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
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
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.
