have your ambassadors build your destination - isabel mosk, think!
DESCRIPTION
Social Media Week Rotterdam meets TravelNext. Als contentpartner heeft TravelNext drie sessies gehost gerelateerd aan de ontwikkelingen van social media binnen travel, tourism en leisure. Isabel Mosk gaf een inspiratie sessie destinatiemarketing met de mooiste cases over ambassadeurs, engagement en social media.TRANSCRIPT
#SMWRDAM | #TRAVELNEXT @ISABELMOSK
Vancouver | Detroit | Amsterdam | Sydney
#SMWRDAMISABEL MOSK
@ISABELMOSK
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TRUST THROUGH SOCIAL MEDIA
recommendations from people you know: 92%
consumer opinions posted online: 70%
TV/magazine/OOH advertising: 47%
Nielsen Global Trust in Advertising and Brand Messages April 2012
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TRIPADVISOR
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DESTINATION BRANDS AREBUILT SOCIALLY
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Tourism brand
•The sum of stories people hear •The sum of experiences people have
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DESTINATION MARKETING = STORYTELLING
advertising storiesX
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Of Facebook users regularly share travel stories.
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update their status on Facebook while they are on holiday
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Facebookers said “that seeing friends’ holiday pictures hadInspired them to book a holiday to the same place”
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otherpeople’sstories
your stories
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DESTINATIONMANAGEMENT, NOT MARKETING
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A DESTINATION IS THE STAGE FOR STORIES
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STORIES NEED TO BE MANAGED
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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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KNOW THE STORIES YOUR TELLING
Sveinn Birkir BjörnssonPromote Iceland
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Peter KentieEHV635
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THE DESTINATION EXPERIENCE
Individual’s journey
remarkable experiences
bad experiences
Meh
Love it
HATE IT
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BRISTOL TRAINED CAB DRIVERS
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MARKETING BY ACTIVATING STORYTELLERS
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“Get people talking and they will do the marketing for you”
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MARKETING THROUGH STORYTELLERS
stories storytellers target audience
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DESTINATION STORYTELLERS
Destination
Staff
Residents
(Past) visitors
Industry
Influencers
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VISITORS
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RESIDENTS
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INDUSTRY - SEYCHELLES
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INFLUENCERS
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AMBASSADORS
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BEYOND THE BLOG TRIP
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ENCOURAGE SHARING
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REMARKABLE EXPERIENCES ARE SHARED
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MAKE IT ACCESSIBLE
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BE REMARKABLE
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MARKET TO PASSIONATE NICHES
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• 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)
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SOCIAL AT THE CORE OF YOUR MARKETING
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SOCIAL AT THE CORE OF MARKETING
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GUIDE PHOTO SELECTION
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