SlideShare ist ein Scribd-Unternehmen logo
1 von 67
Vancouver | Detroit | Amsterdam | Sydney
ISABEL MOSK
@ISABELMOSK
Think!Amsterdam
Robyn
@ BCRobyn
William
@Wilhelmus
come say hi
We believe that the travel
experiences enhances people’s
lives and that tourism makes the
world a better place.
Think!Amsterdam
Think!Amsterdam
Think!Amsterdam
Think!Amsterdam
People under
the age of 30
don’t know life
without the
internet.
Think!Amsterdam
TRUST

recommendations from people you know: 92%

consumer opinions posted online: 70%

advertising: 47%
Nielsen Global Trust in Advertising and Brand Messages April 2012
Think!Amsterdam
gapingvoid.com
Think!Amsterdam
TRIPADVISOR UNDERSTANDS THIS
Think!Amsterdam
IMPACT ON TRAVEL AND TOURISM
81% of travellers
said reviews were
important when
deciding which
hotel to stay at.*
83% of travellers
usually or always
consult TripAdvisor
reviews before
booking a hotel.**
75% of travellers
said their holiday was
better because they
used reviews to make
sure they picked the
best place for them.**
* Forrester, 2011
** Phocuswright, 2011
*** Skyscanner, 2011
52% of Facebookers
said “that seeing
friends’ holiday pictures
had inspired them to
book a holiday to the
same place.***
Think!Amsterdam
Think!Amsterdam
Think!Amsterdam
Think!Amsterdam
Think!Amsterdam
Think!Amsterdam
Think!Amsterdam
KEY TAKE-AWAYS
1. Social media is a trusted source of
information
Think!Amsterdam
Facebook
user
150
friends
15,000
friends of friends
1,500,000
friends of friends
THE NETWORK EFFECT OF SOCIAL MEDIA
Think!Amsterdam
http://www.tourism.australia.com/en-au/documents/Corporate%20-%20Markets/Industry_Briefing_Sydney.pdf
MARKETING TO FRIENDS OF FANS
Think!Amsterdam
THE NETWORK STRATEGY
Think!Amsterdam
KEY TAKE-AWAYS
1. Social Media is a trusted source
2. The network effect generates reach
Think!Amsterdam
TRAVELLERS SHARE THEIR STORIES
Think!Amsterdam
Think!Amsterdam
EFFECTIVENESS & EFFICIENCY
advertising storiesX
Think!Amsterdam
++--
GOAL: NARROW THE FUNNEL
Awareness
Consideration
Intent
Purchase
Visit
ineffective use of resources
Think!Amsterdam
KEY TAKE-AWAYS
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
Tourism brand
•The sum of stories people hear
•The sum of experiences people have
Think!Amsterdam
STORYTELLING; A DESTINATION IS THE STAGE
Think!Amsterdam
FEEDBACK LOOPS
Awareness
Consideration
Interested
Purchase
Visit
Evaluate
Think!Amsterdam
POSITIVE DESTINATION EXPERIENCES
Think!Amsterdam
Think!Amsterdam
Think!Amsterdam
Think!Amsterdam
NEGATIVE DESTINATION EXPERIENCES
Bad destination experiences Negative influencer experience
Politically motivated boycotts
Natural disasters
Think!Amsterdam
Think!Amsterdam
SOCIAL MEDIA MONITORING
Think!Amsterdam
KEY TAKE-AWAYS
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
GET PEOPLE TALKING AND THEY’LL DO THE
MARKETING FOR YOU
Think!Amsterdam
PASSIONATE COMMUNITIES
Passion
Influencers
Community
Everybody
else
Think!Amsterdam
Think!Amsterdam
PASSIONATE COMMUNITIES
Fashion
Fashion
bloggers
Fashion
community
Everybody
else
Think!Amsterdam
GET PEOPLE TALKING
Think!Amsterdam
REMARKABLE CONTENT
Think!Amsterdam
REMARKABLE BLOG TRIP
#soultrip Oostende
Think!Amsterdam
Think!Amsterdam
Think!Amsterdam
KEY TAKE-AWAYS
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
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
Think!Amsterdam
Think!Amsterdam
Think!Amsterdam
Think!Amsterdam
Think!Amsterdam
FANS AND REACH
Friends of fans
4.872.132
9.666
Fans
Think!Amsterdam
Think!Amsterdam
KEY TAKE-AWAYS
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
Thank you &
stay in touch!
@isabelmosk
isabel@thinksocialmedia.com

Weitere ähnliche Inhalte

Was ist angesagt?

