jetblue case study: maximizing roi via fb advertising
TRANSCRIPT
© TBG Digital 2011
Maximising Facebook ROI
> About JetBlue
• New York based airline founded in 1999
• Flying to 69 destinations
• Over 500K followers on Facebook
• 1.6MM followers on Twitter
• Most legroom in coach (1)
• 36 channels of DIRECTV for free (2)
• First bag flies free
• 100+ channels of XM Radio for free
• Complimentary brand-name snacks
(1) JetBlue offers the most legroom in coach, based on average fleet-wide seat pitch for U.S. airlines.(2) DIRECTV® service is not available on flights outside the continental United States; however, where applicable in-flight movies are offered complimentary on these routes.(3) Baggage weight and size limits apply.
© TBG Digital 2011
> About TBG Digital
• One of three Facebook “alpha” Advertising API partners
• Today one of the largest Facebook advertisers in the world
• 110 Staff, specialising in driving ROI on Facebook
• Currently running campaigns for nearly 100 Clients in more than 40 Countries
• Global coverage - offices located in:
• London (HQ)
• San Francisco
• New York
• Chicago
• Paris
• Hamburg
• Manila
© TBG Digital 2011
> A quick advertising intro…
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(You’ve heard of it, right?)
> Facebook today
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1,700,000,000750,000,000190,000,000160,000,000100,000,000
Internet usersFacebook usersTwitter usersBlogsLinkedIn users
> You can’t ignore it … so embrace it!
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> Users per country
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Source: http://www.socialbakers.com/facebook-statistics/?interval=last-6-months#chart-intervals
> How’s it done? Premium vs Marketplace
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Premium Ads - Home Page
Social ad Event ad
Video ad
Poll ad
Sampling ad
Fan Engagement
BuildBrand awareness
Reach blocks & Homepage inventory
ASU – Marketplace ads
Social ad
Standard adNew: Sponsored stories!
Micro targetingEvent ad
Bidding system
Cost per Click
Fan acquisition
> The Advertising Challenge
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Why is Facebook importantfor a brand?
> People influence people
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Engagement creates your social network where friends meet and talk to you and each other about you
> The new word of mouth
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1.6Xlift in brand recall
2X lift in message awareness
4Xlift in purchase intent
> Targeting
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Mal
eSi
ngle
Poke
rHBO
Port
land
Top
Gea
r
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• Open matrix• Test and Learn• Advanced segmentation• Ad variants• Micro targeting on scale
> The volumes are there
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Telecoms 1,000 – 4,500 mobile contracts a month
Retail 8,000 – 12,000 sales a month
Finance 22,000 credit card applications a month
Travel 5,500 bookings per month
What’s next?
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Browse 90’s
Search 00’s
Social 10’s
> 2011 - Social by design
> What’s “Social by design”?
INTEREST
DECISION
ACTIONRECOMMENDATION
AWARENESS
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© TBG Digital 2011© TBG Digital 2011
> Fans are assets
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“Fans are 28% more likely to
continue using the brand”
Quotes from SocialTRAC™, Value of a Facebook Fan
“Fans spend $71.84 more on products
for which they are a fan”
So why did JetBlue look to Facebook?
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> JetBlue Market Analysis
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The 3 goals JetBlue Had Going Into Every Campaign:
Brand - Every campaign is an opportunity to talk about our
brand differences and product.
Buzz - Innovative campaigns which generate buzz for
JetBlue both enhance the brand and get us bonus
impressions.
Butts in Seats -The end goal of every campaign is naturally to
fill our planes.
In addition:
Geo-targeted - JetBlue did not run national campaigns – we
ran focused local campaigns which address different market
challenges.
> JetBlue and Facebook – The Context
© TBG Digital 2011
• Marketing campaign themed around jetBlue’s
10th Anniversary “You Above All”
• JetBlue and Twitter – ‘First Travel Operator
to launch Twitter ad campaign’
• Develop Facebook to perform consistently as
an eCommerce channel for the Brand
• Grow jetBlue’s Facebook fan base with focus on
JetBlue’s most competitive markets, specifically
Boston, to increase passenger load and provide
relevant localised communication, such as new
routes, upcoming fare sales and improved
airport services
> Campaign Objectives set for TBG
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1) Deliver a high volume of direct sales at a profitable CPA with a range of different promotions such as a 24 hour sale.
2) Introduce jetBlue to a large Facebook audience with the specific goal of increase fans where Jet Blue service centres were located.
> TBG and JetBlue’s Partnered Approach
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1) TBG reviewed the results of JetBlue online advertising in other channels including search and display.
2) TBG developed a test & learn plan that incorporate multiple Ad variations.
2) Leveraging ONE Media Manager, TBG was able to create and deploy 10’s of thousands of ads designed to appeal to various demographic segments.
3) On an ongoing basis, TBG then optimized both creative and targeting campaigns based on age, gender and geo market age to create a variety of Facebook Ads that appealed to numerous micro profiles to increase sales to specific destinations.
> Results for JetBlue – Fan Acquisitions
© TBG Digital 2011
In less than 5 months (May to September) TBG tripled the number of JetBlue fans to 397,120 fans.
From May to September, Boston grew its like base by 16,191 fans, California by 12,652 and New York by 16,241.
In September 2010 alone TBG added 38,315 fans, had 119,784 page visitors and had over 530 million Impressions.
397,120 fans
> Results – JetBlue vs. Competitor Airlines
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1. Southwest – 914,000 Likes
2. JetBlue – 316,000 Likes
3. United – 150,000 Likes
4. American – 71,500 Likes
5. Virgin America – 67,000 Likes
6. Delta Air + Northwest – 41,000
Likes
7. Continental – 28,000 Likes
8. US Airways – 7,500 Likes
Source: Facebook Insights Sept 29th 2010
Q & A - GO
© TBG Digital 2011