Facebook: The Future of Travel Marketing. ILTM Keynote 2013. Lee McCabe

Facebook: The future of travel in a connected worldLee McCabe, Global Head of Travel | Facebook

December 2013

Infinite memory

Instant communication

A heck of a lot of processing power

Retention.

1.19 billion people

All of the people who matter to you.

CRM. Mobility. Brand.

CRM.

Ted,enjoys exotic

vacations

Julie,just got scuba-

certified

Jesse,loves

yachting

Neil, owns a private

plane

Troy,likes

adventure travel

William, avid golfer

Jane, thinking of

taking a cruise

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

We’ve come full circle

People

Back then

Algorithm

Internet

Crowds

UGC

People

Facebook

Expert

Agents

Everyone is a publisher

Everyone is a travel agent

Mobility.

Man watching TV

Option 1

Reach more people than major TV networks

Population reach for total day, people 18–24

P R I M E T I M E

Network 1 Network 2

Network 3Network 4

Source: Nielsen TV/Internet/Mobile Data Fusion, January 2013. Facebook data reflects online and mobile reach

0%

10%

20%

30%

40%

50%

60%

70%

80%

Media crossover in terms of time spent

Source: eMarketer, US , July 20131950 1960 2000 2010

Television

Digital

Mobile

Media crossover in terms of time spent

Source: eMarketer, US , July 20131950 1960 2000 2010

Mobile

Digital

Television

Source: US Mobile Total Monthly Minutes, ComScore, July 2013

Total minutes on mobile in July

Book Experience ReflectPlanDream

SHARING

Brand.

Source: Datalogix, June 2012

>3x

70% of campaigns had

a

return on ad spend

Drive greater brand resonance than other online ad campaigns

Ad recall

Brand awareness

Facebook

Facebook

98%online average

online average

31%

Source: Nielsen Brand Effect norms, May 2012

MGM Resorts International

3x-15xreturn on ad spend

across the marketing funnel

mobile monthly

active users

874M30

minutes per day

Source: Facebook Q3 2013 earnings, Facebook Audience Insights Feb 2013, comScore Mobile Metrix, US March 2013

Where they discover what matters to them.

How does your brand fit in News Feed?

your brand here

Retention.