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Presentatie van Isabel Mosk (Think! Social Media) over sociale DMO's op de Social Media Tracks op de Vakantiebeurs in 2014.
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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 FUNNELineffective 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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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
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PASSIONATE COMMUNITIES
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GET PEOPLE TALKING
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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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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
