march11 2016

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• Emails can be looked Emails can be looked up and found up and found available in the main available in the main hosting servers hosting servers 7 7 years after deletion.years after deletion.source: secret!source: secret!

• Email remains the predominant form of Email remains the predominant form of communication in the business space. This trend communication in the business space. This trend is expected to continue, and business email will is expected to continue, and business email will account for over 132 billion emails sent and account for over 132 billion emails sent and received per day by the end of 2017.received per day by the end of 2017.

Critical Mail Techniques Critical Mail Techniques in a Global Market Placein a Global Market Place

• Aprrox. 100 billion Aprrox. 100 billion emails sent worldwide emails sent worldwide during the year 1995.during the year 1995.

• over 100 billion emails over 100 billion emails sent and received sent and received per per dayday in 2015 in 2015. .

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MetacommunicationsMetacommunications• Metacommunications are even more prevalent Metacommunications are even more prevalent

in email than regular snail mail! WHY?in email than regular snail mail! WHY?• Fast response rateFast response rate• Poorly written sentencesPoorly written sentences• Poor use of grammerPoor use of grammer• Emails should not reflect emotionsEmails should not reflect emotions• We just DON’T THINK when we write We just DON’T THINK when we write

emails!emails!• In its basic form, a In its basic form, a metacommunicationmetacommunication is an act is an act of communication between two agents that also of communication between two agents that also communicates something about the communication communicates something about the communication itself, or about the relationship between the two itself, or about the relationship between the two agents, or both.agents, or both.• MetacommunicationMetacommunication - something that means - something that means different (often contradictory) things at different different (often contradictory) things at different levels.levels.e.g.: Te.g.: The speech act "Trust Me" often conveys the exact he speech act "Trust Me" often conveys the exact opposite of its literal meaning.opposite of its literal meaning.


• Business failure to communicate is awesome!Business failure to communicate is awesome!2/3 of all customer dissatisfaction is directly 2/3 of all customer dissatisfaction is directly affected by failure to communicateaffected by failure to communicate

• Primary source of quality failure is Primary source of quality failure is miscommunication and misunderstanding miscommunication and misunderstanding between the client and the professionalbetween the client and the professional

• In Singapore, EMAIL CONTRACTS are as good as In Singapore, EMAIL CONTRACTS are as good as the written contracts by law.the written contracts by law.

• Atlanta Journal Newspaper has lost $ 119 Atlanta Journal Newspaper has lost $ 119 million just because of a wrongly written email..million just because of a wrongly written email..

• 81% say that emails with grammatical errors 81% say that emails with grammatical errors create negative feelings when reading..create negative feelings when reading..

MetacommunicationsMetacommunications

FactsFacts


• England 11%England 11%• Spain 4%Spain 4%• Germany 1%Germany 1%

• Reading from screen vs. reading the paperReading from screen vs. reading the paper• Reading from screen diminishes your reading Reading from screen diminishes your reading

quality and attention by 43 % !quality and attention by 43 % !

FactsFacts• They rejected that they received emails although They rejected that they received emails although

they did:they did:

• In English, 90% of words ending with “ly” are In English, 90% of words ending with “ly” are unnecessary and offensive in emails.unnecessary and offensive in emails.

• 67 % never read the end line!67 % never read the end line!....

• I have only 3 pages, may I use the copy I have only 3 pages, may I use the copy machine...40%machine...40%

• Be honest! It works!Be honest! It works!

• May I use the copy machine, I’m in a May I use the copy machine, I’m in a rush..............80%rush..............80%• May I use the copy machine, I gotto make May I use the copy machine, I gotto make copies ..93%copies ..93%


• Never leave emptyNever leave empty• Do not put company’s name in the subject lineDo not put company’s name in the subject line• Must point out what to expect in the content of the Must point out what to expect in the content of the

emailemail

How to write better MailsHow to write better Mailsthat our business count onthat our business count on

1. Better subject lines. 1. Better subject lines.

2. Stop selling your features: 2. Stop selling your features: If everyone else offers If everyone else offers the same features, consider beginning your proposal the same features, consider beginning your proposal withwith;;• Our competition will do a great job for you. We’ll do Our competition will do a great job for you. We’ll do

an awesomean awesome oneone!..!..3. 3. CompelCompelll them with the absolute most important them with the absolute most important

benefitbenefit to them.to them.• What is the absolute most compelling information What is the absolute most compelling information

they need?they need?• Instead of data dumping everything, start with the Instead of data dumping everything, start with the

oneone most fabulous benefit you offermost fabulous benefit you offer• Get them seeing it, feeling it, tasting itGet them seeing it, feeling it, tasting it


• Do not send a routine email written in CAPS, but an Do not send a routine email written in CAPS, but an occasional word in a sales proposal that is made bold, occasional word in a sales proposal that is made bold, or capitalized, or emphasized withor capitalized, or emphasized with color or italics, gets color or italics, gets attention..attention..

