Keeping Tabs on Travel and Facebook
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Keeping Tabs on Travel and Facebook Keeping Tabs on Travel and Facebook Presentation Transcript

  • Keeping Tabs on Travel and FacebookCompete ExplorationDecember 15, 2011
  • Today’s presenters Ryan Williams Director, Client Services, Travel Lincoln Merrihew Managing Director, Transportation Alyssa Maine Marketing Coordinator, Marketing at Compete2
  • Who we are and what we do • Founded in 2000, joined WPP/Kantar in 2008 • Passionate about understanding consumers to inspire great marketing • Fastest-growing operating company within Kantar in terms of revenue and new customer growth • World-class advertiser, agency and media clients • Strategic partnerships to enable marketing optimization and provide holistic view of consumers • Largest panel in the industry with 2.3 million US consumers3
  • Webinar logistics • Today’s webinar will be recorded. You will be emailed a link. • Please enter your questions in the Questions box. We will answer as many as possible at the end. • If you have technical difficulties, try logging back in or use a different browser • The Twitter hashtag for today’s webinar is #competeauto4
  • • Where Facebook and Travel Stand Today • Exploring The Value of a Facebook UserAgenda5
  • State of the Travel Industry Recovery in the hotel industry is slow but steady despite the weak economy, with ADRs up over 4% YoY in North America. The flight industry is not faring as well, with YoY declines in reported online bookings and significant increases in ATPs to offset higher costs. The car rental industry is seeing a surplus of cars as fleet management becomes increasingly difficult. Rental rates are down 21% YoY as a result.6
  • Vacation Intent is Up Despite Weak CC Trends • October’s consumer confidence index of 40.9 is the lowest it has been in 2 ½ years but November projections (not shown) push it back to 56 • While vacation intent is up, the means of travel (not shown) are shifting with intent to fly actually down 8% Oct vs. Aug and intent to drive up 8% Consumer Confidence and Vacation Intent (Feb’08-Oct’11) 60% 90 Read as: As of 80 Oct’11, 49% of 50% consumers 70 intend to take a vacation in the 40% 60 next 6 months, but the 50 consumer 30% confidence 40 index was at a 2.5 year low – 20% 30 41. Note, 90 is considered a 20 “healthy” index. 10% 10 0% 0 Dec-08 Dec-09 Dec-10 Oct-08 Oct-09 Oct-10 Oct-11 Aug-08 Aug-09 Aug-10 Aug-11 Apr-08 Apr-09 Apr-10 Apr-11 Feb-08 Feb-09 Feb-10 Feb-11 Jun-08 Jun-09 Jun-10 Jun-11 Vacation Intended (Left) Consumer Confidence (Right)7 Source: The Conference Board, Nov’11 Results 7
  • More of the IBP is Shopping for Travel • The share of the internet browsing population that shops for travel has increased, both in aggregate and across major travel lines of business • With the IBP also growing month to month (not shown), this means there are more consumers shopping for travel in 2011 than in the past 2 years Average Travel Visitor Share of IBP (2009, 2010, 2011 YTD) 33.5% 30.9% 29.2% 18.2% 17.6% 16.5% 14.3% 15.8% 12.4% 3.1% 3.6% 4.1% All Travel Car Rental Hotel Air 2009 2010 20118 8
  • And More of Those Shoppers are Booking • Book rates for the IBP have also improved vs. prior years, with nearly 5 of every 100 internet users booking some form of travel in 2011 Average Travel Booker Share of IBP (2009, 2010, 2011 YTD) 4.5% 3.8% 3.9% 2.3% 2.1% 2.1% 1.6% 1.3% 1.4% 0.7% 0.9% 0.6% All Travel Car Rental Hotel Air 2009 2010 20119 9
  • Bar is Set Low for Facebook Travel Services • Travel is consistently a hot topic of discussion and Facebook is often at the epicenter of those discussions. However, consumer expectations of Facebook travel services are low. • Across multiple categories, fewer than 10% of survey respondents indicated Facebook travel services would be better than existing online services Expectations for Facebook Travel Services (Survey: Jul’11, n=601, top 2 and bottom 2 box) Read as: Ease of Changing Reservation 6.2% of respondents Loyalty & Rewards indicate Facebook travel services would Trust w/PII be better than existing services Price & Fees with regard to Loyalty & FB Better Rewards Ease of Booking FB Worse programs Variety of Destinations Variety of Brands Ease of Research 0% 5% 10% 15% 20% 25% 30% 35%10
