April 10th, 2018 | EyeForTravel San Francisco Digital Summit 2018

C A S E S T U D Y :

How The Travel Corporation Amplifies Their Global Brands Through Employee Advocacy

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Dan ChristianChief Digital Officer

The Travel Corporation

Evan LewisHead of Product Marketing

PostBeyond

@DanoDigital @evanlewis_

Today’s Discussion1. 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

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1. Navigating the “Digital Jungle” Buyer JourneyHow to keep your brand top of mind during the Dreaming & Planning phases?

2. The Struggle for Organic ReachHow to connect with buyers on social media and drive engagement on content?

3. Adding Value in the Self-Service AgeHow can travel agents and sales teams stay relevant and showcase their expertise?

Key Trends from the ConferenceC H A L L E N G E S F O R T R A V E L B R A N D S

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77% of consumers are more likely to buy a product when when they hear about it from

family and friendsSource: Nielsen

Content shared by employees generates 24x more re-sharesthan content shared through

brand channelsSource: MSL Group

78% of sales professionals using social media in their sales process outperform their peers

Source: Forbes

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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.

A little about PostBeyond...

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P O S T B E YO N D ’ S E X P E R T I S E I N T R AV E L

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

Benchmark DataT R A V E L V S O T H E R I N D U S T R I E S

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People who work in the industry are highly engaged and passionate about travel.

Travel brand content is visual and experience-driven, which prompts social sharing.

Travel buying decisions are heavily influenced by personal connections on social media.

Why Does Employee Advocacy Work So Well in Travel?

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The Travel Buyer’s JourneyD I G I T A L T O U C H P O I N T S

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Employee Advocacy turns your workforce into micro-marketers for your brand.

It helps build trust, amplify reach and stay top of mind with travelers.

“ 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

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.

“

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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:

• Social Media Basics - Guidelines• Linkedin & Twitter Accounts• Technology Training• Sharing Best Practices• Social Selling Techniques

3 Key Pillars for Success1 ) T R A I N I N G

Training

ContentEnablement

Rewards&Recognition

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TTC’s Custom Training with PostBeyond

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To maintain engagement and help employees share the most interesting and relevant content with their audiences:

• Industry & Brand news• Travel tips and blog posts• New product information• Travel photos and videos

3 Key Pillars for Success

2 ) C O N T E N TTraining

ContentEnablement

Rewards&Recognition

Insight Vacations & Hashtag Content

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#InsightMoments

#TravelTips#WhereInTheWorld

#LuxuryGoldMoments

Hashtag Impressions Total Engagement UniqueClicks

#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

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Rewards and recognition (WIIFM) are key to engaging employees and getting them excited about participating in advocacy programs, particularly when pushing major campaigns:

• Leaderboard point system• Monthly contests • Shout-outs for top performers• Badges and prizes for teams

3 Key Pillars for Success

3 ) R E W A R D S & R E C O G N I T I O N

Training

ContentEnablement

Rewards&Recognition

Leaderboards & Contests

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Success MetricsT T C B R A N D S + P O S T B E Y O N D

§ 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

What’s Coming Next…I M P R O V I N G O U R P R O G R A M S

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PrizeDraw!

Red-EyeSurvivalKit

Questions?

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Dan Christian@DanoDigital

Evan Lewis@evanlewis_

Let’s Connect!

Visit us at Booth 11 or at PostBeyond.com

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Interested in learning more?Want a copy of this deck?

Thank you!