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.

1. Vancouver | Detroit | Amsterdam | Sydney
ISABEL MOSK
@ISABELMOSK

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Robyn
@ BCRobyn
William
@Wilhelmus
Brian
@BVMatson
come say hi
We believe that the travel
experiences enhances people’s
lives and that tourism makes the
world a better place.

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People under
the age of 30
don’t know life
without the
internet.

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TRUST

recommendations from people you know: 92%

consumer opinions posted online: 70%

advertising: 47%
Nielsen Global Trust in Advertising and Brand Messages April 2012

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gapingvoid.com

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TRIPADVISOR UNDERSTANDS THIS

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IMPACT ON TRAVEL AND 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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KEY TAKE-AWAYS
1. Social media is a trusted source of
information

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Facebook
user
150
friends
15,000
friends of friends
1,500,000
friends of friends
THE NETWORK EFFECT OF SOCIAL MEDIA

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http://www.tourism.australia.com/en-au/documents/Corporate%20-%20Markets/Industry_Briefing_Sydney.pdf
MARKETING TO FRIENDS OF FANS

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KEY TAKE-AWAYS
1. Social Media is a trusted source
2. The network effect generates reach

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TRAVELLERS SHARE THEIR STORIES

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EFFECTIVENESS & EFFICIENCY
advertising storiesX

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++--
GOAL: NARROW THE FUNNEL
Awareness
Consideration
Intent
Purchase
Visit
ineffective use of resources

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KEY TAKE-AWAYS
1. Social Media is a trusted source
2. The network effect generates reach
3. Traditional marketing has lost it’s
effectiveness and efficiency

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TOURISM BRAND
• The sum of all stories somebody hears about a
destination
• The sum of all experiences during a trip

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STORYTELLING; A DESTINATION IS THE STAGE

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FEEDBACK LOOPS
Awareness
Consideration
Interested
Purchase
Visit
Evaluate

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SOCIAL MEDIA MONITORING

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KEY TAKE-AWAYS
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

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GET PEOPLE TALKING AND THEY’LL DO THE
MARKETING FOR YOU

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PASSIONATE COMMUNITIES
Passion
Influencers
Community
Everybody
else

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REMARKABLE EVENTS

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REMARKABLE CONTENT

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REMARKABLE BLOG TRIP
#soultrip Oostende

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KEY TAKE-AWAYS
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

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SOCIAL AT THE CORE OF MARKETING

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GUIDE PHOTO SELECTION

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CONFERENCES

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RETURN
- Client objectives achieved
- Build a blog full of content
- Engage the industry
- Connect with target audience

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FESTIVAL EXPRESS

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FANS AND REACH
Friends of fans
4.872.132
9.666
Fans

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RETURN
- Connection with bloggers as festival buddies
- Authentic stories about festival & destination
- Happy bloggers & inspiration for their followers
- ‘Ambassadors’ for Flanders

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KEY TAKE-AWAYS
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

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Thank you!
@isabelmosk
isabel@thinksocialmedia.com