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

1. TWITTER AND SKIFT
WEBINAR
HOW TO USE TWITTER TO INCREASE TRAVEL &
TOURISM
NOVEMBER 19, 2014

2. A Moment on Twitter
Twitter’s travel audience
Twitter best practices
Targeting
#Agenda

3. Meet your Presenters
Follow @TwitterTravel & Tweet questions using #TwitterTravel

4. THE MOMENTS THAT MATTER ARE
HAPPENING NOW ON TWITTER

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. 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. 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. 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. Patrick Stewart
@SirPatStew
.@robdelaney @David_Cameron
@BarackObama I'm now patched in as well.
Sorry for the delay.
pic.twitter.com/elLQcKcV3w

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. 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. ENGAGED USERS WHO MATTER TO
YOUR BUSINESS
1B TWEETS GENERATED
EVERY 2 DAYS
284M MONTHLY ACTIVE
TWITTER USERS

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. 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. 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. 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. PROMOTED PRODUCTS

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. Twitter Creative
PHOTO LEAD GEN APP
VIDEO WEBSITE INSTALL

20. Website Cards - Drive Site Traffic off Twitter
• Drive site traffic in single click
• Surface relevant site content
• Customizable CTA button
@TwitterAds | Confidential

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. 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. Mobile App Promotion on Twitter
• Drive mobile app installs
and engagement
• Cost per app click
pricing
• Drives to App store or
Google Play

24. TARGETING

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. 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. 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. Find your audience with TV targeting
TV Broadcasts

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. MEASUREMENT

31. Same device
Conversion
} Conversion Cross-device
Conversion Analytics
Extend conversion attribution beyond desktop

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. 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. • Questions ?

35. #THANKYOU