Solution social media d'expedia pour augmenter ses ventes.

1. LIFTING YOUR TRAVEL BRAND
SOCIAL MEDIA
with
The revolution in social media has created a powerful opportunity for businesses to promote their
brands. Social platforms from Facebook to Twitter, Pinterest and Google+ have exploded in popularity
among individual consumers—and social networking has become a field of dreams for marketers.
The travel industry is especially well positioned to connect with users of social media. Social Media is
particularly popular among travelers and travel consumers—who tend to share their experiences & photos
before, during and after their trips and will rely on other consumer reviews to influence their decisions.
Clearly, travelers enjoy a strong connection with
the most popular forms of social media.
The SOCIAL
NATURE of TRAVEL
83% of travelers are active on social networks
Almost half (49%) log on daily
31% of travelers are more likely to post about their
trips while traveling than when they get home
So how can travel marketers take
advantage of social media?
It may seem daunting, but with
the right approach it can lead
to MAJOR REWARDS.
77% of travelers are active Facebook users
More than one in five travelers (22%) cite using
networks and microblogs (e.g., Twitter) to search
for travel deals from businesses
TRAVELERS love to TWEET
that are
38% of tweets ask questionsto visit, or an
tourism-related (a place
26% of travelers look for deals on social networks
activity to do when they arrive)
19% of travelers source travel tips
and advice from friends
26%
use Twitter to help with the logistics
of their travel plans (choosing a hotel,
calculating travel costs)
SOURCE: http://www.allianz-global-assistance.com/corporate/images/Helpme_synthesis.pdf |
http://www.tnooz.com/2013/07/05/news/twitter-evolves-as-a-strong-platform-for-virtual-travelconcierge-services/#MAJTEBJ4Vfqtcojg.99
SOURCE: PhoCusWright Travel Technology Survey 2012
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2. WHY USE SOCIAL MEDIA IN YOUR MARKETING EFFORTS?
According to a 2013 Vizu report, there is a clear link between
social media, amount of sales generated, and brand lift.1 A
social media campaign is valuable because it provides an
audience of fans or followers for a brand. When it comes to a
successful social media approach, it’s about driving results
through increased exposure to the brand and engaging with
a relevant, qualified consumer audience. Yet this is only the
first step in creating a long-term successful social strategy.
Loyalty
Major Facebook campaigns not only drive traffic to the
respective pages on Facebook, but they also generate
stronger cross-visitation between brand.com and the
brand’s official Facebook pages.
SOME RULES OF THE ROAD
1.
• People who visit brand.com and that brand’s official
Facebook pages exhibit stronger loyalty, allocating
more of their category visits to that brand’s site.
Use social media as part of an integrated campaign.
The use of social media is not merely a standalone tactic.
Rather, it is an important part of an advertiser’s toolkit to
influence brand awareness and engagement. Advertisers
are increasingly viewing social media advertising as an
integrated, cross-platform tactic to run in conjunction
with other online and offline efforts.2
2. Use social media to drive long-term engagement with
consumers. Brand success is tied to more than just
“likes”. Getting fans to engage with your brand will do
more to increase your ROI than simply having them “like”
your brand. The core of social media is getting consumers
to create content on behalf of your brand through
engagement and conversation.
• 3 of every 4 surveyed respondents indicated a brand’s
official Facebook pages had at least some influence
on their purchase decision.
56% OF CONSUMERS
say that they are more likely to recommend a
brand after becoming a fan on Facebook.3
SOURCE: “Exploring the Value of a Facebook User”- Expedia Media Solutions & Compete (Nov. ‘11)
awareness of their destination while also driving real results
in the amount of visitors and room nights booked.
SOCIAL CAMPAIGNS THAT WORK
One of the most efficient and cost-effective ways to initiate
a social media effort is to collaborate with major online
players to reach a wider base of relevant customers.
Travel marketers can partner with an Online Travel Agency
(OTA) like Expedia to leverage their scale, brand equity,
and deep connection to loyal travel enthusiasts.
