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HowtoGetMoreMileageOutofYourData:UseBrandedResearchtoEngageBuyers
GBTABusinessTravelerSentimentIndexCampaignbyAmericanExpress
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MY TRIP HERE
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INTERESTS + VALUE = OPPORTUNITY
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CHALLENGE
•Relevant to our audience•Global•Aligned•Flexible
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GBTA BUSINESS TRAVEL SENTIMENT INDEX
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THE ROLE OF CONTENTRaw Data
White Paper
Article Video Article 2 List Field Tool
Audiences
Two-Way Conversations
Long Form
Research
Channels
Short Form
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RESEARCH FOCUSED
25%
16%
15%
14%
13%
12%
5%
Trip Experience & FrictionExpense TrackingTravel Mgmt PolicyBusiness Travel SafetyCorporate/ Macro EnvironmentTechnology for Business TravelSocial Media Experience
Index Components
800+Quarterly
Respondents
Long Form
Short Form
Research
Audiences
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FEATURED CONTENT
Long Form
Short Form
Research
Audiences
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FEATURED CONTENT
IdentifyingWithToday'sBusinessTraveler,AmericanExpress,2015
Long Form
Short Form
Research
Audiences
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FEATURED CONTENT
IdentifyingWithToday'sBusinessTraveler,AmericanExpress,2015
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FEATURED CONTENT
HelpFuture-ProofYourBusinessWithInsightstotheTraveler'sJourney,AmericanExpress,2015
Long Form
Short Form
Research
Audiences
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FEATURED CONTENT
TheRealitiesofManagingTravelPolicies,AmericanExpress,2015
Long Form
Short Form
Research
Audiences
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FEATURED CONTENT
ProductToolkit,AmericanExpress,2015c
Long Form
Short Form
Research
Audiences
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THE ROLE OF PLATFORMS
OWNED PARTNER PAIDEARNED
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OWNED & PARTNER CHANNELS
240%Content Hub
Unique Section Visitor Increase
YoY
43%Above
Benchmark Organic
LinkedIn ER
#5Downloaded
Insight Tool by Sales & Account
Mgmt
30%Higher Email
Open Rate
Business.americanexpress.com,2015Results
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PAID CHANNELS
50%Above
BenchmarkSponsored
LinkedIn ER
25%Above
Benchmark SponsoredTwitter ER
AmericanExpressGlobalCorporatePayments,PaidSocialCampaigns,2015
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EARNED CHANNELS
100M+Impressions
BE OK WITH “DIFFERENT”SELL IT INTERNALLY
LESSONS LEARNED(MORE LIKE “I WISH I HAD KNOWN”)
THE SURVEY IS NEVER “FINAL”
Learn from your findings, check the pulse of your social channels and customers – what else are they
interested in? And reiterate.
Before executing 10 whitepapers and 20 infographics, sell your strategy to
your legal team and your Field partners, it’s a lot easier to get buy-in
if they reviewed the concepts
Try different forms of content, even if they are not “traditional” in your space, chances are your customers
will find it different and will engage more
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THANK YOU!
pablotrivero
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