marketing club of frankfurt presentation final

WHAT TRAVEL PAYMENT IS ALL ABOUT.

Social Media, B2B & AirPlus

15 February 2011 / Marketing Club of Frankfurt

P. 1Marketing Club Frankfurt / 15 February 2011

By: Rana Walker / US Comms & Marketing / AirPlus International, Inc.

AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.

Disclaimer:


Dieser Vortrag wird auf Englisch gehalten-

I only speak Americano!


The Social Media phenomenom



Teens today do not know life without the Internet or mobile phones


96% of Millennials have joined a social media platform (Source: socialenomics.com)

Only 11% of teenagers today use e-mail – they SMS/text & use social

media instead (Source: Insights Consulting Study, 2010)

In Q4 2010, more smart phones were shipped than PCs – a jump 87%

year-over-year and a historical first (Source: Associated Press, Feb. 2011)

Social media connections build your sphere of trusted influence – the most

important factor for buying decisions in the future!

New technologies provide virtual, robust info accessible in real-time:

AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. P. 5Marketing Club Frankfurt / 15 February 2011

Social Media Prism

Content

ConversationExperience

Relationship

http://www.theconversationprism.com/


Social Media Sites where B2B & B2C Manage Profiles

80% of B2B companies in the US use Social

Media more now than only 2 years ago

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


B2B Marketing in Social Media


B2B companies are ahead of B2Cs in social media adoption (Source: Business.com –

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

Great statistics for every B2B marketer:

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

http://ow.ly/1dLqJ


B2B Marketing in Social Media


Top 4 applications for the use of social media for B2B marketers are:

Thought leadership (59.8%)

Lead generation (48.9%)

Customer feedback (45.7%)

Advertising (34.7%)

Two thirds of B2B marketers believe that online must be complemented by

traditional marketing activities. (Source: Social Media B2B)

More statistics for B2B marketing:

http://socialmediab2b.com/2010/08/b2b-social-media-statistics/


Corporate Travel & Social Media- The Wire…from AirPlus


Social Media is not simply fun and games - it’s smart business!

Two-sided

conversations bring

insight, clarity &

understanding

Web 2.0 platforms

allow for better

collaboration &

knowledge-sharing

Receive customer feedback without delay …and before it’s too late!


“Please come to HQ and share your

expertise & enthusiasm for Social Media

– but don’t expect to change the world.”

- A former AirPlus Exec. Director of Global Marketing to Me


AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. P. 13

Social Media is Global!

Source: The Next Web Study June 2010

Internet users leveraging Social Media by country in %

Marketing Club Frankfurt / 15 February 2011


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

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


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!


The rise of Social Media advertising worldwide:

Half of the world’s social networking

advertising budgets are on Facebook!

http://2.bp.blogspot.com/_dr3S8zqPnj4/TUKi4LtJW2I/AAAAAAAATw8/hflDjHa2tvQ/s1600/Social-Ad-Spending-Infographic-Large.jpg

http://2.bp.blogspot.com/_dr3S8zqPnj4/TUKi4LtJW2I/AAAAAAAATw8/hflDjHa2tvQ/s1600/Social-Ad-Spending-Infographic-Large.jpg


If Facebook

were a country,

it would be the

3rd most

populated

in the

world!

Only China & India

are more populated.


End of 2010:

585 Million

A growth of +74%

Beginning 2010:

337

Million

Facebook Profiles

Source: Facebook


0 100 200

Canada

India

Italy

Mexico

Philippines

France

Turkey

UK

Indonesia

USA

In Millions of Active Users

Top 10 Countries on Facebook


Facebook in Germany


Source: Facebookmarketing.de / Jan 2011

http://facebookmarketing.de/zahlen_fakten/infografik-facebook-zahlen-fakten-2011




Facebookmarketing.de / Jan 2011

Top 5 Cities in

Germany:

1. Berlin

2. München

3. Hamburg

4. Köln

5. Frankfurt



Why Facebook?


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. Inter-company

relations provide a global virtual forum for staff

Utilize security settings to vary your communications to specific groups

Project a more human face to your company to 585+ million users:


Marketing Club Frankfurt - Your Facebook group!


