2011 TDS Asia Workshop - Facebook Engagement

Building Winning Social Media Campaigns on Facebook ric shreves, water&stoneSaturday, May 21, 2011

resources learn more: visit our website at http://waterandstone.com download the white paper: http://accounts.waterandstone.com download the presentation: http://accounts.waterandstone.com (look for the downloads link)Saturday, May 21, 2011

Today’s Topics Asia travel on Facebook Market Leaders Content Analysis Using Facebook effectivelySaturday, May 21, 2011

The 2011 Facebook Engagement Report focused exclusively on the Asia Travel Industry white paper produced for eyefortravel research conducted in April 2011 available free of charge via download from the water&stone websiteSaturday, May 21, 2011

overview of the report The report assesses 20 Asian Travel Brands on a variety of metrics related to activity and engagement on the social networking site, Facebook. The goal is to discern trends and patterns that deﬁne the market leaders’ use of this inﬂuential social media channel.Saturday, May 21, 2011

principal conclusions The last 12 months have provided huge growth in Facebook usage and Fan Base for the large brands. Use of custom tabs is still at relatively low levels. Brands are largely failing to leverage their social media efforts. Very few brands are taking advantage of the full interactive potential of the Facebook platform.Saturday, May 21, 2011

the top 20* brands AirAsia Malaysia Airlines Air New Zealand Mandarin Oriental Anantara Pan Paciﬁc Hotels Asiana Qantas Cathay Paciﬁc Shangri-La Dusit Thani Six Senses HPL Hotels Thai Airlines Jetstar Tiger Airways Karma Resorts Tune Hotels Korean Air Wotif * “top 20” refers to levels of engagement/activity on Facebook. The list above is alphabetical.Saturday, May 21, 2011

facebook users in Asia Indonesia 38,475,320 Philippines 21,523,360 Malaysia 10,508,200 Taiwan 9,168,620 Australia 9,721,920 Thailand 8,510,740 Hong Kong 3,658,020 South Korea 3,733,280 Japan 3,170,620 Indonesia has the second largest Facebook population in the world!Saturday, May 21, 2011

The Market Leaders on FacebookSaturday, May 21, 2011

a year of strong growth 2010 2011 Average # (median) Fan Pages per Brand 8 11 Most Common # (mode) Fan Pages per Brand 2 6 Average # (median) Fans per Brand 24,656 147,547 50% of our brands saw their fan base grow more than 500%Saturday, May 21, 2011

Number of Fans (“Likes”) AirAsia 1,322,243 Malaysia Airlines 355,073 Cathay Paciﬁc 204,920 HPL Hotels 185,629 Air New Zealand 166,703 Shangri-La 142,291 Tiger Airways 85,466 Jetstar 83,790 Mandarin Oriental 82,821 Wotif 56,511 Qantas 46,839 Thai Airlines 40,875 Karma Resorts 30,932 Asiana 30,835 Dusit Thani 29,630 Tune Hotels 28,159 Korean Air 21,806 Six Senses 17,860 Pan Paciﬁc 9,948 Anantara 8,591Saturday, May 21, 2011

Growth since 2010 AirAsia 682 % Malaysia Airlines 537 % Cathay Paciﬁc 1,073 % HPL Hotels 440 % Air New Zealand 531 % Shangri-La 534 % Tiger Airways 899 % 2,700 % Jetstar 430 % Mandarin Oriental 2,677 % Wotif 233 % Qantas 376 % Thai Airlines 622 % Karma Resorts Asiana 4,376 % Dusit Thani Tune Hotels Korean Air 72 % Six Senses Pan Paciﬁc 409 % AnantaraSaturday, May 21, 2011

How many fan pages? 6 12 18 24 30 Six Senses 28 Mandarin Oriental 25 Shangri-La 23 Pan Paciﬁc 18 Dusit Thani 17 Air New Zealand 16 HPL Hotels 14 AirAsia 12 Cathay Paciﬁc 12 Thai Airlines 9 Anantara 7 Korean Air 7 Tune Hotels 6 Karma Resorts 6 Qantas 6 Jetstar 5 Malaysia Airlines 5 Asiana 2 Wotif 2 Tiger Airways 1Saturday, May 21, 2011

How are they using it?Saturday, May 21, 2011

Default tab usage 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Photos 98% Discussions 57% Notes 50% Events 47% Video 33% Links 20% Polls/Questions 14% Reviews 12%Saturday, May 21, 2011

custom tabs Third-party applications take many forms Games Contests Enhanced/Extended Content iFrames Less than 50% of the Pages surveyed employed custom tabs.Saturday, May 21, 2011

“welcome” pages Set the tone Inﬂuence the user’s path on the pageSaturday, May 21, 2011

“reveal” pages Easy way to help inspire people to like the page. Couple call to action with an incentive. Simple code; mostly a matter of design.Saturday, May 21, 2011

customer service An emerging area Receiving little attention from brands in Asia Chance to be a market leaderSaturday, May 21, 2011

human resources Hiring Training Purpose-built Fan PagesSaturday, May 21, 2011

information Announce new products & services. Provide product detailsSaturday, May 21, 2011

bookingSaturday, May 21, 2011

new tech: iFrames Build richer pages “Own” your content Control icons in menu area Few ﬁrms are using these!Saturday, May 21, 2011

Leveraging social media 1% 2% 3% 4% 5% 6% Twitter 6% YouTube 5% RSS 2% Flickr 1% FourSquare 1%Saturday, May 21, 2011

YouTube 3rd party apps Involver, most popularSaturday, May 21, 2011

RSS Bring in your blog, or your corporate news feed Drive trafﬁc out to your siteSaturday, May 21, 2011

Twitter Display your Twitter feed inside your Facebook Fan Page Uses 3rd party app Involver, most popularSaturday, May 21, 2011

foursquare Display your foursquare listing Shows tips from visitors Shows the Mayor 3rd party widgetSaturday, May 21, 2011

Use of interactive promotions 1% 2% 3% 4% 5% 6% 7% 8% Contests 8% Bookings 8% Facebook Only Specials 4% Games 1%Saturday, May 21, 2011

promotions Set it as the landing page to keep this in the forefront. Multiple promo tabs may distract Provide call to actionSaturday, May 21, 2011

contests No need to use a third-party app...Saturday, May 21, 2011

apps Not widely used - probably due to expense Airlines are the only segment producing apps in this survey Most are gamesSaturday, May 21, 2011

Lessons learned Execute campaigns across channels Integrate selling tools into Facebook Increase interactivity to build fan base and increase page views Integrate your other social media channels Implement iFrames Offer Facebook-only promotions Be present & active to engage fans Don’t silo your social media!Saturday, May 21, 2011

thank you! ric shreves waterandstone.comSaturday, May 21, 2011

resources learn more: visit our website at http://waterandstone.com download the white paper: http://accounts.waterandstone.com download the presentation: http://accounts.waterandstone.com (look for the downloads link)Saturday, May 21, 2011

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2011 TDS Asia Workshop - Facebook Engagement

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