Business Impact of   Social Media   iCOM Rome 2012    Janice Chan Starwood Hotels Asia Pacific©2012 STARWOOD HOTELS & RESO...
Starwood’s Facebook Presence           Reputation Management Impact                      2           3000+ / month respons...
Barge into Bangkok. Regal                             Readiness. Isn’t this photo                             fabulous? Ma...
Branding ImpactAvg 15,000 Impressions / PostAvg 5,000 People Talking About This A WeekSocial Engagement Index = Engagement...
Driving Conversion Thru Social                                                         Booking isUser sees content        ...
Driving Conversion Thru Social Ad UnitsTargeting• Tier 1 cities throughout Asia Pacific• Interests: Luxury, Travel• Specif...
Facebook as Ad Network                         7
Facebook as Ad NetworkNow: Atlas cookies•   Demo 25-45, geographic•   Keyword in status updates targeting – resorts, hotel...
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Business impact of social media i com rome 2012

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Business impact of social media i com rome 2012

  1. 1. Business Impact of Social Media iCOM Rome 2012 Janice Chan Starwood Hotels Asia Pacific©2012 STARWOOD HOTELS & RESORTS WORLDWIDE, INC. | Proprietary & Confidential
  2. 2. Starwood’s Facebook Presence Reputation Management Impact 2 3000+ / month responses to questions and crises
  3. 3. Barge into Bangkok. Regal Readiness. Isn’t this photo fabulous? Makes us want to be in Bangkok right now!Based on last 100 Offers Branding 3 posts
  4. 4. Branding ImpactAvg 15,000 Impressions / PostAvg 5,000 People Talking About This A WeekSocial Engagement Index = Engagement Rate +Consumption Rate + Virality + Fan AcquisitionStarwood Travel Exclusives SEI = 5 4
  5. 5. Driving Conversion Thru Social Booking isUser sees content tracked by on Facebook Clicks on a Link Makes a booking Omniture®Page or Newsfeed Clicks on this Facebook Link 5
  6. 6. Driving Conversion Thru Social Ad UnitsTargeting• Tier 1 cities throughout Asia Pacific• Interests: Luxury, Travel• Specific Verticals (Education, Company)• Age: 28+• CPCAd UnitsDirect Response• Sponsored Posts ~$3.72 / 1000 Impressions (CPC)Fan Acquisition• Sponsored Stories ~ $1.21 / Fan• FB Market Place Ads ~ $1.20 / Fan 6
  7. 7. Facebook as Ad Network 7
  8. 8. Facebook as Ad NetworkNow: Atlas cookies• Demo 25-45, geographic• Keyword in status updates targeting – resorts, hotels, holidays, travel• Geo: Thailand, Singapore, India, Japan, Malaysia• Best Markets TH & SG R:E 20+• CPC buysFuture: Facebook cookies• Placement of publisher tags in booking confirmation page using BrightTag• Publisher optimizes on bookings 8

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