Frank Cuypers will begin a very interesting discussion about ROI with an overview of the need to connect your social actions with indicators, the tools other DMO’s use and the tool he has since invented. He will then present a cocreation project of several DMO’s that can help you to improve the measuring of your activities within your own organization. Frank is a strategic consultant for Visit Flanders, Associated Professor of Marketing at the University of Antwerp and also teaches City Marketing at Karel De Grote College. He has been integrally involved with transforming the DMO, Visit Flanders for the last four years. He is a firm believer in a new way of marketing destinations who argues constantly with people who still confuse marketing with mere promotion. Frank is one of Europe’s leading experts on destination marketing and someone who always tries to think outside of the box. This will be a very informative presentation and an invitation to think about ROI.

1. TROUBLES WITH TRIBBELS

2. TROUBLES WITH TRIBBELS

3. 3

4. 4

5. 5

6. 6
IT IS LOGIC BUT NOT
AS YOU
KNOW IT

7. 7
Weight(g)
300
240
180
120
60
0
0 60 120 180 240 300 360

8. 8
EXTRAORDINARY
ECONOMIES OF SCALE
(THE BIGGER YOU ARE,
THE LESS YOU NEED PER
“CAPITA”)
PACE OF GROWTH
SYSTEMATICALLY SLOWS WITH
INCREASING SIZE
GROWTH IS SIGMOIDAL
REACHING A STABLE
SIZE AT MATURITY

9. NETWORKS
9

10. SOCIAL NETWORKS
10

11. N(t)
t
N(0)
b < 1 (SUB-LINEAR) b >1 (SUPER-LINEAR)
Bounded Growth Unbounded Growth Bye Bye Growth
End of the line

12. TROUBLES WITH TRIBBELS
SCALING

13. 13
THE QUEST
FOR THE
HOLY GRAIL OF
MEASUREMENT
OF ROI OF
SOCIAL MEDIA

14. TROUBLES WITH TRIBBELS

15. TROUBLES WITH TRIBBELS

16. 16
Flanders is a festival
•
Flanders is a festival
•

17. 17
- SURFACE - - PIXEL -

18. In all social media we have four groups of
activities
1.Post views
2.Page views
3.Personal Actions
4.Public Actions
Every activity has been scaled in an e-
commerce equivalent
1.Post views 1/5th cost to open e-zine
2.Page views 1 cost open e-zine
3.Personal Actions google paid search click
4.Public Actionsgoogle paid search click
Every activity has been scaled in e-
commerce equivalent
1.Post views 0,007€
2.Page views 0,033€
3.Personal Actions 0,20€
4.Public Actions0,20€
SAVE

19. CONVERSATIONAL
VALUE
CV= (AV + IV) x NR
Conversation value = (advertorial
value + impact value) x number of
readers
Advertorial Value
We have a universal standard:
pagerank.
93,2%* of all online ads are based
on pagerank
Impact Value
Impact value = number of actions, expressed
in SAVE
E.g. Your blog gets 15 comments, has been
shared 25 times
and gets 10 likes, than your score is…
IV= 0,20 € x 50 = 10€

20. Potential Impact of
Inspiring people
To visit your
destination
Potential
Future
Tourism
Revenue

21. 21

22. Potential Future CV x CI x MQ Tourism
Revenue

23. 23
CV
Consumer Value
Average Spenditure
Market Specific
CI
Channel Impact
Average Impact
Channel Specific
MQ
Maximal Qualifier
Engagementscore
Channel Specific

24. 24
We had trouble
With the …
Tribbles
The Tribbles…
WHY THE MQ ?
Facebook Unique users who
liked, commented or
shared
Either action is an indicator the consumer was
impacted by the shared content, especially since
the action is public and can result in Facebook
displaying the action to a person’s friend group
Twitter Retweets and clicks We have excluded ‘favourites’ since this action is
too passive.
Instagram Comments We have excluded ‘likes’ on Instagram because
the action is too passive. It’s not a strong enough
indicator.
DMO blog Visits minus
bounces
A consumer who reads a blog post and stays on
the page long enough to have an impact
DMO #hashtag share
(Instagram)
Comments We have excluded ‘likes’ on Instagram because
the action is too passive. It’s not a strong enough
indicator.
Pinterest Click A re-pin is too passive
[f1]zou ik meer uitleggen. Wat s a DMO hashtag? Zou instagram hashtags bij Instagram vermelden.

25. 25
OPTION
Specific results for
Every stage of the
Customer Journey
OPEN INVITATION
JOIN US !
DISCUSSION
What about reach ?

26. 26

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3

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