Bringing it all together – Key take-aways to bring back to your organization today | William Bakker | #SoMeT15EU Amsterdam, Netherlands

•

0 likes•331 views

SoMeT: A New Model for Destination Marketing

At SoMeT, you’re going to hear a lot of inspirational ideas and campaigns, and William will help you to leave with an understanding of how all of this inspiration might fit together. William will look at the patterns he observes from the presentations at the conference and put this in context with the broader implications he sees for Destination Marketers. William Bakker is Chief Strategist at Destination Think!, a global marketing agency focusing exclusively on the tourism industry. He is considered a leader in the world of digital destination marketing and speaks at conferences around the world. Before joining Destination Think! in 2010, William was the eMarketing Director at Tourism British Columbia for over 10 years. You can read his thoughts on his blog: wilhelmus.ca. This will be William’s second appearance on stage at SoMeT Europe. See his latest presentation at SoMeT USA in Nashville, Tennessee last November 2014.

Marketing

Key takeaways from
#SoMeT15EU
William Bakker
@wilhelmus

Things I’ve learned
Jochem van Drimmelen - KLM
#SoMeT15EU
Evgenia Egorova, Northern Norway Tourist Board,

Things I’ve learned
#SoMeT15EU
Evgenia Egorova, Northern Norway Tourist Board,

8,000 photographers
50% shares on social
1.2M people reached
EVERY DAY!

8,000 photographers
50% shares on social
1.2M people reached
EVERY DAY!
other
people’s
stories
your stories

8,000 photographers
50% shares on social
1.2M people reached
EVERY DAY!
other
people’s
stories
your stories
others are doing the
marketing for you

other
people’s
stories
your stories
#SoMeT15EU
Thomas Sprangers, Destination Think!,

destination
storytelling
a destination
is the stage

11
a visitor is
the lead
character
destination
storytelling

12
products are scenes
destination
storytelling

13
staff is the
supporting
cast
destination
storytelling

14
experiences
create the plot
destination
storytelling

15
the story is told
in social media
destination
storytelling

find/create your (nice)
destination story
#SoMeT14US
Jef Pelkmans, Brandhome

find/create your
destination story
(be honest)
#SoMeT15EU
Evgenia Egorova, Northern Norway Tourist Board,

Manage the destination
experience
#SoMeT15EU
Thomas Sprangers, Destination Think!,

19
Get your story told by
the right people
#SoMeT15EU
Miquel Alabern, Catalan Tourist Board
,
#SoMeT15EU
Miquel Alabern, Catalan Tourist Board
,

20
Get the story told by the
right people
#SoMeT14US
Leah Poulton - Destination British Columbia

Curate, mitigate,
amplify
#SoMeT15EU
Dimitris Tsoukalas, Marketing Greece
,
#SoMeT15EU
Nancy Smith, Travel Alberta

create an integrated
channel strategy
Ciaran Doherty - Tourism Ireland
#SoMeT14US
Thomas Sprangers – Destination Think!
#SoMeT15EU

Set focussed objectives
&
KPIs you can control
#SoMeT14US
Heidi Sørvig - Visit Sørlandet
Destination BC strategy launch
Marsha Walden – Destination BC

26
Create your strategy
Benchmark
Move forward

LEAD!
#SoMeT15EU
Heleen Huisjes, VisitBrabant

28
1. Find/create your niche destination
story
2. Manage the destination experience
3. Get your stories told by the right
people
4. Curate, mitigate, amplify
5. Integrate your channels
Summary
6. Focus your objectives
7. Set KPIs you can control
8. Create a strategy
9. Set benchmarks and move forward
10.LEAD!

Value to the influencer1
Reach/size of the audience2
Audience demographics3
Influence in a niche4
Connection to other influencers5
Quality and style of content6
Speed of creation/communication7
Use of technology and tools8
Personality9

Community
Forum
FAQ
Knowledge Base
Promotions
Blog
Social Networks
Newsletter
Website
Store
eCommerce
Direct Mail
Email
Media
BlogReviews
Social Ads
PPC
Email
Online Ads
Word of Mouth
Radio / TV / Print
PR
AdvocacyRetentionPurchaseConsiderationAwareness

More from SoMeT: A New Model for Destination Marketing

Millennials are an entire generation shaped by digital technology. This is a generation that values experience over talk and is motivated by their desire for social consciousness. In Sandee Jordan’s presentation, discover how to convey your online marketing message to the youngest and most tech savvy audience on the internet. Sandee began working at Simpleview in 2012 and serves as one of the company’s SEM Analysts. In her role, Sandee works with clients to continuously refine and evolve their websites through constantly improving traffic quality and volume, increasing bookings, building databases and meeting client goals. She gained more than ten years of marketing experience from assessing client web traffic patterns and developing online marketing strategies in San Francisco and New York.

