Presentatie Think! - Antor 12-09-13

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  • (rather than one-off campaigns.)
  • (rather than one-off campaigns.)
  • (rather than one-off campaigns.)
  • (rather than one-off campaigns.)
  • (rather than one-off campaigns.)
  • 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.
  • But in the end it was all about content. And the team created content NSW can share for years to comeWe centralized our content thru Tumblr and then our community manager dispersed it through various DNSW social media platforms
  • (rather than one-off campaigns.)

Transcript

  • 1. Vancouver | Detroit | Amsterdam | Sydney ISABEL MOSK @ISABELMOSK
  • 2. Think!Amsterdam
  • 3. Think!Amsterdam Robyn @ BCRobyn William @Wilhelmus Brian @BVMatson come say hi We believe that the travel experiences enhances people’s lives and that tourism makes the world a better place.
  • 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 KEY TAKE-AWAYS 1. Social media is a trusted source of information
  • 17. Think!Amsterdam Facebook user 150 friends 15,000 friends of friends 1,500,000 friends of friends THE NETWORK EFFECT OF SOCIAL MEDIA
  • 18. Think!Amsterdam http://www.tourism.australia.com/en-au/documents/Corporate%20-%20Markets/Industry_Briefing_Sydney.pdf MARKETING TO FRIENDS OF FANS
  • 19. Think!Amsterdam KEY TAKE-AWAYS 1. Social Media is a trusted source 2. The network effect generates reach
  • 20. Think!Amsterdam TRAVELLERS SHARE THEIR STORIES
  • 21. Think!Amsterdam
  • 22. Think!Amsterdam EFFECTIVENESS & EFFICIENCY advertising storiesX
  • 23. Think!Amsterdam ++-- GOAL: NARROW THE FUNNEL Awareness Consideration Intent Purchase Visit ineffective use of resources
  • 24. 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
  • 25. Think!Amsterdam TOURISM BRAND • The sum of all stories somebody hears about a destination • The sum of all experiences during a trip
  • 26. Think!Amsterdam STORYTELLING; A DESTINATION IS THE STAGE
  • 27. Think!Amsterdam FEEDBACK LOOPS Awareness Consideration Interested Purchase Visit Evaluate
  • 28. Think!Amsterdam
  • 29. Think!Amsterdam SOCIAL MEDIA MONITORING
  • 30. 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
  • 31. Think!Amsterdam GET PEOPLE TALKING AND THEY’LL DO THE MARKETING FOR YOU
  • 32. Think!Amsterdam
  • 33. Think!Amsterdam
  • 34. Think!Amsterdam
  • 35. Think!Amsterdam PASSIONATE COMMUNITIES Passion Influencers Community Everybody else
  • 36. Think!Amsterdam
  • 37. Think!Amsterdam REMARKABLE EVENTS
  • 38. Think!Amsterdam REMARKABLE CONTENT
  • 39. Think!Amsterdam REMARKABLE BLOG TRIP #soultrip Oostende
  • 40. 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
  • 41. Think!Amsterdam SOCIAL AT THE CORE OF MARKETING
  • 42. Think!Amsterdam GUIDE PHOTO SELECTION
  • 43. Think!Amsterdam CONFERENCES
  • 44. Think!Amsterdam
  • 45. Think!Amsterdam
  • 46. Think!Amsterdam
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  • 48. Think!Amsterdam
  • 49. Think!Amsterdam
  • 50. Think!Amsterdam
  • 51. Think!Amsterdam
  • 52. Think!Amsterdam RETURN - Client objectives achieved - Build a blog full of content - Engage the industry - Connect with target audience
  • 53. Think!Amsterdam FESTIVAL EXPRESS
  • 54. Think!Amsterdam
  • 55. Think!Amsterdam FANS AND REACH Friends of fans 4.872.132 9.666 Fans
  • 56. Think!Amsterdam
  • 57. Think!Amsterdam RETURN - Connection with bloggers as festival buddies - Authentic stories about festival & destination - Happy bloggers & inspiration for their followers - ‘Ambassadors’ for Flanders
  • 58. 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
  • 59. Think!Amsterdam Thank you! @isabelmosk isabel@thinksocialmedia.com