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Social Media: Lessons Learned at
Expedia from the Trenches
Kristin Graham
VP, Global Recruiting & Engagement
Expedia, Inc.




                                     © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 1
Today’s Topics

• Expedia, Inc. – One company, many brands
• Case study: Expedia.com
• Social Media and Recruiting
• Lessons Learned (along the way)




                                       © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 2
Quiz!



 Which major airline has never put their
 inventory on an online travel agency?




                    Southwest




                                 © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 3
Quiz!



 Which national airline is actually named for a
 former acronym?




 QANTAS: Queensland And Northern Territories Air Service




                                       © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 4
Who we are:
 Largest online travel company in the world

 Second largest travel company in the world

 6,200+ employees worldwide




   Expedia.com - 20+ sites and growing
   Hotels.com - 70+ sites and growing
   Egencia - corporate travel now in 20+ countries



                                                      © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 5
Lesson Learned #1



 Less is more…


 ….Find what forum suits you/your company &
  spend quality time developing it




                                 © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 6
Case Study:




              © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 7
Lesson Learned #2



 You don’t need an in-depth strategy to get
 started….



 ….but you will if you want to raise your game




                                 © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 8
Social Media Mission: Expedia.com
All of Expedia’s social marketing activities filter through
“Where You Book Matters” with a focus on our
differentiating brand benefits.

We must engage consumers through social media in ways
that consistently enhance their booking and travel
experience with helpful information and functionality - not
gimmicks.




                                             © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 9
Foundational Tactics
Customer Service Support
   • Find and address customer service issues made public in social
     media channels
   • Mitigate reputational damage

Twitter:
    • Use promotions and giveaways to generate interest

Facebook
   • Develop custom tabs and channel exclusive content
   • Encourage users to share experiences to develop community

YouTube
   • Favorites, playlists, design enhancements

Expedia TripTips Blog
   • Provide editorial guidance to establish clear voice of expertise

Expedia.com
   • Include easy access to social channels in prominent places



                                                                        © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 10
How We Work
Social Media Complements Multiple Areas of Enterprise

                                                                                                           Global
                         External                                 Customer                               Operations
                         Bloggers                                 Comments                                 Crisis
                                                                                                        communication
        DBM                                         PR
   Social inclusion                           Triage, content
    in emaildata                                 synergy
       sharing                                                                                            Internal
                                                                                                         Bloggers
                                                                                                      Cast from around
                                                                                                           the org
                       Advertising                               Customer Ops
                       Ad inclusion,
                                                Social             Triage and
                      paid placement            Media                service

     Legal                                                                                                  GSO
  Employee and                                                                                         Blog Moderation,
Consumer policies,                                                                                      Hotel Reviews
   Copy right
   protection           International          Merch/PSG              Search
                                              Offers and info,   Social conversations
                        Points of Sale
                                                                  appear in results +
                         There are fewer      site integration
                                                                   greater opps for
                           geographic                               collaboration
                       boundaries in social




                                                                       © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 11
How We Work: Building the Foundation
     Objective                Tactics Executed To Date
                         Creation of Facebook, YouTube, Blog channels and
Brand Building
                         rebrand of Twitter.
                         Launched and updated all social sites in tandem to
                         rebranding.
                         Produced monthly content calendar with input from
                         advertising and PR.
                         Protected brand reputation through customer service
                         triage and domain/copyright registration

Traffic & Transactions   Published deals, offers and promos to Expedia.com
                         through our social channels
                         Drive awareness of existing Expedia tools

                         Monitored/participated in consumer and competitive
Traveler Insights
                         conversations.




                                                       © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 12
We’ve got an app for that!




                             © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 13
Case Study:




              © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 14
By Comparison




                © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 15
Lesson Learned #3



 Followers ≠ Success


 ….Find your love (and metrics) in the
 intangibles, too




                                © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 16
Lesson Learned #4



 Don’t go it alone…


 ….Get people involved and let ‘em have fun!




                                © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 17
Case Study: Employee Blog




                            © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 18
The question of measurement: KPIs
                                      MEASURE

Total Conversations
                                                
Tonal Sentiment                                 /
                                                
Total Engagements

User Generated Content (Cumulative)

YouTube Views
Facebook Fans/Friends
Facebook Click-through
Twitter Followers
Twitter Click-through

High Authority Convo




                                                    © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 19
They love us….




                 © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 20
They love us not….




                     © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 21
Noise Control or Reputation Management?




                               © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 22
Lesson Learned #5



 Find your rock star attributes




                             © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 23
Building Your Brand – The Success of Trip Advisor




Cities I’ve Visited app has 5+ M users

                                         © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 24
Lesson Learned #6



 It’s not just a consumer brand space…



 ….Reputation is an internal/external affair




                                  © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 25
Case Study: @Expedia_Jobs




                            © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 26
Lesson Learned #7



 Humor is subjective




                       © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 27
Travel @ Work




© 2008 Expedia, Inc. All rights reserved. Confidential                28
                                                         © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 28
Lesson Learned #7



 Social media is organic….



