Social Media ROI Measurement Presented to the SOME Tourism Symposium by Destination Analysts, Inc. Baton Rouge Case Study

What is Return on Investment? What is Return on Investment? Direct visitor spending in a destination directly resulting from the DMO’s marketing campaign. A Destination’s Perspective

Estimating DMO Website ROI Intercept Survey Time to travel passes Follow-up Survey Place of residence Type of website user Point in travel planning cycle Expected date of arrival Opt-in for follow-up survey

Estimating DMO Website ROI Intercept Survey Time to travel passes Follow-up Survey Place of residence Type of website user Point in travel planning cycle Expected date of arrival Opt-in for follow-up survey

Estimating DMO Website ROI Intercept Survey Time to travel passes Follow-up Survey Visitation to destination? Website influence on: o Decision to visit o Length of stay Spending Length of stay Place of residence Type of website user Point in travel planning cycle Expected date of arrival Opt-in for follow-up survey

Estimating DMO Website ROI Intercept Survey Time to travel passes Follow-up Survey Visitation to destination? Website influence on: o Decision to visit o Length of stay Spending Length of stay Place of residence Type of website user Point in travel planning cycle Expected date of arrival Opt-in for follow-up survey Data appended

Incremental trips generated (per 1,000 unique website visitors) 34 Spending generated per incremental trip $612 Total visitor spending on incremental trips (per 1,000 unique)$21,573 Days spent in market on extended trips (per 1,000 unique) 35 Total spending on extended trips (per 1,000 unique) $6,605 Total ROI (per 1,000 unique )$28,178 Total ROI (per unique website visitor) $28 Results (Average)

Defined audience (followers or fans) Electronic communication tool Messages pushed outward Social Media is More Like

Social Media Survey Invitations Facebook Several posts on DMO wall Private messages Incentives to take survey 425 completed surveys Twitter Regular tweets about survey Private message/ad campaign Incentives to take survey 238 completed surveys

Determine the value of these trips/days $1.24 million$157,000 Identify Incremental Visits (& Trips Extended) 3,184 trips (404 days)380 trips (0 days) Baton Rouge: Social Media ROI Calculation 21,760 Facebook Fans8,400 Twitter Followers

Determine the value of these trips/days $1.24 million$157,000 Identify Incremental Visits (& Trips Extended) 3,184 trips (404 days)380 trips (0 days) Baton Rouge: Social Media ROI Calculation 21,760 Facebook Fans8,400 Twitter Followers

Determine the value of these trips/days $1.24 million$157,000 Identify Incremental Visits (& Trips Extended) 3,184 trips (404 days)380 trips (0 days) Baton Rouge: Social Media ROI Calculation 21,760 Facebook Fans8,400 Twitter Followers

Incremental trips generated (per 1,000 unique) Total visitor spending on incremental trips (per 1,000 unique)$21,573 $54,486 $18,560 Days spent in market on extended trips (per 1,000 unique) Total ROI (per unique website visitor/fan/follower) $28 $57 $19 Results (Website vs. Social Media) Website AverageFacebookTwitter

How Often Do They Read Posts? Source: Baton Rouge Facebook and Twitter Surveys, October 2011, Destination Analysts, Inc.

How Interesting are BR’s Posts? Source: Baton Rouge Facebook and Twitter Surveys, October 2011, Destination Analysts, Inc.

How Often Do They Want BR to Post Source: Baton Rouge Facebook and Twitter Surveys, October 2011, Destination Analysts, Inc. FACEBOOK USERS

How Often Do They Want BR to Post Source: Baton Rouge Facebook and Twitter Surveys, October 2011, Destination Analysts, Inc. FACEBOOK USERS TWITTER USERS

What Information Do They Want? Source: Baton Rouge Facebook and Twitter Surveys, October 2011, Destination Analysts, Inc.

Why Do They Use FB/Twitter? Source: Baton Rouge Facebook and Twitter Surveys, October 2011, Destination Analysts, Inc. FACEBOOK USERS

Why Do They Use FB/Twitter? Source: Baton Rouge Facebook and Twitter Surveys, October 2011, Destination Analysts, Inc. FACEBOOK USERS TWITTER USERS

Demographics Facebook Under % College grads50.6% Affluent 30.6% Employed 73.6% Has children 31.8% Twitter Under % College grads 72.7% Affluent 34.8% Employed 86.9% Has children 28.1%

National Perspective Percent of American travelers who where inspired to visit a destination based on content received through Facebook: 14.3% – Trip(s) inspired by content posted by an organization/business on FB: 31.3% Percent of American travelers following a CVB on Facebook: 15.3% Percent of American Travelers following a State Tourism Office: 8.3%