Have your ambassadors build your destination

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

2

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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

4

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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