Phil Sandford: Releasing Control
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Video content from consumers. ___ About SoMeT = A new model for destination marketing. SoMeT is a program that gathers the top destination marketers from around the globe. SoMeT conferences take place three times a year in Europe, Australia, and United States. Follow SoMeT on Twitter: https://twitter.com/SoMeTourism Like SoMeT on Facebook: https://www.facebook.com/SoMeTourism Learn about where the next SoMeT global conference is taking place http://www.sometourism.com/
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Phil Sandford: Releasing Control
- 1. Releasing control in order to gain an edge. Through Local Eyes www.youtube.com/ southaustralia
- 4. Kids, Crabs and the Best Day Ever 135,000 views
- 5. Kids, Crabs and the Best Day Ever 135,000 views Made by a commercial photographer
- 6. Kids, Crabs and the Best Day Ever 135,000 views Made by a commercial photographer For $8,000
- 8. Through Local Eyes Talented, creative, passionate locals showcasing the State through their eyes.
- 9. Through Local Eyes Talented, creative, passionate locals showcasing the State through their eyes. 28 short @ilms to date
- 10. Through Local Eyes Talented, creative, passionate locals showcasing the State through their eyes. 28 short @ilms to date Involving more than 70 South Australian Ailmmakers, producers and musicians
- 11. Through Local Eyes Talented, creative, passionate locals showcasing the State through their eyes. 28 short @ilms to date Involving more than 70 South Australian Ailmmakers, producers and musicians 1.1 million views
- 12. 1.1 million views 31,258 hours of watched South Australian content 3 ½ years
- 13. x 12
- 15. Launched Kangaroo Island
- 16. Barossa was in planning
- 17. Adelaide was yet to be conceived
- 19. Standing out in a busy commodotised category
- 21. Put the emotion back into tourism
- 22. Adelaide Public servant, Camry, Wine, ABC, Golf
- 23. Reality couldn’t be more different
- 24. “Advocacy Marketing” + 90% of customers trust recommendations from peers. 70% trust online opinions (from strangers). Trust in advertisements is as low as 30% -‐ Nielson, 2009
- 25. Adelaide Public servant, Camry, Wine, ABC, Golf
- 27. Values: Creative, Innovative, Industrious
- 28. Consumer Bene@it: An eclectic visual journey beneath the surface of South Australia
- 29. Attributes: Raw, edgy, refreshing, unexpected, honest
- 30. Role: Uncovering and sharing the soul of the state, through the eyes of passionate, creative locals.
- 31. Promise: Inspiration beyond information.
- 32. Finding the Ailmmakers YouTube and VIMEO
- 33. Give them their dream [open] brief How would you show a refreshing, unexpected, youthful side of the state that you love?
- 34. Commission @ilms that address misconceptions
- 36. Be prepared to say NO… …a lot!
- 37. But also be prepared to BE BRAVE
- 38. Brief and approve, then get out of the way.
- 39. No scripts No storyboards No interfering
- 40. Then share with the world! Use bought, owned and borrowed media. Earn shares based on quality content
- 41. 7 key lessons from the journey
- 42. Lesson 1 Plan, Plan, Plan Then do.
- 43. Lesson 2 Start small. Then scale. [It makes it easier to sell in!]
- 44. Lesson 3 Be open minded with who you involve initially. Then narrow in.
- 45. Lesson 4 Narrative @irst. Destination second.
- 46. Lesson 5 Release control. Embrace outside perspectives.
- 47. Lesson 6 Throw yourself into it. Become the expert in this space.
- 48. Lesson 7 Be cynical Your consumers are!
- 49. One last thought: Advocacy Inception
- 51. Questions?