San Francisco Convention & Visitor's Bureau Case Study
Metz designs a full social web strategy for the third-largest travel destination in the United States, driving 108x return-on-investment.
The San Francisco Convention and Visitors Bureau needed a strategy to drive traffic to their website and to harness the power of social customer management to drive revenue to the San Francisco tourism economy.
Working with Metz was our first foray into social media. Metz clearly understands the needs of a destination marketing organization (DMO) and wrote a scalable cost-effective strategy for us in our first time out. Flawless client service, sharp business acumen and timely deliverables. We’d definitely work with Metz again.
– Chris Clark, Dir of Marketing Services, San Francisco Convention and Visitors Bureau
Metz Consulting created the strategy for the third-largest tourism destination in the United States, incorporating and develop content on Facebook, Twitter, and other major social web destinations. Successfully enacting 45% Metz Consulting’s strategic recommendations, the SFCVB was quickly able to grow a fan base on Facebook, increase website traffic, and engage in the ongoing conversation on Twitter.
Results
- An increase of 31,500 new unique monthly visitors in web traffic that drove $540,000 to the San Francisco economy.
An average unique visitor to the SFCVB website increased revenue by $15.85 due to the Metz Consulting strategy. The 78% increase in traffic, for a destination marketing organization, represents an annual influx of $3.6 million dollars, to the San Francisco Bay area tourism economy (based on a $6/visitor metric).
2. 112,000 Facebook Fans can’t be wrong (and are worth $355k-$6.9M)
The SFCVB accrued nearly 112,000 fans on Facebook, partly based on the Metz strategy. Metz Consulting valued the annual “worth” of these fans to fall in a range of $355,000 to $6.91 million using a conservative methodology and adjusting for their viral capacity or power.
3. ROI of 108x
The implementation cost for the SFCVB produced fantastic results. Metz Consulting estimates that the SFCVB attained a return on their investment of over 100 times the cost ($5000). The outputs assessed are the value of the incremental web traffic ($540,000) and the conservative value of the new Facebook fans (range of $355,000 to $6.9 million).
The standard ROI for this kind of engagement is 10-28x, so the results of the SFCVB show a best-case-scenario result. It doesn’t usually get this good!
