BTO 2015 Side ONE | Mercoledì 2 dicembre Oracle Hospitality Hall Every little thing she does is magic 12.10 : 12.50 www.buytourismonline.com www.buytourismonline.com/eventi/every-little-thing-she-does-is-magic/ Keynote Speaker Dorianne Richelle - Global Marketing Solutions Facebook

1. The
Magic
of
Travel
in
a
mobile
connected
world
Dorianne Richelle | Travel Vertical Lead | Facebook

2. “You’ve
got
to
start
with
the
customer
experience
and
work
back
to
the
technology.
Not
the
other
way
around.”
Steve
Jobs

3. SFO
NY
Travel
is
detail

4. SFO
NY
Total number of choices:
2
8
4
284
different
non-­‐stop
flights
87
other
flights
3
7
1
Travel
is
detail

5. SFO
NY
Total number of choices:
87
other
flights
3
7
1
3
rate
types
per
flight
1
1
3
,
1
Fly
First Class
$799
Fly
Business Class
$599
Fly
Coach (web only)
$349
Travel
is
detail

6. —Manhattan
576
properQes
in
ManhaRan
Total number of choices:
0
8
8
,
6
4
1
768
properQes
if
considering
other
boroughs
7
8
4
,
8
5
4
Each
hotel
has
8
room
types/rates
1. Suite
2. Standard
3. Deluxe
4. Penthouse
5. Scenic
view
6. Club
7. ExecuQve
8. Resort
2
7
2
,
8
3
8
,
6
Travel
is
detail

7. ?
Each
hotel
has
8
room
types/rates
Total number of choices:
,
2
7
2
,
8
3
8
6
I
also
want
to
rent
a
car.
There
are
9
car
rental
companies.
4
4
8
,
5
4
4
,
1
6
1. Suite
2. Standard
3. Deluxe
4. Penthouse
5. Scenic
view
6. Club
7. ExecuQve
8. Resort
Travel
is
detail

8. Total number of choices:
There are 13 car models
?
8
2
4
,
0
7
7
,
8
0
0
Travel is detail

9. Todays topics:
Changing consumer
behaviour
How Facebook
can help
Path to purchase in
Travel

10. The changing customer behaviour

11. MulQ
device
ownership
is
the
new
normal
90%
Germany
92%
France
89%
Netherlands
Source:
EMEA
MulQDevice
Study,
GfK
August
2015

12. Source: IDC Always Connected Report, US, March 2013
79%
all
but
2hr/day
Mobile
is
sQcky…

13. Source:
Facebook
Q2
014
Earnings
Call
14x
/day
And
it
is
ocen
Facebook
&
Instagram
count
for
1/5
of
every
mobile
minute
40
min
/day
1.39B
monthly
people
on
mobile
400M
monthly
people
on
mobile

15. 1.49 BILLION
on Facebook
900 MILLION
on WhatsApp
850 MILLION
on Groups
700 MILLION
on Messenger
400 MILLION
on Instagram
>8bn!
video views
2M!
advertisers
>1B!
Searches on
Facebook
Every day there are ...
>2bn!
Photo’s shared across
>1B!
Daily active
≈ 900M!
Mobile active users

16. The image part with relationship ID rId2 was
not found in the file.
VR / AR
aa!
VIDEOS
PHOTOS
Text

17. Mark Zuckerberg
Andrea Besmehn
Mark Zuckerberg
First time in Italy and I am absolutely mesmerized. What a beautiful day to
look around and share the amazing scenery with everyone!
Pallack Chandhok
Check out my new virtual pet Zeus. We’re gonna go for a walk.
Michael Flanders
HARDER,
BETTER,
FASTER,
STRONGER.

18. "Lost & Found"
In September 2014,
KLM launched a video
campaign on Facebook
named
« Lost & Found ».
The objective was to show
their passion for servicing
and highlight their new
product, the Lost & Found
service. video: 1min43
4.8m
video views
25m
people reached
€0.01 CPV
M/F 25+
targeted audience
€1.14CPM
€0.07 CPV
at 30 seconds

