Business impact of social media i com rome 2012
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©2012 STARWOOD HOTELS & RESORTS WORLDWIDE, INC. | Proprietary & Confidential
Business Impact of Social MediaiCOM Rome 2012Janice Chan Starwood Hotels Asia Pacific
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Starwood’s Facebook Presence
Reputation Management Impact3000+ / month responses to questions and crises
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3Offers
Barge into Bangkok. Regal Readiness. Isn’t this photo fabulous? Makes us want to be in Bangkok right now!
BrandingBased on last 100 posts
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Branding Impact
Avg 15,000 Impressions / Post
Avg 5,000 People Talking About This A Week
Social Engagement Index = Engagement Rate +Consumption Rate + Virality + Fan Acquisition
Starwood Travel Exclusives SEI = 5
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Driving Conversion Thru Social
User sees content on Facebook
Page or Newsfeed
Clicks on a Link Makes a booking
Booking is tracked by Omniture®
Clicks on this Facebook Link
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Driving Conversion Thru Social Ad UnitsTargeting
• Tier 1 cities throughout Asia Pacific
• Interests: Luxury, Travel
• Specific Verticals (Education, Company)
• Age: 28+
• CPC
Ad Units
Direct Response
• Sponsored Posts ~$3.72 / 1000 Impressions (CPC)
Fan Acquisition
• Sponsored Stories ~ $1.21 / Fan
• FB Market Place Ads ~ $1.20 / Fan
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Facebook as Ad Network
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Facebook as Ad Network
Now: Atlas cookies
• Demo 25-45, geographic
• Keyword in status updates targeting – resorts, hotels, holidays, travel
• Geo: Thailand, Singapore, India, Japan, Malaysia
• Best Markets TH & SG R:E 20+
• CPC buys
Future: Facebook cookies
• Placement of publisher tags in booking confirmation page using BrightTag
• Publisher optimizes on bookings