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Business impact of social media i com rome 2012

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Janice W Chan
Janice W Chan
Travel
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Business Impact of Social Media iCOM Rome 2012 Janice Chan Starwood Hotels Asia Pacific ©2012 STARWOOD HOTELS & RESORTS WORLDWIDE, INC. | Proprietary & Confidential
Starwood’s Facebook Presence Reputation Management Impact 2 3000+ / month responses to questions and crises
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
Branding Impact Avg 15,000 Impressions / Post Avg 5,000 People Talking About This A Week Social Engagement Index = Engagement Rate +Consumption Rate + Virality + Fan Acquisition Starwood Travel Exclusives SEI = 5 4
Driving Conversion Thru Social Booking is User sees content tracked by on Facebook Clicks on a Link Makes a booking Omniture® Page or Newsfeed Clicks on this Facebook Link 5
Driving Conversion Thru Social Ad Units Targeting • Tier 1 cities throughout Asia Pacific • Interests: Luxury, Travel • Specific Verticals (Education, Company) • Age: 28+ • CPC Ad Units Direct Response • Sponsored Posts ~$3.72 / 1000 Impressions (CPC) Fan Acquisition • Sponsored Stories ~ $1.21 / Fan • FB Market Place Ads ~ $1.20 / Fan 6
Facebook as Ad Network 7
Facebook as Ad Network Now: 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 buys Future: Facebook cookies • Placement of publisher tags in booking confirmation page using BrightTag • Publisher optimizes on bookings 8

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Business impact of social media i com rome 2012

  • 1. Business Impact of Social Media iCOM Rome 2012 Janice Chan Starwood Hotels Asia Pacific ©2012 STARWOOD HOTELS & RESORTS WORLDWIDE, INC. | Proprietary & Confidential
  • 2. Starwood’s Facebook Presence Reputation Management Impact 2 3000+ / month responses to questions and crises
  • 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. Branding Impact Avg 15,000 Impressions / Post Avg 5,000 People Talking About This A Week Social Engagement Index = Engagement Rate +Consumption Rate + Virality + Fan Acquisition Starwood Travel Exclusives SEI = 5 4
  • 5. Driving Conversion Thru Social Booking is User sees content tracked by on Facebook Clicks on a Link Makes a booking Omniture® Page or Newsfeed Clicks on this Facebook Link 5
  • 6. Driving Conversion Thru Social Ad Units Targeting • Tier 1 cities throughout Asia Pacific • Interests: Luxury, Travel • Specific Verticals (Education, Company) • Age: 28+ • CPC Ad Units Direct Response • Sponsored Posts ~$3.72 / 1000 Impressions (CPC) Fan Acquisition • Sponsored Stories ~ $1.21 / Fan • FB Market Place Ads ~ $1.20 / Fan 6
  • 7. Facebook as Ad Network 7
  • 8. Facebook as Ad Network Now: 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 buys Future: Facebook cookies • Placement of publisher tags in booking confirmation page using BrightTag • Publisher optimizes on bookings 8