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FT Innovate 2013 Keynote: Facebook - Navigating Travel in a Connected World
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Facebook: The Future of Travel Marketing Lee McCabe, Global Head of Travel November 2013
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Transcript of FT Innovate 2013 Keynote: Facebook - Navigating Travel in a Connected World
Facebook: The Future of Travel MarketingLee McCabe, Global Head of Travel
November 2013
Infinite memory
Instant communication
A heck of a lot of processing power
Conversion
1.19 billion people
All of the people who matter to you.
Multi-channel. Identity.Efficiency.
Efficiency
Source: Datalogix, June 2012
>3x70% of campaigns had a
return on ad spend
80%more likely to book a trip from
a friend liking a Page than they
are from responding to a
traditional ad
Making travel more socialTrip Advisor
Making travel more socialTrip Advisor
AirBnB
Cleartrip
Hotels.com
Alitalia
3x-15xreturn on ad spend
across the marketing
funnel
MGM Resorts International
Multi-channel
People are omnichannel.
Multi-screening is the new normal
Source: Facebook internal data, Dec 2012
Q: While watching TV in the last month have you ever...? (check all that apply)
63%
76%
78%
79%
49+
35-49
25-34
18-24
Browsed the web
Checked Facebook
Texted someone
Played games
TV + Phone Phone + Laptop Laptop + TV
Book Experience ReflectPlanDream
SHARING
The Internet is shifting to mobile
Source: *IDC, **IC4D 2012 Maximizing Mobile, World Bank, July 2012
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200
400
600
800
1,000
1,200
1,400
1,600
1,800
2,000
2010 2011 2012 2013 2014 2015 2016
Worldwide smart connected device shipments (M)*
Smartphones PCs Tablets 45%of the world
population will have a smartphone in
2016**
Mobile is not a trend
0
2
4
6
2010 2011 2012 2013
Time Spent in Media
0
2
4
6
2010 2011 2012 2013
Time Spent in Digital Media
Source: eMarketer, July 2013*Includes desktop web and nonvoice mobile
Mobile (nonvoice), 2:21
Online, 2:19
Other, 0:36
Digital*, 5:16
TV, 4:31
mobile daily active users
874M
30minutes per day
Source: Facebook Q3 2013 earnings, Facebook Audience Insights Feb 2013, comScore Mobile Metrix, US March 2013
Hotel Tonight
10xhigher click-to-install
rate compared to standard
mobile banner ads
Identity
Ted,Travels to run competitively
Julie,Just got scuba-
certified
Jesse,Rock climber
Neil, Frequent flyer
Troy,Likes adventure
travel
William, Avid windsurfer
Jane,Thinking of taking a
cruise cruise
Marketers can reach their consumers through new platforms
FacebookYour
CRM
database
Matched targets
Source: Nielsen OCR, August 2013
89%The average Facebook reach
for narrowly targeted
campaigns is
accurate
38%The average online reach for
narrowly targeted campaigns
is
accurate
Multi-channel. Identity.Efficiency.
This isn’t new.
People
Back then
Algorithm
Internet
Crowds
UGC
People
Expert
Agents
Everyone is a travel agent.
