In May 2013 I presented two workshops at the South Australian Tourism Industry Council Conference about how to measure the success of your digital marketing endeavours.

1. Measuring
Digital Marketing
Success
Erica Nistico
Scout Digital Marketing
@enistico @ScoutSocial

2. 92% of global consumers
say they trust earned media –
such as word-of-mouth and
recommendations from friends
and family – above all other
forms of advertising.
Increase of 18% since 2007.

3. 72% post holiday photos on a social
network while still on holiday.
46% check in to a location
(e.g. Facebook and FourSquare)
while on holiday.
70% update their Facebook status
while on holiday.

4. Of those who used
social media to research travel,
only 48% stuck with their
original plans.
Source: http://www.stikkymedia.com/blog/2012-social-media-and-tourism-industry-statistics

5. Session Overview
• 4 pillars of digital marketing
• Website analytics
• Facebook Page Insights
• Twitter
• Email marketing
• Geo-location channels and Directories
• Questions

6. 4 Pillars of Digital Marketing*
• Aims and Objectives
• Audiences
• Activities
• Analytics
*My 4 pillars…

7. Aims
Broad and general.
The foundation of a digital marketing
strategy, what you want to achieve e.g.
• Build brand awareness
• Build brand loyalty
• Increase enquiries
• Increase bookings/sales

8. Objectives
Specific and measurable.
• Build brand awareness
- Increase website traffic
- Increase Facebook Page likes
- Increase Twitter followers
- Increase email database
• Build brand loyalty
- Increase Facebook Page post likes, comments, shares
- Increase Twitter conversations
• Increase enquiries
• Increase bookings/sales

9. Audiences
• Be specific
• Look at sales records
• Demographics; age, gender, location
• Psychographics; interests, purchase
habits
• Ideal customers and buyer personas

10. Activities
• Aims and Audiences provide focus
• Relevant digital marketing activities
• Budget, investment per booking/sale

11. Analytics
• Targets based on aims and objectives
• What can be measured on each channel
• What is most important?
• What other KPIs need to be considered?

12. Aims and
Objectives Audiences
ActivitiesAnalytics

13. Analytics
• Website
• Facebook Page
• Twitter
• Email marketing
• Geo-location channels

14. Website Analytics
Essential tools:
• Google Analytics
• Webmaster Tools
Also consider heatmaps, e.g. Clickdensity,
Crazy Egg

15. Google Analytics
• Look beyond the Overview
• Use Aims, Objectives and Audiences and work back
• Explore, but keep it relevant
• Use IP address filters to focus on “real” visitors
• Create automated email reports

16. Segments
• Create audience segments e.g. by location
• Navigate through Google Analytics as segment

17. Traffic Sources
• Direct; type URL directly into browser
• Referral; click links from other sites
• Search; via search engines, organic or paid
• Other; enewsletters and campaign

18. Social media visitors
• Social media referrals
• Social visitor flow
• Where are your most engaged social visitors from?

19. Mobile devices
• Visitors via mobile devices
• Specific types of mobile devices (user personas)
• Different browsing habits, content, time of week etc

20. Goals
Tracking and measuring website
conversions

24. Lags to goal conversion
• Time lag
• Path lag

25. In-Page Analytics
• Beta feature
• Provides indication of clicks

26. Google Analytics summary
• Work back from aims etc
• Filters, e.g. internal IP
• Locations, create segments
for target areas
• Languages, for international
audiences
• Traffic sources
• Social media referrals
• Mobile devices, visitor
trends
• Goals and Events
• Conversions
• Multi-channel funnels
• A/B split testing

27. Facebook Page Insights
• Likes
• People Talking About This (PTAT or TAT)

28. Engagement Ratio
= Likes / People Talking About This

29. Likes and Reach
• Quality over quantity
• Do demographics of fans match target audience?
• Are you reaching your target audiences?

30. Review detailed
Post Insights

31. Facebook Edgerank
The Edgerank algorithm is based on:
• Affinity; between user and creator
• Weight; likes, comments, shares
• Time Decay; since content produced

32. Export Full Data
• Page Level Data
• Post Level Data
• Time sensitive

35. Facebook Page summary
• People Talking About This
• Engagement Rate:
PTAT/Likes
• Audience demographics
• Reach
• Insights details, e.g. clicks
• Export detailed data, e.g.
negative feedback
• Check ins (for Places)
• Key influencers and “super
fans”
• Facebook Advertising,
conversion tracking

36. Twitter
Quality over quantity

40. Twitter summary
• Followers
• Follower stats: gender, age, location
• Conversations
• Mentions and @replies (also untagged)
• Retweets
• Link clicks (social media tool or Bit.ly)
• Klout, Kred, Twopcharts

41. Email marketing
• Valuable complement to social media
• Data and audience are owned
• Segments; locations, age, gender,
purchase habits
• Targeted emails more effective

42. Campaign Reporting
• Opens
• Clicks, track flow through to enquiry/purchase
• Bounces

43. Campaign Reporting
• Opens over time
• Test different days and time of days
• Test subject lines
• A/B split testing

44. Email marketing summary
• Segment database
• Targeted mail outs
• Campaign reporting
• Subscriber reporting
• Social media shares, forwards
• Clicks, track flow to enquiry/purchase

45. Geo-location and Directories
• Google+ Local reviews
• TripAdvisor
• Facebook Places check-ins
• Foursquare check-ins and comments
• Yelp check-ins and reviews
• Specific app check-ins and comments

46. In Summary
• Aims and Objectives
• Target Audiences
• Business objectives and KPIs
• Relevant activities, that are measurable
• Focus on relevant statistics
• Automate where possible
• Review and refine

47. Thank you!
Any questions?
Erica Nistico
Scout Digital Marketing
@enistico @ScoutSocial