemented by
traditional marketing activities. (Source: Social Media B2B)
More statistics for B2B marketing:
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. P. 10Marketing Club Frankfurt / 15 February 2011
Corporate Travel & Social Media- The Wire…from AirPlus
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. P. 11Marketing Club Frankfurt / 15 February 2011
Social Media is not simply fun and games - it’s smart business!
Two-sided
conversations bring
insight, clarity &
understanding
Web 2.0 platforms
allow for better
collaboration &
knowledge-sharing
Receive customer feedback without delay …and before it’s too late!
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
“Please come to HQ and share your
expertise & enthusiasm for Social Media
– but don’t expect to change the world.”
- A former AirPlus Exec. Director of Global Marketing to Me
P. 12Marketing Club Frankfurt / 15 February 2011
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. P. 13
Social Media is Global!
Source: The Next Web Study June 2010
Internet users leveraging Social Media by country in %
Marketing Club Frankfurt / 15 February 2011
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
Mapping the Social Internet– Harvard Business Review, July-Aug. 2010
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. P. 15Marketing Club Frankfurt / 15 February 2011
Social Media is evolving and
changing the way we communicate
and conduct business. It’s benefits
are external, internal and beyond
our imaginations.
What we lose in control – we gain in
transparency!
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. P. 16Marketing Club Frankfurt / 15 February 2011
The rise of Social Media advertising worldwide:
Half of the world’s social networking
advertising budgets are on Facebook!
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. P. 17Marketing Club Frankfurt / 15 February 2011
If Facebook
were a country,
it would be the
3rd most
populated
in the
world!
Only China & India
are more populated.
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. P. 18Marketing Club Frankfurt / 15 February 2011
End of 2010:
585 Million
A growth of +74%
Beginning 2010:
337
Million
Facebook Profiles
Source: Facebook
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. P. 19Marketing Club Frankfurt / 15 February 2011
0 100 200
Canada
India
Italy
Mexico
Philippines
France
Turkey
UK
Indonesia
USA
In Millions of Active Users
Top 10 Countries on Facebook
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
Facebook in Germany
P. 20Marketing Club Frankfurt / 15 February 2011
Source: Facebookmarketing.de / Jan 2011
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. P. 21Marketing Club Frankfurt / 15 February 2011
Facebookmarketing.de / Jan 2011
Top 5 Cities in
Germany:
1. Berlin
2. München
3. Hamburg
4. Köln
5. Frankfurt
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
Why Facebook?
P. 22Marketing Club Frankfurt / 15 February 2011
Utilize pictures of staff and events to show your company culture
Highlight CRS activities to show your company philosophy
Share research and knowledge – link to additional resources
Promote upcoming events to gain attention and attendance
Highlight partner activities to enhance relationships
Promote industry news, blog & comment to show your company as a
thought-leader or with an opinion
Provide a place for employees to feel connected online. Inter-company
relations provide a global virtual forum for staff
Utilize security settings to vary your communications to specific groups
Project a more human face to your company to 585+ million users:
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. P. 23Marketing Club Frankfurt / 15 February 2011
Marketing Club Frankfurt - Your Facebook group!
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. P. 24Marketing Club Frankfurt / 15 February 2011
The amount of video uploaded
to YouTube every minute!
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
YouTube statistics
P. 25Marketing Club Frankfurt / 15 February 2011
Today, YouTube alone uses the same amount of bandwidth as the entire
Internet used in year 2000
YouTube receives more than 2 billion viewers per day
YouTube is available in 19 countries and 12 languages
Half of YouTube’s users are 20 years old or younger - (the future generation)
You would need to live for approx. 1,000 years to watch all the videos currently
on YouTube
Source: YouTube
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
Why YouTube?
P. 26Marketing Club Frankfurt / 15 February 2011
Customer testimonials are quite effective in video
Video blogs from your executives on:
the company activities/events
company financial results
industry topics
User tips/guides to your products – showcase products and tips for best in
class use
Highlight events and philanthropic activities in an inspiring way
Marketing campaigns can go viral & obtain reach like never before
For the visual learners – seeing is believing:
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. P. 27Marketing Club Frankfurt / 15 February 2011
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
One YouTube example: Virgin Atlantic airline
P. 28Marketing Club Frankfurt / 15 February 2011
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. P. 29Marketing Club Frankfurt / 15 February 2011
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
USA: 52%
CAN: 4%
BRZ:2%
EU: 22%
IND: 8%
AUS: 2%
90M+ members in over 200 countries
Source: LinkedIn
LinkedIn Worldwide
P. 30Marketing Club Frankfurt / 15 February 2011
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
LinkedIn Stats
P. 31Marketing Club Frankfurt / 15 February 2011
Management-level executives from all Fortune 500 companies have a
profile on LinkedIn
LinkedIn receives almost 12 million unique visitors per day
+3M new members per month = over 1 new member per second
LinkedIn is available in 6 native languages – English, German, French,
Italian, Portuguese and Spanish
80% of companies also use LinkedIn as a recruitment tool - Oracle’s
CFO, Jeff Epstein, was headhunted for the position via his LinkedIn profile
Source: LinkedIn
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. P. 32Marketing Club Frankfurt / 15 February 2011
LinkedIn Pages
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. P. 33Marketing Club Frankfurt / 15 February 2011
LinkedIn Groups
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
Why LinkedIn?
P. 34Marketing Club Frankfurt / 15 February 2011
Keep track of contacts throughout their career & job moves
Build trust and rapport – therefore, influence for you & your company
Excellent for recruiting/qualifying a candidate
Share research, take polls and glean knowledge
Join Groups for collaboration with your industry’s like-minded individuals –
share your knowledge and ask for others’ input
Gain transparency through insights into connections, partners,
competitors, staff
Professional networking platform to supplement to the face-to-face events:
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. P. 35Marketing Club Frankfurt / 15 February 2011
That’s approx. 600 tweets per second!
