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SMBSeattle/IABC Seattle: Expedia -Social Media Lessons Learned

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Kristin Graham, Expedia’s VP of Communications and Recruiting, shares insights and lessons learned from using social media to build community for their portfolio of global travel brands, which …

Kristin Graham, Expedia’s VP of Communications and Recruiting, shares insights and lessons learned from using social media to build community for their portfolio of global travel brands, which includes Hotels.com, TripAdvisor and Hotwire. See accompanying video at http://www.ustream.tv/channel/smbseattle. Be social. Follow us @SMBSeattle, fan us on Facebook , or join our LinkedIn group. This event co-hosted with IABCSeattle.

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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. 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 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 -depth strategy to get © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 8
  • 9. Social Media Mission: Expedia.com All of social marketing activities filter through 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. © 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 intangibles, too © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 16
  • 17. Lesson Learned #4 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. © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 20
  • 21. © 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 © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 24
  • 25. Lesson Learned #6 © 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 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