Destination Analysts: SoMeT Social Media ROI-Baton Rouge Case Study

Social Media ROI Measurement Social Media ROI Measurement

Presented to the SOME Tourism Symposium by Destination Analysts, Inc. Presented to the SOME Tourism Symposium by Destination Analysts, Inc.

Baton Rouge Case StudyBaton Rouge Case Study

What is Return on Investment?What is Return on Investment?

Direct visitor spending in a destination directly resulting from the DMO’s

marketing campaign.

A Destination’s PerspectiveA Destination’s Perspective

Estimating DMO Website ROIEstimating DMO Website ROI

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 ROIEstimating DMO Website ROI

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 ROIEstimating DMO Website ROI

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 ROIEstimating DMO Website ROI

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 Results (Average)(Average)

• Defined audience (followers or fans)

• Electronic communication tool

• Messages pushed outward

Social Media is More Like E-Social Media is More Like E-mailmail

Social Media Survey Social Media Survey InvitationsInvitations

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)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%

Twitter

• 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%