Date post: | 15-Jan-2015 |
Category: |
Travel |
Upload: | e-tourism-frontiers |
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Warrick Godfrey – Facebook Africa Facebook for business
E-Tourism Summit 2013
All the people who matter to you
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
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
Source: Facebook Internal Data, April2013
13-17
more than
9 MILLION 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
Source: Facebook Internal Data, April 2013
STORIES SHARED EACH MONTH – AFRICA
Video
uploads Check-ins Wall
posts
Photo
uploads Status
updates
Comments Messages Likes
1.3 MILLION
4 MILLION
190 MILLION
404 MILLION
319 MILLION
2 BILLION
7 BILLION
4.7 BILLION
Price Location Brand
Traditional differentiators are commoditized
Algorithm
Crowds
Friends Friends
Back then Agents Internet UGC Social
Expert
People Travel
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%
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%
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
These conversations are happening across the whole travel cycle
I dream
I plan
I travel I’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
Now, conversations about travel occur on Facebook …
2/3 Share holidays plans
on Facebook
Sources: Forbes (July 2012), Mashable (March 2012)
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)
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)
Over 50% Like pages specific to
a vacation
Now, conversations about travel occur on Facebook …
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
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 Sun Vaya Mzansi
Facebook fans:
56k
Facebook fans:
294K
SAA I ♥ Cape Town
How can Facebook help your business
Name your objective Start with your marketing objective and then build your Facebook strategy
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
Offers Amplify your promotions
Improve checkout conversion
Pages Improve and react on customer feedback
Custom Audience Improve CRM and Loyalty
Promotions
Sales Conversion
Service
Rewards
Facebook.com/business/start2success
People travel
Need to add “People travel” somewhere—maybe as a separate text box, like in the original version
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 2X as often
before purchasing travel
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