This document analyzes social media marketing campaigns by Expedia on Facebook and Topguest on Instagram. It examines the target customer groups, actions encouraged, appropriateness of incentives, likelihood of success, and impact on the social networks. For Expedia on Facebook, the target is travelers who like the Expedia page for a chance to win luxury vacations. For Topguest on Instagram, the target is US-based Virgin America members who can earn points for posting photos. While Expedia's incentives and broad reach on Facebook may make it successful, Topguest's limited prize and restrictions may limit its impact. Both campaigns aim to promote loyalty and awareness but only Expedia's truly shifts the nature of Facebook toward more commercial uses.

1. DIGITAL MARKETING LEREVEREND AgnesLAURENT LaurianeMBA 2 A SOCIAL NETWORKS + SOCIAL REWARDS Expedia + Facebook Topguest + Instagram

2. PLAN 1. What customer groups - communities of interest are being targeted 2. What actions are being provoked? 3. Are the incentives appropriate? 4. Will these campaigns work - yes, why - no, why not? 5. Do commercial campaigns change the essential nature of the social network used?

3. 1. What customer groups - communities of interest are being targeted Expedia + Facebook Open to everybodywith a FB account The onlyrequirementis to « like » the Expedia FB page Participants are people wholike and are traveling and who have great imagination! The largertheir social networks, the highertheir chance of winning the contest are! Topguest + Instagram Open to legal residents of the fifty (50) United States (and the District of Columbia) who are at least eighteen (18) years Must be a Topguest member as well as a Virgin America Elevate member or enroll for free. More generally, people who like playing and taking pictures Participants must have an Apple device, like an Iphoneor Ipad.

4. 2. What actions are being provoked? Expedia + Facebook Growtheircommunity Get free ideas of travelsfrom the participants Create a buzz Encourage the followers to book via Expedia and discover or know the companybetter Have an active presence on FB and develop the loyalty of their fans Topguest + Instagram Create a buzz by rewarding the participants For Instagram, allow to developawareness of the app For Topguest, encourage othercompanies to jointheir programs For the companythatparticipate to the Topguest program, increaseawareness and image of the company and potentiallyits sales in the future

5. 3. Are the incentives appropriate? Expedia + Facebook Prize = luxury vacations of high value in 1 of 13 amazing destination Many chance to win (not only one prize) => Attractive as participants are supposed to betravellovers and encouraging as they are not only 1 possibility of winning Topguest + Instagram Prize = 1000 bonus elevate points (crediteddirectly in the ElevateMembers’ accounts) => Appropriate as participants are members of Virgin America but the prizeis not very attractive and original

6. 4. Will these campaigns work - yes, why - no, why not? Expedia + Facebook Pros: Entertaining / fun compaign Easy to participate Access all around the world Great prizes Cons: Your chance of winningdepends on the size of your social networks Topguest + Instagram Pros: Fun and infinite chance of winning (post as many photos as youwantduring the period of the contest) Cons: Prizeis not very attractive Limited to the USA Limited to owners of Apple devices (Iphone, Ipad) Restricted to Virgin Americamembers => toolimited!

7. 5. Do commercial campaigns change the essential nature of the social network used? Expedia + Facebook FB = originally a platform to communicate and sharewithyourfriends FB trends now: arrival of FB company pages to engage withcustomers (no t selling!) Last trend: social commerce integrated in FB pages withloyalty and rewards programs => There is a shift in the use of FB more and more oriented to selling and commercial campaigns Topguest + Instagram Topguest = a site between LBS and loyaltyrewards programs thatalsoworkswithFoursquare, Gowalla, Twitter, FB Places… Offerslimitedloyalty and rewards programs (in time) => Does not change the nature of the site