"Stop Selling, Start Telling": Insights into how our social media and online PR experts achieve excellent results for our clients.

1. STOP SELLING, START TELLING
How to become a conversational leader
@stevenpiessens

3. STOP SELLING

4. START TELLING

5. WELCOME TO
THE AGE OF
CONVERSATIONAL
LEADERSHIP
new logo + tagline Voice

6. new logo + tagline Voice

7. new logo + tagline Voice

16. Once upon a time…
was launched in
Belgium

17.  Netherlands’ leading theme park
 3rd Largest park in Europe
 More than 4m visitors/year

18.  Fairy tale related
 Unique animated forest
 Well known characters

19.  Also sensation, adventure, fast rides…
 Roller coasters
 For children… and adults

20. Objectives
 Increase awareness upon 4 pillars
1.
2.
3.
4.
Diversity
Distance
365 days open
Price
 Recruit 11% more visitors
 Recruit 20% more stays
 Implement successfull cross media campaign &
synergy with ATL-BTL-SEA
 Create a community of Belgian fans

21. Issues
 EXTREMELY COMPETITIVE LANDSCAPE
 MAGIC ONLY WORKS ONCE IN EFTELING
 VERY LOW BRAND AWARENESS
 NOT WELL KNOWN EFTELING CHARACTERS
 POOR LOOKING WEBSITE
 LANGUAGE BARRIER FOR FR SPEAKING
PEOPLE
 SOCIAL MEDIA PRESENCE
= ONLY AIMED @ DUTCH SPEAKING PEOPLE

22. SOME STRATEGY x ATL
MEDIA
FACEBOOK
ACTIVATION
OPTIMISATION
BLOGGER
OUTREACH
BANNERING
REDESIGN
SITE
PR
COMMERCIAL
DEALS
DEDICATED
BLOG

23. SOCIAL MEDIA OPTIMISATION
2 SEPARATE FANPAGES
NL  FR
58.000 fans

24. SOCIAL MEDIA OPTIMISATION
TRAFFIC GENERATED BY
– TARGETED SOCIAL ADS
– BANNERING CAMPAIGN
Gagnez un séjour à Efteling !
Le plus grand et
féérique parc
d’attractions à 2
pas de chez
vous !

25. SOCIAL MEDIA OPTIMISATION
– FACEBOOK COUPONS
– VARIOUS CONTESTS

26. SOCIAL MEDIA OPTIMISATION
CONVERSATIONS PINTEREST, TRIPADVISOR, YOUTUBE, TWITTER, ETC

27. BLOGGER OUTREACH
SUPPORTED BY A BLOGGERS TRIP

28. REDESIGN WEBSITE
BEFORE

29. AFTER
•
IMPLEMENTATION
HOMEPAGE REDESIGN
•
CONTENT CHECK &
REPHRASED
•
SITE MAINTENANCE

30. COMMERCIAL DEALS

31. DEDICATED BLOG

34. OUTCOME
 INCREASE AWARENESS UPON 4 PILLARS
Expected 40K quality fans  58K quality fans
+ 10K active fans per contest
Highest level of satisfaction for Belgian visitors
 21% INCREASE IN VISITS
(11% EXPECTED)
 +33% HOTEL/BOSRIJK STAYS
(20% EXPECTED)

36. How to become a
conversational leader?
1. Be awesome (really)
2. Be extremely customer focused
3. Define clear goals
4. Listen, learn and analyse
5. Redesign owned (social) media
6. Make a content strategy plan

37. How to become a
conversational leader?
7. Define your claim and fame
8. Tell your story
9. Don’t push your brand or offer
10. Create content on weekly base
11. Manage conversations
12. Make interactions happen

38. How to become a
conversational leader?
13. Interact with fans and followers
14. Become a thought leader
15. Respond fast, solve problems
16. Follow up sales lead funnel
17. Become better, faster, productive
18. …And finally sell more

39. Thank you !
@stevenpiessens