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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
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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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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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
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