SMBSeattle/IABC Seattle: Expedia -Social Media Lessons Learned
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Transcript of SMBSeattle/IABC Seattle: Expedia -Social Media Lessons Learned
© 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 1
Social Media: Lessons Learned at Expedia from the Trenches
Kristin GrahamVP, Global Recruiting & EngagementExpedia, Inc.
© 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 2
Expedia, Inc. One company, many brandsCase study: Expedia.comSocial Media and RecruitingLessons Learned (along the way)
© 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 3
Quiz!
Which major airline has never put their inventory on an online travel agency?
Southwest
© 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 4
Quiz!
Which national airline is actually named for a former acronym?
QANTAS: Queensland And Northern Territories Air Service
© 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 5
Who we are: Largest online travel company in the worldSecond largest travel company in the world6,200+ employees worldwide
Expedia.com - 20+ sites and growingHotels.com - 70+ sites and growingEgencia - corporate travel now in 20+ countries
© 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 6
Lesson Learned #1
Find what forum suits you/your company & spend quality time developing it
© 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 7
Case Study:
© 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 8
Lesson Learned #2
-depth strategy to get
© 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 9
All of social marketing activities filter through
differentiating brand benefits.
We must engage consumers through social media in ways that consistently enhance their booking and travel experience with helpful information and functionality - not gimmicks.
Social Media Mission: Expedia.com
© 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 10
Foundational TacticsCustomer Service Support
Find and address customer service issues made public in social media channelsMitigate reputational damage
Twitter: Use promotions and giveaways to generate interest
FacebookDevelop custom tabs and channel exclusive contentEncourage users to share experiences to develop community
YouTubeFavorites, playlists, design enhancements
Expedia TripTips BlogProvide editorial guidance to establish clear voice of expertise
Expedia.comInclude easy access to social channels in prominent places
© 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 11
How We WorkSocial Media Complements Multiple Areas of Enterprise
Social Media
PRTriage, content
synergy
AdvertisingAd inclusion,
paid placement
External Bloggers
Customer Comments
GSOBlog Moderation,
Hotel Reviews
SearchSocial conversations appear in results +
greater opps forcollaboration
DBMSocial inclusion
in email\data sharing Internal
BloggersCast from around
the org
International Points of SaleThere are fewer
geographic boundaries in social
Merch/PSGOffers and info, site integration
Customer OpsTriage and
service
LegalEmployee and
Consumer policies, Copy right protection
Global Operations
Crisis communication
© 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 12
How We Work: Building the FoundationObjective Tactics Executed To Date
Brand Building Creation of Facebook, YouTube, Blog channels and rebrand of Twitter.Launched and updated all social sites in tandem to rebranding.Produced monthly content calendar with input from advertising and PR. Protected brand reputation through customer service triage and domain/copyright registration
Traffic & Transactions Published deals, offers and promos to Expedia.com through our social channels
Drive awareness of existing Expedia tools
Traveler Insights Monitored/participated in consumer and competitive conversations.
© 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 13
© 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 14
Case Study:
© 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 15
By Comparison
© 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 16
Lesson Learned #3
intangibles, too
© 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 17
Lesson Learned #4
em have fun!
© 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 18
Case Study: Employee Blog
© 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 19
The question of measurement: KPIs MEASURE
Total Conversations
Tonal Sentiment
/
Total Engagements
User Generated Content (Cumulative)
YouTube Views Facebook Fans/Friends Facebook Click-through
Twitter Followers
Twitter Click-through
High Authority Convo
© 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 20
© 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 21
© 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 22
Noise Control or Reputation Management?
© 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 23
Lesson Learned #5
Find your rock star attributes
© 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 24
Building Your Brand The Success of Trip Advisor
© 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 25
Lesson Learned #6
© 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 26
Case Study: @Expedia_Jobs
© 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 27
Lesson Learned #7
Humor is subjective
© 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 28
Travel @ Work
© 2008 Expedia, Inc. All rights reserved. Confidential and proprietary.
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© 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 29
Lesson Learned #7
everything
© 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 30
User Generated Content: Employer Brand
© 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 31
User Generated Content: Employer Brand
© 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 32
Other Tidbits
Find advocates & partnersBut err toward forgiveness not permission
To in-source or out-sourceNo right answer, but plenty of debate
Originality is great but plagiarism is fasterLearn from others and pick what works
There are no gurusSo just have fun and change as needed
© 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 33
© 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 34
Questions?
[email protected] http://twitter.com/expedia
http://twitter.com/kristingraham