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Presentation made to the NEBTA on the topic of social media in business travel - presentation notes are available upon request.
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WHAT TRAVEL PAYMENT IS ALL ABOUT.
Social Media in Business Travel
By Rana Walker, PR/Marketing for AirPlus International, Inc.
New England Business Travel Association - January 14, 2010
What's all the "twitter" about?
Agenda
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. P. 2
Definitions and Statistics1. What is Social Media?
Platforms such as Linkedin, Facebook and Twitter2. Sites relevant to our industry
How to network using social media in addition to these meetings3. Industry resources online
Measurements and free analysis4. Facts and the Future
Thank you!5. Q & A
Agenda
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. P. 3
Definitions and Statistics1. What is Social Media?
Platforms such as Linkedin, Facebook and Twitter2. Sites relevant to our industry
How to network using social media to supplement these meetings3. Industry resources online
Measurements and free analysis4. Facts and the Future
Thank you!5. Q & A
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
Social Media – Viral communication at time-warp speed
P. 4
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
The Social Media conversation-Where are you?
P. 5
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
What is social media?
P. 6
Past (1.0): talking, selling, marketing
Now (2.0): listening, sharing, participating
The goal is a new Communication routing:
Content – Conversation – Experience – Relationship
It’s a viral and inter-connected network that removes barriers and provides an outlet for results-orientated, deep, quality interactions – all in real-time
Social media platforms are also commonly referred to as Web 2.0
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
A few stats to get us started…
P. 7
Twitter is the fastest growing site on the Internet- over 1300% year over year – but also slows on activity/retention of user after 60 days
Facebook shows a 276% growth year-over-year in the age group of 35-54 year olds
350 million active users with 65 million+ accessing the site through mobile devices
Translations offered in 70 different languages
93% of Americans believe a company should have a presence in social media and of that 85% feel that they should use it as an active communication vehicle* *2008 Cone Business Study
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
The Wire…from AirPlus –Survey of corp. travel managers on Social Media
P. 8
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
Surveyed Corporate Travel Managers said:
P. 9
Source: The Wire…from AirPlus May 2009
Agenda
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. P. 10
Definitions and Statistics1. What is Social Media?
Platforms such as Linkedin, Facebook and Twitter2. Sites relevant to our industry
How to network using social media in addition to these meetings3. Industry resources online
Measurements and free analysis 4. Facts and the Future
Thank you!5. Q & A
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
Common Social Media site in Business Travel
P. 11
YouTube
Communities
Blogs
Others include – Plaxo, MySpace, Xing, etc…
Examples of sites with business applications for our industry:
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
“Professional” Networks- Linkedin and Plaxo
P. 12
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
Get involved in “Groups” & their discussions
P. 13
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
Connect by importing contacts, using suggestions, asking to be introduced
P. 14
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
“Corporate Travel Manager” on Linkedin yields 102,648
P. 15
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
Use Linkedin to connect in Greater Boston area – 2,903!Get introduced, recommended, and see who’s where!
P. 16
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
NBTA group – connect and network beyond the national conference & regional events
P. 17
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
Regional BTAs on Linkedin
P. 18
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
“Company Page” & “Company Buzz” on Linkedin – research your company’s news & your partners’
P. 19
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
“I have more friends on Facebook than I had in high school…”
P. 20
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
“Personal” Networks – MySpace/Facebook
P. 21
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
Examples of Some Biz Travel Industry Pages-Promos, newsletters, awards, sales and incentives!
P. 22
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
Use Facebook to promote your company’s CSR activities
P. 23
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
Create Lists to control “who” sees “what” on your page!
P. 24
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
Privacy Control measures - You have complete control over who sees what on your profile pages
P. 25
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
Twitter- a micro-blogging phenomenon
P. 26
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
Twitter- Follow to be followed, re-tweet and link to other platforms where relevant
P. 27
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
Airlines on Facebook &Twitter-Used for customer service, contests, service updates!
P. 28
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. P. 29
Yesterday, Southwest Airlines celebrated One Million Twitter Followers with $10 off flights!
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
NBTA on Twitter
P. 30
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
TweetDeck- the value of Twitter is in the LISTENING!
P. 31
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
Making Social Media work for you!
P. 32
1. Define your goals for participation and create a baseline for growth analysis
2. Find networks/platforms that meet your goals and look at pages, companies that are succeeding – and that you like to watch - to use as role models
3. Develop a social media strategy for your company and distribute to employees – develop rules for engagement!
4. Dip your toe in – get online & build a profile, even if you just “listen” at first
5. Manage Expectations!!! Yours & your company/colleagues
6. Promote your presence – don’t wait for something to happen! The rule in these platforms is you GET as much as you GIVE
Six tips to get started:
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
What should you tweet/write to update your status?
