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Presentation given at the 2011 Asia Travel Distribution Summit on 19 May, 2011. The topic concerns how Asian Travel brands are employing Facebook. The presentation features highlights from the 2011 Facebook Engagement Report.
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Building Winning Social Media Campaigns on Facebookric shreves, water&stone
Saturday, May 21, 2011
resources learn more: visit our website at http://waterandstone.com
download the white paper: http://accounts.waterandstone.com
download the presentation: http://accounts.waterandstone.com(look for the downloads link)
Saturday, May 21, 2011
Today’s Topics
Asia travel on Facebook
Market Leaders
Content Analysis
Using Facebook effectively
Saturday, May 21, 2011
The 2011 Facebook Engagement Report
focused exclusively on the Asia Travel Industry
white paper produced for eyefortravel
research conducted in April 2011
available free of charge via download from the water&stone website
Saturday, May 21, 2011
overview of the report
The report assesses 20 Asian Travel Brands on a variety of metrics related to activity and engagement on the social networking site, Facebook.
The goal is to discern trends and patterns that define the market leaders’ use of this influential social media channel.
Saturday, May 21, 2011
principal conclusions
The last 12 months have provided huge growth in Facebook usage and Fan Base for the large brands.
Use of custom tabs is still at relatively low levels.
Brands are largely failing to leverage their social media efforts.
Very few brands are taking advantage of the full interactive potential of the Facebook platform.
Saturday, May 21, 2011
the top 20* brands
AirAsia Air New Zealand Anantara Asiana Cathay Pacific Dusit Thani HPL Hotels Jetstar Karma Resorts Korean Air
Malaysia Airlines Mandarin Oriental Pan Pacific Hotels Qantas Shangri-La Six Senses Thai Airlines Tiger Airways Tune Hotels Wotif
* “top 20” refers to levels of engagement/activity on Facebook. The list above is alphabetical.
Saturday, May 21, 2011
facebook users in Asia
Indonesia 38,475,320 Philippines 21,523,360Malaysia 10,508,200Taiwan 9,168,620Australia 9,721,920Thailand 8,510,740Hong Kong 3,658,020South Korea 3,733,280Japan 3,170,620
Indonesia has the second largest Facebook population in the world!
Saturday, May 21, 2011
The Market Leaders on Facebook
Saturday, May 21, 2011
a year of strong growth
2010 2011
Average # (median)Fan Pages per Brand 8 11
Most Common # (mode)Fan Pages per Brand 2 6
Average # (median)Fans per Brand 24,656 147,547
50% of our brands saw their fan base grow more than 500%
Saturday, May 21, 2011
Number of Fans (“Likes”)1,322,243
355,073
204,920
185,629
166,703
142,291
85,466
83,790
82,821
56,511
46,839
40,875
30,932
30,835
29,63028,159
21,806
17,8609,9488,591
AirAsia
Malaysia Airlines
Cathay Pacific
HPL Hotels
Air New Zealand
Shangri-La
Tiger Airways
Jetstar
Mandarin Oriental
Wotif
Qantas
Thai Airlines
Karma Resorts
Asiana
Dusit Thani
Tune Hotels
Korean Air
Six Senses
Pan Pacific
Anantara
Saturday, May 21, 2011
Growth since 2010AirAsia
Malaysia Airlines
Cathay Pacific
HPL Hotels
Air New Zealand
Shangri-La
Tiger Airways
Jetstar
Mandarin Oriental
Wotif
Qantas
Thai Airlines
Karma Resorts
Asiana
Dusit Thani
Tune Hotels
Korean Air
Six Senses
Pan Pacific
Anantara
682 %537 %
1,073 %
440 %
531 %
534 %
899 %
2,700 %
430 %
2,677 %
233 %
376 %
622 %
4,376 %
72 %
409 %
Saturday, May 21, 2011
How many fan pages?6 12 18 24 30
28
25
23
18
17
16
14
12
12
9
7
7
6
6
6
5
5
2
2
1
Six Senses
Mandarin Oriental
Shangri-La
Pan Pacific
Dusit Thani
Air New Zealand
HPL Hotels
AirAsia
Cathay Pacific
Thai Airlines
Anantara
Korean Air
Tune Hotels
Karma Resorts
Qantas
Jetstar
Malaysia Airlines
Asiana
Wotif
Tiger Airways
Saturday, May 21, 2011
How are they using it?
Saturday, May 21, 2011
Default tab usage
10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
98%
57%
50%
47%
33%
20%
14%
12%
Photos
Discussions
Notes
Events
Video
Links
Polls/Questions
Reviews
Saturday, May 21, 2011
custom tabs
Less than 50% of the Pages surveyed employed custom tabs.
Third-party applications take many forms
Games
Contests
Enhanced/Extended Content
iFrames
Saturday, May 21, 2011
“welcome” pages
Set the tone
Influence the user’s path on the page
Saturday, May 21, 2011
“reveal” pages
Easy way to help inspire people to like the page.
Couple call to action with an incentive.
Simple code; mostly a matter of design.
Saturday, May 21, 2011
customer service
An emerging area
Receiving little attention from brands in Asia
Chance to be a market leader
Saturday, May 21, 2011
human resources
Hiring
Training
Purpose-built Fan Pages
Saturday, May 21, 2011
information
Announce new products & services.
Provide product details
Saturday, May 21, 2011
booking
Saturday, May 21, 2011
new tech: iFrames
Build richer pages
“Own” your content
Control icons in menu area
Few firms are using these!
Saturday, May 21, 2011
Leveraging social media1% 2% 3% 4% 5% 6%
6%
5%
2%
1%
1%
YouTube
RSS
Flickr
FourSquare
Saturday, May 21, 2011
YouTube
3rd party apps
Involver, most popular
Saturday, May 21, 2011
RSS
Bring in your blog, or your corporate news feed
Drive traffic out to your site
Saturday, May 21, 2011
Display your Twitter feed inside your Facebook Fan Page
Uses 3rd party app
Involver, most popular
Saturday, May 21, 2011
foursquare
Display your foursquare listing
Shows tips from visitors
Shows the Mayor
3rd party widget
Saturday, May 21, 2011
Use of interactive promotions1% 2% 3% 4% 5% 6% 7% 8%
8%
8%
4%
1%
Contests
Bookings
Facebook Only Specials
Games
Saturday, May 21, 2011
promotions
Set it as the landing page to keep this in the forefront.
Multiple promo tabs may distract
Provide call to action
Saturday, May 21, 2011
contests
No need to use a third-party app...
Saturday, May 21, 2011
apps
Not widely used - probably due to expense
Airlines are the only segment producing apps in this survey
Most are games
Saturday, May 21, 2011
Lessons learned
Don’t silo your social media!
Execute campaigns across channels
Integrate selling tools into Facebook
Increase interactivity to build fan base and increase page views
Integrate your other social media channels
Implement iFrames
Offer Facebook-only promotions
Be present & active to engage fans
Saturday, May 21, 2011
thank you!ric shreves
waterandstone.com
Saturday, May 21, 2011
resources learn more: visit our website at http://waterandstone.com
download the white paper: http://accounts.waterandstone.com
download the presentation: http://accounts.waterandstone.com(look for the downloads link)
Saturday, May 21, 2011
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