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If Facebook were a country – it’d be 3rd in the world in population. Half the population is under 30 – that means they’ve grown up with a digital shadow and knowledge at their fingertips – and they’d rather lose their sense of SMELL than their technology!
It’s Global, it’s accessible 24/7 and it’s all in real-time. It’s fascinating how the offline interactions around the world are often very similar to the online interations (characteristics such as openness, etc.) Stories of colleagues reaching out to another via Facebook for assistance on a work issue is commonplace. My teeenage stepkids use Facebook messaging to collaborate on schoolwork. YouTube has become teaching aids – and in travel, if you haven’t been to the first class lounge at Virgin, or visited a certain destination – look at YOuTube as the hotel industry has become professionals at sharing videos to give you a peak.
USER_GENERATED Content is NO PUSH of content (web 1.0 vs. web 2.0)
Instead, UGC allow users to also generate the: News Feedback Ideas Compliments And Criticisms – allowing you to turn a negative into a positive in real time – with the whole world watching. This resonates because it feels genuine and nothing is easier to spot online than a fraud. You know all those glamorous and eloquent reviews you read about a resort/destination… you don’t trust them if they’re too perfectly written (by a marketing bot) and we like to see responsiveness from mgmt.
And Social is not just about Marketing – it’s other departments as well – Sales, HR (recruitment), IT, Legal and Customer Service
User-Generated Content via social: External: LinkedIn, Facebook, Twitter, etc. Inside the firewall: Yammer, Kona, etc. Personalization (traded for privacy) Gamification (Foursquare, etc.)
Data is something Travel Managers have – knowledge of the road is something travelers have – social sharing enables more productive, efficient and effective travel management
For many Social Media represents a Loss of Control – But what you gain – Transparency – is much more powerful.
Harnessing the positivity of social media – and the transparency – is very powerful your travel program.
The 2012 Travel Manager of the Year in North America is Michelle DeCosta – who implemented social media two years ago and has proven the ROI and become a benchmark in the industry. She implemented Yammer – an inside the firewall twitter-type solution – and outgrew it within a year and a half. They incorporated a global and company-wide system now named VOX – Voice of the People
Karoline won this year for her growing role in Deltek – including her advancement of social media internally through their travel Blog and new solution: KONA
She was successful and give the follOwing tips: Remember that upper management buy-in is essential for success Find internal champions to help aid the start Give positive reinforcement
Upper Management must support & participate Social not just Marketing – Customer Service, Sales, HR, IT, and Travel Dealing with different generations of travelers: Give Millennial’s instantaneous information or they will source it themselves – absorb & then share their knowledge and research Give older staff the logic behind – while finding internal champions and influencers Utilize video/multimedia in support of travel policy Provide positive reinforcement and public recognition
LinkedIn is a great source of professional networking and knowledge. Technology has changed but the same driving need to connect, share, learn and experience has not! Join the NATM group on LinkedIn and share knowledge. Social Media isn’t meant to replace these face-to-face meetings but rather, enhance them through continued information sharing outside the meetings.
For my notes http://www.smartling.com/2014/05/23/social-media-netherlands-biggest-players/
Social Media in Business Travel (NATM)
9 April 2015
Social Media in Business Travel
Social Media in Business Travel
by: Rana Walker
Build your Global, Online
Sphere of Influence via
Average Age of a Social Network User
41 Years Old
37 Years Old
44 Years Old
• Listen & engage in the conversation already occurring
• Steer policy, solicit feedback and conduct real-time
analysis to find efficiencies & strengthen travel program
• Build loyalty internally with your preferred suppliers &
• Effective crisis communications and duty of care
• Supplement face-to-face networking (example: this
• Gain empowerment and raise internal profile
• Source Apps for your business travelers
“Social” Corporate Travel Managers
1. Add new LinkedIn connections, give
recommendations/endorsements to build your sphere of
2. Join LinkedIn groups & contribute to the conversation (such as
NATM, GBTA,ACTE, your travel suppliers, etc.)
3. Work with your travel partners and their tools to create
engagement, build loyalty
4. Ask your travelers to share their social media profiles as a
communication alternative (safety/duty of care)
5. Source, share and recommend mobile travel apps - begin by
asking your travelers which mobile apps they are already using,
then share throughout the company
5 Easy To-Do’s For Today
Rana Walker - Wastyn
Social Media Evangelist and Consultant
GR&AT Management bvba
• Social media in the Netherlands has always been very popular. Research done in 2014 suggests that nine
out of ten Dutch citizens are active on social media. However, usage has changed a bit over time.
• Hyves used to be a very popular social networking site (SNS) in the Netherlands, followed by Facebook.
That same year Hyves was purchased by The Telegraaf Media Group, the biggest newspaper group in the
Netherlands, and that was the beginning of the end for them. At its peak, Hyves had over 10 million users,
of which 8.5 million users were Dutch. In 2011 the number of active users dropped 40%; this was the
decline of the biggest Dutch SNS.
• The number of people actively using social media in the Netherlands is currently spread across five major
international players: Facebook, YouTube, LinkedIn, Twitter and Google+.
– Facebook is still the biggest player in the Netherlands, with nearly 9 million active users and over 6
million daily users. Since 2013, the number of daily users has increased 22% and the number of
active users has increased 13%.
– YouTube is the second biggest SNS in the Netherlands, with 7.1 million active users and just over 1
million daily users. YouTube’s growth has stagnated somewhat; the number of active users has
stayed the same as in 2013 but there has been an increase of 22% in the number of active users.
– LinkedIn is far behind Facebook and YouTube, with just over 4 million active users and 0.3 million
daily users. Since 2013 the number of active users has increased 5%. However, the number of daily
users has decreased 25%.
– Twitter is also a big SNS in the Netherlands, with 3.5 million active users and 1.5 million daily users.
Since 2013, both of these categories have increased by 6%.
– Google+ shows the highest increase in users, with 3.3 million active users and 1 million daily users.
This is an increase of 65% for active users and 100% for daily users since 2013.
Characteristics of NL Social Media Users