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

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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

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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

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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


World Map of Top Social Media Sites

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http://www.vincos.it/wp-content/uploads/2009/06/wmsn-06-09.png


Mapping the Social Internet– Harvard Business Review, July-Aug. 2010

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


Social Media Sites where B2B & B2C Manage Profiles

http://www.emarketer.com/Article.aspx?R=1007404


B2B Marketing in Social Media

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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:

http://www.emarketer.com/Article.aspx?R=1007404

http://ow.ly/1dLqJ


Social Media for Travel

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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


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

http://connect.phocuswright.com/2010/07/amex-survey-social-media-in-business-travel-management/


AirPlus in Social Media

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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

http://www.airpluscommunity.com/



http://www.facebook.com/airplusinternational


http://www.twitter.com/airplus

http://www.twitter.com/airplus

http://www.twitter.com/DE_airplus

http://www.twitter.com/DE_airplus

http://www.youtube.com/airplusintl

http://www.youtube.com/airplusintl

http://www.linkedin.com/company/airplus

http://www.linkedin.com/company/airplus

http://www.xing.com/net/airplus

http://www.xing.com/net/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!


If Facebook were a

country, it would be the third

most populated

in the world!

Only China & India are more

populated.


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)

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Male / Female Ratio

Age Distribution

Global Facebook Audience as of 17 January 2010

585,184,940

In Germany

14,232,960


Why Facebook?

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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:


YouTube statistics

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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


Why YouTube?

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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:


That’s approx. 600 tweets per second!

50 MILLION.The number of tweets per day on Twitter.

Source: Twitter


A few Twitter Stats

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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


Why Twitter?

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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:


“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

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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?

http://press.linkedin.com/about


LinkedIn Stats

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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


Why LinkedIn?

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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:


Social MEdia

Share your personality, NOT your personal information!

Share your company’s philosophy, NOT proprietary information!

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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

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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


“Our benefit package is that we don’t block Facebook.”

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Many thanks & let’s connect online!

Rana Walker

AirPlus International

[email protected]

www.linkedin.com/in/ranawalker

www.airplus.com

www.airpluscommunity.com

www.twitter.com/airplus

www.facebook.com/airplusinternational

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mailto:[email protected]

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

http://www.airplus.com/




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