Download to read offline
Uploaded byBTO Educational
BTO2017 | TEN - Facebook - Marco Grossi
Il documento discute l'importanza dell'intelligenza artificiale nel marketing del viaggio, evidenziando come il mobile e la personalizzazione influenzino le decisioni dei consumatori. Facebook sottolinea la sua filosofia di sviluppo del prodotto incentrata sulla creazione di valore per persone e imprese, mentre le soluzioni pubblicitarie sono progettate per aumentare le prenotazioni e migliorare l'esperienza del cliente. Infine, si enfatizza la necessità di una misurazione efficace per ottimizzare le campagne pubblicitarie e raggiungere gli obiettivi di business.
BTO2017 | TEN - Facebook - Marco Grossi
- 1. Intelligenza artificiale al serviziodel travel marketing M A R C O G R O S S I S E N I O R M A N A G E R I T A LY & S PA I N F A C E B O O K N O V E M B R E 2 0 1 7 Cattura l'attenzione in un mondo mobile
- 2. 4 miliardi di personein più
- 3. Non creiamo prodottiper realizzare profitti, realizziamo profitti per creare prodotti migliori. Q1’16 Facebook earnings results 2 miliardi 1.3 mliardi +1 miliardo persone attive ogni mese persone attive ogni mese persone che utilizzano Groups ogni mese persone attive ogni mese 800 milioni persone attive ogni mese 70 milioni piccole e medie imprese 1.3 miliardi
- 4. In breve, ilnostro obiettivo è la creazione di valore. Valore per le persone e valore per le imprese. E abbiamo imparato che quando creiamo valore per le persone, creiamo valore per le aziende ". Matthew Idema, Product Marketing Lead at Facebook. “ Product Developmen t Philosophy
- 5. La nostra astaè stata progettata per offrire annunci di maggior valore per le persone, e non annunci con l'offerta più alta
- 6. Il viaggio èqui Soluzioni per Travel Marketers
- 7. Click icon toinsert screenshot Click icon to insert screenshot Click icon to insert screenshot Click icon to insert screenshot INSPIRATION BOOKINGRESEARCH CONTINUED ENGAGEMENT/LTV L’ultima settimana bianca di Ben, powered by mobile Con i viaggiatori a ogni passo Colorado
- 8. La prenotazione diun viaggio è lunga e complicata In media, i viaggiatori effettuano travel-related digital touchpoints nell’arco di 1–2 mesi 56 OTA/Aggregator Vacation rental Transportation Search Information Hotel FINE INIZIO
- 9. I viaggiatori sonocambiati Source: 1) “Passive Digital Travel Research Journey” by GfK (Facebook-commissioned passive observation of digital browsing, search and app behavior of 97 people in the US ages 18–64 during the three-month period before they booked a trip), Nov 2015–May 2016. A trip was defined as leisure travel involving a flight, hotel or cruise; 2) Infosys, “Rethinking Retail” US study by Infosys, Dec 2013. 85% dei viaggiatori hanno utilizzato uno smartphone nella pianificazione del loro ultimo viaggio 59% dei consumatori ritengono che la personalizzazione influenzi sensibilmente i loro acquisti2 I L M O B I L E H A R I V O L U Z I O N ATO I L T R AV E L L’ E R A D E L L A P E R S O N AL I Z Z AZ I O N E
- 10. Possiamo aiutarti a farcrescere la tua azienda attraverso il marketing mobile personalizzato…
- 11. 2 mld persone attive mensilmente 800mln persone attive mensilmente MA SSIVE SC A LE ON MOB ILE | DATI GLOBALI Source: 1) Nielsen Mobile NetView, US only, Dec 2015; 2) Facebook earnings call, Feb 2017.
- 12. 30M persone attive mensilmente DATI ITA LIA N I Facebook internal data 24M persone attive ogni giorno da mobile 25M persone attive ogni giorno
- 13. Con i viaggiatoriad ogni passo - e puoi esserlo anche tu Source: “Digital Travel Research Journey” by GfK (Facebook-commissioned survey of 2,400 people in the US ages 18–64 who had booked a business or leisure trip in the previous three months. Nov 2015–May 2016. A trip was defined as booking accommodation and/or transportation for leisure or business purposes and staying at least one night at a location other than one’s home. Inspired Travelers are people who told us they did some sort of research online to find inspiration before booking their last trip.
