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Vancouver | Detroit | Amsterdam | Sydney
ISABEL MOSK
@ISABELMOSK
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.
Think!Amsterdam
Think!Amsterdam
Think!Amsterdam
Think!Amsterdam
People under
the age of 30
don’t know life
without the
internet.
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
Think!Amsterdam
gapingvoid.com
Think!Amsterdam
TRIPADVISOR UNDERSTANDS THIS
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.***
Think!Amsterdam
Think!Amsterdam
Think!Amsterdam
Think!Amsterdam
Think!Amsterdam
Think!Amsterdam
Think!Amsterdam
KEY TAKE-AWAYS
1. Social media is a trusted source of
information
Think!Amsterdam
Facebook
user
150
friends
15,000
friends of friends
1,500,000
friends of friends
THE NETWORK EFFECT OF SOCIAL MEDIA
Think!Amsterdam
http://www.tourism.australia.com/en-au/documents/Corporate%20-%20Markets/Industry_Briefing_Sydney.pdf
MARKETING TO FRIENDS OF FANS
Think!Amsterdam
THE NETWORK STRATEGY
Think!Amsterdam
KEY TAKE-AWAYS
1. Social Media is a trusted source
2. The network effect generates reach
Think!Amsterdam
TRAVELLERS SHARE THEIR STORIES
Think!Amsterdam
Think!Amsterdam
EFFECTIVENESS & EFFICIENCY
advertising storiesX
Think!Amsterdam
++--
GOAL: NARROW THE FUNNEL
Awareness
Consideration
Intent
Purchase
Visit
ineffective use of resources
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
Think!Amsterdam
Tourism brand
•The sum of stories people hear
•The sum of experiences people have
Think!Amsterdam
STORYTELLING; A DESTINATION IS THE STAGE
Think!Amsterdam
FEEDBACK LOOPS
Awareness
Consideration
Interested
Purchase
Visit
Evaluate
Think!Amsterdam
POSITIVE DESTINATION EXPERIENCES
Think!Amsterdam
Think!Amsterdam
Think!Amsterdam
Think!Amsterdam
NEGATIVE DESTINATION EXPERIENCES
Bad destination experiences Negative influencer experience
Politically motivated boycotts
Natural disasters
Think!Amsterdam
Think!Amsterdam
SOCIAL MEDIA MONITORING
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
Think!Amsterdam
GET PEOPLE TALKING AND THEY’LL DO THE
MARKETING FOR YOU
Think!Amsterdam
PASSIONATE COMMUNITIES
Passion
Influencers
Community
Everybody
else
Think!Amsterdam
Think!Amsterdam
PASSIONATE COMMUNITIES
Fashion
Fashion
bloggers
Fashion
community
Everybody
else
Think!Amsterdam
GET PEOPLE TALKING
Think!Amsterdam
REMARKABLE CONTENT
Think!Amsterdam
REMARKABLE BLOG TRIP
#soultrip Oostende
Think!Amsterdam
Think!Amsterdam
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
Think!Amsterdam
SOCIAL AT THE CORE OF MARKETING
Think!Amsterdam
GUIDE PHOTO SELECTION
Think!Amsterdam
CONFERENCES
Think!Amsterdam
Think!Amsterdam
Think!Amsterdam
Think!Amsterdam
Think!Amsterdam
Think!Amsterdam
Think!Amsterdam
Think!Amsterdam
Think!Amsterdam
Think!Amsterdam
Think!Amsterdam
Think!Amsterdam
Think!Amsterdam
Think!Amsterdam
FANS AND REACH
Friends of fans
4.872.132
9.666
Fans
Think!Amsterdam
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
Think!Amsterdam
Thank you &
stay in touch!
@isabelmosk
isabel@thinksocialmedia.com

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Presentatie Inholland

Notas do Editor

  1. .
  2. De key take-away is dat verhalen het merk van een bestemming bouwen. Dit kunnen positieve, maar ook negatieve verhalen zijn.
  3. .
  4. .