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Facebook's Neasa Costin's presentation from WTM Social Travel Market

Facebook's Neasa Costin's presentation from WTM Social Travel Market

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stm 2012 facebook neasa costin stm 2012 facebook neasa costin Presentation Transcript

  • FACEBOOK: HOW TO USE IT IN TRAVELNeasa Costin - Facebook
  • Agenda• Travel is inherently social• How people are talking about your travel company• Steps to Success• Case Study@socialtrav ,#STM2012
  • Why is Facebook the BESTplatform to promote Travel?
  • 1BILLION 58% return dailyMONTHLY ACTIVE USERS
  • Source: Facebook Internal Data, Mar 2012
  • the world has changedHow we consume media is rapidlychanging too …
  • The amount of data we process daily isincreasing We turn to our friends to filter this information Friends Interests Friends´interests
  • The web is being rebuilt around people. No advertising has more impact than the opinion of friends and family Friends Interests Friends´interests
  • People are extremely engaged on Facebook… 85% of people on Facebook are content creators 5.5B stories posted every day (worldwide, average)Source: Facebook internal data, June 2012.
  • These conversations are happening on amassive scale
  • Information Stories 42% 60% 83%milestones posted on trust a travel factor online opinionspeople’s timelines are recommendation from into their travel decisions about travel friends and family
  • Conversations about travel occur on Facebook … 2/3Share holidays plans on FacebookSources: Forbes (July 2012), Mashable (March2012)
  • Conversations about travel occur on Facebook … Over 50% Say that seeing friends’ vacation pictures inspired them to book a trip to that destinationSources: Forbes (July 2012), Mashable (March2012)
  • Conversations about travel occur on Facebook … Over 70% Update their status and/or share photos while on holidaySources: Forbes (July 2012), Mashable (March2012)
  • Conversations about travel occur on Facebook … Over 50%Like pages specific to a vacation
  • These conversations are happening across the whole travel cycle 59% post a 76% post vacation Facebook status photos to a social about an upcoming network when they vacation get back I dream 55% like a vacation specific page when 52% like Facebook they get back pages specific to an upcoming vacation I’m back I plan 40% post online reviews 70% update their status I’m there I travel 46% check in to a 72% post vacation photos location to a social networkSource: Mashable, March 2012
  • Steps to Success
  • CONNECT with more of the right peoplemore effectively online and on mobileENGAGE people and build relationshipswith lightweight interactionsINFLUENCE your advocates and let themdrive word-of-mouth at scaleINTEGRATE the social element into yourbusiness and becoming social-by-design
  • Reach the right people more efficiently with more accurate ad targeting Broad campaign Narrow campaign accuracy accuracy 95% 90% 72% 25% 60% cost cost savings savings 35% Online Facebook Online Facebook average averageSource: Nielsen OCR, October 2011.
  • Social ROI
  • Introducing 4 new products for driving results Facebook Custom Audiences Exchange Mobile App Offers Install Ads
  • Facebook Custom AudiencesWe’re enabling marketers to find notonly the kinds of people they wantto talk to, but the specific peoplethey want to reach.
  • In a crowded Email marketing space…
  • How does it work? 1 2 5Audience segment Power Editor List of people interfaceCompany computer (emails, UIDs, 3Facebook system phone) 4 • Sign-up CTR up 43% • Cost per Lead down 30 % Company’s hashed Facebook’s hashed data data
  • Introducing: Facebook Exchange (FBX)
  • Volume Rest FacebFacebook serves ook25%Of the world’s display ad impressions(Comscore)
  • FBX – Facebook Exchange
  • Trials have shown great results TechCrunchMashable Bloomberg
  • Mobile
  • Reach people in more places with Facebook mobile 543M mobile monthly active users 67% YOY mobile monthly active user growthSource: Facebook 10Q, June 2012.
  • Your brand can be the core of our mobileexperience Full screen on mobile
  • Introducing: Mobile App Install Ads
  • Takeaways
  • Facebook drives business results moreeffectively More reach Better targeting Business results Monthly active users Broad campaign accuracy Across 60+ campaigns:1 billion 58% return daily 95% Across all 72% 5x+ platforms 25% ROI 3-5x 67% cost savings ROI YOY growth Online Facebook • 70% had 3x+ return on ad 543 Mobile average spend M • 49% had 5x+ return on ad spend
  • With thanks to our partners