PBTA Presentation

WHAT TRAVEL PAYMENT IS ALL ABOUT.

Tweet, follow, friend & connect!

By Rana Walker / AirPlus International / October 20, 2010

Social Media in Corporate Travel

P. 1Social Media ISM Presentation

AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.

Past (1.0): talking, selling, marketing

Now (2.0): listening, sharing, participating

Social media platforms are also commonly referred to as Web 2.0

P. 2

A viral & inter-connected network that:

Removes barriers Is a channel for meaningful quality interactions Occurs virtually and in real-time

What is Social Media?


The Social Media Prism

Content

ConversationRelationship

ExperienceSource: Insights Consulting Study, 2010


Research such as whitepapers & case studies

Statistics and data useful to detect market trends and hot topics

Share expertise and insights in real-time yielding better decisions/results

We use these channels to connect with:

Customers and Potential Customers

Partners

Other Industry colleagues/industry associations

The Media

…and often overlooked – but very important – to connect Internally!

Companies utilize Social Media to bring relevant content to the industry:

P. 4

Examples of use of Social Media channels in Corp. Travel


Your staff is talking – hear them, anticipate needs, solve problems and find efficiencies in advance!

You have a voice! Know what your partners/suppliers are up to in real-time! Share knowledge, increase communication & collaborate in cooperation

Use as a supplement to the face-to-face meetings/ industry events

Conduct real-time analysis

Keep updated on trending topics within the industry

Raise your internal profile with knowledge sharing – know where to glean the knowledge and how to share it openly with success

Awareness – know what is being said about your company online. This could possibly aid other departments (example: customer service or marketing)

The conversation is occurring whether you are listening…or not!

P. 5

Why a Corporate Travel Manager should care


Enhance the corporate travel experience and comfort level with better knowledge

Enable Travelers to control travel expenses with real-time mobile information

Gather feedback in real-time

Manage crisis situations efficiently, effectively & safely

Allow you to feel the pulse of how your travel program is working

Uncover a trusted source of information to validate corporate travel policies …or drive new ones!

Potentially promote behavioral changes and gain greater policy adherence

Reward travelers to encourage participation within policy

Share experiences to promote knowledge and growth

P. 6

Social media helps a Corporate Travel Manager to:

“Rana, please come to HQ and share your expertise & enthusiasm for Social Media – but don’t expect to change the world.”

- Executive VP, Global Marketing for AirPlus International

P. 7

AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. P. 8

Social Media is Global!

Source: The Next Web Study June 2010

Percent of Internet users utilizing Social Media by country


Mapping the Social Internet– Harvard Business Review July-August 2010

http://hbr.org/2010/07/vision-statement-mapping-the-social-internet/ar/1

“I can’t lunch with my global colleagues, meet for a coffee & chat, pass someone in the hallway or build a rapport as easily from a home office 9 hours away from HQ.

But social media provides me with an additional opportunity to connect!”- CJ Bolander (AirPlus Account Manager)

P. 10

Our discussion today covers the following social media platforms:

Linkedin Facebook Twitter Communities and Blogs YouTube

P. 11


Linkedin Profile Creation – Getting Started with Linkedin

http://learn.linkedin.com/profiles/overview/

http://learn.linkedin.com/profiles/overview/


Linkedin- a profile page is more than a resume!

Update your status with useful info and comment!

Share presentations via slideshare

List your website, twitter or blog

http://de.linkedin.com/in/ranawalker


Linkedin search “Corporate Travel Manager”: 144,773

Filter your selections further today by not only location, relationship, industry, but also groups, company, experience, etc…


Filtering the search to the “Greater Pittsburgh Area”: 527


Get connected on Linkedin by importing contacts, using suggestions, and asking to be introduced


Know your connection opportunities - Network Statistics


ACTE group – connect and network beyond the national conference & regional events with 2,428 members!


NBTA Group – another opportunity to connect with like-minded industry colleagues: 2,746 members & growing


PBTA’s Linkedin Group page


“Company” profile on Linkedin – research a company for news, stats and follow your partners!

http://www.linkedin.com/company/world-travel-inc?goback=.cps_1285328363949_1



Facebook reach/usage by country

Today, Facebook is available in a total of 70 different languages & has over 500 million active users. (Source: Facebook)

Source: The Next Web Study April 2010

If Facebook were a country – it would replace USA as the 3rd largest population in the world!

- Source Mashable.com

P. 24


Facebook- an increasingly hybrid platform for personal & professional users today!


