Download - Ogsf mon 1500 sarah keeling noah tratt
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Case Study: Expedia.comOMMA Global, March 2012
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WHAT WE DID
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Engagement was up with 15-30X MORE MENTIONS ON THE WALL
Expedia gained 1M NEW FANS IN 6 WEEKS, representing a 750% increase
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WHAT WE LEARNED
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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
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ONGOING CONVERSATION IS KEY
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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
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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)
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WHAT WE ARE DOING
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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.
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1. Quality Matters
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2. Know Your Platform
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3. Find Efficiency With Your Ad Buys
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