have your ambassadors build your destination
Post on 27-Nov-2014
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Vancouver | Detroit | Amsterdam | Sydney
#SMWRDAMISABEL MOSK
@ISABELMOSK
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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
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TRIPADVISOR
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DESTINATION BRANDS AREBUILT SOCIALLY
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Tourism brand
•The sum of stories people hear •The sum of experiences people have
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DESTINATION MARKETING = STORYTELLING
advertising storiesX
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Of Facebook users regularly share travel stories.
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update their status on Facebook while they are on holiday
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Facebookers said “that seeing friends’ holiday pictures hadInspired them to book a holiday to the same place”
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otherpeople’sstories
your stories
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DESTINATIONMANAGEMENT, NOT MARKETING
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A DESTINATION IS THE STAGE FOR STORIES
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STORIES NEED TO BE MANAGED
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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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KNOW THE STORIES YOUR TELLING
Sveinn Birkir BjörnssonPromote Iceland
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Peter KentieEHV635
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THE DESTINATION EXPERIENCE
Individual’s journey
remarkable experiences
bad experiences
Meh
Love it
HATE IT
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BRISTOL TRAINED CAB DRIVERS
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MARKETING BY ACTIVATING STORYTELLERS
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“Get people talking and they will do the marketing for you”
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MARKETING THROUGH STORYTELLERS
stories storytellers target audience
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DESTINATION STORYTELLERS
Destination
Staff
Residents
(Past) visitorsIndustry
Influencers
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VISITORS
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RESIDENTS
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INDUSTRY - SEYCHELLES
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INFLUENCERS
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AMBASSADORS
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BEYOND THE BLOG TRIP
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ENCOURAGE SHARING
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REMARKABLE EXPERIENCES ARE SHARED
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MAKE IT ACCESSIBLE
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BE REMARKABLE
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MARKET TO PASSIONATE NICHES
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• 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)
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SOCIAL AT THE CORE OF YOUR MARKETING
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SOCIAL AT THE CORE OF MARKETING
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GUIDE PHOTO SELECTION
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Stay in touch
@isabelmoskisabel@thinksocialmedia.com
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