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Destination marketingTRANSCRIPT
- 1. Vancouver | Detroit | Amsterdam | SydneyNHTVISABEL MOSK@ISABELMOSK
2. Think! Amsterdam 3. Think! Amsterdam 4. Think! Amsterdam 5. Think! AmsterdamPeople underthe age of 30dont know lifewithout theinternet. 6. Think! AmsterdamTRUST THROUGH SOCIAL MEDIATV/magazine/OOH advertising: 47%consumer opinions posted online: 70%recommendations from people you know: 92%Nielsen Global Trust in Advertising and Brand Messages April 2012 7. Think! Amsterdamgapingvoid.com 8. Think! AmsterdamTRIPADVISOR 9. Think! AmsterdamDESTINATIONBRANDS AREBUILT SOCIALLY 10. Think! AmsterdamTourism brandThe sum of stories people hearThe sum of experiences people have 11. Think! AmsterdamDESTINATION MARKETING = STORYTELLINGadvXertising stories 12. Think! AmsterdamGOAL: NARROW THE FUNNELineffective use of resourcesAwarenessConsiderationIntentPurchaseVisit-- ++ 13. Think! Amsterdam2/3share theirtravel planson Facebook 14. Think! Amsterdam>70%update theirstatus onFacebook whilethey are onholiday 15. Think! Amsterdam52% ofFacebookers saidthat seeing friendsholiday pictures hadInspired them tobook a holidayto the same place 16. Think! Amsterdam 17. Think! Amsterdam 18. Think! Amsterdam 19. Think! Amsterdam 20. Think! Amsterdam 21. Think! Amsterdamotherpeoplesstoriesyour stories 22. Think! AmsterdamNETWORK EFFECT CREATES SCALEFacebookuser150friends15,000friends of friends1,500,000friends of friends 23. Think! AmsterdamMARKETING TO FRIENDS OF FANShttp://www.tourism.australia.com/en-au/documents/Corporate%20-%20Markets/Industry_Briefing_Sydney.pdf 24. Think! AmsterdamGet people talking and theywill do the marketing for you 25. Think! AmsterdamDESTINATIONMANAGEMENT, NOT MARKETING 26. Think! Amsterdam 27. Think! Amsterdam 28. Think! AmsterdamSTORIES NEED TO BE MANAGED 29. Think! AmsterdamFEEDBACK LOOPSAwarenessConsiderationInterestedPurchaseVisitEvaluate 30. Think! AmsterdamNEGATIVE STORIESBad destination experiences Negative influencer experiencePolitically motivated boycottsNatural disasters 31. Think! AmsterdamSOCIAL MEDIA MONITORING 32. Think! AmsterdamMEASURING THE DESTINATION EXPERIENCEWould you recommend this destination to a friend?negative storiespositivestories 33. Think! AmsterdamKNOW THE STORIES YOUR TELLINGSveinn Birkir BjrnssonPromote Iceland 34. Think! AmsterdamPeter KentieEHV635 35. Think! AmsterdamMAPPING THE CUSTOMER JOURNEYIndividuals journeyremarkable experiencesbad experiencesLove itMehHATE IT 36. Think! AmsterdamMARKETING BYACTIVATING STORYTELLERS 37. Think! AmsterdamMARKETING THROUGH STORYTELLERSstories storytellers target audience 38. Think! AmsterdamDESTINATION STORYTELLERSStaffDestinationResidentsPastvisitorsInfluencersIndustry 39. Think! AmsterdamCONSUMERS 40. Think! AmsterdamRESIDENTS 41. Think! AmsterdamINDUSTRY - SEYCHELLES 42. Think! AmsterdamDIGITAL INFLUENCERSAnna WintourBryanboy 43. Think! AmsterdamREMARKABLE EXPERIENCES 44. Think! AmsterdamREMARKABLE EXPERIENCES ARE SHARED 45. Think! AmsterdamENCOURAGE SHARING 46. Think! AmsterdamENCOURAGE SHARING 47. Think! AmsterdamMAKE IT ACCESSIBLE 48. Think! AmsterdamBE REMARKABLE 49. Think! AmsterdamREMARKABLE CONTENT 50. Think! AmsterdamTHE NETWORK STRATEGY 51. Think! AmsterdamACTIVATE INFLUENCERS 52. Think! AmsterdamBLOGGERS ARE CONTENT CREATORS 53. Think! AmsterdamBLOGGERS ARE STORYTELLERS 54. Think! AmsterdamBLOGGERS ARE INFLUENCERS 55. Think! AmsterdamBEYOND THE BLOG TRIP 56. Think! Amsterdam 57. Think! Amsterdam 58. Think! AmsterdamMARKET TOPASSIONATE NICHES 59. Think! Amsterdam 60. Think! Amsterdam 61. Think! Amsterdam 62. Think! Amsterdam 54 posts were written by the bloggers 192K people read those posts 547 tweets #FASHIONINANTWERP 281K people got involved 63. Think! Amsterdam 64. Think! Amsterdam Antwerp in top ten ofFashion capitals in theworld (Globallanguage monitor) A fashion communitythat keeps on growing Good contacts withthe fashion bloggers(that kept coming toAntwerp in themonths after the blogtrip and kept onwriting after the blogtrip) 65. Think! AmsterdamPASSIONATE COMMUNITIESpassioninfluencerscommunityeverybodyelse 66. Think! AmsterdamBrowniesThe term used to describe the fancommunity (usually adult men) of theshow My Little Pony: Friendship is Magic. 67. Think! AmsterdamPASSIONATE COMMUNITIES 68. Think! Amsterdam 69. Think! Amsterdam 70. Think! AmsterdamSOCIAL AT THE COREOF YOUR MARKETING 71. Think! AmsterdamSOCIAL AT THE CORE OF MARKETING 72. Think! AmsterdamGUIDE PHOTO SELECTION 73. Think! Amsterdam 74. Think! Amsterdam 75. Think! Amsterdam 76. Think! Amsterdam 77. Think! Amsterdam 78. Think! Amsterdam 79. Think! Amsterdam 80. Think! Amsterdam 81. Think! Amsterdam 82. Think! AmsterdamStay in touch!@[email protected]