  • Facebook Engagement Metrics Down Since Sep’11 • Facebook made significant and controversial UI changes in September and shifts in user behavior on Facebook.com were immediate • While unique visitors are up slightly since the changes, core engagement metrics like page views and average stay have seen considerable decline Facebook Key Performance Indicators (May – October 2011) 10% Read as: Target has generated 7.4M 0% fans of its brand on Facebook as of 12/11/11 -10% UVs (MoM %) -20% Page Views (MoM %) Avg Stay (MoM %) Visits/Person (MoM %) -30% -40% -50% May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-1111
  • Social Media ROI Not Well Understood Many companies today are not measuring ROI for the money they spend on social media marketing, likely because they don’t have the tools to do so Brands are indicating they are not prepared for social media but most still plan to increase its use According to Compete, Facebook under-indexes for hotel shoppers when compared to the IBP • On average, only 8% of Facebook’s monthly unique visitors shop for hotels in the same month (16% for mapquest, 13% average for non-travel sites)12
  • Travel Sites Not Commonly Upstream of Facebook • Despite the potential for sharing travel related information on Facebook, travel sites as a category lag behind most every other web category as a source of traffic to Facebook Share of Inbound Referrals to Facebook.com, by Category (Upstream) (Oct’11) 4.4% Read as: 0.3% of sites immediately upstream of Facebook.com are categorized as Travel sites 2.4% 2.0% 1.4% 1.3% 1.1% 0.7% 0.6% 0.5% 0.4% 0.3% 0.2% 0.1%13
  • Travel’s Downstream Popularity Also Suspect • The same holds true for post-Facebook activity, with just 0.2% of sites immediately downstream of Facebook.com being Travel sites Share of Outbound Referrals from Facebook.com, by Category (Downstream) (Oct’11) 10.9% Read as: 0.2% of sites immediately downstream of Facebook.com are categorized as Travel sites 3.7% 3.3% 1.8% 1.4% 1.1% 1.0% 0.8% 0.6% 0.4% 0.2% 0.2% 0.0%14
  • • Where Facebook and Travel Stand Today • Exploring The Value of a Facebook UserAgenda15
  • Impact of Brand Page Interaction on Site Engagement Page Views per Unique Visitor +128% Visits per Average Time Unique Visitor Spent per Visit +90% +156% 70k Incremental Bookings in 60 Days16 Compete | Expedia Media Solutions – Exploring the Value of a Facebook User, November 2011 16
  • The “Like” Barometer • A year ago, Mashable.com published an infographic that showed 139 brands had over 1mm likes on Facebook, with Barbie and Lego quickly approaching 1mm • Today: • Barbie has 2.8mm likes with Lego at 1.3mm • The needle can move in a hurry • Expedia had 130k “likes” at the start of their FriendTrips campaign and over a million when it ended 2 months later • Brand success is tied to more than just “likes” – engaging with your fans and, more importantly, getting your fans to engage with you is as important as getting them to “like” you in the first place17 Compete | Expedia Media Solutions – Exploring the Value of a Facebook User, November 2011
  • Are “Likes” a Good Measure of Social Media Success? • Retail brands are the obvious leaders in volume of “likes” • This doesn’t necessarily mean Target and Best Buy have been any more successful with Facebook than Expedia or other travel brands Facebook Fans (Number of “likes” for each brand, as of 12/11/11) 7,420,162 Read as: Target has generated 7.4M fans of its brand 5,503,904 on Facebook as of 12/11/11 1,143,254 273,469 Expedia Delta Target Best Buy # of Likes (as of 12/11/2011)18 Compete | Expedia Media Solutions – Exploring the Value of a Facebook User, November 2011
  • A Facebook Fan’s Shelf Space is Limited • Over 60% of respondents indicated they “like” fewer than 6 brands • Showing up late to the game could mean access to fewer fans How many retailers and/or consumer product companies do you “like” on Facebook? (Survey: n=1,627) Read as: 0 10.4% 13.9% of survey respondents 1 7.8% indicated they “like” 5 2 11.5% retail/CPG brands on 3 11.5% Facebook 4 11.2% 5 13.9% 6-10 18.3% 11-20 7.4% 21-30 4.0% More than 30 4.1%19 Source: Compete Spring 2011 Online Shopper Intelligence Survey
  • Fan vs. Non-Fan • Brands commonly present a different welcome page to non-fans in hopes of capturing the all-powerful “like” • Same URL: www.facebook.com/target20 Compete | Expedia Media Solutions – Exploring the Value of a Facebook User, November 2011
  • Ongoing Conversation is Key • Smart brands don’t simply launch a promotion and leave it running forever • URL: www.facebook.com/expedia (screenshots from different dates)21 Compete | Expedia Media Solutions – Exploring the Value of a Facebook User, November 2011