- 14. Focus su obiettividi business COSTRUISCI IL TUO BRAND INCREMENTA LE PRENOTAZIONI ACQUISISCI E FIDELIZZA I CLIENTI MISURA I RISULTATI
- 15. Costruisci il tuobrand
- 16. 16 I formati video ispiranoe coinvolgono
- 17. Attrarre i viaggiatorida fine settimana 9ptIncremento del ricordo dell’inserzione 15ptIncremento del ricordo del messaggio pubblicitario 9ptIncremento dell’intenzione di acquisto https://www.facebook.com/business/success/westin-hotels-resorts
- 18. Sfrutta al megliole potenzialità del target basato sulle preferenze personali attraverso video in sequenza 1 Facebook video ads 2 Messaggi basati sulle intenzioni di acquisto
- 19.
- 20. Source: “Digital TravelResearch Journey” by GfK (Facebook-commissioned survey of 2,400 people in the US ages 18–64 who had booked a business or leisure trip in the previous three months, Nov 2015–May 2016. I viaggiatori prenotano da mobile Perché consente di risparmiare tempo 52% Preferiscono il mobile perché consente di prenotare da qualsiasi posto 44%
- 21. Incrementa le vendite deivoli Incrementa prenotazioni al tuo hotel Ispira gli utenti a cercare e prenotare una destinazione rilevante per loro DYNAMIC ADS FOR TRAVEL
- 22. Riempi più stanzepagando meno 20% Riduzione costo per prenotazione 50% Aumento dei volumi di prenotazione rispetto a Dynamic Ads tradizionali https://www.facebook.com/business/success/intercontinental-hotels-group Dynamic ads for travel offre la possibilità di targettizzare le persone sulla base delle loro attività di ricerca recenti, prossimità geografica, rating, range di date e prezzi rilevanti. La catena di alberghi è passata a Dynamic Ads for Travel per poter incrementare le prenotazioni nei propri hotel.
- 23. Acquisisci e fidelizzai clienti
- 24. La ragione principale percui gli utenti effettuano una prenotazione è l’appartenenza a un programma fedeltà. Source: “Supplier or OTA? How US Online Travelers Decide Where to Shop and Book” by Phocuswright, Aug 2015.
- 25. precisione personalizzazione I DATI RENDONOIL MARKETING BASATO SULLE PERSONE EFFICACE Puoi acquisire membri programmi fedeltà attraverso:
- 26. Trovi nuovi membridel tuo programma fedeltà attraverso la somiglianza con utenti che già ne fanno parte. TARGETING CON PUBBLICO SIMILE
- 27. LEAD ADS Targetizza utenti conads con form che si auto- popolano.
- 28. Incrementa le conversioni contattando ilead non appena hanno completato il formulario. INTEGRAZIONE CRM
- 29.
- 30. 30 Focus sulle persone,non sui cookie IL COMUNE DENOMINATORE SONO LE PERSONE TV GRP Desktop CTR Mobile CPM In-App CPA
- 31. Guarda ai realirisultati di business, non ai proxy COSTRUISCI IL TUO BRAND INCREMENTA LE PRENOTAZIONI INCREMENTA I MEMBRI DEL TUO PROGRAMMA FEDELTÀ Misura attraverso brand lift Conversion Reporting | Conversion Lift Marketing Mix Modeling Partners | Attribution Checkup Attribution | Multi-Touch Attribution | Offline Conversion Comprendi l’impatto della pubblicità su tutti i canali Facebook Brand Lift Third-party Tools like Nielsen Brand Effect and Millward Brown
- 32. Testa, impara ecresci attraverso la misurazione Comprendi i tuoi obiettivi di business Valuta il tuo sistema attuale di misurazione Testa, impara e paragona Ottimizza le tue campagne
- 33.
- 34. P U NT I F O N D A M E N TA L I Porta risultati di business concreti guidando il percorso di acquisto dell’utente su mobile COSTRUISCI IL TUO BRAND INCREMENTA LE PRENOTAZIONI ACQUISISCI MEMBRI PROGRAMMI FEDELTÀ Pensa e agisci “mobile-first”, per rispondere ai cambiamenti dei tuoi clienti Misura i risultati per capire meglio i tuoi clienti e ottimizzare sulla base dei risultati
- 35.
