TravelOK.com Report Fiscal Year 2012
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1 TravelOK.com Report Fiscal Year 2012
2 Visitor Sessions for FY12 Total Visitor Sessions Unique Visitor Sessions Total Page Views Avg. Length of Session 2,466,019 Up 22% from FY11 2,320,846 Up 21% from FY11 15,703,160 Up 13% from FY11 9:37 (minutes:seconds) Down 3% from FY11
3 Visitor Sessions Trend 500,000 Visitor Sessions Per Month 450, , , , , , , ,000 50,000 0 FY2010 FY2011 FY2012 FY2013
4 FY12 Page Views 15,703,160 2,500,000 Total Page Views Per Month 2,000,000 1,500,000 1,000, ,000 0 FY2010 FY2011 FY2012 FY2013
5 Photos & Videos in FY12 772,666 Photo Slideshows Viewed This represents slideshows, not individual photos 488,816 Videos Viewed
6 FY12 enewsletter Stats Subscriber base grew from 33,301 to 56,545 during FY12 Growth Rate 69.80% s Sent 517,389 s Delivered 514,344 Delivery Rate 99.41% s Opened 163,150 Open Rate 31.72% Click-Throughs 62,878 Click-Through Rate 38.54% Travel & Tourism Industry Avg Open Rate* = 15.5% Travel & Tourism Industry Avg Click-Through Rate* = 11.6% *Source Constant Contact, Inc.
7 enewsletter Topics Jul 2011 Family fun, family-friendly deals & coupons, upcoming family events, family getaway giveaway Aug 2011 Historical sites, living history events, genealogy, historical getaway contest Sep 2011 Fall foliage, fall events, haunted hot spots, agritourism map, lodge vacation contest Oct 2011 Motorcycling, cruising Route 66, fall foliage & festivals, Okie Boutique, Route 66 brochure, Route 66 getaway contest Nov 2011 Great cabin escapes, holiday events, deals & coupons, cabin getaway contest Dec 2011 Holiday light displays, holiday events, Canebrake Resort vacation contest Jan 2012 Genealogy vacations, romantic escapes, upcoming events, Guthrie vacation contest, Oklahoma Today Magazine photo contest Feb 2012 Spring break, 2012 brochures, top spring festivals, Buffalo Creek Guest Ranch vacation contest Mar 2012 Botanical gardens, top art festivals, 150 springtime events, deals & coupons, OKC Foursquare badge, Oklahoma City getaway contest Apr 2012 Urban adventures in OKC and Tulsa, upcoming events, deals & coupons, OKC and Tulsa brochures, Tulsa vacation contest May Camping, summer events, deals & coupons, outdoor recreation guide, tweet with us, Grand Lake vacation contest Jun th of July events, top water parks, Frontier City/White Water Bay coupon, upcoming events, Grand Lake romantic escape contest
8 Quantcast Data Quantcast.com independently measures the top 1 million websites in the U.S. TravelOK.com ranked as high as #4 among state tourism websites during FY12. TravelOK.com ranked #1 among state tourism websites for pages viewed per visit for 10 months during FY
9 Quantcast State Tourism Site Rankings as of June 30, 2012 State Rank Among State Tourism Sites Monthly Visits Avg. Page Views Per Visit MI 1 633, FL 2 514, VA 3 402,300 OK 4 232, NC 5 230, PA 6 197, TN 7 160,300 WI 8 160, ME 9 158, NV ,100 AL ,000 ID ,500 TX ,900 HI ,000 UT ,000 AL ,300 MN ,600
10 New Functionality Added During FY12 Jul 2011 Launched genealogy section Aug 2011 Launched bird watching section and added Interests drop down menu to main navigation Sep 2011 Launched haunted Oklahoma section Oct 2011 Launched motorcycling section and updated all epostcards Nov 2011 Launched weather forecast & climate page and added You Might Also Like section to crosssell related brochures and lists on article pages Dec 2011 Added the ability to select the screen grab to serve as the default image for each video and used it to select an image for all 679 videos on the site Jan 2012 Added genealogy starter kit with downloadable forms; added Facebook Like buttons and Google +1 buttons to content pages Feb 2012 Overhauled the design of the Things to Do landing page and upgraded the Things to Do search functionality to be more user-friendly Mar 2012 Launched Foursquare page in conjunction with the new OKC badge program on Foursquare May 2012 Launched CheckMyOKLake microsite to provide blue-green algae and other lake conditions updates as well as educational materials about blue-green algae Jun 2012 Added Water Resources Board lake maps to lake profile pages
11 106 New Articles Added During FY12 Genealogy articles for each county (77 total) Seven Hot Ways to Have Cool Family Fun History is Alive and Well in Oklahoma: Top Living History Events Oklahoma Through the Ages Tracing Your Cherokee Roots Top Fall Events in Oklahoma Oklahoma's Must-See Scares: Top Haunted Houses Motorcycling in Eastern Oklahoma: Top Five Rides Motorcycling in Western Oklahoma: Top Five Rides Oklahoma's Top Attractions Along Route 66 Five Muskogee Area Motorcycle Rides State of Luxury: Amazing Cabin Stays in Southeast Oklahoma Great Cabin Getaways in Oklahoma Cozy Up to Our Top State Park Cabins Top Holiday Events in Oklahoma Bird Watching at Black Mesa State Park Oklahoma Genealogy: Top Resources Dust Bowl Days: The Oklahoma-California Genealogy Connection Top 10 Places for Eagle Watching Fishing for Paddlefish & Oklahoma's Caviar Bounty Oklahoma City s Oasis - The Myriad Botanical Gardens Oklahoma's Top Botanical Gardens Top Art Festivals in Oklahoma Top 10 Things to Do in Oklahoma City Top 10 Things to Do in Tulsa Camping in Oklahoma: The Complete Beginner's Guide Eight Great Places to Camp in Oklahoma Top Water Parks in Oklahoma Lake Murray State Park: An Overview Illinois River Float Trips & Camping Red Earth Native American Cultural Festival
12 Social Media 23,745 tracked click-throughs from social media to TravelOK.com during FY12 11,033 fans on June 30, 2012 Top benefits: broad exposure, relationship builder & leading source of social media clickthroughs 4,076 followers on June 30, 2012 Top benefits: broad exposure, relationship builder & each link posted helps improve our search engine rankings for that page 33,589 followers on June 30, 2012 Top benefits: push notifications to mobile devices, links published improve search engine rankings & we won the city badge contest for OKC attracting national attention in February 364 followers on June 30, 2012 Account opened November 2011 Top benefits: direct impact on Google search engine rankings due to their Search Plus Your World search algorithm modification 425 followers on June 30, 2012 Account opened February 2012 Top benefits: second highest social media click-throughs; pins, repins and likes build links & improve search engine rankings; visual orientation, demographic skews heavily female
13 Other FY12 TRIP Team Statistics 2,877 - New listing pages created (attractions, hotels, events, etc.) 7,642 - Listing pages edited and updated 1,590 - User comments on the site Photos added to the professional photography gallery Videos added to the site New articles added to the site 2,147 Telephone inquiries handled 1,929 inquiries handled 673,251 Brochures fulfilled 739 Bulk orders of brochures sent to industry members
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