The Insight Files
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Consumer trends and news curated by Tourism Australia
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Destinations establish way of measuring ROI of social media

Destinations establish way of measuring ROI of social media | The Insight Files | Scoop.it

Destinations are some of the most prolific users of social media - using a wide number of channels and often backed by hefty levels of marketing spend. However, how does a destination establish if its efforts with social media are worth all the messages on Twitter, pictures on Instagram, videos on YouTube and interacting on Facebook? Think, a social media agency that works with tourism boards and DMOs around the world has developed what it claims is a measurement standard for organisations to use when they want to evaluate the success of a social media campaign. In its simplest form, DMOs work from three elements:


  • Total expenditure of a visitor.
  • Multiply it by a percentage that represents a social media channel's influence on purchasing.
  • Combine with consumer interactions across a channel.


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Travel start-ups connecting destination marketing organisations with travellers

Travel start-ups connecting destination marketing organisations with travellers | The Insight Files | Scoop.it

Connecting local businesses with tourism efforts, curating user-generated content and finding locals to help travellers get a true sense of place are tick marks on destination marketing organisations' daily agendas. But what destinations think travellers look for and what travellers search for don't always match up. Brands need actionable intelligence from platforms they can trust to take them deeper into the consumer's mind to tell them what's most useful to them. Skift has collated a list of five start-ups to build off the aforementioned three themes by showing destinations what really matters to a traveller without jumping through several hoops to find that out.


  • Chute curates user-generated content across all social media channels, helping brands use that content on their own platforms.
  • Mattr is a suite of social media tools designed for tracking, segmentation and language assessment of five main personality types.
  • CityScout connects travellers with experts in the places they are travelling who are particularly knowledgeable in what kind of experience they want to have.
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