Marketing to millennials | Sandee Jordan | #SoMeT15US New Orleans, USA

SoMeT: A New Model for Destination Marketing

Scott Caufield manages the Midwest region at TripAdvisor where he helps destinations and non-profit attractions gain exposure to the site’s 375 million monthly travelers. Fifteen years of digital advertising experience has enabled Scott to work with hundreds of clients in the travel sector to help them navigate the ever-evolving world of online marketing. Scott is a member of several professional travel associations, and speaks to groups across the Central US on how to get the most out of TripAdvisor.

The changing digital visitor: how the modern travel consumer finds inspiratio...

SoMeT: A New Model for Destination Marketing

Videos let you tell stories of your destination in a way that text and images just can’t. Luckily, creating video in 2015 isn’t nearly as difficult or expensive as it used to be. In this session you’ll learn 25 tips and tactics that will help you up your video game. We’ve included some smartphone-specific tips, but there will be takeaways regardless of how you’re shooting your video. Jeremy A. Williams is the Vice President of Marketing and Communications at Candidio and 12 Stars Media and works hard to develop the right marketing strategies to move the companies ahead. Jeremy spent more than six years at the Indiana Office of Tourism Development and his since been recognized as one of the top 10 tourism professionals on Twitter (@jeremyawilliams).

25 smartphone video tactics you can use today | Jeremy Williams | #SoMeT15US ...

SoMeT: A New Model for Destination Marketing

Kristian Sonnier is a communications professional who has specialized in the strategic management of public, media and community relations for the past 21 years. In that time, he has developed deep experience in special event and crisis communications planning and execution. Mark Romig is President and CEO of the New Orleans Tourism Marketing Corporation. They co-presented on marketing after a crisis at #SoMeT15US.

Marketing after a crisis | Kristian Sonnier & Mark Romig | #SoMeT15US New Orl...

SoMeT: A New Model for Destination Marketing

In 2011, when Ontario, Canada established tourism regions in order to spur the provincial tourism economy, most of those new regions invested in creating and promoting new brands. Regional Tourism Organization Four Inc.(‘RTO4′) went the opposite direction. First, the organization chose a name that couldn’t be more obscure and second, committed to a process of critically assessing all its initiatives based on a strict model of goal – strategy – measurement. The regional tourism board focuses on helping the destinations in their region to become highly effective in their marketing approach through product development and differentiation. Today the team works with operators in their region to market their businesses more efficiently through a combination of digital tools and strategies that have a proven ROI. This is RTO4 – a destination with a highly relevant approach to modern destination marketing. In this keynote, CEO, David Peacock, shared the history of how RTO4 became a tourism development incubator and their vision for a new approach to destination marketing that is suitable for the connected and distributed economy.

Leading a destination in the connected economy | David Peacock | #SoMeT15US N...

SoMeT: A New Model for Destination Marketing

In the closing keynote of #SoMeT15US, William looked at the overall state of destination marketing and put this in context with the broader opportunities he sees for Destination Marketers. As part of his presentation, he introduced an exciting new standard we developed with six DMOs around the world that finally answers the question “What’s the ROI of social media?” To get notified when William's whitepaper on this topic becomes available, sign-up here http://destinationthink.com/. William Bakker is Chief Strategist at Destination Think!, a global marketing agency focusing exclusively on the tourism industry. He is considered a leader in the world of digital destination marketing and speaks at conferences around the world.

The state of destination marketing: including launch of a new international s...

SoMeT: A New Model for Destination Marketing

Social transformation is happening throughout the business world whether you’re part of it or not. At #SoMeT15US, we heard from Mark Rybchuk, Hootsuite’s Specialist, State & Local Government and learned how this transformation is important to Destination Marketing Organizations. Get practical advice to get empowered to sell social change into your organization and takeaway key strategic considerations specifically for DMOs as you scale social media across departments from his presentation. Beyond marketing and communications, hear how you can optimize social media effectively in other departments like Customer Service, Sales and HR. The presentation concluded with a fireside chat with Destination BC to showcase how DMOs leverage the power of social to drive business objectives.

Social innovation: Strategic considerations for Destination Marketers | Mark ...

SoMeT: A New Model for Destination Marketing

Melissa Washington helped demystify the use of LinkedIn in the world of destination marketing. LinkedIn is usually not the first social media platform thought of when it comes to helping promote a destination. LinkedIn should be in your social media tool box and Melissa will share why and how in her session. She is an early adopter of LinkedIn, joining in 2011 (LinkedIn started in 2010). She has used this dynamic platform for selling, researching, marketing, job seeking, recruiting, and collaborating. The main topics Melissa focused on were: - How to use LinkedIn to promote your destination - Having your employees become your brand ambassadors - Targeted news updates - Build connections for meeting and event organizers - BONUS – Never make a cold call again

The power of LinkedIn in promoting your destination | Melissa Washington | #S...

