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eTravel 2013 - Dorianne Richelle - Facebook
eTravel 2013 - Dorianne Richelle - Facebook
eTravel 2013 - Dorianne Richelle - Facebook
eTravel 2013 - Dorianne Richelle - Facebook
eTravel 2013 - Dorianne Richelle - Facebook
eTravel 2013 - Dorianne Richelle - Facebook
eTravel 2013 - Dorianne Richelle - Facebook
eTravel 2013 - Dorianne Richelle - Facebook
eTravel 2013 - Dorianne Richelle - Facebook
eTravel 2013 - Dorianne Richelle - Facebook
eTravel 2013 - Dorianne Richelle - Facebook
eTravel 2013 - Dorianne Richelle - Facebook
eTravel 2013 - Dorianne Richelle - Facebook
eTravel 2013 - Dorianne Richelle - Facebook
eTravel 2013 - Dorianne Richelle - Facebook
eTravel 2013 - Dorianne Richelle - Facebook
eTravel 2013 - Dorianne Richelle - Facebook
eTravel 2013 - Dorianne Richelle - Facebook
eTravel 2013 - Dorianne Richelle - Facebook
eTravel 2013 - Dorianne Richelle - Facebook
eTravel 2013 - Dorianne Richelle - Facebook
eTravel 2013 - Dorianne Richelle - Facebook
eTravel 2013 - Dorianne Richelle - Facebook
eTravel 2013 - Dorianne Richelle - Facebook
eTravel 2013 - Dorianne Richelle - Facebook
eTravel 2013 - Dorianne Richelle - Facebook
eTravel 2013 - Dorianne Richelle - Facebook
eTravel 2013 - Dorianne Richelle - Facebook
eTravel 2013 - Dorianne Richelle - Facebook
eTravel 2013 - Dorianne Richelle - Facebook
eTravel 2013 - Dorianne Richelle - Facebook
eTravel 2013 - Dorianne Richelle - Facebook
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eTravel 2013 - Dorianne Richelle - Facebook

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  • Goedemiddag!KijkenEmerceetravelaangekondigdZelf contact opgenomenEmercedacht, kom maar op dan!Hele dag binnenExpertsVoor de borrelHalf uur , ontzettendmijn best doenomjulliewattevertellen over de impact vn de verbondenreiziger
  • Dit ben ikOp FacebookMarketer en reizigerThuis 1 afspraak: zij die reizennemenkadoosmeeBelonenmoeder 2 dochters
  • Waaromwildeikgraagietskomenvertellen op ditcongres?Omdaterenormveelgebeurt op ditmomen in Travel- Spend groei
  • Online gedeeltegroeitOpkomendemarketrEuropa heeft de nummer 1 plek van de US overgenomenhierin.
  • Tegelijkertijdzijnookveelzakeneen commodity gewordenInformatie over locaties en wat het aanboddaar is, is eenvoudigtekrijgenPrijsinformatie is eenvoudigtekrijgenMerkloyaliteit is voorveelbdrijvenlastig
  • Tweedecomplicerende factor: het aankoopprocesLanger en met meerstappenOok de funnel is langerdanbij de gemiddeldeaankoop: Dromen, Plannen, Boeken, Ervaren en Delen.
  • Maar 1 ding is eenconstante: MensenreizenEn mensenzijn nu ook online tevindenEchtemensen, echteidentiteitgeen IP adres, geenemailadres,, Mensenzij de toekomst van online marketing
  • Mensenstonden van oudshercentraalbij de aankoopbesissing van reizenit's always been about friends people and word of mouthbefore we had any technology but it wasn't scalablewisdom of one (the expert)the wisdom of the algoritmthe wisdom of crowds (trip advisor)back to the wisdom of friends (more scalable)
  • Maar de schaalwaaropditgebeurt is welnieuw:Deschaal op FacebookEchtemensen, echteidentiteitGemiddeld > 250 vriendenQuiz: Wet iemandhoeveelerditvoor NL zijn? 8M Oh, en misschienwelactueel: hoeveeltiener van 13-18? 1,1M (>90% van alletieners in NL!)En % dagelijksinloggen in NL? 6M? Dusje kunt in NL op 1 dag ca 6 Miljoenuniekemensenbereiken. Dat is …… meerdan en i 2x zoveelalstijdens de Voice of HollandEn watdoen die mensendan de hele dag op facebook? Hoeveelfoto’s per maand ? 57M
  • Dit is wat de Nederlandsefacebookers per maanddoen. Geen Influencers5-6 vriendenetcDaarnaast liken zepagina’s, artiesten, merken, gevenzeaan in welkemuziek, film of hobby’s ze in geinteresseerdzijn,
  • Mensenpratenextreemveel over travel op FacebookDit is de impact van de verbondenreiziger:Foto’s van de afgelopendagen van mijnvrienden
  • 36% van alle online reizigersbezoekteen social network omeenbestemmingtehelpenkiezenVan de mensen die ditdoen, blijft maar 48% % bijhunaanvankelijke plan!
