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Social Media in Business Travel:Whygive a tweet?<br />17 March 2011 / Virginia Business Travel Association<br />P. 1<br />TBTA /17 March 2011<br />By: Rana Walker / AirPlus International, Inc. <br />

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The Social Media phenomenom<br />P. 2<br />TBTA /17 March 2011<br />

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Teens today do not know life without the Internet or mobile phones<br />P. 3<br />TBTA /17 March 2011<br />96% of Millennials have joined a social media platform(Source: socialenomics.com)<br />Only 11% of teenagers today use e-mail – they SMS/text & use social media instead (Source: Insights Consulting Study, 2010)<br />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)<br />Social media connections build your sphere of trusted influence – the most important factor for buying decisions in the future!<br />New technologies provide virtual, robust info accessible in real-time:<br />

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P. 4<br />TBTA /17 March 2011<br />Social Media is not simply fun and games - it’s smart business!<br />Two-sided conversations bring insight, clarity & understanding<br />Web 2.0 platforms allow for better collaboration & knowledge-sharing<br />Receive customer feedback without delay …and before it’s too late!<br />

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P. 5<br />TBTA /17 March 2011<br />Social Media Prism<br />

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Mapping the Social Internet– Harvard Business Review, July-Aug. 2010<br />P. 6<br />TBTA /17 March 2011<br />

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P. 7<br />TBTA /17 March 2011<br />The Wire…from AirPlus<br />

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P. 8<br />TBTA /17 March 2011<br />Business Travel & Social Media - The Wire…from AirPlus<br />

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P. 9<br />TBTA /17 March 2011<br />Social Media is evolving and changing the way we communicate and conduct business. <br />It’s benefits are external, internal and beyondour imaginations.<br />

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P. 10<br />TBTA /17 March 2011<br />If Facebook were a country, it would be the 3rd most populated in the world!<br />Only China & India are more populated – the USA is 4th<br />

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P. 11<br />TBTA /17 March 2011<br />Facebook Profiles<br />End of 2010: 585 Million<br />A growth of +74%<br />Beginning 2010:337 Million<br />Source: Facebook<br />

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Why Facebook?<br />P. 12<br />TBTA /17 March 2011<br />Utilize pictures of staff and events to show your company culture<br />Highlight CRS activities to show your company philosophy<br />Share research and knowledge – link to additional resources<br />Promote upcoming events to gain attention and attendance<br />Highlight partner activities to enhance relationships<br />Promote industry news, blog & comment to show your company as a thought-leader or with an opinion<br />Provide a place for employees to feel connected online. Inter-company relations provide a global virtual forum for staff<br />Utilize security settings to vary your communications to specific groups<br />Project a more human face to your company to 585+ million users:<br />

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Business Travel Suppliers on Facebook<br />P. 13<br />TBTA /17 March 2011<br />

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Social Commitment & Online Gaming<br />P. 14<br />TBTA /17 March 2011<br />

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P. 15<br />TBTA /17 March 2011<br />The amount of video uploaded to YouTube every minute!<br />

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YouTube statistics<br />P. 16<br />TBTA /17 March 2011<br />Today, YouTube alone uses the same amount of bandwidth as the entire Internet used in year 2000<br />YouTube receives more than2 billion viewers per day<br />YouTube is available in 19 countries and 12 languages<br />Half of YouTube’s users are 20 years old or younger - (the future generation)<br />You would need to live for approx. 1,000 years to watch all the videos currently on YouTube<br />Source: YouTube<br />

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Why YouTube?<br />P. 17<br />TBTA /17 March 2011<br />Customer testimonials are quite effective in video<br />Video blogs from your executives on:<br />the company activities/events<br />company financial results<br />industry topics<br />User tips/guides to your products – showcase products and tips for best in class use<br />Highlight events and philanthropic activities in an inspiring way<br />Marketing campaigns can go viral & obtain reach like never before<br />For the visual learners – seeing is believing:<br />

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One YouTube example: Virgin Atlantic airline<br />P. 18<br />TBTA /17 March 2011<br />

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P. 19<br />TBTA /17 March 2011<br />

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LinkedIn Worldwide<br />90M+ members in over 200 countries<br />CAN: 4%<br />EU: 22%<br />IND: 8%<br />USA: 52%<br />BRZ:2%<br />AUS: 2%<br />Source: LinkedIn<br />P. 20<br />TBTA /17 March 2011<br />

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LinkedIn Stats<br />P. 21<br />TBTA /17 March 2011<br />Management-level executives from all Fortune 500 companies have a profile on LinkedIn<br />LinkedIn receives almost 12 million unique visitors per day<br />+3M new members per month = over 1 new member per second<br />LinkedIn is available in 6 native languages – English, German, French, Italian, Portuguese and Spanish<br />80% of companies also use LinkedIn as a recruitment tool - Oracle’s CFO, Jeff Epstein, was headhunted for the position via his LinkedIn profile<br />Source: LinkedIn<br />

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P. 22<br />TBTA /17 March 2011<br />LinkedIn Pages<br />

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P. 23<br />TBTA /17 March 2011<br />GBTA LinkedIn Group<br />

