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Vancouver | Detroit | Amsterdam | Sydney
ISABEL MOSK
@ISABELMOSK
Think!Amsterdam
Robyn
@ BCRobyn
William
@Wilhelmus
come say hi
We believe that the travel
experiences enhances people’s
li...
Think!Amsterdam
Think!Amsterdam
Think!Amsterdam
Think!Amsterdam
People under
the age of 30
don’t know life
without the
internet.
Think!Amsterdam
TRUST

recomme...
Think!Amsterdam
gapingvoid.com
Think!Amsterdam
TRIPADVISOR UNDERSTANDS THIS
Think!Amsterdam
IMPACT ON TRAVEL AND TOURISM
81% of travellers
said reviews were
important when
deciding which
hotel to st...
Think!Amsterdam
Think!Amsterdam
Think!Amsterdam
Think!Amsterdam
Think!Amsterdam
Think!Amsterdam
Think!Amsterdam
KEY TAKE-AWAYS
1. Social media is a trusted source of
information
Think!Amsterdam
Facebook
user
150
friends
15,000
friends of friends
1,500,000
friends of friends
THE NETWORK EFFECT OF SOC...
Think!Amsterdam
http://www.tourism.australia.com/en-au/documents/Corporate%20-%20Markets/Industry_Briefing_Sydney.pdf
MARK...
Think!Amsterdam
THE NETWORK STRATEGY
Think!Amsterdam
KEY TAKE-AWAYS
1. Social Media is a trusted source
2. The network effect generates reach
Think!Amsterdam
TRAVELLERS SHARE THEIR STORIES
Think!Amsterdam
Think!Amsterdam
EFFECTIVENESS & EFFICIENCY
advertising storiesX
Think!Amsterdam
++--
GOAL: NARROW THE FUNNEL
Awareness
Consideration
Intent
Purchase
Visit
ineffective use of resources
Think!Amsterdam
KEY TAKE-AWAYS
1. Social Media is a trusted source
2. The network effect generates reach
3. Traditional ma...
Think!Amsterdam
Tourism brand
•The sum of stories people hear
•The sum of experiences people have
Think!Amsterdam
STORYTELLING; A DESTINATION IS THE STAGE
Think!Amsterdam
FEEDBACK LOOPS
Awareness
Consideration
Interested
Purchase
Visit
Evaluate
Think!Amsterdam
POSITIVE DESTINATION EXPERIENCES
Think!Amsterdam
Think!Amsterdam
Think!Amsterdam
Think!Amsterdam
NEGATIVE DESTINATION EXPERIENCES
Bad destination experiences Negative influencer experience
Politically mo...
Think!Amsterdam
Think!Amsterdam
SOCIAL MEDIA MONITORING
Think!Amsterdam
KEY TAKE-AWAYS
1. Social Media is a trusted source
2. The network effect generates reach
3. Traditional ma...
Think!Amsterdam
GET PEOPLE TALKING AND THEY’LL DO THE
MARKETING FOR YOU
Think!Amsterdam
PASSIONATE COMMUNITIES
Passion
Influencers
Community
Everybody
else
Think!Amsterdam
Think!Amsterdam
PASSIONATE COMMUNITIES
Fashion
Fashion
bloggers
Fashion
community
Everybody
else
Think!Amsterdam
GET PEOPLE TALKING
Think!Amsterdam
REMARKABLE CONTENT
Think!Amsterdam
REMARKABLE BLOG TRIP
#soultrip Oostende
Think!Amsterdam
Think!Amsterdam
Think!Amsterdam
KEY TAKE-AWAYS
1. Social Media is a trusted source
2. The network effect generates reach
3. Traditional ma...
Think!Amsterdam
SOCIAL AT THE CORE OF MARKETING
Think!Amsterdam
GUIDE PHOTO SELECTION
Think!Amsterdam
CONFERENCES
Think!Amsterdam
Think!Amsterdam
Think!Amsterdam
Think!Amsterdam
Think!Amsterdam
Think!Amsterdam
Think!Amsterdam
Think!Amsterdam
Think!Amsterdam
Think!Amsterdam
Think!Amsterdam
Think!Amsterdam
Think!Amsterdam
Think!Amsterdam
FANS AND REACH
Friends of fans
4.872.132
9.666
Fans
Think!Amsterdam
Think!Amsterdam
KEY TAKE-AWAYS
1. Social Media is a trusted source
2. The network effect generates reach
3. Traditional ma...
Think!Amsterdam
Thank you &
stay in touch!
@isabelmosk
isabel@thinksocialmedia.com
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Presentatie Inholland

