Experimenting with Twitter ads for tourism: Ep #27

Tourism Tweetup the Podcast

English - May 19, 2015 01:55 - 30 minutes - 35.7 MB - ★★★★★ - 1 rating
Business Society & Culture Places & Travel Homepage Download Apple Podcasts Google Podcasts Overcast Castro Pocket Casts RSS feed

Previous Episode: Social media activities in the guided holiday sector: Ep #26

Next Episode: Insights into Travel Oregon’s tourism marketing campaign: Ep #28

Experimenting with Twitter ads for tourism

In this episode of Tourism Tweetup the podcast we chat to Theresa Overby who manages social media for Louisiana Travel about their recent Twitter ads campaign. A fantastic podcast for those wanting to focus on using Twitter in their tourism marketing activities

We start off by talking about Twitter in general and why it is important. Theresa explains that she sees Twitter as an 'ignition' point for brands. It has a great discovery quality and it allows the user to personalise their brand and give it a voice. Theresa says she has found Twitter to be an effective tool for establishing community and starting conversations. This is important as Twitter gives the opportunity for a destination to take on a personality. People are talking about brands and destinations whether you (as the brand) are active on social media or not, with Twitter you can listen to what they are saying and jump into the conversation and add value.

One of the reasons to consider Twitter ads is as a way to grow your Twitter followers. The reason why you would want to do this as Theresa explains at the 6.30 minute mark - social proof, brand authority, be competitive (listen in for more details.

The other reasons for Twitter ads was to grow engagement and as Theresa says "we just really wanted to have a big conversation around Louisiana" (so timing was important, the timing was selected as there was lots to talk about at that time). They saw it as a great time to experiment with lots of different types of Twitter ads and Twitter conversations.

Around the 8.30 minute mark Theresa discusses the different Twitter ads and some of the results they had through experimenting (you'll want to listen to this) including Promoted Accounts (goal to grow following), Twitter cards and the other ad types. Promoted Tweets, website cards, Tweets with images and links. They also experimented with Twitter videos.

"We tested sometimes the same content but with a different delivery method and we would see a swing of as much as 4% in the engagement rate."

[Tweet ""Anyone who is using Twitter ads, experiment - says @TheresaOverby.""]

The platform is really good for testing - as it is so nimble.

Around the 12 minute mark Theresa discusses content pillars and themes for the campaign.

When looking at targeting they had some very interesting results when they looked at targeting through the TV targeting. Listen in to hear more about this and some of the crazy cool results they received and some tips for you!

Fan of #TrueDetective? Here are 7 Louisiana film locations you can visit. http://t.co/OMco78aBRDpic.twitter.com/kLLbSPel8u

— Louisiana Travel (@louisianatravel) December 23, 2014

A secondary goal was driving traffic to the website and the above target type did this.

Theresa shares with us all their campaign results! Tune in from about the 17 minute mark.

[Tweet ""Don't use a lot of hashtags or clickable items other than things you want people to engage with""]

From the 27 minute mark Theresa share things that are getting her excited in the tourism marketing space!

Follow Theresa on Twitter https://twitter.com/theresaoverby

The post Experimenting with Twitter ads for tourism: Ep #27 appeared first on Holly G.

Experimenting with Twitter ads for tourism

We start off by talking about Twitter in general and why it is important. Theresa explains that she sees Twitter as an ‘ignition’ point for brands. It has a great discovery quality and it allows the user to personalise their brand and give it a voice. Theresa says she has found Twitter to be an effective tool for establishing community and starting conversations. This is important as Twitter gives the opportunity for a destination to take on a personality. People are talking about brands and destinations whether you (as the brand) are active on social media or not, with Twitter you can listen to what they are saying and jump into the conversation and add value.

One of the reasons to consider Twitter ads is as a way to grow your Twitter followers. The reason why you would want to do this as Theresa explains at the 6.30 minute mark – social proof, brand authority, be competitive (listen in for more details.

The other reasons for Twitter ads was to grow engagement and as Theresa says “we just really wanted to have a big conversation around Louisiana” (so timing was important, the timing was selected as there was lots to talk about at that time). They saw it as a great time to experiment with lots of different types of Twitter ads and Twitter conversations.

Around the 8.30 minute mark Theresa discusses the different Twitter ads and some of the results they had through experimenting (you’ll want to listen to this) including Promoted Accounts (goal to grow following), Twitter cards and the other ad types. Promoted Tweets, website cards, Tweets with images and links. They also experimented with Twitter videos.

“We tested sometimes the same content but with a different delivery method and we would see a swing of as much as 4% in the engagement rate.”

“Anyone who is using Twitter ads, experiment – says @TheresaOverby.”
Click To Tweet

The platform is really good for testing – as it is so nimble.

Around the 12 minute mark Theresa discusses content pillars and themes for the campaign.

Fan of #TrueDetective? Here are 7 Louisiana film locations you can visit. http://t.co/OMco78aBRD pic.twitter.com/kLLbSPel8u

— Louisiana Travel (@louisianatravel) December 23, 2014

A secondary goal was driving traffic to the website and the above target type did this.