19. Mobile commands
ATTENTION

20. The
TV:
Big,
but
surrounded
by
distracQons

21. The
mobile
device:
Up
close
and
personal

22. Euro
Mobile
travel
gross
bookings
(eM)
Share
of
total
and
online
travel
market
and
annual
change,
2012–2016
Includes
both
smartphones
and
tablets.
Note:
2014–2016
projected.
Source:
U.S.
Consumer
Travel
Report
Sixth
EdiQon
©2014
Phocuswright
Inc.
All
Rights
Reserved
5,700
9,900
14,600
20,400
27,300
6%
10%
13%
17%
22%
2012
2013
2014
2015
2016
Total mobile gross bookings Share of online travel market
UK
-­‐
25%
DE
-­‐
23%
FR
-­‐
17%
ES
-­‐
17%
IT
-­‐
11%

23. Progressing
Facebook’s
markeQng
role
and
business
impact
Social
Listening
/
Reputa;on
Management
Stage
1
FuncQonal
Leadership
KPIs
• PR/Comms
Facebook
as
a
Brand
Building
Plaoorm
Stage
3
• Brand
managers
• Brand
health
• ConsideraQon
• Incremental
reach
&
sales
Social
Advocacy
/
Influence
Stage
2
• Social
champions
•
Fans
•
Engagement
•
Response
rates
•
SenQment/NPS
Business
Impact
Facebook
as
an
eCommerce
&
CRM
Plaoorm
Stage
4
• eCommerce/
Sales
• CRM
• Incremental
sales
• CPO
• ROI

24. The Path to Purchase in
Travel

25. Sparkler & Facebook, Near&Now, 2013
Travel
is
the
biggest
category
on
Facebook

26. Methodology:
Travel
Path
to
Purchase
• Size:
n=84
,
NL
GXL
panel
• Structure:
Bookers
of
a
short
holiday
(2-­‐4
nights)
in
the
months
June/
July
2015
with
data
registraQon
of
all
their
online
devices
• Analysis
period
of
historic
search,
browsing
and
app
usage
in
months
preceding
the
booking
date
• IdenQfy
digital
touch
points
during
research
phase
and
conversion
window
across
desktop
and
mobile
devices,
idenQfy
offline
and
above
the
line
influences
Total
GFK
panel
GXL
-­‐
passive
mulQdevice
data
registraQon
Bookers
1,004
Recent
travel
shoppers
(short
trip
booking)
• Usage
and
Attudes
Survey
in
by
GfK
Netherlands
• 1,004
Travel
shoppers
booking
short
trips
during
June,
July,
August
2015
• Explore
the
decision
making
process,
moQvaQons
and
devices
used
for
research
and
booking

27. People
are
open
to
inspiraQon
from
adverQsers
44%
want
travel
providers
to
help
them
find
what
they
want
online
through
proacQve
adverQsing
32%
think
the
best
way
to
aRract
their
aRenQon
is
to
inspire
with
interesQng
ideas
Source:
Travel
Path
to
Purchase
GfK
October
2015

28. of
people
are
undecided
about
at
least
one
part
of
their
journey
77%
of
consumers
don’t
know
which
provider
they’ll
choose
at
the
start
of
their
journey
62%
of
people
don’t
know
where
they’re
going
43%
The
opportunity
e.g.
in
short
trip
bookings:
Source:
Travel
Path
to
Purchase
GfK
October
2015

29. of
people
say
they
are
open
to
booking
with
a
new
provider
78%
Source:
Travel
Path
to
Purchase
GfK
October
2015

30. 75%
Travel
has
one
of
the
highest
online
market
shares
in
retail.
Mobile
is
taking
it’s
place
already
of
travel
is
booked
via
PC
69%
of
travelers
conduct
research
on
mobile
Source:
Travel
Path
to
Purchase
GfK
October
2015

31. Untapped
mobile
opportunity
Source:
Nielsen
Italy
&
IAB
Italy
esQmate
2014
€7.6B
€0.3B
2014
markeQng
spend
in
Italy
Mobile
display
spend

32. How Facebook can help

33. No
‘Magia’,
just
Real
People
MarkeQng:
The
right
ad
to
the
right
person
in
the
right
frequence
and
sequence
Measure
the
real
impact
of
mobile
1
2

34. IdenQty
• Reaching
real
people
not
cookies,
IP
or
email
addresses

35. TargeQng
on
Facebook:
real
people
markeQng
Also
on
mobile
Personal
• City/State/Zip
• Birthday
• EducaQon
• Workplace
• RelaQonship
status
Social
• Likes
&
interests
• Friend
connecQons
• AcQvity
(e.g.
check-­‐ins)
• Intent
Demographic
• Age
• Gender
• City
• Device
• OperaQng
System
Custom
targeQng
• Your
Loyalty
card
holders
• Your
customers
• Your
App
users
• Recent
(mobile)
website
visitors
• People
who
look
like
your
best
customers

