#eTAS14 Presentation - Billy Lousteau of Facebook
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#eTAS14 Presentation - Billy Lousteau of Facebook
- 1. #eTAS14
- 2. Billy Lousteau-Client Solutions Manager SSA Warrick Godfrey-Client Partner SSA
- 3. AGENDA FACEBOOK IS A MAJOR PLAYER MOBILE IS A HUGE OPPORTUNITY SEGMENT CREATIVE TO PARTICULAR AUDIENCES USE THE RIGHT TOOLS TO HELP DRIVE BUSINESS KPI’S ITS BUSINESS
- 4. #FACEBOOK IS A MAJOR PLAYER
- 5. 1.3 Billion PEOPLE 1 Billion Mobile 829 million people every day, 650 million of those people are on mobile every day
- 6. 1.3 billion people A lot of people The right people Connected people Dream Plan Book Experience Reflect
- 7. Facebook Targeting Core Audiences Lookalike Audiences Custom Audiences Sophisticated targeting with unsurpassed accuracy Reach the people you already know Find more people like your best customers
- 8. All of the people who matter to you.
- 9. #MOBILE IS A HUGE OPPORTUNITY
- 10. The new normal: Empowered customers using their smartphones to book travel Walk-in Agent Call Centre Internet (Desktop) Mobile (Smart) TeleText Mobile (WAP)
- 11. The Internet is shifting to mobile 2,000 1,800 1,600 1,400 1,200 1,000 800 600 400 200 - Worldwide Smart Device Shipments (Millions) Smartphones 45% 2010 2011 2012 2013 2014 2015 2016 Sources: IDC; IC4D 2012 Maximizing Mobile, World Bank, July 2012 of the world population will have a smartphone in 2016
- 12. Facebook is at the centre of this shift to mobile 1out of every One out of every four minutes on mobile is spent with Facebook or Instagram Source: Comscore March 2012 4 minutes
- 13. 14 times a day is the average number of times a user checks Facebook on their mobile IDC Always Connected Report, March 2013
- 14. Getting started is easy
- 15. Objective: Awareness and download Target people by mobile device: Android, iOS, smartphone, tablet Measure installs and downstream ROI Customizable, larger images now available NEW higher click-to-install rate than standard mobile banner ads 10x
- 16. Objective: Usage and conversion Target your app users on Facebook with Custom Audiences Deep-link and measure ROI for in-app actions Customizable calls-to-action: Open Link Use App Play Now Shop Now Listen Now Watch Now Book Now
- 17. #SEGMENT CREATIVE TO PARTICULAR AUDIENCES
- 19. A story about our country
- 20. With individual chapters of beautiful people
- 21. Celebrating things that are core to millions of others
- 22. America is beautiful Introduced and ignited through personal passions
- 24. LBGT 13M Americans 4.6M Women Surfing 6.2M Native American 5M Middle East Descent 14.4M Mexican USH 9.8M New Parents 18.5M Newlyweds 7.6M Asian Parents Nat. Parks 1.7M
- 27. #USE THE RIGHT TOOLS
- 28. Throughout the purchase cycle
- 29. Targeted reach
- 30. Reach real people with accuracy Source: Nielsen OCR, August 2013 89% accurate 38% The average online reach for narrowly targeted campaigns is accurate The average Facebook reach for narrowly targeted campaigns is
- 31. Business Travellers Education Travel Pattern Job Title Company Keywords
- 32. Put your business in the most engaging space online and on mobile IDC Always Connected Report, March 2013
- 34. CRM: Find Your Best Customers on Facebook Reach your specific customers or prospects at scale Facebook Your CRM database Matched targets
- 35. Custom Audiences Use Cases Customer activity-level testing Targeted to: Frequent flyers Business-class passengers
- 36. Lookalike Audiences Find more people who look like your best customers Frequent flyers Business-class passengers Customers who booked a flight in the last 3 months and people who look like them
- 37. Measure results across devices Conversion pixel SDK Third-party measurement
- 38. #ITS BUSINESS
- 39. Brand awareness is the first step towards ROI Build brand Drive intent Acquire customers Cross-sell and upsell Awareness Consideration Conversion Loyalty
- 40. #What's your real BUSINESS KPI
Editor's Notes
- From dreaming, to planning, booking, experiencing, and reflecting. Because people are so connected, they are sharing more during every one of these phases. So—now that technology is shifting more to people— People are the easiest lever you have because people are at the heart of travel. Imagine if we redesigned marketing around people, instead of products. What if we built from scratch a marketing system based on people? What would it look like?
- Welcome, etc. Great to be here. I see some familiar faces here, and some new ones. We have a lot to share about travel and Facebook today and we’re really pleased that you could join us.
