How The Travel Corporation Amplifies Their Global Brands Through Employee Advocacy
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1 CASE STUDY: How The Travel Corporation Amplifies Their Global Brands Through Employee Advocacy April 10th, 2018 EyeForTravel San Francisco Digital Summit 2018
2 Dan Christian Chief Digital Officer The Travel Evan Lewis Head of Product Marketing 2
3 Today s Discussion 1. The Power of Employee Advocacy in Travel 2. Why TTC Chose PostBeyond 3. 3 Key Pillars for Success in Employee Advocacy 4. Prize Draw & Questions 3
4 Key Trends from the Conference CHALLENGES FOR TRAVEL BRANDS 1. Navigating the Digital Jungle Buyer Journey How to keep your brand top of mind during the Dreaming & Planning phases? 2. The Struggle for Organic Reach How to connect with buyers on social media and drive engagement on content? 3. Adding Value in the Self-Service Age How can travel agents and sales teams stay relevant and showcase their expertise? 4
5 77% of consumers are more likely to buy a product when when they hear about it from family and friends Source: Nielsen
6 Content shared by employees generates 24x more re-shares than content shared through brand channels Source: MSL Group
7 78% of sales professionals using social media in their sales process outperform their peers Source: Forbes
8 A little about PostBeyond... PostBeyond turns employees into social advocates. We make it easy for travel employees and agents to share company-approved content to their personal social networks. 8
9 9
10 POSTBEYOND S EXPERTISE IN TRAVEL 10
11 Benchmark Data TRAVEL VS OTHER INDUSTRIES PostBeyond has 80+ customers across 15+ different industries. Based on proprietary data from our employee advocacy programs, The Travel Corporation brands are in the top quartile of all PostBeyond customers for the following statistics: % of Users Sharing - Daily, Weekly, Monthly Total # of Company Shares - Annually Average Shares per Employee Total Earned Media Value Total Content Interactions 11
12 Why Does Employee Advocacy Work So Well in Travel? People who work in the industry are highly engaged and passionate about travel. Travel brand content is visual and experiencedriven, which prompts social sharing. Travel buying decisions are heavily influenced by personal connections on social media.
13 The Travel Buyer s Journey DIGITAL TOUCHPOINTS 13
14 Employee Advocacy turns your workforce into micro-marketers for your brand. It helps build trust, amplify reach and stay top of mind with travelers. 14
15 Why TTC Selected PostBeyond The Travel Corporation provides holidays and experiences of a lifetime. Our commitment is to consistently deliver outstanding service, experience and value to each and every customer. 1. Empower our team members to showcase the amazing travel experiences our guests are having in real-time 2. Showcase company culture our Best Kept Secret
16 16
17 3 Key Pillars for Success Training 1) TRAINING Employees had varying levels of social media expertise. To drive successful adoption and empower employee advocacy, we had to take care of the essentials including: Rewards & Recognition Content Enablement Social Media Basics - Guidelines Linkedin & Twitter Accounts Technology Training Sharing Best Practices Social Selling Techniques 17
18 TTC s Custom Training with PostBeyond 18
19 19
20 3 Key Pillars for Success Training 2) CONTENT To maintain engagement and help employees share the most interesting and relevant content with their audiences: Rewards & Recognition Content Enablement Industry & Brand news Travel tips and blog posts New product information Travel photos and videos 20
21 Insight Vacations & Hashtag Content #LuxuryGoldMoments #InsightMoments #WhereInTheWorld #Travel Tips Hashtag Impressions Total Engagement Unique Clicks #LuxuryGoldMoments 239,039 1,626 1,457 #InsightMoments 830,567 2,471 1,547 #TipTuesday 3.7M 31,478 29,289 #WhereInTheWorld 7.9M 33,343 26,618 21
22 3 Key Pillars for Success Training 3) REWARDS & RECOGNITION Rewards and recognition (WIIFM) are key to engaging employees and getting them excited about participating in advocacy programs, particularly when pushing major campaigns: Rewards & Recognition Content Enablement Leaderboard point system Monthly contests Shout-outs for top performers Badges and prizes for teams 22
23 Leaderboards & Contests
24 Success Metrics TTC BRANDS + POSTBEYOND 24
25 What s Coming Next IMPROVING OUR PROGRAMS Expanded our relationship to Uniworld Luxury River Cruises and introduced a new B2B Model for US Travel Agents Continuing to share best practices across brands Deeper dive on attribution + ROI 25
26 Prize Draw! Red-Eye Survival Kit
27 Questions?
28 Let s Connect! Dan Evan 28
29 Interested in learning more? Want a copy of this deck? Visit us at Booth 11 or at PostBeyond.com 29
30 Thank you!
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