36. People who
love Italian
food
People who are
engaged
People who
just returned
from a trip
People with an
intent to travel to
the beach
People who are
interested in
Italian soccer
Business
travellers
People who like
mountain/ski
resorts

37. Travel
audiences

38. Reach
Guaranteed
reach
of
unique
people
across
mulQple
devices
Frequency
With
a
controlled
impression
Reach&Frequency
and
Ad
Sequencing
Sequenced
Posts
are
served
in
a
certain
order.

39. Awareness/
ConsideraQon
EvaluaQon/
Conversion
Re-­‐
markeQng
Reaching
people
with
photo
and
video
stories
to
inspire
and
catch
aRenQon
Trigger
acQve
evaluaQon
and
conversions
with
ads
with
a
link
to
(mobile)
site
and
mobile
app
O
R
Boost
conversions
with
offer
ads
to
(mobile)
site
and
mobile
app
visitors
with
a
link
to
desktop
site
• Demographic
or
interest
targeQng
• Your
own
CRM
base
• Lookalikes:
people
who
look
like
your
customers
• Same
audience
as
above
• Use
Ad
Sequencing
on
FB
to
make
sure
the
ads
get
delivered
in
the
right
sequence
• Only
people
that
visited
your
website
or
app
• Use
FB
pixel
or
FB
App
SDK
to
make
these
target
groups
• Exclude
people
who
booked
Mobile-­‐Desktop
tacQcs
in
pracQce:

40. SequenQal
storytelling
with
video
ads
generated
awareness
+
carousel
ads
spurred
acQon

41. No
‘Magia’,
just
Real
People
MarkeQng:
The
right
ad
to
the
right
person
in
the
right
frequence
and
sequence
Measure
the
real
impact
of
mobile
1
2

42. Cookies
do
not
allow
accurate
targeQng
Ø 74%
of
people
have
more
than
one
cookie
Ø On
a
4-­‐week
period,
64%
of
people
use
more
than
one
device
0%
5%
10%
15%
20%
25%
30%
1 2 3 4 5 6 7 8 9 >10
Number of cookies per person
Source
:
Atlas,
populaQon
Facebook
global,
November-­‐December
2013

43. Cookie-­‐based
serving
and
measurement
is
flawed
Cookies
don’t
work
on
mobile:
• 26%
overstatement
of
reach
• 59%
accuracy
in
demographic
targeQng
• 41%
understatement
of
frequency
Source: Atlas internal data, 2014; Nielsen OCR, May 2014

44. Key
=
IdenQty
• Reaching
real
people
• Measuring
real
people’s
behavior

45. 65% of conversions that result after a
mobile impression take place on desktop.
Identity is critical
Measurement around people, not cookies
* Based on FB analysis of 34K ads, 3.2B impression overall, 4.9MM clicks, 300K checkouts, Oct 2013, 2-5 day attribution window, 1 day attribution
value

46. People
based
measurement:
Cross
device
reporQng

47. Alice:“How
long
is
forever?”
White
Rabbit:
“SomeQmes
just
a
second”
Alice
in
Wonderland,
Lewis
Carroll

48. Some
global
staQsQcs
on
mobile
travel
behaviour:
In
China,
this
year
for
the
first
Qme
more
digital
mobile
travel
sales
will
come
from
mobile
than
from
desktop
(23.2B$
mobile
vs
12.8B$
desktop,
eMarketer,
Analysis
InternaQonal
Enfodesk
2
Oct
2015)
1
in
3
US
traveller
use
their
mobile
device
to
research
for
a
vacaQon,
whilst
actual
mobile
bookings
are
up
with
15%
from
2013-­‐2014
(Phocuswright
Traveler
technology,
2014)
It
is
expected
that
1
in
5
online
bookings
in
Europe
will
be
on
mobile
in
2016
(Travel
Weekly,
June
22
2015)

49. Top
Qps
to
make
the
most
of
these
insights
Inspire
on
mobile,
convert
on
desktop
Measure
across
devices,
take
views
into
account
(lose
the
click-­‐addicQon)
Prepare
for
the
next
step:
make
mobile
booking
a
simple
experience

50. Thank you!
Dorianne
Richelle,
December
2015