TWITTER AND SKIFT WEBINAR

HOW TO USE TWITTER TO INCREASE TRAVEL & TOURISM

NOVEMBER 19, 2014

A Moment on Twitter Twitter’s travel audience Twitter best practices Targeting

#Agenda

Meet your Presenters

Follow @TwitterTravel & Tweet questions using #TwitterTravel

THE MOMENTS THAT MATTER ARE HAPPENING NOW ON TWITTER

BBC Breaking News@BBCBreaking

Russian military gives Ukraine forces in Crimea until 0300GMT to surrender or "face storm" - Ukraine Defence sources bbc.in/NN50Gi 

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?

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

rob delaney@robdelaney

.@David_Cameron @BarackObama Hi guys, I'm on the line now too. Get me up to speed. pic.twitter.com/xhmJG5KpxT

Patrick Stewart@SirPatStew

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

David Cameron@David_Cameron

@SirPatStew Talking to another US President, this time face to face, not on the phone. pic.twitter.com/XoCGACu2nD

ARE HAPPENING NOWON TWITTER

THEMOMENTS

THAT MATTER

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

ENGAGED USERS WHO MATTER TO YOUR BUSINESS

1BTWEETS GENERATED

EVERY 2 DAYS

284MMONTHLY ACTIVE TWITTER USERS

78%OF USERS ACCESS

TWITTER ON MOBILE

Source: Twitter Internal

2X more likely to use when they wake up

181% more likely to use when commuting

3X more likely to use while shopping

119% more likely to use at work or school

2X more likely to use when going to sleep

TWITTER IS HIGHLY MOBILE

WHAT CONTENT DO TRAVELERS WANT TO SEE?

18% featured destination information

17% new travel routes / hotels

20% information on rewards / loyalty programs

Source | Twitter Vertical Profile, Millward Brown, 2014

want to see Tweets that will help them find

new destinations

39%

AWARENESS & DISCOVERY

WHAT CONTENT DO TRAVELERS WANT TO SEE?

30% funny / lighthearted content

27% ideas / travel stories

20% info about socially and environmentally responsible business practices

Source | Twitter Vertical Profile, Millward Brown, 2014

want to see Tweets that provide interesting travel related content

51%

ENGAGEMENT

WHAT CONTENT DO TRAVELERS WANT TO SEE?

41% last minute deals

30% contests or promotions

46% discounts / deals exclusive to Twitter

Source | Twitter Vertical Profile, Millward Brown, 2014

want to see Tweets that will help them make a

purchase decision

62%

PURCHASE

PROMOTED PRODUCTS

@TwitterAds | Confidential 18

Booking.com @Bookingcom

#Kayak

PROMOTED ACCOUNT

PROMOTED TREND

PROMOTED TWEET

Priceline @PricelineThe 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

PROMOTED PRODUCTS

Twitter Creative

LEAD GENPHOTO APP INSTALLWEBSITEVIDEO

@TwitterAds | Confidential

Website Cards - Drive Site Traffic off Twitter

• Drive site traffic in single click • Surface relevant site content • Customizable CTA button

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

• Native Video Player

• Cost Per View Pricing

• One-Click Playback

• Quartile Reporting

Visit Myrtle Beach saw a 225% lift in views

during this campaign

Initial Results have been strong for Travel clients

Promoted Video on Twitter

Wall Street Journal @WSJThe 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 @adageBrand Mariah vs. Brand Nikki: Which Diva Judge Will Rule ‘American Idol’? adage.com/u/4Capia

William Chan @w1zz1eNBA fans! Check this out. Basketball players are on Egraphs.com as of today =) forbes.com/sites/darrenhe...

Enterprise @EnterpriseRACWant to get away? Check out our new Weekend Special starting at $9.99 a day! #GetAwayToday

Promoted by Enterprise

rental car

Mobile App Promotion on Twitter

• Drive mobile app installs

and engagement • Cost per app click

pricing • Drives to App store or

Google Play

TARGETING

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

@TwitterAds | Confidential 26

High Level

Mid Level

Similar to @Username

Broad

Specific

Focused

25 Top Level

300+ granular interests

similar to @usernames

eg. Travel, Entertainment, News, Sports

eg. Business Travel, Traveling with Kids, Airlines, Hotels, Vacation, Families etc.

eg. @VirginAmerica, @Hotelsdotcom, @Orbitz, @NorthDakota, @Airbnb, @Priceline, @TripAdvisor

Target consumers based on their interests

Starting to plan the annual ski vacation... Will it be Park City in Utah or Breckenridge in Colorado? #CantWait

Sarah Lindberg @sarahe

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!

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.

Find your audience with TV targeting TV Broadcasts

Bring your own audiences to Twitterwith 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

MEASUREMENT

Conversion

Conversion

}Same device

Cross-device

Conversion Analytics

Extend conversion attribution beyond desktop

CONVERSION METRICS AT ALL LEVELS WITH ONLINE CONVERSION TRACKING

PURCHASE SIGN UP

SITE VISIT DOWNLOAD

??CUSTOM

Track Conversions by:InterestsHandlesKeywordsPlatformsLocation GenderLanguageShows Tailored Audiences

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

• Questions ?

#THANKYOU