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eTravel - Facebook - Dorianne Richelle

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eTravel 2015 - Facebook

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eTravel - Facebook - Dorianne Richelle

  1. 1. Travel  in  a  mobile  connected  world     From  Reach  to  Result           eTravel,  2015   Dorianne  Richelle,  Facebook  EMEA  Travel  lead    
  2. 2. Todays Facebook topics Changing consumer behavior: Be where people are Reach all of the people who matter to you Measure the impact cross device Travel on Facebook
  3. 3. People want to spend time on Travel on Facebook I dream I plan I travel I’m there I’m back76% post vacation photos 84% get inspired by their friends’ and family’s vacations 52% like Facebook pages specific to an upcoming vacation Source: Mashable, March 2012, Sparkler Near & Now 2014 42% of stories shared are travel stories, making it the #1 category on Facebook 95% use Facebook for travel-related activities prior to going on vacation 91% use Facebook every couple of days while abroad
  4. 4. Sparkler & Facebook, Near&Now, 2013 Travel is the biggest vertical on Facebook
  5. 5. Source: eMarketer, April 2014 Mobile changes the landscape Share of US media consumption 2010 −2014 0:50   1:36   4:24   3:11   0:26   1:20   4:28   5:46   Print Radio TV Digital 2010   2014   -­‐48%   -­‐17%   2%   81%  
  6. 6. Source: IDC Always Connected Report, US, March 2013 79%   all  but     2hr/day   It is sticky
  7. 7. Source: Facebook Q2 014 Earnings Call  14x   /day   And it is often Facebook counts for 1/5 of every mobile minute 40  min   /day  
  8. 8. Facebook in Netherlands Every day Every month That’s of Internet users in Netherlands 60%   81%   people daily people daily on mobile people monthly people monthly on mobile >7.1M   >6.1M   >8.8M   >7.7M   of monthly active users return daily Source: Facebook internal data based on stated and inferred data, average for Mar 2015. Percentage of Internet and mobile phone users calculated with data from eMarketer, Apr 2015.
  9. 9. 1. Social is not an objective Start with your marketing objective and then build your Facebook strategy Advertising Targeting Measurement •  Return bookings •  Lifetime value •  Acquisition •  X-sell •  Brand awareness, preference •  Purchase intent •  Media efficiency (Branded search vs SEA cost, or TV cost)
  10. 10. 2. Focus on good creative
  11. 11. EVERYTHING COMPETES WITH EVERYTHING
  12. 12. “Thumb  friendly”  
  13. 13. Nielsen, January 2015 29% lift in Brand claim 100% lift in Campaign 100% lift in Ad Recall Brand lift for TUI
  14. 14. Nielsen, 2014, www.facebook.com/business/success/tui-com +35% Ad Recall +5% Purchase Intent +6,6% Brand Awareness 77% reach in the target audience Stories relevant to the audience: 30+ beach lovers for TUI Beach
  15. 15. Form follows (and enables) function
  16. 16. VR / AR aa! VIDEOS PHOTOS Text
  17. 17. Source : Les Echos, lundi 9 mars 2015 ❝ Today, Facebook provides a volume and an audience almost as massive as TF1. We use it plainly, both in terms of creative and investment.❞ Caroline Fontaine Head of Brand, Design & Advertising Air France 4B  video  views  a  day  
  18. 18. The world’s biggest discovery engine Source : Millward Brown pour Facebook, janvier 2015, USA Allows me to connect with information I wouldn’t be aware of Where I expect to find most new information Where information is relevant to my interests 48%   20%   7%   6%   Otheronlinesources 48%   17%   7%   3%   Otheronlinesources 45%   21%   9%   7%   Otheronlinesources ü Content consumed in a context of receptivity to new messages ü People more likely to consume content that they were not expecting
  19. 19. Impact from the very first seconds Source : Nielsen Brand Effect, analysis of 173 campaign, jan 2015 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Cumulative impact on ad recall Cumulative impact on brand awareness Cumulative impact on purchase intent Total number of seconds of video watched 47% 74% 65% 3 10 3020 3 10 3020 32% 3 10 3020 44% 72%
