TDTD
Social, lead-gen, email and display for the Tennessee Department of Tourist Development keeps folks coming.
Strategy
One of the measurement standards for TDTD is: how many folks request a Vacation Guide? Another is: how much did they spend? In 2009, by adding social to the already-successful mix of website, email, lead-generation, display and online apps, the conversions keep getting better and better. Numbers for Twitter, Facebook, MySpace, YouTube, and MyTnStory blog users are climbing like visitors to the overlook at Clingman’s Dome.
Results
P|R social strategies are off ramping up nicely. In just a few months, Tennessee has garnered 18,000 Facebook fans, nearly 1,000 mySpace friends, and hundreds of Twitter followers. Over 80% of new site visitors are arriving from these sources. Search marketing numbers are kicking: just shy of 10,000 conversions from just over 8 million impressions - that’s an 8.5% conversion rate! This, on top of P|R lead gen and email campaigns that took $150,000 in one year and turned it into over 128,270 leads and $101 million in net visitor spending. The email database of opted-in potential visitors has reached over 423,000 folks, who click through the email campaigns at nearly a 25% rate. And the Tennessee Road Trip online app has taken 15,000 folks for a ride in a little red Corvette.