Isabel Mosk - Social DMO's - Social Media Tracks 2014 #vb14socialmedia

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Presentatie van Isabel Mosk (Think! Social Media) over sociale DMO's op de Social Media Tracks op de Vakantiebeurs in 2014.

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Isabel Mosk - Social DMO's - Social Media Tracks 2014 #vb14socialmedia

  1. 1. Vancouver | Detroit | Amsterdam | Sydney ISABEL MOSK @ISABELMOSK
  2. 2. We believe that the travel experiences enhances people’s lives and that tourism makes the world a better place. come say hi Robyn @ BCRobyn Think! Amsterdam William @Wilhelmus
  3. 3. Think! Amsterdam
  4. 4. Think! Amsterdam
  5. 5. Think! Amsterdam People under the age of 30 don’t know life without the internet.
  6. 6. Think! Amsterdam TRUST 47%            advertising: 70%       consumer opinions posted online: :92%             recommendations from people you know Nielsen Global Trust inAdvertising and Brand Messages April 2012
  7. 7. Think! Amsterdam gapingvoid.com
  8. 8. Think! Amsterdam TRIPADVISOR UNDERSTANDS THIS
  9. 9. 83% of travellers usually or always consult TripAdvisor reviews before booking a hotel.** 81% of travellers said reviews were important when deciding which hotel to stay at.* 75% of travellers said their holiday was better because they used reviews to make sure they picked the best place for them.** 52% of Facebookers said “that seeing friends’ holiday pictures had inspired them to book a holiday to the same place.*** * Forrester, 2011 ** Phocuswright, 2011 *** Skyscanner, 2011 Think! Amsterdam IMPACT ON TRAVEL AND TOURISM
  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. 1. Social media is a trusted source of information Think! Amsterdam KEY TAKE-AWAYS
  17. 17. Facebook user 150 friends 15,000 friends of friends 1,500,000 friends of friends Think! Amsterdam THE NETWORK EFFECT OF SOCIAL MEDIA
  18. 18. http://www.tourism.australia.com/en-au/documents/Corporate%20-%20Markets/Industry_Briefing_Sydney.pdf Think! Amsterdam MARKETING TO FRIENDS OF FANS
  19. 19. Think! Amsterdam THE NETWORK STRATEGY
  20. 20. 1. Social Media is a trusted source 2. The network effect generates reach Think! Amsterdam KEY TAKE-AWAYS
  21. 21. Think! Amsterdam TRAVELLERS SHARE THEIR STORIES
  22. 22. Think! Amsterdam
  23. 23. X advertising stories Think! Amsterdam EFFECTIVENESS & EFFICIENCY
  24. 24. ineffective use of resources Awareness Consideration Intent Purchase Visit -- ++ Think! Amsterdam GOAL: NARROW THE FUNNEL
  25. 25. 1. Social Media is a trusted source 2. The network effect generates reach 3. Traditional marketing has lost it’s effectiveness and efficiency Think! Amsterdam KEY TAKE-AWAYS
  26. 26. •The sum of stories people hear •The sum of experiences people have Think! Amsterdam Tourism brand
  27. 27. Think! Amsterdam STORYTELLING; A DESTINATION IS THE STAGE
  28. 28. Awareness Consideration Interested Purchase Visit Evaluate Think! Amsterdam FEEDBACK LOOPS
  29. 29. Think! Amsterdam SOCIAL MEDIA MONITORING
  30. 30. 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 Think! Amsterdam KEY TAKE-AWAYS
  31. 31. Think! Amsterdam GET PEOPLE TALKING AND THEY’LL DO THE MARKETING FOR YOU
  32. 32. Passion Influencers Community Everybody else Think! Amsterdam PASSIONATE COMMUNITIES
  33. 33. Think! Amsterdam
  34. 34. Fashion Fashion bloggers Fashion community Everybody else Think! Amsterdam PASSIONATE COMMUNITIES
  35. 35. Think! Amsterdam GET PEOPLE TALKING
  36. 36. Think! Amsterdam
  37. 37. 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 Think! Amsterdam KEY TAKE-AWAYS
  38. 38. Think! Amsterdam SOCIAL AT THE CORE OF MARKETING
  39. 39. Think! Amsterdam GUIDE PHOTO SELECTION
  40. 40. Think! Amsterdam CONFERENCES
  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. Think! Amsterdam
  48. 48. Think! Amsterdam
  49. 49. Think! Amsterdam
  50. 50. 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 Think! Amsterdam KEY TAKE-AWAYS
  51. 51. @isabelmosk isabel@thinksocialmedia.com Think! Amsterdam Thank you& stay in touch!

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