Closing keynote for ACTE Asia Education Conference 2012 ACTE Global :: Association of Corporate Travel Executives http://www.odysseymediagroup.com/apn/Editorial-Associations.asp?ReportID=540049

1. Social Media For
the Corporate Travel Management industry
Closing keynote for ACTE Asia Education Conference 2012
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2. Sheer Reach
It’s size makes it impossible to ignore. 3
Relevance to You
Social media is a tool. Have you thought of it to drive policy compliance? 12
Pushing the envelope
What could you try today? 27
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3. Social media gains uplifting
YoY growth on major platforms are incredible
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Credit: Facebook

4. Platforms are extremely numerous
Every country differs in platform adoption
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Credit: Ogilvy

5. The web is being rebuilt around people
Seredipitious discovery is the name of the game
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Credit: Facebook

6. People are reorienting around mobile
Seredipitious discovery is the name of the game
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Credit: Google internal data based on a basket of 20,000 keywords

7. Mobile becomes the gateway to social
Seredipitious discovery is the name of the game
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Credit: Google

8. Social is also purchase preparation
The aggregated web is a crowd reviewing resource
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9. Mobile is also purchase enabler
Mobile is now beginning to be trusted as a payment gateway
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10. Mobile will be the new credit card
Loyalty cards, iOS6, Square, Paypal mobile, NFC—
mobile innovation is innovating exponentially
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Credit: Square

11. Sheer Reach
It’s size makes it impossible to ignore. 3
Relevance to You
Social media is a tool. Have you thought of it to drive policy compliance? 12
Pushing the envelope
What could you try today? 27
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12. You said:
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Credit: Survey conducted with ACTE members, edvarcl.com

13. You said:
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Credit: Survey conducted with ACTE members, edvarcl.com

14. You said:
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Credit: Survey conducted with ACTE members, edvarcl.com

15. You said:
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Credit: Survey conducted with ACTE members, edvarcl.com

16. Four faces of your traveller
Change advocate Intangibles wants
They crave the sense of empowerment. They want to Besides a salary, they have a laundry list of demands
have a say in what they consume that, if met, almost cements their tenure in your
company.
Technologically affluent Recognition gatherer
As digital natives, they are very comfortable with new Raised in active parent households, they crave
technology and are annoyed with old tech that only constant feedback and acknowledgements of their
serves to encumber their freedom and speed. work and achievements.
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17. Millennial traveller + Intangible motivation
Understanding their unique needs in terms of rewards is a huge
draw factor
Tangible Intangible
•Breeds entitlement mentality •Enhances employee compliance
•Short term motivator •Increases employee engagement level
•Cost multiplier •Low cost
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18. Turning compliance into a game
Inspiring duty of care in the millennial traveller through
intangible rewards and status
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25. Desired action can be incited
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26. Sheer Reach
It’s size makes it impossible to ignore. 3
Relevance to You
Social media is a tool. Have you thought of it to drive policy compliance? 12
Pushing the envelope
What could you try today? 27
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27. Try this: Facebook Group
A private group where non-sensitive traveler information is shared.
Work out in a sandbox environment, what is your company’s managed travel group’s comfort zone in terms of
data privacy and company policy.
Don’t rush into it with the big guns.
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28. Contacts
Edvarcl Heng
edvarcl@edvarcl.com
http://edvar.cl/edvarclfb
http://edvar.cl/edvarclinkedin
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