Expedia Media Solutions has had major success in leveraging
social media to produce positive results for its clients. Many
travel brands have discovered that, by partnering with Expedia
Media Solutions, they can reach a large audience and raise
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• Generally, people who visit a brand’s official Facebook
pages visit the respective brand.com site more often.
By working with Expedia Media Solutions, travel marketers
can build their own fan base by connecting with the Expedia
audience. They also have access to more than 1,000 Expedia
market managers who can work with suppliers to secure
compelling deals for their fan base.
By telling a cohesive story across its social touch points, as
well as on the site directly, Expedia serves as the ultimate
engagement destination for fans and consumers dreaming
about their next trip or researching a specific region—and can
help destinations drive consideration with a targeted audience.
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3. EXAMPLES OF SUCCESSFUL SOCIAL PARTNERSHIP STRATEGIES
EXAMPLE 1:
CINCO DE MAYO WEEK PROMOTION
For its first-ever theme week, Expedia Media Solutions teamed up with
five Mexico travel partners to launch a Cinco de Mayo Week campaign in
2012, which generated extremely positive results for all participants.
Based on this success, these partners returned for an expanded campaign
in 2013. The 2013 campaign included on-site, email and social exposure:
• Expedia’s Facebook page was re-branded with a “Find your Fiesta” cover
photo for Cinco Week of Deals
Individual Market results were:
ROOM NIGHTS BOOKED
IN MEXICO (YOY increase)
• The Mexico Twitter Chat on May 1st drew over 12 million impressions
• The first-ever Expedia “Pin to Win” contest used Pinterest as a vehicle
for 5 Mexico trip giveaways
• Giveaway hotels each featured pictures to “pin” and received 2 images
in a Facebook photo gallery
• Engagement rates on Facebook jumped to 10.5% (benchmark is around
3.45%); image views for one album post alone exceeded 24,000 views
Cancun
+53%
+28%
Los Cabos
Vallarta
+35%
+65%
Mexico City
Cozumel
+54%
• YoY hotel bookings were up +76% on May 5
Riviera Maya
+36%
EXAMPLE 2:
SOUTH AMERICA WEEK PROMOTION
To increase tourism to South America—while driving transactions for each of the
participating sponsors—several South American airlines and tourism boards partnered
with Expedia Media Solutions. Dubbed “South America Week”, the campaign was
featured prominently on Expedia during a week-long celebration of South America.
PARTNERS
Aerolineas Argentina, Avianca Airlines, LAN
Airlines, Chile Tourism, Peru Tourism
DESTINATIONS
Argentina, Brazil, Chile, Colombia,
Peru, Ecuador
continues on next page
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4. EXAMPLES OF SUCCESSFUL SOCIAL PARTNERSHIP STRATEGIES
By collaborating with Expedia Media Solutions in a large social campaign,
these travel partners generated incredible results. This campaign ran across
Expedia’s social media channels promoting “South America Week”—timed
to correspond with Brazil’s Carnival in February 2013.
• Featured content from each of the partners on Expedia and across
Expedia’s Facebook, Google+ and Twitter pages.
• Included merchandising deals from each of the featured destinations
and drove users to a custom South America-themed landing page and
destination store on the Expedia site.
• Amplified engagement with a Twitter chat discussing South America
and a Buenos Aires hotel giveaway.
A SOCIAL SUCCESS:
Throughout “South America Week,” Expedia pushed out compelling
content allowing some of the rich images promoted on Facebook to reach
upwards of 5,000 views.
South America Week was well-received by Expedia Facebook fans; they
actively engaged with the content and shared their own perspective or
experiences related to a destination, and this halo effect benefitted the
partner brands, driving business results and qualified fan acquisition.
Avianca Airlines, which participated in two of the six days of the campaign
(and further amplified the brand’s presence on social media by pushing
out some of its own content), saw an increase of nearly 25,000 fans on
their own Facebook page during the week of the promotion.
