facebook | bto 2015 | dorianne richelle

The  Magic  of  Travel  in  a  mobile  connected  world    

Dorianne Richelle | Travel Vertical Lead | Facebook

“You’ve  got  to  start  with  the  customer  experience  and  work  back  to  the  technology.  Not  the  other  way  

around.”  Steve  Jobs  

SFO

NY

Travel  is  detail  

SFO

NY

Total number of choices:

2   8   4  284  different  non-­‐stop  flights  87  other  flights   3   7   1  

Travel  is  detail  

SFO

NY

Total number of choices:

87  other  flights   3   7   1  3  rate  types  per  flight   1   1   3  ,  1  

Fly First Class

$799  Fly

Business Class

$599  Fly

Coach (web only)

$349  

Travel  is  detail  

—Manhattan

576  properQes  in  ManhaRan  

Total number of choices:

0   8   8  ,  6   4   1  768  properQes  if  considering  other  boroughs   7   8   4  ,  8   5   4  

2   7   2  ,  8   3   8  ,  8   3   8  

Each  hotel  has  8  room  types/rates  

1.  Suite  2.  Standard  3.  Deluxe  4.  Penthouse  5.  Scenic  view  6.  Club  7.  ExecuQve  8.  Resort  

2   7   2  ,  8   3   8  ,  6  

Travel  is  detail  

?

Each  hotel  has  8  room  types/rates  

Total number of choices:

2   7   2  ,  8   3   8  ,  8   3   8  

,   2   7   2  ,  8   3   8  6  I  also  want  to  rent  a  car.  There  are  9  car  rental  companies.   4   4   8  ,  5   4   4  ,  1  6  

1.  Suite  2.  Standard  3.  Deluxe  4.  Penthouse  5.  Scenic  view  6.  Club  7.  ExecuQve  8.  Resort  

Travel  is  detail  

Total number of choices:

There are 13 car models

?

8   2   4  ,  0   7   7  ,  8   0   0  

Travel is detail

Todays topics:

Changing consumer behaviour

How Facebook can help

Path to purchase in Travel

The changing customer behaviour

MulQ  device  ownership  is  the  new  normal  

90%  

Germany  

92%  

France  

89%  

Netherlands  

Source:  EMEA  MulQDevice  Study,  GfK  August  2015    

Source: IDC Always Connected Report, US, March 2013

79%  all  but    2hr/day  

Mobile  is  sQcky…  

Source:  Facebook  Q2  014    Earnings  Call    

14x  /day  

And  it  is  ocen    

Facebook  &  Instagram  count  for  1/5  of  every  mobile  minute  

40  min  /day  

1.39B  monthly  people  on  mobile    

400M  monthly  people  on  mobile    

1.49 BILLION on Facebook

900 MILLION on WhatsApp

850 MILLION on Groups

700 MILLION on Messenger

400 MILLION on Instagram

>8bn!video views�

2M!advertisers

>1B!Searches on

Facebook

Every day there are ...

>2bn!Photo’s shared across

our platforms

>1B!Daily active

users

≈ 900M!Mobile active users

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VR / AR

aa!VIDEOS

PHOTOS

Text

Mark Zuckerberg

Andrea Besmehn

Mark Zuckerberg

First time in Italy and I am absolutely mesmerized. What a beautiful day to look around and share the amazing scenery with everyone!

Pallack Chandhok

Check out my new virtual pet Zeus. We’re gonna go for a walk.

Michael Flanders

HARDER, BETTER, FASTER, STRONGER.

"Lost & Found"

In September 2014, KLM launched a video campaign on Facebook

named « Lost & Found ».

The objective was to show their passion for servicing

and highlight their new product, the Lost & Found

service. video: 1min43

4.8m video views

25m  people reached

€0.01 CPV

M/F 25+ targeted audience

€1.14CPM

€0.07 CPV at 30 seconds

Mobile commands

ATTENTION  

The  TV:  Big,  but  surrounded  by  distracQons  

The  mobile  device:  Up  close  and  personal  

Euro  Mobile  travel  gross  bookings  (eM)  Share  of  total  and  online  travel  market  and  annual  change,  2012–2016  

Includes  both  smartphones  and  tablets.  Note:  2014–2016  projected.  Source:  U.S.  Consumer  Travel  Report  Sixth  EdiQon  ©2014  Phocuswright  Inc.  All  Rights  Reserved  

