“Have your brand ambassadors build your destination”

Isabel Mosk - @isabelmosk 2 december 2014

2

3Trust through social media

Recommendations from people you know: 84%

Consumer opinions posted online: 68%

Ads in magazines: 60%

Nielsen Global Trust in Advertising and Brand Messages September 2014

4Tripadvisor

5Destination brands are built

socially

6• The sum of stories people hear

• The sum of experiences people have

Tourism Brand

7Destination marketing =

storytellingadvertising storiesX

842% of Facebook

users share

travel stories.

9>70% update their

status on

Facebook while

they are on

holiday

1052% of

Facebookers said

“that seeing friends’

holiday pictures had

Inspired them to

book a holiday

to the same place”

11

12

13otherpeople’sstories

your stories

14Then Now

Media costs nearly zero to

produce and distribute content

15Destination management,

not marketing

16

17A destination is the stage for

stories

18Stories need to be managed

19Feedback loops

Awareness

Consideration

Interested

Purchase

Visit

Evaluate

20Know the stories your telling

21Know the stories your telling

Sveinn Birkir Björnsson

Promote Iceland

Peter Kentie

EHV365

24Social media monitoring

25The destination experience

Individual’s journey

remarkable experiences

bad experiences

Meh

Love it

HATE IT

26Bristol trained cab drivers

27Marketing by activating storytellers

“Get people talking and they

will do the marketing for you”

29Marketing through storytellers

stories storytellers target audience

30Destination storytellers

Destination

Staff

Residents

(Past) visitors

Industry

Influencers

31Visitors

32Residents

33

34Industry - Seychelles

35Industry - Restaurant

36Influencers

37Beyond the blog trip

38Ambassadors/influencers

39Nikefuel community of runners

40

Brownies

The term used to describe the fan

community (usually adult men) of the

show My Little Pony: Friendship is Magic.

There is a community for

everything

41Encourage sharing

Encourage sharing

43Remarkable experiences are

shared

44Be remarkable

45Make it accessible

46Market to passionate niches

47Find you niche(s)

48Niche Marketing

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

• A fashion communitythat keeps on growing

• Good contacts with the fashion bloggers (thatkept coming to Antwerp in the months after the blog trip and kept onwriting after the blog trip)

53Social at the core of your marketing

54Social at the core of marketing

55Guide photo selection

56

57

58

59

60

61

Thank you

Stay in touch

@isabelmosk

isabel@thinksocialmedia.com