  • Plannen: 50%
  • 59& van de Facebook gebruikers post hunvakantieplannenop Facebook
  • 52% van de Facebook gebruikersgeeftaandatzeeenvakantienaareenplekgeboekthebben, omdatzegeinspireerdwaren door foto’s van vrienden op Facebook
  • 46% van de Facebook gebruikers check in op vakantie
  • 70% can Social Media gebruikersmakeneen status update en of/delenfoto;s op vakantieDit is watmensendoen op facebook. Zepratenerover, beinvloedenelkaar en zoekennaarinformatie en inspiratieZeplannen EN BOEKEN reizenDaarwil je eenonderdeel van zijn. Op het juiste moment, bij de juistemensen
  • Alle die data verwerkt Facebook voorveeldingen:GebruikproductenTevredenheidproducten.Testen van nieuweproductenEn ookwordenzevertaaldnaar targeting mogelijkhedenCustom AudiencesVerical audiencesFacebook Exchange
  • Erin already touched upon how much easier it is to reach specific audiences at scale with our platform, thanks to the data users share with us. What this also means is that our accuracy is better than other online platforms. Similarly to the TV example, if I want to buy a broad audience, say 18-54 year olds, then I can do so online by going to a large publisher. However, many of the users who actually see the ads will be outside that target group – Nielsen data from the US shows that figure to be about 77%. UK figures are not out yet but indications are that it is roughly comparable. Narrow the audience down to, say, 18-34 …
  • Dejuistemensen , op het juiste moment, en op de juistemanier
  • How we talkMany lightweight interaction. Mostly visualPeople loge to share Images can tell a whole story in the blink of an eye.“We process visuals 60,000 times faster than text”Source: JennManalo, Sr. Product Specialist, 3M Corp (not confirmed)With limited word count, a picture that tells a 1000 words goes far
  • Dejuistemensen, op het juiste moment, op de juistemanierEn via mobielThis is what photographer Michael Sohn witnessed at the recent election of Pope Francis.(you can read more here: http://www.petapixel.com/2013/03/14/a-starry-sea-of-cameras-at-the-unveiling-of-pope-francis/)
  • 1 in every 4 minutes on mobile in US is spent on Facebook, 33 minutes a day
  • Mobile heefteenplek in elkefase van Travel
  • PricelineTnooz, april 2013Among travelers booking flights via their iOS, Android and other mobile devices, Priceline found that:Mobile air bookers averaged 32 years of age while the average age of desktop users was 38.Nearly 50% of mobile air bookers purchased a one-way ticket.Mobile air bookers also paid, on average, $283 for their tickets – while desktop bookers paid $313.
  • “verbondenzijn” creertookheleandereinteressantekansen. Turkish airlineService desk met Social1 FTE op IP adressenvliegtuigen
  • En hotels, resorts, pretparken, musea, steden…….
  • Dit is de impact die je alsmerkkanhebben op de connected traveller.Het begintbij de juistedoelstellingen: busines of marketing oelstellingen. Fans zijnbelangrijk, engged users zijnbelangrijk en reach is belangrijk. Maar uiteindelijkgaatom de merk of product bekendheid, merkvoorkeur, en conversie. Verkoop van tickets, hotelkamers, mobile app installs, conversienaar online service .
  • Ennogeentje die ik van Tom Fishburnegeleendheb: Waarschijnlijkvertelikhiermijverhaalaandegenen die het allangweten.
