Remarkable Experiences Drive Conversations
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This document discusses marketing strategies focused on creating remarkable experiences that generate conversations on social media. It emphasizes using influencers and communities to amplify experiences. Specific strategies proposed include organizing a remarkable contest with an offline remarkable event that brings together influencers, local teams, and the whole community to participate. The goal is to start positive feedback loops and conversations that increase awareness, consideration, interest and purchases of a destination brand. Testimonials from participants emphasize the fun, memorable nature of the experiences created.
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Remarkable Experiences Drive Conversations
- 2. @EBA2011 gapingvoid.com @Wilhelmus
- 3. MARKETING FUNNEL @EBA2011 Awareness Consideration Interested Purchase Visit Evaluate @Wilhelmus
- 4. GOAL: NARROW THE FUNNEL @EBA2011 ineffective use of resources Awareness Consideration Interested Purchase Visit -- Evaluate ++ @Wilhelmus
- 6. @EBA2011 “If Disney created a magical Kingdom of Crystal, he would surely have used the fabled "Crystal Worlds" as his role model.” @Wilhelmus
- 7. @EBA2011 “The uniqueness of the Swarovski Crystal Worlds is the dream dreamt – the material avowal of a corporation to the diversity of ideas that are unleashed by their material of creation, ultra-brilliant crystal.” @Wilhelmus
- 9. DESTINATION BRAND @EBA2011 Our definition of a destination brand: • The sum of all stories somebody has hears about a destination (but not all sources are equally credible) • The sum of experiences of a traveler during a trip (but not all experiences are equal) @Wilhelmus
- 10. MARKETING EFFECTIVENESS X impressions stories
- 11. FEEDBACK LOOPS @EBA2011 Awareness Consideration Interested Purchase Visit -- Evaluate ++ @Wilhelmus
- 12. A POSITIVE FEEDBACK LOOP @EBA2011 @Wilhelmus
- 18. There is nothing like these tacos. Just searching for the trucks is half the fun! The homemade sauces make your taste buds have an orgasm. I waited for an hour and a half in line with a ton of friends...and I gotta say, those were some of the most delicious burritos I've ever eaten. Totally worth the wait. their tacos are pretty damn good, but i don't think it's worth waiting more than 15 minutes for it. Korean bbq is amazing. Tacos are also amazing. Put them together and expect to be disappointed. Food is mediocre at best. NOT worth a 3 hour and 40 minute long wait. it's just one of those things you do once and you learn from the mistake.
- 19. @EBA2011 MEH LOVE IT! HATE IT! @Wilhelmus
- 20. PASSIONATE COMMUNITIES @EBA2011 Passion Influencers Community @Wilhelmus
- 26. REMARKABLE EXPERIENCES GENERATE @EBA2011 CONVERSATIONS IN SOCIAL MEDIA Passion Influencers Community @Wilhelmus
- 29. A REMARKABLE EXPERIENCE @EBA2011 @Wilhelmus
- 30. A REMARKABLE OBJECT @EBA2011 @Wilhelmus
- 31. A REMARKABLE DESTINATION @EBA2011 @Wilhelmus
- 32. REMARKABLE CONTENT @EBA2011 @Wilhelmus
- 33. OVERLAPPING COMMUNITIES @EBA2011 Passion passion Influencers Influencers Community Community @Wilhelmus
- 34. REMARKABLE CAMPAIGN @EBA2011 “Get people talking about Dallas” @Wilhelmus
- 36. @EBA2011 Remarkable Experience: LOCAL TEAM Influencers: MEDIA, BLOGGERS Community: EVERYBODY IN TOWN @Wilhelmus
- 37. A REMARKABLE CONTEST @EBA2011 offline work of mouth social media conversations influencers remarkable event @Wilhelmus
- 46. @EBA2011 “This promotion/activity brought out the best in all of us. We approached total strangers without fear or judgement. We looked each other in the eye, spoke and smiled I just want to say „thank-you‟ for such an absolutely fun and memorable experience.” -- Len Stanley @Wilhelmus
- 47. THANK YOU stay in touch thinksocialmedia.com wilhelmus.ca @wilhelmus william@thinksocialmedia.com
Editor's Notes
- This is Roy Choi. He lives in LA and used to be a chef at high-end restaurants. But now he’s a successful entrepreneur. Let me tell you what he did. And also what those giant tubs of meat are.
- One day a friend of his came to him with an idea. They were going to sell tacos. But no any taco. Korean-bbq type tacos. Call it a mexicanfushion dish. How do you make a Korean BBQ Taco successful?
- First you start selling them out of a truck. And second, you keep moving the truck around so nobody really knows where you are. Does it sound like a recipe for success yet?
- Twitter! Roy and his staff use Twitter to tell their Twitter followers where they’re going to be and when. They also use it to stay in touch, take suggestions for locations and more. And as a result, they have created a huge fanbase.
- allenjaelejslander
- Passion is very strong interest. Passion is the heartbeat of the community – very few people write about topics in great volumeInfluencers are people who are interested in the topic and are influencers in a larger community(ie – cooking with lavendarblogger (passion), homeopathic medicine interest (influencers) – larger community of natural remedies/diets)
- MikeyDa Photographer
- Passion is very strong interest. Passion is the heartbeat of the community – very few people write about topics in great volumeInfluencers are people who are interested in the topic and are influencers in a larger community(ie – cooking with lavendarblogger (passion), homeopathic medicine interest (influencers) – larger community of natural remedies/diets)
- When one starts with small niches the presumption is often that the numbers are too small to matter. However, strong communities grow organically as you can see with the HonoluluMarathon. Equally important is the fact that they interconnect with other communities. People have multiple interests and the overlap is where richness and relevance (for consumers) can be found.
- Passion is very strong interest. Passion is the heartbeat of the community – very few people write about topics in great volumeInfluencers are people who are interested in the topic and are influencers in a larger community(ie – cooking with lavendarblogger (passion), homeopathic medicine interest (influencers) – larger community of natural remedies/diets)
- Momentum building – twitter conversation