presentatie think! - antor 12-09-13
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Vancouver | Detroit | Amsterdam | Sydney
ISABEL MOSK@ISABELMOSK
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Robyn@ BCRobyn
William@Wilhelmus
Brian@BVMatson
come say hi
We believe that the travel experiences enhances people’s
lives and that tourism makes the world a better place.
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People under the age of 30 don’t know life without the internet.
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TRUST
recommendations from people you know: 92%
consumer opinions posted online: 70%
advertising: 47%
Nielsen Global Trust in Advertising and Brand Messages April 2012
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gapingvoid.com
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TRIPADVISOR UNDERSTANDS THIS
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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.***
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KEY TAKE-AWAYS
1. Social media is a trusted source of information
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Facebookuser
150friends
15,000friends of friends
1,500,000friends of friends
THE NETWORK EFFECT OF SOCIAL MEDIA
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http://www.tourism.australia.com/en-au/documents/Corporate%20-%20Markets/Industry_Briefing_Sydney.pdf
MARKETING TO FRIENDS OF FANS
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KEY TAKE-AWAYS
1. Social Media is a trusted source2. The network effect generates reach
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TRAVELLERS SHARE THEIR STORIES
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EFFECTIVENESS & EFFICIENCY
advertising storiesX
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++--
GOAL: NARROW THE FUNNEL
Awareness
Consideration
Intent
Purchase
Visit
Evaluate
ineffective use of resources
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KEY TAKE-AWAYS
1. Social Media is a trusted source2. The network effect generates reach3. Traditional marketing has lost it’s
effectiveness and efficiency
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TOURISM BRAND
• The sum of all stories somebody hears about a destination
• The sum of all experiences during a trip
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STORYTELLING; A DESTINATION IS THE STAGE
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FEEDBACK LOOPS
Awareness
Consideration
Interested
Purchase
Visit
Evaluate
Do not repeat
Tell others not to buy
Advocate to others
Repeat
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SOCIAL MEDIA MONITORING
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KEY TAKE-AWAYS
1. Social Media is a trusted source2. The network effect generates reach3. Traditional marketing has lost it’s
effectiveness and efficiency4. Stories build a destination brand
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GET PEOPLE TALKING AND THEY’LL DO THE MARKETING FOR YOU
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PASSIONATE COMMUNITIES
PassionInfluencersCommunityEverybody else
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REMARKABLE EVENTS
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REMARKABLE CONTENT
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REMARKABLE BLOG TRIP
#soultrip Oostende
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KEY TAKE-AWAYS
1. Social Media is a trusted source2. The network effect generates reach3. Traditional marketing has lost it’s
effectiveness and efficiency4. Stories build a destination brand5. Niche communities start storytelling
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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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RETURN
- Client objectives achieved
- Build a blog full of content
- Engage the industry
- Connect with target audience
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FESTIVAL EXPRESS
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FANS AND REACH
Friends of fans4.872.132
9.666Fans
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RETURN
- Connection with bloggers as festival buddies
- Authentic stories about festival & destination
- Happy bloggers & inspiration for their followers
- ‘Ambassadors’ for Flanders
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KEY TAKE-AWAYS
1. Social Media is a trusted source2. The network effect generates reach3. Traditional marketing has lost it’s
effectiveness and efficiency4. Stories build a destination brand5. Niche communities start storytelling6. Social at the core of your marketing