ETC - eBusiness Academy

WILLIAM BAKKER @WILHELMUS

@EBA2011gapingvoid.com @Wilhelmus

MARKETING FUNNEL @EBA2011 Awareness Consideration Interested Purchase Visit Evaluate @Wilhelmus

GOAL: NARROW THE FUNNEL @EBA2011 ineffective use of resources Awareness Consideration Interested Purchase Visit -- Evaluate ++ @Wilhelmus

@EBA2011@Wilhelmus

@EBA2011“If Disney created a magical Kingdom of Crystal, he would surely haveused the fabled "Crystal Worlds" as his role model.” @Wilhelmus

@EBA2011“The uniqueness of the Swarovski Crystal Worlds is the dream dreamt – thematerial avowal of a corporation to the diversity of ideas that are unleashedby their material of creation, ultra-brilliant crystal.” @Wilhelmus

@EBA2011@Wilhelmus

DESTINATION BRAND @EBA2011 Our definition of a destination brand: • The sum of all stories somebody has hears about a destination (but not all sources are equally credible) • The sum of experiences of a traveler during a trip (but not all experiences are equal) @Wilhelmus

MARKETING EFFECTIVENESS X impressions stories

FEEDBACK LOOPS @EBA2011 Awareness Consideration Interested Purchase Visit -- Evaluate ++ @Wilhelmus

A POSITIVE FEEDBACK LOOP @EBA2011 @Wilhelmus

@EBA2011@Wilhelmus

There is nothing like these tacos. Just searching for the trucks is half the fun! The homemade sauces make your taste buds have an orgasm. I waited for an hour and a half in line with a ton of friends...and I gotta say, those were some of the most delicious burritos Ive ever eaten. Totally worth the wait. their tacos are pretty damn good, but i dont think its worth waiting more than 15 minutes for it. Korean bbq is amazing. Tacos are also amazing. Put them together and expect to be disappointed.Food is mediocre at best. NOT worth a 3 hourand 40 minute long wait. its just one of thosethings you do once and you learn from themistake.

@EBA2011 MEHLOVE IT! HATE IT! @Wilhelmus

PASSIONATE COMMUNITIES @EBA2011 Passion Influencers Community @Wilhelmus

@EBA2011@Wilhelmus

REMARKABLE EXPERIENCES GENERATE @EBA2011CONVERSATIONS IN SOCIAL MEDIA Passion Influencers Community @Wilhelmus

@EBA2011@Wilhelmus

A REMARKABLE EXPERIENCE @EBA2011 @Wilhelmus

A REMARKABLE OBJECT @EBA2011 @Wilhelmus

A REMARKABLE DESTINATION @EBA2011 @Wilhelmus

REMARKABLE CONTENT @EBA2011 @Wilhelmus

OVERLAPPING COMMUNITIES @EBA2011 Passion passion Influencers Influencers Community Community @Wilhelmus

REMARKABLE CAMPAIGN @EBA2011 “Get people talking about Dallas” @Wilhelmus

@EBA2011@Wilhelmus

@EBA2011Remarkable Experience: LOCAL TEAM Influencers: MEDIA, BLOGGERS Community: EVERYBODY IN TOWN @Wilhelmus

A REMARKABLE CONTEST @EBA2011 offline work of mouth social media conversations influencers remarkable event @Wilhelmus

@EBA2011@Wilhelmus

@EBA2011“This promotion/activity brought out the best in all of us. Weapproached total strangers without fear or judgement. We lookedeach other in the eye, spoke and smiledI just want to say „thank-you‟ for such an absolutely fun andmemorable experience.”-- Len Stanley @Wilhelmus

THANK YOUstay in touchthinksocialmedia.comwilhelmus.ca@wilhelmuswilliam@thinksocialmedia.com

ETC - eBusiness Academy

by William Bakker

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