Facebook's Neasa Costin's presentation from WTM Social Travel Market

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