stm 2012 facebook neasa costin
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Facebook's Neasa Costin's presentation from WTM Social Travel Market
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stm 2012 facebook neasa costin
- 1. FACEBOOK: HOW TO USE IT IN TRAVEL Neasa Costin - Facebook
- 2. Agenda • Travel is inherently social • How people are talking about your travel company • Steps to Success • Case Study @socialtrav ,#STM2012
- 3. Why is Facebook the BEST platform to promote Travel?
- 4. 1 BILLION 58% return daily MONTHLY ACTIVE USERS
- 5. Source: Facebook Internal Data, Mar 2012
- 6. the world has changed How we consume media is rapidly changing too …
- 7. The amount of data we process daily is increasing We turn to our friends to filter this information Friends Interests Friends´interests
- 8. The web is being rebuilt around people. No advertising has more impact than the opinion of friends and family Friends Interests Friends´interests
- 9. People are extremely engaged on Facebook… 85% of people on Facebook are content creators 5.5B stories posted every day (worldwide, average) Source: Facebook internal data, June 2012.
- 10. These conversations are happening on a massive scale
- 11. Information Stories 42% 60% 83% milestones posted on trust a travel factor online opinions people’s timelines are recommendation from into their travel decisions about travel friends and family
- 12. Conversations about travel occur on Facebook … 2/3 Share holidays plans on Facebook Sources: Forbes (July 2012), Mashable (March 2012)
- 13. Conversations about travel occur on Facebook … Over 50% Say that seeing friends’ vacation pictures inspired them to book a trip to that destination Sources: Forbes (July 2012), Mashable (March 2012)
- 14. Conversations about travel occur on Facebook … Over 70% Update their status and/or share photos while on holiday Sources: Forbes (July 2012), Mashable (March 2012)
- 15. Conversations about travel occur on Facebook … Over 50% Like pages specific to a vacation
- 16. These conversations are happening across the whole travel cycle 59% post a 76% post vacation Facebook status photos to a social about an upcoming network when they vacation get back I dream 55% like a vacation specific page when 52% like Facebook they get back pages specific to an upcoming vacation I’m back I plan 40% post online reviews 70% update their status I’m there I travel 46% check in to a 72% post vacation photos location to a social network Source: Mashable, March 2012
- 17. Steps to Success
- 18. 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
- 19. Reach the right people more efficiently with more accurate ad targeting Broad campaign Narrow campaign accuracy accuracy 95% 90% 72% 25% 60% cost cost savings savings 35% Online Facebook Online Facebook average average Source: Nielsen OCR, October 2011.
- 20. Social ROI
- 21. Introducing 4 new products for driving results Facebook Custom Audiences Exchange Mobile App Offers Install Ads
- 22. 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.
- 23. In a crowded Email marketing space…
- 24. How does it work? 1 2 5 Audience segment Power Editor List of people interface Company computer (emails, UIDs, 3 Facebook system phone) 4 • Sign-up CTR up 43% • Cost per Lead down 30 % Company’s hashed Facebook’s hashed data data
- 25. Introducing: Facebook Exchange (FBX)
- 26. Volume Rest Faceb Facebook serves ook 25% Of the world’s display ad impressions (Comscore)
- 27. FBX – Facebook Exchange
- 28. Trials have shown great results TechCrunch Mashable Bloomberg
- 29. Mobile
- 30. Reach people in more places with Facebook mobile 543M mobile monthly active users 67% YOY mobile monthly active user growth Source: Facebook 10Q, June 2012.
- 31. Your brand can be the core of our mobile experience Full screen on mobile
- 32. Introducing: Mobile App Install Ads
- 33. Takeaways
- 34. Facebook drives business results more effectively More reach Better targeting Business results Monthly active users Broad campaign accuracy Across 60+ campaigns: 1 billion 58% return daily 95% Across all 72% 5x+ platforms 25% ROI 3-5x 67% cost savings ROI YOY growth Online Facebook • 70% had 3x+ return on ad 543 Mobile average spend M • 49% had 5x+ return on ad spend
- 35. With thanks to our partners