Class 13 mar2015

15.04.23 1

Social Media & Destination BrandingSocial Media & Destination Branding• Social media Social media can be defined as can be defined as

websites which are built on Web 2.0 websites which are built on Web 2.0 technologies in order to provide technologies in order to provide space for in-depth social interaction, space for in-depth social interaction, community formation, and the community formation, and the tackling of collaborative projects tackling of collaborative projects (Bruns and Bahnisch, 2009). (Bruns and Bahnisch, 2009).

• It is definitely an activity that is It is definitely an activity that is based on the notion of influence. based on the notion of influence. Social media can be used to gather Social media can be used to gather valuable information about how a valuable information about how a product, service or brand is product, service or brand is perceived in the marketplaceperceived in the marketplace

• Destination BrandingDestination Branding • Aaker (1991, p. 7) defines Aaker (1991, p. 7) defines

brand as “..distinguishing brand as “..distinguishing name and/or symbol (such name and/or symbol (such as a logo, trademark, or as a logo, trademark, or package design) intended to package design) intended to identify the goods or identify the goods or services of either one seller services of either one seller or a group of sellers, and to or a group of sellers, and to differentiate those goods differentiate those goods from those of from those of competitorscompetitors”. Morgan et al. ”. Morgan et al. (2002, p. 335) identify (2002, p. 335) identify branding as „the branding as „the most most powerful marketing powerful marketing weapon weapon available to available to contemporary destination contemporary destination marketersmarketers

15.04.23 2

Destination BrandingDestination Branding• Generally, the objective of branding strategy is to create Generally, the objective of branding strategy is to create

the perception that there is no other product in the the perception that there is no other product in the market with those attributes. Thus, differentiation through market with those attributes. Thus, differentiation through branding lies at the very heart of the branding lies at the very heart of the marketing conceptmarketing concept

• (1) support the creation of a name, symbol, logo, (1) support the creation of a name, symbol, logo, word mark or other graphic that readily identifies and word mark or other graphic that readily identifies and differentiates a destination; differentiates a destination;

• (2) consistently convey the expectation of a (2) consistently convey the expectation of a memorable travel experience that is uniquely memorable travel experience that is uniquely associated with the destination; associated with the destination;

• (3) serve to consolidate and reinforce the emotional (3) serve to consolidate and reinforce the emotional connection between the visitor and the destination; connection between the visitor and the destination; and that and that

• (4) reduce consumer search costs and perceived risk. (4) reduce consumer search costs and perceived risk. Collectively, these activities serve to create a Collectively, these activities serve to create a destination image that positively influences consumer destination image that positively influences consumer destination choicedestination choice

15.04.23 3

Brand ImageBrand Image• The brand and image of a destination is very important because The brand and image of a destination is very important because

destinations with a positive and clear image enjoy destinations with a positive and clear image enjoy stronger market positioningstronger market positioning than those without (Cai, 2002). than those without (Cai, 2002).

• A consumer’s choice for a destination is significantly A consumer’s choice for a destination is significantly linked with destination’s image or brand.linked with destination’s image or brand.

• Nowadays the building of destination brand and image Nowadays the building of destination brand and image is revolutionized because of the communication power is revolutionized because of the communication power of social media.of social media.

• In social media the more we know about othersIn social media the more we know about others, the , the more we may trust or distrust themmore we may trust or distrust them (Valenzuela et (Valenzuela et al., 2003).al., 2003).

15.04.23 4

23 Mediterranean countries were selected for a Facebook study (2009)23 Mediterranean countries were selected for a Facebook study (2009)

15.04.23 5

Destination Blogger RoleDestination Blogger Role• Richmond Tourism Case Richmond Tourism Case

15.04.23 6

Destination Blogger RoleDestination Blogger Role

15.04.23 7

Destination Blogger RoleDestination Blogger Role

15.04.23 8

people vowing for specific bloggerspeople vowing for specific bloggers

15.04.23 9

Case study: Flanders Blogger Festival!..Case study: Flanders Blogger Festival!..