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Why LinkedIn?<br />P. 24<br />TBTA /17 March 2011<br />Keep track of contacts throughout their career & job moves<br />Build trust and rapport – therefore, influence for you & your company<br />Excellent for recruiting/qualifying a candidate<br />Share research, take polls and glean knowledge <br />Join Groups for collaboration with your industry’s like-minded individuals – share your knowledge and ask for others’ input<br />Gain transparency through insights into connections, partners, competitors, staff<br />Professional networking platform to supplement to the face-to-face events:<br />

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P. 25<br />TBTA /17 March 2011<br />50 MILLION.<br />The number of tweets per day on Twitter.<br />That’s approximately 600 tweets<br /> per second!<br />Source: Twitter<br />

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A few Twitter Stats<br />P. 26<br />TBTA /17 March 2011<br />Over 60% of Twitter use is outside the U.S.<br />Twitter has more than 300,000 new users join every day<br />There are currently over 110 million usersof Twitter’s services<br />Twitter receives 180 million unique visitseach month<br />There are more than 600 million searches on Twitter every day<br />There are more than 50,000 third-party appsfor Twitter<br />More than a third of users access Twitter via their mobile phone<br />Source: Twitter<br />

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Why Twitter?<br />P. 27<br />TBTA /17 March 2011<br />Straight to the point, 140 characters only means no room for fluff<br />Detect industry trends and take polls/surveys in real-time<br />Terrific for customer service – make contact with end-user (not often possible in B2B environment)<br />Disseminate insightful information quickly and effectively<br />Share knowledge readily – while it’s still relevant<br />Glean and pass along other interesting industry news to show depth<br />Promotion of partner activities for enhanced relationships<br />Fast, efficient, economical and viral:<br />

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Examples of partner and industry interactions<br />P. 28<br />TBTA /17 March 2011<br />

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Recruitment & staff interaction!<br />P. 29<br />TBTA /17 March 2011<br />

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P. 30<br />TBTA /17 March 2011<br />Allow your staff to be your online brand ambassadors!<br />Establish social media guidelines & teach them how to share your already published public information!<br />

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P. 31<br />TBTA /17 March 2011<br />Staff promotion through Facebook!<br />

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P. 32<br />TBTA /17 March 2011<br />Staff promotion through LinkedIn!<br />

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P. 33<br />TBTA /17 March 2011<br />Staff promotion through Twitter!<br />

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P. 34<br />TBTA /17 March 2011<br />Social Media for use in business travel<br />Viral<br />Mobile<br />Global<br />Crisis Communication<br />Customer Service<br />Collaboration<br />

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P. 35<br />TBTA /17 March 2011<br />What we lose in control – we gain in transparency!<br />

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P. 36<br />TBTA /17 March 2011<br />Twitter per minute- within an hour after the Japan earthquake<br />

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P. 37<br />TBTA /17 March 2011<br />US Embassy encourages social media in wake of quake!<br />

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P. 38<br />TBTA /17 March 2011<br />Google reacts to Crises with Person Finder pages<br />

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P. 39<br />TBTA /17 March 2011<br />

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P. 40<br />TBTA /17 March 2011<br />Twitter for crisis communication – customer service interactions<br />

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P. 41<br />TBTA /17 March 2011<br />

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P. 42<br />TBTA /17 March 2011<br />Eurocontrol responds rapidly to the Ash Cloud chaos<br />

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Tweetdeck – track & update all sites in one place<br />P. 43<br />TBTA /17 March 2011<br />

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P. 44<br />TBTA /17 March 2011<br />Ignoring it won’t make it go away….<br />If we want to know what’s ahead (future) – we must watch the generation behind us.<br />

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P. 45<br />TBTA /17 March 2011<br />

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P. 46<br />TBTA /17 March 2011<br />

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Future Themes for Social Media<br />P. 47<br />TBTA /17 March 2011<br />Mobile technology & development of apps will continue at time-warp speed<br />Location-based marketing gains traction<br />Increased “personalization” & the “one log-in” concept<br />“Trusted” networking gains importance<br />Web-conferencing & telepresence technology will improve & advance<br />More Security, new laws & regulations will bring clarity<br />

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Social MEdia<br />Share your personality, NOT your personal information!<br />Share your company’s philosophy, NOT proprietary information!<br />P. 48<br />TBTA /17 March 2011<br />

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Suggestions for Twitter, LinkedIn & Facebook include:<br />Links to interesting online articles, other industry resources <br />Observationson travel industry trends & pain points for business travelers<br />Share your personality & always be genuine-a fraud is easy to spot online!<br />Ask questions, answer questions – share your expertise & knowledge!<br />Invitations to events & activities where you/your company will be present<br />Share your promotional activities, online contests, employee recognition<br />Highlight your CSR efforts<br />Link to your partner’s social media pages when they post something valuable<br />Ideas for posts on Social Media platforms<br />P. 49<br />TBTA /17 March 2011<br />

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Many thanks & let’s connect!<br />Rana Walker<br />AirPlus International, Inc.<br />rwalker@airplus.com<br />www.linkedin.com/in/ranawalker<br />P. 50<br />TBTA /17 March 2011<br />