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)chris.adams@milesmedia.com www.MilesMedia.com/insight www.Twitter.com/kiwicoloradoSocial Media: kiwicolorado

Anand Pallegar941.320.3400

ap@largeinc.comwww.atlargeinc.com

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