Visit South Walton. Multi-Channel Analytics Report May 2015

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1 Visit South Walton Multi-Channel Analytics Report May

2 CONSUMER SITE PERFORMANCE 2

3 OVERALL HEALTH Stick Rate is defined as the percent of visits that last more than one page. VSW s May stick rate of 49% is an increase from last month s 40% but still is slightly lower than the industry average of 55%. The industry standard for time spent on site was around 5:35, which is higher than the average 2:06 minutes that VSW visitors spent on the site in May. VSW site visitors viewed between 3-4 pages during their time on the site in May, which isn t far behind the industry average of These engagement metrics were all an improvement compared to last month. [Source: Adobe Digital Index 2014] 100% 7: % 5: % 3:30 5: % 55% 49% 1: :08 0% 0.0 Stick Rate Minutes per Visit (MIN:SEC) Pages per Visit Tourism Industry Average Visit South Walton - May 2015 Source: Google Analytics + Adobe Digital Index

4 INDUSTRY vs. BETA For the engagement metrics below, the Beta website performed on par or better than the Industry Average and also the Non-Beta website. Stick Rate, the inverse of Bounce Rate, is defined as the percent of visits that consist of more than 1 pageview. According to this metric, nearly 7 out of 10 visitors to the Beta site looked at more than one page - they actually looked at 5-6 pages on average. This rate is higher than both Non-Beta s rate of 3.5 and Industry Average of 4.2. The Beta website engaged users to stay on the website for an average of 5 minutes, which is very consistent with the Industry Average of 5:35 and much higher than Non-Beta s 2:36 minutes. [Source: Adobe Digital Index 2014] Tourism Industry Average Non-Beta Beta 75% 7:00 6 5:15 50% 4 25% 55% 57% 66% 3:30 1:45 5:35 5: :35 0% 0 Stick Rate Minutes per Visit Pages per Visit (MIN:SEC) Source: Google Analytics + Adobe Digital Index

5 BETA vs. NON-BETA Segments within Google Analytics were created to analyze the behavior and volume of visitors to the VSW Beta website compared to the former Non-Beta website. Below are graphs that depict the overall volume of traffic for each segment. A segment was created to filter out media driven traffic so that only true organic traffic would be shown (organic searches, social referrals, other referrals). Segments were then created to distinguish Beta vs. Non-Beta sessions, which was dependent on the hostname associated with the visit. The Beta and Non-Beta segments also excluded media driven traffic. Beta represented 1.5% of total non-media traffic and these visitors were highly engaged with 5-6 pages viewed and 5 minute average durations. Visits Bounce Rate Pages per Visit Average Duration All Sessions 111,752 51% :08 Non-Media Sessions 78,098 42% :37 Non-Beta Sessions 76,908 43% :35 Beta Sessions 1,190 34% : ,000 0% 100% :00 5:30 Source: Google Analytics + Adobe Digital Index

6 OVERALL STATS This month, the number of monthly Unique Visitors continued to grow compared to last year which provided an overall growth of 48%. Visitation was returned to normal levels following the end of the Reserve Spending campaigns. Pageviews also continued to increase with a 38% growth difference compared to last year s average amount of monthly pageviews. Both bounce rate and pages per visit improved compared to last month, but still have a negative annual monthly growth compared to last year. 71,896 86,557 88,965 87, ,491 69,685 51,905 60,629 89, , ,988 82,557 92,384 MONTHLY AVERAGES: UNIQUE VISITORS 57,878 vs. 85,594 48% 295, , , , , , , , , , , , ,525 PAGEVIEWS 234,528 vs. 323,018 38% 48.3% 48.0% 46.3% 44.4% 63.5% 52.4% 50.4% 48.7% 60.7% 57.1% 59.5% 53.1% 51.4% BOUNCE RATE 47% vs. 53% 12% PAGES PER VISIT 3.4 vs % MAY JUNE JULY AUG SEPT OCT NOV DEC JAN FEB MAR APR MAY May May 2014 May May 2015 Source: Google Analytics 6

