Social ROI: What are Tour Operators doing?
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Explore social marketing ROI of tour operators. Discover what results they experienced as well as correlations between investment and return. Recommendations are provided based on research results. Based on research conducted by students at George Washington University, NTA Tour Operators provide insight into the return on investment and successes of social media marketing. This study was made possible by NTA, Customized Management Solutions and Courier Magazine.
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Social ROI: What are Tour Operators doing?
- 1. Social ROI: What are Tour Operators doing? Catherine Heeg Social Marketing in Tourism
- 2. What are 63% of your colleagues doing?
- 3. Tour Operators Research Tools Takeaway
- 4. Research Social Marketing Return on Investment for Tour Operators GW University Student Research Group: Margaret Green, Christos Papavasiliou, Guergana Stoytcheva and Penny Whitman In conjunction with
- 5. ⢠Survey of NTA Tour Operators ⢠63% use Social Media Marketing Research
- 6. Of the 63% ⢠25% of companies reported sales volume increases attributable to social media ⢠15% of companies using social media reported sales volume growth of 6% â 20% â âHigh Returnâ Companies â A Performance Benchmark â Compare 15% to remainder of companies using social media marketing
- 8. Responsible for Strategy Companies Reporting Revenue Increases Attributable to Social Media Marketing Company Position Less than 6% Increase 6% â 20% Increase Owner/President 43% 26% Marketing Director 15% 37% Mid-Level Marketing Manager 21% 26% Entry-Level Employee 4% 0 Intern 4% 0 Out-Sourced 10% 11%
- 9. Responsible for Implementation Companies Reporting Revenue Increases Attributable to Social Media Marketing Company Position Less than 6% Increase 6% â 20% Increase Owner/President 34% 32% Marketing Director 28% 42% Mid-Level Marketing Manager 34% 42% Entry-Level Employee 13% 21% Intern 9% 11% Out-Sourced 13% 11%
- 10. I donât know if my company is the right size for social marketing
- 11. Size does NOT matter to success Companies Reporting Revenue Increases Attributable to Social Media Marketing Sales Volume Bracket Less than 6% Increase 6% â 20% Increase $99,999 or less 2% 5% $100,000 â 299,999 8% 0 $300,000 â 599,999 9% 5% $600,000 â 899,999 4% 16% $900,000 â 1,199,999 9% 0 $1,200,000 â 4,999,999 34% 26% $5,000,000 â 9,999,999 9% 21% $10,000,000 â 19,999,999 8% 0 $20,000,000 â 49,999,999 2% 11% $50,000,000 â 99,999,999 3% 5% $100,000,000 or more 3% 0 No Response 9% 0
- 12. Iâm not sure my target audience is on social media
- 13. Client demographics Source: NTA members
- 14. Which platforms? Source: NTA membership research
- 15. 71% Source: GlobalWebIndex; We Are Social; ID 307013 More Boomer info: http://bit.ly/1U4dQus Social Boomers
- 16. What do I need to post?
- 17. Cool Posts Tools to create: http://bit.ly/PINtool
- 18. Cool Posts
- 19. comments on Facebook than text-based posts. Photos get 104% more
- 21. Editing Tools ⢠PicMonkey ⢠Canva
- 24. Text & Texture
- 25. Collage & Cover Photos Tools to create: http://bit.ly/PINtool
- 26. PhotoSources Own Photos Supplier Image Gallery Royalty Free sites
- 27. Video is HOT! 93% of marketers use video for online marketing, sales, or communication
- 28. 64% of consumers are more likely to buy a product after watching a video about it.
- 29. Where do I find the time
- 30. Frequency Companies Reporting Revenue Increases Attributable to Social Media Marketing Posts Per Month (Avg.) Less than 6% Increase 6% â 20% Increase Facebook 6.24 13 Twitter 5 7 Instagram 1.34 1.42 Pinterest 1 2.68 Google+ .89 3.42 YouTube .35 1
- 31. Success Companies Reporting Revenue Increases Attributable to Social Media Marketing Type of Investment Less than 6% Increase 6% â 20% Increase # of Staff Members 1.55 1.67 # Hours Spent Per Day On Social Media Posts .55 1.45 % of Companies Investing in Paid Training 21% 21% Average % of Marketing Budget dedicated to Social Media 13% 28% % of Companies That Track/Analyze Social Media 51% 79%
- 32. 43% of small businesses spend 6+ hours/ week on social media Did You Know? ...
- 33. Making Time ⢠Curate ⢠Schedule ⢠Calendar
- 34. click here to download! LOVE this?
- 37. Custom Audiences Create Custom Audience More advertising info: http://bit.ly/1E89Gj4
- 38. AdsManagerorPowerEditor ⢠Saved Target ⢠Placement ⢠Bulk Editing More advertising info: http://bit.ly/1E89Gj4
- 39. PollQuestion Customized Management Solutions Have you ever Advertised on a social site? More advertising info: http://bit.ly/1E89Gj4
- 40. ⢠Ads More advertising info: http://bit.ly/1E89Gj4
- 41. Do I need to Track & Analyze? What to measure: http://slidesha.re/1rFrc64
- 43. Page Insights < Posts < When Fans are Online
- 44. Twitter Analytics What to measure: http://slidesha.re/1rFrc64
- 46. FREEmeasurement tools ⢠Pinterest Analytics ⢠Tailwind ⢠Page Insights ⢠Social Mention ⢠Twitter
- 47. PaidMeasurement Tools ⢠Simply Measured ⢠Radian 6 ⢠Crowd Booster
- 49. Success â Top Findings Marketing Posts
- 50. Return for your efforts Companies Reporting Revenue Increases Attributable to Social Media Marketing Result Less than 6% Increase 6% â 20% Increase Growth in Customer Base 19% 79% Increase in Brand Recognition 58% 89% Reaching New Markets 30% 79% Better Understanding of Customer Wants 13% 58% Better Understanding of Target Audience 12% 26% Increase in Repeat Business 18% 58% Increase in Customer Interaction/Engagement 30% 74% Increased Website Views from Social Sites 40% 68%
- 51. PLUS Companies Reporting Revenue Increases Attributable to Social Media Marketing Adjustment Less than 6% Increase 6% â 20% Increase Added/Deleted Experiences 18% 53% Added/Deleted Hotel Properties 9% 47% Changes in Customer Policies 10% 26% Staffing Changes 7% 26% Added/Deleted a Tour 6% 11%
- 52. Success â Top Findings Financial Soft
- 54. Love these tools and tips? More Free Resources for Travel & Tourism Pros: http://www.cmsspeaking.com/free-resources/
- 56. Catherine J. Heeg Customized Management Solutions Phone: 403 726 0171 Fax: 403 726 0371 Catherine.heeg@cmsspeaking.com cmsspeaking.com www.twitter.com/catherineheeg www.linkedin.com/in/catherineheeg Facebook.com/CustomizedManagementSolutions Pinterest.com/CatherineHeeg Knowledge without Action is like no Knowledge at all. Unknown
- 57. Thank You! GW University Student Research Group: Margaret Green, Christos Papavasiliou, Guergana Stoytcheva and Penny Whitman NTA Phillip Strunk, Catherine Prather Courier Penny Whitman