Twitter an international strategy

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Twitter an international strategy

  1. 1. Twitter - An International Strategy
  2. 2. Hotels.com Twitter
  3. 3. EMEA Plan • Overview • Objectives • Results • Findings • Actions • Tools11/26/2011 3
  4. 4. Overview Our Twitter Account  Creation: April 2009  Name: Hotels.com EU  Bio: Hotels.com offers more than 100,000 hotels worldwide. Book your stay with Hotels.com and Wake up Happy11/26/2011 4
  5. 5. Objectives Objectives  Create more opportunities for engagement with customers and media  Offer more meaningful interaction with key audiences  Drive traffic to the Hotels.com site  Boost hotel bookings  Generate awareness and interest in Hotels.com Strategic Approach Establish Hotels.com as a key player in the social media world and share travel information, holiday deals and community events whilst also networking with consumers, media and stakeholders11/26/2011 5
  6. 6. Objectives Goals 1. Produce Messages to leverage our 3 “B’s”: Business: Promote Deals and Promotions Brand: Improve awareness and image Brilliance: Show off our industry expertise 2. Increase followers: Build a large network of influencers, consumers and media 3. Create a dialogue: engage in two-way conversations with followers - ask and answer questions, provide useful nuggets of travel information, engage and interact more11/26/2011 6
  7. 7. Results Tweet Messages: our 3 B’s How did we tweet? 134 Tweets in July – 54 PR + 80 Mkg 137 Tweets in August – 68 PR + 69 Mkg Tweets were spread out throughout the day with a particular focus on messages between: 10am - 11am 12pm – 1pm 5pm – 8pm Tweets were predominantly posted Monday to Friday Source: Tweet Stat11/26/2011 7
  8. 8. Results Tweet Messages: our 3 B’s  What did we tweet about? PR: o Hotels.com Activity (Nanobreaks, Doodlebox, Hotel Visualiser) o Press Releases (Prison Hotels, Top tips to save money on holiday, minimoons) o News Features (100 best UK days out, free ways to entertain the kids, Britain’s most overrated tourist sites) o News (Alton Towers bans men wearing Speedos, 340,000 people hit Bournemouth beach) o Videos (24 hours in the life of the world’s air travel as seen from space) o Interesting Facts Marketing: o Special Offers/Deals/Campaigns (Last Minute Summer Sales, Hilton 2 for 1, Top 10 Family Hotels) o Events (Festivals, Concerts, Sport events) o Specific Destinations (chosen due to their importance and performance or their ongoing deals highlighted on the website)11/26/2011 8
  9. 9. Results Tweet Messages: our 3 B’s  Which tools did we use? o Tweetdeck o Tweetlater o Twitter Website (Hotels.com account)  Tweet Examples PR “Your holiday pics not what you hoped for? With our Doodlebox app you can spruce them up” “Which sex is cutting back on their stag or hen party, whilst the other is spending nearly £200 a head on celebrations?” “Lying on the beach not really your thing? Check out ten of the best beach games to keep you amused” “Heathrow’s Terminal 5 is set to become home to the first ever writer-in-residence at a UK aiport” Marketing “Still searching for the best deals in Europe this summer? With Hotels.com Summer Sale, experience some Europes finest hotels and enjoy savings up to 40%” “Home sweet home - bag a British bargain! Stay 2 or 3 nights and save from 15% to 20% - Manchester | Liverpool | Belfast.” “Hilton 2 for 1! With Hotels.com and Hilton treat yourself to vacation that is twice as long with price twice as nice! ” “Want to wake up (happy) in a city, that doesnt sleep? Discover the Hotels.com latest deals for New York, New York!”11/26/2011 9
  10. 10. Results Tweet Messages: our 3 B’s  PR Results – July to September Month Number of total tweets Number of total clicks July 54 651 August 68 836 September 58 923 What worked well? July & August o Doodlebox(364 clicks) o Nanobreaks(143 clicks). o A link to a video e.g. a video of the world’s air travel from space (27 clicks) o Interesting and quirky news stories e.g. the squirrel who hijacked a couple’s holiday photo (37 clicks) o Links to handy tips for holiday makers e.g. the Hotels.com press release on money saving tips (39 clicks) o The announcement that Hotels.com had been voted as the best website for booking hotels in America (51 clicks) September oThe news story about the man who travelled through 37 countries with just £1 (38 clicks) oThe three HPI press releases (83 clicks in total) oThe HPI (41 clicks) oThe strangest things to do this autumn (30 clicks) oThompson Airways safety video with children (33 clicks)11/26/2011 10
  11. 11. Results Tweet Messages: our 3 B’s  Marketing Results - July Month Number of total % of English % of French % of Spanish Number of total Clicks Tweets Tweets Tweets Tweets July 80 62.50% 33.60% 26.79% 462 What worked well? o Tweets which linked to Top 10 lists (30 clicks) o Barcelona offers (26 clicks) o Last Minute Summer Sales for European destinations (19 clicks) o Hilton 2 for 1 special offer (19 clicks ) Conclusion o People tend to trust Hotels.com selection of top hotels as well as travellers’ opinions o Special offers that give the choice of several hotels are more attractive than specific deal on a specific hotel o People tend to be more attracted by European destinations11/26/2011 11