  • Why Visit the Site When You Can Buy on Facebook? • More and more, brands are offering visitors the ability to initiate shopping and even complete the booking within their branded Facebook pages • The idea is ancient – be present when the consumer is ready to purchase22 Compete | Expedia Media Solutions – Exploring the Value of a Facebook User, November 2011
  • Major Campaign: Expedia FriendTrips • April 2011 • Expedia launched the FriendTrips game, the largest promotion ever hosted on Facebook • Expedia used this campaign to generate over 1mm “likes” • Roughly 85% of the aggregate monthly UVs to Expedia’s branded pages on Facebook (Jan-Aug’11) visited in April and May – the months of the active promotion23 Compete | Expedia Media Solutions – Exploring the Value of a Facebook User, November 2011
  • Major Campaign: Target Summer Fun Finder • June 2011 • Target’s Summer Fun Finder Facebook application launched • Extremely viral and engaging • 53% of the aggregate monthly UVs to Target’s branded pages on Facebook (Jan-Aug’11) visited in June and July – the months of the active promotion24 Compete | Expedia Media Solutions – Exploring the Value of a Facebook User, November 2011
  • Major Campaign: Best Buy Deal of the Day • August 2011 • Best Buy launched their “Deal of the Day” campaign, and promoted Facebook as one of the access points for these great deals • 42% of the aggregate monthly UVs to Best Buy’s branded pages on Facebook (Jan-Aug’11) visited in August – the month of the active promotion • The “Deal of the Day” is no longer promoted on Best Buy’s Facebook page25 Compete | Expedia Media Solutions – Exploring the Value of a Facebook User, November 2011
  • Consumers’ Facebook Brand Page Visits Up in 2011 • Consumers this year are 12% more likely than in 2010 to visit a brand’s official Facebook pages How often do you visit official Facebook pages of retail and/or consumer product companies? (Survey: At least once per month; 2010 n=3,061; 2011 n=3,269) +12% Read as: 27% of survey 27% respondents plan to visit a 24% brand’s official Facebook pages at least once per month, up 12% from last year Spring 2010 Spring 201126 Source: Compete Spring 2011 Online Shopper Intelligence Survey
  • Facebook Penetration is Strong for All Brands • 80-90% of brands’ unique visitors also visit Facebook in the same month • The share of brand.com visitors visiting the respective brand’s official Facebook pages is much smaller, but we’re still talking about significant volume Facebook Penetration (% of brand.com UVs that also visited Facebook.com in the same month, Jan-Aug’11) Read as: 14.6% 12.4% 13.9% 2011 YTD, 18.6% 86.1% of Bestbuy.com UVs also visited Facebook.com in the same month, but only 0.2% visited % Not Visiting Facebook Best Buy’s official 85.4% 87.6% 86.1% % Visiting Facebook Facebook pages 81.4% % Visiting Brand.coms Official 0.4% 0.1% 0.2% 0.2% Facebook Pages Expedia Delta Target Bestbuy27 Compete | Expedia Media Solutions – Exploring the Value of a Facebook User, November 2011
  • Big Opportunity to Better Engage With Your Fans • While a small % of your site visitors actually see your official Facebook pages in the same month, a much larger % of visitors to your Facebook pages hit your site • There’s still opportunity to better connect with your Facebook page visitors Facebook Brand Page UVs and Brand.com - Overlap (% of unique visitors to Brand.com’s official Facebook pages that also visit Brand.com, Jan-Aug’11) Read as: Only 43% of the 50% visitors to Target’s official Facebook pages 43% visited Target.com in the same month 30% 28% 2011 YTD Expedia Delta Target Bestbuy28 Compete | Expedia Media Solutions – Exploring the Value of a Facebook User, November 2011
  • Impactful Facebook Campaigns Drive Visitors • This month by month view into unique visitors to each brand’s official Facebook pages shows when different campaigns were launched • It is clearly possible to generate strong engagement with the right campaign Unique Visitors to Facebook Brand Pages (Number of unique visitors to Brand.com’s branded pages on Facebook, by month) 1,200,000 Read as: Expedia FriendTrips In Apr ’11, Expedia’s 1,000,000 official Facebook pages received over 800,000 1M UVs 600,000 Target Summer BestBuy DOTD Fun Finder 400,000 200,000 0 Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-1129 Compete | Expedia Media Solutions – Exploring the Value of a Facebook User, November 2011