Was ist angesagt? (11)

Digital Storytelling and Social Media: The Keys to Marketing Your Sustainability
Digital Storytelling and Social Media: The Keys to Marketing Your SustainabilityDigital Storytelling and Social Media: The Keys to Marketing Your Sustainability
Digital Storytelling and Social Media: The Keys to Marketing Your Sustainability
 
Marketing to Millennials
Marketing to MillennialsMarketing to Millennials
Marketing to Millennials
 
Story & Social Media: Communicating Brand Experience in the Digital World
Story & Social Media: Communicating Brand Experience in the Digital WorldStory & Social Media: Communicating Brand Experience in the Digital World
Story & Social Media: Communicating Brand Experience in the Digital World
 
Curate, Captivate, Resonate: Engaging The Right Audience Visually with Pinter...
Curate, Captivate, Resonate: Engaging The Right Audience Visually with Pinter...Curate, Captivate, Resonate: Engaging The Right Audience Visually with Pinter...
Curate, Captivate, Resonate: Engaging The Right Audience Visually with Pinter...
 
How to find and use your voice
How to find and use your voiceHow to find and use your voice
How to find and use your voice
 
Engaging Content, Engaging Customers: Storytelling, Social Media and Blogger ...
Engaging Content, Engaging Customers: Storytelling, Social Media and Blogger ...Engaging Content, Engaging Customers: Storytelling, Social Media and Blogger ...
Engaging Content, Engaging Customers: Storytelling, Social Media and Blogger ...
 
Building Your Digital Tribe Through Social Media
Building Your Digital Tribe Through Social MediaBuilding Your Digital Tribe Through Social Media
Building Your Digital Tribe Through Social Media
 
Debunking Myths On Storytelling For Startups - LoudStory Startup League #2
Debunking Myths On Storytelling For Startups - LoudStory Startup League #2Debunking Myths On Storytelling For Startups - LoudStory Startup League #2
Debunking Myths On Storytelling For Startups - LoudStory Startup League #2
 
An introduction to storytelling for entrepreneurs - Loud Story Startup League #1
An introduction to storytelling for entrepreneurs - Loud Story Startup League #1An introduction to storytelling for entrepreneurs - Loud Story Startup League #1
An introduction to storytelling for entrepreneurs - Loud Story Startup League #1
 
Edhardy slideshare
Edhardy slideshareEdhardy slideshare
Edhardy slideshare
 
Show, Don't Tell: Employing Digital Storytelling and Social Media in Buildin...
Show, Don't Tell: Employing Digital Storytelling and Social Media in  Buildin...Show, Don't Tell: Employing Digital Storytelling and Social Media in  Buildin...
Show, Don't Tell: Employing Digital Storytelling and Social Media in Buildin...
 

Andere mochten auch

Forum Brand Milano - ONLYLYON Action Plan 2015, Lionel Flasseur
Forum Brand Milano - ONLYLYON Action Plan 2015, Lionel FlasseurForum Brand Milano - ONLYLYON Action Plan 2015, Lionel Flasseur
Forum Brand Milano - ONLYLYON Action Plan 2015, Lionel Flasseur
Comitato Brand Milano
 
City branding: Prague's strategic plan
City branding: Prague's strategic planCity branding: Prague's strategic plan
City branding: Prague's strategic plan
katerinapolychronaki
 

Andere mochten auch (20)

City Branding: The case of Lyon (France).
City Branding: The case of Lyon (France).City Branding: The case of Lyon (France).
City Branding: The case of Lyon (France).
 