7 TRAFFIC SOURCES Compared to last year, there have been fewer visitors traveling directly and through referrals to the VSW website. Most visitors reached the site from campaign sources or through organic searches. MAY 2014 MAY 2015 REFERRALS 7% DIRECT 16% REFERRALS DIRECT 5% 10% CAMPAIGNS 36% CAMPAIGNS 42% SEARCH SEARCH 42% 41% 7 Source: Google Analytics

8 TRAFFIC BEHAVIOR The graphs below illustrate the engagement and volume of each different traffic source. Most visitors continued to reach the site through organic searches and it continued to be one of the most engaged traffic sources. Paid Search was also very engaged, along with Direct, , Referrals and Social. was significantly more engaged this month with an extremely low bounce rate of 14% and high pages per session and average duration. The lesser engaged traffic sources came from other media driven sources: Display, residual Amazon Kindle traffic, and Video. Visits Bounce Rate Pages per Visit Average Duration Organic Search 47,283 47% :48 Display 23,810 82% :30 13,765 14% :29 Direct 11,476 57% :06 Paid Search 9,440 47% :24 Referral 3,896 42% :35 Social 1,678 49% :06 Video % :17 Kindle % : ,000 50,000 0% 100% :00 111, % :08 8 Source: Google Analytics

9 BANNER PERFORMANCE This graph compares the creative and sizes used for banner ad and how they performed against each other according to amount of sessions and the engagement of banner driven traffic. The x-axis represents the amount of pages visitors viewed, the y-axis represents average duration, and the size of the mark denotes the amount of sessions the ad brought to the site. The color of the mark represents the creative used in the banner and the shape represents the size of the banner. BANNER DRIVEN VISITOR BEHAVIOR DURATION (Y) + PAGES PER VISIT (X) + SESSIONS (SIZE) BANNER ANALYSIS Banners including creative for Beach Safety (red) brought visitors to the site who spent over 40 seconds on average and looked at 1.5 pages during their visits. The 320x50 size brought in the most visitors. Other creatives that had high engagement, but relatively less volume of traffic, were for the Visitor Guide and the Houston Direct Flight banners. Of the brand creative banners, Lose Yourself (dark blue) had the most visitation, but engagement for all 4 categories were almost identical - 20 second durations and 1.3 pages viewed per session. For size comparison, 300x250 brought the most visitors to the site, in particular those for Lose Yourself. The size that had the best engagement were 1200x628 banners - which were the Facebook website click ads for Beach Safety and Houston Direct Flight. Source: Google Analytics 9

10 GEOGRAPHY These are the top cities and metros contributing the most visits to the site. Houston, TX continued to be the top city for visitation in May 2015, which is likely credited to the the Houston Airport Direct Flight campaign. TOP 10 CITIES TOP 10 METROS CITY VISITS METRO VISITS TOP CITIES Houston, TX 4,525 Atlanta, GA 3,136 Freeport, FL 2,819 Dallas, TX 2,218 New York, NY 2,197 Chicago, IL 1,940 Nashville, TN 1,897 Rock Hill, SC 1,382 New Orleans, LA 1,262 Destin, FL 1,253 Atlanta, GA 9,770 Houston, TX 6,141 Dallas-Ft. Worth, TX 5,933 Panama City, FL 5,646 New York, NY 4,242 Nashville, TN 4,128 Mobile AL-Pensacola (Ft. Walton Beach), FL 3,799 Chicago IL 3,752 Orlando-Daytona Beach-Melbourne, FL 3,526 Birmingham AL 3, Source: Google Analytics

11 RECOMMENDATION Goal: Continue to make positive strides to increase engagement metrics (pages per visit and time spent on site) to more closely meet industry averages. Strategy: Optimize paid media, especially mobile banners, for increased user engagement. Tactics: Continue to provide support for new website content and SEO. Optimize media based on creative execution, size and engagement level. Test banner landing pages on new website to optimize engagement. 11