- One of Facebook’s most effective opportunities for advertisers is our ability to reach people across the globe, but to put that into real numbers, We see over 800 million people every day, 650 million of those people are on mobile every day. To put that in perspective, 1 in every 7 people in the WORLD using Facebook That’s millions of people at every stage of the purchase funnel Millions of people discovering products/services in their news feed and forming an opinion, an interest, a desire way before they ever turn to things like Search engines.
- Marketers want reach. The fact is as old as marketing itself. There’s no sense marketing our products to people who have no interest in buying it. They would be connected to each other, which marketers like to call influence. And they would be connected to businesses, which marketers call loyalty. I think you can see where I’m going with this. Facebook has a lot of people No matter what device people are using, they’re on Facebook. Facebook connects you across devices. In fact, 874 million people use FB mobile. And 507 million log on daily on mobile.
- Data and accuracy power 3 distinct Facebook offerings: Core Audiences Demographics, Interests, Behaviors, Location From the information you share in your profile and behaviors you exhibit on our platform, to what we know about people in the offline world thanks to our partnerships with trusted third-party data providers Custom Audiences Contact lists and signals from your website and mobile app Lookalike Audiences Sophisticated science and modeling used to identify audiences that look like the people you already know
- Every day. Everywhere, people are using Facebook. But it’s not just about a lot of people, it’s about reaching and having access to all of the people who matter to you. The reality is that whether you’re a CVB, an OTA, or a supplier, the most important issues you face are those of… People. This is the key differentiator for us. People are the center of the Facebook platform, so naturally, people are at the core of our targeting products. Our goal is to help you reach all the people that matter to you.
- Technological disruptions are not a new thing in Travel: as one of the oldest industries in the world, technology has been shaping Travel for decades. However, over the last 10 years, the advent of ecommerce and mobile commerce have been forcing traditional travel companies to adapt and become multichannel marketers, marketing to customers before, during and after they visit their offline and online sites.
- Internet usage is shifting to mobile. There are 1B smartphone users globally, with 5B people using mobile phones. Smartphone user adoption is just getting started as there are 4B potential global smartphone users.* Global mobile traffic is growing rapidly to 13% of Internet traffic. Mobile is the first screen for web connectivity - global mobile installed base is now bigger than desktop.
- Facebook is at the centre of the shift to mobile. Not because of our technology but because of people and the speed in which they are moving. Our first billion was built on desktop with a little bit of mobile thrown in…our next billion users will be built on mobile 8 years to get to 1 billion users, 4 years to get to 600 million mobile users – we launched the first version of the iPhone app in 2008. If you look at this trajectory, we expect mobile growth to continue to accelerate. MORE THAN 1 in every 4 minutes on mobile is spent on FB and Instagram. And 47% of our users are mobile only.
- And we have people in the most engaging space on the internet with global users checking their news feed on average around 14 times a day. ` The reason they check their news feed so much is because they are discovering content that matters to them. From their friends, family and brands that they care about.
- Internet usage is shifting to mobile. There are 1B smartphone users globally, with 5B people using mobile phones. Smartphone user adoption is just getting started as there are 4B potential global smartphone users.* Global mobile traffic is growing rapidly to 13% of Internet traffic. Mobile is the first screen for web connectivity - global mobile installed base is now bigger than desktop.
- Internet usage is shifting to mobile. There are 1B smartphone users globally, with 5B people using mobile phones. Smartphone user adoption is just getting started as there are 4B potential global smartphone users.* Global mobile traffic is growing rapidly to 13% of Internet traffic. Mobile is the first screen for web connectivity - global mobile installed base is now bigger than desktop.
- Phones are the most personal and social devices in history – it’s a device that is a constant companion through every life experience, has all your content, and which you never share Data suggests that 54% of people use their phones while lying in bed, 30% of people check their phones at dinner table and amazingly 39% check their mobile phones while in bathroom! The power of the mobile phone is transformative. The average smartphone today is 100K times faster than the Apollo computer that took man to the moon
- For the Super Bowl, Coke wanted to celebrate their core positioning around happiness and illustrate it through diverse ways in which Americans pursue happiness. Their goal was to elevate the conversations around Coca-Cola from a brand level, to a cultural one. They developed a film to do this called America is Beautiful.
- The film was a made up of a series of chapters of American people, pursuing the things that make them happy.
- Each chapter celebrated things that are core to millions of others. From marrying the person you’re in love with to getting out and doing things that connect you to your loved ones.