5,700  

9,900  

14,600  

20,400  

27,300  

6%  

10%  13%  

17%  22%  

2012   2013   2014   2015   2016  

Total mobile gross bookings Share of online travel market

UK  -­‐  25%  DE  -­‐  23%  FR  -­‐  17%  ES  -­‐  17%  IT  -­‐  11%  

Progressing  Facebook’s  markeQng  role  and  business  impact  

Social  Listening  /  Reputa;on  Management  Stage  1  

FuncQonal  Leadership   KPIs  

• PR/Comms  

Facebook  as  a  Brand  Building  Plaoorm  

Stage  3  • Brand    managers  

• Brand  health  • ConsideraQon  •  Incremental  reach  &  sales    

Social  Advocacy  /  Influence  Stage  2   • Social  

champions  •   Fans    •   Engagement  

•   Response  rates  •   SenQment/NPS  

Busin

ess  Impact  

Facebook  as  an  eCommerce  &  CRM  Plaoorm  

Stage  4   • eCommerce/Sales  • CRM  

• Incremental    sales  

• CPO  • ROI  

The Path to Purchase in Travel

Sparkler & Facebook, Near&Now, 2013

Travel  is  the  biggest  category  on  Facebook  

Methodology:  Travel  Path  to  Purchase  

•  Size:  n=84  ,  NL  GXL  panel  •  Structure:  Bookers  of  a  short  holiday  (2-­‐4  nights)  in  the  months  June/July  2015  with  data  registraQon  of  all  their  online  devices    

•  Analysis  period  of  historic  search,  browsing  and  app  usage  in  months  preceding  the  booking  date    

•  IdenQfy  digital  touch  points  during  research  phase  and  conversion  window  across  desktop  and  mobile  devices,  idenQfy  offline  and  above  the  line  influences  

Total  GFK  panel  GXL    -­‐  passive  mulQdevice    data  registraQon  

Bookers  

1,004    Recent  travel  shoppers    

(short  trip  booking)  

•  Usage  and  Attudes  Survey  in  by  GfK  Netherlands    •  1,004  Travel  shoppers  booking  short  trips  during  June,  July,  August  2015  

•  Explore  the  decision  making  process,  moQvaQons  and  devices  used  for  research  and  booking  

People  are  open  to  inspiraQon  from  adverQsers  

44%  want  travel  providers  to  help  them  find  what  

they  want  online  through  proacQve  

adverQsing    

32%  think  the  best  way  to  aRract  their  aRenQon  

is  to  inspire  with  interesQng  ideas    

Source:  Travel  Path  to  Purchase  GfK  October  2015    

of  people  are  undecided  about  at  least  one  part  of  

their  journey    

77%  

of  consumers  don’t  know  which  provider  they’ll  

choose  at  the  start  of  their  journey    

62%  

of  people  don’t  know  where  they’re  going    

43%  

The  opportunity  e.g.  in  short  trip  bookings:  

Source:  Travel  Path  to  Purchase  GfK  October  2015  

of  people  say  they  are  open  to  booking  with  a  new  provider    

78%  

Source:  Travel  Path  to  Purchase  GfK  October  2015  

75%  

Travel  has  one  of  the  highest  online  market  shares  in  retail.    Mobile  is  taking  it’s  place  already  

of  travel  is  booked  via  PC    

69%  of  travelers  

conduct    research  on  mobile  

Source:  Travel  Path  to  Purchase  GfK  October  2015  

Untapped  mobile  opportunity    

Source:  Nielsen  Italy  &    IAB  Italy  esQmate  2014  

€7.6B  

€0.3B  

2014  markeQng  spend  in  Italy  

Mobile  display  spend  

How Facebook can help

No  ‘Magia’,  just  Real  People  MarkeQng:  

The  right  ad  to  the  right  person  

in  the  right  frequence  and  sequence  

Measure  the  real  impact  of  mobile      

1   2  

IdenQty  •  Reaching  real  people  

not  cookies,  IP  or  email  addresses    

TargeQng  on  Facebook:  real  people  markeQng  Also  on  mobile  

Personal    • City/State/Zip  • Birthday  • EducaQon  • Workplace  • RelaQonship  status    

Social    • Likes  &  interests  • Friend  connecQons  • AcQvity  (e.g.  check-­‐ins)  • Intent  

Demographic    • Age  • Gender  • City  • Device  • OperaQng  System   Custom  targeQng  

   • Your  Loyalty  card  holders  • Your  customers  • Your  App  users  • Recent  (mobile)    website  visitors  • People  who  look  like  your  best  customers  

People who love Italian

food

People who are engaged

People who just returned from a trip

People with an intent to travel to

the beach

People who are interested in Italian soccer

Business travellers

People who like mountain/ski

resorts

Travel  audiences  

Reach  Guaranteed  reach  of  unique  

people  across  mulQple  devices  

Frequency  With  a  controlled  impression  

Reach&Frequency  and  Ad  Sequencing  

Sequenced  Posts  are  served  in  a  certain  order.    