12 CONTENT ARTICLES Content articles are a key component of the content marketing strategy for VSW. Like last month, the majority of visits to these articles found the articles from the enewsletter. The leisure newsletter is now including links to multiple articles, which has resulted in a more even distribution of visits across all the Tips & Trips for the month. How visitors arrived at these content pages: New Entrances Home Page Other Pages Tips & Trips Page Take a Tour with a South Walton Expert Everything You Need to Know About Turtle Wastch A Gallery Tour of South Walton, Designed by Artists Bocce, Croquet, and Sailing: The Leisure Sports of South Walton Total = 374 Total = 372 Total = 147 Total = 109 Source: Google Analytics 12

13 RECOMMENDATION Goal: Continue to increase engagement metrics (pages per visit and time spent on site) to stay in line with industry averages and encourage further exploration. Strategy: Create content that garners high traffic and high engagement Tactics: Continue to utilize content analysis to identify top performing strategies and capitalize on this knowledge in Beach Momma moving forward. Continue to drive traffic to content through successful vehicles such as and social. Continue to diversify enewsletter content and link to multiple articles within site to showcase all monthly content. 13

14 ENEWSLETTER Both enewsletters were successful at driving higher than average open rates, as well as average or better than average click through rates. This may be attributable to new testing being performed in which 3, content-focused subject lines were tested before deploying the leisure newsletter to the entire mailing list. This month both newsletters had higher than average open rates and the click through rate for Sweeps was particularly high. 42% of visitors from the Leisure traveled to the Family-Friendly Seaside Sweeps page, 15% went to the Tips & Trips Turtle Watch article, 15% went to the Tips & Trips Take a Tour with a SW Expert article and 12% went to the Events page. 50% SWEEPSTAKES ENEWSLETTER A Family-Friendly Seaside Sweepstakes SITE VISITS = 6,122 50% LEISURE ENEWSLETTER Your Guide to Summer Turtle Nesting SITE VISITS = 1,195 40% 40% 30% 30% 20% 39.4% 40.0% 20% 10% 16.8% 7.7% 10.3% 12.4% 10% 16.8% 14.9% 15.5% 7.7% 8.1% 8.2% 0% Click Through Rate Open Rate 0% Click Through Rate Open Rate Industry Tourism Average Previous 6 Month Average May 2015 Performance 14 Source: Google Analytics + Distribion + support2.constantcontact.com/articles/faq/2499

15 RECOMMENDATION Goal: Surpass industry averages for marketing open and click through rates across all types of newsletters. Strategy: Make content in s useful, influential and reliable to drive user engagement. Tactics: Continue to analyze subject line testing to identify top performing subject line, now focusing on content-specific lines. Continue to insert additional hyperlinks to s for increased conversion. Continued inclusion of links to multiple Tips & Trips articles in newsletters. 15

16 MOBILE APP & SITE BEHAVIOR 16

17 MOBILE APP USERS This bar graph represents the total amount of monthly active users (the value on top of the bar) and how many of those users were new and how many were returning. New users are represented by the orange bars and returning users are represented by the blue bars. From June May 2015, there have been 6,855 total users who have downloaded the app. 1,400 1,120 6,855 TOTAL DOWNLOADS New App Users Returning App Users /14 5/14 6/14 7/14 8/14 9/14 10/14 11/14 12/14 1/15 2/15 3/15 4/15 Source: Google Analytics

18 MOBILE APP ENGAGEMENT Compared to the previous 6 months, visitors had fewer crashes per day in May There was a higher amount of average daily crashes due to a spike on 5/18-5/19 which had over 20 crashes each per day. Without those two days, the average daily crash amount was 1.2. There were 91 crashes in total. 10 3: : : :30 1:00 0:30 2:47 2: Average Daily Crashes Minutes per Visit (MIN:SEC) 0.00 Screens per Visit 6 Month Average May 2015 November April 2015 Source: Google Analytics