4. Be unpredictable 4. Be unpredictable


• Nothing sells faster and better than social proof.Nothing sells faster and better than social proof.• Testimonials are powerful because they speak to the Testimonials are powerful because they speak to the

reader in a manner that we can’t.reader in a manner that we can’t.

5. Use testimonials5. Use testimonials

6. 6. Respond to the issue, not the emotionRespond to the issue, not the emotion• You can honor the person waiting for your response You can honor the person waiting for your response

with a quick response, as long as the response is with a quick response, as long as the response is purposeful andpurposeful and respectful.respectful.


7. 7. Always give reasons when you make a request.Always give reasons when you make a request.• Researchers at Harvard, McGill and other prestigious Researchers at Harvard, McGill and other prestigious

universities around the world have determined that universities around the world have determined that response rate is almost doubled when the reason for response rate is almost doubled when the reason for the request is providedthe request is provided, , along with the request.along with the request. Even if Even if you think the recipient of your email knows why you're you think the recipient of your email knows why you're asking, you'll get a better response if you tell him/her againasking, you'll get a better response if you tell him/her again


8. 8. Don't email jokes. Ever..Don't email jokes. Ever..• Eliminate anything that is Crude & Rude. How do you Eliminate anything that is Crude & Rude. How do you

know if it's C or R?know if it's C or R? If you think it is, it probably isIf you think it is, it probably is• Writers use 10 times more rude remarks in email!Writers use 10 times more rude remarks in email!

9. Email is a business communication9. Email is a business communication • Email isn't as formal as a traditional mail document Email isn't as formal as a traditional mail document

and it isn't as informal as conversation. Email is a and it isn't as informal as conversation. Email is a business communication and should be written with business communication and should be written with that in mindthat in mind



10. 10. Spell check and then read itSpell check and then read it before sending. before sending. Spell check is NOT ENOUGH!Spell check is NOT ENOUGH!

• Eliminate anything that is Crude & Rude. How do you Eliminate anything that is Crude & Rude. How do you know if it's C or R?know if it's C or R? If you think it is, it probably isIf you think it is, it probably is

11. Be concise & precise11. Be concise & precise. . • Express much in few words. Use short wordsExpress much in few words. Use short words• Say things clearly, must value their timeSay things clearly, must value their time• Don’t just dump information, make it clearDon’t just dump information, make it clear• Talk to the readerTalk to the reader

12. Resist the urge to tell everyone, everything .12. Resist the urge to tell everyone, everything .13. Do not put your logo everywhere, try not put 13. Do not put your logo everywhere, try not put

anyany


14. Be careful with pictures14. Be careful with pictures15. Sweat the details15. Sweat the details


• Spell checkSpell check• Reread Reread Reread!Reread Reread Reread!

Aoccdrnig to rscheearch at Cmabrigde Aoccdrnig to rscheearch at Cmabrigde Uinervtisy, it deosn’t mttaer in waht ordr Uinervtisy, it deosn’t mttaer in waht ordr the ltteers in a word are, the olny the ltteers in a word are, the olny iprmaatnt tihng is taht the frist and the iprmaatnt tihng is taht the frist and the last ltteer be in the rghit pclae.last ltteer be in the rghit pclae.



16. Avoid “ooops” emails16. Avoid “ooops” emails• Don’t forget the attachments. Make the attachment Don’t forget the attachments. Make the attachment

first!first!17. Consider separate emails for separate subjects17. Consider separate emails for separate subjects• Never give good news and bad news in the same Never give good news and bad news in the same

emailemail18. Don’t use CAPS, it is considered OFFENSIVE18. Don’t use CAPS, it is considered OFFENSIVE19. Avoid “Reply All”s19. Avoid “Reply All”s20. NEVER EVER send jokes in your work emails...20. NEVER EVER send jokes in your work emails...21. NEVER EVER use Smiley faces in your work 21. NEVER EVER use Smiley faces in your work

emailemail



16. Make it short, clear and real:16. Make it short, clear and real:• Enclosed please find = I’ve attachedEnclosed please find = I’ve attached• Please feel free to give me a call = please call mePlease feel free to give me a call = please call me• Please feel free to give me a call = please call mePlease feel free to give me a call = please call me• A.S.A.P*** = This is urgentA.S.A.P*** = This is urgent


Accept the limitations of MailAccept the limitations of MailHHere is short list of situations when ere is short list of situations when using email isusing email is ineffective or worseineffective or worse

• When you're trying to reach consensus (takes When you're trying to reach consensus (takes significantly longer to do this with email)significantly longer to do this with email)

• When the message is very long (call first and then use When the message is very long (call first and then use email to confirm the main points)email to confirm the main points)

• When the news is really bad ("routine" bad is fine; When the news is really bad ("routine" bad is fine; really bad is not)really bad is not)

• When the reader has a different agenda than you do When the reader has a different agenda than you do (and part of that is making you look bad)(and part of that is making you look bad)


• When the information is sensitive (disclaimers do not When the information is sensitive (disclaimers do not protect you!)protect you!)

