For the 2012 Mountain Travel Symposium, I joined a measurement panel to discuss Social ROI. The slide deck delves into a social ROI case study for a Rocky Mountain hotel.
10. Annual Results:
Revenues = $31m
Average Occupancy Rate = 60%
Average RevPAR = $420
Dec11 – Feb12 results:
Revenues = $15m
Average Occupancy Rate = 79%
Average RevPAR = $831
11. Formula for Sales Revenue Gain from Social
Revenues =
Reach x Impact x Yield
Influenced
conversations
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12. Reach metrics
Tweets sent = 365
Average followers = 1,777
Impressions* = 1,630,394
Mentions/RTs = 876
* Impressions measure the reach of all tweets, i.e., total
potential number of displays to followers. It equals the sum
of the total followers PLUS their followers.
12
19. It is possible to determine ROI
for social initiatives….
…but it starts
with good
measurement
practices….
…and good measurement starts
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with clear objectives & strategy.