twitter at e-tourism summit (sean riley)
TRANSCRIPT
@ADDYNAMO @SEANRILEYSA
FLY WITH ME
#ETAS15
4,176 TWEETS
19,976,926 TWEET IMPRESSIONS
&
MY MOMENT
Since the beginning of time people have been influencing others in 140 characters or less.
- 48 characters
Be the change that you wish to see in the world.
- 117 characters
Anyone who has never made a mistake has never tried anything new.
- 55 characters
If you can’t feed a hundred people, then feed just one.
- 44 characters
It always seems impossible until it is done.
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#TWITTERTOWN
14
!7
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@ChiefKariuki
Twitter is Live Public Conversational
500M TWEETS EVERY DAY
Source | Twitter Internal Data 2014
316M1BILLION
TWITTER AUDIENCE PLATFORM
TRAVEL RELATED TWEETS
973,141,998
WHO IS THE ACTIVE TRAVEL AUDIENCE ON TWITTER?
Source | Auto Insights Survey, Twitter & MIllward Brown Digital, Dec 2014
1.4X more likely to use Twitter for travel
1.3Xmore 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 USERSTwitter 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
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 WOMENWhile both men and women are likely to follow travel brands, men are much more likely to engage with travel brand tweets
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 INFORMATIONThe top ways for the active travel audience to find travel info is through search and by following travel accounts
55%
61%
26%
TWITTER IS USED THROUGHOUT THE JOURNEY
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 TWITTERThe activated travel audience turn to twitter throughout their travel journey
What is the value of a follower? #confidential
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
41%of your followers Tweet
positive experiences
53%of your followers buy
your brand
Twitter is an everyday activity
61%of South Africans access Twitter several times a
day
Twitter & TV 64%of South Africans use
Twitter whilst watching TV
64%Tweet whilst watching
TV
Twitter & Brands
76%South Africans follow
brands
1 in 3South Africans Tweet
about brands
THE POWER OF NOW
CONSUMERS ARE TALKING ABOUT SOMETHING YOU SELL RIGHT NOW
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 ofINTEREST OR INTENT
1 5
WIRED @WIRED!How hacking their instruments helps measure musicians’ brain activity word.com/1BRLpga
27 17
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 ofINTEREST OR INTENT
1 5
WIRED @WIRED!How hacking their instruments helps measure musicians’ brain activity word.com/1BRLpga
27 17
EVERYDAY DRIVES IMPACT
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
PREDICTABLEBETTER PLANNING
+
STRONGER CREATIVE
IMPROVED PERFORMANCE
JAN MAR MAYFEB APR AUG DECJUL SEPJUN NOVOCT
LIVE/CAMPAIGN MOMENTEVERYDAY MOMENT
for your Rugby World Cup moment
DON’T WAIT
5
27 17
5
27 17
422KTWEETS PER YEAR
“LOAD SHEDDING”
Source | Topsy 7/31/14-7/31/15
428KTWEETS PER YEAR
“COFFEE”
Source | Topsy 7/31/14-7/31/15
EVERYDAY MENTIONS SIGNAL INTENT
42%USE TWITTER TO KEEP UP TO DATE
WITH BRANDS
MENTIONS OF WINE OCCUR DAILY
MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY SUNDAY
0
4X
2X
250kTWEETS PER YEAR
“HOLIDAY”
> 1MTWEETS PER YEAR
“VACATION SOUTH AFRICA”
42kTWEETS PER YEAR
“WEDDING VENUE”
329kTWEETS PER YEAR
“SELFIE”
Source | Topsy 7/31/14-7/31/15
VOLUME OF CONVERSATION
WED SATFRITUE THU SUNMON
#weather
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
Film Titanic
Source | Social Guide, Jan 2014
11MTotal Tweets
Everyday Conversations are Predictable Signals Culturally Relevant
EXTEND YOUR CANVAS WITH
TWITTER CARDS
Twitter, Inc.Confidential 2015
TWITTER CARDS
TWEET COPY
140 CHARACTERS
BEYOND 140 CHARACTERS
A TWEET IS MORE THAN 140 CHARACTERS
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
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
“Brands don’t have target markets, they have target moments” - Rory Sutherland
#THANKYOU@ADDYNAMO @SEANRILEYSA