 …which means you simply can’t control
 everything




                             © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 29
User Generated Content: Employer Brand




                               © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 30
User Generated Content: Employer Brand




                               © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 31
Other Tidbits

 • Find advocates & partners
     But err toward forgiveness not permission
 • To in-source or out-source
     No right answer, but plenty of debate
 • Originality is great but plagiarism is faster
     Learn from others and pick what works
 • There are no gurus
     So just have fun and change as needed




                                              © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 32
© 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 33
Questions?

    kgraham@expedia.com
   http://twitter.com/expedia
http://twitter.com/kristingraham




                                   © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 34

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Iabc seattle kristin-graham-expedia-smlessonslearned-2010

  • 1. Social Media: Lessons Learned at Expedia from the Trenches Kristin Graham VP, Global Recruiting & Engagement Expedia, Inc. © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 1
  • 2. Today’s Topics • Expedia, Inc. – One company, many brands • Case study: Expedia.com • Social Media and Recruiting • Lessons Learned (along the way) © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 2
  • 3. Quiz! Which major airline has never put their inventory on an online travel agency? Southwest © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 3
  • 4. Quiz! Which national airline is actually named for a former acronym? QANTAS: Queensland And Northern Territories Air Service © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 4
  • 5. Who we are:  Largest online travel company in the world  Second largest travel company in the world  6,200+ employees worldwide  Expedia.com - 20+ sites and growing  Hotels.com - 70+ sites and growing  Egencia - corporate travel now in 20+ countries © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 5
  • 6. Lesson Learned #1 Less is more… ….Find what forum suits you/your company & spend quality time developing it © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 6
  • 7. Case Study: © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 7
  • 8. Lesson Learned #2 You don’t need an in-depth strategy to get started…. ….but you will if you want to raise your game © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 8
  • 9. Social Media Mission: Expedia.com All of Expedia’s social marketing activities filter through “Where You Book Matters” with a focus on our differentiating brand benefits. We must engage consumers through social media in ways that consistently enhance their booking and travel experience with helpful information and functionality - not gimmicks. © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 9
  • 10. Foundational Tactics Customer Service Support • Find and address customer service issues made public in social media channels • Mitigate reputational damage Twitter: • Use promotions and giveaways to generate interest Facebook • Develop custom tabs and channel exclusive content • Encourage users to share experiences to develop community YouTube • Favorites, playlists, design enhancements Expedia TripTips Blog • Provide editorial guidance to establish clear voice of expertise Expedia.com • Include easy access to social channels in prominent places © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 10
  • 11. How We Work Social Media Complements Multiple Areas of Enterprise Global External Customer Operations Bloggers Comments Crisis communication DBM PR Social inclusion Triage, content in emaildata synergy sharing Internal Bloggers Cast from around the org Advertising Customer Ops Ad inclusion, Social Triage and paid placement Media service Legal GSO Employee and Blog Moderation, Consumer policies, Hotel Reviews Copy right protection International Merch/PSG Search Offers and info, Social conversations Points of Sale appear in results + There are fewer site integration greater opps for geographic collaboration boundaries in social © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 11
  • 12. How We Work: Building the Foundation Objective Tactics Executed To Date Creation of Facebook, YouTube, Blog channels and Brand Building rebrand of Twitter. Launched and updated all social sites in tandem to rebranding. Produced monthly content calendar with input from advertising and PR. Protected brand reputation through customer service triage and domain/copyright registration Traffic & Transactions Published deals, offers and promos to Expedia.com through our social channels Drive awareness of existing Expedia tools Monitored/participated in consumer and competitive Traveler Insights conversations. © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 12
  • 13. We’ve got an app for that! © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 13
  • 14. Case Study: © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 14
  • 15. By Comparison © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 15
  • 16. Lesson Learned #3 Followers ≠ Success ….Find your love (and metrics) in the intangibles, too © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 16
  • 17. Lesson Learned #4 Don’t go it alone… ….Get people involved and let ‘em have fun! © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 17
  • 18. Case Study: Employee Blog © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 18
  • 19. The question of measurement: KPIs MEASURE Total Conversations  Tonal Sentiment /  Total Engagements User Generated Content (Cumulative) YouTube Views Facebook Fans/Friends Facebook Click-through Twitter Followers Twitter Click-through High Authority Convo © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 19
  • 20. They love us…. © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 20
  • 21. They love us not…. © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 21
  • 22. Noise Control or Reputation Management? © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 22
  • 23. Lesson Learned #5 Find your rock star attributes © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 23
  • 24. Building Your Brand – The Success of Trip Advisor Cities I’ve Visited app has 5+ M users © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 24
  • 25. Lesson Learned #6 It’s not just a consumer brand space… ….Reputation is an internal/external affair © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 25
  • 26. Case Study: @Expedia_Jobs © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 26
  • 27. Lesson Learned #7 Humor is subjective © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 27
  • 28. Travel @ Work © 2008 Expedia, Inc. All rights reserved. Confidential 28 © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 28
  • 29. Lesson Learned #7 Social media is organic…. …which means you simply can’t control everything © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 29
  • 30. User Generated Content: Employer Brand © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 30
  • 31. User Generated Content: Employer Brand © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 31
  • 32. Other Tidbits • Find advocates & partners  But err toward forgiveness not permission • To in-source or out-source  No right answer, but plenty of debate • Originality is great but plagiarism is faster  Learn from others and pick what works • There are no gurus  So just have fun and change as needed © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 32
  • 33. © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 33
  • 34. Questions? kgraham@expedia.com http://twitter.com/expedia http://twitter.com/kristingraham © 2009 Expedia, Inc. Confidential & proprietary. All rights reserved. | 34