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7. BE KNOWN.
550MM Active Users
3B+ photo uploads per month
700B+ minutes spent per month
150MM active mobile users
165MM users
1.8MM accounts opened each week
Over 100MM tweets/day
3.5MM users
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17. The
Three
Metrics
to
Measure
1.
Audience
2.
Engagement
3.
Signals
of
Intent
to
Travel
$$
18. The
Three
Areas
for
Social
Media
Measurement
3.
Social
Media
1.
Social
Media
Engagement
Off
Site
Interac$ons
on
Site
2.
Social
Media
Syndica=on
&
Content
Seeding
Referrals
to
&
from
Site
19. Engagement vs. Intent
BE KNOWN.
Make everything as simple as possible, but
not simpler.
21. BE KNOWN.
A java-script driven utility that enables you to
track the number of “engagements” that occur
via visitors copying your destination content.
24. Campaign
Tracking
Codes
1. Create
a
tracking
code
for
each
plaQorm
or
campaign.
2. Use
a
url
shortener
to
create
a
social
media
link
Web Address of Campaign Landing Page:
www.mywebsite.com/campaign1
Web Address with Tracking Code:
hIp://www.mywebsite.com/
campaign1?utm_source=TwiIerEvent01
URL
Shortener:
hIp://bit/ly/cIUCI3
25. Value
–
Scoring
-‐
ROI
1. Value
Events
(Audience,
SITs)
2. Es9mate:
actual,
surrogate,
research
• New
Fan/Follower:
$2
• Repost/Re-‐Tweet:
$4
• SIT:
Email
Subscriber:
$5
• SIT:
Booking:
$50
3. Scoring
to
calculate
ROI
4. Value
&
validate
events:
conversion
research
28. Case
Study
:
Florida
Live
1.
Audience
187,000 visitors
2,500 mobile visitors
43,000 ‘active’ social media
2.
Engagement
Time on Site: +17%
Bounce rate: -11%
Posts, Reposts, ReTweets.
3.
SITs
Conversion Ratio: -14%
32. Case
Study:
Louisiana
Travel
• Conversion Study – intercept survey & follow up
• Defines actual travel & influence of social media
• Validated & values Signals of Intent to Travel
• Travel generated: $99,404 Cost: $20,000
• ROI of Social Media Program: 4.97:1
33. Case Study: Destination Partnerships BE KNOWN.
• 91,124 visits
• 1,003,316 pageviews
• 3,304 new visitors
• 83% increase in Twitter