Rodney Payne - Think! SM - SoMeT 2011

513 views

Published on

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
513
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
12
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Rodney Payne - Think! SM - SoMeT 2011

  1. 1. PassionateCommunities @rodneyp
  2. 2. PURCHASE FUNNEL Awareness   Considera-on   Interest   Purchase   Visit   Repeat  &   Referal  
  3. 3. Tradi&onal  Media   Social Media Shotgun Rifle
  4. 4. North American consumersare exposed to hundredsof advertisements per day.
  5. 5. Narrow  The  Funnel   Awareness Consideration Interested Purchase Visit Repeat -­‐-­‐   & Refer ++  
  6. 6. Only 14% ofconsumers trustadvertisements.
  7. 7. 78% of consumers trustpeer recommendations
  8. 8. Social  Purchase  funnel   Awareness Consideration Intent Book On Trip Repeat Recommend
  9. 9. SOCIAL MEDIACONSUMER NEEDS , DR CABARETE   Exceed expectations Maintain post-purchase
  10. 10. Exceed expectationsMaintain post-purchase
  11. 11. COMMUNITIES FORM AROUND PASSION Passion   Influencers   Community  
  12. 12. PASSIONS OVERLAP Stand  Up   Paddling   Kite   Boarding   Windsurfing  
  13. 13. SQUAMISH, BC
  14. 14. TEST OF METAL
  15. 15. Where do you live?Did you stay overnight?Did you visit to pre-ride?How many in your party?Estimate of spend?
  16. 16. ECONOMIC IMPACT STUDY 2006“Generated $1.7 million in Squamish”
  17. 17. WORK  WITH  YOUR  INDUSTRY  
  18. 18. TOP-DOWN, BOTTOM-UP Des-na-on   Top  Down:   BoBom  Up:   This  des-na-on  is   This  des-na-on  is   a  place  where  you   the  place  to  do   can  do  these   these  things   things   niche   niche   niche   niche   niche   niche  
  19. 19. CASE STUDY:Dallas Superbowl 2011
  20. 20. “Get people talking about Dallas”
  21. 21. Passion  Influencers  Community  
  22. 22. Passion  Influencers  Community  
  23. 23. “This promotion/activity brought out the best in all of us. Weapproached total strangers without fear or judgment. We lookedeach other in the eye, spoke and smiledI just want to say ‘thank-you’ for such an absolutely fun andmemorable experience.”-- Len Stanley
  24. 24. “This promotion/activity brought out the best in all of us. Weapproached total strangers without fear or judgment. We lookedeach other in the eye, spoke and smiledI just want to say ‘thank-you’ for such an absolutely fun andmemorable experience.”-- Len Stanley
  25. 25. “This promotion/activity brought out the best in all of us. Weapproached total strangers without fear or judgment. We lookedeach other in the eye, spoke and smiledI just want to say ‘thank-you’ for such an absolutely fun andmemorable experience.”-- Len Stanley
  26. 26. “This promotion/activity brought out the best in all of us. Weapproached total strangers without fear or judgment. We lookedeach other in the eye, spoke and smiledI just want to say ‘thank-you’ for such an absolutely fun andmemorable experience.”-- Len Stanley
  27. 27. “This promotion/activity brought out the best in all of us. Weapproached total strangers without fear or judgment. We lookedeach other in the eye, spoke and smiledI just want to say ‘thank-you’ for such an absolutely fun andmemorable experience.”-- Len Stanley
  28. 28. “This promotion/activity brought out the best in all of us. Weapproached total strangers without fear or judgment. We lookedeach other in the eye, spoke and smiledI just want to say ‘thank-you’ for such an absolutely fun andmemorable experience.”-- Len Stanley
  29. 29. “This promotion/activity brought out the best in all of us. Weapproached total strangers without fear or judgment. We lookedeach other in the eye, spoke and smiledI just want to say ‘thank-you’ for such an absolutely fun andmemorable experience.”-- Len Stanley
  30. 30. "Five years ago social mediawas 3% of our total mediaspend. Today it’s more than20% and growing fast."
  31. 31. Destinations are rootedin traditional marketing.
  32. 32. Destinations are rootedin traditional marketing:Focused on the tools.
  33. 33. Destinations are rootedin traditional marketing:Focused on the tools.Broadcasting to largeaudiences.
  34. 34. Your Job?
  35. 35. Your Job?Break through the politics.
  36. 36. Your Job?Break through the politics.Chip away at the culture.
  37. 37. A DESTINATION THAT MARKETS ITSELF ResearchProduct Marketing Delivery Research Recommendations Customer satisfaction Manage ExtendFeedback Community Relationship
  38. 38. KEY TAKEAWAYS1.  Communication has changed forever
  39. 39. KEY TAKEAWAYS1.  Communication has changed forever2.  We talk about what we’re interested in
  40. 40. KEY TAKEAWAYS1.  Communication has changed forever2.  We talk about what we’re interested in3.  The shape of the purchase funnel has changed. Broadcast doesn’t work.
  41. 41. KEY TAKEAWAYS1.  Communication has changed forever2.  We talk about what we’re interested in3.  The shape of the purchase funnel has changed. Broadcast doesn’t work.4.  You can’t be everything to everyone
  42. 42. KEY TAKEAWAYS1.  Communication has changed forever2.  We talk about what we’re interested in3.  The shape of the purchase funnel has changed. Broadcast doesn’t work.4.  You can’t be everything to everyone5.  Forget top-down, focus on bottom up
  43. 43. KEY TAKEAWAYS1.  Communication has changed forever2.  We talk about what we’re interested in3.  The shape of the purchase funnel has changed. Broadcast doesn’t work.4.  You can’t be everything to everyone5.  Forget top-down, focus on bottom up6.  Always listen to consumers before you talk
  44. 44. KEY TAKEAWAYS1.  Communication has changed forever2.  We talk about what we’re interested in3.  The shape of the purchase funnel has changed. Broadcast doesn’t work.4.  You can’t be everything to everyone5.  Forget top-down, focus on bottom up6.  Always listen to consumers before you talk7.  Relationships with influencers are key
  45. 45. KEY TAKEAWAYS1.  Communication has changed forever2.  We talk about what we’re interested in3.  The shape of the purchase funnel has changed. Broadcast doesn’t work.4.  You can’t be everything to everyone5.  Forget top-down, focus on bottom up6.  Always listen to consumers before you talk7.  Relationships with influencers are key8.  Consumers draw each other through the purchase funnel
  46. 46. Social  Purchase  funnel   Awareness Considerationdo not Intent repearepeat t Book On Trip Repeat Recommend
  47. 47. www.thinksocialmedia.comRodney Payne @rodneyp
  48. 48. DMOs are organized forbusiness before the internetexisted.

×