27. Source | Auto Insights Survey, Twitter & MIllward Brown Digital, Dec 2014
1.4X more likely to use Twitter for
travel
1.3X
more 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 USERS
Twitter 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
28. 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 WOMEN
While both men and women are likely to follow travel brands, men are much more likely
to engage with travel brand tweets
29. 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 INFORMATION
The top ways for the active travel audience to find travel info is through search and by
following travel accounts
55%
61%
26%
31. 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 TWITTER
The activated travel audience turn to twitter throughout their travel journey
40. 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 of
INTEREST OR INTENT
1 5
WIRED @WIRED!
How hacking their instruments helps
measure musicians’ brain activity
word.com/1BRLpga
27 17
41. 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 of
INTEREST OR INTENT
1 5
WIRED @WIRED!
How hacking their instruments helps
measure musicians’ brain activity
word.com/1BRLpga
27 17
58. 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
64. 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
65. 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
66.
67. “Brands don’t have target
markets, they have
target moments”
- Rory Sutherland