  20. 20. 3. Find the right customers more efficiently – real people marketing Personal • City/State/Zip • Birthday • Education • Workplace • Relationship status Social • Likes & interests • Friend connections • Activity (e.g. check-ins) • Intent Demographic • Age • Gender • City • Device • Operating System Custom targeting • Your Loyalty card holders • Your customers • Your App users • Recent (mobile) website visitors • People who look like your best customers
  21. 21. Travel audiences
  22. 22. People with an Android phone People who are engaged People who just returned from a trip People with an intent to travel to London People who are interested in soccer Business travellers People who like mountain/ski resorts
  23. 23. Source: Nielsen OCR, August 2013 89%  accurate 38%  Theaverageonlinereachfor narrowlytargetedcampaigns (egwomen20-40)is accurate TheaverageFacebookreachfor narrowlytargetedcampaigns (egwomen20-40)is No proxy’s: reach real people with accuracy
  24. 24. Custom Audiences Facebook •  Your email database •  Your mobile app users •  3rd party database •  People who visited your (mobile) website •  People who booked a trip online Matched targets
  25. 25. Lookalike audiences: Find people who are similar to the people you know She recently booked a cruise And these people are just like her Your best customers Data you own People who recently booked a trip Look alike audience
  26. 26. IDC Media Model, 2015 Ad Spend Estimates $5.5B $.2B   2015 marketing spend in Netherlands Mobile display spend 4. Use and measure the untapped mobile opportunity
  27. 27. 60% of people use two or more devices. Nearly 40% use three devices. Source: Google and TNS “Consumer Barometer,” Oct 2014 39%
  28. 28. Cookies do not allow accurate targeting Ø  74% of people have more than one cookie Ø  On a 4-week period, 64% of people use more than one device 0% 5% 10% 15% 20% 25% 30% 1 2 3 4 5 6 7 8 9 >10 Number of cookies per person Source : Atlas, population Facebook globale, novembre-décembre 2013
  29. 29. Cookie-based serving and measurement is flawed Cookies don’t work on mobile •  26% overstatement of reach •  59% accuracy in demographic targeting •  41%  understatement of frequency Source: Atlas internal data, 2014; Nielsen OCR, May 2014
  30. 30. Identity •  Reaching real people •  Measuring real people’s behavior
  31. 31. 65% of conversions that result after a mobile impression take place on desktop. Identity is critical Measurement around people, not cookies * Based on FB analysis of 34K ads, 3.2B impression overall, 4.9MM clicks, 300K checkouts, Oct 2013, 2-5 day attribution window, 1 day attribution value
  32. 32. People based measurement: Cross device reporting
  33. 33. Todays Instagram topics Instagram Audience Insights RoadmapHow-to
  34. 34. @amy Introduction >300M monthly actives 21 minutes/day People spend on Instagram 2.5B likes daily 70M photos shared daily on average Global figures Source: Instagram internal data, December 2014
  35. 35. @clausstangl Source: Facebook internal data for Instagram, January 2015 Data represents Instagrammers mapped with FB account data (~75% of IG audience) “Most active” defined by average # Instagram account sessions per day 18-34 year olds most active 60% female Instagram Audience Profile 40% male
  36. 36. Driving Brand Impact 97% 16pt 2.7X OF 240 INSTAGRAM CAMPAIGNS HAVE GENERATED SIGNIFICANT LIFT IN AD RECALL AVERAGE LIFT IN AD RECALL AD RECALL HIGHER THAN NIELSEN NORMS landrover Instagram Campaign Benchmarks ~~~~~~~~~~~~~~~~~~~~ ~~~~~~~~~~~~~~~~~~~~
  37. 37. 4 Principles
  38. 38. Branding is needed for Ad Recall.
  39. 39. No Branding Branding
  40. 40. No Branding Branding
  41. 41. Concept-Driven
  42. 42. @mcdonalds
  43. 43. Well-Crafted
  44. 44. @herschelsupply
  45. 45. Sequenced Campaigns Work
  46. 46. WHERE ADS ARE OFFERED CANADA UNITED STATES CURRENTLY OFFERED UNITED KINGDOM GERMANY AUSTRALIA FRANCE JAPAN BRAZIL
  47. 47. INSTAGRAM VISION Expanding ad offerings to meet objectives down the funnel Enabling more targeting capabilities Making it easier for businesses large and small to buy ads on Instagram 1 2 3
  48. 48. ?  

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