Create “Lists” (grouping colleagues and/or friends separately) to control who sees what!


Facebook Privacy Settings – Customize at your comfort level!


Facebook privacy features allows you to double check what you are showing to whom

View exactly how your profile looks to the public – you decide!

Check your privacy settings for a specific person by typing in their name into this box. You will see what they see!

http://www.facebook.com/


Facebook continues to evolve - “Fan” vs. “Like” and enhancing personalization


Industry suppliers have both Regional & Global pages for promotions, newsletters, awards, sales & incentives!


Highlight CSR activities & philanthropic efforts!


“Your last tweet?”

“More people comment directly to me about my tweets than any about e-mail I’ve ever sent.”

-Patrick DiemerAirPlus International Managing Directorwww.twitter.com/PWD_airplus

P. 33


Dissection of a typical Twitter page

Launch of new products & features & solicit feedback

Share timely news articles & videos

Converse with staff

Re-tweet company leaders

Make lists (grouping those you follow together) & follow other’s already pre-made lists

Follow, be followed and get listed!

http://www.twitter.com/airplus


Airlines on Facebook & Twitter-For customer service, contests, service updates!


Hotel chains also get into the social media action!


Twitter pages in local languages are becoming more important than ever!

http://www.twitter.com/airplus_Italy

http://www.twitter.com/airplus_france


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!

Today, there are approximately 50 million tweets per day - an average of 600 tweets per second!



Community sites are another great space to connect for news, opinions and to leave your own comments too!


Industry Blogs are a great way to gain insights, reinforce partnerships and share opinions!


Utilize online industry resources-Find valuable research/whitepapers available for FREE!


Free ideas to gain insights on your company, partners, customers and potential customers and competitors!


Tweet Deck – a free app to monitor Twitter, Linkedin, Facebook, etc… from one central control panel with ease


YouTube – for the more visual learners & communicators


Airline YouTube pages allow you a video insight into their products and promotions

Social MEdia

Share your personality, NOT your personal information!

P. 47


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:

P. 48

Ideas for posts on Social Media platforms


Develop a good understanding of the privacy settings and how the platforms work

Think before your write! And use common sense - don’t put in writing what you don’t want others to know & Proprietary information should never be shared!

What you share is public to those you allow to see it – and they could potentially share it with their friends by another means of communication

Show respect for yourself and others at all times

Know your company’s social media guidelines!

Keep in mind the following:

P. 49

Avoid Social Media faux paus


What’s next? (in my opinion)

Mobile technology will be the most influential – most users log-in twice a day using smartphones, blackberries, iPhones to do so!

Even further personalization toward your preferences making it all about convenience and trust! Recommendations will be key.

User apps bring more efficiency making it all about the NOW

Better leveraging of web technology – webinars, skype, teleconferencing, virtual tradeshows

Only 11% of teenagers e-mail today - they prefer social media platforms and SMSing/texting

Enhanced security measures, many new laws & rules of engagement

-Source: Insights Consulting Study, 2010


WHAT TRAVEL PAYMENT IS ALL ABOUT.

Thank You!

Connect! www.linkedin.com/in/ranawalker

Visit! www.airplus.com

Follow! www.twitter.com/airplus

Join! www.airpluscommunity.com

Like! www.facebook.com/airplusinternational


http://www.linkedin.com/in/ranawalker

http://www.airplus.com/

http://www.twitter.com/airplus

http://www.airpluscommunity.com/

http://www.facebook.com/airplusinternational


Backup slides



1. Define your goals for participation and create a baseline for growth analysis

2. Determine the networks/platforms that meet your goals. Evaluate other’s pages that you like to watch and emulate

3. Know your company’s social media policy so that you understand the guidelines for engagement

4. Dip your toe in – get online & build a profile, even if you just “listen” at first

5. Manage Expectations!!! Yours & your colleagues

6. Promote your presence – don’t wait for something to happen! The Golden Rule for social media is that you GET as much as you GIVE!

Six tips to get started:

P. 54

Making Social Media work for you!


2010 Social Media “map”

http://www.google.de/imgres?imgurl=http://www.econtrolling.de/wp-content/uploads/2010/08/SocialNetworkMap0809520x10971.png&imgrefurl=http://www.econtrolling.de/201008/the-2010-social-networking-map/&usg=__2Ol2Hlj40r6niXr5omjnF5Yo7h4=&h=1097&w=520&sz=643&hl


View the Events page to see which events your connections are attending – and add your own Events!