This document discusses how Twitter can be used for travel marketing. It provides statistics on travel-related tweets and profiles the active travel audience on Twitter, noting that they are more likely to use Twitter throughout their travel journey for purposes like planning, inspiration, and sharing experiences. The document then discusses how everyday conversations on Twitter present opportunities for travel brands to engage audiences interested in topics like holidays, safaris, and wildlife. It also promotes the use of Twitter Cards to extend the canvas beyond 140 characters.

1. @ADDYNAMO @JACQUICOOKS
TRAVEL
WITH
ME

2. #ETEA15
107
TWEETS
992,369
TWEET IMPRESSIONS

3. &

4. MY MOMENT

5. Since the beginning of time people have been
influencing others in 140 characters or less.

6. - 48 characters
Be the
change that
you wish to
see in the
world.

7. - 117 characters
Anyone who
has never
made a
mistake has
never tried
anything
new.

8. - 55 characters
If you can’t
feed a
hundred
people, then
feed just
one.

9. - 44 characters
It always
seems
impossible
until it is
done.

12. Slide title
Subtitle
Body copy

13. 13
#TWITTERTOWN

14. 14 !7

15. 15

17. 17

19. @ChiefKariuki

21. Twitter is
Live
Public
Conversational

22. 500M TWEETS
EVERY DAY
Source | Twitter Internal Data 2014

23. 316M1BILLION
TWITTER AUDIENCE PLATFORM

25. TRAVEL RELATED TWEETS
973,141,998

26. WHO IS THE ACTIVE TRAVEL
AUDIENCE ON TWITTER?

27. Source | Auto Insights Survey, Twitter & MIllward Brown Digital, Dec 2014
1.4X more likely to use Twitter for
travel
1.3X
more likely to find Twitter
content valuable when they’re
on vacation
1.4X more likely to look to Twitter
content while planning a vacation
VALUABLE CONSUMERS AND ACTIVE USERS
Twitter users that are engaged in the travel category (by following travel brands,
engaging with travel Promoted Tweets) become more valuable and invested consumers
1.5X More likely to take 3+ vacation/year

28. Source | Travel Insights Survey, Twitter & MIllward Brown Digital, Dec 2014
*The sum of men and women do not equal 100% as a small percentage of users gender is unknown
Followers are more likely to be
women
FOLLOWERS
Men are more likely to engage
with an travel brand tweet than
follow the brand
ENGAGERS
46%
52%
65%
34%
Men Women
A MIX OF MEN AND WOMEN
While both men and women are likely to follow travel brands, men are much more likely
to engage with travel brand tweets

29. Source | Travel Insights Survey, Twitter & MIllward Brown Digital, Dec 2014; Indices compared to General Twitter Audience
How the activated audience uses Twitter for travel
Search
Follow travel brands and opinion leaders
Tweet at travel brands
THEY SEARCH, FOLLOW AND TWEET TO
FIND TRAVEL INFORMATION
The top ways for the active travel audience to find travel info is through search and by
following travel accounts
55%
61%
26%

30. TWITTER IS USED
THROUGHOUT THE JOURNEY

31. Source | Travel Insights Survey, Twitter & MIllward Brown Digital, Dec 2014
2X 1.6X 1.6X
…as likely to use Twitter
after a trip
…as likely to use Twitter
when making travel
decisions
…as likely to use Twitter
when looking for
inspiration
1.8X
…as likely to use Twitter
while on vacation
The Activated Travel Audience is….
…compared to general Twitter users.
CONSISTENTLY RELY ON TWITTER
The activated travel audience turn to twitter throughout their travel journey

32. What is the value
of a follower?
#confidential

33. 68%
of your followers visit
your website
53%
of your followers search
for your brand
30%
of your followers visit
your brand’s physical
location

34. 41%
of your followers Tweet
positive experiences
53%
of your followers buy
your brand

35. Twitter is an
everyday
activity
61%
of users access Twitter
several times a day

36. Twitter & TV 64%
of users tweet whilst
watching TV

37. Twitter &
Brands
76%users follow brands
1 in 3users Tweet about
brands

38. THE POWER OF NOW

39. CONSUMERS ARE TALKING
ABOUT SOMETHING YOU SELL
RIGHT NOW

40. renee @renastyyyy!
you can literally see the passion in
valentino’s eyes when he talks about
fashion and the way he fell in love with it
Brodes @BrodieMart55!
In desperate need of a new car
Matty. @matty_selley!
Hungry but no food
73 114
294229
every Tweet is a signal of
INTEREST OR INTENT
1 5
WIRED @WIRED!
How hacking their instruments helps
measure musicians’ brain activity
word.com/1BRLpga
27 17

41. renee @renastyyyy!
you can literally see the passion in
valentino’s eyes when he talks about
fashion and the way he fell in love with it
Brodes @BrodieMart55!
In desperate need of a new car
Matty. @matty_selley!
Hungry but no food
73 114
294229
every Tweet is a signal of
INTEREST OR INTENT
1 5
WIRED @WIRED!
How hacking their instruments helps
measure musicians’ brain activity
word.com/1BRLpga
27 17

