The document discusses how destinations can build their brand through social media and user-generated content. It notes that consumer opinions and recommendations from friends online are highly trusted forms of information. It advocates that destinations focus on facilitating remarkable experiences and empowering visitors, residents, and local industry representatives to share stories about the destination in order to build its brand reputation socially. By encouraging sharing and finding niche communities to engage with, destinations can benefit from free user marketing and storytelling to promote themselves.

1. “Have your brand ambassadors build your destination”
Isabel Mosk - @isabelmosk 2 december 2014

2. 2

3. Trust through social media
3 Ads in magazines: 60%
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Consumer opinions posted online: 68%
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Recommendations from people you know: 84%
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Nielsen Global Trust in Advertising and Brand Messages September 2014

4. 4 Tripadvisor

5. 5
Destination brands are built
socially

6. Tourism Brand
6 • The sum of stories people hear
• The sum of experiences people have

7. Destination marketing =
storaydvtXeertlisliinngg stories
7

8. 42% 8
of Facebook
users share
travel stories.

9. >70% 9
update their
status on
Facebook while
they are on
holiday

10. 52% of 10
Facebookers said
“that seeing friends’
holiday pictures had
Inspired them to
book a holiday
to the same place”

11. 11

12. 12

13. 13 other
people’s
stories
your stories

14. 14 Then Now
Media costs nearly zero to
produce and distribute content

15. 15
Destination management,
not marketing

16. 16

17. A destination is the stage for
stories
17

18. 18 Stories need to be managed

19. Feedback loops
19 Awareness
Consideration
Interested
Purchase
Visit
Evaluate

20. 20 Know the stories your telling

21. 21 Know the stories your telling

22. Sveinn Birkir Björnsson
Promote Iceland

23. Peter Kentie
EHV365

24. 24 Social media monitoring

25. 25 The destination experience
Individual’s journey
remarkable experiences
bad experiences
Love it
Meh
HATE IT

26. 26 Bristol trained cab drivers

27. 27
Marketing by activating storytellers

28. “Get people talking and they
will do the marketing for you”

29. 29 Marketing through storytellers
stories storytellers target audience

30. Destination storytellers
30 Staff
Destination
Residents
(Past)
visitors
Influencers
Industry

31. 31 Visitors

32. 32 Residents

33. 33

34. 34 Industry - Seychelles

35. 35 Industry - Restaurant

36. 36 Influencers

37. 37 Beyond the blog trip

38. 38 Ambassadors/influencers

39. 39 Nikefuel community of runners

40. 40
There is a community for
everything
Brownies
The term used to describe the fan
community (usually adult men) of the
show My Little Pony: Friendship is Magic.

41. 41 Encourage sharing

42. Encourage sharing

43. Remarkable experiences are
shared
43

44. 44 Be remarkable

45. 45 Make it accessible

46. 46
Market to passionate niches

47. 47 Find you niche(s)

48. 48 Niche Marketing

52. • Antwerp in top ten of
Fashion capitals in the
world (Global language
monitor)
• A fashion community
that keeps on growing
• Good contacts with the
fashion bloggers (that
kept coming to Antwerp
in the months after the
blog trip and kept on
writing after the blog
trip)

53. 53
Social at the core of your marketing

54. 54 Social at the core of marketing

55. 55 Guide photo selection

56. 56

57. 57

58. 58

59. 59

60. 60

61. 61

64. Thank you
Stay in touch
@isabelmosk
isabel@thinksocialmedia.com