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Social ROI: What are Tour Operators doing?

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Explore social marketing ROI of tour operators. Discover what results they experienced as well as correlations between investment and return. Recommendations are provided based on research results.

Based on research conducted by students at George Washington University, NTA Tour Operators provide insight into the return on investment and successes of social media marketing. This study was made possible by NTA, Customized Management Solutions and Courier Magazine.

Published in: Travel
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Social ROI: What are Tour Operators doing?

  1. 1. Social ROI: What are Tour Operators doing? Catherine Heeg Social Marketing in Tourism
  2. 2. What are 63% of your colleagues doing?
  3. 3. Tour Operators Research Tools Takeaway
  4. 4. Research Social Marketing Return on Investment for Tour Operators GW University Student Research Group: Margaret Green, Christos Papavasiliou, Guergana Stoytcheva and Penny Whitman In conjunction with
  5. 5. • Survey of NTA Tour Operators • 63% use Social Media Marketing Research
  6. 6. Of the 63% • 25% of companies reported sales volume increases attributable to social media • 15% of companies using social media reported sales volume growth of 6% – 20% – “High Return” Companies – A Performance Benchmark – Compare 15% to remainder of companies using social media marketing
  7. 7. Who’s Responsible?
  8. 8. Responsible for Strategy Companies Reporting Revenue Increases Attributable to Social Media Marketing Company Position Less than 6% Increase 6% – 20% Increase Owner/President 43% 26% Marketing Director 15% 37% Mid-Level Marketing Manager 21% 26% Entry-Level Employee 4% 0 Intern 4% 0 Out-Sourced 10% 11%
  9. 9. Responsible for Implementation Companies Reporting Revenue Increases Attributable to Social Media Marketing Company Position Less than 6% Increase 6% – 20% Increase Owner/President 34% 32% Marketing Director 28% 42% Mid-Level Marketing Manager 34% 42% Entry-Level Employee 13% 21% Intern 9% 11% Out-Sourced 13% 11%
  10. 10. I don’t know if my company is the right size for social marketing
  11. 11. Size does NOT matter to success Companies Reporting Revenue Increases Attributable to Social Media Marketing Sales Volume Bracket Less than 6% Increase 6% – 20% Increase $99,999 or less 2% 5% $100,000 – 299,999 8% 0 $300,000 – 599,999 9% 5% $600,000 – 899,999 4% 16% $900,000 – 1,199,999 9% 0 $1,200,000 – 4,999,999 34% 26% $5,000,000 – 9,999,999 9% 21% $10,000,000 – 19,999,999 8% 0 $20,000,000 – 49,999,999 2% 11% $50,000,000 – 99,999,999 3% 5% $100,000,000 or more 3% 0 No Response 9% 0
  12. 12. I’m not sure my target audience is on social media
  13. 13. Client demographics Source: NTA members
  14. 14. Which platforms? Source: NTA membership research
  15. 15. 71% Source: GlobalWebIndex; We Are Social; ID 307013 More Boomer info: http://bit.ly/1U4dQus Social Boomers
  16. 16. What do I need to post?
  17. 17. Cool Posts Tools to create: http://bit.ly/PINtool
  18. 18. Cool Posts
  19. 19. comments on Facebook than text-based posts. Photos get 104% more
  20. 20. TOOLS www.cmsspeaking.com
  21. 21. Editing Tools • PicMonkey • Canva
  22. 22. Canva Tools to create: http://bit.ly/PINtool
  23. 23. Tools to create: http://bit.ly/PINtool
  24. 24. Text & Texture
  25. 25. Collage & Cover Photos Tools to create: http://bit.ly/PINtool
  26. 26. PhotoSources Own Photos Supplier Image Gallery Royalty Free sites
  27. 27. Video is HOT! 93% of marketers use video for online marketing, sales, or communication
