Have your guests build your tourism brand The power of social media has led to a shift that managers in the tourism industry can no longer ignore. These days, tourism marketing is all about getting people to talk, thus getting them to do the marketing for you. In her presentation, Isabel Mosk discusses why social media need to be at the core of your marketing strategy. She presents a wide range of inspiring cases and learnings from destination marketing, combined with her thoughts on the power of social media and the importance of building communities.

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

2. Travel Tech Oslo

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TRUST THROUGH SOCIAL MEDIA
Ads in magazines: 60%

consumer opinions posted online: 68%

recommendations from people you know: 84%

Nielsen Global Trust in Advertising and Brand Messages September 2013

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TOURISM
BRANDS ARE
BUILT SOCIALLY

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Tourism brand
•The sum of stories people hear
•The sum of experiences people have

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TOURISM MARKETING = STORYTELLING
advXertising stories

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42%
Of Facebook
users
regularly
share travel
stories.

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

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

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other
people’s
stories
your stories

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MEDIA COSTS NEARLY ZERO TO PRODUCE
AND DISTRIBUTE
Then Now

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TOURISM
MANAGEMENT, NOT MARKETING

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A DESTINATION IS THE STAGE FOR STORIES

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STORIES NEED TO BE MANAGED

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STORIES NEED TO BE MANAGED

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STORIES NEED TO BE MANAGED

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FEEDBACK LOOPS
Awareness
Consideration
Interested
Purchase
Visit
Evaluate

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KNOW THE STORIES YOUR TELLING

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KNOW THE STORIES YOUR TELLING

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KNOW THE STORIES YOUR TELLING
Sveinn Birkir Björnsson
Promote Iceland

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SOCIAL MEDIA MONITORING

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LIVESTREAM #HAPPYTOHELP

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#HAPPYTOHELP
• https://www.youtube.com/watch?v=y
YtQ0cAeBMc

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THE VISITOR EXPERIENCE
Individual’s journey
remarkable experiences
bad experiences
Love it
Meh
HATE IT

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BRISTOL TRAINED CAB DRIVERS

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MARKETING BY
ACTIVATING STORYTELLERS

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

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MARKETING THROUGH STORYTELLERS
stories storytellers target audience

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STORYTELLERS
Staff
Destination
Residents
(Past)
visitors
Influencers
Stakeholders

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VISITORS

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RESIDENTS

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INDUSTRY - SEYCHELLES

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INDUSTRY - RESTAURANT

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INFLUENCERS

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FANS/AMBASSADORS

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BEYOND THE BLOG TRIP

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ENCOURAGE SHARING

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REMARKABLE EXPERIENCES ARE SHARED

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BE REMARKABLE

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MAKE IT ACCESSIBLE

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MARKET TO
PASSIONATE NICHES

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• 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)

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SOCIAL AT THE CORE
OF YOUR MARKETING

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SOCIAL AT THE CORE OF MARKETING

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GUIDE PHOTO SELECTION

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