19 RECOMMENDATION Goal: Meet industry averages for mobile app performance. Strategy: Keep app content and functionality in line with best practices and operating systems. Tactics: Finalize ios 8 and Sun Wave branding update, to ensure all elements function optimally. Scope updates to ensure compliance with new website. 19

20 SOCIAL PERFORMANCE 20

21 SOCIAL OVERVIEW The following metrics provide a snapshot of VSW social media presence and performance during the month of May The percentage value located under each box is an indication of how much each metric changed from the previous month. Follower growth remained at consistent levels, except for YouTube, which experienced fewer views due to the end of the reserve spending campaigns. TOTAL LIKES TOTAL FOLLOWERS TOTAL FOLLOWERS TOTAL FOLLOWERS TOTAL VIEWS 164,488 9,692 3,930 1, ,469 +4% +2% +10% +4% +0.2% 21 Source: Cyfe + Facebook + Twitter + Instagram + Pinterest + YouTube

22 FACEBOOK AUDIENCE This graph represents the total number of monthly likes the page has received over the past year. Since May 2014, total audience of the VSW Facebook page has grown by over 96k likes. 170, , ,000 68,000 34,000 67,605 77,012 91, , , , , , , , , , , /14 6/14 7/14 8/14 9/14 10/14 11/14 12/14 1/15 2/15 3/15 4/15 5/15 Page Likes Source: Facebook 22

23 FAN ACTIONS Fan actions are updates from Facebook friends about their engagement with a page and includes activities such as likes, comments, mentions, and shares. More people engaging with VSW s content will build a higher awareness of the brand and increase the chances of one of their friends discovering the Facebook page. Total fan actions for May 2015 were 27% lower than they were last year. Last year had higher fan actions due to the Emerging Markets Page Likes campaign and the Steeplechase campaign. 2,400 1,920 5/1 Happy first day of May from the shoreline of Miramar Beach reached 31.5k users and over 2.5k total engagements. 5/5-5/6 An Insider Tip post about Seagrove inspired 530 likes, comments and shares and another about Perfection in Rosemary Beach received over 560 total engagements. 1, /10 #SundaySunset for all the moms out there received 850 total fan actions and 260 clicks 17,832 TOTAL FAN ACTIONS MAY ,372 TOTAL FAN ACTIONS MAY May 2015 May 2014 Source: Facebook 23

24 REACH Reach is the number of unique people who received impressions from one of VSW s posts within Facebook. May 2015 s reach of 488k was 61% lower than last May s reach of 1.25 million. Paid reach accounted for 67% of total reach, whereas organic reach accounted for 33%. Total Reach was higher last year due to the Emerging Markets Page Likes campaign and the Steeplechase campaign. 90,000 72,000 54,000 5/1 First day of May post organically reached 23.6k users on this day and received 2k clicks. 5/10-5/11 #SundaySunset post calling out all the moms out there reached 12.2k users during these two days and another post about SW community visiting with NBC Sports reached 2k users. 488,221 36,000 TOTAL REACH MAY ,000 1,251,158 TOTAL REACH MAY May 2015 May Source: Facebook

25 TOP ORGANIC POSTS These were the top organic posts in May 2015 according to each post s organic reach.

26 PAGE PERFORMANCE RATE This metric is an indication of the overall performance of a fan page. The PPI shows how engaged the Facebook fans are, how high the interaction on the page itself is and how fast it grows. The higher the value, the better it is. This May, the Visit South Walton page had a Page Performance Index of 18%, which is lower than last month s average of 22%. Competitor posting frequency (~2 times per day) and paid support are reflected in their higher PPIs. 90% 68% 45% 84% AVERAGE PPI = 36% 23% 65% 61% 53% 47% 0% 24% 18% 15% 14% 9% 6% May Page Performance Index Rate SoWal Visit Hilton Head Visit Miami The Florida Keys & Key West Amelia Island 30A Visit South Walton Visit Pensacola VISIT FLORIDA Visit Panama City Beach Florida's Emerald Coast Source: Fan Page Karma 26

