stm 2012 facebook neasa costin
DESCRIPTION
Facebook's Neasa Costin's presentation from WTM Social Travel MarketTRANSCRIPT
FACEBOOK: HOW TO USE IT IN TRAVEL
Neasa Costin - Facebook
@socialtrav ,#STM2012
Agenda
• Travel is inherently social
• How people are talking about your travel company
• Steps to Success
• Case Study
Why is Facebook the BEST platform to promote Travel?
1 BILLION MONTHLY ACTIVE USERS
58% return daily
Source: Facebook Internal Data, Mar 2012
the world has changed
How we consume media is rapidly
changing too …
The amount of data we process daily is increasing
Friends
Interests
Friends´interests
We turn to our friends
to filter
this information
The web is being rebuilt around people.
Friends
Interests
Friends´interests
No advertising has
more impact than the
opinion of friends and
family
People are extremely engaged on Facebook…
Source: Facebook internal data, June 2012.
5.5B stories posted every day
(worldwide, average)
85% of people on
Facebook are content creators
These conversations are happening on a massive scale
Information
83% trust a travel
recommendation from
friends and family
42% milestones posted on
people’s timelines are
about travel
Sources: Association of Travel Marketing Executives (2004); eMarketer
Stories
60% factor online opinions
into their travel decisions
Conversations about travel occur on Facebook …
2/3 Share holidays plans
on Facebook
Sources: Forbes (July 2012), Mashable (March 2012)
Over
50% Say that seeing
friends’ vacation
pictures inspired
them to book a trip
to that destination
Conversations about travel occur on Facebook …
Sources: Forbes (July 2012), Mashable (March 2012)
Over
70% Update their status
and/or share photos
while on holiday
Conversations about travel occur on Facebook …
Sources: Forbes (July 2012), Mashable (March 2012)
Over
50% Like pages specific
to a vacation
Conversations about travel occur on Facebook …
These conversations are happening across the whole travel cycle
I dream
I plan
I travel I’m there
I’m back
76% post vacation photos to a social network when they get back
46% check in to a location
59% post a Facebook status about an upcoming vacation
52% like Facebook pages specific to an upcoming vacation
Source: Mashable, March 2012
70% update their status
55% like a vacation specific page when they get back
40% post online reviews
72% post vacation photos to a social network
Steps to Success
CONNECT with more of the right people
more effectively online and on mobile
ENGAGE people and build relationships
with lightweight interactions
INFLUENCE your advocates and let them
drive word-of-mouth at scale
INTEGRATE the social element into your
business and becoming social-by-design
Reach the right people more efficiently with more
accurate ad targeting
Source: Nielsen OCR, October 2011.
Narrow campaign
accuracy
Online
average
90%
35%
60% cost
savings
Broad campaign
accuracy
Online
average
95%
72% 25% cost
savings
Social ROI
Introducing 4 new products for driving results
Facebook Exchange
Custom Audiences
Offers Mobile App
Install Ads
Facebook Custom Audiences
We’re enabling marketers to find not
only the kinds of people they want
to talk to, but the specific people
they want to reach.
In a crowded Email marketing space…
• Sign-up CTR up 43%
• Cost per Lead down
30 %
Power Editor
interface List of people
(emails, UIDs,
phone)
Audience segment
Company computer
Facebook system
Company’s hashed
data
Facebook’s hashed
data
1
3
4
5
How does it work? 2
Introducing: Facebook Exchange (FBX)
Volume
25% Of the world’s display ad impressions (Comscore)
Facebook serves
Rest
FBX – Facebook Exchange
TechCrunch
Mashable
Bloomberg
Trials have shown great results
Mobile
Reach people in more places with Facebook
mobile
543M mobile monthly active users
Source: Facebook 10Q, June 2012.
67% YOY mobile
monthly active
user growth
Your brand can be the core of our mobile
experience
Full screen on
mobile
Introducing: Mobile App Install Ads
Takeaways
Facebook drives business results more effectively
5x+ ROI
3-5x ROI
Business results
• 70% had 3x+ return on ad
spend
• 49% had 5x+ return on ad
spend
Better targeting
95%
72%
Online
average
More reach
Broad campaign accuracy Across 60+ campaigns:
25% cost savings
Monthly active users
1 billion 58% return daily
543M
67% YOY growth
Mobile
Across all
platforms
With thanks to our partners