facebook | bto 2015 | dorianne richelle
TRANSCRIPT
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
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