SoMeT: A New Model for Destination Marketing

Eagle, Colorado has a passion for mountain biking, and they’re using it to their advantage. Destinations can achieve wonders by focusing on what they do best to differentiate from the crowd, and Eagle is proof. They’ve even traded their foot paths for a mountain biking trail system! Learn from Amy Cassidy how the remarkable Town of Eagle’s trail system draws in visitors within the mountain biking niche. Eagle focuses on mountain biking, but along with the mountain biking “lifestyle” comes a host of other amenities for travellers, such as breweries, coffee shops, events, races and a general healthy attitude of embracing the outdoors.

Owning your niche and leveraging it to work for you | Amy Cassidy | #SoMeT15U...

SoMeT: A New Model for Destination Marketing

LoveSpringfield.co is an experiment in crowdsourcing by the Springfield, Missouri Convention & Visitors Bureau. In his presentation, Sean Dixon will discuss the story behind the project, the insights and learnings that were gained from the stories they collected, and how that information will impact their future marketing efforts as an organization. Sean Dixon is the Interactive Media Manager for the Springfield, Missouri CVB. In his spare time, he enjoys being a father, photographer, video gamer, and software developer. He holds an MA in Communication and a BS in Mass Media from Missouri State University.

LoveSpringfield.co – Crowdsourcing inspiration from locals and visitors | Sea...

SoMeT: A New Model for Destination Marketing

“If you dislike change, you’re going to dislike irrelevance even more.” – Eric Shinseki Navigating disruption isn’t easy, especially without effective tracking, measurement and reporting tools in place. “Destination brand” can be defined as the collective sum of shared stories about a destination. Big Data now allows destinations to easily track, measure and report meaningful digital metrics about destination brand, marketing and storytelling efficacy. Having a transparent, honest lens into these digital metrics helps organizations focus on performance-based initiatives and also builds digital skills capacity. Assisting key demand generators to deploy digital operations dashboards is a tactic with measurable results. Zac Gribble is an entrepreneur at heart with several business ventures brought to fruition since graduating from business school in 1996. His current mission as Director of Media Technology with Regional Tourism Organization Four Inc. (‘RTO4′) is to help build an entrepreneurial mindset within the world of destination marketing and management that focuses on experimentation, agility and adaptability. As the tourism industry continues to navigate the massive technological disruption from the web, social media, mobile, wearables and proximity awareness, Zac envisions a brave new world ripe with opportunity for tourism organizations willing to shift towards adaptive KPIs and a culture of innovation.

Digital operations dashboard – growing digital sophistication for tourism ope...

SoMeT: A New Model for Destination Marketing

Budget, resources, and visibility of social in business is growing every year. Marketers are now integrating social strategies into all campaigns and programs as a core channel. This increased focus on social requires the need to measure its business impact, changing how marketers measure and report on their social activities and successes. In this session, hear from Ben Cathers, Senior Strategic Solutions Consultant at Hootsuite to learn the tactics leading marketers are using to measure social attribution in their business and how they tie social back to marketing KPIs and overall business objectives. Ben is a Senior Strategic Solutions Consultant at Hootsuite. He sells, pitches and manages the initial and expansion rollout phases for some of Hootsuite’s largest government rollouts such as The Canadian Government, State of Massachusetts, State of Maryland, City of Boston and New York City.

Beyond likes, fans and followers: The new social measurement | Ben Cathers | ...

SoMeT: A New Model for Destination Marketing

The majority of meeting and event planners don’t know what a convention and visitors bureau is, much less how to use one. They tend to be social media dilettantes and lurkers. So how do you reach them? What kind of key performance indicators do you need to track? What elements of your leisure strategy can be repurposed for the meeting, incentive, conference and exhibition market? And how can you do all this with your limited budget and staff?

What do meeting planners want? Tips and strategies for reaching the MICE mark...

SoMeT: A New Model for Destination Marketing

Do you ever think that agencies are lucky to be able to work with such a wide variety of clients? If you’re in an agency, do you ever dream of how you could change your client’s approach if you were in the trenches? Grace Goodman will discuss the transition from agency life to being client-side at a DMO. She will talk about challenges she faces in merging the worlds of agency and DMO life and will share how the knowledge she gained from her agency days influences what she works on now – helping Destination DC improve its digital strategy – by focusing on content marketing, social media, email, web strategy and user experience.