50 MILLION.The number of tweets per day on Twitter.
Source: Twitter
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
A few Twitter Stats
P. 36Marketing Club Frankfurt / 15 February 2011
Over 60% of Twitter use is outside the U.S.
Twitter has more than 300,000 new users join every day
There are currently over 110 million users of Twitter’s services
Twitter receives 180 million unique visits each month
There are more than 600 million searches on Twitter every day
There are more than 50,000 third-party apps for Twitter
More than a third of users access Twitter via their mobile phone
Source: Twitter
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. P. 37
The World Cup 2010 – the largest sustained activity for an event in Twitter history!
During the final, tweets from 172 countries and in 27 different languages!
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
Why Twitter?
P. 38Marketing Club Frankfurt / 15 February 2011
Straight to the point, 140 characters only means no need/nor room for
unnecessary fluff or advertising spin
Detect industry trends and take polls/surveys in real-time
Terrific for customer service – make contact with end-user (not often
possible in B2B environment)
Disseminate insightful information quickly and effectively
Share knowledge readily – while it’s still relevant
Glean and pass along other interesting industry news to show depth
Promotion of partner activities for enhanced relationships
Fast, efficient, economical and viral:
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. P. 39Marketing Club Frankfurt / 15 February 2011
An example of media interaction on Twitter
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
Examples of partner and industry interactions
P. 40Marketing Club Frankfurt / 15 February 2011
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. P. 41Marketing Club Frankfurt / 15 February 2011
Others will promote your events!
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
Recruitment & staff interaction!
P. 42Marketing Club Frankfurt / 15 February 2011
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. P. 43Marketing Club Frankfurt / 15 February 2011
Allow your staff to be your
online brand ambassadors!
Establish social media guidelines
& teach them how to share your
already published public information!
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. P. 44Marketing Club Frankfurt / 15 February 2011
Staff promotion through Facebook!
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. P. 45Marketing Club Frankfurt / 15 February 2011
Staff promotion through LinkedIn!
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. P. 46Marketing Club Frankfurt / 15 February 2011
Staff promotion through Twitter!
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. P. 47Marketing Club Frankfurt / 15 February 2011
AirPlus and Social Media
Global
Innovative
Customer-oriented
A thought-leader keen to
share knowledge
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
Own online blogging community www.airpluscommunity.com
Facebook page: www.facebook.com/airplusinternational
Twitter sites: www.twitter.com/airplus, www.twitter.com/DE_airplus, etc….
YouTube page: www.youtube.com/airplusintl
Linkedin page: www.linkedin.com/company/airplus
XING page: www.xing.com/net/airplus
Case Study: AirPlus
AirPlus in Social Media
P. 48Marketing Club Frankfurt / 15 February 2011
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. P. 49Marketing Club Frankfurt / 15 February 2011
The Wire…from AirPlus
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
Social Commitment & Online Gaming
P. 50Marketing Club Frankfurt / 15 February 2011
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. S. 51Marketing Club Frankfurt / 15 February 2011
Our Whitepapers & Customer Magazines read on iPads, iPods, eBooks and smartphones
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
AirPlus keys to success with Social Media –Today and in the Future
P. 52Marketing Club Frankfurt / 15 February 2011
Upper Management support – Every top tier
executive is on at least one social media
platform
Internal buy-in across various departments &
nations for better internal collaboration
Using Strategy with an open mind and
innovative spirit
Calculating qualitative and quantitative ROI
Share knowledge with the business travel
industry to foster greater online
conversations & exchange
Utilizing SEO techniques, Google ad words
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. P. 53Marketing Club Frankfurt / 15 February 2011
Sample areas of future AirPlus Social Media
growth:
Global & regional Marketing – “Glocal”
Global Sales of all segments
Customer Service & Sales Support
HR - Recruiting / Retention / Trainings
Research/Business Development
IT
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
Tweetdeck – track & update all sites in one place
P. 54Marketing Club Frankfurt / 15 February 2011
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. P. 55Marketing Club Frankfurt / 15 February 2011
Ignoring it won’t make it go away….
If we want to know what’s ahead (future) –
we must watch the generation behind us.
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. P. 56Marketing Club Frankfurt / 15 February 2011
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
Future Themes for Social Media
P. 57Marketing Club Frankfurt / 15 February 2011
Mobile technology & development of
apps will continue at time-warp speed
Location-based marketing gains
traction
Increased “personalization” & the
“one log-in” concept
“Trusted” networking gains importance
Web-conferencing & telepresence
technology will improve & advance
More Security, new laws & regulations
will bring clarity
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
Social MEdia
Share your personality, NOT your
personal information!
Share your company’s philosophy,
NOT proprietary information!
P. 58Marketing Club Frankfurt / 15 February 2011
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
Links to interesting online articles, other industry resources
Observations on travel industry trends & pain points for business travelers
Share your personality & always be genuine- a fraud is easy to spot online!
Ask questions, answer questions – share your expertise & knowledge!
Invitations to events & activities where you/your company will be present
Share your promotional activities, online contests, employee recognition
Highlight your CSR efforts
Link to your partner’s social media pages when they post something valuable
Suggestions for Twitter, LinkedIn & Facebook include:
Ideas for posts on Social Media platforms
P. 59Marketing Club Frankfurt / 15 February 2011
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
Many thanks & let’s connect!
Rana Walker
AirPlus International, Inc.
www.linkedin.com/in/ranawalker
P. 60