Warrick Godfrey – Facebook Africa Facebook for business

E-Tourism Summit 2013

All the people who matter to you

Reach your target audience at scale

Source: Facebook internal data based on inferred and reported data, March 2013

69M  people use Facebook

every month in Africa

On average, more than

1B+  people use Facebook

every month globally

On average, more than

Facebook reaches key travel markets

Germany Nigeria Brazil UK South Africa

Reach 25M   10M   67M   33M   9M  

Source: Facebook internal data, Feb 2013; comScore, Feb 2013

Source: Facebook Internal Data, April2013

13-17

more than

9 MILLION ACTIVE USERS

8% (728 THOUSAND)

33% (3 MILLION)

59% (5.6 MILLION)

18-24

25-34

35-44

45-54

55+

AGES

7%

31%

33%

14%

6%

8%

AVG NUMBER OF FRIENDS

205

AUDIENCE – SOUTH AFRICA

AVG AGE

32

PAGE LIKES

22

Affluent Travel Target Audience

Source: Facebook Internal Data, April 2013

STORIES SHARED EACH MONTH – AFRICA

Video

uploads Check-ins Wall

posts

Photo

uploads Status

updates

Comments Messages Likes

1.3 MILLION

4 MILLION

190 MILLION

404 MILLION

319 MILLION

2 BILLION

7 BILLION

4.7 BILLION

Price Location Brand

Traditional differentiators are commoditized

Algorithm

Crowds

Friends Friends

Back then Agents Internet UGC Social

Expert

People Travel

of Facebook users stated that seeing friends’ vacation pictures inspired them to book a trip to that particular place

52%  

update their status and/or share photos while on holiday

70%  

of online travelers visit social networking sites to influence

destination selection

40%  

more likely to book a trip from a friend liking a Page than they

are from responding to a traditional advertisement

80%  

Travel is inherently social Friends used to discuss it offline…

83% trust a travel

recommendation from friends and family

60% factor online opinions into

their travel decisions

These conversations are happening across the whole travel cycle

I dream

I plan

I travel I’m there

I’m back

76% post vacation photos to a social network when they get back

46% check in to a location

59% post a Facebook status about an upcoming vacation

52% like Facebook pages specific to an upcoming vacation

Source: Mashable, March 2012

70% update their status

55% like a vacation specific page when they get back

40% post online reviews

72% post vacation photos to a social network

Now, conversations about travel occur on Facebook …

2/3 Share holidays plans

on Facebook

Sources: Forbes (July 2012), Mashable (March 2012)

Over 50% Say that seeing

friends’ vacation pictures inspired

them to book a trip to that destination

Now, conversations about travel occur on Facebook …

Sources: Forbes (July 2012), Mashable (March 2012)

Over 70% Update their status and/or share photos

while on holiday

Now, conversations about travel occur on Facebook …

Sources: Forbes (July 2012), Mashable (March 2012)

Over 50% Like pages specific to

a vacation

Now, conversations about travel occur on Facebook …

Connecting with People at Each Stage of Travel

DREAM PLAN BOOK

Targeting Behavioral Travel Clusters Intent Travel Clusters Custom Audience

Creative CEI publishing strategy (Newsfeed) Optimize for Graph Search and Nearby

Ad Units Offers Facebook Exchange

Mobile App Install

Measurement Integrate Facebook SDK to improve analytics and oCPM to optimise bidding

Newsfeed and RHS

Travel companies are building their presence on Facebook …

Source: Facebook internal data

Facebook fans:

92k

Facebook fans:

60k

Facebook fans:

56k

Facebook fans:

97K

I Love Durban

Mango Airlines

Tsogo Sun Vaya Mzansi

Facebook fans:

56k

Facebook fans:

294K

SAA I ♥ Cape Town

How can Facebook help your business

Name your objective Start with your marketing objective and then build your Facebook strategy

Everything you need is in place

Facebook Strategy Facebook Solution

Clusters, Custom Audience

FBX, Mobile App Install

Branding Target your audience more effectively than ever before

Offers Amplify your promotions

Improve checkout conversion

Pages Improve and react on customer feedback

Custom Audience Improve CRM and Loyalty

Promotions

Sales Conversion

Service

Rewards

Facebook.com/business/start2success

People travel

Need to add “People travel” somewhere—maybe as a separate text box, like in the original version

Travel Purchase Path is Longer Than Any Other Category Site Visits Before a Purchase

Source: Clickstream - Beyond last click: Understanding your consumers’ online path to purchase

People visit

3X  as many sites

more than 2X as often

before purchasing travel

Remarketing

Targeting for every marketing tactic An overview of Facebook’s targeting options

Demographic

Vertical Audiences & Broad Categories

Custom Audiences Tool

Facebook Exchange

Partner Audience

Prospecting