The other side of the fence: Agency and DMO life lessons | Grace Goodman | #S...

SoMeT: A New Model for Destination Marketing

As any marketer knows, when it comes to content, quality trumps quantity. But quality content takes time and resources that many organizations just don’t have. To ensure you’re providing your social community the best possible timely content on the frontlines, you need to be backed by efficient workflows to streamline coordination and collaboration between teams while also ensuring a secure publishing environment. In this session, hear more from Ben to learn best practices and tactics for safe and effective content management including social scheduling, hashtag monitoring, message assignment and permissions and simplifying content curation.

Content (management) is king: Strategies for secure & efficient social | Ben ...

SoMeT: A New Model for Destination Marketing

Kelly Kingman is passionate about helping people think and communicate more visually. Combining careers in publishing, design, digital content and graphic storytelling, Kelly shows marketers how to harness the power of pictures and words to make messages engaging and stickier. As a graphic storyteller, Kelly captures and visualizes information in real-time and teaches individuals how to use simple images to ideate, collaborate and communicate more effectively. Combined with a publishing and digital marketing expertise, she specializes in simplifying and visualizing messages so they spread farther, faster in an increasingly image-driven social media landscape. In her workshop, Kelly showed you how to take one post idea or a handful of bullet points and turn it into a plethora of shareable, memorable content. By adding a visual layer to your content, you can super charge your content creation efforts. It’s like putting a megaphone to your words! And you don’t have to be an artist to use these techniques. This in-depth (and creative!) session will cover: • How to turn one idea into 10 pieces of content (without writing 10 times as much) • How to greatly increase sharing and “stickiness” by harnessing the power of visual media • No design team required: the few basic principles and tools anyone can use to create visual content

Your ideas to the power of 10: A simple technique for making content stickier...

SoMeT: A New Model for Destination Marketing

Destinations and tourism marketers now have a valuable opportunity to obtain guest intelligence from the social web and online review sites in order to: - Better understand visiting travelers through public reviews - Know specifics of what guests like and dislike about their hospitality offering - Benchmark guest satisfaction levels between cities or regions - Assist operators in improving the guest experience through providing tools and education

How destinations are attracting visitors with better guest intelligence | Jos...

SoMeT: A New Model for Destination Marketing

Transforming a DMO in a customer centric organization implies a double movement: no digital transformation without a human transformation. In his presentation, Frank Cuypers will discuss how a DMO should think like a festival. Frank is one of Europe’s leading experts on destination marketing and will bring an exciting international perspective. This will be a very informative and eye opening presentation that will force you to think outside the box. Frank has been consulting and transforming the DMO Visit Flanders for four years. He is a Associated Professor of Marketing at the University of Antwerp and also teaches City Marketing at Karel De Grote College. He is a firm believer in a new way of marketing destinations who argues constantly with people who still confuse marketing with promotion.

The marketing of tomorrow: How to transform a DMO

SoMeT: A New Model for Destination Marketing

Lauren Bath was back on the stage at SoMeT again this year! Lauren’s presentation covered her in-depth experience in the tourism industry as an Instagrammer and advice on undertaking these sorts of campaigns. Lauren also spoke to delegates about how to effectively work with influencers, emerging industry standards, making the most out of a social media campaign and what your budget will get you. Lauren is a chef turned photographer due to her early success on the popular social media platform Instagram. Becoming Australia’s first “professional Instagrammer” two years ago, has seen Lauren extend her skills from destination marketer to social media educator, consultant and strategist. Also delving into project management, Lauren is a wealth of information on social media campaigns, their KPI’s, working with influencers and more.

A changing landscape – how Instagram is paving the way for a new style of des...

SoMeT: A New Model for Destination Marketing

Senior Strategic Consultant for Destination Think!, Aaron Nissen is a digital native, who in his 11 years of experience, has worked on just about every kind of web project imaginable. Aaron was formerly the Director of e-Strategies for Travel Alberta where he managed an annual budget of $3.8 Million. He has served three years on advisory committees for Canada e-Connect and Online Revealed Canada. As part of Travel Alberta’s Management Committee, Aaron shared responsibility for setting the organizational strategy. He was responsible for building digital strategies that considered both internal and external stakeholders. Aaron has extensive experience working with large DMOs, Governments, and consortia partnerships. Aaron has been asked to speak at a wealth of conferences and Annual General Meetings, such as TIC BC, Canada eConnect, Cariboo Chilcotin Coast Tourism Association AGM, Tourism Kelowna AGM and the Travel Alberta Industry Conference.

Next level social media thinking and video content | Aaron Nissen | #SoMeT15...

SoMeT: A New Model for Destination Marketing

More from SoMeT: A New Model for Destination Marketing (20)