  12. 12. Results Tweet Messages: our 3 B’s  Marketing Results - August Month Number of total % of English % of French % of Spanish Number of total Clicks Tweets Tweets Tweets Tweets August 69 56.52% 42.46% 4.71% 577 What worked well? o Last Minute Summer Sales for European destinations (35 clicks ) o Last Minute Summer Sales page (29 clicks) o 48 hour New York sale (27 clicks) o UK hotel deals e.g. London (26 clicks) Conclusion o More Special Offers promoted in August o Deals/Last minute deals more attractive towards middle/end summer o People are still more attracted by European destinations deals o Domestic travel destinations are becoming more popular11/26/2011 12
  13. 13. Results Tweet Messages: our 3 B’s  Marketing Results - September Month Number of total % of English % of French % of Spanish Number of total Clicks Tweets Tweets Tweets Tweets September 115 63.24% 36.75% 0% 852 New tests o In order to identify trends, we shifted the focus onto Special offers, 4 type of events (Sport, Holidays, Concert, Festival) and Top 10 destinations of each POS websites (Best GBV) o Aim to measure differences between languages/POS What worked well? o English: New York deals (166 clicks), Special offers (161 clicks), deals in cities welcoming Concerts (147 clicks) o French : Deals in cities welcoming Concerts (71 clicks), New York deals (68 clicks), Barcelona deals (27 clicks) Conclusion o Success of New York offers for Both POS – deals and seasonality? o Mentioning an event attracts more people o People are still more attracted by Special Offers11/26/2011 13
  14. 14. Results How to measure Bit.ly – July and August Double Click – September Measure the performance of messages Measure the performance of types of messages Advantages: Advantages: o 3 for 1 : Shorten, share and track links o Provides consistent measurement on a daily o Possible to know where the clicks come basis across all the POS. from (US, Canada, Other) o Measures clicks and conversions. o Easy to run reports frequently, customise them and automate report delivery Caveats: Caveats: o Measure only clicks o Tracking duplication o Difficult to find the information: No “search” button; URL not associated with any message; 1 URL for a lot of messages11/26/2011 14
  15. 15. Results Increase Followers •Since the beginning of July the number of followers went from 247 to 711 (+464) Source: Twittercounter.com11/26/2011 15
  16. 16. Results Increase Followers Our followers: - Frommers Travel - TravelJunky - Rough Guides - CNTraveler - TravelEditor - Expedia - Etc… We follow: - Brinkwire - Timestravel - CNTraveler - Travelmail - Travelocity - Sky Travel - TravelEditor - Venere_Hotels - Expedia - Etc…11/26/2011 16
  17. 17. Results Create a dialogue Once Hotels.com had increased its Twitter presence, our goal was to engage in conversation and interact with the community. Tools used : TweetDeck and Twitter Search  Re-tweet and reply to build a network • Who re-tweets us? • Who do we re-tweet?11/26/2011 17
  18. 18. Results Create a dialogue • Who do we reply to? theomeef  What is the consumer saying? 852 followers 451 followers 153 followers 310 followers11/26/2011 18
  19. 19. Findings Increase followers  How to attract people  Follow our followers  Follow influencers and key media within and outside the travel industry  Follow those with a key interest in travel  Follow those who could be interested in travel e.g.Golfers interested in finding the best UK courses (PR) and hotels near courses (Marketing)  Competitions and vouchers  Conduct a poll  ”Where we holiday”  “Meet the team”11/26/2011 19
  20. 20. Findings Create a conversation  Retweeting influencers and media allows us to build a network • Read the bio of those who follow us (Engage in dialogue) • Promote others and share our best information (Support and Credibility)  Devise a strategy to respond to negative tweets • Direct Message (One to One communication) VS @replies (Mass communication) • Definition of roles (SEO, PR or Customer Service)11/26/2011 20
  21. 21. Actions New tests  Message quantity and frequency  Produce more messages (maximum of 3 or 4 PR and 5 or 6 Marketing)  Test success of weekend tweets  Test success of tweets during commuting hours  Message creation and content  Create an event calendar to base our tweets around  Introduce visual content (TwitPic)  Focus on what we know works well : - Successful Marketing content (Travel tips, Special Offers, Europe) - Successful PR content (Travel tips, Visual news, Quirky news)11/26/2011 21
  22. 22. Tools  Additional Tools tested Topics/keyword trends o Search.twitter.com o TweetStats trends o Trendistic (graphical interface to see trends and keywords on Twitter - hours, day, weeks) o Monitter (track trends in real time)11/26/2011 22
