2011 TDS Asia Workshop - Facebook Engagement

Building Winning Social Media
Campaigns on Facebook
ric shreves, water&stone
Saturday, May 21, 2011

resources
learn more:
visit our website at
http://waterandstone.com

download the white paper:
http://accounts.waterandstone.com

download the presentation:
http://accounts.waterandstone.com
(look for the downloads link)


Today’s Topics

Asia travel on Facebook

Market Leaders

Content Analysis

Using Facebook effectively


The 2011 Facebook
Engagement Report
focused exclusively on the
Asia Travel Industry
white paper produced for
eyefortravel
research conducted in April
2011
available free of charge via
download from the water&stone
website

overview of the report
The report assesses 20 Asian Travel
Brands on a variety of metrics related
to activity and engagement on the
social networking site, Facebook.

The goal is to discern trends and
patterns that deﬁne the market
leaders’ use of this inﬂuential social
media channel.


principal conclusions
The last 12 months have provided huge
growth in Facebook usage and Fan Base
for the large brands.
Use of custom tabs is still at relatively
low levels.
Brands are largely failing to leverage their
social media efforts.
Very few brands are taking advantage of
the full interactive potential of the
Facebook platform.


the top 20* brands
AirAsia Malaysia Airlines
Air New Zealand Mandarin Oriental
Anantara Pan Paciﬁc Hotels
Asiana Qantas
Cathay Paciﬁc Shangri-La
Dusit Thani Six Senses
HPL Hotels Thai Airlines
Jetstar Tiger Airways
Karma Resorts Tune Hotels
Korean Air Wotif

* “top 20” refers to levels of engagement/activity on Facebook. The list above is alphabetical.


facebook users in Asia
Indonesia 38,475,320
Philippines 21,523,360
Malaysia 10,508,200
Taiwan
9,168,620
Australia 9,721,920
Thailand 8,510,740
Hong Kong 3,658,020
South Korea 3,733,280
Japan 3,170,620

Indonesia has the second largest Facebook population
in the world!

The Market Leaders on
Facebook


a year of strong growth
2010 2011

Average # (median)
Fan Pages per Brand 8 11

Most Common # (mode)
Fan Pages per Brand 2 6

Average # (median)
Fans per Brand 24,656 147,547

50% of our brands saw their fan base grow
more than 500%


Number of Fans (“Likes”)
AirAsia
1,322,243
Malaysia Airlines 355,073
Cathay Paciﬁc 204,920
HPL Hotels 185,629
Air New Zealand 166,703
Shangri-La 142,291
Tiger Airways 85,466
Jetstar 83,790
Mandarin Oriental 82,821
Wotif 56,511
Qantas 46,839
Thai Airlines 40,875
Karma Resorts 30,932
Asiana 30,835
Dusit Thani 29,630
Tune Hotels 28,159
Korean Air 21,806
Six Senses 17,860
Pan Paciﬁc 9,948
Anantara 8,591


Growth since 2010
AirAsia 682 %
Malaysia Airlines 537 %
Cathay Paciﬁc 1,073 %
HPL Hotels 440 %
Air New Zealand 531 %

Shangri-La 534 %

Tiger Airways 899 %
2,700 %
Jetstar
430 %
Mandarin Oriental
2,677 %
Wotif
233 %
Qantas
376 %
Thai Airlines
622 %
Karma Resorts
Asiana
4,376 %
Dusit Thani
Tune Hotels
Korean Air 72 %
Six Senses
Pan Paciﬁc 409 %
Anantara


How many fan pages?
6 12 18 24 30
Six Senses 28
Mandarin Oriental 25
Shangri-La 23
Pan Paciﬁc 18
Dusit Thani 17
Air New Zealand 16
HPL Hotels 14
AirAsia 12
Cathay Paciﬁc 12
Thai Airlines 9
Anantara 7
Korean Air 7
Tune Hotels 6
Karma Resorts 6
Qantas 6
Jetstar 5
Malaysia Airlines 5
Asiana 2
Wotif 2
Tiger Airways 1


How are they using it?


Default tab usage
10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Photos 98%

Discussions 57%

Notes 50%

Events 47%

Video 33%

Links 20%

Polls/Questions 14%

Reviews 12%


custom tabs
Third-party applications take many forms
Games
Contests
Enhanced/Extended Content
iFrames

Less than 50% of the Pages surveyed employed custom tabs.


“welcome” pages
Set the tone
Inﬂuence the
user’s path on
the page


“reveal” pages
Easy way to
help inspire
people to like
the page.
Couple call to
action with an
incentive.
Simple code;
mostly a matter
of design.


customer service
An emerging
area
Receiving little
attention from
brands in Asia
Chance to be a
market leader


human resources
Hiring
Training
Purpose-built Fan Pages


information
Announce new products
& services.
Provide product details


booking


new tech: iFrames
Build richer pages
“Own” your
content
Control icons in
menu area
Few ﬁrms are
using these!


Leveraging social media
1% 2% 3% 4% 5% 6%

Twitter 6%

YouTube 5%

RSS 2%

Flickr 1%

FourSquare 1%


YouTube
3rd party apps
Involver, most popular


RSS
Bring in your blog, or
your corporate news
feed
Drive trafﬁc out to your
site


Twitter
Display your Twitter
feed inside your
Facebook Fan Page
Uses 3rd party app
Involver, most popular


foursquare
Display your
foursquare listing
Shows tips from
visitors
Shows the Mayor
3rd party widget


Use of interactive promotions
1% 2% 3% 4% 5% 6% 7% 8%

Contests 8%

Bookings 8%

Facebook Only Specials 4%

Games 1%


promotions
Set it as the
landing page to
keep this in the
forefront.
Multiple promo
tabs may
distract
Provide call to
action


contests
No need to use
a third-party
app...


apps
Not widely
used - probably
due to expense
Airlines are the
only segment
producing apps
in this survey
Most are
games


Lessons learned
Execute campaigns across channels
Integrate selling tools into Facebook
Increase interactivity to build fan base
and increase page views
Integrate your other social media
channels
Implement iFrames
Offer Facebook-only promotions
Be present & active to engage fans

Don’t silo your social media!


thank you!
ric shreves
waterandstone.com


2011 TDS Asia Workshop - Facebook Engagement

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2011 TDS Asia Workshop - Facebook Engagement