Bloggers clinic van #iabc op 17-07-2014

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

2. Think!Amsterdam

3. Think!Amsterdam

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Tourism brand
•The sum of stories people hear
•The sum of experiences people have

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BUILDING BRAND
advertising storiesX

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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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BLOGGERS ARE CONTENT CREATORS

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BLOGGERS ARE STORYTELLERS

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BLOGGERS ARE INFLUENCERS

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PASSIONATE COMMUNITIES
passion
influencers
community
everybody
else

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Brownies
The term used to describe the fan
community (usually adult men) of the
show My Little Pony: Friendship is Magic.

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Awareness
Consideration
Intent
Purchase
Visit
Evaluate
THE VALUE OF BLOGGERS TO DMOS
Blogger
Campaigns

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BLOG TRIPS

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BLOGGER SELECTION

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1) VALUE TO THE BLOGGER

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2) REACH; THE SIZE OF THE AUDIENCE

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3) AUDIENCE DEMOGRAPHICS

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4) INFLUENCE IN A NICHE

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5) CONNECTION TO OTHER INFLUENCERS

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6) QUALITY AND STYLE OF WRITING

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7) SPEED OF COMMUNICATION

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8) USE OF TECHNOLOGY AND TOOLS

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9) PERSONALITY

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• 54 posts were written by the bloggers
• 192K people read those posts
• 547 tweets #FASHIONINANTWERP
• 281K people got involved

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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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ACTIVATING NOMADS

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BEYOND THE BLOG TRIP

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BLOGGER TAKE-AWAYS
1. Find your niche!
2. Build a community
3. Be clear about your approach and
objectives
4. Understand the destination’s objectives
and expectations
5. Stay humble

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Bedankt!
@isabelmosk
isabel@thinksocialmedia.com