  23. 23. Tools Leverage tools to Increase followers  Tool Opportunities: To ensure we follow influencers: WeFollow and Twellow - Directories of Twitter users - Categorises users by industry, hobby or location TwitterGrader and Twitterholic.com - Checks the power of users’ Twitter accounts - Records the number of followers, power of those followers and the level to which they are engaging the community Technorati.com - Directory of blogs and web content to follow11/26/2011 23
  24. 24. Tools Create a conversation  Tools opportunities to track retweets and brand reputation o Tweetmeme and Twitturly - Websites focusing on retweeting and link sharing o TweetBeep and Trackur - Online monitoring reputation tools - Provide detailed information and analysis - Keeps track of retweets and conversations about Hotels.com, competitors and products. - Send automatic alerts11/26/2011 24
  25. 25. LATAM Plan (Brazil) •Overview •Objectives •Results •Findings • Actions11/26/2011 25
  26. 26. LATAM Twitter Hoteis ponto comObjectives & actions• Use the roadmap developed for EMEA• Increase followers• Engage users to consume Hoteis.com content Twitter account11/26/2011 26
  27. 27. LATAM Results11/26/2011 27
  28. 28. Latam Results Followers evolution11/26/2011 28
  29. 29. Latam :Twitter Engagement11/26/2011 29
  30. 30. LATAM Engagement: Content Tags Daily Tweets11/26/2011 30
  31. 31. LATAM Engagement: Content11/26/2011 31
  32. 32. LATAM Engagement11/26/2011 32
  33. 33. APAC Plan (JAPAN) • Overview • Objectives • Results • Findings • Actions11/26/2011 33
  34. 34. Twitter Japan Twitter Market Stats for Japan Current local subscription Top searched term in Google 2009 rates for Twitter in Japan are estimated at 1.2 million (Nov 2009) Awareness for Twitter Twitter goes mobile exploding (Japan the only market globally)11/26/2011 34
  35. 35. Twitter Japan Key Program Objectives11/26/2011 35
  36. 36. Twitter Japan Tactics for Achieving Objectives11/26/2011 36
  37. 37. Twitter Japan Objectives & How to Measure11/26/2011 37
  38. 38. Twitter Japan Q1/Q2 2010 Schedule11/26/2011 38
  39. 39. Twitter Japan Month-to-Month KPI Tracker – March 2010 KPI Tracker Observations Month Target Followers Actual Followers Visits Lists • During it’s second month live, the February 2010 100 345 118 28 Hotels.com Twitter campaign March 2010 300 653 78 49 gained and additional 308 followers April 2010 650 for a total of 653 – 117% above our target of 300 – as well as recording May 2010 1,300 78 visits* and being added to 21 June 2010 2,000 additional lists for a total of 49. July 2010 TBD* • Follower growth was steady April 27, 2010 throughout the month, with a small Follower Growth boost noted around the 17th when a top page Twitter banner was placed on Hotels.com Japan, as well as embedded within the weekly members’ newsletter. • As our Twitter activities continue over the next five months, we will chart our progress here, drawing parallels between spikes or drops in KPI numbers and real-world events.11/26/2011 39
  40. 40. Month-to-Month KPI Tracker cont’d – March 2010Twitter Japan Top-Clicked ULRs* Observations # Top-Clicked URLs Tweet Topics Clicks • As in February, the most popular 1 http://jp.hotels.com/hotel-deals/jp_easter_hero_70 45% Recommended Cities 124 tweets in March involved specific 2 http://jp.hotels.com/sd1313946/hotel-special-deals-bankoku/ Bangkok Deals hotel listings 33 hotel properties featured in the 45% Off Recommended Cities 4 http://jp.hotels.com/sd1431094/hotel-special-deals-honoruru/ Honolulu Deals hotel listings 31 promotion. 3 http://jp.hotels.com/sd725674/hotel-special-deals-jing-dou/ Kyoto Deals hotel listings 27 6 http://jp.hotels.com/sd26633/hotel-special-deals-shidoni/ Sydney Deals hotel listings 21 • Bangkok, Honolulu and Kyoto 7 http://jp.hotels.com/sd1633563/hotel-special-deals-keanzu/ Cairns hotel listings 20 were the top-clicked 9 http://jp.hotels.com/sd712491/hotel-special-deals-roma/ Rome Deals hotel listings 18 destinations; Kyoto in particular 5 http://jp.hotels.com/sd1655844/hotel-special-deals-shingaporu/ Singapore Deals hotel listings 16 demonstrated a surprising level 8 http://mixi.jp/view_community.pl?id=4824702 North America Mixi Community 15 of domestic demand. 10 http://jp.hotels.com/hotel-deals/asiasale_jp 3 Day Asia Special Promo 12 • As a weekend usage test, we *All Clicks data via URL shortener bit.ly tweeted over Saturday and Sunday (20th, 21st); this Sunday was among the highest click count days tracked in March Weekly Breakdown Daily Click Distribution* Date Visits Pages / Visit Avg. Time March 1-7 13 3.8 93 Outlined in red, Saturday the 20th March 8 - 14 17 2.9 421 and Sunday the 21st March 15-21 13 1.5 131 were test days for March 22-28 17 4.4 442 weekend tweeting: March 29-31 18 2.3 168 Sunday in particular saw a large volume Monthly Totals: 78 of clicks11/26/2011 40
  41. 41. Thanks/Obrigado/ Arigatou11/26/2011 41

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