The amount of video uploaded

to YouTube every minute!


YouTube statistics


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

Internet used in year 2000

YouTube receives more than 2 billion viewers per day

YouTube is available in 19 countries and 12 languages

Half of YouTube’s users are 20 years old or younger - (the future generation)

You would need to live for approx. 1,000 years to watch all the videos currently

on YouTube

Source: YouTube


Why YouTube?


Customer testimonials are quite effective in video

Video blogs from your executives on:

the company activities/events

company financial results

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

For the visual learners – seeing is believing:


One YouTube example: Virgin Atlantic airline



USA: 52%

CAN: 4%

BRZ:2%

EU: 22%

IND: 8%

AUS: 2%

90M+ members in over 200 countries

Source: LinkedIn

LinkedIn Worldwide


http://press.linkedin.com/about


LinkedIn Stats


Management-level executives from all Fortune 500 companies have a

profile on LinkedIn

LinkedIn receives almost 12 million unique visitors per day

+3M new members per month = over 1 new member per second

LinkedIn is available in 6 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


LinkedIn Pages

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


LinkedIn Groups


Why LinkedIn?


Keep track of contacts throughout their career & job moves

Build trust and rapport – therefore, influence for you & your company

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:


That’s approx. 600 tweets per second!

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

Source: Twitter


A few Twitter Stats


Over 60% of Twitter use is outside the U.S.

Twitter has more than 300,000 new users join every day

There are currently over 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. P. 37

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!


Why Twitter?


Straight to the point, 140 characters only means no need/nor room for

unnecessary fluff or advertising spin

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

Glean and pass along other interesting industry news to show depth

Promotion of partner activities for enhanced relationships

Fast, efficient, economical and viral:


An example of media interaction on Twitter


Examples of partner and industry interactions



Others will promote your events!


Recruitment & staff interaction!



Allow your staff to be your

online brand ambassadors!

Establish social media guidelines

& teach them how to share your

already published public information!


Staff promotion through Facebook!


Staff promotion through LinkedIn!


Staff promotion through Twitter!


AirPlus and Social Media

Global

Innovative

Customer-oriented

A thought-leader keen to

share knowledge


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

AirPlus in Social Media


http://www.airpluscommunity.com/



http://www.facebook.com/airplusinternational

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


The Wire…from AirPlus


Social Commitment & Online Gaming


AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. S. 51Marketing Club Frankfurt / 15 February 2011

Our Whitepapers & Customer Magazines read on iPads, iPods, eBooks and smartphones


AirPlus keys to success with Social Media –Today and in the Future


Upper Management support – Every top tier

executive is on at least one social media

platform

Internal buy-in across various departments &

nations for better internal collaboration

Using Strategy with an open mind and

innovative spirit

Calculating qualitative and quantitative ROI

Share knowledge with the business travel

industry to foster greater online

conversations & exchange

Utilizing SEO techniques, Google ad words


Sample areas of future AirPlus Social Media

growth:

Global & regional Marketing – “Glocal”

Global Sales of all segments

Customer Service & Sales Support

HR - Recruiting / Retention / Trainings

Research/Business Development

IT


Tweetdeck – track & update all sites in one place



Ignoring it won’t make it go away….

If we want to know what’s ahead (future) –

we must watch the generation behind us.


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


Future Themes for Social Media


Mobile technology & development of

apps will continue at time-warp speed

Location-based marketing gains

traction

Increased “personalization” & the

“one log-in” concept

“Trusted” networking gains importance

Web-conferencing & telepresence

technology will improve & advance

More Security, new laws & regulations

will bring clarity


Social MEdia

Share your personality, NOT your

personal information!

Share your company’s philosophy,

NOT proprietary information!



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



Many thanks & let’s connect!

Rana Walker

AirPlus International, Inc.

[email protected]

www.linkedin.com/in/ranawalker

P. 60

mailto:[email protected]

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

marketing club of frankfurt presentation final

Business

social media

b2b marketing

b2b

b2b marketers

travel payment

wirefrom airplusairplus

staff promotion

b2b companies