Southwest Tourism Summit

Measuring Social Media

R. A. Burrell, CEOInternet Honey

Purpose

Provide guidance on how to intelligently use Social Media in

tourism marketing

Why Social Media?

It’s Where The People Are

The Challenge

There Are 2 Kinds Of People

1.Those who can make conclusions based on incomplete data

The Challenge

• Social Media provides rich data

• Few People know Social’s contribution to their Tourism Marketing

• Focus on a few Metrics

Target Markets in Print

Social Media by State Tourism Offices

Goal >> Metric

Choose the right Metric

for your Goal

5 Metrics

• Likes• PTAT• Traffic• Signals• Conversions

5 Metrics

• Likes - Awareness• PTAT• Traffic• Signals• Conversions

5 Metrics

• Likes - Awareness• PTAT – Engagement, Message• Traffic• Signals• Conversions

5 Metrics

• Likes - Awareness• PTAT – Engagement, Message• Traffic - Leads• Signals• Conversions

5 Metrics

• Likes - Awareness• PTAT – Engagement, Message• Traffic - Leads• Signals - Conversion• Conversions

5 Metrics

• Likes - Awareness• PTAT – Engagement, Message• Traffic - Leads• Signals - Conversion• Conversions – Audience, ROI

Goal >> Metric

What’s The Right Goal?

Goal >> Metric

What’s the Context?

Likes

Awareness

ROAS

The Hourglass

• Awareness

• Engagement

• Conversion [Signals]

Why Social Media?

It’s Where The People Are

Why Social Media?

It’s Where The People Are

The Funnel

• Awareness

• Engagement

• Conversion [SIT]

Traffic

We want Social to drive Sales

The Funne

• Awareness• Engagement• Conversion [SIT]

PTAT

People Talking About ThisWe want to start a

Conversation

The Funnel

• Awareness

• Engagement

• Conversion [SIT]

Signals

Is Social Contributing?

Why Social Media?

It’s Where The People Are

Conversions

Reach

Not ReliableNot Actionable

Likes

Thank You Durango!

R. A. Burrell, CEO

www.slideshare.net/richardaburrell@travelwaggle

www.internethoney.comInternet Honey