5. Quantitative Metrics Unique visits Followers/Fans (Likes) Retweets Shares Wall posts & comments Any other metric that’s specifically data-oriented How to Measure SM Impact
6. Qualitative Metrics Metrics that have an “emotional” component If 75% of the people who mention your property online call it “cheap” and only 25% call it “inexpensive,” that’s a qualitative metric that has an impact on your bookings. How to Measure SM Impact
9. So, how do you decide when it’s time to outsource? In-House vs. Outsource?
10. Scenario: Sally Smith, DOSM at Acme Resort is currently handing social media for the property. She makes 100K per year, works 50 hours per week, and her annual sales quota is 504K (42K per month) in room revenue. In-House vs. Outsource?
14. Right Focus – Internal resources can concentrate more on core business Strategy – Align social media plan to business goals Branding & Messaging – More consistent branding, messaging strategy and execution Expertise – Access to top specialists Reputation Mgt. – Monitors all travel review sites Publicity – Leverage relationships with influential bloggers Fixed Cost – Eliminate benefits, raises, vacations, sick days Value – A team of experts for about the same cost as one employee. Benefits of Outsourcing
16. Beverly Macy Beth Kanter Chris Brogan Jeremiah Owyang Charlene Li Mack Collier Resources - Individuals
17. Quantitative Metrics Google Analytics - www.google.com/analytics Qualitative Metrics Omniture – www.omniture.com Nielsen - www.nielsen.com SAS – www.sas.com ROI Metrics Google Analytics (goal conversions) Resources - Measurement Tools
18. Blaze PR Karen Gee-McAuley, Executive Vice President Christina Lam, Social Media Community Manager E-Marketing Associates Jacquelynn Mendez, Marketing Manager Anthony Helguera, Earned Media Manager Renee Radia, Digital Publicist Mitch Woolley, Director of Operations Special Thanks to our Presenters