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  • Transcript of "Presentatie Inholland"

    1. 1. Vancouver | Detroit | Amsterdam | Sydney ISABEL MOSK @ISABELMOSK
    2. 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.
    3. 3. Think!Amsterdam
    4. 4. Think!Amsterdam
    5. 5. Think!Amsterdam
    6. 6. Think!Amsterdam People under the age of 30 don’t know life without the internet.
    7. 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. 8. Think!Amsterdam gapingvoid.com
    9. 9. Think!Amsterdam TRIPADVISOR UNDERSTANDS THIS
    10. 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.***
    11. 11. Think!Amsterdam
    12. 12. Think!Amsterdam
    13. 13. Think!Amsterdam
    14. 14. Think!Amsterdam
    15. 15. Think!Amsterdam
    16. 16. Think!Amsterdam
    17. 17. Think!Amsterdam KEY TAKE-AWAYS 1. Social media is a trusted source of information
    18. 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. 19. Think!Amsterdam http://www.tourism.australia.com/en-au/documents/Corporate%20-%20Markets/Industry_Briefing_Sydney.pdf MARKETING TO FRIENDS OF FANS
    20. 20. Think!Amsterdam THE NETWORK STRATEGY
    21. 21. Think!Amsterdam KEY TAKE-AWAYS 1. Social Media is a trusted source 2. The network effect generates reach
    22. 22. Think!Amsterdam TRAVELLERS SHARE THEIR STORIES
    23. 23. Think!Amsterdam
    24. 24. Think!Amsterdam EFFECTIVENESS & EFFICIENCY advertising storiesX
    25. 25. Think!Amsterdam ++-- GOAL: NARROW THE FUNNEL Awareness Consideration Intent Purchase Visit ineffective use of resources
    26. 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. 27. Think!Amsterdam Tourism brand •The sum of stories people hear •The sum of experiences people have
    28. 28. Think!Amsterdam STORYTELLING; A DESTINATION IS THE STAGE
    29. 29. Think!Amsterdam FEEDBACK LOOPS Awareness Consideration Interested Purchase Visit Evaluate
    30. 30. Think!Amsterdam POSITIVE DESTINATION EXPERIENCES
    31. 31. Think!Amsterdam
    32. 32. Think!Amsterdam
    33. 33. Think!Amsterdam
    34. 34. Think!Amsterdam NEGATIVE DESTINATION EXPERIENCES Bad destination experiences Negative influencer experience Politically motivated boycotts Natural disasters
    35. 35. Think!Amsterdam
    36. 36. Think!Amsterdam SOCIAL MEDIA MONITORING
    37. 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. 38. Think!Amsterdam GET PEOPLE TALKING AND THEY’LL DO THE MARKETING FOR YOU
    39. 39. Think!Amsterdam PASSIONATE COMMUNITIES Passion Influencers Community Everybody else
    40. 40. Think!Amsterdam
    41. 41. Think!Amsterdam PASSIONATE COMMUNITIES Fashion Fashion bloggers Fashion community Everybody else
    42. 42. Think!Amsterdam GET PEOPLE TALKING
    43. 43. Think!Amsterdam REMARKABLE CONTENT
    44. 44. Think!Amsterdam REMARKABLE BLOG TRIP #soultrip Oostende
    45. 45. Think!Amsterdam
    46. 46. Think!Amsterdam
    47. 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. 48. Think!Amsterdam SOCIAL AT THE CORE OF MARKETING
    49. 49. Think!Amsterdam GUIDE PHOTO SELECTION
    50. 50. Think!Amsterdam CONFERENCES
    51. 51. Think!Amsterdam
    52. 52. Think!Amsterdam
    53. 53. Think!Amsterdam
    54. 54. Think!Amsterdam
    55. 55. Think!Amsterdam
    56. 56. Think!Amsterdam
    57. 57. Think!Amsterdam
    58. 58. Think!Amsterdam
    59. 59. Think!Amsterdam
    60. 60. Think!Amsterdam
    61. 61. Think!Amsterdam
    62. 62. Think!Amsterdam
    63. 63. Think!Amsterdam
    64. 64. Think!Amsterdam FANS AND REACH Friends of fans 4.872.132 9.666 Fans
    65. 65. Think!Amsterdam
    66. 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. 67. Think!Amsterdam Thank you & stay in touch! @isabelmosk isabel@thinksocialmedia.com
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