© 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…

© TBG Digital 2011

(You’ve heard of it, right?)

> Facebook today

© TBG Digital 2011

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!

© TBG Digital 2011

> Users per country

© TBG Digital 2011

Source: http://www.socialbakers.com/facebook-statistics/?interval=last-6-months#chart-intervals

> How’s it done? Premium vs Marketplace

© TBG Digital 2011

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

© TBG Digital 2011

Why is Facebook importantfor a brand?

> People influence people

© TBG Digital 2011

.

Engagement creates your social network where friends meet and talk to you and each other about you

> The new word of mouth

© TBG Digital 2011

.

1.6Xlift in brand recall

2X lift in message awareness

4Xlift in purchase intent

> Targeting

© TBG Digital 2011

Mal

eSi

ngle

Poke

rHBO

Port

land

Top

Gea

r

28-

29

29-

30

30-

31

32-

33

33-

34

34-

35

35-

36

• Open matrix• Test and Learn• Advanced segmentation• Ad variants• Micro targeting on scale

> The volumes are there

© TBG Digital 2011

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?

© TBG Digital 2011

Browse 90’s

Search 00’s

Social 10’s

> 2011 - Social by design

> What’s “Social by design”?

INTEREST

DECISION

ACTIONRECOMMENDATION

AWARENESS

© TBG Digital 2011

© TBG Digital 2011© TBG Digital 2011

> Fans are assets

© TBG Digital 2011

“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?

© TBG Digital 2011

> JetBlue Market Analysis

© TBG Digital 2011

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

© TBG Digital 2011

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

© TBG Digital 2011

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

© TBG Digital 2011

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