Passionate Communities

@rodneyp

PURCHASE FUNNEL Awareness  

Considera-on  

Interest  

Purchase  

Visit  

Repeat  &  Referal  

Tradi&onal  Media   Social Media

Shotgun Rifle

North American consumers are exposed to hundreds of advertisements per day.

++  -­‐-­‐  

Narrow  The  Funnel  

Awareness

Consideration

Interested

Purchase

Visit

Repeat & Refer

Only 14% of consumers trust advertisements.

78% of consumers trust peer recommendations

Social  Purchase  funnel  Awareness

Consideration

Intent

Book

On Trip

Repeat

Recommend

CONSUMER NEEDS

Exceed expectations

Maintain post-purchase

SOC

IAL M

EDIA

CABARETE, DR  

Exceed expectations

Maintain post-purchase

Passion  

Influencers  

Community  

COMMUNITIES FORM AROUND PASSION

PASSIONS OVERLAP

Kite  Boarding   Windsurfing  

Stand  Up  Paddling  

SQUAMISH, BC

TEST OF METAL

Where do you live? Did you stay overnight? Did you visit to pre-ride? How many in your party? Estimate of spend?

ECONOMIC IMPACT STUDY 2006 “Generated $1.7 million in Squamish”

WORK  WITH  YOUR  INDUSTRY  

niche   niche   niche   niche   niche   niche  

Des-na-on  

Top  Down:  This  des-na-on  is  a  place  where  you  

can  do  these  things  

BoBom  Up:  This  des-na-on  is  the  place  to  do  these  things  

TOP-DOWN, BOTTOM-UP

CASE STUDY: Dallas Superbowl 2011

“Get people talking about Dallas”

Passion  

Influencers  

Community  

Passion  

Influencers  

Community  

“This promotion/activity brought out the best in all of us. We approached total strangers without fear or judgment. 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

“This promotion/activity brought out the best in all of us. We approached total strangers without fear or judgment. 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

“This promotion/activity brought out the best in all of us. We approached total strangers without fear or judgment. 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

“This promotion/activity brought out the best in all of us. We approached total strangers without fear or judgment. 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

“This promotion/activity brought out the best in all of us. We approached total strangers without fear or judgment. 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

“This promotion/activity brought out the best in all of us. We approached total strangers without fear or judgment. 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

“This promotion/activity brought out the best in all of us. We approached total strangers without fear or judgment. 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

"Five years ago social media was 3% of our total media spend. Today it’s more than 20% and growing fast."

Destinations are rooted in traditional marketing.

Destinations are rooted in traditional marketing: Focused on the tools.

Destinations are rooted in traditional marketing: Focused on the tools. Broadcasting to large audiences.

Your Job?

Your Job? Break through the politics.

Your Job? Break through the politics. Chip away at the culture.

A DESTINATION THAT MARKETS ITSELF

Product Marketing Delivery

Feedback Manage Community

Extend Relationship

Recommendations Research Customer satisfaction

Research

1.  Communication has changed forever

KEY TAKEAWAYS

1.  Communication has changed forever 2.  We talk about what we’re interested in

KEY TAKEAWAYS

1.  Communication has changed forever 2.  We talk about what we’re interested in 3.  The shape of the purchase funnel has

changed. Broadcast doesn’t work.

KEY TAKEAWAYS

1.  Communication has changed forever 2.  We talk about what we’re interested in 3.  The shape of the purchase funnel has

changed. Broadcast doesn’t work. 4.  You can’t be everything to everyone

KEY TAKEAWAYS

1.  Communication has changed forever 2.  We talk about what we’re interested in 3.  The shape of the purchase funnel has

changed. Broadcast doesn’t work. 4.  You can’t be everything to everyone 5.  Forget top-down, focus on bottom up

KEY TAKEAWAYS

1.  Communication has changed forever 2.  We talk about what we’re interested in 3.  The shape of the purchase funnel has

changed. Broadcast doesn’t work. 4.  You can’t be everything to everyone 5.  Forget top-down, focus on bottom up 6.  Always listen to consumers before you talk

KEY TAKEAWAYS

1.  Communication has changed forever 2.  We talk about what we’re interested in 3.  The shape of the purchase funnel has

changed. Broadcast doesn’t work. 4.  You can’t be everything to everyone 5.  Forget top-down, focus on bottom up 6.  Always listen to consumers before you talk 7.  Relationships with influencers are key

KEY TAKEAWAYS

1.  Communication has changed forever 2.  We talk about what we’re interested in 3.  The shape of the purchase funnel has

changed. Broadcast doesn’t work. 4.  You can’t be everything to everyone 5.  Forget top-down, focus on bottom up 6.  Always listen to consumers before you talk 7.  Relationships with influencers are key 8.  Consumers draw each other through the

purchase funnel

KEY TAKEAWAYS

Social  Purchase  funnel  Awareness

Consideration

Intent

Book

On Trip

Repeat

Recommend

do not repeat

repeat

www.thinksocialmedia.com

Rodney Payne @rodneyp

DMOs are organized for business before the internet existed.