In their BlogWell New York presentation, Sabre Holdings' Manager Community Marketing and Engagement, Susan Via & Product Marketing Manager, Lorie Robinson, share how they are motivating employees to engage with airline customers through various on- and off-line channels.

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2. Sabre Holdings:
The Great Community Race
29 March 2011
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3. Elements Of Our Community
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4. Unique Online Community Channels
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5. Engaging Employees: How to Move the Needle
Goal:
Increase employee
engagement to
improve customer
experience
Challenge:
How can we motivate
busy employees to
participate?
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6. The Great Community Race
How It Worked:
• Assign 6 tasks each month
• Do minimum of 3 tasks to get
points
• Post completed tasks online
• Judges award points
• Bonus points available for
exceptional work or effort
• Winner named at annual
sales meeting
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7. AIR-RIVALS Task Examples
• Develop an engagement roadmap for 2011Q1
• Post two blogs on the Hub
• Conduct an online live chat session with customers
• Create a survey to poll customers on a topic of interest
• Confirm all business documents use branded templates
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8. Posting Progress on the Flight Blog
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9. Highest Flyers
Flying Ace Award
Highest cumulative score over the 3-
month contest (tie)
Winning Control Tower
Product suite with the highest average
score
Judges Award
Team with very high score and consistent
approach to community
Squadron Certificates
Teams new to community and
showcasing positive behaviors
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10. Measuring Success
Hard Numbers:
• 23 teams fully engaged
Overall, success! • 3,090 Portal content items
published, created or
modified (up 199% over
prior 3 months)
• Average blogs/month up
575%
• Portal accts increased 7%
• Hub accounts increased 9%
Intangibles:
• Teams more confident in
using community channels
• Content quality increased,
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11. Lessons Learned
A little fun goes a long way
An exciting theme tied to our brand got everyone involved
Executive involvement is key
Visibility of completed work and executive support made teams competitive
Teams liked being told what to do & given tools to do it
Assigned tasks and templates meant less analysis, more execution
We should have done this earlier
Earlier in our efforts, and earlier in the year
It’s not a one-for-one return
Just because we engage more, doesn’t mean customers will
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12. Next Steps
Implement community certification program
Similar to the Great Race, but lasts 12 months and is renewable annually.
Less about competition and more on building what the teams have started.
Strengthen our community interaction
Evaluate methods – similar to the Great Race – to increase Sales’ understanding
and participation
Develop detailed external social media plan
Decide how to best use Facebook, Twitter, LinkedIn, YouTube, for our business.
Implement guidelines and develop training for teams.
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13. For More Information
Susan Via
Manager, Community Marketing and Engagement
Sabre Airline Solutions
susan.via@sabre.com
Lorie Robinson
Product Manager, Sabre Community Portal
Sabre Airline Solutions
lorie.robinson@sabre.com
Sabre Airline Solutions, the Sabre Airline Solutions logo, Sabre Holdings and Sabre are trademarks
and/or service marks of an affiliate of Sabre Holdings Corp.
© 2011 Sabre Inc. All rights reserved.
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