Iabc seattle kristin-graham-expedia-smlessonslearned-2010

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IABCSeattle's combo event with SMBSeattle on May 20, 2010 was a huge hit. Fabulous presenter Kristin Graham(@tkristingraham), VP at Expedia, Inc., shared insights and lessons learned on their …

IABCSeattle's combo event with SMBSeattle on May 20, 2010 was a huge hit. Fabulous presenter Kristin Graham(@tkristingraham), VP at Expedia, Inc., shared insights and lessons learned on their experiences getting into social media, strategy, integrating with customer service, how they use social networking for recruiting world class talent and much more!

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  • 1. Social Media: Lessons Learned at Expedia from the Trenches Kristin Graham VP, Global Recruiting & Engagement Expedia, Inc. © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 1
  • 2. Today’s Topics • Expedia, Inc. – One company, many brands • Case study: Expedia.com • Social Media and Recruiting • Lessons Learned (along the way) © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 2
  • 3. Quiz! Which major airline has never put their inventory on an online travel agency? Southwest © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 3
  • 4. Quiz! Which national airline is actually named for a former acronym? QANTAS: Queensland And Northern Territories Air Service © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 4
  • 5. Who we are:  Largest online travel company in the world  Second largest travel company in the world  6,200+ employees worldwide  Expedia.com - 20+ sites and growing  Hotels.com - 70+ sites and growing  Egencia - corporate travel now in 20+ countries © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 5
  • 6. Lesson Learned #1 Less is more… ….Find what forum suits you/your company & spend quality time developing it © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 6
  • 7. Case Study: © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 7
  • 8. Lesson Learned #2 You don’t need an in-depth strategy to get started…. ….but you will if you want to raise your game © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 8
  • 9. Social Media Mission: Expedia.com All of Expedia’s social marketing activities filter through “Where You Book Matters” with a focus on our differentiating brand benefits. We must engage consumers through social media in ways that consistently enhance their booking and travel experience with helpful information and functionality - not gimmicks. © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 9
  • 10. Foundational Tactics Customer Service Support • Find and address customer service issues made public in social media channels • Mitigate reputational damage Twitter: • Use promotions and giveaways to generate interest Facebook • Develop custom tabs and channel exclusive content • Encourage users to share experiences to develop community YouTube • Favorites, playlists, design enhancements Expedia TripTips Blog • Provide editorial guidance to establish clear voice of expertise Expedia.com • Include easy access to social channels in prominent places © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 10
  • 11. How We Work Social Media Complements Multiple Areas of Enterprise Global External Customer Operations Bloggers Comments Crisis communication DBM PR Social inclusion Triage, content in emaildata synergy sharing Internal Bloggers Cast from around the org Advertising Customer Ops Ad inclusion, Social Triage and paid placement Media service Legal GSO Employee and Blog Moderation, Consumer policies, Hotel Reviews Copy right protection International Merch/PSG Search Offers and info, Social conversations Points of Sale appear in results + There are fewer site integration greater opps for geographic collaboration boundaries in social © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 11
  • 12. How We Work: Building the Foundation Objective Tactics Executed To Date Creation of Facebook, YouTube, Blog channels and Brand Building rebrand of Twitter. Launched and updated all social sites in tandem to rebranding. Produced monthly content calendar with input from advertising and PR. Protected brand reputation through customer service triage and domain/copyright registration Traffic & Transactions Published deals, offers and promos to Expedia.com through our social channels Drive awareness of existing Expedia tools Monitored/participated in consumer and competitive Traveler Insights conversations. © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 12
  • 13. We’ve got an app for that! © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 13
  • 14. Case Study: © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 14
  • 15. By Comparison © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 15
  • 16. Lesson Learned #3 Followers ≠ Success ….Find your love (and metrics) in the intangibles, too © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 16
  • 17. Lesson Learned #4 Don’t go it alone… ….Get people involved and let ‘em have fun! © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 17
  • 18. Case Study: Employee Blog © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 18
  • 19. The question of measurement: KPIs MEASURE Total Conversations  Tonal Sentiment /  Total Engagements User Generated Content (Cumulative) YouTube Views Facebook Fans/Friends Facebook Click-through Twitter Followers Twitter Click-through High Authority Convo © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 19
  • 20. They love us…. © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 20
  • 21. They love us not…. © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 21
  • 22. Noise Control or Reputation Management? © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 22
  • 23. Lesson Learned #5 Find your rock star attributes © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 23
  • 24. Building Your Brand – The Success of Trip Advisor Cities I’ve Visited app has 5+ M users © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 24
  • 25. Lesson Learned #6 It’s not just a consumer brand space… ….Reputation is an internal/external affair © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 25
  • 26. Case Study: @Expedia_Jobs © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 26
  • 27. Lesson Learned #7 Humor is subjective © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 27
  • 28. Travel @ Work © 2008 Expedia, Inc. All rights reserved. Confidential 28 © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 28
  • 29. Lesson Learned #7 Social media is organic…. …which means you simply can’t control everything © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 29
  • 30. User Generated Content: Employer Brand © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 30
  • 31. User Generated Content: Employer Brand © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 31
  • 32. Other Tidbits • Find advocates & partners  But err toward forgiveness not permission • To in-source or out-source  No right answer, but plenty of debate • Originality is great but plagiarism is faster  Learn from others and pick what works • There are no gurus  So just have fun and change as needed © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 32
  • 33. © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 33
  • 34. Questions? kgraham@expedia.com http://twitter.com/expedia http://twitter.com/kristingraham © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 34