27 TWITTER MENTIONS This is an analysis of South Walton s online presence on Twitter, Blogs, News, and Forums. There were 2,113 mentions of South Walton or Visit South Walton, with most mentions occurring on Twitter. Total reach from all mentions about South Walton on Twitter this month was estimated to be 6.7 million and from South Walton s own tweets there were 33.9k total impressions. Mentions by Channel Most Engaged Tweet Site Visits from Twitter 1% 2% 15% % 56 Twitter News 28 Blogs Forums 0 9/14 10/14 11/14 12/14 1/15 2/15 3/15 4/15 5/15 Visits from Twitter Source: Sysomos + Twitter 27

28 PINTEREST Site visits from Pinterest were significantly higher this month compared to previous months, and could be a result of the page almost doubling the amount of other accounts the page follows (last month was 218 compared to May s 590). During May, the VSW Pinterest page had over 1.6k average daily impressions and 12 average daily repins. The top 3 pins according to total impressions are featured below. Two involved content about beach weddings and the other was an article from USA Today about the 10 Least-Known Florida beaches. Top Pins by Impressions Site Visits from Pinterest /14 11/14 12/14 1/15 2/15 3/15 4/15 5/15 0 Following Count Visits from Pinterest Source: Google Analytics + Pinterest 28

29 RECOMMENDATION Goal: Increase overall growth and engagement across all social channels to maximize in-market peak season visitor experience for future repeat visitation opportunities. Strategy: Optimize both paid efforts and organic messaging. Tactics: Increase posting frequency to drive engagement and PPI. Increase promoted posts to address Facebook s shifting algorithms that favor a combination of paid and organic posts. Increase user-generated content shares for real-time, in-market promotion to demonstrate the South Walton experience by peak season visitors. Avoid use of overly promotional content solely pushing people to buy a product, push people to enter a sweepstakes or promotion with no real context. While maintaining focus on growth, focus efforts heavily on engagement to influence consumer decisions. 29

30 MEDIA PERFORMANCE 30

31 SEM RECAP These are the average monthly click thru rates for VSW s overall search campaign. The top performing campaigns for this month were: South Walton Destination (7.75%), Romantic Vacations (6.33%) and Weddings (4.77%). Those were the top campaigns for last month as well. Overall average CTR was 4.36%, which exceeded the goal of 2.50% and continued the upward trend of rising CTR month over month. 4.5% 3.8% 3.0% 2.3% 1.5% CTR GOAL = 2.5% 2.89% 3.07% 3.62% 3.24% 4.07% 3.95% 3.13% 2.97% 3.44% 3.85% 3.28% 4.22% 4.36% 0.8% 0.0% 5/14 6/14 7/14 8/14 9/14 10/14 11/14 12/14 1/15 2/15 3/15 4/15 5/15 Average Monthly Click Thru Rate (CTR) Source: Google AdWords + Bing + Yahoo + Ask + Other Search Partners 31

32 SEM RECAP Below are the individual AdWords campaigns that are currently running along with each campaign s total visits to site, CTR, CPC, Bounce Rate and Pages per Visit. 16 Beaches and South Walton Destination has the best engagement on the site, and SW Destinations had the best CTR of 7.75%. Romantic Vacation visitors had high CTR and low CPC, however their engagement on the site was poor and similar to the Groups & Meetings group. Visits CTR CPC Bounce Rate Pages per Visit 16 Beaches 4, % $ % 4.5 Romantic Vacations 2, % $ % 2.6 Florida Vacations 1, % $ % 3.1 Family Vacations % $ % 3.1 South Walton Destination % $ % 5.1 Weddings % $ % 3.4 Groups & Meetings % $ % ,500 5,000 0% 4% 8% $0.00 $2.50 $5.00 0% 50% 100% Source: Google AdWords + Bing + Yahoo + Ask + Other Search Partners

