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Rodney Payne - Think! SM - SoMeT 2011
 

Rodney Payne - Think! SM - SoMeT 2011

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    Rodney Payne - Think! SM - SoMeT 2011 Rodney Payne - Think! SM - SoMeT 2011 Presentation Transcript

    • PassionateCommunities @rodneyp
    • PURCHASE FUNNEL Awareness   Considera-on   Interest   Purchase   Visit   Repeat  &   Referal  
    • Tradi&onal  Media   Social Media Shotgun Rifle
    • North American consumersare exposed to hundredsof advertisements per day.
    • Narrow  The  Funnel   Awareness Consideration Interested Purchase Visit Repeat -­‐-­‐   & Refer ++  
    • Only 14% ofconsumers trustadvertisements.
    • 78% of consumers trustpeer recommendations
    • Social  Purchase  funnel   Awareness Consideration Intent Book On Trip Repeat Recommend
    • SOCIAL MEDIACONSUMER NEEDS , DR CABARETE   Exceed expectations Maintain post-purchase
    • Exceed expectationsMaintain post-purchase
    • COMMUNITIES FORM AROUND PASSION Passion   Influencers   Community  
    • PASSIONS OVERLAP Stand  Up   Paddling   Kite   Boarding   Windsurfing  
    • SQUAMISH, BC
    • TEST OF METAL
    • Where do you live?Did you stay overnight?Did you visit to pre-ride?How many in your party?Estimate of spend?
    • ECONOMIC IMPACT STUDY 2006“Generated $1.7 million in Squamish”
    • WORK  WITH  YOUR  INDUSTRY  
    • TOP-DOWN, BOTTOM-UP Des-na-on   Top  Down:   BoBom  Up:   This  des-na-on  is   This  des-na-on  is   a  place  where  you   the  place  to  do   can  do  these   these  things   things   niche   niche   niche   niche   niche   niche  
    • CASE STUDY:Dallas Superbowl 2011
    • “Get people talking about Dallas”
    • Passion  Influencers  Community  
    • Passion  Influencers  Community  
    • “This promotion/activity brought out the best in all of us. Weapproached total strangers without fear or judgment. We lookedeach other in the eye, spoke and smiledI just want to say ‘thank-you’ for such an absolutely fun andmemorable experience.”-- Len Stanley
    • “This promotion/activity brought out the best in all of us. Weapproached total strangers without fear or judgment. We lookedeach other in the eye, spoke and smiledI just want to say ‘thank-you’ for such an absolutely fun andmemorable experience.”-- Len Stanley
    • “This promotion/activity brought out the best in all of us. Weapproached total strangers without fear or judgment. We lookedeach other in the eye, spoke and smiledI just want to say ‘thank-you’ for such an absolutely fun andmemorable experience.”-- Len Stanley
    • “This promotion/activity brought out the best in all of us. Weapproached total strangers without fear or judgment. We lookedeach other in the eye, spoke and smiledI just want to say ‘thank-you’ for such an absolutely fun andmemorable experience.”-- Len Stanley
    • “This promotion/activity brought out the best in all of us. Weapproached total strangers without fear or judgment. We lookedeach other in the eye, spoke and smiledI just want to say ‘thank-you’ for such an absolutely fun andmemorable experience.”-- Len Stanley
    • “This promotion/activity brought out the best in all of us. Weapproached total strangers without fear or judgment. We lookedeach other in the eye, spoke and smiledI just want to say ‘thank-you’ for such an absolutely fun andmemorable experience.”-- Len Stanley
    • “This promotion/activity brought out the best in all of us. Weapproached total strangers without fear or judgment. We lookedeach other in the eye, spoke and smiledI just want to say ‘thank-you’ for such an absolutely fun andmemorable experience.”-- Len Stanley
    • "Five years ago social mediawas 3% of our total mediaspend. Today it’s more than20% and growing fast."
    • Destinations are rootedin traditional marketing.
    • Destinations are rootedin traditional marketing:Focused on the tools.
    • Destinations are rootedin traditional marketing:Focused on the tools.Broadcasting to largeaudiences.
    • Your Job?
    • Your Job?Break through the politics.
    • Your Job?Break through the politics.Chip away at the culture.
    • A DESTINATION THAT MARKETS ITSELF ResearchProduct Marketing Delivery Research Recommendations Customer satisfaction Manage ExtendFeedback Community Relationship
    • KEY TAKEAWAYS1.  Communication has changed forever
    • KEY TAKEAWAYS1.  Communication has changed forever2.  We talk about what we’re interested in
    • KEY TAKEAWAYS1.  Communication has changed forever2.  We talk about what we’re interested in3.  The shape of the purchase funnel has changed. Broadcast doesn’t work.
    • KEY TAKEAWAYS1.  Communication has changed forever2.  We talk about what we’re interested in3.  The shape of the purchase funnel has changed. Broadcast doesn’t work.4.  You can’t be everything to everyone
    • KEY TAKEAWAYS1.  Communication has changed forever2.  We talk about what we’re interested in3.  The shape of the purchase funnel has changed. Broadcast doesn’t work.4.  You can’t be everything to everyone5.  Forget top-down, focus on bottom up
    • KEY TAKEAWAYS1.  Communication has changed forever2.  We talk about what we’re interested in3.  The shape of the purchase funnel has changed. Broadcast doesn’t work.4.  You can’t be everything to everyone5.  Forget top-down, focus on bottom up6.  Always listen to consumers before you talk
    • KEY TAKEAWAYS1.  Communication has changed forever2.  We talk about what we’re interested in3.  The shape of the purchase funnel has changed. Broadcast doesn’t work.4.  You can’t be everything to everyone5.  Forget top-down, focus on bottom up6.  Always listen to consumers before you talk7.  Relationships with influencers are key
    • KEY TAKEAWAYS1.  Communication has changed forever2.  We talk about what we’re interested in3.  The shape of the purchase funnel has changed. Broadcast doesn’t work.4.  You can’t be everything to everyone5.  Forget top-down, focus on bottom up6.  Always listen to consumers before you talk7.  Relationships with influencers are key8.  Consumers draw each other through the purchase funnel
    • Social  Purchase  funnel   Awareness Considerationdo not Intent repearepeat t Book On Trip Repeat Recommend
    • www.thinksocialmedia.comRodney Payne @rodneyp
    • DMOs are organized forbusiness before the internetexisted.