Business impact of social media i com rome 2012
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Business impact of social media i com rome 2012
- 1. Business Impact of Social Media iCOM Rome 2012 Janice Chan Starwood Hotels Asia Pacific Ā©2012 STARWOOD HOTELS & RESORTS WORLDWIDE, INC. | Proprietary & Confidential
- 2. Starwoodās Facebook Presence Reputation Management Impact 2 3000+ / month responses to questions and crises
- 3. Barge into Bangkok. Regal Readiness. Isnāt this photo fabulous? Makes us want to be in Bangkok right now! Based on last 100 Offers Branding 3 posts
- 4. Branding Impact Avg 15,000 Impressions / Post Avg 5,000 People Talking About This A Week Social Engagement Index = Engagement Rate +Consumption Rate + Virality + Fan Acquisition Starwood Travel Exclusives SEI = 5 4
- 5. Driving Conversion Thru Social Booking is User sees content tracked by on Facebook Clicks on a Link Makes a booking OmnitureĀ® Page or Newsfeed Clicks on this Facebook Link 5
- 6. Driving Conversion Thru Social Ad Units Targeting ā¢ Tier 1 cities throughout Asia Pacific ā¢ Interests: Luxury, Travel ā¢ Specific Verticals (Education, Company) ā¢ Age: 28+ ā¢ CPC Ad Units Direct Response ā¢ Sponsored Posts ~$3.72 / 1000 Impressions (CPC) Fan Acquisition ā¢ Sponsored Stories ~ $1.21 / Fan ā¢ FB Market Place Ads ~ $1.20 / Fan 6
- 7. Facebook as Ad Network 7
- 8. Facebook as Ad Network Now: Atlas cookies ā¢ Demo 25-45, geographic ā¢ Keyword in status updates targeting ā resorts, hotels, holidays, travel ā¢ Geo: Thailand, Singapore, India, Japan, Malaysia ā¢ Best Markets TH & SG R:E 20+ ā¢ CPC buys Future: Facebook cookies ā¢ Placement of publisher tags in booking confirmation page using BrightTag ā¢ Publisher optimizes on bookings 8