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

2. Think!Amsterdam 3. Think!Amsterdam 4. Think!Amsterdam Tourism brand The sum of stories people hear The sum of experiences people have 5. Think!Amsterdam BUILDING BRAND advertising storiesX 6. Think!Amsterdam MARKETING THROUGH STORYTELLERS stories storytellers target audience 7. Think!Amsterdam DESTINATION STORYTELLERS Destination Staff Residents Past visitors Industry Influencers 8. Think!Amsterdam BLOGGERS ARE CONTENT CREATORS 9. Think!Amsterdam BLOGGERS ARE STORYTELLERS 10. Think!Amsterdam BLOGGERS ARE INFLUENCERS 11. Think!Amsterdam PASSIONATE COMMUNITIES passion influencers community everybody else 12. Think!Amsterdam 13. Think!Amsterdam Brownies The term used to describe the fan community (usually adult men) of the show My Little Pony: Friendship is Magic. 14. Think!Amsterdam Awareness Consideration Intent Purchase Visit Evaluate THE VALUE OF BLOGGERS TO DMOS Blogger Campaigns 15. Think!Amsterdam BLOG TRIPS 16. Think!Amsterdam 17. Think!Amsterdam 18. Think!Amsterdam BLOGGER SELECTION 19. Think!Amsterdam 1) VALUE TO THE BLOGGER 20. Think!Amsterdam 2) REACH; THE SIZE OF THE AUDIENCE 21. Think!Amsterdam 3) AUDIENCE DEMOGRAPHICS 22. Think!Amsterdam 4) INFLUENCE IN A NICHE 23. Think!Amsterdam 5) CONNECTION TO OTHER INFLUENCERS 24. Think!Amsterdam 6) QUALITY AND STYLE OF WRITING 25. Think!Amsterdam 7) SPEED OF COMMUNICATION 26. Think!Amsterdam 8) USE OF TECHNOLOGY AND TOOLS 27. Think!Amsterdam 9) PERSONALITY 28. Think!Amsterdam 29. Think!Amsterdam 30. Think!Amsterdam 31. Think!Amsterdam 54 posts were written by the bloggers 192K people read those posts 547 tweets #FASHIONINANTWERP 281K people got involved 32. Think!Amsterdam 33. Think!Amsterdam Antwerp in top ten of Fashion capitals in the world (Global language monitor) A fashion community that keeps on growing Good contacts with the fashion bloggers (that kept coming to Antwerp in the months after the blog trip and kept on writing after the blog trip) 34. Think!Amsterdam ACTIVATING NOMADS 35. Think!Amsterdam BEYOND THE BLOG TRIP 36. Think!Amsterdam 37. Think!Amsterdam 38. Think!Amsterdam BLOGGER TAKE-AWAYS 1. Find your niche! 2. Build a community 3. Be clear about your approach and objectives 4. Understand the destinations objectives and expectations 5. Stay humble 39. Think!Amsterdam Bedankt! @isabelmosk isabel@thinksocialmedia.com