Editor's Notes
- #2 Ciao a tutti, sono xxx e lavoro come xxx per Facebook. Grazie per avermi invitato oggi. Sono entusiasta di essere qui a xxx e non vedo l'ora di parlarvi di come è cambiato il modo di raccontare storie e creare una community per la vostra azienda all'interno del mondo mobile in cui viviamo.
- #3 There is a huge need and a huge opportunity to get everyone in the world connected, to give everyone a voice and to help transform society for the future. To accomplish this mission, we’ve set ourselves an ambitious target of connecting four billion more people in the world. Since 2004, we’ve already connected two billion.
- #5 And as we continue to grow in number of platforms and advertising products, our primary focus still remains our community and the delivery of meaningful and valuable experiences for people. Only after we’ve proven to ourselves and our partners that the new ad product improves people’s experiences, rather than hinders them, do we introduce a certain product. Our focus is on value. Value for people and value for businesses. And we’ve learned that when we create value for people, we create value for businesses. Our ads team’s mission is to create meaningful connections between people and businesses, and we try to do that by making people’s interactions with businesses additive to their experience on the platform. This philosophy guides us through every platform and product we build. We launched News Feed in 2006 but didn’t introduce ads in News Feed until 2012. We launched ads on Instagram slowly and methodically, taking the time to gauge people’s responses and the effect for advertisers. We made auto-play video available to advertisers only after product usage and survey responses told us that people enjoyed the auto-play experience. Overall, we choose sustainability over immediacy, and both the people who use our services and the marketers who advertise in them have better experiences because of that choice.
- #6 Our people-first philosophy is also apparent in our auction dynamics. When showing ads, we try to balance: Providing positive, relevant experiences for people using Facebook, Instagram or Audience Network and, Creating value for advertisers by helping them reach and get results from people in their target audiences The best way for us to do this is to hold an auction in which both interests are represented. That way, advertisers are reaching people receptive to their ads and people are seeing something they're interested in. This is different than a traditional auction because the winner isn't the ad with the highest monetary bid, but the ad that creates the most overall value.
- #9 La storia dell'umanità può essere raccontata attraverso la nostra costante esigenza di velocità. Tutto ciò che ci circonda è diventato più veloce: i treni, gli aerei e le macchine. E poi abbiamo iniziato a trasferire idee e informazioni più rapidamente, rivoluzionando per sempre il modo in cui lavoriamo e comunichiamo gli uni con gli altri.
- #10 I’m sure you can relate – we’re all addicted to our phones, and we know planning and booking travel today looks very different than it did five or ten years ago. Mobile is an always-on, ever-present tool that offers convenient, relevant and personal experiences. This has changed consumer behavior and expectations. People are researching on mobile, where ALL content feels personal. ------- MOBILE We believe the mobile opportunity is still under-hyped. Mobile is the fastest tech disruption in our history, affecting every single industry. This presents an incredible opportunity. In a FB-commissioned study by GfK, we found 85% of US travelers used mobile to plan their last trip, and 38% of those researchers also used mobile to book. PERSONALIZATION [Talk about this as a separate phenomena from Facebook – in apps, where people spend their time on mobile, relevant content is fed to them. This has created a shift where personalized content isn’t just preferred, it’s expected. And it works: 59% of US consumers who have experienced personalization believe it has a noticeable influence on purchasing.] These universal truths underscore the importance of personalized marketing on mobile.
- #11 Those shifts in consumer expectation and behaviors are exactly why we can truly help you grow your business. Our massive scale across devices combined with a deep understanding of those people you most want to reach allows you to be a part of your customers’ full travel journey.
- #14 We're suited to help travel marketers given the reality that FB and IG can be with travelers every step of the way. Given the complex and non-linear nature of travelers' purchase journeys, you want to be with travelers in several places throughout this journey. With people in the US spending 1 out of every 5 minutes on mobile with FB and IG, FB and IG are a constant companion. <Think back to [my friend, Ben’s] story from before> From discovery and planning to booking and sharing, people turn to their mobile devices and visit FB and IG to feed that inspiration or get a new vantage point of a place they've heard about. So it's no surprise that over 50% of people who do online research for trip inspiration find that inspiration on FB - and nearly 40% on IG (FBIQ) During their trip, people turn to FB and IG to share their experience so you again have the opportunity to deliver an experience worth sharing about — which can help fuel the next cycle of inspiration and travelers. FBIQ Report: https://insights.fb.com/2016/09/26/the-mobile-compass/ ----- 1. Source: “Digital Travel Research Journey” by GfK (Facebook-commissioned survey of 2,400 people in the US ages 18–64 who had booked a business or leisure trip in the previous three months. Nov 2015–May 2016. A trip was defined as booking accommodation and/or transportation for leisure or business purposes and staying at least one night at a location other than one’s home. Inspired Travelers are people who told us they did some sort of research online to find inspiration before booking their last trip.
