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  • .
  • De key take-away is dat verhalen het merk van een bestemming bouwen. Dit kunnen positieve, maar ook negatieve verhalen zijn.
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  • 1. Vancouver | Detroit | Amsterdam | Sydney ISABEL MOSK @ISABELMOSK
  • 2. Think!Amsterdam Robyn @ BCRobyn William @Wilhelmus come say hi We believe that the travel experiences enhances people’s lives and that tourism makes the world a better place.
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  • 6. Think!Amsterdam People under the age of 30 don’t know life without the internet.
  • 7. Think!Amsterdam TRUST  recommendations from people you know: 92%  consumer opinions posted online: 70%  advertising: 47% Nielsen Global Trust in Advertising and Brand Messages April 2012
  • 8. Think!Amsterdam gapingvoid.com
  • 9. Think!Amsterdam TRIPADVISOR UNDERSTANDS THIS
  • 10. Think!Amsterdam IMPACT ON TRAVEL AND TOURISM 81% of travellers said reviews were important when deciding which hotel to stay at.* 83% of travellers usually or always consult TripAdvisor reviews before booking a hotel.** 75% of travellers said their holiday was better because they used reviews to make sure they picked the best place for them.** * Forrester, 2011 ** Phocuswright, 2011 *** Skyscanner, 2011 52% of Facebookers said “that seeing friends’ holiday pictures had inspired them to book a holiday to the same place.***
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  • 17. Think!Amsterdam KEY TAKE-AWAYS 1. Social media is a trusted source of information
  • 18. Think!Amsterdam Facebook user 150 friends 15,000 friends of friends 1,500,000 friends of friends THE NETWORK EFFECT OF SOCIAL MEDIA
  • 19. Think!Amsterdam http://www.tourism.australia.com/en-au/documents/Corporate%20-%20Markets/Industry_Briefing_Sydney.pdf MARKETING TO FRIENDS OF FANS
  • 20. Think!Amsterdam THE NETWORK STRATEGY
  • 21. Think!Amsterdam KEY TAKE-AWAYS 1. Social Media is a trusted source 2. The network effect generates reach
  • 22. Think!Amsterdam TRAVELLERS SHARE THEIR STORIES
  • 23. Think!Amsterdam
  • 24. Think!Amsterdam EFFECTIVENESS & EFFICIENCY advertising storiesX
  • 25. Think!Amsterdam ++-- GOAL: NARROW THE FUNNEL Awareness Consideration Intent Purchase Visit ineffective use of resources
  • 26. Think!Amsterdam KEY TAKE-AWAYS 1. Social Media is a trusted source 2. The network effect generates reach 3. Traditional marketing has lost it’s effectiveness and efficiency
  • 27. Think!Amsterdam Tourism brand •The sum of stories people hear •The sum of experiences people have
  • 28. Think!Amsterdam STORYTELLING; A DESTINATION IS THE STAGE
  • 29. Think!Amsterdam FEEDBACK LOOPS Awareness Consideration Interested Purchase Visit Evaluate
  • 30. Think!Amsterdam POSITIVE DESTINATION EXPERIENCES
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  • 34. Think!Amsterdam NEGATIVE DESTINATION EXPERIENCES Bad destination experiences Negative influencer experience Politically motivated boycotts Natural disasters
  • 35. Think!Amsterdam
  • 36. Think!Amsterdam SOCIAL MEDIA MONITORING
  • 37. Think!Amsterdam KEY TAKE-AWAYS 1. Social Media is a trusted source 2. The network effect generates reach 3. Traditional marketing has lost it’s effectiveness and efficiency 4. Stories build a destination brand
  • 38. Think!Amsterdam GET PEOPLE TALKING AND THEY’LL DO THE MARKETING FOR YOU
  • 39. Think!Amsterdam PASSIONATE COMMUNITIES Passion Influencers Community Everybody else
  • 40. Think!Amsterdam
  • 41. Think!Amsterdam PASSIONATE COMMUNITIES Fashion Fashion bloggers Fashion community Everybody else
  • 42. Think!Amsterdam GET PEOPLE TALKING
  • 43. Think!Amsterdam REMARKABLE CONTENT
  • 44. Think!Amsterdam REMARKABLE BLOG TRIP #soultrip Oostende
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  • 47. Think!Amsterdam KEY TAKE-AWAYS 1. Social Media is a trusted source 2. The network effect generates reach 3. Traditional marketing has lost it’s effectiveness and efficiency 4. Stories build a destination brand 5. Niche communities start storytelling
  • 48. Think!Amsterdam SOCIAL AT THE CORE OF MARKETING
  • 49. Think!Amsterdam GUIDE PHOTO SELECTION
  • 50. Think!Amsterdam CONFERENCES
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  • 64. Think!Amsterdam FANS AND REACH Friends of fans 4.872.132 9.666 Fans
  • 65. Think!Amsterdam
  • 66. Think!Amsterdam KEY TAKE-AWAYS 1. Social Media is a trusted source 2. The network effect generates reach 3. Traditional marketing has lost it’s effectiveness and efficiency 4. Stories build a destination brand 5. Niche communities start storytelling 6. Social at the core of your marketing
  • 67. Think!Amsterdam Thank you & stay in touch! @isabelmosk isabel@thinksocialmedia.com