Empowering Brand Ambassadors #DTCNorway13

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  • Key take away is that Social Media is a trusted source of information.
  • Empowering Brand Ambassadors #DTCNorway13

    1. 1. Vancouver | Detroit | Amsterdam | Sydney ISABEL MOSK @ISABELMOSK
    2. 2. Think! Amsterdam
    3. 3. 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
    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 in Advertising and Brand Messages April 2012
    7. 7. Think! Amsterdam gapingvoid.com
    8. 8. Think! Amsterdam
    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
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    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. 1. Social Media is a trusted source 2. The network effect generates reach Think! Amsterdam KEY TAKE-AWAYS
    20. 20. Think! Amsterdam TRAVELLERS SHARE THEIR STORIES
    21. 21. Think! Amsterdam
    22. 22. X advertising stories Think! Amsterdam EFFECTIVENESS & EFFICIENCY
    23. 23. ineffective use of resources Awareness Consideration Intent Purchase Visit -- ++ Think! Amsterdam GOAL: NARROW THE FUNNEL
    24. 24. 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
    25. 25. •The sum of stories people hear •The sum of experiences people have Think! Amsterdam Tourism brand
    26. 26. Think! Amsterdam STORYTELLING; A DESTINATION IS THE STAGE
    27. 27. Awareness Consideration Interested Purchase Visit Evaluate Think! Amsterdam FEEDBACK LOOPS
    28. 28. Think! Amsterdam POSITIVE DESTINATION EXPERIENCES
    29. 29. Think! Amsterdam
    30. 30. Think! Amsterdam
    31. 31. Think! Amsterdam
    32. 32. Bad destination experiences Negative influencer experience Politically motivated boycotts Natural disasters Think! Amsterdam NEGATIVE DESTINATION EXPERIENCES
    33. 33. Think! Amsterdam
    34. 34. Think! Amsterdam SOCIAL MEDIA MONITORING
    35. 35. 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
    36. 36. Think! Amsterdam GET PEOPLE TALKING AND THEY’LL DO THE MARKETING FOR YOU
    37. 37. Think! Amsterdam
    38. 38. Anna Wintour Bryanboy Think! Amsterdam BLOGGERS ARE (FINALLY) TAKEN SERIOUSLY
    39. 39. Think! Amsterdam
    40. 40. Passion Influencers Community Everybody else Think! Amsterdam PASSIONATE COMMUNITIES
    41. 41. Think! Amsterdam
    42. 42. Think! Amsterdam REMARKABLE EVENTS
    43. 43. Think! Amsterdam REMARKABLE CONTENT
    44. 44. Think! Amsterdam REMARKABLE BLOG TRIP Soul trip Oostende
    45. 45. Think! Amsterdam
    46. 46. 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
    47. 47. Think! Amsterdam SOCIAL AT THE CORE OF MARKETING
    48. 48. Think! Amsterdam GUIDE PHOTO SELECTION
    49. 49. Think! Amsterdam CONFERENCES
    50. 50. Think! Amsterdam
    51. 51. Think! Amsterdam
    52. 52. Think! Amsterdam
    53. 53. Think! Amsterdam
    54. 54. Think! Amsterdam
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    62. 62. Think! Amsterdam
    63. 63. Friends of fans 4.872.132 9.666 Fans Think! Amsterdam FANS AND REACH
    64. 64. Think! Amsterdam
    65. 65. 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
    66. 66. @isabelmosk isabel@thinksocialmedia.com Think! Amsterdam Thank you!

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