Facebook session at the 2013 E-Tourism Africa Summit by Warrick Godfrey from Facebook

1. Warrick Godfrey – Facebook Africa
Facebook for business
E-Tourism Summit 2013

2. All the people who matter to you

3. Reach your target audience at scale
Source: Facebook internal data based on inferred and reported data, March 2013
69M
people use Facebook
every month
in Africa
On average, more than
1B+
people use Facebook
every month
globally
On average, more than

4. Facebook reaches key travel markets
Germany Nigeria Brazil UK South Africa
Reach 25M
10M
67M
33M
9M
Source: Facebook internal data, Feb 2013; comScore, Feb 2013

5. Source: Facebook Internal Data, April2013
13-17
more than
9MILLION
ACTIVE
USERS
8%
(728 THOUSAND)
33%(3 MILLION)
59%(5.6 MILLION)
18-24
25-34
35-44
45-54
55+
AGES
7%
31%
33%
14%
6%
8%
AVG NUMBER OF
FRIENDS
205
AUDIENCE – SOUTH AFRICA
AVG AGE
32
PAGE LIKES
22
Affluent Travel
Target Audience

6. Source: Facebook Internal Data, April 2013
STORIES SHARED EACH MONTH – AFRICA
Video
uploads
Check-ins Wall
posts
Photo
uploads
Status
updates
Comments Messages Likes
1.3MILLION
4MILLION
190MILLION
404MILLION
319MILLION
2BILLION
7BILLION
4.7BILLION

7. Price Location Brand
Traditional differentiators are commoditized

8. Algorithm
Crowds
FriendsFriends
Back then Agents Internet UGC Social
Expert

9. People Travel

11. of Facebook users stated
that seeing friends’
vacation pictures inspired
them to book a trip to that
particular place
52%
update their status
and/or share photos
while on holiday
70%

12. of online travelers visit social
networking sites to influence
destination selection
40%
more likely to book a trip from
a friend liking a Page than they
are from responding to a
traditional advertisement
80%

13. Travel is inherently social
Friends used to discuss it offline…
83%
trust a travel
recommendation from
friends and family
60%
factor online opinions into
their travel decisions

14. These conversations are happening across
the whole travel cycle
I dream
I plan
I travelI’m there
I’m back
76% post vacation
photos to a social
network when they
get back
46% check in to a
location
59% post a Facebook
status about an
upcoming vacation
52% like Facebook
pages specific to an
upcoming vacation
Source: Mashable, March 2012
70% update
their status
55% like a vacation
specific page when
they get back
40% post
online reviews
72% post
vacation photos
to a social network

15. Now, conversations about travel occur on Facebook …
2/3
Share holidays plans
on Facebook
Sources: Forbes (July 2012), Mashable (March 2012)

16. Over 50%
Say that seeing
friends’ vacation
pictures inspired
them to book a trip to
that destination
Now, conversations about travel occur on Facebook …
Sources: Forbes (July 2012), Mashable (March 2012)

17. Over 70%
Update their status
and/or share photos
while on holiday
Now, conversations about travel occur on Facebook …
Sources: Forbes (July 2012), Mashable (March 2012)

18. Over 50%
Like pages specific to
a vacation
Now, conversations about travel occur on Facebook …

19. Connecting with People at Each Stage of Travel
DREAM PLAN BOOK
Targeting Behavioral Travel Clusters Intent Travel Clusters
Custom Audience
Creative CEI publishing strategy (Newsfeed)
Optimize for Graph Search and Nearby
Ad Units Offers
Facebook Exchange
Mobile App Install
Measurement Integrate Facebook SDK to improve analytics and oCPM to optimise bidding
Newsfeed and RHS

20. Travel companies are building their presence on Facebook …
Source: Facebook internal data
Facebook
fans:
92k
Facebook
fans:
60k
Facebook
fans:
56k
Facebook
fans:
97K
I Love
Durban
Mango
Airlines
Tsogo SunVaya
Mzansi
Facebook
fans:
56k
Facebook
fans:
294K
SAA I ♥ Cape
Town

21. How can Facebook help your business

22. Name your objective
Start with your marketing objective and then build your Facebook strategy

24. Everything you need is in place
Facebook Strategy Facebook Solution
Clusters, Custom Audience
FBX, Mobile App Install
Branding Target your audience more
effectively than ever before
OffersAmplify your promotions
Improve checkout conversion
PagesImprove and react on
customer feedback
Custom AudienceImprove CRM and Loyalty
Promotions
Sales Conversion
Service
Rewards

25. Facebook.com/business/start2success

26. People
travel

27. Travel Purchase Path is Longer Than Any Other Category
Site Visits Before a Purchase
Source: Clickstream - Beyond last click: Understanding your consumers’ online path to purchase
People visit
3X
as many sites
more than 2Xas often
before purchasing travel

28. Remarketing
Targeting for every marketing tactic
An overview of Facebook’s targeting options
Demographic
Vertical Audiences
& Broad Categories
Custom Audiences
Tool
Facebook
Exchange
Partner Audience
Prospecting