- Relevancy works: Asian Americans had the highest Click-thru-rate at 6.42 Israeli Americans had a CTR of 4.71 The LBGT Target Group had the highest # of Video Plays at 607k
- Small World Machines
- Small World Machines
- Over the last 12 months, Facebook has rolled out a number of solutions that have helped advertisers be more effective throughout the purchase funnel. Whether you are prospecting new customers or remarketing to current or past customers, Facebook has created effective solutions to help clients be more successful. We could spend time on each and every one of these options, but in the interest of time and sharing best practices from the Travel industry, I’m going to focus on the three buckets where we see the most success with our Travel partners which are Targeted Reach, CRM and Retargeting and Mobile.
- Let’s start with Targeted Reach
- But what we think is really impressive is not just the reach, but it’s that reach combined with the accuracy in which we are able find the customers you want to connect with. In fact, almost 90% of our targeting is accurate, compared to the average narrowly targeted online campaign, which sees only 38% accuracy. People are themselves on Facebook, which means we can deliver more accurate targeting, based on real information about our users. This also means that advertisers can deliver the most relevant messages to their target audiences without wasting impressions like they do in other mediums where they have to rely on cookie based or infered data.
- I wanted to share an example with you of how we can build bespoke audience clusters across Facebook. If we look at Business Travellers as an example just to illustrate some of the ways you can reach the people who matter to you We’ve built a custom cluster group that includes people who have traveled internationally more than 5 times in 90 days (by looking at IP) Includes people who have graduated from top European Universities And also includes people who have senior positions at large companies. We feel that this approach is really useful for brands. And this type of approach could easily be applied to any of the key audience segments that Virgin Holidays target such as Young Explorers, Smart Families or Top of the Piles etc.
- And you can deliver these messages in the most engaging space on the internet. In thinking about this reach and targeting, we have to think about placement. As an advertiser, your focus is on scaling your marketing in the most effective and engaging way. And that’s where News Feed comes in! Facebook newsfeed isn’t just the most human moment on the internet, it is the most relevant moment. Where people find out what’s going on in their lives – from other people, from news sources, from businesses. There is no single thing that happens more often, every day on the internet than people looking at their facebook news feed. The average users checks their news feed around 14 times a day on their mobile. [CLICK]
- The second opportunity for driving results on Facebook is leveraging your CRM data and overall web traffic more effectively We can build loyalty through engaging ads and incredible reach. We are the only platform that enables you to use our deep knowledge of our users combined with your own customer data. Your targeting can be as broad or as specific as your business objectives.
- There is a lot of discussion in the press about how much information Facebook has about our users. But the truth is you know plenty about your own customers and we are simply a platform that provides more opportunity to engage those customers using customized, targeting messaging that compliments all the information you already know about your base. With Custom Audiences we provide the ability to use this information to reach those specific groups on Facebook to cross or up-sell to them or simply engage them on a more regular basis in a more effective way. Without a doubt, this is one of the best performing solutions across the Travel category on Facebook today. Additionally, as you think about the strategy for your best customers and growing that base, Custom Audiences also becomes the foundation for Facebook to help you identify more customers who look like your best customers with Lookalike targeting
- An example here shows how SAS Travel use custom audiences to target both frequent flyers and also their Business-Class passengers
- Lookalike Audiences is an easy way to find your new best customers. Lookalike Audiences lets you reach new people who are likely to be interested in your brand because they are similar to your Custom Audience. When you use Custom Audiences, you can choose to create a ‘lookalike segment’ composed of people who are similar to it. Facebook builds this Lookalike segment based on thousands of data parameters. Because Lookalikes are similar to existing customers, this solution is great for audience expansion or prospecting. Secret Escapes: Secret Escapes is a rapidly growing membership travel website, with more than 3.5 million users in the UK. It negotiates exclusive discounts on hand-picked luxury hotels and holidays, then shares these with members via regular e-mails and on Facebook. They use Custom Audiences to reach their members across Facebook. They then use Lookalike Audiences to also find new, similar audiences there too. Using Lookalike Audiences actually increased click-through rates on Secret Escapes’ ads by 134 per cent and boosted their acquisition volume and search sign-ups by 105 per cent. Targeting specific audiences brought the lifetime value of acquired customers close to that of customers acquired through Google paid search.
- For a complete view of your campaigns on both desktop and mobile app, leverage the Facebook conversion pixel and the SDK. The Facebook conversion pixel will allow you to see actions taken from your ad to your website on any devices, while the SDK allows you to measure the specific actions people take from your ad and within your mobile app.
- Taking a step back, we appreciate that you’re trying to improve the brand metrics most important to your business. Ultimately, this will help drive ROI through sales. Brand awareness is the first step towards driving ROI.