Analyse the ROI for Social Media Online Marketing and Social Media for Travel Summit Eye For Travel, Prague, 5th – 6th October 2010

ROI Definition is pretty basic ...

final value starting value

ROI =

starting value

In other words, if you invest $5 and get back $20,

your ROI is (20 – 5) / 5 = 3 times your initial investment.

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... but there are several challenges for the tourism industry!

ROI & Travel Planning Process ...??

Also important for DMOs:

  Return on Involvement

  Return on Engagement

  Return on Activity

  ...

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Source: Robert Cole‘s fantastic PREZI presentation: The Seven-Step Travel Process: http://prezi.com/qct23lpz19yw/view/

There are Many Stakeholders to Connect via Social Web ...

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Guests

New Media (Journalists, Bloggers ...)

Tourism Industry

Partners (Marketing- & Distribution)

Different Business Units have different (Social Media) Goals ...

  Customer Service – Support

  Marketing – Engagement

  Public Relations – Reputation & Network

  Sales – Energizing New Customers, Yield

  Research & Development: Exploring, Insights

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Fotocredit: http://www.flickr.com/photos/trico741/

Classified - Internal use

our home page isn’t just coke.com, it is google.com

Source: US Travelcom-Expo, Feb 2010, Dallas USA Outside the Industry Innovator of the Year Award: The Coca-Cola Company, Kari Bjorhus,

Classified - Internal use

and today, I’d say…

our home page isn’t just coke.com, it is google.com and hyves.nl and twitter.com and youtube.com and facebook.com and studiVZ.net

Source: US Travelcom-Expo, Feb 2010, Dallas USA - The Coca-Cola Company, Kari Bjorhus http://www.slideshare.net/travelcom/outside-the-industry-innovator-of-the-year-award-the-cocacola-company-kari-bjorhus

Nine Steps to Measure Social Media Investment in Travel & Tourism

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First. The Strategy. Define where you want to be!

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Social Media Strategy = Fix One Objective. Fix Different Ways to Achieve ...

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Today Strategy 1 Listen

2012

This is what we people

want to talk about us

Strategy 2 Talk

Strategy 3 Support

Second. Tactics. „Social“ concrete & focus on relevant Stakeholders

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Travel 2.0 - Matrix

Listen Talk Support (the new marketing)

Guest

Media (Blogger, Journalists ...)

Partner (B2B)

Tourism Industry

Second. Tactics. „Social“ concrete & focus on relevant Stakeholders

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Travel 2.0 - Matrix

Listen Talk Support (the new marketing)

Guest

Media (Blogger, Journalists ...)

Partner (B2B)

Tourism Industry

Second. Tactics. „Social“ concrete & focus on relevant Stakeholders

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Travel 2.0 - Matrix

Listen Talk Support (the new marketing)

Guest

Media (Blogger, Journalists ...)

Partner (B2B)

Tourism Industry

Third. Define investment & costs. It is more about time & manpower ...

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Travel 2.0 – Matrix - WHO

Listen Talk Support (the new marketing)

Guest R&D Customer Service

Marketing / Sales Outsourcing

Customer Service Marketing

Media (Blogger, Journalists ...)

PR PR Outsourcing

Customer Service Marketing

Partner (B2B) Sales Marketing Agency

Tourism Industry Corporate PR Managing Director

PR R&D

Fourth. Make „social“ concrete. Focus on relevant Stakeholders ...

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Travel 2.0 – Matrix - WHAT

Listen Talk Support (the new marketing)

Guest

Media (Blogger, Journalists ...)

Partner (B2B)

Tourism Industry

Blogs

Communities

Widgets Videos

Wikis

Ratings & Reviews

Fifth. Fix a baseline. And document activities in a timeline.

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Before Start FB / Online PR / Blog / Twitter / XING / FlickR...

Sixth. Establish a relevant monitoring system of talks about your brand.

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Different Monitoring-Strategies

  Free Tools – Do It Yourself!

