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Facebook session at the 2013 E-Tourism Africa Summit by Warrick Godfrey from Facebook

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  1. 1. Warrick Godfrey – Facebook Africa Facebook for business E-Tourism Summit 2013
  2. 2. All the people who matter to you
  3. 3. Reach your target audience at scale Source: Facebook internal data based on inferred and reported data, March 2013 69M  people use Facebook every month in Africa On average, more than 1B+  people use Facebook every month globally On average, more than
  4. 4. Facebook reaches key travel markets Germany Nigeria Brazil UK South Africa Reach 25M   10M   67M   33M   9M   Source: Facebook internal data, Feb 2013; comScore, Feb 2013
  5. 5. Source: Facebook Internal Data, April2013 13-17 more than 9MILLION ACTIVE USERS 8% (728 THOUSAND) 33%(3 MILLION) 59%(5.6 MILLION) 18-24 25-34 35-44 45-54 55+ AGES 7% 31% 33% 14% 6% 8% AVG NUMBER OF FRIENDS 205 AUDIENCE – SOUTH AFRICA AVG AGE 32 PAGE LIKES 22 Affluent Travel Target Audience
  6. 6. Source: Facebook Internal Data, April 2013 STORIES SHARED EACH MONTH – AFRICA Video uploads Check-ins Wall posts Photo uploads Status updates Comments Messages Likes 1.3MILLION 4MILLION 190MILLION 404MILLION 319MILLION 2BILLION 7BILLION 4.7BILLION
  7. 7. Price Location Brand Traditional differentiators are commoditized
  8. 8. Algorithm Crowds FriendsFriends Back then Agents Internet UGC Social Expert
  9. 9. People Travel
  10. 10. of Facebook users stated that seeing friends’ vacation pictures inspired them to book a trip to that particular place 52%   update their status and/or share photos while on holiday 70%  
  11. 11. of online travelers visit social networking sites to influence destination selection 40%   more likely to book a trip from a friend liking a Page than they are from responding to a traditional advertisement 80%  
  12. 12. Travel is inherently social Friends used to discuss it offline… 83% trust a travel recommendation from friends and family 60% factor online opinions into their travel decisions
  13. 13. These conversations are happening across the whole travel cycle I dream I plan I travelI’m there I’m back 76% post vacation photos to a social network when they get back 46% check in to a location 59% post a Facebook status about an upcoming vacation 52% like Facebook pages specific to an upcoming vacation Source: Mashable, March 2012 70% update their status 55% like a vacation specific page when they get back 40% post online reviews 72% post vacation photos to a social network
  14. 14. Now, conversations about travel occur on Facebook … 2/3 Share holidays plans on Facebook Sources: Forbes (July 2012), Mashable (March 2012)
  15. 15. Over 50% Say that seeing friends’ vacation pictures inspired them to book a trip to that destination Now, conversations about travel occur on Facebook … Sources: Forbes (July 2012), Mashable (March 2012)
  16. 16. Over 70% Update their status and/or share photos while on holiday Now, conversations about travel occur on Facebook … Sources: Forbes (July 2012), Mashable (March 2012)
  17. 17. Over 50% Like pages specific to a vacation Now, conversations about travel occur on Facebook …
  18. 18. Connecting with People at Each Stage of Travel DREAM PLAN BOOK Targeting Behavioral Travel Clusters Intent Travel Clusters Custom Audience Creative CEI publishing strategy (Newsfeed) Optimize for Graph Search and Nearby Ad Units Offers Facebook Exchange Mobile App Install Measurement Integrate Facebook SDK to improve analytics and oCPM to optimise bidding Newsfeed and RHS
  19. 19. Travel companies are building their presence on Facebook … Source: Facebook internal data Facebook fans: 92k Facebook fans: 60k Facebook fans: 56k Facebook fans: 97K I Love Durban Mango Airlines Tsogo SunVaya Mzansi Facebook fans: 56k Facebook fans: 294K SAA I ♥ Cape Town
  20. 20. How can Facebook help your business
  21. 21. Name your objective Start with your marketing objective and then build your Facebook strategy
  22. 22. Everything you need is in place Facebook Strategy Facebook Solution Clusters, Custom Audience FBX, Mobile App Install Branding Target your audience more effectively than ever before OffersAmplify your promotions Improve checkout conversion PagesImprove and react on customer feedback Custom AudienceImprove CRM and Loyalty Promotions Sales Conversion Service Rewards
  23. 23. Facebook.com/business/start2success
  24. 24. People travel
  25. 25. Travel Purchase Path is Longer Than Any Other Category Site Visits Before a Purchase Source: Clickstream - Beyond last click: Understanding your consumers’ online path to purchase People visit 3X  as many sites more than 2Xas often before purchasing travel
  26. 26. Remarketing Targeting for every marketing tactic An overview of Facebook’s targeting options Demographic Vertical Audiences & Broad Categories Custom Audiences Tool Facebook Exchange Partner Audience Prospecting

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