Ogsf mon 1500 sarah keeling noah tratt
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Transcript of Ogsf mon 1500 sarah keeling noah tratt
Case Study: Expedia.comOMMA Global, March 2012
WHAT WE DID
Engagement was up with 15-30X MORE MENTIONS ON THE WALL
Expedia gained 1M NEW FANS IN 6 WEEKS, representing a 750% increase
WHAT WE LEARNED
IMPACT OF BRAND PAGE INTERACTION ON SITE ENGAGEMENT*
70k increme
ntal booking
s in 60 days
Visits per Unique Visitor
90%
Page Views per Unique Visitor
128%Average Time Spent per Visit
156%
*Expedia.com
ONGOING CONVERSATION IS KEY
Facebook Cross-Visitation Including Facebook Branded Pages(Number of unique visitors to Brand.com’s official Facebook pages, by month)(Right: % of brand.com UVs that also visited Brand.com’s official Facebook pages, same month)
Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-110.0%
0.5%
1.0%
1.5%
2.0%
2.5%
Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-110
200,000
400,000
600,000
800,000
1,000,000
1,200,000
BIG CAMPAIGNS GENERATE CONSUMER INTEREST
Expedia
Delta
Visit Las Vegas
Target
Best Buy
Expedia
Delta
Target
Bestbuy
107%
57%
69%
37%
BRAND PAGE INTERACTION LEADS TO INCREASED CONVERSION
Read as: People who cross-visited Target.com and Target’s official Facebook pages were 69% more likely to convert on Target.com than general Facebook visitors who also visited Target.com
Lift in Brand.com Conversion – FB Segment vs. BFB Segment(Lift in average monthly conversion rates between different segments)
WHAT WE ARE DOING
MOVING FORWARD: ENGAGING HIGHLY QUALIFIED TRAVELERS
3 big lessons post-FriendTrips:
1. Quality engagement comes from quality content from quality partners.
2. Know your platform.
3. Find efficiency with your ad buys.
1. Quality Matters
2. Know Your Platform
3. Find Efficiency With Your Ad Buys