  Social Monitoring Specialists

  Web Monitoring Tools

  Web Analytics Tools

  Brand & Reputation Tools

  Export Data to Own Dashboard Social Media Monitoring Tools I am using: Reputation Tools in Europe: http://www.scribd.com/doc/37758351/Instrumente-des-Social-Media-Monitoring Interaction: http://www.radian6.com/ http://www.nielsen-online.com/products_buzz.jsp?section=pro_buzz cost effizient, reduced complexity and semantic approach: http://www.systemone.net/en/products/radar Monitoring Hotel-Reviews: http://www.trustyou.com/ http://www.circos.com/ http://www.reviewpro.com/

Seventh. Be clear what to measure. 19

Seventh. Be clear what to measure. 20

Seventh. Be clear what to measure. 21

I do not agree! Destination Management

Companies & Tourist Offices ...

... mostly focus on Branding! Types of non-financial impact:

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Website Visitors Click-throughs

Positive press

Positive WOM Negative press

Negative WOM Employment applications

Retweets

FaceBook friends Blog comments

Social mention

YouTube views

Twitter followers Impressions

Delivered emails

Coupons distributed XING / LinkedIn interactions

Customer complaints

... mostly focus on Branding! Types of non-financial impact:

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Website Visitors Click-throughs

Positive press

Positive WOM Negative press

Negative WOM Employment applications

Retweets

FaceBook friends Blog comments

Social mention

YouTube views

Twitter followers Impressions

Delivered emails

Coupons distributed XING / LinkedIn interactions

Customer complaints

Read Oliver Blanchard‘s great presentation on slideshare:

„Social Business Justification & ROI“

http://www.slideshare.net/thebrandbuilder/buzz-2010-presentation

As I mentioned: This recommendation is a non-financial ROI on Social Media ...

Seventh. 3 types of Measuring Social Media:

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Experience And do people appreciate the value we offer?

Awareness QUALITATIVE

Value – Do people understand our value?

Customer Satisfaction Were we able to build better relationships with our key audiance?

Are we part of conversations?

USP How are we currently talked about? And our competitors?

Brand Do people think of us in the right context?

Communication 2.0 Did we move from broadcasting to meaningful dialogue with customers?

Seventh. 3 types of Measuring Social Media:

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QUANTITATIVE

Interactions – Numbers, Sentiment, ...

KPI: Sales Revenue

Relation of both Impact of Social Media to financial hardfacts

Transactions

KPI: Frequency – How often? KPI: Reach – How many (new customers)?

KPI: Yield – How much spendings?

Seventh. 3 types of Measuring Social Media:

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Critiquing People invest time in rating and rants. KPI: number/ sentiment of reviews, rants, posts?

CUSTOMER ORIENTED

Clicking Passive Interactions. But Social Media Spectators are largest target group!

KPI: Number of Referrals increased

Collecting Bookmaring, Likes, RSS-Feeds ... KPI: Number and content of items collected

Chatting Sharing and Discussing real time information KPI: Facebook Buzz & Comments, FlickR Groups ...

Creating Strongest form of engagement. KPI: Number of blogposts, videos, fotos ...

Eighth. Measure. 100 ways to measure social media

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Source: David Berkowitz http://www.marketersstudio.com/2009/11/100-ways-to-measure-social-media-.html#axzz0x0o6OzSM

Eighth. Measure. Leave the analyzing do the analysts!

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Source: David Berkowitz http://www.marketersstudio.com/2009/11/100-ways-to-measure-social-media-.html#axzz0x0o6OzSM

Ninth. Use the Results.

Compare. Optimize. Test. Test. Test. Optimize again.

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Some more Linktipps to the topic

Brian Solis - What‘s the ROI on measuring Social Media? http://www.briansolis.com/2010/08/roi-doesnt-mean-return-on-ignorance/

Postrank – 5 C‘s of Engagement http://www.postrank.com/postrank/

Blogpost Maddie Grant about 5 C‘s: http://www.socialfish.org/2009/10/the-5-cs-of-engagement.html

Mashables „50+ and more ways to track website traffic“ http://mashable.com/2009/01/12/track-online-traffic/

Read. Optimize again.

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You are a great audiance!

www.tourismusdesign.com T +43 676 77 14 007

Twitter http://twitter.com/joebertl

Facebook http://facebook.com/tourismusdesign

XING https://www.xing.com/profile/Martin_Schobert

LinkedIn http://www.linkedin.com/in/martinschobert

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