Video: How Sabre Holdings motivated employees to engage with their community of fans

Building a community for your fans to connect and share feedback is a great way to keep customers talking about your brand.

In this video, travel technology company Sabre Holdings shares how they already had a growing community of airline customers — but they were missing an opportunity with their community members: employee engagement. The problem was that Sabre employees weren’t motivated to participate because they viewed it as “extra work,” so Sabre came up with the solution to energize everyone: The Great Community Race.

Sabre Holdings’ Manager of Community Marketing & Engagement, Susan Via, and Product Marketing Manager, Lorie Robinson, explain in this case study how they used “The Race” to excite employees over three months to engage with customers through both on- and offline channels. They share the challenges, incentives, and key takeaways they learned throughout the program that led to a 200% increase in content posted in the community.

The video is from our sister brand SocialMedia.org‘s BlogWell conference series, and in it Susan and Lorie cover:

  • How to integrate community participation into employees’ daily workload
  • How to create an internal incentive program
  • How to secure executive participation to help motivate employees



PS: If you love this, join SocialMedia.org at the next BlogWell event in New York on September 12 or Los Angeles on December 5 – the event is focused on how big brands use social media, but there are always a ton of great lessons for word of mouth marketers too.

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