A BUSINESS SUCCESS:
Aside from the strong engagement on
social platforms, South America Week
drove impressive business results for the
partners—especially in Room Nights
booked for each destination:
• Avianca (promoting Colombia and Ecuador):
6,700+ IMAGE VIEWS/25,000 NEW FACEBOOK FANS
ROOM NIGHTS BOOKED
(YOY increase)
• LAN Airlines (promoting South America):
6,500+ IMAGE VIEWS
Combined South America
+62%
• Chile Tourism:
4,000+ IMAGE VIEWS
Ecuador
Outside of Facebook, Peru sponsored the weekly Twitter Chat,
#ExpediaChat, which resulted in:
• 330+ PARTICIPANTS and generating 2,000 TWEETS
• Nearly 15 MILLION IMPRESSIONS during a 90-minute period.
Peru
Colombia
Brazil
+158% +145%
+87%
+84%
Argentina
Chile
+8%
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+37%

5. EXAMPLE 3:
ALBERTA TOURISM
During the summer of 2013, Expedia
developed a large-scale social campaign
with the province of Alberta, Canada,
called “Find Your Alberta.” This innovative
campaign featured a webisode series across
Expedia’s onsite and blog channels using travel
bloggers—along with a variety of tactics including:
• Custom Landing page featuring: Blogger webisode videos, real time Twitter
and Facebook feeds, Instagram feed and links to other relevant content
• Featured stories on Expedia’s new travel blog, Expedia Viewfinder™ with additional sharing across the social media
,
channels of Expedia & Travel Alberta & by the visiting travel bloggers, who themselves have dedicated online followings.
• Prominent placement on Expedia’s You Tube channel
• Offline marketing integration as Platinum sponsor of the Viewfinder launch party at TBEX (Travel Bloggers Expo).
Alberta had prominent exposure at the event as well as stage time to launch their own webisode series.
• Additional exposure across Facebook through Sponsored Stories (i.e. Facebook advertising)
While the travel bloggers were in Alberta, both Expedia and Travel Alberta’s social audiences had the opportunity to
follow along online and be part of their trip through the province—whether visiting a festival in Edmonton, hiking in
the Canadian Rockies or prospecting for fossils in Dinosaur Provincial Park.
The first phase of the Find Your Alberta campaign on Expedia.com launched in May 2013 and ran through the
summer. Later in the year, Travel Alberta will work with tourism industry partners throughout the province to host
Expedia’s travel bloggers in the creation of additional content which will complement Travel Alberta’s fall and
winter marketing campaigns.
“At Expedia Media Solutions we’ve found that our most successful online campaigns
are driven not only by innovation, but also collaboration,” said Noah Tratt, global
Vice President, Expedia Media Solutions. “These campaigns show how partners can
leverage Expedia’s existing campaigns, such as Find Yours, to build an emotional
connection with travel audiences, and grow visibility for their own brand.”
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6. HOW DO YOU KICK-START A SOCIAL MEDIA EFFORT?
Creating a successful social media campaign isn’t as hard as you may think. Travel marketers have a natural environment
to jump right in because travel lends itself well to engaging with interested consumers. Plus, as research has shown, travelers
rely heavily on reviews and social media sites to make travel purchase decisions. Keep the following in mind when thinking
about how to implement a social campaign:
PARTNERSHIP
Team up with strong brands in the space to help you drive engagement and awareness of your brand
or destination. Being able to offer quality content, reach an active, relevant audience, as well as
create innovative approaches, can all be made easier by partnering with a leader in the space.
ENGAGEMENT
Engagement is the right metric for social media. When you share quality content, you will get people
to come back to your page again and again. Travel is an industry full of inspiration so find what your
brand’s value or inspiration is and leverage it in new ways to get your target audience engaged.
TEST & LEARN
Social is moving at an unimaginable speed. Innovation is key to social media efforts because the space
is changing so rapidly. Take chances and know that the world of social media is adaptable and fluid.
With careful planning and collaboration, an integrated social media partnership can be a highly effective way to
reach new customers, engage with an interested audience, and spread favorable word of mouth.
To learn more about how Expedia Media Solutions can partner with you to create
a compelling social campaign, contact a Digital Sales Consultant today or visit:
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Paid Social Media Advertising: Industry Update and Best Practices 2013; ©2013 The Nielsen Company
AdAge, November 18, 2011
http://www.tnooz.com/2013/04/16/news/case-study-expedias-south-america-week/
1, 2
3
4
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