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Concur Technologies Social Media Strategy 2012. K. Bacon, K. Binczewski, P. Fleischer, S. Greenberg. Integrated Travel & Expense: Better Together. Simplify Business Travel Expenses Automate Expense Reports Review, Approve, Audit Expense Reports Report and Analyze. Social Media Presence

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Concur technologies social media strategy 2012

Concur Technologies

Social Media Strategy 2012

K. Bacon, K. Binczewski, P. Fleischer, S. Greenberg


Integrated travel expense better together
Integrated Travel & Expense: Better Together

  • Simplify Business Travel Expenses

  • Automate Expense Reports

  • Review, Approve, Audit Expense Reports

  • Report and Analyze


Social media presence a o march 2012
Social Media Presence a/o March 2012

Twitter total followers - 2,160

  • Facebook likes (formerly "fans") - 1,282

  • LinkedIn Concur Group members - 3,565

  • Website - Insights Blog total page views - 6,007

  • Flickr total monthly views - 1,955

  • YouTube total upload views - 33,099

  • 2012 Social Media Strategy Document produced by Social Media Manager & outside consultant to "expand the digital imprint of the company brand"


Fusion 2012
Fusion 2012

  • Annual meeting attended by program administrators & travel managers Tuesday, May 8 - Friday, May 11

  • Scavenger hunt idea evolved to Fusion Wave - "creative, different, bold"

    • like the Fusion Wave comment on Concur's FB page

    • Make a comment on Concur's LinkedIn group about Fusion Wave

    • Tweet @Concur a photo of yourself & something or someone from Fusion

    • Complete 7 additional activities

    • Brilliant prize - admission to next year's event

  • Goals: increase ongoing interaction on FB & LinkedIn & event communication on Twitter







Outcomes
Outcomes

"Twitter was the darling of the show. Thanks to the hashtag #CF2012 we were able to see a great amount of pickup in participation and engagement."

"Linkedin had the greatest amount of Fusion Wave activity. People also seemed to connect with one another there. As expected, community was built and demonstrated on this channel."

"Also, while this year saw social media success at Fusion, without doubt more can be done next year. Bigger splash, greater presence. More participation. Stronger engagement."


Outcomes

Channel Growth Over 4 Days

The PerfectTrip (Twitter) +85% | 52 new followers

Concur (Twitter) +3% | 82 new followers

LinkedIn +1% | 41 new members

Facebook +3% | 42 new likes/fans

By the Numbers

12 : number of blog posts created (pre-event, event and post event)

179 : the number of @Concur mentions on Twitter

242 : the number of hashtag #CF2012 uses

41 & 25 : the amount of likes & comments on LinkedIn during Fusion

307 & 3 & 5 : the amount of likes & comments & shares on Facebook content

during Fusion

269 : number of photos uploaded to Flickr by Concur

27,234 : number of photo views on Flickr


Learnings recommendations
Learnings/Recommendations

  • Earlier planning

  • Fewer activities/less complexity

  • Time consuming and complicated to track activity

  • Comprehensive and visible support of the campaign during Fusion

  • Reusable hashtag

  • Leverage interest in Facebook photos

  • Greater engagement of executives

  • Content strategy for speakers' presentation

  • Pre-planned tweets

  • Face of Fusion on Twitter, a real identity, personalized


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