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

-

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

Facebook

Expert

Agents

Everyone is a travel agent.