social media roi measurement
DESCRIPTION
Social Media ROI Measurement. Baton Rouge Case Study. Presented to the SOME Tourism Symposium by Destination Analysts, Inc. What is Return on Investment?. A Destination’s Perspective. Direct visitor spending in a destination directly resulting from the DMO’s marketing campaign. - PowerPoint PPT PresentationTRANSCRIPT
Social Media ROI Measurement
Presented to the SOME Tourism Symposium by Destination Analysts, Inc.
Baton Rouge Case Study
What is Return on Investment?
Direct visitor spending in a destination directly resulting from the DMO’s marketing campaign.
A Destination’s Perspective
Estimating DMO Website ROI
Intercept Survey
Time to travel passes
Follow-up Survey
Place of residence
Type of website user
Point in travel planning cycle
Expected date of arrival
Opt-in for follow-up survey
Estimating DMO Website ROI
Intercept Survey
Time to travel passes
Follow-up Survey
Place of residence
Type of website user
Point in travel planning cycle
Expected date of arrival
Opt-in for follow-up survey
Estimating DMO Website ROI
Intercept Survey
Time to travel passes
Follow-up Survey
Visitation to destination?
Website influence on:o Decision to visito Length of stay
Spending
Length of stay
Place of residence
Type of website user
Point in travel planning cycle
Expected date of arrival
Opt-in for follow-up survey
Estimating DMO Website ROI
Intercept Survey
Time to travel passes
Follow-up Survey
Visitation to destination?
Website influence on:o Decision to visito Length of stay
Spending
Length of stay
Place of residence
Type of website user
Point in travel planning cycle
Expected date of arrival
Opt-in for follow-up survey
Data appended
Incremental trips generated (per 1,000 unique website visitors) 34
Spending generated per incremental trip
$612
Total visitor spending on incremental trips (per 1,000 unique) $21,573
Days spent in market on extended trips (per 1,000 unique)
35
Total spending on extended trips (per 1,000 unique) $6,605
Total ROI (per 1,000 unique ) $28,178
Total ROI (per unique website visitor) $28
Results (Average)
• Defined audience (followers or fans)
• Electronic communication tool
• Messages pushed outward
Social Media is More Like E-mail
Social Media Survey Invitations
• Several posts on DMO wall• Private messages• Incentives to take survey• 425 completed surveys
• Regular tweets about survey• Private message/ad campaign• Incentives to take survey• 238 completed surveys
Determine the value of these trips/days
$1.24 million $157,000
Identify Incremental Visits (& Trips Extended)3,184 trips (404 days) 380 trips (0 days)
Baton Rouge: Social Media ROI Calculation21,760 Facebook Fans 8,400 Twitter Followers
Determine the value of these trips/days
$1.24 million $157,000
Identify Incremental Visits (& Trips Extended)3,184 trips (404 days) 380 trips (0 days)
Baton Rouge: Social Media ROI Calculation21,760 Facebook Fans 8,400 Twitter Followers
Determine the value of these trips/days
$1.24 million $157,000
Identify Incremental Visits (& Trips Extended)3,184 trips (404 days) 380 trips (0 days)
Baton Rouge: Social Media ROI Calculation21,760 Facebook Fans 8,400 Twitter Followers
Incremental trips generated (per 1,000 unique) 34 146 45
Total visitor spending on incremental trips (per 1,000 unique) $21,573 $54,486
$18,560
Days spent in market on extended trips (per 1,000 unique) 35 14 0
Total ROI (per unique website visitor/fan/follower) $28 $57
$19
Results (Website vs. Social Media)
WebsiteAverage Facebook Twitter
How Often Do They Read Posts?
Source: Baton Rouge Facebook and Twitter Surveys, October 2011, Destination Analysts, Inc.
How Interesting are BR’s Posts?
Source: Baton Rouge Facebook and Twitter Surveys, October 2011, Destination Analysts, Inc.
How Often Do They Want BR to Post
Source: Baton Rouge Facebook and Twitter Surveys, October 2011, Destination Analysts, Inc.
FACEBOOK USERS
How Often Do They Want BR to Post
Source: Baton Rouge Facebook and Twitter Surveys, October 2011, Destination Analysts, Inc.
FACEBOOK USERS TWITTER USERS
What Information Do They Want?
Source: Baton Rouge Facebook and Twitter Surveys, October 2011, Destination Analysts, Inc.
Why Do They Use FB/Twitter?
Source: Baton Rouge Facebook and Twitter Surveys, October 2011, Destination Analysts, Inc.
FACEBOOK USERS
Why Do They Use FB/Twitter?
Source: Baton Rouge Facebook and Twitter Surveys, October 2011, Destination Analysts, Inc.
FACEBOOK USERS TWITTER USERS
DemographicsFacebook
• Under 35 31.3%
• College grads 50.6%
• Affluent 30.6%
• Employed 73.6%
• Has children 31.8%
• Under 35 65.5%
• College grads 72.7%
• Affluent 34.8%
• Employed 86.9%
• Has children 28.1%
National Perspective• Percent of American travelers who
where inspired to visit a destination based on content received through Facebook: 14.3%– Trip(s) inspired by content posted by
an organization/business on FB: 31.3%
• Percent of American travelers following a CVB on Facebook: 15.3%
• Percent of American Travelers following a State Tourism Office: 8.3%
