How to #Win with Twitter in Travel

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Online Revealed CanadaWindsor, Ontario

April 3, 2013

How to #Win withTwitter in Travel

Presented ByDave Serino

Strategist & Educator

Think! Social Media

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The platform is growing

200M+Active users/month

+100%Year over year growth

ACTIVES

+40%Quarter over quarter growth

120M+Active mobile users/month

MOBILE

+60%Year over year growth

400M+Tweets per day

TWEETS

Source: Twitter internal data, Q4 2012

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60%of active users access Twitter on a mobile device

Twitter Facebook

LinkedIn

23%

18%

6%

% of users whose primary access point is mobile*

1 in 6new Twitter users start on a mobile device

Especially on mobile

Source: Twitter internal data, Q1 2012. Active users are Twitter account holders who have logged in via any platform within the past 30 days | *Complete US 2012

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Travelers Go Mobile!• 40.6% of travelers

use a mobile device• 72.5% of those of

them used them in destination

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Travel Audience on Twitter

Sources: comScore US Plan Metrix Key Measures, [P] Twitter.com, December 2012

1 Searched for 1 ticket/reservatio

n info (last 6 months)

7.8M 4.5M6.7M 1.0M

Searched/motel reservation info (last 6 months)

Searched for vacation

package info (last 6 months)

Resort/Spa as vacation activity (last 12 months)

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Connections

Relationships

Conversions

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Optimize Your Profile

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Establish Your Goals

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TWITTER

Establish Yourself! • Before you begin decide on your brand,

content and strategy 70% - “I want to be a credible source for content

and information on the travel, tourism, hospitality & meeting industry in the areas of online marketing and social media”

30% - “I want to relay my passion for my hobbies and interests: an active life style, family, sports and craft micro brews”

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TWITTER

Develop a Content Strategy that is Engaging, Relevant and Random

• Reflect your tweets back to your goals• Use keyword that are industry/trend specific or

product related• Curate content about area events and activities

into your messaging • Keep tweets at about 90 characters for

“re-tweetablitity”• Tag other Twitter users and utilize relevant

hashtags in your stream

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The #HashTag

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Measure & Analyze

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“The value of sharing ideas and having instant feedback far outweighs the cost.”

- Mary Boone

Meetings Management Consultant

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Twitter Advertising

Case Studies

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BATON ROUGE CVB

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BATON ROUGE CVB

Promoted Tweets

Promoted Accounts

Think! Social Media ran two different types of ads on Twitter for the Baton Rouge CVB:

1) Promoted Tweets 2) Promoted Accounts

• 786,000 Impressions• 1,361 Profile Views• 1,544 Follows

• 42,000 Impressions• 506 Clicks• 9 Retweets• 1 Reply

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ST. PETE/CLEARWATER CVB

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Campaign Results

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Campaign Results

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Key Takeaways – Twitter • Use Twitter data to determine the profiles of your followers

and target those characteristics in your promoted accounts and tweets

• Promoted accounts are the best way to build followers• Be sure your profile is complete and your timeline has current

posts – strong community management is key! • Promoted tweets have limited life. Rotate to them frequently

to stay relevant. • Use promoted tweets to drive people back to your other social

media channels, sweepstakes pages or optimized pages for conversion

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http://44d.me/DaveSerino

Dave SerinoStrategist & Educator

[email protected]

Think! Social Media USA209 West Main Street, Suite 107

Brighton, Michigan 48116www.ThinkSocialMedia.com

Voice: 810-360-0170Cell: 810-623-1505Skype: dave.serino

www.Twitter.com/DaveSerinowww.FaceBook.com/ThinkSocialMedia