Swts.social

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  • how many in the content marketing model? that focus is dependent on these best practices on the use of data. takes time, must start now
  • how many in the content marketing model? that focus is dependent on these best practices on the use of data. takes time, must start now
  • Drive market results
  • Social media performance isn’t tied to traditional resources, budget, headcount.
  • how many know their Likes?
  • how many in the content marketing model? that focus is dependent on these best practices on the use of data. takes time, must start now
  • how many in the content marketing model? that focus is dependent on these best practices on the use of data. takes time, must start now
  • how many in the content marketing model? that focus is dependent on these best practices on the use of data. takes time, must start now
  • how many in the content marketing model? that focus is dependent on these best practices on the use of data. takes time, must start now
  • how many in the content marketing model? that focus is dependent on these best practices on the use of data. takes time, must start now
  • how many in the content marketing model? that focus is dependent on these best practices on the use of data. takes time, must start now
  • how many know their Likes?
  • how many know their Likes?
  • is my advertising growing my audience, likes Leads, but much smaller numbers
  • does the ad spend correlate with Likes
  • does the ad spend correlate with Likes
  • is it growing faster than anyone else
  • social is distracting, ecommerce on the web
  • not a high correlation, not converting traffic, just talking. lag effect on traffic from high PTAT
  • no relationship, no producing traffic
  • correlation between PTAT and Conversions, not really Likes
  • these are signals,
  • prototype of the slipperiness and capturing those as signals, Events in GA and Behaviors in FB Insights
  • facebook sending signals to Industry Partner 6924
  • Swts.social

    1. 1. Southwest TourismSummitMeasuring Social MediaR. A. Burrell, CEOInternet Honey
    2. 2. PurposeProvide guidance on how tointelligently use Social Media intourism marketing
    3. 3. Why Social Media?It’s Where The People Are
    4. 4. The ChallengeThere Are 2 Kinds Of People1. Those who can make conclusionsbased on incomplete data
    5. 5. The Challenge• Social Media provides rich data• Few People know Social’scontribution to their TourismMarketing• Focus on a few Metrics
    6. 6. Target Markets in Print
    7. 7. Social Media by State Tourism Offices
    8. 8. Goal >> MetricChoose the right Metricfor your Goal
    9. 9. 5 Metrics• Likes• PTAT• Traffic• Signals• Conversions
    10. 10. 5 Metrics• Likes - Awareness• PTAT• Traffic• Signals• Conversions
    11. 11. 5 Metrics• Likes - Awareness• PTAT – Engagement, Message• Traffic• Signals• Conversions
    12. 12. 5 Metrics• Likes - Awareness• PTAT – Engagement, Message• Traffic - Leads• Signals• Conversions
    13. 13. 5 Metrics• Likes - Awareness• PTAT – Engagement, Message• Traffic - Leads• Signals - Conversion• Conversions
    14. 14. 5 Metrics• Likes - Awareness• PTAT – Engagement, Message• Traffic - Leads• Signals - Conversion• Conversions – Audience, ROI
    15. 15. Goal >> MetricWhat’s The Right Goal?
    16. 16. Goal >> MetricWhat’s the Context?
    17. 17. LikesAwareness
    18. 18. ROASThe Hourglass• Awareness• Engagement• Conversion [Signals]
    19. 19. Why Social Media?It’s Where The People Are
    20. 20. Why Social Media?It’s Where The People Are
    21. 21. The Funnel• Awareness• Engagement• Conversion [SIT]
    22. 22. TrafficWe want Social to drive Sales
    23. 23. The Funne• Awareness• Engagement• Conversion [SIT]
    24. 24. PTATPeople Talking About ThisWe want to start a Conversation
    25. 25. The Funnel• Awareness• Engagement• Conversion [SIT]
    26. 26. SignalsIs Social Contributing?
    27. 27. Why Social Media?It’s Where The People Are
    28. 28. Conversions
    29. 29. ReachNot ReliableNot Actionable
    30. 30. Likes
    31. 31. Thank You Durango!R. A. Burrell, CEOwww.slideshare.net/richardaburrell@travelwagglewww.internethoney.comInternet Honey

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