Frankfurt Travel Industry Club
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Transcript of Frankfurt Travel Industry Club
WHAT TRAVEL PAYMENT IS ALL ABOUT.
Travel Industry Club / 24 Jan 2011
Social Media in B2B Business Travel
24 January 2011 / Travel Industry Club
P. 1
By: Rana Walker / US Comms & Marketing / AirPlus International, Inc.
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. Travel Industry Club / 24 Jan 2011
Content
ConversationRelationship
Experience Source: Insights Consulting Study, 2010
The Social Media Prism
P. 2
Travel Industry Club / 24 Jan 2011AIRPLUS. 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.”
- Former Exec. Director of Global Marketing for AirPlus to Me
P. 3
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. Travel Industry Club / 24 Jan 2011 P. 4
Social Media is Global!
Source: The Next Web Study June 2010
Percent of Internet users utilizing Social Media by country
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. Travel Industry Club / 24 Jan 2011
World Map of Top Social Media Sites
P. 5
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. Travel Industry Club / 24 Jan 2011
Mapping the Social Internet– Harvard Business Review, July-Aug. 2010
P. 6
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. Travel Industry Club / 24 Jan 2011 P. 7
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. Travel Industry Club / 24 Jan 2011 P. 8
Social Media Sites where B2B & B2C Manage Profiles
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. Travel Industry Club / 24 Jan 2011
B2B Marketing in Social Media
P. 9
B2B companies are ahead of their B2C in social media adoption Source: Business.com – 2009 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
Vital statistics for every B2B marketer:
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. Travel Industry Club / 24 Jan 2011
Social Media for Travel
P. 10
Suppliers such as airlines, trains, hotels, resorts, car rental companies all use social media today for customer service, share knowledge, promos, sales & build brand loyalty
Travel Technology companies use it for trends, testing, engagement and promotion
Travel Agencies use social media to connect, promote and target market
Corporate Travel Managers utilize social media to connect with their end users- business travelers and with their suppliers
Travelers use to connect with all the above, for all the above reasons!!!
Travel Press/Media use it for research, detect trends and share news online
From Supplier to Traveler – social media in the travel industry
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. Travel Industry Club / 24 Jan 2011 P. 11
No, we do NOT use
social media
Yes, we do use social
media
Mid-size companies lead use of social media to support business travel management around the globe
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. Travel Industry Club / 24 Jan 2011
AirPlus in Social Media
P. 12
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
Travel Industry Club / 24 Jan 2011AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. P. 13
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. Travel Industry Club / 24 Jan 2011 P. 14
If Facebook were a
country, it would be the third
most populated
in the world!
Only China & India are more
populated.
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. Travel Industry Club / 24 Jan 2011
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
There are more than 100 million active users currently
accessing Facebook through their mobile devices. (Source: Facebook)
P. 15
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. Travel Industry Club / 24 Jan 2011 P. 16
Male / Female Ratio
Age Distribution
Global Facebook Audience as of 17 January 2010
585,184,940
In Germany
14,232,960
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. Travel Industry Club / 24 Jan 2011
Why Facebook?
P. 17
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 – internal facebook relations provide a global virtual forum for staff
Project a human element to your company:
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. Travel Industry Club / 24 Jan 2011 P. 18
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. Travel Industry Club / 24 Jan 2011
YouTube statistics
P. 19
YouTube uses the same amount of bandwidth as the entire Internet used in 2000
YouTube receives more than 2 billion viewers per day
YouTube is available in 19 countries and 12 languages
Music videos account for 20% of uploads
Half of YouTube’s users are under 20 years old
You would need to live for around 1,000 years to watch all the videos currently on YouTube
Source: YouTube
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. Travel Industry Club / 24 Jan 2011
Why YouTube?
P. 20
Customer testimonials are quite effective in video
Video blogs from your executives on:
the company activities/events
company financial results
industry topics
Marketing campaigns can go viral like never before
User tips/guides to your products – showcase products and tips for best in class use
Highlight events and philanthropic activities in an inspiring way
Some of us are more visual learners – seeing is believing:
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. Travel Industry Club / 24 Jan 2011 P. 21
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. Travel Industry Club / 24 Jan 2011
A few Twitter Stats
P. 22
Over 60% of Twitter use is outside the U.S.
Twitter gets more than 300,000 new users every day
There are currently 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. Travel Industry Club / 24 Jan 2011
Why Twitter?
P. 23
Detect industry trends and take polls/surveys in real-time
Disseminate insightful information quickly and effectively
Straight to the point, 140 characters only means no need/nor room for unnecessary fluff or advertising spin
Share knowledge readily with customer, partners, press and industry
Glean and pass along other interesting industry news to show depth
Promotion of partner activities for greater relations
Terrific for customer service – make contact with end-user (not often possible in B2B environment)
Fast, efficient, economical and viral:
Travel Industry Club / 24 Jan 2011AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
“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. 24
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. Travel Industry Club / 24 Jan 2011 P. 25
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
USA: 52%
CAN: 4%
BRZ:2%
EU: 22%
IND: 8%
AUS: 2%
+3M new members per month = 1+ new member per second
90M+ members in over 200 countries
Source: LinkedIn
LinkedIn?
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. Travel Industry Club / 24 Jan 2011
LinkedIn Stats
P. 27
Executives from all Fortune 500 companies are on LinkedIn
LinkedIn receives almost 12 million unique visitors per day
LinkedIn is available in six 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. Travel Industry Club / 24 Jan 2011 P. 28
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. Travel Industry Club / 24 Jan 2011
Why LinkedIn?
P. 29
Build old-fashioned rolodex in new way
Build trust and rapport
Excellent for qualifying a candidate/recruiting
Share research & glean knowledge through groups of like-minded individuals
Gain insights into:
Connections
Partners
Competitors
Staff
Networking supplement to the face-to-face events:
Travel Industry Club / 24 Jan 2011AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
Social MEdia
Share your personality, NOT your personal information!
Share your company’s philosophy, NOT proprietary information!
P. 30
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. Travel Industry Club / 24 Jan 2011
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. 31
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
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!
Only 11% of teenagers e-mail today - they prefer social media platforms and
SMSing/texting
Even further personalization toward your preferences making it all about
convenience and trust! Personal 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
Enhanced security measures, many new laws & rules of engagement
Source: Insights Consulting Study, 2010
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. Travel Industry Club / 24 Jan 2011
“Our benefit package is that we don’t block Facebook.”
P. 33
Travel Industry Club / 24 Jan 2011AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
Many thanks & let’s connect online!
Rana Walker
AirPlus International
www.linkedin.com/in/ranawalker
www.airplus.com
www.airpluscommunity.com
www.twitter.com/airplus
www.facebook.com/airplusinternational
P. 34