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Presentation by Sean Riley from Twitter at ETEA14 in Nairobi...TRANSCRIPT
Travel with Twitter@addynamo @seanrileysa
&
271 MILLION+ active global users
Source | Twitter Internal, 2014
500 MILLION Tweets per day
Source | Twitter Internal, 2014
> 80% OVER 18 YEARS OLD
Source | Twitter Internal, 2014
61%
Twitter is an everyday activity
The following shows how, what & why they do...
of users visit Twitter everyday and more than two in five engage several times a day
#MarketingInTheMoment
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#twittertown !
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Live Public Conversational
Everyday conversations are your marketing moment
@TwitterAds | Confidential
#runVOLUME OF CONVERSATION
WED SATFRITUE THU SUNMON
@twitteradsuk | Confidential
@TwitterAds | Confidential@TwitterAds | Confidential
Highlighting cool product
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
Mon Tue Wed Thur Fri Sat Sun
Need a Break Relaxed
Source | Topsy, Kenya
What is distinct or known about an event?
#WorldCup
Lufthansa @lufthansa
The best extra weight we've ever carried!
Plan for unexpected moments
Two-way conversations are your marketing moment
@TwitterAdsUK
Tweets
LauraEllen @Laura_ellenxx
Can tell I like chocolate abit too much when I’m following @KITKAT and @Oreo hahahaha
@TwitterAdsUK
KITKAT @KITKAT
The fight for @Laura_ellenxx’s affections is on. @oreo your move #haveabreak twitpic.com/cb1g84
@TwitterAdsUK
Oreo Cookie @Oreo
Sorry, @kitkat we couldn’t resist... #GiveOreoABreak pic.twitter.com/iMXjChetOa
#PromotedProducts Build a community & amplify your brand
3 Products
Reach the right person, at the right moment
Followers Look-a-likes Interests Keywords Search
TV Tailored audiences
Overlay with
MobileGenderLocation Language
Everyday Moments in Travel
30M#photo mentions in a month
72BMentions Tweet Impressions
37,000and closer to home, in Kenya…
182MMentions Tweet Impressions
5,000potential reach from a single
Tweet
6,464Mentions of #safari & #Kenya in the past 90 days generating 27 Million Tweet impressions
On Twitter, worldwide
14,489Mentions of #safari in the past 90 days generating 121 Million Tweet impressions
On Twitter, in Kenya
8,351potential reach from a single
Tweet
42 hours spent online planning a 4 day trip
Sharing!
Dreaming!
Planning!
Booking!
Experiencing!
44% - 18.5 hours!
31% - 13 hours !
2% - 1 hour !
23% - 10 hours !
Source: BCG – The Digital Road to Earning Travelers Trust !
2.5x more conversation during a safari holiday
Those sharing have a large influence on those planning or aspiring
holiday + beach!#Plan
Help? Weekend getaway from Joburg… ideas?
@millionthrillsSun International
Promoted by Sun International
Only 2 hours away from JHB. bit.ly/56xx
#Plan
15 replies
Top 5 Sales of all time
5,000New Followers
Organic Trending15x
39,434Engagements in 5 days
People reached11M
Twitter is a bridge, not an island
68% of your followers visit your website
53% uplift in web search for a travel brand if the user was first exposed to a Tweet
A follower is 58% more likely to buy your product
A follower is 2.5x more likely to Tweet a positive experience
#asantesana@addynamo @seanrileysa