Business impact of social media i com rome 2012

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  • 1. Business Impact of Social Media iCOM Rome 2012 Janice Chan Starwood Hotels Asia Pacific©2012 STARWOOD HOTELS & RESORTS WORLDWIDE, INC. | Proprietary & Confidential
  • 2. Starwood’s Facebook Presence Reputation Management Impact 2 3000+ / month responses to questions and crises
  • 3. Barge into Bangkok. Regal Readiness. Isn’t this photo fabulous? Makes us want to be in Bangkok right now!Based on last 100 Offers Branding 3 posts
  • 4. Branding ImpactAvg 15,000 Impressions / PostAvg 5,000 People Talking About This A WeekSocial Engagement Index = Engagement Rate +Consumption Rate + Virality + Fan AcquisitionStarwood Travel Exclusives SEI = 5 4
  • 5. Driving Conversion Thru Social Booking isUser sees content tracked by on Facebook Clicks on a Link Makes a booking Omniture®Page or Newsfeed Clicks on this Facebook Link 5
  • 6. Driving Conversion Thru Social Ad UnitsTargeting• Tier 1 cities throughout Asia Pacific• Interests: Luxury, Travel• Specific Verticals (Education, Company)• Age: 28+• CPCAd UnitsDirect Response• Sponsored Posts ~$3.72 / 1000 Impressions (CPC)Fan Acquisition• Sponsored Stories ~ $1.21 / Fan• FB Market Place Ads ~ $1.20 / Fan 6
  • 7. Facebook as Ad Network 7
  • 8. Facebook as Ad NetworkNow: Atlas cookies• Demo 25-45, geographic• Keyword in status updates targeting – resorts, hotels, holidays, travel• Geo: Thailand, Singapore, India, Japan, Malaysia• Best Markets TH & SG R:E 20+• CPC buysFuture: Facebook cookies• Placement of publisher tags in booking confirmation page using BrightTag• Publisher optimizes on bookings 8