- #15 We've built solutions so travel marketers can drive real business results on mobile: Build your brand (inspire travelers, influence perception, drive consideration) Drive direct bookings Acquire loyalty program members Measure results When you think of Facebook, Instagram, and Audience Network, it's about solutions to drive your most important business goals, NOT just a social platform to drive engagement (likes/comments/shares) with your community.
- #16 Inspiring travelers with your brand is critical to making sure people feel connected to your brand and the experience you deliver. With the rise of OTAs and disruptors, this is increasingly important to give people a reason to book direct — enabling you to have a direct connection to your customer AND to drive profitability.
- #17 Nothing is as transportative as the power of video. It transports people and makes them want to take a trip.
- #18 (VIDEO/AD SEQUENCING) Success Story: Making weekends last longer The hotel chain used a sequenced video and carousel ad campaign to encourage travelers to consider it for leisure weekend getaways, resulting in a 15-point increase in message association. 9-point increase in ad recall 15-point increase in message association 9-point increase in intent to book Their Story “For a better you” Originally founded in 1930 Westin Hotels & Resorts is an upper upscale hotel chain owned by Marriott International. In the more than 200 properties it operates in more than 35 countries, Westin is committed to wellness and the well-being of every guest. Their Goal Attract weekend leisure travelers Westin is a popular choice for weekday business travelers, but has opportunity to gain market share for leisure weekend travel. The brand aimed to communicate weekend programming and benefits to consumers with the goal of increasing Westin weekend bookings. Facebook provided not only strong scale and reach, but also refined targeting capabilities that allowed us to integrate our own customer data to drive campaign success. By retargeting people who had previously viewed our Weekends video with a weekend offer, we were able to drive consumers down funnel, from awareness to consideration. – Brooke Patterson, Director Brand Management, North America, Westin Hotels & Resorts Their Solution Promoting late checkouts Westin ran a 2-phase campaign on Facebook to drive awareness and consideration for weekend stays. For the first phase, Westin developed a simple short-form video ad that introduced a key weekend program and brand differentiator: late checkout on Sundays. The bright, animated video, which was optimized for mobile News Feed and sound-off viewing, showed a Westin property in the middle of a city. The text introduced late checkouts on Sundays, a perk that allows travelers to continue exploring the city. Ad copy encouraged people to watch the video and “See how weekends last longer at Westin.” Westin later retargeted carousel ads to people who had viewed the entire 15-second video. Appearing in both mobile and desktop News Feed, the carousel ads aimed to drive further brand engagement and promote bookings with a “40% off your 2nd night” offer. To reach an audience of business and leisure travelers, Westin created a Custom Audience using travelers’ information from its customer relationship management (CRM) database. It then created and targeted a lookalike audience based on its Custom Audience. Products used Ads Video Carousel Custom Audiences Lookalike Audiences Goals Raise Brand Awareness Their Success A branding success Westin’s mobile-optimized videos, sequenced campaign and strategic targeting worked in harmony to deliver a successful campaign. Overall, the brand achieved the following between March–June 2016: 9-point increase in ad recall 15-point increase in message association 9-point increase in intent
- #19 With Facebook video ads, the end is just the beginning – you have the opportunity to continue sharing your story with the people who want to hear from you. Begin a story with a purpose-driven message speaking to your core brand attributes – and then follow-up with the people who viewed your video with a benefit-driven message focusing on a specific product.
- #21 Travelers aren’t just planning their trips on mobile. We found that more than a third also booked their most recent trips on mobile. Why? More than half said it was because they could do it anytime, anywhere and 44% said it was because it saved time.
