Vancouver | Detroit | Amsterdam | Sydney

ISABEL MOSK@ISABELMOSK

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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.

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

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TRUST

recommendations from people you know: 92%

consumer opinions posted online: 70%

advertising: 47%

Nielsen Global Trust in Advertising and Brand Messages April 2012

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gapingvoid.com

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TRIPADVISOR UNDERSTANDS THIS

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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.***

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KEY TAKE-AWAYS

1. Social media is a trusted source of information

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Facebookuser

150friends

15,000friends of friends

1,500,000friends of friends

THE NETWORK EFFECT OF SOCIAL MEDIA

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http://www.tourism.australia.com/en-au/documents/Corporate%20-%20Markets/Industry_Briefing_Sydney.pdf

MARKETING TO FRIENDS OF FANS

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THE NETWORK STRATEGY

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KEY TAKE-AWAYS

1. Social Media is a trusted source2. The network effect generates reach

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TRAVELLERS SHARE THEIR STORIES

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EFFECTIVENESS & EFFICIENCY

advertising storiesX

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++--

GOAL: NARROW THE FUNNEL

Awareness

Consideration

Intent

Purchase

Visit

Evaluate

ineffective use of resources

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KEY TAKE-AWAYS

1. Social Media is a trusted source2. The network effect generates reach3. Traditional marketing has lost it’s

effectiveness and efficiency

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Tourism brand

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

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STORYTELLING; A DESTINATION IS THE STAGE

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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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POSITIVE DESTINATION EXPERIENCES

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NEGATIVE DESTINATION EXPERIENCES

Bad destination experiences Negative influencer experience

Politically motivated boycottsNatural disasters

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SOCIAL MEDIA MONITORING

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KEY TAKE-AWAYS

1. Social Media is a trusted source2. The network effect generates reach3. Traditional marketing has lost it’s

effectiveness and efficiency4. Stories build a destination brand

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

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PASSIONATE COMMUNITIES

Passion

Influencers

Community

Everybody else

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PASSIONATE COMMUNITIES

Fashion

Fashion bloggers

Fashion community

Everybody else

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GET PEOPLE TALKING

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REMARKABLE CONTENT

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REMARKABLE BLOG TRIP

#soultrip Oostende

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KEY TAKE-AWAYS

1. Social Media is a trusted source2. The network effect generates reach3. Traditional marketing has lost it’s

effectiveness and efficiency4. Stories build a destination brand5. Niche communities start storytelling

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SOCIAL AT THE CORE OF MARKETING

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GUIDE PHOTO SELECTION

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CONFERENCES

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FANS AND REACH

Friends of fans4.872.132

9.666Fans

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KEY TAKE-AWAYS

1. Social Media is a trusted source2. The network effect generates reach3. Traditional marketing has lost it’s

effectiveness and efficiency4. Stories build a destination brand5. Niche communities start storytelling6. Social at the core of your marketing

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Thank you &stay in touch!

@isabelmoskisabel@thinksocialmedia.com