Social Media ROI Measurement
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Social Media ROI Measurement Presented to the SOME Tourism Symposium by Destination Analysts, Inc. Baton Rouge Case Study
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 Presentation
Transcript of Social Media ROI Measurement
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%
