Measuring Social Media ROI in Tourism Marketing
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Chris Adams Anand Pallegar
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A look at how tourism marketers can measure their social media ROI including how travelers use social media to plan their vacations, how destination marketers can integrate social media tracking and workflow tools, and how they can link social media interactions to intent to travel. These insights were shared at the 2010 E-Tourism Summit in New York, NY Oct. 13 by Anand Pallegar, President and CEO of atLarge, Inc. and Chris Adams, VP Research at Miles Media.
Transcript of Measuring Social Media ROI in Tourism Marketing
Chris AdamsAnand Pallegar
“Half of the money I spend on advertising is wasted; the trouble is, I don’t know which half.”
John Wanamaker
MEASURING THE BUZZSOCIAL MEDIA ANALYTICS & ROI
What’s your sentiment about Social Media?
B E K N O W N .
B E K N O W N .
So...what’s working for you?
B E K N O W N .
550MM Active Users3B+ photo uploads per month700B+ minutes spent per month150MM active mobile users
165MM users1.8MM accounts opened each weekOver 100MM tweets/day
3.5MM users15,000 accounts opened each week1MM+ check-ins per day
B E K N O W N .
“All marketers are now publishers – creators and facilitators of content, conversation and
community”
John Battelle
Des$na$on Digital FootprintDMO Digital Assets DMO Social Media Assets Wider Social Media
Des$na$on Website(s): 396,381 visits301 visitors shared content from website
Syndicated Content19,532 viewers of syndicated content (YouTube, Flickr)
Social Media: (Facebook, Twi.er)39,563 total fans & followers20,406 ac=ve fans posted, reposted
Des$na$on Email:74,291 visitors opened email134 visitors shared content from email
1,917 Blogs, Twitter, News Sites etc
Des$na$on Mobile: 16,485 visitors opened email154 visitors shared content from email
Measurement Essen=als
A Clear PlanRight Tool Kit -‐ Right Mind SetCampaign Tracking CodesData Driven Marke$ngIntegrated Repor$ng
1. Foundation Analytics: Google Analytics.
Analytics & Research Tool Kit
2. Advanced Analytics Options:
Eg: Omniture SiteCatalyst or Unica NetInsight
4. Specialist Tools for Social Media (& other) Campaigns:
Eg: TweetStats, Raven & Swix.
3. Audience Measurement Tool
Eg: Quantcast
5. Research Tools & Programs
B E K N O W N .
DATA DRIVEN MARKETING
Source: Omniture.
WEB 365
1. Audience
Metrics to Measure
3. Signals of Intent to Travel
2. Engagement
1. Audience
The Three Metrics to Measure
3. Signals of Intent to Travel
2. Engagement
$$
1. Social Media
Interac$ons on Site
The Three Areas for Social Media Measurement
3. Social Media
Engagement Off Site
2. Social Media
Referrals to & from Site
Syndica=on & Content Seeding
B E K N O W N .
Make everything as simple as possible, but not simpler.
Engagement vs. Intent
B E K N O W N .
The origin of social mediais the
copy / paste.
B E K N O W N .
A java-script driven utility that enables you totrack the number of “engagements” that occur via visitors copying your destination content.
B E K N O W N .
Integrate with your online Repor=ng
www.mywebsite.com/campaign1
hIp://www.mywebsite.com/campaign1?utm_source=TwiIerEvent01
URL Shortener: hIp://bit/ly/cIUCI3
Campaign Tracking Codes1. Create a tracking code for each plaQorm or campaign.
2. Use a url shortener to create a social media link
Web Address of Campaign Landing Page:
Web Address with Tracking Code:
1. Value Events (Audience, SITs)
2. Es9mate: actual, surrogate, research
• New Fan/Follower: $2
• Repost/Re-‐Tweet: $4
• SIT: Email Subscriber: $5
• SIT: Booking: $50
3. Scoring to calculate ROI
4. Value & validate events: conversion research
Value – Scoring -‐ ROI
Campaign Comparisons
Case Study:
Florida Live
Case Study : Florida Live
1. Audience
3. SITs
2. Engagement
187,000 visitors2,500 mobile visitors43,000 ‘active’ social media
Time on Site: +17%Bounce rate: -11%Posts, Reposts, ReTweets.
Conversion Ratio: -14%
B E K N O W N .Oil in Florida: Localizing the Approach
Case Study: Louisiana Travel
Conversion Study: ROI of Social Media Marke$ng
Case Study: Louisiana Travel• Conversion Study – intercept survey & follow up• Defines actual travel & influence of social media• Validated & values Signals of Intent to Travel• Travel generated: $99,404 Cost: $20,000• ROI of Social Media Program: 4.97:1
B E K N O W N .Case Study: Destination Partnerships
• 91,124 visits • 1,003,316 pageviews• 3,304 new visitors• 83% increase in Twitter
Resources
Resourceshttp://budurl.com/DMOSocial and www.MilesMedia.com/insight
B E K N O W N .Resources
www.atlargeinc.com/ets2010
Chris Adams1 941 342 2323 (DDI – USA or NZ)[email protected] www.MilesMedia.com/insight www.Twitter.com/kiwicoloradoSocial Media: kiwicolorado
Anand Pallegar941.320.3400
Twitter.com/atlargeincFacebook.com/anandpallegar
Digital Foot Print : Video
9,565 VIEWS
21,084 VIEWS
Audience Informa$on
What Do Louisiana’s Social Media Users Want?
Source: Louisiana Travel Facebook and TwiIer user surveys.
Measure What MaIers
