Flanders is a festival stm

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Frank Cuypers from Brussels/Flanders at WTM Social Travel Market

Frank Cuypers from Brussels/Flanders at WTM Social Travel Market

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  • 1. Flanders is a festival08/11/2012 WTMFrank Cuypers
  • 2. Flanders?
  • 3. Flanders: Art citiesBruges, Brussels, Ghent, Antwerp, Leuven, Mechelen
  • 4. Flanders: Belgian Beer
  • 5. Flanders: Fashion
  • 6. Flanders: Belgian Chocolate
  • 7. #fiaf12
  • 8. Why this action? ‘Symbolic Actions’ (Simon Anholt) ‘Put your product in your branding’ (Seth Godin) Festivals fit our branding
  • 9. Why storytellers? ‘ It’s the strategy, stupid !’ ‘ Not the content but the community is king’
  • 10. Permission marketing
  • 11. We spread the good news bottom up
  • 12. We recommend rather thanpersuade
  • 13. Why festivals? ‘Cutting edge craftmanship’ Highest density in the world !
  • 14. Goal #fiaf12:Increase awareness of Flanders as a festival destinationBring online influencers to Flanders to experience thefestival scene & stimulate conversation about Flanders
  • 15. Target markets Denmark en Sweden UK The Netherlands USA Germany Austria France RussiaChina SpainJapan ItalyIndia
  • 16. • Biggest ‘blogtrip’ in the world• Flanders festival express
  • 17. THINK SOCIAL MEDIA (Canada& The Netherlands)
  • 18. Biggest ‘blogtrip’ in the world 94 “Bloggers” from 13 countries Key influencers in music, travel, lifestyle, social media Personal program for every blogger: a unique festival experience + touristic tips
  • 19. Biggest blogtrip in the worldSelection ‘key influencers’ based on:  Online reach and audience  Used networks (Twitter, Instagram, Blog, Facebook, mix, …)  Match #fiaf12  Personality & passion  Location and language
  • 20. Biggest blogtrip in the world: effort
  • 21. Flanders festival express
  • 22. Flanders festival express
  • 23. Flanders festival expressFlanders is a Festival@fiafexpress
  • 24. Festival game:www.flandersisafestival.com
  • 25. Results
  • 26. Flanders festival express: return FB > 10.000 fans: with a reach of 5 million other FB users Engagement rate > 3,5 times the average engagement on facebook. Fans are engaged : New ambassadors for Flanders
  • 27. Biggest blogtrip in the world: return Connection with bloggers as festival buddies Authentic stories about festivals & destination Happy bloggers & inspiration for their followers
  • 28. Biggest blogtrip in the world: colateral Print Radio Corporate communication (Tv, papers…) Enhances online competences of your staff (KPI: Kloutscore 30 for 30%)
  • 29. http://www.brain-magazine.com/article/reportages/10817-Blog-Trip-en-Flandre
  • 30. Some numbers (at this moment) Number of written blogposts: 273 (300…) Number of unique visitors: > 12.000.000 Average potential reader per blogpost: 75.000 Number of Facebook fans of all bloggers: > 300.000 Number of Twitter fans of all bloggers: > 550.000
  • 31. Some numbers (at this moment) Total Cost : about 300.000 € Project manager + 3,9 FTE (6 months) Conversation Value:>30.000.000 € (stakeholders !)
  • 32. Top three Story Tellers (at this moment) Elco Roos (NL) 14.711.945 € Marcello Arrambide (USA) 5.024.347 € Tim Griffin (USA) 3.433.912 €
  • 33. Top three Keywords (at this moment) Ghent : 921 Antwerp : 691 Bruges : 325
  • 34. Total #fiaf12 : 7363 mentions
  • 35. Every day > 140.000 tweeps received atweet with #fiaf12 in their twitter feed. That isa potential reach of 13.000.000
  • 36. Lessons learned
  • 37. Lessons learned : selection of bloggers Selection of influencers: it’s not only about numbers but…. Place in the network Mix and make them meet each other…
  • 38. Lessons learned : treatment of bloggers Different approach from a journalist …. Wifi is their bloodstream… It’s not about the money (we didn’t pay) but about the cost (zero#)…
  • 39. Lessons learned: relation with bloggers Start inviting them earlier: catch some big fish Clearly talk about expectations:  What can they expect in the destination  What return do we expect: articles, backlinks, conversation
  • 40. Lessons learned:evangelize your stakeholders  Evaluation > action itself  Provide ROI, even if it does not say anything about the ‘real value’  Involve them in the conversation as early as possible
  • 41. Involve our Flemish bloggers / geeks /ambassadors
  • 42. Lessons learned: roles for our offices Denmark en Sweden USA Russia UK The NetherlandsChinaJapan GermanyIndia Austria France Spain Italy• Connect with local bloggers• Activate local media
  • 43. Bring everything together on our site: trafic!Make it visible for everyone (not only people whofollow blogs and use twitter)
  • 44. Follow up and stimulate conversation
  • 45. 2013: Flanders is a tour
  • 46. 2014: Flanders Fields
  • 47. CONCLUSION (MARKETING POW) BLOGGERS EAT JOURNALISTS FOR BREAKFAST ! 
  • 48. Thank you!Frank Cuypers @FCuypersVisitflanders @visitflanders