los angeles business travel association
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The merits of Social Media in Business Travel presentation delivered to the LA BTATRANSCRIPT
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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
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AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
iPhone apps reached
1 BILLION downloads
in about 9 months!
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AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
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AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. Los Angeles BTA / September 2011
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AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
Using Social Media
as a Corporate Travel
Manager
Los Angeles BTA / September 2011
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AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
The Wire…from AirPlus:
Survey of 147 Corporate
Travel Professionals from
the USA and Europe in
May 2011.
Los Angeles BTA / September 2011
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AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
Source: The Wire..from AirPlus June 2011Source: The Wire..from AirPlus, June 2011
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AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
Source: The Wire..from AirPlus June 2011
Source: The Wire..from AirPlus, June 2011
Los Angeles BTA / September 2011
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AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
Source: The Wire..from AirPlus, June 2011
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AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
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
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AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
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
P. 11Los Angeles BTA / September 2011
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AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
BTN Applauds Travel Managers Using Web 2.0 Platforms
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AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. P. 13Los Angeles BTA / September 2011
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AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.Los Angeles BTA / September 2011
@SAPIENT
By Michelle DeCosta
Global Travel Manager
SOCIAL
14
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AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
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
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AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
VOX – Sapient’s Social & Business Collaboration Tool (Jive)
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For Sapient:Social Media is a Virtual Water Cooler
S. 17Los Angeles BTA / September 2011
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!)
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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
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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!
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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
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AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
User-Generated Content:
NO PUSH of content.
Instead, users generate news,
feedback & ideas themselves!
S. 21Los Angeles BTA / September 2011
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AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
Traveler Access
(convenient)
OPEN network
(positive & negative
feedback)
Travel Champions
& Upper Mgmt
Support
The SWEET Spot!
S. 22Los Angeles BTA / September 2011
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AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
Trust is the #1 influencer of buying
decisions in the future!
It’s time to build your network &
sphere of influence!
S. 23Los Angeles BTA / September 2011
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AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. P. 24Los Angeles BTA / September 2011
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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
P. 25Los Angeles BTA / September 2011
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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:
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LinkedIn Pages
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AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. P. 28Los Angeles BTA / September 2011
A Search for Corporate Travel Manager yields: 207,797!
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AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. P. 29Los Angeles BTA / September 2011
Search Corporate Travel Manager in Greater LA: 5,811!
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AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. P. 30Los Angeles BTA / September 2011
Orange County BTA LinkedIn Group – Only 11 Members
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GBTA LinkedIn Group – 5,307 Members
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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
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AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
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
P. 33Los Angeles BTA / September 2011
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Why Facebook?
P. 34Los Angeles BTA / September 2011
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 :
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Supplier Example on Facebook:Airline Feedback Offers a Healthy Dose of Positive
P. 35Los Angeles BTA / September 2011
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GBTA on Facebook – Group Page and Events Page
P. 36Los Angeles BTA / September 2011
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Source: Twitter
200 MILLION.The number of tweets per day on Twitter.
P. 37Los Angeles BTA / September 2011
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AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
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
P. 38Los Angeles BTA / September 2011
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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:
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AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. P. 40Los Angeles BTA / September 2011
Tweets on Twitter Per Minute After the Japan Earthquake
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Twitter Useful in Crisis Communication Efforts
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AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. P. 42Los Angeles BTA / September 2011
US Embassy Encourages Social Media in Wake of Quake!
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AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
48
HOURS.The amount of video uploaded to
YouTube every minute!
P. 43Los Angeles BTA / September 2011
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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
P. 44Los Angeles BTA / September 2011
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Why YouTube?
P. 45Los Angeles BTA / September 2011
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:
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GBTA on YouTube : GBTATV
P. 46Los Angeles BTA / September 2011
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One YouTube example: Virgin Atlantic airline
P. 47Los Angeles BTA / September 2011
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Many thanks & let’s connect!
Rana Walker
AirPlus International, Inc.
www.linkedin.com/in/ranawalker
P. 52Los Angeles BTA / September 2011