33 CO-OP MAY ONLINE PERFORMANCE These are the total impressions and clicks for the following partner sites for May 2015, the second month of the Spring Online Partner Campaign. All participating partners made over 1.75 million impressions and had an average of 1,967 clicks (which was 26% more average clicks than last month). This campaign will last through June 30, 2015 with all partners guaranteed 3,000 clicks. Partner Impressions Clicks Dune Allen 1,838,781 1,906 Southern Vacation Rentals 1,837,315 2,098 Resort Quest 1,808,107 1,864 My Vacation Haven 1,804,658 2,324 Sandestin G&BR 1,801,275 1,823 Courtyard Sandestin 1,787,830 1,865 Beach Rentals of SW 1,752,019 1,886 TOTAL 12,629,985 13,766 Source: Conversant

34 BRAND SPRING ONLINE PERFORMANCE These are the total impressions, clicks, and average click thru rate (CTR) for May 2015 brand online media campaigns: mobile, desktop, and pre-roll video. The best performers based on CTR were the mobile ad with Lose Yourself brand creative and the desktop ad promoting the Visitor Guide. Based on completed view rates, the brand TV spot Get Out and Go" was the best performer for pre-roll videos. MOBILE DESKTOP PRE-ROLL IMPRESSIONS 1,317,386 2,123, ,390 CLICKS 8,042 5, CTR 0.61% 0.25% 0.10% Industry Mobile CTR Avg = 0.28% Industry Desktop CTR Avg = 0.07% Video Completion Rate = 71.1% Industry Completion Rate Avg = 40.3% BEST PERFORMING CREATIVE Source: Conversant & Sizmek Research 2014

35 BEACH SAFETY These are the year over year changes in the number of active subscribers and total texts sent for Beach Safety. The 2014 Beach Safety campaign was successful in driving results through an increased focus on mobile advertising. For the 2015 campaign, Zehnder optimized the plan by shifting heavier advertising impressions to the higher performing platforms. The 0.58% CTR performance in May exceeds the online display performance goal of 0.53% CTR. Display Metrics May 2014 May ,000 IMPRESSIONS 1,347,242 22,500 28,567 42,620 CLICKS 7, ,700 Total Texts Sent CTR 0.58% 850 1,011 1,628 0 Active Subscribers Source: Facebook 35

36 FACEBOOK LIKE ADS Starting on December 29, 2014, new Visit South Walton Page Likes ads with the new logo were rotated into the Facebook campaign. The following ad was determined to be the best performing because of overall click-through rates, page likes and costs per page like. These stats were recorded for May 2015 and are outlined below. Campaign #1 focuses on demographic and behavioral targeting, while Campaign #2 retargets visitors of the VSW website when they go to Facebook. CAMPAIGN #1: TARGET AUDIENCE Impressions = 178,915 Clicks = 6,623 CTR = 3.7% Page Likes = 5,424 Cost per Page Like = $0.43 CAMPAIGN #2: WEBSITE CUSTOM AUDIENCE Impressions = 77,781 Clicks = 1,115 CTR = 1.4% Page Likes = 529 Cost per Page Like = $1.47 Source: Facebook 36

37 HOUSTON DIRECT FLIGHT INITIATIVE RECAP Starting on 3/24, digital out-of-home and interactive placements have been promoting the new airport service from George Bush Intercontinental (IAH) airport to the Northwest Florida Beaches International (ECP) airport. Four high-impact digital screens within the Houston Bush airport feature Visit South Walton creative on the new direct flights. Additionally, Mobile and tablet ads are geo-fenced around the Houston Bush airport. The campaign was also supported by Facebook website click ads targeting the Houston DMA. Display Metrics IMPRESSIONS 1,702,113 CLICKS 12,439 CTR 0.73% Source: Facebook 37

38 RECOMMENDATION Goal: Maintain traffic levels and media conversions while increasing engagement metrics (pages per visit and time spent on site) to be in line with industry averages. Strategy: Continue to optimize media for increased user engagement and optimal performance metrics. Tactics: Monitor advertising traffic to the new Visit South Walton website. Optimize media based on landing pages, creative execution, size and engagement level as well as specialized targeting options. Support content on social channels for optimal reach and metrics. 38

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