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If you measure it will they come?
If you measure it will they come?
Missouri Travel Council WorkshopApril 9, 2014Stephanie LynchPR & Social Media ManagerH&L Partners@theslynch
500 Chief Marketing Officers Unsure
• 94% of CMOs surveyed believe big data analytics will be crucial to their companies’ performance
• 82% believe their companies still don’t know how to analyze big data;
that figure is actually higher than 2011, when 71% said they felt unprepared.
• 66% of CMOs surveyed said their companies are unprepared to handle social media
• Asked about their plans over the next five years, 94% of CMOs expect
to introduce advance predictive analytics, 94% mobile applications and 89% more digital customer relationship management tools.
Source: MediaPost http://j.mp/1nF7nLH
Social Media Impact
Missouri Division of Tourism smari.com
Any Social media Social Only Facebook
12.3%
5.6%
10.7%
Impact of Social Media
Media Overlap
Missouri Division of Tourism smari.com
One to two media Three media Four+ media
2.9%
10.8%13.5%
Impact on Travel of Multiple Media
• Impact is clearly evident• Incremental travel grows
with three or more media
Travel Indicators
• 2011: Those who interact with the state via social media would be expected to be more likely to visit the state, participate in more activities while there, and spend more.
• 2013: Social media by itself reaches fewer people than traditional media, but in synergy with other efforts it supports the advertising and public relations and increases the level of incremental travel.
Missouri Division of Tourism smari.com
The Consumer Journey
Marketing Mix / Consumer JourneyDreaming
Social Media
TV
Online
Website
Planning
Social Media
Website
SEM
Travel Guide Requests
Booking Agent
In Trip
Social Media
Mobile Website
SEM
Loyalty/Advocacy
Social Media
Loyalty Program
Measurement Tactics
• Website visits (social referrals)• Tracking and tagging• Attribution models• Engagement rate• Reach• Fans/follower counts• Research (demographics, beta testing, focus
group)
GA Is a Friend Not a State
Resources
Dashboards/Tools• TrueSocialMetrics• SharedCount• CyfeReading• Vocus: http://j.mp/1iYvoYM• Random blog: http://j.mp/1idQkJAPeople• Intern?• You.