  • Facebook Brand Pages Visitors Are Price Sensitive • Nearly 6 in 10 survey respondents indicated they visit a brand’s official pages in Facebook to gain access to sales and promotions Why do you visit official Facebook pages of retail and/or consumer product companies? (Survey: n=1,627) Read as: 56.2% of Keep up to date on sales and promotions 56.2% survey respondents indicate they visit a brand’s Learn more about a specific retailer 29.0% official Facebook pages to keep up to date on sales and promotions Appears in my news feed b/c a friend "likes" it 26.4% Let others know why I like a specific retailer 13.7% Connect with other people who like the retailer 13.6%30 Source: Compete Spring 2011 Online Shopper Intelligence Survey
  • Brand Page Visitors Are More Loyal • People who visit brand.com and that brand’s official Facebook pages exhibit a stronger sense of loyalty, allocating more of their category visits to that brand’s site • Upwards of 41% more in the case of Delta.com Brand.com vs. Category Visitation by Segment (Share of category visits allocated to brand.com, by segment, Jan-Aug’11) 56.6% 56.1% Read as: Of people who 48.1% visited 48.0% Delta.com and Delta’s official 40.1% Facebook pages 38.4% in 2011, their Delta visits accounted for FB 57% of their 25.4% total air supplier BFB visits over the 21.8% same period 25% 41% 16% 17% Expedia Delta Target Bestbuy31 Compete | Expedia Media Solutions – Exploring the Value of a Facebook User, November 2011
  • Facebook Brand Pages Visitors Are More Engaged • Generally, people who visit a brand’s official Facebook pages visit the respective brand.com site more often Visits per Monthly Unique Visitor (Brand.com visits per UV by brand, by segment, Jan-Aug’11) Read as: 5.3 People who visited both Delta.com and Delta’s official Facebook pages had 5.3 visits 3.5 per UV on Delta.com, 2.9 NFB 139% more than 2.9 general FB Facebook 2.1 2.2 BFB visitors who also 1.8 1.8 visited 1.7 1.7 1.7 Delta.com 1.5 90% 139% 69% 63% 7% 5% 19% 6% Expedia Delta Target Best Buy32 Compete | Expedia Media Solutions – Exploring the Value of a Facebook User, November 2011
  • Facebook Brand Pages Visitors Are More Engaged • It’s not just the variance in frequency of visits – we also see lift in actual brand.com page views by those who have also visited the brand’s official Facebook pages Page Views per Monthly Unique Visitor (Brand.com page views per UV by brand, by segment, Jan-Aug’11) Read as: 79.1 People who visited both Delta.com and Delta’s official Facebook pages had 79 page 52.4 views per UV on Delta.com, NFB 187% more than general FB Facebook 31.6 BFB visitors who also 30.3 27.5 visited 24.7 26.0 23.0 Delta.com 128% 204% 15.4 13.2 12.8 9.1 105% 130% -7% -5% 45% 20% Expedia Delta Target Best Buy33 Compete | Expedia Media Solutions – Exploring the Value of a Facebook User, November 2011
  • Facebook Brand Pages Visitors Are More Engaged • Time spent per visit to brand.com shows a similar increase for those who have also visited a brand’s official Facebook pages in the same month Time Spent per Visit (Minutes spent on brand.com per visit by monthly UV, by brand, by segment, Jan-Aug’11) 64.8 Read as: People who visited both Delta.com and Delta’s official Facebook pages spent 65 minutes per visit 38.7 on Delta.com, NFB 136% more than general FB 27.5 Facebook 25.2 25.4 BFB visitors who also visited Delta.com 16.0 15.1 14.7 156% 157% 11.4 10.3 9.4 9.1 123% 61% -5% -8% 21% -11% Expedia Delta Target Best Buy34 Compete | Expedia Media Solutions – Exploring the Value of a Facebook User, November 2011
  • Facebook Brand Pages Do Influence Purchase • 3 of every 4 surveyed respondents indicated a brand’s official Facebook pages had at least some influence on their purchase decision How influential have Facebook pages been on your decision to purchase products from those retailers? (Survey: n=1,627) 32.9% 22.5% 21.7% 16.7% 6.2% 156% 157% 123% 61% -5% 5-8 21% -11% Not at all influential Influence Extremely influential35 Source: Compete Spring 2011 Online Shopper Intelligence Survey
  • Brand Page Interaction Leads to Increased Conversion • Consumers who engage with both a brand’s website as well as that brand’s official Facebook pages show a much stronger propensity to book Lift in Brand.com Conversion – FB Segment vs. BFB Segment (Lift in average monthly conversion rates between different segments) Read as: People who Bestbuy 37% cross-visited Target.com and Target’s official Facebook pages were 69% more Target 69% likely to convert on Target.com than general Facebook visitors who also visited Delta 57% Target.com 156% 157% 123% 61% Expedia -5% 5-8 21% -11% 107%36 Compete | Expedia Media Solutions – Exploring the Value of a Facebook User, November 2011
