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

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

3. Think!Amsterdam

4. Think!Amsterdam

5. Think!Amsterdam

6. Think!Amsterdam
People under
the age of 30
don’t know life
without the
internet.

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

8. Think!Amsterdam
gapingvoid.com

9. Think!Amsterdam
TRIPADVISOR UNDERSTANDS THIS

10. Think!Amsterdam
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.***

11. Think!Amsterdam

12. Think!Amsterdam

13. Think!Amsterdam

14. Think!Amsterdam

15. Think!Amsterdam

16. Think!Amsterdam

17. Think!Amsterdam
KEY TAKE-AWAYS
1. Social media is a trusted source of
information

18. Think!Amsterdam
Facebook
user
150
friends
15,000
friends of friends
1,500,000
friends of friends
THE NETWORK EFFECT OF SOCIAL MEDIA

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

20. Think!Amsterdam
THE NETWORK STRATEGY

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

22. Think!Amsterdam
TRAVELLERS SHARE THEIR STORIES

23. Think!Amsterdam

24. Think!Amsterdam
EFFECTIVENESS & EFFICIENCY
advertising storiesX

25. Think!Amsterdam
++--
GOAL: NARROW THE FUNNEL
Awareness
Consideration
Intent
Purchase
Visit
ineffective use of resources

26. Think!Amsterdam
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

27. Think!Amsterdam
Tourism brand
•The sum of stories people hear
•The sum of experiences people have

28. Think!Amsterdam
STORYTELLING; A DESTINATION IS THE STAGE

29. Think!Amsterdam
FEEDBACK LOOPS
Awareness
Consideration
Interested
Purchase
Visit
Evaluate

30. Think!Amsterdam
POSITIVE DESTINATION EXPERIENCES

31. Think!Amsterdam

32. Think!Amsterdam

33. Think!Amsterdam

34. Think!Amsterdam
NEGATIVE DESTINATION EXPERIENCES
Bad destination experiences Negative influencer experience
Politically motivated boycotts
Natural disasters

35. Think!Amsterdam

36. Think!Amsterdam
SOCIAL MEDIA MONITORING

37. Think!Amsterdam
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

38. Think!Amsterdam
GET PEOPLE TALKING AND THEY’LL DO THE
MARKETING FOR YOU

39. Think!Amsterdam
PASSIONATE COMMUNITIES
Passion
Influencers
Community
Everybody
else

40. Think!Amsterdam

41. Think!Amsterdam
PASSIONATE COMMUNITIES
Fashion
Fashion
bloggers
Fashion
community
Everybody
else

42. Think!Amsterdam
GET PEOPLE TALKING

43. Think!Amsterdam
REMARKABLE CONTENT

44. Think!Amsterdam
REMARKABLE BLOG TRIP
#soultrip Oostende

45. Think!Amsterdam

46. Think!Amsterdam

47. Think!Amsterdam
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

48. Think!Amsterdam
SOCIAL AT THE CORE OF MARKETING

49. Think!Amsterdam
GUIDE PHOTO SELECTION

50. Think!Amsterdam
CONFERENCES

51. Think!Amsterdam

52. Think!Amsterdam

53. Think!Amsterdam

54. Think!Amsterdam

55. Think!Amsterdam

56. Think!Amsterdam

57. Think!Amsterdam

58. Think!Amsterdam

59. Think!Amsterdam

60. Think!Amsterdam

61. Think!Amsterdam

62. Think!Amsterdam

63. Think!Amsterdam

64. Think!Amsterdam
FANS AND REACH
Friends of fans
4.872.132
9.666
Fans

65. Think!Amsterdam

66. Think!Amsterdam
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

67. Think!Amsterdam
Thank you &
stay in touch!
@isabelmosk
isabel@thinksocialmedia.com