Vancouver | Detroit | Amsterdam | Sydney        ISABEL MOSK         @ISABELMOSK
Think! Amsterdam
Think! Amsterdam
Think! Amsterdam
Think! Amsterdam
Think! Amsterdam
Think! Amsterdam
Think! Amsterdam1.8 Billion use the internet
Think! Amsterdam
Think! Amsterdam
Think! Amsterdam
Think! Amsterdam
Think! Amsterdam
Think! Amsterdam
Think! Amsterdam
Think! AmsterdamAMSTERDAM
Think! Amsterdam
Think! Amsterdam
Think! Amsterdam                   gapingvoid.com
Think! Amsterdam78% of consumers trustpeer recommendations
Think! AmsterdamPeople underthe age of 30don’t knowlife withoutthe internet.
TOURISM BRAND                                                 Think! Amsterdam Our definition: • The sum of all stories so...
BUILD BRAND THROUGH PEOPLE‟S STORIES                                       Think! Amsterdam      X   advertising          ...
Think! Amsterdam
Think! Amsterdam
Think! Amsterdam
Think! Amsterdam
Think! Amsterdam
Think! Amsterdam
GOAL: NARROW THE FUNNEL                                            Think! Amsterdam             ineffective use of resourc...
PASSIONATE COMMUNITIES                                       Think! Amsterdam                         passion             ...
Think! Amsterdam
REMARKABLE EXPERIENCES GENERATE                                  Think! AmsterdamCONVERSATIONS IN SOCIAL MEDIA            ...
EEN REMARKABLE DESTINATIE                            Think! Amsterdam
REMARKABLE EVENTS                    Think! Amsterdam
REMARKABLE MARKETING                       Think! Amsterdam
SOCIAL AT THE CORE OF MARKETING                                                   Think! Amsterdam                        ...
PHOTO SELECTION GUIDE                        Think! Amsterdam
Think! AmsterdamCONFERENCES
Think! Amsterdam
Think! Amsterdam
Think! Amsterdam
Think! Amsterdam
Think! Amsterdam
Think! Amsterdam
Think! Amsterdam
PASSIONATE COMMUNITIES                                        Think! Amsterdam                         passion:           ...
Think! Amsterdam
Think! Amsterdam
Think! Amsterdam
Think! Amsterdam
Think! AmsterdamRICHMOND - FOOD
Think! AmsterdamFESTIVAL EXPRESS
COMMUNITIES FORM AROUND PASSIONS                                        Think! Amsterdam                         music    ...
Think! Amsterdam
Think! Amsterdam
GOAL #FIAF12                                                        Think! Amsterdam - Increase awareness of Flanders as a...
Think! Amsterdam
RETURN                                                       Think! Amsterdam  - Connection with bloggers as festival budd...
SOME NUMBERS                                                       Think! Amsterdam - Number of written blogpost: 257 (so ...
Think! Amsterdam“Get people talking about Dallas”
Think! Amsterdam
Think! AmsterdamRemarkable Experience:    LOCAL TEAM    Influencers:  MEDIA, BLOGGERS      Community:  EVERYBODY IN TOWN
A REMARKABLE CONTEST                                                              Think! Amsterdam                        ...
Think! Amsterdam
Think! Amsterdam
Think! Amsterdam
Think! Amsterdam
Think! Amsterdam
Think! Amsterdam
Think! Amsterdam
Think! Amsterdam“This promotion/activity brought out the best in all of us. Weapproached total strangers without fear or j...
Think! AmsterdamBedankt!@isabelmoskisabel@thinksocialmedia.com
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Presentatie Inholland 07-02-12

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Gastcollege Hogeschool Inholland 07-02-13

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  • Derealiteit is dat 1,8 miljoenmensen het internet gebruiken. … and what we’re finding is, with these dialogues, we’re no longer in control of the message anymore, which is absolutely true. The power has shifted from the business to the consumer…. people are out there talking about us, and we can’t stop it. So we have to adapt and be a part of those conversations. Online are already happening about your destination/brand/org and you might not be aware of it.Your target market is now more likely to find this information than they are to find what you’re putting out there. When I search something on google what comes up? At very least, you need to be aware of it. Ideally, you see this as an opportunity and capitalize on it. Online conversations cannot be ignored. Most are permanent. They’re relevant to your DMO, stakeholders and also present a number of opportunities
  • It’s easy to get caught up in the momentumDon’t focus on the tools
  • Many businesses have not caught up with the consumer.Organizations are still spending most of their time on awareness and not enough time at the other levels of the process.Awareness is hard when there is so much competition.RESEARCH SHOWS THAT CONSUMERS TRUST EACH OTHER. WORD OF MOUTH COMMUNICATION IS HOW THE HUMAN RACE HAS EVOLVED AND FLOURISHED.
  • Passion is very strong interest. Passion is the heartbeat of the community – very few people write about topics in great volumeInfluencers are people who are interested in the topic and are influencers in a larger community(ie – cooking with lavendarblogger (passion), homeopathic medicine interest (influencers) – larger community of natural remedies/diets)
  • Tourism is highly experiential with unlimited combinations of experiences. Marketing a destination is very different to marketing large consumer brands. We believe that tourism marketing should be consumer-centric. For that reason, we put social at the core. Social is so important to destination marketing that we’ve built our entire destination marketing methodology around it.
  • Passion is very strong interest. Passion is the heartbeat of the community – very few people write about topics in great volumeInfluencers are people who are interested in the topic and are influencers in a larger community(ie – cooking with lavendarblogger (passion), homeopathic medicine interest (influencers) – larger community of natural remedies/diets)
  • Presentatie Inholland 07-02-12

