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Yatra.com, with OMLogic, started building its social presence in November 2010 with the objective of being the buzziest travel brand in Indian social media. Within a short span of less than two years, it did become just that: the buzziest travel brand in Indian social media. This case study by Facebook itself bears testimony to the fact that social - if done right - drives revenue and how! OMLogic is proud to be working with Yatra.com as digital partners!
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Facebook: Building Essential Connections
A leading travel portal in India generates revenue of INR 1.5 million/month from its Facebook Page.
Goals
Yatra used Facebook to:
• Initiate and engage in conversations with prospective customers
• Create strong brand recall
• Source feedback from customers for products and services
ApproachThe travel portal built a Facebook Page around the “Happy Travelers” theme:
• Cover picture is a collage of “happy” pictures sent in by their customers
• The Messages feature is used to respond to customer enquiries and emails
• Tabs are used to run cross-promotions with other brands that deliver added-value to their customers
Yatra ran Facebook Ads to create a base of loyal fans:
• Specific groups of users who are very likely to be interested in Yatra were targeted with the ads
• Promotion-based ads directed users directly to specific Page tabs
Yatra engaged with its fans through its Facebook Page by:
• Responding to customer queries within 12 hours
• Posting special offers and promotions on the Page
• Hosting apps like the “Happy Travel Jigsaw” where fans can solve puzzles
• Posting interesting tidbits about travel destinations
Yatra amplified its reach on Facebook by:
• Targeting friends of fans with its ads
• Running sponsored stories to increase Page Likes
Results
• INR1.5million/month generated from Facebook
• 150K+ users see content from the Page every day
• 1,500 stories are created by Page users each day
“Facebook has opened a completely new marketing channel for Yatra to have a two-way communication with our customers, drive traffic to our online booking application, and promote our exclusive deals. We’ve been very pleased with the amount of new business and revenue we’ve been able to drive from our Facebook Page.”
Pratik Mazumder, Head of Marketing, Yatra
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Yatra.com is a leading online travel company in India.
facebook.com/Yatra
Case Study
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Inf luenceInf luence
Reach
Engage
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Reach
Engage
Connect
BuildBuild
Inf luenceInf luence
Reach
Engage
Connect
Reach
Engage
Connect
BuildBuild
Inf luenceInf luence
Reach
Engage
Connect
Reach
Engage
Connect
BuildBuild