Awareness/  ConsideraQon  

EvaluaQon/  Conversion  

Re-­‐markeQng  

Reaching  people  with  photo  and  video  stories  to  inspire  and  catch  aRenQon  

Trigger  acQve  evaluaQon  and  conversions  with  ads  with  a  link  to  (mobile)  site  and  mobile  app  

OR

Boost  conversions  with  offer  ads  to  (mobile)  site  and  mobile  app  visitors  with  a  link  to  desktop  site  

•  Demographic  or  interest  targeQng  

•  Your  own  CRM  base  •  Lookalikes:  people  who  

look  like  your  customers  

•  Same  audience  as  above  

•  Use  Ad  Sequencing  on  FB  to  make  sure  the  ads  get  delivered  in  the  right  sequence  

•  Only  people  that  visited  your  website  or  app  

•  Use  FB  pixel  or  FB  App  SDK  to  make  these  target  groups  

•  Exclude  people  who  booked  

Mobile-­‐Desktop  tacQcs  in  pracQce:  

SequenQal  storytelling  with  

video  ads  generated  awareness    

+  carousel  ads    

spurred  acQon  

No  ‘Magia’,  just  Real  People  MarkeQng:  

The  right  ad  to  the  right  person  

in  the  right  frequence  and  sequence  

Measure  the  real  impact  of  mobile      

1   2  

Cookies  do  not  allow  accurate  targeQng  

Ø  74%  of  people  have  more  than  one  cookie  

Ø  On  a  4-­‐week  period,  64%  of  people  use  more  than  one  device  

0%

5%

10%

15%

20%

25%

30%

1 2 3 4 5 6 7 8 9 >10

Number of cookies per person

Source  :  Atlas,  populaQon  Facebook  global,  November-­‐December  2013  

Cookie-­‐based  serving  and  measurement  is  flawed  

Cookies  don’t  work  on  mobile:  

•  26%  overstatement  of  reach  

•  59%  accuracy  in  demographic  targeQng  

•  41%  understatement  of  frequency  

Source: Atlas internal data, 2014; Nielsen OCR, May 2014

Key  =  IdenQty  •  Reaching  real  people    •  Measuring  real  people’s  

behavior  

65% of conversions that result after a mobile impression take place on desktop.

Identity is critical Measurement around people, not cookies

* Based on FB analysis of 34K ads, 3.2B impression overall, 4.9MM clicks, 300K checkouts, Oct 2013, 2-5 day attribution window, 1 day attribution value

People  based  measurement:  Cross  device  reporQng    

Alice:“How  long  is  forever?”  White  Rabbit:  “SomeQmes  just  

a  second”  Alice  in  Wonderland,  Lewis  Carroll  

Some  global  staQsQcs  on  mobile  travel  behaviour:  

In  China,  this  year  for  the  first  Qme  more  digital  mobile  travel  sales  will  come  from  mobile  than  from  desktop      (23.2B$  mobile  vs  12.8B$  desktop,  eMarketer,  Analysis  InternaQonal  Enfodesk  2  Oct  2015)  

1  in  3  US  traveller  use  their  mobile  device  to  research  for  a  vacaQon,  whilst  actual  mobile  bookings  are  up  with  15%  from  2013-­‐2014      (Phocuswright  Traveler  technology,  2014)  

It  is  expected  that  1  in  5  online  bookings  in  Europe  will  be  on  mobile  in  2016      (Travel  Weekly,  June  22  2015)  

Top  Qps  to  make  the  most  of  these  insights  

Inspire  on  mobile,  convert  on  desktop  

Measure  across  devices,  take  views  into  

account  (lose  the  click-­‐addicQon)  

Prepare  for  the  next  step:  make  mobile  booking  a  

simple  experience  

Thank you!

Dorianne  Richelle,  December  2015