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Presentation @ Online Marketing and Social Media for Travel - Summit in Prague, organised by EyeForTravel to ROI for Engagement in the Social Web out of the view of travel businesses in Europe (Focus on DMO)
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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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