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Social ROI: What are Tour Operators doing?
The document discusses the effectiveness of social media marketing among tour operators, revealing that 63% utilize these platforms, with 25% reporting sales increases linked to social media efforts. It provides insights into the roles of company personnel in strategy implementation and highlights the importance of video content in marketing. Key findings emphasize improvements in brand recognition, customer engagement, and overall revenue growth attributed to social media tactics.
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Social ROI: What are Tour Operators doing?
- 1. Social ROI: What areTour Operators doing? Catherine Heeg Social Marketing in Tourism
- 2. What are 63%of your colleagues doing?
- 3. Tour Operators Research ToolsTakeaway
- 4. Research Social Marketing Returnon Investment for Tour Operators GW University Student Research Group: Margaret Green, Christos Papavasiliou, Guergana Stoytcheva and Penny Whitman In conjunction with
- 5. • Survey ofNTA Tour Operators • 63% use Social Media Marketing Research
- 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
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- 8. Responsible for Strategy CompaniesReporting 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. Responsible for Implementation CompaniesReporting 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. I don’t knowif my company is the right size for social marketing
- 11. Size does NOTmatter 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. I’m not suremy target audience is on social media
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- 14. Which platforms? Source: NTAmembership research
- 15. 71% Source: GlobalWebIndex; WeAre Social; ID 307013 More Boomer info: http://bit.ly/1U4dQus Social Boomers
- 16. What do Ineed to post?
- 17. Cool Posts Tools tocreate: http://bit.ly/PINtool
- 18.
- 19. comments on Facebookthan text-based posts. Photos get 104% more
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- 25. Collage & CoverPhotos Tools to create: http://bit.ly/PINtool
- 26. PhotoSources Own Photos Supplier ImageGallery Royalty Free sites
- 27. Video is HOT! 93%of marketers use video for online marketing, sales, or communication
- 28. 64% of consumersare more likely to buy a product after watching a video about it.
- 29. Where do Ifind the time
- 30. Frequency Companies Reporting RevenueIncreases 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. Success Companies Reporting RevenueIncreases 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. 43% of smallbusinesses spend 6+ hours/ week on social media Did You Know? ...
- 33. Making Time • Curate •Schedule • Calendar
- 34. click here todownload! LOVE this?
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- 37. Custom Audiences Create Custom Audience Moreadvertising info: http://bit.ly/1E89Gj4
- 38. AdsManagerorPowerEditor • SavedTarget • Placement • Bulk Editing More advertising info: http://bit.ly/1E89Gj4
- 39. PollQuestion Customized Management Solutions Haveyou ever Advertised on a social site? More advertising info: http://bit.ly/1E89Gj4
- 40. • Ads More advertisinginfo: http://bit.ly/1E89Gj4
- 41. Do I needto Track & Analyze? What to measure: http://slidesha.re/1rFrc64
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- 43. Page Insights <Posts < When Fans are Online
- 44. Twitter Analytics What tomeasure: http://slidesha.re/1rFrc64
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- 46. FREEmeasurement tools • PinterestAnalytics • Tailwind • Page Insights • Social Mention • Twitter
- 47. PaidMeasurement Tools • SimplyMeasured • Radian 6 • Crowd Booster
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- 49. Success – TopFindings Marketing Posts
- 50. Return for yourefforts 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. PLUS Companies Reporting Revenue IncreasesAttributable 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. Success – TopFindings Financial Soft
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- 54. Love these toolsand tips? More Free Resources for Travel & Tourism Pros: http://www.cmsspeaking.com/free-resources/
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- 56. Catherine J. Heeg CustomizedManagement 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. Thank You! GW UniversityStudent Research Group: Margaret Green, Christos Papavasiliou, Guergana Stoytcheva and Penny Whitman NTA Phillip Strunk, Catherine Prather Courier Penny Whitman