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Vancouver | Detroit | Amsterdam | Sydney
ISABEL MOSK
@ISABELMOSK
Think!Amsterdam
Think!Amsterdam
Robyn
@ BCRobyn
William
@Wilhelmus
Brian
@BVMatson
come say hi
We believe that the travel
experiences enha...
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
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
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 all stories somebody hears about a
destination
• The sum of all experiences dur...
Think!Amsterdam
STORYTELLING; A DESTINATION IS THE STAGE
Think!Amsterdam
FEEDBACK LOOPS
Awareness
Consideration
Interested
Purchase
Visit
Evaluate
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
Think!Amsterdam
Think!Amsterdam
Think!Amsterdam
PASSIONATE COMMUNITIES
Passion
Influencers
Community
Everybody
else
Think!Amsterdam
Think!Amsterdam
REMARKABLE EVENTS
Think!Amsterdam
REMARKABLE CONTENT
Think!Amsterdam
REMARKABLE BLOG TRIP
#soultrip Oostende
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
RETURN
- Client objectives achieved
- Build a blog full of content
- Engage the industry
- Connect with ta...
Think!Amsterdam
FESTIVAL EXPRESS
Think!Amsterdam
Think!Amsterdam
FANS AND REACH
Friends of fans
4.872.132
9.666
Fans
Think!Amsterdam
Think!Amsterdam
RETURN
- Connection with bloggers as festival buddies
- Authentic stories about festival & destination
- H...
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!
@isabelmosk
isabel@thinksocialmedia.com
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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 of "Presentatie Think! - Antor 12-09-13"

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