Turning Social Engagement into ROI

Nathan Easom, Head of Sales – North America WAYN (Where Are You Now?)

Twitter: @n_easom

The World’s Largest Travel & Lifestyle Community Platform

Source: http://techcrunch.com/2012/02/18/beyond-facebook-the-rise-of-interest-based-social-networks/

“Some say “social is done”.  Facebook is all the social media anyone would ever want or need. Unquestionably, as it nears one billion

accounts, in the solar system of social media, Facebook is the Sun — the gravitational center around which everything social revolves.

But while some may pronounce that Facebook is all the social we’d ever need, users clearly haven’t gotten the memo. Instead, users are

rapidly adopting new interest-based social networks”

Jay Jamison, Partner at BlueRun Ventures

A different perspective...

Who Are We?

A destination discovery platform designed to help users to discover where to go, what to do and who to meet

Founded in 2005, HQ in London

25MM+ Visitors in last 60 days

150MM+ Page Views per month

1MM+ Photo Rates and Comments Per Day

Points for discussion

• Every user is different

• ROI? Or ROO?

• CPE (Cost Per Engagement)

• Can Social Media be used to drive bookings?

http://hotelmarketing.com/index.php/content/article/is_social_media_killing_brands

You can’t measure success on social platforms without

recognizing that your fans all want different things

Access news and info when I want to

Discount vouchers/Special Offers

A personal response to my issues/complaints

Fun and entertaining content

Communicate and share experiences with other fans

Access to unique content exclusively for community of fans

Active member of brand community

Represent the brand ADVOCACY

MINIMAL ENGAGEMENT

Social Experiences, not Likes, Friends or Followers

Awareness

Traffic

UGC

Perception Shift

Data Capture

Viral

Don’t focus on ROI …

Monitor ROO (Return on Objectives)

Context:Overcome negative perceptions

Objectives:• Inspire: by authentically showcasing South Africa through her people and

‘real experiences’, showing travelers the diverse and unique experiences that they will want to gain and never forget

• Engage: By underpinning the experiences one could have with South Africa as do-able and accessible to the traveler – an experience that leaves you thinking: ’I want to feel like that’

• Convert: An experience that is ‘sellable’ because the promise of what you receive as a traveler to South Africa is beyond price and measure

KPIs:• Raise interaction with their content (increase traffic to southafrica.net)• Help change negative perceptions• Create more online conversations with potential visitors

Different Types of Interaction Have A Different Value• Click on a banner ad = 1 point• Commenting on a post = 2 points• Watching an inspirational video = 3 points• Friend connection = 4 points• Completing a multiple question survey = 5 points

Holistic View Of All Engagements Over A Period Of Time• Investment / (Engagements x Point Score) = CPE• Track Your CPE = ROI/ROO

= Ongoing Relationship for Medium/Long Term Benefit

Cost Per Engagement (CPE) – ROI Metric

CPE decreased by 83% even as total investment stayed flat

Inspire• Over 400,000 Friends for Mzansi

• 20,000 Competition entries for ‘Face of South Africa’

Engage• Hundreds of ‘000s of views and clicks on SAT content

• 35.28% say the WAYN profile is the main channel providing them with information related to tourism in South Africa

• Over 70% indicated that they have either booked, are planning or are thinking of travelling to South Africa

Convert?....

Success! Some big numbers....

Reasons for SAT‘s Success

• Long term strategy – Social Experiences

• A Personality! - high user engagement

• CPE – confidence to invest

• Call to action – once desire was created

Nathan Easom Head of Sales – North America

WAYN Inc (Where Are You Now?)

Phone: 646 568 3196Mobile: 646 455 9084Mail: nathan.easom@wayn.comWeb: www.wayn.comTwitter: @n_easomSkype: nathan.easomLinkedin:uk.linkedin.com/in/nathaneasom

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