I had a great conversation today with the Director of Marketing at a major US attraction, and I stumbled on an idea to determine ROI across social media.
Traditionally, fliers and brochures are handed out throughout major cities to entice tourists and families to get a small percentage off their ticket purchase when they mention the ad that they have just seen. Oftentimes, these attractions may also include those coupon codes on their fliers which the attractions will use to track ROI.
Using similar coupon codes for social media is a great way to not only increase sales, but to effectively monitor how well social media contributes to the bottom line. There are hundreds of blogs and web pages that talk about the “Top 10 things to do in City X”, “The attractions you must see while you’re in City X”, etc. Given the fact that the place where most families to research a trip before they fly is online, it makes a lot of sense to get exposure on all of these channels.
A simple, “Coming to New York City? Make sure you visit our attraction which is one of the other great things to see and spend time. Be sure to book your tickets online or mention the following coupon code SOCIAL15 for 15% off“, is a great way to get exposure and increase sales. The conversation of where to go in New York City for example is already happening. Join the conversation, and see the results come through.
How do you find these blogs, forums and message boards? Use a social media monitoring tool and learn the most impactable and influential places where you should start your focus. Once you have the top blogs, slowly move yourself into the “magic middle” (blogs with at least 20 to 1000 active incoming links), and you will be set. Does it take some time? Initially, yes. But once you have identified where you have the most impact, you can really start driving traffic. It’s cheap and simple, and everyone should be doing it.
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Thanks for the great ideas in this post! I’m glad to see that I’m doing several things right. I hadn’t thought about putting an interactive question in a post – nice tip. I’m pretty new at blogging and your site helped encourage me to get into some group writing contests, projects and carnivals – which I have thoroughly enjoyed! I can always count on your blog for some great ideas for taking things up a notch. It will be fun to think of some ideas for non-family related universal post topics. Thanks for such an informative post!
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