Smau Milano 2016 - Comune di Milano
Smau Milano 2016 - Comune di MilanoSmau Milano 2016 - Comune di Milano
Smau Milano 2016 - Comune di Milano
 
Introduction to Destination Brands
Introduction to Destination BrandsIntroduction to Destination Brands
Introduction to Destination Brands
 
Forum Brand Milano - ONLYLYON Action Plan 2015, Lionel Flasseur
Forum Brand Milano - ONLYLYON Action Plan 2015, Lionel FlasseurForum Brand Milano - ONLYLYON Action Plan 2015, Lionel Flasseur
Forum Brand Milano - ONLYLYON Action Plan 2015, Lionel Flasseur
 
Making Strategies in Destination Branding
Making Strategies in Destination BrandingMaking Strategies in Destination Branding
Making Strategies in Destination Branding
 
Milan Stojkovic: Proactivity and Entrepreneurship in Tourism
Milan Stojkovic: Proactivity and Entrepreneurship in TourismMilan Stojkovic: Proactivity and Entrepreneurship in Tourism
Milan Stojkovic: Proactivity and Entrepreneurship in Tourism
 
HOLIDAY Milan
HOLIDAY MilanHOLIDAY Milan
HOLIDAY Milan
 
Place Marketing and Branding: Gold Coast AUS
Place Marketing and Branding: Gold Coast AUSPlace Marketing and Branding: Gold Coast AUS
Place Marketing and Branding: Gold Coast AUS
 
Bangkok Brand workshop
Bangkok Brand workshopBangkok Brand workshop
Bangkok Brand workshop
 
Tourism marketing strategy and plan for Milan and Lombardy
Tourism marketing strategy and plan for Milan and LombardyTourism marketing strategy and plan for Milan and Lombardy
Tourism marketing strategy and plan for Milan and Lombardy
 
Redefining the Amsterdam brand identity
Redefining the Amsterdam brand identityRedefining the Amsterdam brand identity
Redefining the Amsterdam brand identity
 
City branding: Prague's strategic plan
City branding: Prague's strategic planCity branding: Prague's strategic plan
City branding: Prague's strategic plan
 
How strategic spatial planning contributes to the development of urban regions
How strategic spatial planning contributes to the development of urban regionsHow strategic spatial planning contributes to the development of urban regions
How strategic spatial planning contributes to the development of urban regions
 
DESTINATION MARKETING & BRANDING PLAN - LOMBARDY
DESTINATION MARKETING & BRANDING PLAN - LOMBARDYDESTINATION MARKETING & BRANDING PLAN - LOMBARDY
DESTINATION MARKETING & BRANDING PLAN - LOMBARDY
 
Madrid city branding in a nutshell
Madrid city branding in a nutshellMadrid city branding in a nutshell
Madrid city branding in a nutshell
 
Disruption 101
Disruption 101Disruption 101
Disruption 101
 
Luca Caputo - Smau Milano 24 ottobre 2017
Luca Caputo - Smau Milano 24 ottobre 2017Luca Caputo - Smau Milano 24 ottobre 2017
Luca Caputo - Smau Milano 24 ottobre 2017
 
Madrid & Lyon ~ City branding analysis and critique
Madrid & Lyon ~ City branding analysis and critiqueMadrid & Lyon ~ City branding analysis and critique
Madrid & Lyon ~ City branding analysis and critique
 
City Branding: the case of Copenhagen and Paris
City Branding: the case of Copenhagen and ParisCity Branding: the case of Copenhagen and Paris
City Branding: the case of Copenhagen and Paris
 
SharePoint Saturday Stockholm - Branding Strategies for SharePoint and Add-in...
SharePoint Saturday Stockholm - Branding Strategies for SharePoint and Add-in...SharePoint Saturday Stockholm - Branding Strategies for SharePoint and Add-in...
SharePoint Saturday Stockholm - Branding Strategies for SharePoint and Add-in...
 

