Social Media ROI Social Media ROI Measurement Measurement Presented to the SOME Tourism Symposium by Destination Presented to the SOME Tourism Symposium by Destination Analysts, Inc. Analysts, Inc. Baton Rouge Case Study Baton Rouge Case Study
Destination Analysts: SoMeT Social Media ROI-Baton Rouge Case Study
Dec 06, 2014
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
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%
• 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%
Related Documents
