Vancouver | Detroit | Amsterdam | Sydney

#SMWRDAMISABEL MOSK

@ISABELMOSK

#S

MW

Rd

am

#S

MW

Rd

am

TRUST THROUGH SOCIAL MEDIA

recommendations from people you know: 92%

consumer opinions posted online: 70%

TV/magazine/OOH advertising: 47%

Nielsen Global Trust in Advertising and Brand Messages April 2012

#S

MW

Rd

am

TRIPADVISOR

#S

MW

Rd

am

DESTINATION BRANDS AREBUILT SOCIALLY

1

#S

MW

Rd

am

Tourism brand

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

#S

MW

Rd

am

#S

MW

Rd

am

DESTINATION MARKETING = STORYTELLING

advertising storiesX

#S

MW

Rd

am42%

Of Facebook users regularly share travel stories.

#S

MW

Rd

am>70%

update their status on Facebook while they are on holiday

#S

MW

Rd

am52% of

Facebookers said “that seeing friends’ holiday pictures hadInspired them to book a holiday to the same place”

#S

MW

Rd

am

#S

MW

Rd

am

#S

MW

Rd

am

otherpeople’sstories

your stories

#S

MW

Rd

am

DESTINATIONMANAGEMENT, NOT MARKETING

2

#S

MW

Rd

am

#S

MW

Rd

am

A DESTINATION IS THE STAGE FOR STORIES

#S

MW

Rd

am

STORIES NEED TO BE MANAGED

#S

MW

Rd

am

FEEDBACK LOOPS

Awareness

Consideration

Interested

Purchase

Visit

Evaluate

Do not repeat

Tell others not to buy

Advocate to others

Repeat

#S

MW

Rd

am

KNOW THE STORIES YOUR TELLING

Sveinn Birkir BjörnssonPromote Iceland

#S

MW

Rd

am

Peter KentieEHV635

#S

MW

Rd

am

THE DESTINATION EXPERIENCE

Individual’s journey

remarkable experiences

bad experiences

Meh

Love it

HATE IT

#S

MW

Rd

am

BRISTOL TRAINED CAB DRIVERS

#S

MW

Rd

am

MARKETING BY ACTIVATING STORYTELLERS

3

#S

MW

Rd

am

“Get people talking and they will do the marketing for you”

#S

MW

Rd

am

MARKETING THROUGH STORYTELLERS

stories storytellers target audience

#S

MW

Rd

am

DESTINATION STORYTELLERS

Destination

Staff

Residents

(Past) visitorsIndustry

Influencers

#S

MW

Rd

am

VISITORS

#S

MW

Rd

am

RESIDENTS

#S

MW

Rd

am

INDUSTRY - SEYCHELLES

#S

MW

Rd

am

INFLUENCERS

#S

MW

Rd

am

AMBASSADORS

#S

MW

Rd

am

BEYOND THE BLOG TRIP

#S

MW

Rd

am

ENCOURAGE SHARING

#S

MW

Rd

am

REMARKABLE EXPERIENCES ARE SHARED

#S

MW

Rd

am

MAKE IT ACCESSIBLE

#S

MW

Rd

am

BE REMARKABLE

#S

MW

Rd

am

MARKET TO PASSIONATE NICHES

4

#S

MW

Rd

am

#S

MW

Rd

am

#S

MW

Rd

am

#S

MW

Rd

am

#S

MW

Rd

am

• Antwerp in top ten of Fashion capitals in the world (Global language monitor)

• A fashion community that keeps on growing

• Good contacts with the fashion bloggers (that kept coming to Antwerp in the months after the blog trip and kept on writing after the blog trip)

#S

MW

Rd

am

SOCIAL AT THE CORE OF YOUR MARKETING

5

#S

MW

Rd

am

SOCIAL AT THE CORE OF MARKETING

#S

MW

Rd

am

GUIDE PHOTO SELECTION

#S

MW

Rd

am

#S

MW

Rd

am

#S

MW

Rd

am

#S

MW

Rd

am

#S

MW

Rd

am

#S

MW

Rd

am

#S

MW

Rd

am

#S

MW

Rd

am

#S

MW

Rd

amThank you

Stay in touch

@isabelmoskisabel@thinksocialmedia.com