42. 67K+TWEETS PER YEAR
“HOLIDAY”
Source | Topsy 9/1/14-9/1/15

43. 42K+TWEETS PER YEAR
“RUGBY”
Source | Topsy 9/1/14-9/1/15

44. 42K+TWEETS PER YEAR
“UGALI”
Source | Topsy 9/1/14-9/1/15

45. 42K+TWEETS PER YEAR
“WILDLIFE”
Source | Topsy 9/1/14-9/1/15

46. 75K+TWEETS PER YEAR
“SAFARI”
Source | Topsy 9/1/14-9/1/15

47. 6K+TWEETS PER YEAR
“SAFARI” GLOBALLY
Source | Topsy 9/1/14-9/1/15

48. 19K+TWEETS PER YEAR
“MIGRATION”
Source | Topsy 9/1/14-9/1/15

49. EVERYDAY DRIVES IMPACT

50. 2.4X
MORE
RETWEETS
C O N F I D E N T I A L
EVERYDAY POWERS
BRAND CONVERSATIONS
2.1X
MORE
MENTIONS
2.6X
GREATER
SOV
Source | Brilliant Noise 2014

51. PREDICTABLE
BETTER PLANNING
+
STRONGER CREATIVE
IMPROVED
PERFORMANCE

52. JAN MAR MAYFEB APR AUG DECJUL SEPJUN NOVOCT
LIVE/CAMPAIGN MOMENTEVERYDAY MOMENT
for your #Obama moment
DON’T WAIT

53. 18K+
#OBAMAHOMECOMING
Source | Topsy 1/1/15-9/29/15

54. 103K+TWEETS PER YEAR
“OBAMA”
Source | Topsy 1/1/14-1/1/15

55. 5
27 17

56. 5
27 17

57. VOLUME OF CONVERSATION
WED SATFRITUE THU SUNMON
#weather

58. Thomas Cook
@ThomasCookUK
RETWEET if you love sunshine, warm seas &
cute kittens! OK, we can’t help with kittens,
but we are offering a £200 voucher!!
#WinItWednesday
Reply Retweet Favorite More

59. Film Titanic
Source | Social Guide, Jan 2014

60. 11M
Total Tweets

61. Everyday Conversations are
Predictable
Signals of Intent
Culturally Relevant

62. EXTEND YOUR CANVAS WITH
TWITTER CARDS

63. Twitter, Inc.
Confidential 2015
TWITTER
CARDS
TWEET
COPY
140 CHARACTERS
BEYOND 140 CHARACTERS
A TWEET IS
MORE THAN 140
CHARACTERS

64. T W I T T E R
C A R D S
I M A G E
12:00 PM
Tweet
Timelines Notifications Messages Me
Reply to Samsung Mobile US
Samsung Mobile US!
@samsungmobileUS
Suddenly your “page turner” seems less interesting. #GearS
Promoted by Samsung Mobile US
9/19/14, 12:00 PM
G A L L E R Y
12:00 PM
Tweet
Timelines Notifications Messages Me
Reply to Buzzed
Buzzfeed!
@Buzzfeed
This Couple Just Had The Classiest Star Wars Wedding Ever
http://bzfd.it/1K98D1o
Promoted by Buzzfeed
G I F
12:00 PM
Tweet
Timelines Notifications Messages Me
Marnie the Dog!
@MarnieTheDog
Running errands #derp
Promoted by Samsung Mobile US
V I N E
Vine
12:00 PM
Tweet
Timelines Notifications Messages Me
Earth Magic!
@MarnieTheDog
Rainbow over a frozen landscape.
Promoted by Earth Magic
Reply to Earth Pics
GIF

65. T W I T T E R
C A R D S
A P P
12:00 PM
Tweet
Timelines Notifications Messages Me
Reply to Samsung Mobile US
Samsung Mobile US!
@samsungmobileUS
“Why, yes, this is the new #GalaxyNote4.” Get used to saying it
because people will ask.
Promoted by Samsung Mobile US
9/19/14, 12:00 PM
Samsung Mobile US
Galaxy Note 4 – Do you Note?
Meet the new Galaxy Note 4 - with the best screen we’ve ever put on a phone. It’s great for multi-tasking.
V I D E O
12:00 PM
Tweet
Timelines Notifications Messages Me
Don Julio Tequila!
@donjulio
Find A Store Near You
W E B S I T E
View now
Savor the summer with Crafted Don Julio Cocktails. Find a store near
you.
Reply to Don Julio Tequila
Promoted by Don Julio Tequila
9/19/14, 12:00 PM
12:00 PM
Tweet
Timelines Notifications Messages Me
Reply to Foo Fighters
Foo Fighters!
@foofighters
This next one’s the first song on our new album! Listen Here
itunes.com/sfn.
Promoted by Foo Fighters
9/19/14, 12:00 PM
A U D I O
Something From Nothing
Foo Fighters
@foofighters
iTunes
12:00 PM
Tweet
Timelines Notifications Messages Me
Clash of Clans!
@ClashofClans
Find A Store Near You Download
Hey Chief! Learn how to master the Lightning spell. Get the new Clash
of Clans now
Reply to Clash of Clans
Promoted by Clash of Clans
9/19/14, 12:00 PM
Promoted by The Verge
L E A D G E N

67. “Brands don’t have target
markets, they have
target moments”
- Rory Sutherland

68. #THANKYOU
@ADDYNAMO @JACQUICOOKS