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Webinar: How To Use Twitter to Increase Travel and Tourism

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On November 19, Skift and Twitter Travel hosted a webinar to share how travel brands can use the platform to increase travel and tourism.

To view a replay of this webinar on-demand, please visit this link: http://skift.com/2014/11/24/watch-this-free-webinar-on-using-twitter-to-increase-travel-and-tourism

Published in: Travel

Webinar: How To Use Twitter to Increase Travel and Tourism

  1. 1. TWITTER AND SKIFT WEBINAR HOW TO USE TWITTER TO INCREASE TRAVEL & TOURISM NOVEMBER 19, 2014
  2. 2. A Moment on Twitter Twitter’s travel audience Twitter best practices Targeting #Agenda
  3. 3. Meet your Presenters Follow @TwitterTravel & Tweet questions using #TwitterTravel
  4. 4. THE MOMENTS THAT MATTER ARE HAPPENING NOW ON TWITTER
  5. 5. BBC Breaking News @BBCBreaking Russian military gives Ukraine forces in Crimea until 0300GMT to surrender or "face storm" - Ukraine Defence sources bbc.in/NN50Gi
  6. 6. UK in Russia @ukinrussia Russian armed forces installed pro-Russian puppet administration and rail-roaded through referendum vote illegal. #Crimea #Ukraine Russian Embassy, UK @RussianEmbassy @ukinrussia The people of Crimea think otherwise, dear colleagues! Will of people comes first, does it not?
  7. 7. David Cameron @David_Cameron I've been speaking to @BarackObama about the situation in Ukraine. We are united in condemnation of Russia's actions. pic.twitter.com/7Rk2k8iOIK
  8. 8. rob delaney @robdelaney .@David_Cameron @BarackObama Hi guys, I'm on the line now too. Get me up to speed. pic.twitter.com/xhmJG5KpxT
  9. 9. Patrick Stewart @SirPatStew .@robdelaney @David_Cameron @BarackObama I'm now patched in as well. Sorry for the delay. pic.twitter.com/elLQcKcV3w
  10. 10. David Cameron @David_Cameron @SirPatStew Talking to another US President, this time face to face, not on the phone. pic.twitter.com/XoCGACu2nD
  11. 11. THE MOMENTS THAT MATTER ARE HAPPENING NOW ON TWITTER Over 50% of Twitter users say Twitter gives them the latest news faster than any other source Source | Twitter as a live medium UK, Millward Brown Digital, 2014
  12. 12. ENGAGED USERS WHO MATTER TO YOUR BUSINESS 1B TWEETS GENERATED EVERY 2 DAYS 284M MONTHLY ACTIVE TWITTER USERS
  13. 13. 78% OF USERS ACCESS TWITTER ON MOBILE 2X more likely to use when they wake up 181% more likely to use when commuting 119% more likely to use at work or school 3X more likely to use while shopping 2X more likely to use when going to sleep Source: Twitter Internal TWITTER IS HIGHLY MOBILE
  14. 14. WHAT CONTENT DO TRAVELERS WANT TO SEE? 18% featured destination information 17% new travel routes / hotels 20% information on rewards / loyalty programs AWARENESS & DISCOVERY 39% want to see Tweets that will help them find new destinations Source | Twitter Vertical Profile, Millward Brown, 2014
  15. 15. WHAT CONTENT DO TRAVELERS WANT TO SEE? 30% funny / lighthearted content 27% ideas / travel stories 20% info about socially and environmentally responsible business practices ENGAGEMENT 51% want to see Tweets that provide interesting travel related content Source | Twitter Vertical Profile, Millward Brown, 2014
  16. 16. WHAT CONTENT DO TRAVELERS WANT TO SEE? 41% last minute deals 30% contests or promotions 46% discounts / deals exclusive to Twitter PURCHASE 62% want to see Tweets that will help them make a purchase decision Source | Twitter Vertical Profile, Millward Brown, 2014
  17. 17. PROMOTED PRODUCTS
  18. 18. @TwitterAds | Confidential 18 PROMOTED PRODUCTS Booking.com @Bookingcom #Kayak PROMOTED ACCOUNT PROMOTED TREND PROMOTED TWEET Priceline @Priceline The negotiator is working hard to get you amazing deals. Who should he negotiate with next? Promoted By Priceline Increase reach Amplify conversations Drive engagement Build your audience Drive engagement Grow brand advocacy Drive mass awareness Seed conversation Build event buzz Booking.com @Bookingcom #VegasSeason
