2011 TDS Asia Workshop - Facebook Engagement

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)


http://waterandstone.com


http://accounts.waterandstone.com




Today’s Topics

Asia travel on Facebook

Market Leaders

Content Analysis

Using Facebook effectively


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


http://accounts.waterandstone.com/downloads/1/White-Papers







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.





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.





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.





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!


The Market Leaders on Facebook


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%


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


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 %


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


How are they using it?


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


custom tabs

Less than 50% of the Pages surveyed employed custom tabs.

Third-party applications take many forms

Games

Contests

Enhanced/Extended Content

iFrames


“welcome” pages

Set the tone

Influence the user’s path on the page


“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.


customer service

An emerging area

Receiving little attention from brands in Asia

Chance to be a market leader


human resources

Hiring

Training

Purpose-built Fan Pages


information

Announce new products & services.

Provide product details


booking


new tech: iFrames

Build richer pages

“Own” your content

Control icons in menu area

Few firms are using these!


Leveraging social media1% 2% 3% 4% 5% 6%

6%

5%

2%

1%

1%

Twitter

YouTube

RSS

Flickr

FourSquare


YouTube

3rd party apps

Involver, most popular


RSS

Bring in your blog, or your corporate news feed

Drive traffic out to your site


Twitter

Display your Twitter feed inside your Facebook Fan Page

Uses 3rd party app

Involver, most popular


foursquare

Display your foursquare listing

Shows tips from visitors

Shows the Mayor

3rd party widget


Use of interactive promotions1% 2% 3% 4% 5% 6% 7% 8%

8%

8%

4%

1%

Contests

Bookings

Facebook Only Specials

Games


promotions

Set it as the landing page to keep this in the forefront.

Multiple promo tabs may distract

Provide call to action


contests

No need to use a third-party app...


apps

Not widely used - probably due to expense

Airlines are the only segment producing apps in this survey

Most are games


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


thank you!ric shreves

waterandstone.com


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)