P. 33
Links to interesting online articles and industry resources you value
Links to your own blog or other social media pages
Comments on current events
Observations on travel industry happenings
Share your personality – always be genuine as a fraud is easy to spot online!
Ask questions, answer questions – share your expertise and knowledge!
Invite to events & activities where you/your company will be present
Share promotional activities, contests, CSR efforts
React to all statements about your company, by re-tweeting the positive and being proactive with the negative!
Suggestions for Twitter, Linkedin & Facebook include:
Agenda
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. P. 34
Definitions and Statistics1. What is Social Media?
Platforms such as Linkedin, Facebook and Twitter2. Sites relevant to our industry
How to network using social media to supplement these meetings3. Industry resources online
Measurements and free analysis4. Facts and the Future
Thank you!5. Q & A
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
NBTA’s pages are opportunities to connect -beyond the national conference & regional events
P. 35
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
ACTE’s pages offer the same opportunity-networking beyond the global events
P. 36
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
Utilize online industry resources-Find valuable research/whitepapers available for FREE!
P. 37
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
ACTE/AirPlus WhitepapersEmpowering the Corporate Travel Professional
ACTE in DC/ April 2009- Top 10 Tips for Corporate Travel Managers to bolster their role during a down economy
ACTE in Singapore/August 2009- Successful Travel Management in Asia-Pacific – Challenges and Solutions in a Fast Changing Region
International Travel Management Study/October 2009- Robust study full of global data from the 1,500 corporate travel managers surveyed
ACTE in Prague/October 2009- Post-Recession – Has the travel management landscape changed permanently?
Found online for free download: www.airplus.com, www.airpluscommunity.com, www.acteconnect.org
P. 38
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
AirPlus Community- www.airpluscommunity.com
P. 39
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
US Media embracing social media-The Beat blog – AirPlus blog by Richard Crum, US Pres.
P. 40
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
YouTube- Interactive visual platform
P. 41
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
NBTA has a YouTube channel – Subscribe athttp://www.youtube.com/user/NBTATV
P. 42
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
Creative Opportunities to leverage involvement- CSR activities
P. 43
Agenda
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. P. 44
Definitions and Statistics1. What is Social Media?
Platforms such as Linkedin, Facebook and Twitter2. Sites relevant to our industry
How to network using social media in addition to these meetings3. Resources online
Measurements and free analysis4. Facts and the Future
Thank you!5. Q & A
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
Facts - Measuring social media success
P. 45
We use Google Analytics for our corporate website and our community.
Also track clicks through press release reporting and via emailing tool
Count the hits, fans, unique views, re-tweets, followers, votes, ratings, diggs, etc…
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
ROI – Quantitative AND Qualitative
Re-tweets by total exponential audience, rather than simply number of re-tweets
Success factors defined to raise brand awareness – for example, it’s part of our marketing strategy to be a leader in expertise and to share knowledge – our success has been the number of speaking invitations on the topic!
Leads – from events did sales send invites to connect? Did they make an additional connection to a prospect through a virtual introduction?
Internal Communication and Company morale improves through shared knowledge and improved networking
Etc….
Measurement defined on your goals – remember to benchmark!
P. 46
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
Future- Virtual Tradeshows will not replace face-to-face interaction, but supplement
P. 47
Interactive Virtual Tradeshow Floor Interactive Virtual Tradeshow Floor
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
Future - Gain insight with Google Trends
P. 48
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
Future - the future is now!Free industry news/ info delivered to your Inbox
P. 49
Google Alerts – search emails delivered to your inbox on any topic & frequency of your choosing
Examples: NBTA, Corporate Travel, AirPlus International
Free online travel newsletters/updates via e-mail and/or RSS feeds:
www.askbte.com (Redline news)
www.btn.com (eNewsletter)
www.thetransnational.travel
www.travelweekly.com
Agenda
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. P. 50
Definitions and Statistics1. What is Social Media?
Platforms such as Linkedin, Facebook and Twitter2. Sites relevant to our industry
How to network using social media in addition to these meetings3. Resources online
Measurement and free analysis4. Facts and the Future
Thank you!5. Q & A
WHAT TRAVEL PAYMENT IS ALL ABOUT.
P. 51
Rana Walker
PR/Marketing for AirPlus International, Inc.
Visit! www.airplus.com
Follow! www.twitter.com/airplus
Join! www.airpluscommunity.com
Watch! www.youtube.com/airplusintl
Fan! www.facebook.com/airplusinternational
Questions?
Thank you!