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Gastcollege Hogeschool Inholland 07-02-13
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Vancouver | Detroit | Amsterdam | Sydney
ISABEL MOSK@ISABELMOSK
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1.8 Billion use the internet
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AMSTERDAM
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gapingvoid.com
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78% of consumers trust peer recommendations
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People under the age of 30 don’t know life without the internet.
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TOURISM BRAND
Our 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)
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BUILD BRAND THROUGH PEOPLE’S STORIES
advertising storiesX
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++--
GOAL: NARROW THE FUNNEL
Awareness
Consideration
Intent
Purchase
Visit
Evaluate
ineffective use of resources
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PASSIONATE COMMUNITIESpassion influencerscommunityeverybody else
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REMARKABLE EXPERIENCES GENERATECONVERSATIONS IN SOCIAL MEDIA
Passion
Influencers
Community
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EEN REMARKABLE DESTINATIE
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REMARKABLE EVENTS
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REMARKABLE MARKETING
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Social at the core
Amplified by influencer outreach
Supported by targeted and measurable digital
Extended by traditional advertising
SOCIAL AT THE CORE OF MARKETING
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PHOTO SELECTION GUIDE
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CONFERENCES
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PASSIONATE COMMUNITIESpassion: foodinfluencers: bloggerscommunity: foodieseverybody else
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RICHMOND - FOOD
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FESTIVAL EXPRESS
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COMMUNITIES FORM AROUND PASSIONS
musicbloggersmusic fanscasual music fans
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GOAL #FIAF12
- Increase 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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RETURN
- Connection with bloggers as festival buddies
- Authentic stories about festival & destination
- Happy bloggers & inspiration for their followers
- ‘Ambassadors’ for Flanders
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SOME NUMBERS
- Number 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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Remarkable Experience:LOCAL TEAM
Influencers:MEDIA, BLOGGERS
Community:EVERYBODY IN TOWN
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A REMARKABLE CONTEST
remarkable event
influencers
social media conversations
offline work of mouth
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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 Stanley
