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Presentatie Think! - Antor 12-09-13
This document discusses how social media can be used for tourism marketing. Some key points made include: - Social media is a trusted source of information and the network effect allows information to reach a wide audience. - Traditional advertising is less effective while user-generated content and stories build a destination brand. - Tourism marketers should focus on facilitating user storytelling by hosting events, creating content, and engaging influencer communities to do marketing through their own sharing. - Monitoring social media allows understanding brand perception and improving based on user feedback.
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Presentatie Think! - Antor 12-09-13
- 1. Vancouver | Detroit| Amsterdam | Sydney ISABEL MOSK @ISABELMOSK
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- 3. Think!Amsterdam Robyn @ BCRobyn William @Wilhelmus Brian @BVMatson come sayhi We believe that the travel experiences enhances people’s lives and that tourism makes the world a better place.
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- 6. Think!Amsterdam People under the ageof 30 don’t know life without the internet.
- 7. Think!Amsterdam TRUST recommendations from peopleyou know: 92% consumer opinions posted online: 70% advertising: 47% Nielsen Global Trust in Advertising and Brand Messages April 2012
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- 10. Think!Amsterdam IMPACT ON TRAVELAND TOURISM 81% of travellers said reviews were important when deciding which hotel to stay at.* 83% of travellers usually or always consult TripAdvisor reviews before booking a hotel.** 75% of travellers said their holiday was better because they used reviews to make sure they picked the best place for them.** * Forrester, 2011 ** Phocuswright, 2011 *** Skyscanner, 2011 52% of Facebookers said “that seeing friends’ holiday pictures had inspired them to book a holiday to the same place.***
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- 16. Think!Amsterdam KEY TAKE-AWAYS 1. Socialmedia is a trusted source of information
- 17. Think!Amsterdam Facebook user 150 friends 15,000 friends of friends 1,500,000 friendsof friends THE NETWORK EFFECT OF SOCIAL MEDIA
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- 19. Think!Amsterdam KEY TAKE-AWAYS 1. SocialMedia is a trusted source 2. The network effect generates reach
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- 23. Think!Amsterdam ++-- GOAL: NARROW THEFUNNEL Awareness Consideration Intent Purchase Visit ineffective use of resources
- 24. Think!Amsterdam KEY TAKE-AWAYS 1. SocialMedia is a trusted source 2. The network effect generates reach 3. Traditional marketing has lost it’s effectiveness and efficiency
- 25. Think!Amsterdam TOURISM BRAND • Thesum of all stories somebody hears about a destination • The sum of all experiences during a trip
- 26. Think!Amsterdam STORYTELLING; A DESTINATIONIS THE STAGE
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- 30. Think!Amsterdam KEY TAKE-AWAYS 1. SocialMedia 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
- 31. Think!Amsterdam GET PEOPLE TALKINGAND THEY’LL DO THE MARKETING FOR YOU
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- 40. Think!Amsterdam KEY TAKE-AWAYS 1. SocialMedia 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
- 41. Think!Amsterdam SOCIAL AT THECORE OF MARKETING
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- 52. Think!Amsterdam RETURN - Client objectivesachieved - Build a blog full of content - Engage the industry - Connect with target audience
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- 55. Think!Amsterdam FANS AND REACH Friendsof fans 4.872.132 9.666 Fans
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- 57. Think!Amsterdam RETURN - Connection withbloggers as festival buddies - Authentic stories about festival & destination - Happy bloggers & inspiration for their followers - ‘Ambassadors’ for Flanders
- 58. Think!Amsterdam KEY TAKE-AWAYS 1. SocialMedia 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
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Editor's Notes
- #17 (rather than one-off campaigns.)
- #20 (rather than one-off campaigns.)
- #25 (rather than one-off campaigns.)
- #32 (rather than one-off campaigns.)
- #42 (rather than one-off campaigns.)
- #43 Tourism is highly experiential with unlimited combinations of experiences. Marketing a destination is very different to marketing large consumer brands. We believe that tourism marketing should be consumer-centric. For that reason, we put social at the core. Social is so important to destination marketing that we’ve built our entire destination marketing methodology around it.
- #53 But in the end it was all about content. And the team created content NSW can share for years to comeWe centralized our content thru Tumblr and then our community manager dispersed it through various DNSW social media platforms
- #60 (rather than one-off campaigns.)