3. Facebook Statistics
• More than 750 million active users
• 50% of active users log on to Facebook in any
given day
• Average user has 130 friends
• Active users increased 200% in two years from
250mm in July 2009 to 750mm in July 2011.
Source : Facebook.com, August 16, 2011
4. Social Networks becoming more
popular across age groups
75% of teens use Facebook.
By age 17, 86% do. (Ipsos Public Affairs)
85% of online users age 45-54
use some form of social media,
plus 79% of 55+ group. (Harris Interactive)
7. Email continues to be a key
communication channel
• More than 93% of online consumers are
SUBSCRIBERS, and have provided their email address
to at least one company or brand.
• 88% of U.S. online consumers check email daily, and
94% use email at least once a week.
• And more than 50% of consumers make purchases as a
direct result of email—it drives more conversions than
any other channel
(Exact Target’s Email X-Factor study, 2010)
10. Wyndham Rewards
• Umbrella loyalty program for Wyndham Hotel
group
• Earn rewards for staying with over 6500
locations globally across 11 hotel brands
11. 2 Case Studies
• There’s more we can do with email
• Facebook and Email are friends
12. Case Study #1
Email Approach - Summer 2011 Campaign
Objectives:
Drive stays during the summer months
Test offers to continue to gain learnings
Strategies:
Data model on member base and
assigned specific offers
Target offers to members via email and
direct mail
13. How do we get the word out about
targeted offers?
Messaging is a challenge Email is a great solution for
for our targeted promos this challenge
• DM is expensive
• Targeting media to individual • Email is affordable
level difficult • Extremely targetable down
• Website is dependent on to promo status
members visiting and logging • Control of number emails
in member receives
14. Started with the basics…
Registration
Confirmation Email
Message in existing
emails
Registration Landing
Page
15. Plus seasonal standalone emails
Sent to all non-registered members
Halfway through
promotion
Initial Launch
Second Drop
27. Result Highlights
7.5 million total contest engagements!
Highest # of engagements compared to 500+ social media
campaigns in categories from travel, entertainment, fashion, &
beauty.
Submissions
Votes
Comments
Ratings
Source: Agency, Gloto. Compared to similar campaigns of the same duration
28. 28
Result Highlights
7,000 Entries
Email Drives Results > 39% of total entries
Email
Email
32. • There’s still more we can do with email
– Triggered-based email can help to increase
efficiency and targeting
• Facebook and Email are friends
– Facebook and emails can work together to
drive engagement
