Flanders is a festival stm
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Flanders is a festival
08/11/2012 WTM
Frank Cuypers
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Flanders?
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Flanders: Art cities
Bruges, Brussels, Ghent, Antwerp, Leuven, Mechelen
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Flanders: Belgian Beer
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Flanders: Fashion
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Flanders: Belgian Chocolate
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#fiaf12
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‘Symbolic Actions’ (Simon Anholt)
‘Put your product in your branding’ (Seth Godin)
Festivals fit our branding
Why this action?
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‘ It’s the strategy, stupid !’
‘ Not the content but the community is king’
Why storytellers?
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Permission marketing
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We spread the good news bottom up
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We recommend rather than
persuade
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‘Cutting edge craftmanship’
Highest density in the world !
Why festivals?
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Goal #fiaf12:
Increase awareness of Flanders as a festival destination
Bring online influencers to Flanders to experience the
festival scene & stimulate conversation about Flanders
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Target markets
UK
Denmark en Sweden
France
Spain Italy
The Netherlands
Austria
Germany
China
USA
Japan
India
Russia
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• Biggest ‘blogtrip’ in the world
• Flanders festival express
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THINK SOCIAL MEDIA (Canada
& The Netherlands)
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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
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Selection ‘key influencers’ based on:
Online reach and audience
Used networks (Twitter, Instagram, Blog,
Facebook, mix, …)
Match #fiaf12
Personality & passion
Location and language
Biggest blogtrip in the world
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Biggest blogtrip in the world: effort
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Flanders festival express
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Flanders festival express
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Flanders is a Festival
@fiafexpress
Flanders festival express
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Festival game:www.flandersisafestival.com
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Results
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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
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Connection with bloggers as festival buddies
Authentic stories about festivals & destination
Happy bloggers & inspiration for their followers
Biggest blogtrip in the world: return
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Radio
Corporate communication (Tv, papers…)
Enhances online competences of your staff
(KPI: Kloutscore 30 for 30%)
Biggest blogtrip in the world: colateral
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http://www.brain-magazine.com/article/reportages/10817-Blog-Trip-en-Flandre
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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
Some numbers (at this moment)
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Total Cost : about 300.000 €
Project manager + 3,9 FTE (6 months)
Conversation Value:>30.000.000 € (stakeholders !)
Some numbers (at this moment)
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Elco Roos (NL) 14.711.945 €
Marcello Arrambide (USA) 5.024.347 €
Tim Griffin (USA) 3.433.912 €
Top three Story Tellers (at this moment)
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Ghent : 921
Antwerp : 691
Bruges : 325
Top three Keywords (at this moment)
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Total #fiaf12 : 7363 mentions
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Every day > 140.000 tweeps received a
tweet with #fiaf12 in their twitter feed. That is
a potential reach of 13.000.000
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Lessons learned
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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…
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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#)…
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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
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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
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Involve our Flemish bloggers / geeks /
ambassadors
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Lessons learned: roles for our offices
UK
Denmark en Sweden
France
Spain Italy
The Netherlands
Austria
Germany
China
USA
Japan
India
Russia
• Connect with local bloggers
• Activate local media
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Bring everything together on our site: trafic!
Make it visible for everyone (not only people who
follow blogs and use twitter)
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Follow up and stimulate conversation
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2013: Flanders is a tour
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2014: Flanders Fields
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BLOGGERS EAT JOURNALISTS FOR BREAKFAST !
CONCLUSION (MARKETING POW)
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Thank you!
Frank Cuypers @FCuypers
Visitflanders @visitflanders