Your SlideShare is downloading. ×
Presentatie Inholland
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Presentatie Inholland

408
views

Published on

Published in: Travel

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
408
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
4
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • .
  • De key take-away is dat verhalen het merk van een bestemming bouwen. Dit kunnen positieve, maar ook negatieve verhalen zijn.
  • .
  • .
  • Transcript

    • 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.
    • 3. Think!Amsterdam
    • 4. Think!Amsterdam
    • 5. Think!Amsterdam
    • 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.***
    • 11. Think!Amsterdam
    • 12. Think!Amsterdam
    • 13. Think!Amsterdam
    • 14. Think!Amsterdam
    • 15. Think!Amsterdam
    • 16. Think!Amsterdam
    • 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
    • 31. Think!Amsterdam
    • 32. Think!Amsterdam
    • 33. Think!Amsterdam
    • 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
    • 45. Think!Amsterdam
    • 46. Think!Amsterdam
    • 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
    • 51. Think!Amsterdam
    • 52. Think!Amsterdam
    • 53. Think!Amsterdam
    • 54. Think!Amsterdam
    • 55. Think!Amsterdam
    • 56. Think!Amsterdam
    • 57. Think!Amsterdam
    • 58. Think!Amsterdam
    • 59. Think!Amsterdam
    • 60. Think!Amsterdam
    • 61. Think!Amsterdam
    • 62. Think!Amsterdam
    • 63. Think!Amsterdam
    • 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