The Regions of Belgium. The Regions of Belgium. - Yellow: Flanders (speak Flemish a dialect of Dutch) - Yellow: Flanders (speak Flemish a dialect of Dutch) - Red: Wallonia (speak French, purple speaks German), - Red: Wallonia (speak French, purple speaks German), - Orange: Brussels (speak French but bilingual. - Orange: Brussels (speak French but bilingual.

Project called ‘Flanders is a festival’. Within Project called ‘Flanders is a festival’. Within digital marketing, this is a really interesting digital marketing, this is a really interesting case where Flanders brought a lot of case where Flanders brought a lot of bloggers within travel, music and lifestyle to bloggers within travel, music and lifestyle to Flanders to experience our festival sceneFlanders to experience our festival scene

The general aim was to The general aim was to increase awareness about increase awareness about Flanders as a tourism Flanders as a tourism destination. With more destination. With more than 260 festivals in than 260 festivals in Flanders alone, the Flanders alone, the destination has a very destination has a very good music festival scene.good music festival scene.

15.04.23 12


The main challenge that Tourism Flanders faces is to constantly work on creating awareness, as Flanders is a relatively unknown destination brand.

15.04.23 13


Endorsed branding is what Tourism Endorsed branding is what Tourism Flanders wants to achieve.Flanders wants to achieve.The digital strategy really focuses on The digital strategy really focuses on that but in a very planned way. that but in a very planned way.

It focuses on making sure that people It focuses on making sure that people who have an influence within who have an influence within passionate communities passionate communities like different parts of Tourism like different parts of Tourism Flanders brandFlanders brand

The BlogtripThe BlogtripKey influencers within the Key influencers within the community were chosen community were chosen based on their online reach based on their online reach and their audience. and their audience. Another important criteria Another important criteria is the used networks such is the used networks such as Twitter, Instagram, as Twitter, Instagram, Blogs, Facebook,….Blogs, Facebook,….

- Wifi throughout the Blogtrip- Wifi throughout the Blogtrip- to increase awareness about Flanders as a tourism destination- to increase awareness about Flanders as a tourism destination- potential influencers would match with the whole project, their - potential influencers would match with the whole project, their personality and the passionpersonality and the passion- The blogtrip participants started to share interesting stories about - The blogtrip participants started to share interesting stories about what they experiencedwhat they experienced

15.04.23 15


The project was classified by the WTM as the.The project was classified by the WTM as the.

15.04.23 16


15.04.23 17


Biggest blogtrip in the worldBiggest blogtrip in the world•100 Bloggers from 13 countries100 Bloggers from 13 countries•Key influencers in music, travel, lifestyle, social Key influencers in music, travel, lifestyle, social mediamedia•Personal program for every blogger: a unique Personal program for every blogger: a unique festival experience + touristic tipsfestival experience + touristic tipsSelection ‘key influencers’ based on:Selection ‘key influencers’ based on:•Online reach and audienceOnline reach and audience•Used networks (Twitter, Instagram, Blog, Used networks (Twitter, Instagram, Blog, Facebook, mix, …)Facebook, mix, …)•Personality & passionPersonality & passion•Location and languageLocation and language

15.04.23 19



Some numbersSome numbers•Number of written blogposts: 257 Number of written blogposts: 257 •Number of unique visitors: > 7.500.000Number of unique visitors: > 7.500.000•Total reach of blogposts: > 11.500.000Total reach of blogposts: > 11.500.000•Number of Facebook fans of all bloggers:> Number of Facebook fans of all bloggers:> 300.000300.000•Number of Twitter fans of all bloggers: > Number of Twitter fans of all bloggers: > 550.000550.000

257 blogposts257 blogposts•173 travel blogposts: reach of > 7.500.000173 travel blogposts: reach of > 7.500.000•75 music blogposts: reach of > 3.500.00075 music blogposts: reach of > 3.500.000•9 lifestyle blogposts: reach of > 450.0009 lifestyle blogposts: reach of > 450.000

Class 13 mar2015

Education

Transcript of Class 13 mar2015