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Vancouver | Detroit | Amsterdam | Sydney

ISABEL MOSK
@ISABELMOSK
We believe that the travel
experiences enhances people’s
lives and that tourism makes the
world a better place.

come say hi

Robyn
@ BCRobyn

Think! Amsterdam

William
@Wilhelmus
Think! Amsterdam
Think! Amsterdam
Think! Amsterdam

People under
the age of 30
don’t know life
without the
internet.
Think! Amsterdam

TRUST
47%
    
    

advertising:

70%
 
  

consumer opinions posted online:

:92%
    
    
 
recommendations from people you know

Nielsen Global Trust inAdvertising and Brand Messages April 2012
Think! Amsterdam

gapingvoid.com
Think! Amsterdam

TRIPADVISOR UNDERSTANDS THIS
83%

of travellers
usually or always
consult TripAdvisor
reviews
before
booking a hotel.**

81%

of travellers
said reviews were
important
when
deciding
which
hotel to stay at.*

75%

of travellers
said their holiday was
better because they
used reviews to make
sure they picked the
best place for them.**

52%

of Facebookers
said
“that
seeing
friends’ holiday pictures
had inspired them to
book a holiday to the
same place.***
* Forrester, 2011
** Phocuswright, 2011
*** Skyscanner, 2011

Think! Amsterdam

IMPACT ON TRAVEL AND TOURISM
Think! Amsterdam
Think! Amsterdam
Think! Amsterdam
Think! Amsterdam
Think! Amsterdam
Think! Amsterdam
1. Social media is a trusted source of
information

Think! Amsterdam

KEY TAKE-AWAYS
Facebook
user

150
friends

15,000
friends of friends

1,500,000
friends of friends

Think! Amsterdam

THE NETWORK EFFECT OF SOCIAL MEDIA
http://www.tourism.australia.com/en-au/documents/Corporate%20-%20Markets/Industry_Briefing_Sydney.pdf

Think! Amsterdam

MARKETING TO FRIENDS OF FANS
Think! Amsterdam

THE NETWORK STRATEGY
1. Social Media is a trusted source
2. The network effect generates reach

Think! Amsterdam

KEY TAKE-AWAYS
Think! Amsterdam

TRAVELLERS SHARE THEIR STORIES
Think! Amsterdam
X

advertising

stories

Think! Amsterdam

EFFECTIVENESS & EFFICIENCY
ineffective use of resources

Awareness
Consideration
Intent

Purchase
Visit

--

++

Think! Amsterdam

GOAL: NARROW THE FUNNEL
1. Social Media is a trusted source
2. The network effect generates reach
3. Traditional marketing has lost it’s
effectiveness and efficiency

Think! Amsterdam

KEY TAKE-AWAYS
•The sum of stories people hear
•The sum of experiences people have

Think! Amsterdam

Tourism brand
Think! Amsterdam

STORYTELLING; A DESTINATION IS THE STAGE
Awareness
Consideration
Interested
Purchase
Visit
Evaluate

Think! Amsterdam

FEEDBACK LOOPS
Think! Amsterdam

SOCIAL MEDIA MONITORING
1. Social Media is a trusted source
2. The network effect generates reach
3. Traditional marketing has lost it’s
effectiveness and efficiency
4. Stories build a destination brand

Think! Amsterdam

KEY TAKE-AWAYS
Think! Amsterdam

GET PEOPLE TALKING AND THEY’LL DO THE
MARKETING FOR YOU
Passion
Influencers
Community

Everybody
else

Think! Amsterdam

PASSIONATE COMMUNITIES
Think! Amsterdam
Fashion

Fashion
bloggers
Fashion
community

Everybody
else

Think! Amsterdam

PASSIONATE COMMUNITIES
Think! Amsterdam

GET PEOPLE TALKING
Think! Amsterdam
1. Social Media is a trusted source
2. The network effect generates reach
3. Traditional marketing has lost it’s
effectiveness and efficiency
4. Stories build a destination brand
5. Niche communities start storytelling

Think! Amsterdam

KEY TAKE-AWAYS
Think! Amsterdam

SOCIAL AT THE CORE OF MARKETING
Think! Amsterdam

GUIDE PHOTO SELECTION
Think! Amsterdam

CONFERENCES
Think! Amsterdam
Think! Amsterdam
Think! Amsterdam
Think! Amsterdam
Think! Amsterdam
Think! Amsterdam
Think! Amsterdam
Think! Amsterdam
Think! Amsterdam
1. Social Media is a trusted source
2. The network effect generates reach
3. Traditional marketing has lost it’s
effectiveness and efficiency
4. Stories build a destination brand
5. Niche communities start storytelling
6. Social at the core of your marketing

Think! Amsterdam

KEY TAKE-AWAYS
@isabelmosk
isabel@thinksocialmedia.com

Think! Amsterdam

Thank you&
stay in touch!

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Isabel Mosk - Social DMO's - Social Media Tracks 2014 #vb14socialmedia