  28. 28. 64% of consumers are more likely to buy a product after watching a video about it.
  29. 29. Where do I find the time
  30. 30. Frequency Companies Reporting Revenue Increases Attributable to Social Media Marketing Posts Per Month (Avg.) Less than 6% Increase 6% – 20% Increase Facebook 6.24 13 Twitter 5 7 Instagram 1.34 1.42 Pinterest 1 2.68 Google+ .89 3.42 YouTube .35 1
  31. 31. Success Companies Reporting Revenue Increases Attributable to Social Media Marketing Type of Investment Less than 6% Increase 6% – 20% Increase # of Staff Members 1.55 1.67 # Hours Spent Per Day On Social Media Posts .55 1.45 % of Companies Investing in Paid Training 21% 21% Average % of Marketing Budget dedicated to Social Media 13% 28% % of Companies That Track/Analyze Social Media 51% 79%
  32. 32. 43% of small businesses spend 6+ hours/ week on social media Did You Know? ...
  33. 33. Making Time • Curate • Schedule • Calendar
  34. 34. click here to download! LOVE this?
  35. 35. More advertising info: http://bit.ly/1E89Gj4
  36. 36. Ads: Promoted Posts
  37. 37. Custom Audiences Create Custom Audience More advertising info: http://bit.ly/1E89Gj4
  38. 38. AdsManagerorPowerEditor • Saved Target • Placement • Bulk Editing More advertising info: http://bit.ly/1E89Gj4
  39. 39. PollQuestion Customized Management Solutions Have you ever Advertised on a social site? More advertising info: http://bit.ly/1E89Gj4
  40. 40. • Ads More advertising info: http://bit.ly/1E89Gj4
  41. 41. Do I need to Track & Analyze? What to measure: http://slidesha.re/1rFrc64
  42. 42. Analytics:PageInsights What to measure: http://slidesha.re/1rFrc64
  43. 43. Page Insights < Posts < When Fans are Online
  44. 44. Twitter Analytics What to measure: http://slidesha.re/1rFrc64
  45. 45. TOOLS www.cmsspeaking.com
  46. 46. FREEmeasurement tools • Pinterest Analytics • Tailwind • Page Insights • Social Mention • Twitter
  47. 47. PaidMeasurement Tools • Simply Measured • Radian 6 • Crowd Booster
  48. 48. Reach Engage VoiceSentiment Referral Measure What to measure: http://slidesha.re/1rFrc64
  49. 49. Success – Top Findings Marketing Posts
  50. 50. Return for your efforts Companies Reporting Revenue Increases Attributable to Social Media Marketing Result Less than 6% Increase 6% – 20% Increase Growth in Customer Base 19% 79% Increase in Brand Recognition 58% 89% Reaching New Markets 30% 79% Better Understanding of Customer Wants 13% 58% Better Understanding of Target Audience 12% 26% Increase in Repeat Business 18% 58% Increase in Customer Interaction/Engagement 30% 74% Increased Website Views from Social Sites 40% 68%
  51. 51. PLUS Companies Reporting Revenue Increases Attributable to Social Media Marketing Adjustment Less than 6% Increase 6% – 20% Increase Added/Deleted Experiences 18% 53% Added/Deleted Hotel Properties 9% 47% Changes in Customer Policies 10% 26% Staffing Changes 7% 26% Added/Deleted a Tour 6% 11%
  52. 52. Success – Top Findings Financial Soft
  53. 53. Study: Key Takeaways
  54. 54. Love these tools and tips? More Free Resources for Travel & Tourism Pros: http://www.cmsspeaking.com/free-resources/
  55. 55. www.cmsspeaking.com
  56. 56. Catherine J. Heeg Customized Management Solutions Phone: 403 726 0171 Fax: 403 726 0371 Catherine.heeg@cmsspeaking.com cmsspeaking.com www.twitter.com/catherineheeg www.linkedin.com/in/catherineheeg Facebook.com/CustomizedManagementSolutions Pinterest.com/CatherineHeeg Knowledge without Action is like no Knowledge at all. Unknown
  57. 57. Thank You! GW University Student Research Group: Margaret Green, Christos Papavasiliou, Guergana Stoytcheva and Penny Whitman NTA Phillip Strunk, Catherine Prather Courier Penny Whitman

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