los angeles business travel association

WHAT TRAVEL PAYMENT IS ALL ABOUT.

Social Media in Business Travel

September 14, 2011 / Los Angeles BTA

By Rana Walker / AirPlus International, Inc.

Why Give a Tweet?

S. 1Los Angeles BTA / September 2011

AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.

iPhone apps reached

1 BILLION downloads

in about 9 months!

AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. Los Angeles BTA / September 2011


Using Social Media

as a Corporate Travel

Manager

Los Angeles BTA / September 2011


The Wire…from AirPlus:

Survey of 147 Corporate

Travel Professionals from

the USA and Europe in

May 2011.



Source: The Wire..from AirPlus June 2011Source: The Wire..from AirPlus, June 2011


Source: The Wire..from AirPlus June 2011

Source: The Wire..from AirPlus, June 2011



Source: The Wire..from AirPlus, June 2011


Why Should a Corporate Travel Manager Care?

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

Listen, learn, anticipate needs, proactively problem solve and find

efficiencies

You have a voice! Strengthen relationships with partners/suppliers

through shared knowledge, communication & collaboration

Participate in industry associations online as a supplement to the

face-to-face networking & join event pages too for continued growth

Gain empowerment and raise your internal profile – know where

to glean knowledge & how to effectively share it

P. 10Los Angeles BTA / September 2011


Useful Travel Manager Applications for Social Media

Steer behavior, build policy compliance through positive

reinforcement

Enhance internal company relationships through virtual

communication

Crisis Communications – traveler safety is key when the

unexpected occurs

Conduct real-time analysis virtually – and now!

Stay on top of the industry’s trends

Source & Recommend helpful mobile apps

Gain empowerment as an in-the-know thought leader



BTN Applauds Travel Managers Using Web 2.0 Platforms

http://businesstravelnews.texterity.com/businesstravelnews/20110516

AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. P. 13Los Angeles BTA / September 2011

http://www.businesstravelnews.com/Travel-Management/BTN-s-2011-Travel-Manager-of-the-Year--Sapient-s-Michelle-De-Costa/?a=btn

http://www.businesstravelnews.com/Travel-Management/BTN-s-2011-Travel-Manager-of-the-Year--Sapient-s-Michelle-De-Costa/?a=btn

Global Services firm operating three groups, Sapient Global Markets, Sapient Government Services and SapientNitro, each as unique as the industries and audiences they serve.

AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.Los Angeles BTA / September 2011

@SAPIENT

By Michelle DeCosta

Global Travel Manager

SOCIAL

14


YammerUsed in email signature

Michelle De Costa

Global Travel Manager | ¬ Sapient

Employees: Learn more about Travel at Sapient

Want to find out what’s new with

Travel? Follow me on

yammer.com

15Los Angeles BTA / September 2011

http://peopleportal2/NavPages/Pages/Travel-Booking.aspx

yammer.com


VOX – Sapient’s Social & Business Collaboration Tool (Jive)


For Sapient:Social Media is a Virtual Water Cooler


Conversations about your travel program

are happening so why not:

Be an active participant

Change perception

And most important, remember to LISTEN!

By doing so you will gain:

Increased empowerment for you/your

travel policy

Increased visibility for your preferred

suppliers (get them involved!)

Deltek Travel Exchange Blog

Karoline Mayr

Director, Global Travel Procurement

Currently positioned in Herndon, VA, at Deltek, Inc., the leading global provider of

enterprise software and information solutions for professional services firms,

government contractors, and government agencies. For over 15 years, Karoline

has dedicated her career to the travel industry. With an impressive track record

of creating and implementing travel programs to dramatically reduce T&E

expenditures, as well as managing corporate credit card programs to reduce risks

to the organization, Mayr constantly strives to innovate and improve, and her

expertise in relationship management, communication, and change management

enables her as one of the best leaders in the industry.

©2011 Deltek, Inc. All Rights Reserved

Deltek Travel Exchange Blog

19 ©2011 Deltek, Inc. All Rights Reserved

Definition – an internal blog for the Travel and Corporate Card Program

used to communicate collaboratively, learn from each other, increase

employee satisfaction and decrease overall expenditures

Result – improved collaboration, increased compliance, and a great

new way to easily communicate information!

Why did we create the Travel Exchange Blog?

Move from “push marketing” to “pull marketing”

Reach our market – employees who actually travel, sign up to

receive the information thru RSS or email updates and can choose

when they receive it

Manage our own Travel communications in “real” time

When did we create it?

Implemented April 2010, CEO created a blog a few months earlier

First departmental blog, others soon followed our example!

The Big Question – How Did We Do It?

20 ©2011 Deltek, Inc. All Rights Reserved

Partners

Information Solutions taught us how to build and maintain the site

using Microsoft SharePoint

Communications helped us with a transition plan – emailed and

blogged until folks got used to it

Promoted Blog

2010 Supplier Day – suppliers onsite drove folks to blog for a contest

Blog contest – most frequent & best content for 1Q11

Requested a few good bloggers to post once a week

Partner with other blogs – we blog on your site, you blog on ours

Pictures from Deltek travelers in exotic locations

Word of Mouth - employees


User-Generated Content:

NO PUSH of content.

