Twitter is an excellent tool to communicate with consumers on a one-to-one basis - any time of day. You will learn to approach Twitter, improve your approach and view some tourism case studies.

1. Online Revealed Canada
#ORC2013 – Windsor, Ontario – Canada
Windsor, Ontario
April 3, 2013
How to #Win with
Twitter in Travel
Presented By
Dave Serino
Strategist & Educator
Think! Social Media
@DaveSerino

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@DaveSerino

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@DaveSerino

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The platform is growing
ACTIVES MOBILE TWEETS
200M+ 120M+ 400M+
Active users/month Active mobile users/month Tweets per day
+100% +40% +60%
Year over year growth Quarter over quarter growth Year over year growth
Source: Twitter internal data, Q4 2012
4 @DaveSerino

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Especially on mobile
% of users whose primary access point is mobile*
23%
60%
of active users
access Twitter on 18%
a mobile device
1 in 6
new Twitter users start
on a mobile device 6%
Twitter Facebook LinkedIn
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
5 @DaveSerino

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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
6 @DaveSerino

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Travel Audience on Twitter
7.8M 6.7M 4.5M 1.0M
1 Searched for 1 Searched/motel Searched for
Resort/Spa as
ticket/reservatio reservation info vacation
vacation activity
n info (last 6 (last 6 months) package info
(last 12 months)
months) (last 6 months)
Sources: comScore US Plan Metrix Key Measures, [P] Twitter.com, December 2012
7 @DaveSerino

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@DaveSerino

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@DaveSerino

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TWITTER
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”
@DaveSerino

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TWITTER
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
@DaveSerino

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@DaveSerino

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@DaveSerino

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“The value of sharing
ideas and having
instant feedback far
outweighs the cost.”
- Mary Boone
Meetings Management Consultant
@DaveSerino

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@DaveSerino
BATON ROUGE CVB

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BATON ROUGE CVB
Think! Social Media ran two different types of ads on Twitter for the Baton
Rouge CVB:
1) Promoted Tweets
2) Promoted Accounts
Promoted Tweets
• 42,000 Impressions
• 506 Clicks
• 9 Retweets
• 1 Reply
Promoted Accounts
• 786,000 Impressions
• 1,361 Profile Views
• 1,544 Follows
@DaveSerino

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@DaveSerino
ST. PETE/CLEARWATER CVB

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@DaveSerino

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@DaveSerino
Campaign Results

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@DaveSerino
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
@DaveSerino

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@DaveSerino

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Dave Serino
Strategist & Educator
DaveS@ThinkSocialMedia.com
Think! Social Media USA
209 West Main Street, Suite 107
Brighton, Michigan 48116
www.ThinkSocialMedia.com
Voice: 810-360-0170
Cell: 810-623-1505
Skype: dave.serino
www.Twitter.com/DaveSerino
http://44d.me/DaveSerino
www.FaceBook.com/ThinkSocialMedia
@DaveSerino