Presentatie Inholland 07-02-12

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Gastcollege Hogeschool Inholland 07-02-13

Transcript of Presentatie Inholland 07-02-12

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Vancouver | Detroit | Amsterdam | SydneyIsabel Mosk@isabelmoskThink! Amsterdam

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1.8 Billion use the internetThink! AmsterdamDe realiteit is dat 1,8 miljoen mensen het internet gebruiken. and what were finding is, with these dialogues, were no longer in control of the message anymore, which is absolutely true. The power has shifted from the business to the consumer. people are out there talking about us, and we cant stop it. So we have to adapt and be a part of those conversations.

Online are already happening about your destination/brand/org and you might not be aware of it.Your target market is now more likely to find this information than they are to find what youre putting out there. When I search something on google what comes up? At very least, you need to be aware of it. Ideally, you see this as an opportunity and capitalize on it.Online conversations cannot be ignored. Most are permanent. Theyre relevant to your DMO, stakeholders and also present a number of opportunities

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Think! AmsterdamIts easy to get caught up in the momentumDont focus on the tools11

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gapingvoid.comThink! AmsterdamDe boodschap die in de media wordt verkondigd slaat niet neer meer aan. 19

78% of consumers trust peer recommendationsThink! AmsterdamMany businesses have not caught up with the consumer.Organizations are still spending most of their time on awareness and not enough time at the other levels of the process.Awareness is hard when there is so much competition.

RESEARCH SHOWS THAT CONSUMERS TRUST EACH OTHER. WORD OF MOUTH COMMUNICATION IS HOW THE HUMAN RACE HAS EVOLVED AND FLOURISHED.20

People under the age of 30 dont know life without the internet.Think! AmsterdamTourism BrandOur definition:

The sum of all stories somebody hears about a destination(but not all sources are equally credible)

The sum of all experiences during a trip (but not all experiences are equal)

Think! Amsterdam22Build brand through peoples storiesadvertisingstoriesX

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Think! Amsterdam++--Goal: Narrow the Funnelineffective use of resourcesThink! AmsterdamPassionate communitiesThink! Amsterdam

Think! AmsterdamRemarkable Experiences GenerateConversations in Social MediaPassionInfluencersCommunityThink! AmsterdamPassion is very strong interest. Passion is the heartbeat of the community very few people write about topics in great volumeInfluencers are people who are interested in the topic and are influencers in a larger community(ie cooking with lavendar blogger (passion), homeopathic medicine interest (influencers) larger community of natural remedies/diets)

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Een Remarkable Destinatie

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Remarkable eventsThink! Amsterdam

Remarkable Marketing

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Social at the coreAmplified by influencer outreachSupported by targeted and measurable digitalExtended by traditional advertisingSocial at the core of marketingThink! AmsterdamTourism is highly experiential with unlimited combinations of experiences. Marketing a destination is very different to marketing large consumer brands. We believe that tourism marketing should be consumer-centric. For that reason, we put social at the core. Social is so important to destination marketing that weve built our entire destination marketing methodology around it.

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Photo selection guide Think! Amsterdam

ConferencesThink! Amsterdam

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Think! AmsterdamPassionate communitiesThink! Amsterdam

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Richmond - FoodThink! Amsterdamfestival express

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Think! AmsterdamGoal #fiaf12Increase awareness of Flanders as a festival destination.

Bring online influencers to Flanders to experience the festival scene & stimulate conversation about Flanders.

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Think! AmsterdamReturnConnection with bloggers as festival buddies

Authentic stories about festival & destination

Happy bloggers & inspiration for their followers

Ambassadors for Flanders

Think! AmsterdamSome numbersNumber of written blogpost: 257 (so far)

Number of unique visitors: > 7.500.000

Total reach of blogposts: > 11.500.000

Number of Facebook fans of all bloggers: > 300.000

Number of Twitter fans of all bloggers: > 550.000

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Get people talking about Dallas

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Think! AmsterdamRemarkable Experience:LOCAL TEAMInfluencers:MEDIA, BLOGGERSCommunity:EVERYBODY IN TOWNThink! AmsterdamPassion is very strong interest. Passion is the heartbeat of the community very few people write about topics in great volumeInfluencers are people who are interested in the topic and are influencers in a larger community(ie cooking with lavendar blogger (passion), homeopathic medicine interest (influencers) larger community of natural remedies/diets)

63A Remarkable ContestThink! Amsterdam

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This promotion/activity brought out the best in all of us. We approached total strangers without fear or judgement. We looked each other in the eye, spoke and smiled

I just want to say thank-you for such an absolutely fun and memorable experience.

-- Len StanleyThink! AmsterdamBedankt!

@isabelmoskisabel@thinksocialmedia.com

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