Ähnlich wie Presentatie Inholland

Presentatie NHTV - 16-09-2014
Presentatie NHTV - 16-09-2014Presentatie NHTV - 16-09-2014
Presentatie NHTV - 16-09-2014
Isabel Mosk
 
Damian cook introduction
Damian cook   introductionDamian cook   introduction
Damian cook introduction
Rania Alahmad
 

Ähnlich wie Presentatie Inholland (20)

Presentatie NHTV - 16-09-2014
Presentatie NHTV - 16-09-2014Presentatie NHTV - 16-09-2014
Presentatie NHTV - 16-09-2014
 
Storytelling and how bloggers are influencers
Storytelling and how bloggers are influencersStorytelling and how bloggers are influencers
Storytelling and how bloggers are influencers
 
Bloggers clinic #iabc
Bloggers clinic #iabc  Bloggers clinic #iabc
Bloggers clinic #iabc
 
Have your ambassadors build your destination
Have your ambassadors build your destinationHave your ambassadors build your destination
Have your ambassadors build your destination
 
Presentatie Inholland 07-02-12
Presentatie Inholland 07-02-12Presentatie Inholland 07-02-12
Presentatie Inholland 07-02-12
 
How stories build your Brand
How stories build your BrandHow stories build your Brand
How stories build your Brand
 
Opening: E-Tourism East Africa Conference
Opening: E-Tourism East Africa ConferenceOpening: E-Tourism East Africa Conference
Opening: E-Tourism East Africa Conference
 
Southern Queensland Tourism Industry Conference 2012
Southern Queensland Tourism Industry Conference 2012Southern Queensland Tourism Industry Conference 2012
Southern Queensland Tourism Industry Conference 2012
 
UNWTO Tourism & Media Conference: Real-Time Digital Storytelling for Destinat...
UNWTO Tourism & Media Conference: Real-Time Digital Storytelling for Destinat...UNWTO Tourism & Media Conference: Real-Time Digital Storytelling for Destinat...
UNWTO Tourism & Media Conference: Real-Time Digital Storytelling for Destinat...
 
Travel Tech Oslo - 16 oktober 2014
Travel Tech Oslo - 16 oktober 2014Travel Tech Oslo - 16 oktober 2014
Travel Tech Oslo - 16 oktober 2014
 
BTO11 - Il 2019 di TripAdvisor
BTO11 - Il 2019 di TripAdvisorBTO11 - Il 2019 di TripAdvisor
BTO11 - Il 2019 di TripAdvisor
 
Sailor Jerry
Sailor JerrySailor Jerry
Sailor Jerry
 
Travel purchasefunneldisruption ap2015
Travel purchasefunneldisruption ap2015Travel purchasefunneldisruption ap2015
Travel purchasefunneldisruption ap2015
 
Kite Digital Publishing 'A New Generation of Media' Product Launch
Kite Digital Publishing 'A New Generation of Media' Product LaunchKite Digital Publishing 'A New Generation of Media' Product Launch
Kite Digital Publishing 'A New Generation of Media' Product Launch
 
E-Tourism Africa Opening
E-Tourism Africa OpeningE-Tourism Africa Opening
E-Tourism Africa Opening
 
Suite spot
Suite spotSuite spot
Suite spot
 
Michelle berryman pres 1
Michelle berryman pres 1Michelle berryman pres 1
Michelle berryman pres 1
 
The Comparative Context: Journeys Across the Digital Ecosystem
The Comparative Context: Journeys Across the Digital EcosystemThe Comparative Context: Journeys Across the Digital Ecosystem
The Comparative Context: Journeys Across the Digital Ecosystem
 
Damian cook introduction
Damian cook   introductionDamian cook   introduction
Damian cook introduction
 
The journey before the destination - Analyzing the Traveling Decision Making ...
The journey before the destination - Analyzing the Traveling Decision Making ...The journey before the destination - Analyzing the Traveling Decision Making ...
The journey before the destination - Analyzing the Traveling Decision Making ...
 

