1. Southwest Tourism
Summit
Measuring Social Media
R. A. Burrell, CEO
Internet Honey

2. Purpose
Provide guidance on how to
intelligently use Social Media in
tourism marketing

3. Why Social Media?
It’s Where The People Are

4. The Challenge
There Are 2 Kinds Of People
1. Those who can make conclusions
based on incomplete data

5. The Challenge
• Social Media provides rich data
• Few People know Social’s
contribution to their Tourism
Marketing
• Focus on a few Metrics

6. Target Markets in Print

7. Social Media by State Tourism Offices

8. Goal >> Metric
Choose the right Metric
for your Goal

9. 5 Metrics
• Likes
• PTAT
• Traffic
• Signals
• Conversions

10. 5 Metrics
• Likes - Awareness
• PTAT
• Traffic
• Signals
• Conversions

11. 5 Metrics
• Likes - Awareness
• PTAT – Engagement, Message
• Traffic
• Signals
• Conversions

12. 5 Metrics
• Likes - Awareness
• PTAT – Engagement, Message
• Traffic - Leads
• Signals
• Conversions

13. 5 Metrics
• Likes - Awareness
• PTAT – Engagement, Message
• Traffic - Leads
• Signals - Conversion
• Conversions

14. 5 Metrics
• Likes - Awareness
• PTAT – Engagement, Message
• Traffic - Leads
• Signals - Conversion
• Conversions – Audience, ROI

15. Goal >> Metric
What’s The Right Goal?

16. Goal >> Metric
What’s the Context?

17. Likes
Awareness

18. ROAS
The Hourglass
• Awareness
• Engagement
• Conversion [Signals]

19. Why Social Media?
It’s Where The People Are

20. Why Social Media?
It’s Where The People Are

21. The Funnel
• Awareness
• Engagement
• Conversion [SIT]

22. Traffic
We want Social to drive Sales

23. The Funne
• Awareness
• Engagement
• Conversion [SIT]

26. PTAT
People Talking About This
We want to start a Conversation

28. The Funnel
• Awareness
• Engagement
• Conversion [SIT]

29. Signals
Is Social Contributing?

30. Why Social Media?
It’s Where The People Are

34. Conversions

37. Reach
Not Reliable
Not Actionable

38. Likes

39. Thank You Durango!
R. A. Burrell, CEO
www.slideshare.net/richardaburrell
@travelwaggle
www.internethoney.com
Internet Honey