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.

1. Anand Pallegar Chris Adams

2. “Half of the money I spend on advertising is
wasted; the trouble is, I don’t know which half.”
John Wanamaker

3. MEASURING THE BUZZ
SOCIAL MEDIA ANALYTICS & ROI

4. What’s your sentiment about Social Media?

5. BE KNOWN.

6. BE KNOWN.
So...what’s working for you?

7. BE KNOWN.
550MM Active Users
3B+ photo uploads per month
700B+ minutes spent per month
150MM active mobile users
165MM users
1.8MM accounts opened each week
Over 100MM tweets/day
3.5MM users
15,000 accounts opened each week
1MM+ check-ins per day

8. BE KNOWN.

9. “All marketers are now publishers – creators
and facilitators of content, conversation and
community”
John Battelle

11. Des$na$on
Digital
Footprint
DMO
Digital
Assets
DMO
Social
Media
Assets
Wider
Social
Media
Syndicated
Content
Des$na$on
Website(s):
19,532
viewers
of
syndicated
content
396,381
visits (YouTube,
Flickr)
301
visitors
shared
content
from
website
Social
Media:
Des$na$on
Email: (Facebook,
Twi.er)
74,291
visitors
opened
email 39,563
total
fans
&
followers 1,917 Blogs, Twitter,
134
visitors
shared
content
from
email 20,406
ac=ve
fans
posted,
reposted
News Sites etc
Des$na$on
Mobile:
16,485
visitors
opened
email
154
visitors
shared
content
from
email

12. Measurement
Essen=als
A
Clear
Plan
Right
Tool
Kit
-­‐
Right
Mind
Set
Campaign
Tracking
Codes
Data
Driven
Marke$ng
Integrated
Repor$ng

13. Analytics & Research Tool Kit
1. Foundation Analytics: Google Analytics.
4. Specialist
Tools for Social
Media (& other)
Campaigns:
Eg: TweetStats,
Raven & Swix.
5. Research Tools & Programs
2. Advanced
Analytics Options:
Eg: Omniture
3. Audience
Measurement Tool
SiteCatalyst or Unica
NetInsight
Eg: Quantcast

14. BE KNOWN.

15. DATA
DRIVEN
MARKETING
WEB
365
Source:
Omniture.

16. Metrics
to
Measure
1.
Audience
2.
Engagement
3.
Signals
of
Intent
to
Travel

17. The
Three
Metrics
to
Measure
1.
Audience
2.
Engagement
3.
Signals
of
Intent
to
Travel
$$

18. The
Three
Areas
for
Social
Media
Measurement
3.
Social
Media
1.
Social
Media
Engagement
Off
Site
Interac$ons
on
Site
2.
Social
Media
Syndica=on
&
Content
Seeding
Referrals
to
&
from
Site

19. Engagement vs. Intent
BE KNOWN.
Make everything as simple as possible, but
not simpler.

20. BE KNOWN.
The origin of social media
is the
copy / paste.

21. BE KNOWN.
A java-script driven utility that enables you to
track the number of “engagements” that occur
via visitors copying your destination content.

22. BE KNOWN.

23. Integrate
with
your
online
Repor=ng

24. Campaign
Tracking
Codes
1. 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:
www.mywebsite.com/campaign1
Web Address with Tracking Code:
hIp://www.mywebsite.com/
campaign1?utm_source=TwiIerEvent01
URL
Shortener:
hIp://bit/ly/cIUCI3

25. Value
–
Scoring
-­‐
ROI
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

26. Campaign
Comparisons

27. Case
Study:
Florida
Live

28. Case
Study
:
Florida
Live
1.
Audience
187,000 visitors
2,500 mobile visitors
43,000 ‘active’ social media
2.
Engagement
Time on Site: +17%
Bounce rate: -11%
Posts, Reposts, ReTweets.
3.
SITs
Conversion Ratio: -14%

29. Oil in Florida: Localizing the Approach
BE KNOWN.

31. Case
Study:
Louisiana
Travel
Conversion
Study:
ROI
of
Social
Media
Marke$ng

32. 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

33. Case Study: Destination Partnerships BE KNOWN.
• 91,124 visits
• 1,003,316 pageviews
• 3,304 new visitors
• 83% increase in Twitter

34. Resources

35. Resources
http://budurl.com/DMOSocial and www.MilesMedia.com/insight

36. Resources
BE KNOWN.
www.atlargeinc.com/ets2010

37. Anand Pallegar Chris Adams
941.320.3400 1 941 342 2323 (DDI – USA or NZ)
ap@largeinc.com chris.adams@milesmedia.com
www.atlargeinc.com www.MilesMedia.com/insight
Twitter.com/atlargeinc www.Twitter.com/kiwicolorado
Facebook.com/anandpallegar Social Media: kiwicolorado

38. Digital
Foot
Print
:
Video
9,565 VIEWS
21,084 VIEWS

39. Audience
Informa$on

40. What
Do
Louisiana’s
Social
Media
Users
Want?
Source:
Louisiana
Travel
Facebook
and
TwiIer
user
surveys.

41. Measure
What
MaIers