Download - 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

[email protected]

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