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

2. 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 PerspectiveA Destination’s Perspective

3. Estimating DMO Website ROIEstimating DMO Website ROI
Place of residence
Type of website user
Point in travel planning cycle
Expected date of arrival
Opt-in for follow-up survey

4. Estimating DMO Website ROIEstimating DMO Website ROI
Place of residence
Type of website user
Point in travel planning cycle
Expected date of arrival
Opt-in for follow-up survey

5. Estimating DMO Website ROIEstimating DMO Website ROI
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

6. Estimating DMO Website ROIEstimating DMO Website ROI
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

7. 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)Results (Average)

10. • Defined audience (followers or
fans)
• Electronic communication tool
• Messages pushed outward
Social Media is More Like E-Social Media is More Like E-
mailmail

11. Social Media SurveySocial Media Survey
InvitationsInvitations

15. Incremental trips generated (per 1,000 unique) 34 146 45
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) 35 14 0
Total ROI (per unique website visitor/fan/follower) $28 $57 $19
Results (Website vs. Social Media)Results (Website vs. Social Media)
Website
Average Facebook Twitter

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

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

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

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

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

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

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

23. Demographics
Facebook
• Under 35 31.3%
• College grads 50.6%
• Affluent 30.6%
• Employed 73.6%
• Has children 31.8%
Twitter
• Under 35 65.5%
• College grads 72.7%
• Affluent 34.8%
• Employed 86.9%
• Has children 28.1%

24. 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%