Vancouver | Detroit | Amsterdam | Sydney

ISABEL MOSK
@ISABELMOSK
We believe that the travel
experiences enhances people’s
lives and that tourism makes the
world a better place.

come say ...
Think! Amsterdam
Think! Amsterdam
Think! Amsterdam

People under
the age of 30
don’t know life
without the
internet.
Think! Amsterdam

TRUST
47%
    
    

advertising:

70%
...
Think! Amsterdam

gapingvoid.com
Think! Amsterdam

TRIPADVISOR UNDERSTANDS THIS
83%

of travellers
usually or always
consult TripAdvisor
reviews
before
booking a hotel.**

81%

of travellers
said review...
Think! Amsterdam
Think! Amsterdam
Think! Amsterdam
Think! Amsterdam
Think! Amsterdam
Think! Amsterdam
1. Social media is a trusted source of
information

Think! Amsterdam

KEY TAKE-AWAYS
Facebook
user

150
friends

15,000
friends of friends

1,500,000
friends of friends

Think! Amsterdam

THE NETWORK EFFECT ...
http://www.tourism.australia.com/en-au/documents/Corporate%20-%20Markets/Industry_Briefing_Sydney.pdf

Think! Amsterdam

M...
Think! Amsterdam

THE NETWORK STRATEGY
1. Social Media is a trusted source
2. The network effect generates reach

Think! Amsterdam

KEY TAKE-AWAYS
Think! Amsterdam

TRAVELLERS SHARE THEIR STORIES
Think! Amsterdam
X

advertising

stories

Think! Amsterdam

EFFECTIVENESS & EFFICIENCY
ineffective use of resources

Awareness
Consideration
Intent

Purchase
Visit

--

++

Think! Amsterdam

GOAL: NARROW THE F...
1. Social Media is a trusted source
2. The network effect generates reach
3. Traditional marketing has lost it’s
effective...
•The sum of stories people hear
•The sum of experiences people have

Think! Amsterdam

Tourism brand
Think! Amsterdam

STORYTELLING; A DESTINATION IS THE STAGE
Awareness
Consideration
Interested
Purchase
Visit
Evaluate

Think! Amsterdam

FEEDBACK LOOPS
Think! Amsterdam

SOCIAL MEDIA MONITORING
1. Social Media is a trusted source
2. The network effect generates reach
3. Traditional marketing has lost it’s
effective...
Think! Amsterdam

GET PEOPLE TALKING AND THEY’LL DO THE
MARKETING FOR YOU
Passion
Influencers
Community

Everybody
else

Think! Amsterdam

PASSIONATE COMMUNITIES
Think! Amsterdam
Fashion

Fashion
bloggers
Fashion
community

Everybody
else

Think! Amsterdam

PASSIONATE COMMUNITIES
Think! Amsterdam

GET PEOPLE TALKING
Think! Amsterdam
1. Social Media is a trusted source
2. The network effect generates reach
3. Traditional marketing has lost it’s
effective...
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
1. Social Media is a trusted source
2. The network effect generates reach
3. Traditional marketing has lost it’s
effective...
@isabelmosk
isabel@thinksocialmedia.com

Think! Amsterdam

Thank you&
stay in touch!
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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.

Published in: Social Media, Travel, Business
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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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