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HowtoGetMoreMileageOutofYourData:UseBrandedResearchtoEngageBuyers

GBTABusinessTravelerSentimentIndexCampaignbyAmericanExpress

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MY TRIP HERE

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INTERESTS + VALUE = OPPORTUNITY

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CHALLENGE

•Relevant to our audience•Global•Aligned•Flexible

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GBTA BUSINESS TRAVEL SENTIMENT INDEX

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THE ROLE OF CONTENTRaw Data

White Paper

Article Video Article 2 List Field Tool

Audiences

Two-Way Conversations

Long Form

Research

Channels

Short Form

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RESEARCH FOCUSED

25%

16%

15%

14%

13%

12%

5%

Trip Experience & FrictionExpense TrackingTravel Mgmt PolicyBusiness Travel SafetyCorporate/ Macro EnvironmentTechnology for Business TravelSocial Media Experience

Index Components

800+Quarterly

Respondents

Long Form

Short Form

Research

Audiences

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FEATURED CONTENT

Long Form

Short Form

Research

Audiences

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FEATURED CONTENT

IdentifyingWithToday'sBusinessTraveler,AmericanExpress,2015

Long Form

Short Form

Research

Audiences

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FEATURED CONTENT

IdentifyingWithToday'sBusinessTraveler,AmericanExpress,2015

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FEATURED CONTENT

HelpFuture-ProofYourBusinessWithInsightstotheTraveler'sJourney,AmericanExpress,2015

Long Form

Short Form

Research

Audiences

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FEATURED CONTENT

TheRealitiesofManagingTravelPolicies,AmericanExpress,2015

Long Form

Short Form

Research

Audiences

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FEATURED CONTENT

ProductToolkit,AmericanExpress,2015c

Long Form

Short Form

Research

Audiences

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THE ROLE OF PLATFORMS

OWNED PARTNER PAIDEARNED

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OWNED & PARTNER CHANNELS

240%Content Hub

Unique Section Visitor Increase

YoY

43%Above

Benchmark Organic

LinkedIn ER

#5Downloaded

Insight Tool by Sales & Account

Mgmt

30%Higher Email

Open Rate

Business.americanexpress.com,2015Results

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PAID CHANNELS

50%Above

BenchmarkSponsored

LinkedIn ER

25%Above

Benchmark SponsoredTwitter ER

AmericanExpressGlobalCorporatePayments,PaidSocialCampaigns,2015

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EARNED CHANNELS

100M+Impressions

BE OK WITH “DIFFERENT”SELL IT INTERNALLY

LESSONS LEARNED(MORE LIKE “I WISH I HAD KNOWN”)

THE SURVEY IS NEVER “FINAL”

Learn from your findings, check the pulse of your social channels and customers – what else are they

interested in? And reiterate.

Before executing 10 whitepapers and 20 infographics, sell your strategy to

your legal team and your Field partners, it’s a lot easier to get buy-in

if they reviewed the concepts

Try different forms of content, even if they are not “traditional” in your space, chances are your customers

will find it different and will engage more

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THANK YOU!

pablotrivero

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