  • Transcript

    • 1. Dorianne RichelleThe impact of the connected travelerTravel Marketing
    • 2. People travel more and spend more on travel:269 27423225528130331833434%38% 38%39%40%42%43% 43%30%35%40%45%50%0501001502002503003504002007 2008 2009 2010 2011 2012 2013 2014%OnlinesalesUSTravelMarket(US$B)Source: PhocusWright US Online Travel Overview, Twelfth Edition, Nov 2012Total US travel market (US$B)
    • 3. Online bookings also grow:2013 will be a record year. (So will 2014. And 2015.)Source: PhocusWright Middle East Online Travel Overview, Twelfth Edition, Mar 2013USLatAm East-EuropeEuropeAPACMiddle East10%15%20%25%30%35%40%45%50%2010 2011 2012 2013 2014Onlinetravelsales
    • 4. Complicating factor 1:Almost all aspects oftravel arecommoditized:Location, price, brand
    • 5. Complicating factor 2:Travel Purchase Path is Longer Than Any OtherCategorySource: Clickstream - Beyond last click: Understanding your consumers’ online path to purchase
    • 6. Peopletravelare the future ofonline marketing
    • 7. This is not new:VriendenVroegerAlgorithmInternetCrowdsUser generatedcontentVriendenSocialExpertsReisagenten
    • 8. 1.1BMonthly activeusers60%Log in daily6:33Average hours per monthon desktopSources: Facebook Q1, May 2013; ComScore, Feb 2013
    • 9. Stories shared each month: the NetherlandsSource: Facebook Internal Data, Feb 20131.1MILLION977THOUSAND20.2MILLION57.7MILLION26.8MILLION239.9MILLION480MILLION563.8MILLION
    • 10. 42% of stories on Facebook are travel experiences
    • 11. Dreamof online travelers visit socialnetworking sites to influencedestination selection36%Travel is inherently socialin every phase:
    • 12. 50%like pages specific to a vacationBas BlomBasPlan
    • 13. PlanPost a Facebook status update onan upcoming vacation59%
    • 14. BookOf Facebook users stated thatseeing friends’ vacation picturesinspired them to book a trip to thatparticular place52%Jorre Rienstra
    • 15. Check in while on vacation46%Experience
    • 16. Shareof social media users updatetheir status and/or share photoswhile on holiday70%
    • 17. Facebook offers rich targeting capabilitiesStandard demo/geographic• Age• Gender• Language/Country/City• BirthdayOther broad categories• Technology early adopters• New job• New serious relationship• Recently moved• Baby Boomers• Expecting parents• And many more…Mobile audiences• New smartphone users• By specific device• By mobile OS• Tablet usersTravel audiences (uponrequest)• Travel Behavioral, e.g. frequentflyers• Travel IntendersYour customers• Custom AudiencesTarget your own CRM lists:• Target your most frequenttravel customers• Target their Look-alikes• Target your Mobile appinstallers• Your website visitors (retargeting)Targetingoptions
    • 18. Facebook reach is highly accurateSource: Nielsen OCR US, October 2012Online average Facebook91%27%Online average Facebook94%77%Broad campaign accuracy Narrow campaign accuracy71%costsavings18%costsavings
    • 19. Social principlesWhy we talk:What we talk about:To make life easier.To build relationships.To help others.To craft our identity.Personal experiences.Other people.What’s around us.Feelings, not facts.
    • 20. Images can tell a whole story in the blink of an eyebecause they are processed a lot faster than text.
    • 21. Mobile is not a trend anymore:20132005
    • 22. Sources: Facebook Q1, May 2013; IDC May 2013751MMonthly active on mobile(global)16:07hours per monthon mobile (US only)14xsessions on mobile perday (us only)
    • 23. Book Experience SharePlanDreamMobile disrupts every phase of Travel:
    • 24. Mobile is quickly taking share of travel bookings0 3817260%5%10%15%20%25%30%35%40%45%0510152025302010 2011 2012 2013 2014Source: PhocusWright US Online Travel Overview, Twelfth EditionShare of OnlineShare of Total TravelUS Mobile Travel Gross Bookings (US$B)• By 2014, 8% of all travelsales will be booked viamobile phone• By 2014, 18% of all onlinetravel sales will be booked viaa mobile phone
    • 25. Being connected thru Mobile changes bookingbehavior:On Hotels.com,70% ofbookings arefor same day.Most of themdone after 2pm.Source: Tnooz June 2013
    • 26. WiFi connects and opens up ‘on air’ conversation:Source: Simplyflying
    • 27. Imagine the opportunity for airportsSource: Simplyflying
    • 28. Make sure to set the right objectives on yourFacebook activities: Business objectives15x• ROI usingFacebookExchange forselling hotelrooms10%• higher click-to-install rate thanother mobilebanner ads withFacebookMobile appinstall ads38%• more revenuefrom sellingairline ticketsthru 244.000Facebook Offersclaimed54%• ROAS onFacebook in aCross-mediacampaign,higher than anyother media• 15% higherorder value onFacebookbookings20%• increase onrevenue on thespringpromotionscampaign580%• Increase in mobileapp downloads inconcomitancewith Facebookcampaign

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