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