1. Case Study: Expedia.com
OMMA Global, March 2012

3. WHAT
WE DID

4. Expedia gained
1M NEW FANS
IN 6
WEEKS, repres
enting a 750%
increase
Engagement was up with
15-30X MORE MENTIONS ON THE WALL

9. WHAT WE
LEARNED

11. IMPACT OF BRAND PAGE INTERACTION ON
SITE ENGAGEMENT*
Page Views per
Unique Visitor
Visits per Unique
128% Average Time
Visitor Spent per Visit
90% 156%
70k
incremental
bookings in
60 days
*Expedia.com

12. ONGOING CONVERSATION IS KEY

13. BIG CAMPAIGNS GENERATE
CONSUMER INTEREST
Facebook Cross-Visitation Including Facebook Branded Pages Expedia
(Number of unique visitors to Brand.com’s official Facebook pages, by month)
(Right: % of brand.com UVs that also visited Brand.com’s official Facebook pages, same month) Delta
Visit Las Vegas
Target
1,200,000 2.5% Best Buy
1,000,000
2.0%
800,000
1.5%
600,000
1.0%
400,000
0.5%
200,000
0 0.0%
Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11

14. BRAND PAGE INTERACTION LEADS
TO INCREASED CONVERSION
Lift in Brand.com Conversion – FB Segment vs. BFB Segment
(Lift in average monthly conversion rates between different segments)
Read as:
People who
cross-visited
Bestbuy 37% Target.com and
Target’s official
Facebook
pages were
69% more
Target 69% likely to
convert on
Target.com
than general
Facebook
visitors who
Delta 57% also visited
Target.com
Expedia 107%

15. WHAT WE
ARE DOING

16. MOVING FORWARD:
ENGAGING HIGHLY QUALIFIED TRAVELERS
3 big lessons post-FriendTrips:
1. Quality engagement comes from quality content from quality partners.
2. Know your platform.
3. Find efficiency with your ad buys.

17. 1. Quality Matters

18. 2. Know Your Platform

19. 3. Find Efficiency With Your Ad Buys