    1. 1. Vancouver | Detroit | Amsterdam | Sydney ISABEL MOSK @ISABELMOSK
    2. 2. Think! Amsterdam
    3. 3. Think! Amsterdam
    4. 4. Think! Amsterdam
    5. 5. Think! Amsterdam
    6. 6. Think! Amsterdam
    7. 7. Think! Amsterdam
    8. 8. Think! Amsterdam1.8 Billion use the internet
    9. 9. Think! Amsterdam
    10. 10. Think! Amsterdam
    11. 11. Think! Amsterdam
    12. 12. Think! Amsterdam
    13. 13. Think! Amsterdam
    14. 14. Think! Amsterdam
    15. 15. Think! Amsterdam
    16. 16. Think! AmsterdamAMSTERDAM
    17. 17. Think! Amsterdam
    18. 18. Think! Amsterdam
    19. 19. Think! Amsterdam gapingvoid.com
    20. 20. Think! Amsterdam78% of consumers trustpeer recommendations
    21. 21. Think! AmsterdamPeople underthe age of 30don’t knowlife withoutthe internet.
    22. 22. TOURISM BRAND Think! Amsterdam Our definition: • The sum of all stories somebody hears about a destination (but not all sources are equally credible) • The sum of all experiences during a trip (but not all experiences are equal)
    23. 23. BUILD BRAND THROUGH PEOPLE‟S STORIES Think! Amsterdam X advertising stories
    24. 24. Think! Amsterdam
    25. 25. Think! Amsterdam
    26. 26. Think! Amsterdam
    27. 27. Think! Amsterdam
    28. 28. Think! Amsterdam
    29. 29. Think! Amsterdam
    30. 30. GOAL: NARROW THE FUNNEL Think! Amsterdam ineffective use of resources Awareness Consideration Intent Purchase Visit -- Evaluate ++
    31. 31. PASSIONATE COMMUNITIES Think! Amsterdam passion influencers community everybody else
    32. 32. Think! Amsterdam
    33. 33. REMARKABLE EXPERIENCES GENERATE Think! AmsterdamCONVERSATIONS IN SOCIAL MEDIA Passion Influencers Community
    34. 34. EEN REMARKABLE DESTINATIE Think! Amsterdam
    35. 35. REMARKABLE EVENTS Think! Amsterdam
    36. 36. REMARKABLE MARKETING Think! Amsterdam
    37. 37. SOCIAL AT THE CORE OF MARKETING Think! Amsterdam Social at the core Amplified by influencer outreach Supported by targeted and measurable digital Extended by traditional advertising
    38. 38. PHOTO SELECTION GUIDE Think! Amsterdam
    39. 39. Think! AmsterdamCONFERENCES
    40. 40. Think! Amsterdam
    41. 41. Think! Amsterdam
    42. 42. Think! Amsterdam
    43. 43. Think! Amsterdam
    44. 44. Think! Amsterdam
    45. 45. Think! Amsterdam
    46. 46. Think! Amsterdam
    47. 47. PASSIONATE COMMUNITIES Think! Amsterdam passion: food influencers: bloggers community: foodies everybody else
    48. 48. Think! Amsterdam
    49. 49. Think! Amsterdam
    50. 50. Think! Amsterdam
    51. 51. Think! Amsterdam
    52. 52. Think! AmsterdamRICHMOND - FOOD
    53. 53. Think! AmsterdamFESTIVAL EXPRESS
    54. 54. COMMUNITIES FORM AROUND PASSIONS Think! Amsterdam music bloggers music fans casual music fans
    55. 55. Think! Amsterdam
    56. 56. Think! Amsterdam
    57. 57. GOAL #FIAF12 Think! Amsterdam - Increase awareness of Flanders as a festival destination. - Bring online influencers to Flanders to experience the festival scene & stimulate conversation about Flanders.
    58. 58. Think! Amsterdam
    59. 59. RETURN Think! Amsterdam - Connection with bloggers as festival buddies - Authentic stories about festival & destination - Happy bloggers & inspiration for their followers - „Ambassadors‟ for Flanders
    60. 60. SOME NUMBERS Think! Amsterdam - Number of written blogpost: 257 (so far) - Number of unique visitors: > 7.500.000 - Total reach of blogposts: > 11.500.000 - Number of Facebook fans of all bloggers: > 300.000 - Number of Twitter fans of all bloggers: > 550.000
    61. 61. Think! Amsterdam“Get people talking about Dallas”
    62. 62. Think! Amsterdam
    63. 63. Think! AmsterdamRemarkable Experience: LOCAL TEAM Influencers: MEDIA, BLOGGERS Community: EVERYBODY IN TOWN
    64. 64. A REMARKABLE CONTEST Think! Amsterdam offline work of mouth social media conversations influencers remarkable event
    65. 65. Think! Amsterdam
    66. 66. Think! Amsterdam
    67. 67. Think! Amsterdam
    68. 68. Think! Amsterdam
    69. 69. Think! Amsterdam
    70. 70. Think! Amsterdam
    71. 71. Think! Amsterdam
    72. 72. Think! Amsterdam“This promotion/activity brought out the best in all of us. Weapproached total strangers without fear or judgement. We lookedeach other in the eye, spoke and smiledI just want to say „thank-you‟ for such an absolutely fun andmemorable experience.”-- Len Stanley
    73. 73. Think! AmsterdamBedankt!@isabelmoskisabel@thinksocialmedia.com
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