Social Media Case Study: Yatra.com

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    21-May-2015

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Engage with fans and acquire new customers, Develop its Facebook Page into a fully operational sales channel, Create strong brand credibility

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  • 1. Yatra: Initiating and engaging in conversations with customersFacebook has opened a completely new marketing channel for Yatra to have a two-waycommunication with our customers, drive traffic to our online booking application, and promoteour exclusive deals. Weve been very pleased with the amount of new business and revenue wevebeen able to drive from our Facebook PageGoalsFor their advertising campaign on Facebook, Yatra wanted to: Engage with fans and acquire new customers Develop its Facebook Page into a fully operational sales channel Create strong brand credibilityApproachThe travel portal built a Facebook Page around the Happy Travelers theme: Cover picture is a collage of happy pictures sent in by their customers The Messages feature is used to respond to customer enquiries and emails Tabs are used to run cross-promotions with other brands that deliver added-value to their customersYatra ran Facebook Ads to create a base of loyal fans: Specific groups of users who are very likely to be interested in Yatra were targeted with the ads Promotion-based ads directed users directly to specific Page tabsYatra engaged with its fans through its Facebook Page by: Responding to customer queries within 12 hours Posting special offers and promotions on the Page

2. Hosting apps like the Happy Travel Jigsaw where fans can solve puzzles Posting interesting tidbits about travel destinationsYatra amplified its reach on Facebook by: Targeting friends of fans with its ads Running sponsored stories to increase Page LikesResults INR 1.5 million/month generated from Facebook 150K+ users see content from the Page every day 1,500 stories are created by Page users each dayAboutYatra.com is a leading online travel company in India.facebook.com/yatra