#eTAS14 Presentation - Sonal Patel of Twitter
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#eTAS14 Presentation - Sonal Patel of Twitter
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#eTAS14 Presentation - Sonal Patel of Twitter
- 1. Travel Twitter Reach travel enthusiasts in a live, public, conversational & distributed way. Together, we can reach the consumers you care about the most. @adsolver | Sept, 2014
- 2. #REAL-TIME
- 3. Travel Enthusiasts are ACTIVELY ENGAGING ON TWITTER 4 in 10Twitter users follow travel brands TRAVEL ENTHUSIASTS ARE ACTIVE ON TWITTER 63% use Twitter at least once a day 74% Have retweeted a brand 42%Have made a purchase because of Twitter 34%Tweet about purchases they have made TRAVEL ENTHUSIASTS ENGAGE WITH BRANDS ON TWITTER 63% Follow brands to learn about new products 55%Enter competitions or promotions 61%Follow brands to get discounts or coupons Source: Twitter/DB5, User Profile Study, 2013
- 4. BY THE END OF THIS TALK, THERE WILL HAVE BEEN 3,000+ TWEETS ABOUT “Vacation”
- 5. EVERY SECOND SOMEONE TWEETS ABOUT THEIR “HOTEL”
- 6. EVERY 2 SECONDS SOMEONE TWEETS ABOUT THEIR “FLIGHT”
- 7. Alex J @ajos So ready to go on vacation. Now I just need to book my hotel! #beachtime Marriott Hotels @Marriott A broad variety of hotels with even broader locations; Room offers & deals, follow @Marriott Promoted by Marriott Hotels Every Tweet offers an opportunity
- 8. 5 Essentials
- 9. 1. KNOW YOUR AUDIENCE + Will I am NOT!......
- 10. 1. KNOW YOUR AUDIENCE + Who am I!......
- 11. Confidential 11 Trusted by leading mobile publishers +
- 12. The Traditional CRM Companies are evolving….. 1. KNOW YOUR AUDIENCE SOURCE | Comscore + ORACLE SALESFORCE ADOBE SAS
- 13. 1. KNOW YOUR AUDIENCE + Twitter has evolved…..
- 14. 1. KNOW YOUR AUDIENCE + Twitter has evolved…..
- 15. Confidential + #BetterTogether MoPub + Twitter merges two complementary businesses
- 16. 1. KNOW YOUR AUDIENCE + #RealStory
- 17. 1. KNOW YOUR AUDIENCE + #POSSIBILITIES
- 18. 1. KNOW YOUR AUDIENCE + #LISTENTOYOURAUDIENCE
- 19. 2. BUILD A WIDER AUDIENCE +
- 20. @Airbnb expands awareness of sublet program Challenge Promote a new program of monthly sublets that meets the demand of customers seeking longer-term housing solutions. Solution Used Promoted Tweets to build awareness, share engagement rate a special discount offer and gain new customers. Results 4%+ engagement rate “We can extend the life of a Tweet with Promoted Tweets in timelines, and because of that, we can extend the life of the product launch itself.” Michael Schaecher, Marketing Manager, Airbnb Twitter Case Study | @Airbnb Tweets Airbnb @Airbnb Sublets just got easier, and we'll pay $200 of your rent every month! Learn more here: http://bit.ly/pql1ip Promoted by Airbnb Airbnb @Airbnb Sublets made easy on Airbnb - for $200 off your rent each mo. for up to 6 mo. Use code SUBLETS till 9/8(min 28 days) http://bit.ly/npGfaY Promoted by Airbnb
- 21. MSC Cruises engages Italian youth on Twitter Challenge Reach an audience of 18-34 year olds, maximise engagement and get the target market to consider a cruise holiday when planning their next vacation 420% follower increase in four months 5.76% engagement rate (at peak) Twitter Case Study | @msc_crociere Read full story at business.twitter.com/success-stories/msc-cruises Solution Used Promoted Accounts, Tweets and a Trend to spark conversations around its brand new product: Nave dei Giovani (Youth Cruise) Results “Thanks to Twitter we could reach totally new audiences and get really close to young people. Even people who had never been in a cruise joined the conversation, showing Twitter’s power to influence travelers’ plans and boost word of mouth.” Andrea Guanci Marketing Manager, MSC Cruises 58% lower CPC than other channels Tweets MSC Crociere @MSC_Crociere Scopri la #Navedeigiovani MSC su bit.ly/119nkJO Ogni notte una festa, corsi d’inglese e Ibiza e Palma da vivere al massimo! Promoted by MSC Crociere MSC Crociere @MSC_Crociere Diventa DJ, impara l’inglese e non dormire mai a bordo della #Navedeigiovani. Sette giorni di divertimento totale: bit.ly/119nkJO Promoted by MSC Crociere MSC Crociere @MSC_Crociere Di giorno in spiaggia, di notte in discoteca. Scopri cos'è #navedeigiovani MSC Crociere: www.youtube.com/watch?v=52ISl6uAbLg … Promoted by MSC Crociere
- 22. @statravelUS attracts new customers on Twitter Challenge Build a marketing channel that would attract new customers. 46% increase in new customer entries Twitter Case Study | @statravelUS Read full story at business.twitter.com/success-stories/sta-travel Solution Partnered with New Zealand Tourism to give away a trip to the Rhythm and Vines festival in Gisborne, New Zealand. The company added Promoted Tweets in timelines to target their giveaway to new followers similar to their existing follower base. Results “Promoting Tweets to users who are similar to our followers reached a qualified and untapped audience.” Patrick Evans Social Media Manager, STA Travel Tweets STA Travel U.S. @statravelUS Win a trip to New Zealand for Rhythm and Vines Music Festival with Cut Copy, Grandmaster Flash and More CLICK http://sta.travel/mViE5C STA Travel U.S. @statravelUS Win a trip to New Zealand for Rhythm and Vines Music Festival with Cut Copy, Grandmaster Flash and More CLICK http://sta.travel/mViE5C Promoted by STA Travel U.S. Promoted by STA Travel U.S.
