Case Study: Expedia.comOMMA Global, March 2012

WHAT WE DID

Engagement was up with 15-30X MORE MENTIONS ON THE WALL

Expedia gained 1M NEW FANS IN 6 WEEKS, representing a 750% increase

WHAT WE LEARNED

IMPACT OF BRAND PAGE INTERACTION ON SITE ENGAGEMENT*

70k increme

ntal booking

s in 60 days

Visits per Unique Visitor

90%

Page Views per Unique Visitor

128%Average Time Spent per Visit

156%

*Expedia.com

ONGOING CONVERSATION IS KEY

Facebook Cross-Visitation Including Facebook Branded Pages(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)

Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-110.0%

0.5%

1.0%

1.5%

2.0%

2.5%

Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-110

200,000

400,000

600,000

800,000

1,000,000

1,200,000

BIG CAMPAIGNS GENERATE CONSUMER INTEREST

Expedia

Delta

Visit Las Vegas

Target

Best Buy

Expedia

Delta

Target

Bestbuy

107%

57%

69%

37%

BRAND PAGE INTERACTION LEADS TO INCREASED CONVERSION

Read as: People who cross-visited Target.com and Target’s official Facebook pages were 69% more likely to convert on Target.com than general Facebook visitors who also visited Target.com

Lift in Brand.com Conversion – FB Segment vs. BFB Segment(Lift in average monthly conversion rates between different segments)

WHAT WE ARE DOING

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.

1. Quality Matters

2. Know Your Platform

3. Find Efficiency With Your Ad Buys