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InternetMarketing TDC

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InternetMarketing TDC Powered By Docstoc
					                         INTERNET MARKETING
                                           February 2011


                                Prepared by: Deborah Holland
                                 Internet Marketing Director


HIGHLIGHTS:
       February website activity was heavily influenced by the Jet2theBeach campaign and contest.
        Traffic experienced a 74% lift compared to last month and a 23% lift compared to the same
        period last year.

       Sources of traffic were also influenced by the campaign with a leap in direct other website and
        social media referrals.

       Signals of Intent to Travel were largely up compared to the previous month.

       Strong email traffic for the month resulted from a combined increase in the organic opt-in
        database as well as the Winter/Spring email program currently in place.

       Time on site was affected by the Jet2theBeach contest, as the main page and subsequent entry
        pages required minimal time investment by the user.


Please see Internet Marketing program statistics and associated graphs on the following pages.
St. Petersburg/Clearwater CVB
www.VisitStPeteClearwater.com Dashboard Report
February 2011
                                                                        Good            Not Significant              Needs Attention
LM = vs. last month | LY = vs. last year | B = vs. baseline
                                           of 2010 average                               0 -12% change            13 or higher % change

 ENGAGEMENT                                                              SIGNALS OF INTENT TO TRAVEL (SITs)
                                             LM      LY          B
                                                                           Total conversions
   Time on Site: 5.78                                           7.37                                                            LM
   Minutes
                                                                            2.3%
                                                                                                LM
                                                                                                          9,936
   Bounce Rate: 29.1%                                           37.4%                                 Signals of Intent to Travel
   of Home Page                                                            of total pg views                               LM

   Bounce Rate: 38.5%                                           45.3%      Visitor Guide Orders:         2,761              3,042
   Overall                                                                 Deal Profile Views:           4,316              2,743
                                                                           Newsletter Sign Up:           361                354
                                                                           Online VG views:              2,498              2,401
    ACTIVITY
                                    LM                    LY
                                                                          SOURCES OF TRAFFIC
   126,308 visits                            74%                 23%                     5%
                                                                                                              Paid Search Engines
                                                                                                              17%
                                                                                              17%
                                                                                   16%                        Organic Search
   422,952 page views                        64%                 20%                                          Engines 25%
                                                                                                              Other Websites 36%
                                                                                                25%
                                                                                                              Direct/Bookmarked
                                                                                   36%                        16%
                                                                                                              Social Networks 5%


   TOP DMAs (with Rank Last Month)                         Jan           ONLINE CAMPAIGNS & SPECIAL PROMOS
 1.    New York                                            2               jet2thebeach Promo Page
 2.    Tampa/St. Petersburg                                1               40,025 page views
 3.    Boston                                              7               11.1% bounce rate
 4.         VISITORS BY GEOGRAPHY
       Chicago                                             3               0:41 spent on page
 5.    Philadelphia                                        4
 6.    Atlanta                                             6               Feb 14 Email
 7.    Orlando/Daytona/Melbourne                           5               12,285 click through
 8.    Washington D.C.                                     12              10,429 experiences page views
 9.    Los Angeles                                         33              4,162 deals page views
 10.   Miami                                               10              1,698 accommodations page views

   VSPC NEWSLETTER                                                       ONLINE KEYWORD CAMPAIGNS
    Enewsletters Delivered: 81,243
                                                                                                Responses              Conversion
    Total Opened: 21,150 (26%)
                                                                                                                          Rate
    Most Popular Features: Great Deals                                         Google                17,521                3.2%
                 Casual Seafood Dining Video
                 Grand Prix Article                                             Bing                 2,019                 2.1%
         TOP 5 VIDEOS
                                           Video Name                        Views
         Experiences/Beaches-Boating/Beaches                                13,670
         Underwater                                                          4,131
         Videos/The Best of St. Pete/Clearwater                              2,357
         Videos/Suncoast Beach Trolley                                       1,743

         Communities/Neighborhood: St. Petersburg                            1,219
         Total Video Views                                                   29,805

                                                VISITS YEAR OVER YEAR
         160000
         140000
         120000                                                                       2007
         100000                                                                       2008
          80000
                                                                                      2009
          60000
                                                                                      2010
          40000
          20000                                                                       2011
              0
                   Jan   Feb Mar      Apr May June July Aug Sept Oct    Nov Dec

                                  SIGNALS OF INTENT TO TRAVEL OVER TIME
                                                              9,000
3000
                                                              8,000
2500                                                          7,000
2000                                                          6,000
                                                              5,000
1500                                               eNews                                     Visitor Guide
                                                              4,000                          Orders
                                                   Sign Ups
1000                                                          3,000
                                                   eBook      2,000                          Specials
500                                                Clicks     1,000                          Page
     0                                                            0
          Feb 10




            July
            Aug
            Sep
             Apr




            Nov
            Dec
             Oct
             Jun




          Jan 11
            Feb
            Mar

            May




  INTERNATIONAL TRAFFIC
                                                    10,000
  Top 5 Countries                 Visits             9,000
                                                     8,000
1.          Canada                6,955              7,000
2.          Great Britain         1,751              6,000
3.          Germany               1,137              5,000                                     Canada
                                                     4,000
4.          Netherlands           201                3,000
5.          Puerto Rico           189                2,000                                     Great
                                                     1,000                                     Britain
                                                         0
                                                                                               Germany

				
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posted:10/9/2011
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Description: InternetMarketing TDC