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Ogsf mon 1500 sarah keeling noah tratt

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Ogsf mon 1500 sarah keeling noah tratt

  1. 1. Case Study: Expedia.com OMMA Global, March 2012
  2. 2. WHATWE DID
  3. 3. Expedia gained 1M NEW FANS IN 6 WEEKS, repres enting a 750% increaseEngagement was up with15-30X MORE MENTIONS ON THE WALL
  4. 4. WHAT WELEARNED
  5. 5. IMPACT OF BRAND PAGE INTERACTION ON SITE ENGAGEMENT* Page Views per Unique Visitor Visits per Unique 128% Average Time Visitor Spent per Visit 90% 156% 70k incremental bookings in 60 days*Expedia.com
  6. 6. ONGOING CONVERSATION IS KEY
  7. 7. BIG CAMPAIGNS GENERATE CONSUMER INTEREST Facebook Cross-Visitation Including Facebook Branded Pages Expedia (Number of unique visitors to Brand.com’s official Facebook pages, by month) (Right: % of brand.com UVs that also visited Brand.com’s official Facebook pages, same month) Delta Visit Las Vegas Target1,200,000 2.5% Best Buy1,000,000 2.0% 800,000 1.5% 600,000 1.0% 400,000 0.5% 200,000 0 0.0% Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11
  8. 8. BRAND PAGE INTERACTION LEADSTO INCREASED CONVERSIONLift in Brand.com Conversion – FB Segment vs. BFB Segment(Lift in average monthly conversion rates between different segments) Read as: People who cross-visitedBestbuy 37% Target.com and Target’s official Facebook pages were 69% more Target 69% likely to convert on Target.com than general Facebook visitors who Delta 57% also visited Target.com Expedia 107%
  9. 9. WHAT WEARE DOING
  10. 10. MOVING FORWARD:ENGAGING HIGHLY QUALIFIED TRAVELERS3 big lessons post-FriendTrips:1. Quality engagement comes from quality content from quality partners.2. Know your platform.3. Find efficiency with your ad buys.
  11. 11. 1. Quality Matters
  12. 12. 2. Know Your Platform
  13. 13. 3. Find Efficiency With Your Ad Buys

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