Instead, users generate news,

feedback & ideas themselves!



Traveler Access

(convenient)

OPEN network

(positive & negative

feedback)

Travel Champions

& Upper Mgmt

Support

The SWEET Spot!



Trust is the #1 influencer of buying

decisions in the future!

It’s time to build your network &

sphere of influence!



LinkedIn Stats

120M+ members in over 200 countries (3M+ new members a month)

And about 50% of users are outside the USA

Executives from all Fortune 500 companies have a profile on LinkedIn

75% of these companies also use LinkedIn for recruitment

Two billion people searches in 2010

LinkedIn is available in 6 languages – English, German, French,

Italian, Portuguese and Spanish

More than two million companies have LinkedIn Company Pages

Source: LinkedIn


http://press.linkedin.com/about


Why LinkedIn?

P. 26Philadelphia BTA / April 2011

Keep track of contacts throughout their career & job moves

Build trust and rapport – therefore, your influence & your company’s

(Ask for online recommendations!)

Excellent for recruiting/qualifying a candidate

Share research, take polls and glean knowledge

Join Groups for collaboration with your industry’s like-minded individuals –

share your knowledge and ask for others’ input

Gain transparency through insights into connections, partners,

competitors, staff

Professional networking platform to supplement to the face-to-face events:


LinkedIn Pages


A Search for Corporate Travel Manager yields: 207,797!


Search Corporate Travel Manager in Greater LA: 5,811!


Orange County BTA LinkedIn Group – Only 11 Members


GBTA LinkedIn Group – 5,307 Members

AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. Los Angeles BTA / September 2011

If Facebook

were a country,

it would be the

3rd most populated in the world!

Only China &

India are more

populated! P. 32


Facebook Stats

750+ million active users with an average of 130 friends each

50% of active users log on to Facebook daily

More than 70 translations available on the site

About 70% of Facebook users are outside the United States

More than 250 million active users do so with their mobile and are

twice as active than active users on a PC

People spend over 700 billion minutes per month on Facebook

Average user creates 90 pieces of content each month, with over 30

billion pieces created overall each month

Source: Facebook


https://www.facebook.com/press/info.php?statistics


Why Facebook?


Pictures of staff and events can illustrate your company culture

Share research and knowledge – link to additional resources

Promote upcoming events to gain attention and attendance

Highlight partner activities to enhance relationships

Promote sales, services and opportunities to interact

Utilize settings on personal profiles to vary your communications to

specific groups

Enhance inter-company relations via a global virtual forum for staff

Highlight CRS activities to show your company philosophy

Project a more human face of your company :


Supplier Example on Facebook:Airline Feedback Offers a Healthy Dose of Positive



GBTA on Facebook – Group Page and Events Page



Source: Twitter

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


http://blog.twitter.com/



Twitter Stats

35 Heads of State use Twitter to engage with their constituencies

100 million active users worldwide, over 60% of which is outside

the USA

More than half log in each day, 40% are just listening and not

tweeting

There are more than 600 million searches on Twitter every day

More than a third of users access Twitter via their mobile phone

There are more than one million registered Twitter apps

Source: Twitter




Why Twitter?

P. 39Philadelphia BTA / April 2011

Straight to the point, 140 characters only means no room for fluff

Detect industry trends and take polls/surveys in real-time

Terrific for customer service – make contact with end-user (not often

possible in B2B environment)

Disseminate insightful information quickly and effectively

Share knowledge readily – while it’s still relevant

Promotion of partner activities for enhanced relationships

Excellent for Crisis Communication efforts

Fast, efficient, economical and viral:


Tweets on Twitter Per Minute After the Japan Earthquake


Twitter Useful in Crisis Communication Efforts


US Embassy Encourages Social Media in Wake of Quake!


48

HOURS.The amount of video uploaded to

YouTube every minute!



YouTube Stats

Today, YouTube alone uses the same amount of bandwidth as the

entire Internet used in year 2000

More than 3 billion videos are viewed each day, 10% are in HD

More than 500 tweets per minute include a link to a YouTube video

YouTube is available in 25 countries and 43 languages

70% of traffic comes from outside the US

YouTube mobile gets over 320 million views a day (up 3x y-o-y)

About half of YouTube’s users are 20 years old or younger- the future

generation wants video – not PowerPoint

Source: YouTube


http://www.youtube.com/t/press_statistics


Why YouTube?


Customer testimonials are quite effective in video

Video blogs from your executives on company activities/events, company

financial results and industry topics

User tips/guides to your products – showcase products and tips for best in

class use

Highlight events and philanthropic activities in an inspiring way

Marketing campaigns can go viral & obtain reach like never before

To be successful, videos should be authentic, clever, witty, touching and/or

motivational

They do not always need to be flashy, expensive or polished to go viral!

For the visual learners – seeing is believing:


GBTA on YouTube : GBTATV


http://www.youtube.com/user/GBTATV


One YouTube example: Virgin Atlantic airline


AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. Los Angeles BTA / September 2011 P. 48


http://www.bbc.co.uk/news/technology-12391129


Many thanks & let’s connect!

Rana Walker

AirPlus International, Inc.

[email protected]

www.linkedin.com/in/ranawalker


mailto:[email protected]

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

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