- #22 Facebook has the tools to get heads in beds and butts in seats. We built a solution specifically for the travel industry: Dynamic Ads for Travel. Allows travel marketers to retarget and cross-sell travelers in an automated way - reaching your web and app visitors with a personalized message based on your inventory. Moving forward, we're expanding the solution to use intent signals and predictive analysis to help you reach more people - higher up in the funnel - with a personalized message.
- #23 (DYNAMIC ADS FOR TRAVEL) Using Dynamic Ads for Travel, InterContinental Hotels Group saw a 20% lower cost per booking and a 50% increase in scale vs previous retargeting efforts. ------ The global hotel company switched to Facebook’s specialized dynamic ads for travel from regular dynamic ads, resulting in a 20% lower cost per booking. Their Story A global hotel company InterContinental Hotels Group (IHG) has 12 brands in its family, spanning more than 5,000 hotels in nearly 100 countries across the globe. Their Goal Getting travelers to book direct IHG wanted to drive online bookings by identifying in-market travelers to get them to visit its website IHG.com and promote “Your Rate by IHG Rewards Club,” which provides exclusive, preferential rates to loyalty members who book through IHG’s direct channels. Facebook has always been a great marketing partner, and dynamic ads for travel takes that partnership a step further. These ads quickly proved to be even more successful than traditional Facebook dynamic ads and have helped us further engage with guests ready to book a room and get traveling. Michael Menis, Senior Vice President, Global Digital & Voice, InterContinental Hotels Group Their Solution Maximum relevance: To boost online bookings, IHG decided to test dynamic ads for travel. These ads offer travel marketers more benefits than regular dynamic ads—including the ability to target ads to people based on their search activity, provide more relevant hotel recommendations based on factors like location proximity and star rating, and show date-specific pricing. IHG’s dynamic ads for travel used photo ads and the carousel format. Optimized for both mobile devices and desktop computers, the carousel ads showed several properties in the same destination to entice people to book directly with IHG. The hotel company developed a series of targeting rules based on people’s locations and the properties they searched. It also excluded people whose check-in dates had passed to ensure that the people seeing the ads were still in the market to book a hotel. Their success IHG was one of the first companies to adopt dynamic ads for travel. Using last-click attribution to evaluate the success of its campaigns, which started in May 2016, IHG discovered that it had achieved: 20% lower cost per booking compared to regular dynamic ads 50% increase in scale compared to regular dynamic ads https://www.facebook.com/business/success/intercontinental-hotels-group
- #24 Grow your loyalty base
- #26 Efficiently acquiring loyalty program members is about personalization + precision. We can help you ensure your media buys are set up efficiently and effectively to deepen your customers’ engagement and deliver the right message at the right time to the right traveler to make them want to come back to you for more.
- #27 Use Lookalike Targeting to find your next loyalty members based on your best loyalty members to convert and enroll them in an always-on fashion.
- #28 Apply this lead gen unit to target bookers who aren't members of your loyalty program. This reduces the friction of a traditional mobile web experience, and auto populates people's key info into the fields.
- #29 Enroll guests with ease Create a seamless lead capture experience on mobile by plugging Facebook directly into your CRM system, and contact leads in real time as soon as they submit.
- #30 These are the last days of last click
- #31 Since our reporting is powered by people instead of cookies, we can provide a consistent and accurate picture of people throughout their purchase journey - across devices and publishers.
- #32 Focus on real business outcomes, not proxies. Building Your Brand: Measure with Brand Lift. Both 1st party (FB Brand lift) and third party tools (E.g., Nielsen Brand Effect, Millward Brown) Driving Bookings and Loyalty acquisition: Understand booking and loyalty acquisition across owned and operated channels (see slide). Connect your ads to offline bookings in real time with Offline Conversion reporting or the offline conversion API
- #33 To help grow your business, we start with a basic learning agenda to embark on a people-based measurement journey. Understand your business goals Evaluate your current measurement methods and methods to reach these goals Test new measurement methods, learn from your campaigns and compare effectiveness to previous strategy Optimize your campaigns based on campaign learnings
- #34 It’s clear that we’re with travelers (like [my friend, Ben]) on every step of their journey – from inspiration to action and beyond. By leveraging our massive scale, time spent on mobile, and ad solutions that drive results at every stage, you can be, too.
- #35 Think and be mobile first to adapt to changes in consumer behavior Drive real business results on mobile throughout the journey Build your brand Drive direct bookings Acquire loyalty program members Measure results to understand your customer and optimize for success