- 23. 3. TWEET REGULARLY +
- 24. Tweet in many ways……
- 25. 3. TWEET REGULARLY (PROVIDE RESOURCE WHEN CONSIDERING) + Brian @brian_overson @RoyalCaribbean Trying to decide between Royal and Carnival. My brother and I are mid twenties. Activities for people our age on RC ships? Tweets Royal Caribbean @RoyalCaribbean @brian-overson Hi Brian, click here for a list of things you can try onboard: bit.ly/z9mOOw. Were you looking at any particular ship? In reply to @brian-overson
- 26. SOURCE | Comscore 3. TWEET REGULARLY (SOCIAL MEDIA IS VIRAL MAXIMISE ON IT) +
- 27. SOURCE | Comscore 3. TWEET REGULARLY (WHEN THINGS DON’T GO RIGHT, + MAKE THEM FUN)
- 28. 4. ENGAGE YOUR FOLLOWERS - FIND THE CONVERSATION
- 29. @HIExpress provides product information Holiday Inn Express uses rich media to showcase hotel amenities and drive consideration By using captivating messaging alongside Direct Response messages, video assets and interesting #StaySmart facts, we’ve been able to drive new followers and create engaging conversation with new consumers via @HIExpress. Heather Balsey SVP Americas Holiday Inn “ “ Holiday Inn Express @HIExpress No beach required. Surf with free internet access in your room! ihg.com/TVSurf #StaySmart pic.twitter.com/CooYYH7qFF Promoted by Holiday Inn Express Jean Chow @jeanchow Just inhaled my first @AnnaBakes cake... so so so good Marketing Land @Marketingland New #Microsoft ads w @robschneider slams Google Docs, saying t’s “not worth the gamble.”
- 30. BEST CAMPAIGNS ARE TO CREATE A MOVEMENT +
- 31. CREATE A MOVEMENT +
- 32. SOURCE | Comscore CREATE A MOVEMENT +
- 33. Airbus @Airbus We have take-off! Our new A350 XWB aircraft has just started its first flight #A350FirstFlight SOURCE | Comscore @Airbus uses Twitter to share maiden flight in real time Challenge Drive awareness and buzz around the launch of its new A350 aircraft, while showcasing its commitment to innovation and excellence Solution Used Twitter to communicate the details of the A350 XWB’s first flight to a global audience as it happened in real time. Used Promoted Tweets in timeline to drive targeted reach to those most likely to be interested in its message “Twitter enabled us to provide excellent insights into our aircraft and its journey. For example, we tweeted live content from the cockpit radio, enabling Twitter users to hear the chief test pilot’s views. This kind of new and fresh content is great for our brand.” Emma Boya Head of Social Media, Airbus Twitter Case Study | @Airbus Read full story at business.twitter.com/success-stories/airbus Results Trended organically 15x (#A350FirstFlight) 10.6% engagement rate at peak +4K new followers in one day Tweets Promoted by Airbus Airbus @Airbus Watch our new A350 XWB aircraft carry out a flypast in Toulouse as part of its first flight #A350FirstFlight vine.co/v/blEDhtA7aIO Promoted by Airbus
- 34. 5. TRACK YOUR SUCCESS & + LISTEN TO YOUR AUDIENCE Campaign name
- 35. 5. TRACK YOUR SUCCESS & + LISTEN TO YOUR AUDIENCE
- 36. @TwitterAds | Confidential Twitter brings you closer 36 36
- 38. Thank You!
Notas del editor
- By the time our meeting ends, there will have been more than 3,000+ new Tweets about “vacation”. [Terms used] vacation #vacation #needavacation “need a vacation” “go on holiday” “go on a holiday” “on holiday” #onholiday #onaholiday “go on vacation” #needvacation “need vacation” “on vacation” #onvacation vacation #vacations
- someone, somewhere, Tweets about their “hotel”. Terms: #myhotel #hotels hotels “my hotel” #hotel hotel
- , someone, somewhere, Tweets about their “hotel”. Terms: “my flight” #airline airline flight #flight “my flight”
- Every single one of those Tweets sends-off a public signal - and gives your brand the an opportunity to engage with the consumer, in the moment. In this case, when Alex Tweets about needing to book his hotel, it’s an opportunity for IHG to acquire a new follower and build brand loyalty.
- http://www.comscore.com/Insights/Blog/Theres_a_20_Billion_Pot_of_Gold_at_the_End_of_the_Mobile_Advertising_Rainbow
- http://www.comscore.com/Insights/Blog/Theres_a_20_Billion_Pot_of_Gold_at_the_End_of_the_Mobile_Advertising_Rainbow
- Putting Mopub and Twitter together we blend scale, brand, performance and open up doors for all types of sophisticated targeting.
- For example, this is Chloe, who is rocking out at a Pharrell Williams concert in San Francisco. Note: This is a great video. It is fun to let it run for a while!