Архитектура поиска в Booking.com / Иван Круглов (Booking.com)
Estratégias Digitais Booking.com
Transcript of Estratégias Digitais Booking.com
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BRAND GROWTH.
June 2016
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Oi! Me add, SDV, troco likes.
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KILLS
Culture
Strategy
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BrandMISSION
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BE THE FAVOURITE ,MOST
TRUSTED AND RELEVANT
BRAND FOR TRAVELERS*.
LEISURE & BUSINESS*.
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Our main challenge is to transform the travel
journey behaviour.
Stimulate desire to travel following your passions,
empower the sense of going beyond the already known
and / or cheapest options.
Travel Passion Revolution
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God.
Content
is King.
But
CONTEXT IS
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SHOWCASE HOW BOOKING.COM ENABLES SPORTS FANS TO
TRAVEL & FIND THEIR PERFECT ACCOMODATION.
WHOEVER YOU ARE, WHATEVER YOU SEEK,
IT ALL STARTS WITH
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Storybuilding
From
STORYTELLING
To
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TEST, TRACK, LEARN, AND SCALE
SCALABLE CONTENT BY PLATFORM
PRODUCT LEADERSHIP
INSPIRE THE COMMUNITY
THROUGH THEIR STORIES
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OUR FUTURE THROUGH SOCIAL
TEST, TRACK, LEARN, AND SCALE
SCALABLE CONTENT BY PLATFORM
PRODUCT LEADERSHIP
INSPIRE THE COMMUNITY
THROUGH THEIR STORIES
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1
7
UPPER FUNNEL +
DIGITAL BRAND
MissionInspire users who don’t know where to go to find the perfect experience
Why is this important?
Change the brand perception (Digital Brand)
Capture new traffic/demand (Upper funnel)
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SCOPE PASSION CAMPAIGN
Kick started the ability to
search for passions
o Over 1400 new awesome pictures
o Over 2500 pieces of inspiring copy translated
o Completely revamped Destination Finder templates
o A search engine for passions
o New entry points to destination finder
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AND NOW WE HAVE PASSION SEARCH
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Network
From
DIGITAL
To
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CONSUMER JOURNEY
DESTINATION FINDER
INTEREST PAGES
TVC PASSIONS
DIGITAL VIDEO
PASSIONS
SOCIALSHORT FILMS
PROGRAMMATIC
BANNERS
BRANDED SEARCH
DIRECT VISITS
Mobile Display
(incl programm)
SEARCH
INFLUENCER CONTENT
CLICK THROUGH TO DF
LONG-TAIL SEARCH
BRANDED AND OVERALL SEARCH
HOME PAGE TESTS
- SEARCH BOX LANGUAGE - TILE DRIVING INTEREST SEARCH- TILE DRIVING TO DESTINATION FINDER
INTEREST PAGES
- BOOKING.COM INTEREST PAGES- SPORTS PAGE- FOODS PAGE- CULTURE PAGE
OPTIMIZEDDESTINATION
FINDERLanding page
CLICK THROUGH TO DF
CLICK THROUGH TO DF
CLICK THROUGH TO INTEREST PAGES
CLICK THROUGH TO DF
CLICK THROUGH TO DF
BOOKING.COM
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2016 Vision
Insight: If you’re not travelling right now, you’re reliving your last trip, getting annoyed and inspired by your friend’s current one, or planning your next. Travellers trade in stories, but B.com trades in accommodation.
● The future for Booking.com is to become the world’s leading travel brand – making the brand both famous and loved by turning the voice of the travel community into our voice, and their stories into our engine.
● That means leveraging the passion points that drive different communities to inspire them to make 2016 their best travel
year ever with Booking.com.
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Samples of Digital Brand in play
25
Brand Leadership - Innovation Social Hijack Social Content – Hyper local
Testing VR space for travel Leverage the hype around the draw Create content that leverages this
tactical high-heat moment to drive
traffic to
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People
From
USERS
CONSUMERS
PUBLIC
To