©2012 STARWOOD HOTELS & RESORTS WORLDWIDE, INC. | Proprietary & Confidential

Business Impact of Social MediaiCOM Rome 2012Janice Chan Starwood Hotels Asia Pacific

2

Starwood’s Facebook Presence

Reputation Management Impact3000+ / month responses to questions and crises

3Offers

Barge into Bangkok. Regal Readiness. Isn’t this photo fabulous? Makes us want to be in Bangkok right now!

BrandingBased on last 100 posts

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Branding Impact

Avg 15,000 Impressions / Post

Avg 5,000 People Talking About This A Week

Social Engagement Index = Engagement Rate +Consumption Rate + Virality + Fan Acquisition

Starwood Travel Exclusives SEI = 5

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Driving Conversion Thru Social

User sees content on Facebook

Page or Newsfeed

Clicks on a Link Makes a booking

Booking is tracked by Omniture®

Clicks on this Facebook Link

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Driving Conversion Thru Social Ad UnitsTargeting

• Tier 1 cities throughout Asia Pacific

• Interests: Luxury, Travel

• Specific Verticals (Education, Company)

• Age: 28+

• CPC

Ad Units

Direct Response

• Sponsored Posts ~$3.72 / 1000 Impressions (CPC)

Fan Acquisition

• Sponsored Stories ~ $1.21 / Fan

• FB Market Place Ads ~ $1.20 / Fan

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Facebook as Ad Network

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Facebook as Ad Network

Now: Atlas cookies

• Demo 25-45, geographic

• Keyword in status updates targeting – resorts, hotels, holidays, travel

• Geo: Thailand, Singapore, India, Japan, Malaysia

• Best Markets TH & SG R:E 20+

• CPC buys

Future: Facebook cookies

• Placement of publisher tags in booking confirmation page using BrightTag

• Publisher optimizes on bookings