twitter at e-tourism summit (sean riley)

@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

@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

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

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


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


Marnie the Dog!@MarnieTheDog

Running errands #derp


V I N E

Vine

12:00 PM

Tweet


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


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.


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


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


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


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

twitter at e-tourism summit (sean riley)

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