1. Passionate
Communities
@rodneyp

5. PURCHASE FUNNEL
Awareness
Considera-on
Interest
Purchase
Visit
Repeat
&
Referal

6. Tradi&onal
Media
Social Media
Shotgun Rifle

7. North American consumers
are exposed to hundreds
of advertisements per day.

9. Narrow
The
Funnel
Awareness
Consideration
Interested
Purchase
Visit
Repeat
-­‐-­‐
& Refer ++

10. Only 14% of
consumers trust
advertisements.

11. 78% of consumers trust
peer recommendations

19. Social
Purchase
funnel
Awareness
Consideration
Intent
Book
On Trip
Repeat
Recommend

20. SOCIAL MEDIA
CONSUMER NEEDS , DR
CABARETE
Exceed expectations
Maintain post-purchase

22. Exceed expectations
Maintain post-purchase

38. COMMUNITIES FORM AROUND PASSION
Passion
Influencers
Community

40. PASSIONS OVERLAP
Stand
Up
Paddling
Kite
Boarding
Windsurfing

41. SQUAMISH, BC

42. TEST OF METAL

43. Where do you live?
Did you stay overnight?
Did you visit to pre-ride?
How many in your party?
Estimate of spend?

44. ECONOMIC IMPACT STUDY 2006
“Generated $1.7 million in Squamish”

46. WORK
WITH
YOUR
INDUSTRY

48. TOP-DOWN, BOTTOM-UP
Des-na-on
Top
Down:
BoBom
Up:
This
des-na-on
is
This
des-na-on
is
a
place
where
you
the
place
to
do
can
do
these
these
things
things
niche
niche
niche
niche
niche
niche

49. CASE STUDY:
Dallas Superbowl 2011

50. “Get people talking about Dallas”

52. Passion
Influencers
Community

58. Passion
Influencers
Community

77. “This promotion/activity brought out the best in all of us. We
approached total strangers without fear or judgment. 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

78. “This promotion/activity brought out the best in all of us. We
approached total strangers without fear or judgment. 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

79. “This promotion/activity brought out the best in all of us. We
approached total strangers without fear or judgment. 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

80. “This promotion/activity brought out the best in all of us. We
approached total strangers without fear or judgment. 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

81. “This promotion/activity brought out the best in all of us. We
approached total strangers without fear or judgment. 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

82. “This promotion/activity brought out the best in all of us. We
approached total strangers without fear or judgment. 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

83. “This promotion/activity brought out the best in all of us. We
approached total strangers without fear or judgment. 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

86. "Five years ago social media
was 3% of our total media
spend. Today it’s more than
20% and growing fast."

87. Destinations are rooted
in traditional marketing.

88. Destinations are rooted
in traditional marketing:
Focused on the tools.

89. Destinations are rooted
in traditional marketing:
Focused on the tools.
Broadcasting to large
audiences.

90. Your Job?

91. Your Job?
Break through the politics.

92. Your Job?
Break through the politics.
Chip away at the culture.

93. A DESTINATION THAT MARKETS ITSELF
Research
Product Marketing Delivery
Research Recommendations Customer satisfaction
Manage Extend
Feedback
Community Relationship

94. KEY TAKEAWAYS
1. Communication has changed forever

95. KEY TAKEAWAYS
1. Communication has changed forever
2. We talk about what we’re interested in

96. KEY TAKEAWAYS
1. Communication has changed forever
2. We talk about what we’re interested in
3. The shape of the purchase funnel has
changed. Broadcast doesn’t work.

97. KEY TAKEAWAYS
1. Communication has changed forever
2. We talk about what we’re interested in
3. The shape of the purchase funnel has
changed. Broadcast doesn’t work.
4. You can’t be everything to everyone

98. KEY TAKEAWAYS
1. Communication has changed forever
2. We talk about what we’re interested in
3. The shape of the purchase funnel has
changed. Broadcast doesn’t work.
4. You can’t be everything to everyone
5. Forget top-down, focus on bottom up

99. KEY TAKEAWAYS
1. Communication has changed forever
2. We talk about what we’re interested in
3. The shape of the purchase funnel has
changed. Broadcast doesn’t work.
4. You can’t be everything to everyone
5. Forget top-down, focus on bottom up
6. Always listen to consumers before you talk

100. KEY TAKEAWAYS
1. Communication has changed forever
2. We talk about what we’re interested in
3. The shape of the purchase funnel has
changed. Broadcast doesn’t work.
4. You can’t be everything to everyone
5. Forget top-down, focus on bottom up
6. Always listen to consumers before you talk
7. Relationships with influencers are key

101. KEY TAKEAWAYS
1. Communication has changed forever
2. We talk about what we’re interested in
3. The shape of the purchase funnel has
changed. Broadcast doesn’t work.
4. You can’t be everything to everyone
5. Forget top-down, focus on bottom up
6. Always listen to consumers before you talk
7. Relationships with influencers are key
8. Consumers draw each other through the
purchase funnel

102. Social
Purchase
funnel
Awareness
Consideration
do not
Intent repea
repeat
t
Book
On Trip
Repeat
Recommend

104. www.thinksocialmedia.com
Rodney Payne
@rodneyp

105. DMOs are organized for
business before the internet
existed.