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

2. Think! Amsterdam

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

4. Think! Amsterdam

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

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

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gapingvoid.com

8. Think! Amsterdam

9. 83%
of travellers
usually or always
consult TripAdvisor
reviews
before
booking a hotel.**
81%
of travellers
said reviews were
important
when
deciding
which
hotel to stay at.*
75%
of travellers
said their holiday was
better because they
used reviews to make
sure they picked the
best place for them.**
52%
of Facebookers
said
“that
seeing
friends’ holiday pictures
had inspired them to
book a holiday to the
same place.***
* Forrester, 2011
** Phocuswright, 2011
*** Skyscanner, 2011
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IMPACT ON TRAVEL AND TOURISM

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16. 1. Social media is a trusted source of
information
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KEY TAKE-AWAYS

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

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

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

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TRAVELLERS SHARE THEIR STORIES

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22. X
advertising
stories
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EFFECTIVENESS & EFFICIENCY

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

24. 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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KEY TAKE-AWAYS

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

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STORYTELLING; A DESTINATION IS THE STAGE

27. Awareness
Consideration
Interested
Purchase
Visit
Evaluate
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FEEDBACK LOOPS

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POSITIVE DESTINATION EXPERIENCES

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32. Bad destination experiences
Negative influencer experience
Politically motivated boycotts
Natural disasters
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NEGATIVE DESTINATION EXPERIENCES

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SOCIAL MEDIA MONITORING

35. 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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KEY TAKE-AWAYS

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

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38. Anna Wintour
Bryanboy
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BLOGGERS ARE (FINALLY) TAKEN SERIOUSLY

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40. Passion
Influencers
Community
Everybody
else
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PASSIONATE COMMUNITIES

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REMARKABLE EVENTS

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REMARKABLE CONTENT

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REMARKABLE BLOG TRIP
Soul trip Oostende

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46. 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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KEY TAKE-AWAYS

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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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63. Friends of fans
4.872.132
9.666
Fans
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FANS AND REACH

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65. 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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KEY TAKE-AWAYS

66. @isabelmosk
isabel@thinksocialmedia.com
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Thank you!