SMBSeattle/IABC Seattle: Expedia -Social Media Lessons Learned

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Social Media: Lessons Learned at Expedia from the Trenches

Kristin GrahamVP, Global Recruiting & EngagementExpedia, Inc.

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Expedia, Inc. One company, many brandsCase study: Expedia.comSocial Media and RecruitingLessons Learned (along the way)

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Quiz!

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

Southwest

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Quiz!

Which national airline is actually named for a former acronym?

QANTAS: Queensland And Northern Territories Air Service

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Who we are: Largest online travel company in the worldSecond largest travel company in the world6,200+ employees worldwide

Expedia.com - 20+ sites and growingHotels.com - 70+ sites and growingEgencia - corporate travel now in 20+ countries

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Lesson Learned #1

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

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Case Study:

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Lesson Learned #2

-depth strategy to get

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All of social marketing activities filter through

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.

Social Media Mission: Expedia.com

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Foundational TacticsCustomer Service Support

Find and address customer service issues made public in social media channelsMitigate reputational damage

Twitter: Use promotions and giveaways to generate interest

FacebookDevelop custom tabs and channel exclusive contentEncourage users to share experiences to develop community

YouTubeFavorites, playlists, design enhancements

Expedia TripTips BlogProvide editorial guidance to establish clear voice of expertise

Expedia.comInclude easy access to social channels in prominent places

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How We WorkSocial Media Complements Multiple Areas of Enterprise

Social Media

PRTriage, content

synergy

AdvertisingAd inclusion,

paid placement

External Bloggers

Customer Comments

GSOBlog Moderation,

Hotel Reviews

SearchSocial conversations appear in results +

greater opps forcollaboration

DBMSocial inclusion

in email\data sharing Internal

BloggersCast from around

the org

International Points of SaleThere are fewer

geographic boundaries in social

Merch/PSGOffers and info, site integration

Customer OpsTriage and

service

LegalEmployee and

Consumer policies, Copy right protection

Global Operations

Crisis communication

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How We Work: Building the FoundationObjective Tactics Executed To Date

Brand Building Creation of Facebook, YouTube, Blog channels and 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

Traveler Insights Monitored/participated in consumer and competitive conversations.

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Case Study:

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By Comparison

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Lesson Learned #3

intangibles, too

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Lesson Learned #4

em have fun!

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Case Study: Employee Blog

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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

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Noise Control or Reputation Management?

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Lesson Learned #5

Find your rock star attributes

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Building Your Brand The Success of Trip Advisor

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Lesson Learned #6

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Case Study: @Expedia_Jobs

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Lesson Learned #7

Humor is subjective

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Travel @ Work

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Lesson Learned #7

everything

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User Generated Content: Employer Brand

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User Generated Content: Employer Brand

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Other Tidbits

Find advocates & partnersBut err toward forgiveness not permission

To in-source or out-sourceNo right answer, but plenty of debate

Originality is great but plagiarism is fasterLearn from others and pick what works

There are no gurusSo just have fun and change as needed

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Questions?

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

http://twitter.com/kristingraham