Kürzlich hochgeladen

CYTOTEC DUBAI ☎️ +966572737505 } Abortion pills in Abu dhabi,get misoprostal ...
CYTOTEC DUBAI ☎️ +966572737505 } Abortion pills in Abu dhabi,get misoprostal ...CYTOTEC DUBAI ☎️ +966572737505 } Abortion pills in Abu dhabi,get misoprostal ...
CYTOTEC DUBAI ☎️ +966572737505 } Abortion pills in Abu dhabi,get misoprostal ...
Abortion pills in Riyadh +966572737505 get cytotec
 
sample sample sample sample sample sample
sample sample sample sample sample samplesample sample sample sample sample sample
sample sample sample sample sample sample
Casey Keith
 
Sample sample sample sample sample sample
Sample sample sample sample sample sampleSample sample sample sample sample sample
Sample sample sample sample sample sample
Casey Keith
 

Kürzlich hochgeladen (20)

Genuine 9332606886 Hot and Beautiful 💕 Bilaspur Escorts call Girls
Genuine 9332606886 Hot and Beautiful 💕 Bilaspur Escorts call GirlsGenuine 9332606886 Hot and Beautiful 💕 Bilaspur Escorts call Girls
Genuine 9332606886 Hot and Beautiful 💕 Bilaspur Escorts call Girls
 
Genuine 8250077686 Hot and Beautiful 💕 Hosur Escorts call Girls
Genuine 8250077686 Hot and Beautiful 💕 Hosur Escorts call GirlsGenuine 8250077686 Hot and Beautiful 💕 Hosur Escorts call Girls
Genuine 8250077686 Hot and Beautiful 💕 Hosur Escorts call Girls
 
❤Personal Contact Number Mcleodganj Call Girls 8617697112💦✅.
❤Personal Contact Number Mcleodganj Call Girls 8617697112💦✅.❤Personal Contact Number Mcleodganj Call Girls 8617697112💦✅.
❤Personal Contact Number Mcleodganj Call Girls 8617697112💦✅.
 
Night 7k to 12k Daman Call Girls 👉👉 8617697112⭐⭐ 100% Genuine Escort Service ...
Night 7k to 12k Daman Call Girls 👉👉 8617697112⭐⭐ 100% Genuine Escort Service ...Night 7k to 12k Daman Call Girls 👉👉 8617697112⭐⭐ 100% Genuine Escort Service ...
Night 7k to 12k Daman Call Girls 👉👉 8617697112⭐⭐ 100% Genuine Escort Service ...
 
Bhubaneswar Call Girls 8250077686 Service Offer VIP Hot Model
Bhubaneswar Call Girls 8250077686 Service Offer VIP Hot ModelBhubaneswar Call Girls 8250077686 Service Offer VIP Hot Model
Bhubaneswar Call Girls 8250077686 Service Offer VIP Hot Model
 
Genuine 8250077686 Hot and Beautiful 💕 Chennai Escorts call Girls
Genuine 8250077686 Hot and Beautiful 💕 Chennai Escorts call GirlsGenuine 8250077686 Hot and Beautiful 💕 Chennai Escorts call Girls
Genuine 8250077686 Hot and Beautiful 💕 Chennai Escorts call Girls
 
Jhargram call girls 📞 8617697112 At Low Cost Cash Payment Booking
Jhargram call girls 📞 8617697112 At Low Cost Cash Payment BookingJhargram call girls 📞 8617697112 At Low Cost Cash Payment Booking
Jhargram call girls 📞 8617697112 At Low Cost Cash Payment Booking
 
Ooty call girls 📞 8617697112 At Low Cost Cash Payment Booking
Ooty call girls 📞 8617697112 At Low Cost Cash Payment BookingOoty call girls 📞 8617697112 At Low Cost Cash Payment Booking
Ooty call girls 📞 8617697112 At Low Cost Cash Payment Booking
 
Hire 8617697112 Call Girls Udhampur For an Amazing Night
Hire 8617697112 Call Girls Udhampur For an Amazing NightHire 8617697112 Call Girls Udhampur For an Amazing Night
Hire 8617697112 Call Girls Udhampur For an Amazing Night
 
