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.)
  • 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
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    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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