  • Impactful Facebook Campaigns Drive Visitors • This month by month view into unique visitors to each brand’s official Facebook pages shows when different campaigns were launched Unique Visitors to Facebook Brand Pages (Number of unique visitors to Brand.com’s official Facebook pages, by month) 1,200,000 Read as: Expedia FriendTrips In Apr ’11, Expedia’s 1,000,000 official Facebook pages received over 800,000 1M UVs 600,000 Target Summer BestBuy DOTD Fun Finder 400,000 200,000 0 Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-1137 Compete | Expedia Media Solutions – Exploring the Value of a Facebook User, November 2011
  • Can Facebook Campaigns Drive Conversion? • It is clear the Expedia FriendTrips game not only sparked visitation to Facebook but also accounted for a much more significant portion of Expedia’s total bookings • The success touched multiple lines of business as well – specifically Hotel Purchase Patterns of Visitors to Brands’ Official Facebook Pages (Bookings on brand.com by UVs to that brand’s official FB pages, as % of total brand.com bookings 3.5% Read as: In Apr ’11, 2.2% 3.0% of Expedia’s total monthly bookings were Expedia FriendTrips 2.5% made by people who also visited Expedia Domain Expedia’s 2.0% Expedia Flight official Facebook pages Expedia Hotel 1.5% Delta Target 1.0% Target Summer Bestbuy Fun Finder 0.5% BestBuy DOTD 0.0% Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-1138 Compete | Expedia Media Solutions – Exploring the Value of a Facebook User, November 2011
  • The Upside for Some Brands is Significant • Expedia’s opportunity amounts to incremental booking growth of 2% • 1% for Target and Best Buy Opportunity (Incremental online purchases with 100% overlap between Facebook brand pages and brand.com, Jan-Aug’11) 93,151 Read as: If 100% of the visitors to Expedia’s official Facebook pages also visited Expedia.com, this could have generated over 93k incremental bookings Jan- Aug’11 23,796 18,383 156% 157% 123% 61% 5,218 -5% -8% 21% -11% Expedia Delta Target Bestbuy39 Compete | Expedia Media Solutions – Exploring the Value of a Facebook User, November 2011
  • Ten Tips to Building a Brand Worth Liking on Facebook • People want to believe there’s value in “liking” your brand. Offer exclusive content,1. Give Your Fans What They Want discounts, etc, but keep it relevant to your brand. 2. Crowdsource Your Website • Another way of staying relevant to your customers is to ensure promotions on your Content website are relayed on your Facebook pages as well.3. Encourage People to “Like” Your • Encourage potential fans to “like” your brand by hinting at additional content or Brand promotions to which they’ll have access after “liking” you. • Keeping your brand presence simple is increasingly important as time-spent 4. Don’t Dilute Your Own Content metrics on Facebook decline. Too many sub-pages or links could distract your fans. • Considering a consumer’s shelf-space is limited, you should view this as a 5. Be Persuasive, Not Pushy privilege. Be suggestive in your sales pitches, but not pushy. • Make it easy for users to access your website from your Facebook pages. The 6. Link to Your Website likelihood of converting a fan to an actual customer will increase substantially. • By enabling communication between your fans, you empower them to speak on 7. Create Conversations behalf of your brand, leveraging the power of positive word of mouth.8. Keep Your Tone Social But Brand- • Be careful not to be too serious in your communication or risk taking on a lecturing Appropriate tone with your fans. Communication should be light and fun but brand-appropriate. • Keep your brand presence on Facebook fresh and encourage social sharing by 9. Engage With Your Fans giving your fans something to do, talk about or send to friends.10. Feature Contests, Sweepstakes, • Now that you have thousands if not millions of fans of your brand, think of unique Games, etc. and inspiring contests that encourage sharing beyond your existing fan base.40
  • Questions? Thank You. •Ryan Williams •Lincoln Merrihew •Director, Client Services •Managing Director, Transportation •rwilliams@compete.com •lmerrihew@compete.com •206.226.9082 •617.933.562941