Hire 💕 8617697112 Chamba Call Girls Service Call Girls Agency
Hire 💕 8617697112 Chamba Call Girls Service Call Girls AgencyHire 💕 8617697112 Chamba Call Girls Service Call Girls Agency
Hire 💕 8617697112 Chamba Call Girls Service Call Girls Agency
 
Tamluk ❤CALL GIRL 8617697112 ❤CALL GIRLS IN Tamluk ESCORT SERVICE❤CALL GIRL
Tamluk ❤CALL GIRL 8617697112 ❤CALL GIRLS IN Tamluk ESCORT SERVICE❤CALL GIRLTamluk ❤CALL GIRL 8617697112 ❤CALL GIRLS IN Tamluk ESCORT SERVICE❤CALL GIRL
Tamluk ❤CALL GIRL 8617697112 ❤CALL GIRLS IN Tamluk ESCORT SERVICE❤CALL GIRL
 
❤Personal Contact Number Varanasi Call Girls 8617697112💦✅.
❤Personal Contact Number Varanasi Call Girls 8617697112💦✅.❤Personal Contact Number Varanasi Call Girls 8617697112💦✅.
❤Personal Contact Number Varanasi Call Girls 8617697112💦✅.
 
Genesis 1:6 || Meditate the Scripture daily verse by verse
Genesis 1:6  ||  Meditate the Scripture daily verse by verseGenesis 1:6  ||  Meditate the Scripture daily verse by verse
Genesis 1:6 || Meditate the Scripture daily verse by verse
 
CYTOTEC DUBAI ☎️ +966572737505 } Abortion pills in Abu dhabi,get misoprostal ...
CYTOTEC DUBAI ☎️ +966572737505 } Abortion pills in Abu dhabi,get misoprostal ...CYTOTEC DUBAI ☎️ +966572737505 } Abortion pills in Abu dhabi,get misoprostal ...
CYTOTEC DUBAI ☎️ +966572737505 } Abortion pills in Abu dhabi,get misoprostal ...
 
WhatsApp Chat: 📞 8617697112 Suri Call Girls available for hotel room package
WhatsApp Chat: 📞 8617697112 Suri Call Girls available for hotel room packageWhatsApp Chat: 📞 8617697112 Suri Call Girls available for hotel room package
WhatsApp Chat: 📞 8617697112 Suri Call Girls available for hotel room package
 
sample sample sample sample sample sample
sample sample sample sample sample samplesample sample sample sample sample sample
sample sample sample sample sample sample
 
Genuine 8250077686 Hot and Beautiful 💕 Visakhapatnam Escorts call Girls
Genuine 8250077686 Hot and Beautiful 💕 Visakhapatnam Escorts call GirlsGenuine 8250077686 Hot and Beautiful 💕 Visakhapatnam Escorts call Girls
Genuine 8250077686 Hot and Beautiful 💕 Visakhapatnam Escorts call Girls
 
Are Vatican Museum Tickets and Private Tours Worth It
Are Vatican Museum Tickets and Private Tours Worth ItAre Vatican Museum Tickets and Private Tours Worth It
Are Vatican Museum Tickets and Private Tours Worth It
 
Sample sample sample sample sample sample
Sample sample sample sample sample sampleSample sample sample sample sample sample
Sample sample sample sample sample sample
 
2k Shots ≽ 9205541914 ≼ Call Girls In Tagore Garden (Delhi)
2k Shots ≽ 9205541914 ≼ Call Girls In Tagore Garden (Delhi)2k Shots ≽ 9205541914 ≼ Call Girls In Tagore Garden (Delhi)
2k Shots ≽ 9205541914 ≼ Call Girls In Tagore Garden (Delhi)
 

Presentatie Inholland

Hinweis der Redaktion

  1. .
  2. De key take-away is dat verhalen het merk van een bestemming bouwen. Dit kunnen positieve, maar ook negatieve verhalen zijn.
  3. .
  4. .