  19. 19. Twitter Creative PHOTO LEAD GEN APP VIDEO WEBSITE INSTALL
  20. 20. Website Cards - Drive Site Traffic off Twitter • Drive site traffic in single click • Surface relevant site content • Customizable CTA button @TwitterAds | Confidential
  21. 21. The Lead Generation Card yielded an average cost-per-lead 20% lower than @Vegas’ goal Lead Generation Cards on Twitter • Gather name, email address and Twitter handle • User’s information pre-filled • Lead Data stored in CRM tool or Twitter Ads UI
  22. 22. Promoted Video on Twitter • Native Video Player • Cost Per View Pricing • One-Click Playback • Quartile Reporting Initial Results have been strong for Travel clients Visit Myrtle Beach saw a 225% lift in views during this campaign rental car Enterprise @EnterpriseRAC Want to get away? Check out our new Weekend Special starting at $9.99 a day! #GetAwayToday Promoted by Enterprise Wall Street Journal @WSJ The top 10 films of 2012, according to @WSJ reviewer @JoeMorgenstern: on.wsj.com/S7cKnO eMarketer @eMarketer “Mobile Ad Spending Forecast to Increase 4x Over the Next 4 Years” - ow.ly/gxRGI via @Forbes Ad Age @adage Brand Mariah vs. Brand Nikki: Which Diva Judge Will Rule ‘American Idol’? adage.com/u/4Capia William Chan @w1zz1e NBA fans! Check this out. Basketball players are on Egraphs.com as of today =) forbes.com/sites/darrenhe...
  23. 23. Mobile App Promotion on Twitter • Drive mobile app installs and engagement • Cost per app click pricing • Drives to App store or Google Play
  24. 24. TARGETING
  25. 25. Prospecting Conversion Loyalty Interest Look-a-like Followers TV targeting Keyword Search Tailored audiences Overlay with: Mobile (by device) Gender Geography Language Unique targeting opportunities
  26. 26. Target consumers based on their interests eg. Travel, Entertainment, News, Sports eg. Business Travel, Traveling with Kids, Airlines, Hotels, Vacation, Families etc. @TwitterAds | Confidential 26 High Level Mid Level Similar to @Username Broad Specific Focused 25 Top Level 300+ granular interests similar to @usernames eg. @VirginAmerica, @Hotelsdotcom, @Orbitz, @NorthDakota, @Airbnb, @Priceline, @TripAdvisor
  27. 27. Reach consumers in the moment: Keyword Targeting These signals show what a user is experiencing in the moment, and may also reveal the user’s intentions. Sarah Lindberg @sarahe Starting to plan the annual ski vacation... Will it be Park City in Utah or Breckenridge in Colorado? #CantWait Expand vacation + Utah Club Wyndham @ClubWyndham Wyndham Park City & Wyndham Beaver Creek are now accepting reservations for stays in early 2015. Visit myclubwyndham.com to learn more!
  28. 28. Find your audience with TV targeting TV Broadcasts
  29. 29. Bring your own audiences to Twitter with Tailored Audiences Web approach: Visitors to your website CRM approach: “Booked room during the past 12 months” Twitter ID approach: Bio: “Working mom & Foodie” New: Optional use of Exclusion & Lookalike Targeting available
  30. 30. MEASUREMENT
  31. 31. Same device Conversion } Conversion Cross-device Conversion Analytics Extend conversion attribution beyond desktop
  32. 32. CONVERSION METRICS AT ALL LEVELS WITH ONLINE CONVERSION TRACKING PURCHASE SIGN UP SITE VISIT DOWNLOAD ?? CUSTOM Track Conversions by: Interests Handles Keywords Platforms Location Gender Language Shows Tailored Audiences
  33. 33. KEY TAKEAWAYS • The travel audience is active on Twitter • Twitter influences travel decisions • Tweets have evolved to meet your objectives • Reach your audience at any time • Measure your results • Stay tuned for Case Studies
  34. 34. • Questions ?
  35. 35. #THANKYOU

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