Outlook for NI tourism 20 th March 2015 NIHF Tourism Summit Helen McDermott.
Twitter at E-Tourism Summit
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Transcript of Twitter at E-Tourism Summit
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%
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
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
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
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
JAN MAR MAYFEB APR AUG DECJUL SEPJUN NOVOCT
LIVE/CAMPAIGN MOMENTEVERYDAY MOMENT
for your #Obama moment
DON’T WAIT
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
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