Accept the limitations of MailAccept the limitations of Mail

• When the information is confidential (so easy to file When the information is confidential (so easy to file and forward)and forward)

• When you're communicating with someone who When you're communicating with someone who prefers the phone to email (duh!)prefers the phone to email (duh!)

• When the person is in the next cubicle and you easily When the person is in the next cubicle and you easily could stick your head to the left of your computer and could stick your head to the left of your computer and just ask! just ask! (The CEO of a large Convention and Visitors Bureau actually (The CEO of a large Convention and Visitors Bureau actually had the had the server shut downserver shut down when he realized that people when he realized that people were emailing each other when they could have glanced were emailing each other when they could have glanced over at that person and given them the information!) over at that person and given them the information!)


• Am I trying to resolve a conflict? Pick up the phone or Am I trying to resolve a conflict? Pick up the phone or schedule a meeting.schedule a meeting.

Accept the limitations of MailAccept the limitations of Mail

• What conversation am I avoiding? Is there more that I What conversation am I avoiding? Is there more that I need to talk about with this person and am choosing to need to talk about with this person and am choosing to ignore it/not go there and take the easy way out by ignore it/not go there and take the easy way out by emailing?emailing?


• A blog is a cross between two words:A blog is a cross between two words:web + log = web blog ===> Blog web + log = web blog ===> Blog

• A A blog blog is a single webpage designed to auto-archive the is a single webpage designed to auto-archive the older entries so that only the newest entries appear upon older entries so that only the newest entries appear upon openning.openning.

• A "blog" is similar to an online journal. It is largely text-A "blog" is similar to an online journal. It is largely text-based, so it's easy to update and maintain—even if you based, so it's easy to update and maintain—even if you have no experience running a Web site. have no experience running a Web site.

To blog or not to blog! To blog or not to blog!

• Any type of information can be presented on a blog, Any type of information can be presented on a blog, from stories about a family vacation to in-depth from stories about a family vacation to in-depth commentary on world politics. In addition, most commentary on world politics. In addition, most blogsblogs allow visitors to post responses to blog articles or entries allow visitors to post responses to blog articles or entries and leave feedback for the person running the site, and leave feedback for the person running the site, known as a "known as a "bloggerblogger". ". • Overall, a blog is a fast, easy and fun way to Overall, a blog is a fast, easy and fun way to establish an establish an online presenceonline presence. .


Blogging for Business

• Poised between media, blogs can be as nuanced and Poised between media, blogs can be as nuanced and well-sourced as traditional journalism, but they have the well-sourced as traditional journalism, but they have the iimmediacy of talk radio. mmediacy of talk radio. • Blogs do two things that Web magazines simply Blogs do two things that Web magazines simply

cannotcannot::1.1. First off, blogs are First off, blogs are personalpersonal. Almost all of them . Almost all of them

are are inspired totally byinspired totally by the temper of their writer the temper of their writer. . This This personal touchpersonal touch is much more in tune with is much more in tune with our current sensibility than were the opinionated our current sensibility than were the opinionated magazines and newspapersmagazines and newspapers. . People People know that know that behind the curtain are fallible writers and editors who behind the curtain are fallible writers and editors who are no more inherently trustworthy than a lone blogger are no more inherently trustworthy than a lone blogger who has earned a reader's respect. who has earned a reader's respect.

2.2. The second thing blogs do is to invoke The second thing blogs do is to invoke andand seize seize the the means ofmeans of production of production of regular regular NewspapersNewspapers..

• "A blog is a web page made up of usually short, "A blog is a web page made up of usually short, frequently updated posts that are arranged frequently updated posts that are arranged chronologically-like a what's new page or a journal." chronologically-like a what's new page or a journal."


Blogging for BusinessBlogging for Business• Personal Blogs: Personal Blogs: a mixture of a personal diary, a mixture of a personal diary,

opinion posts and research links.opinion posts and research links.

• Business Blogs: Business Blogs: a corporate tool for a corporate tool for communicating with customers or employees to communicating with customers or employees to share knowledge and expertise.share knowledge and expertise.

• Business blogs are sweeping the business Business blogs are sweeping the business community. Blogs are an excellent method to community. Blogs are an excellent method to share a company's expertise, build additional web share a company's expertise, build additional web traffic, and connect with potential customers..traffic, and connect with potential customers..


• Think about it for a minute. Why not Think about it for a minute. Why not build an online build an online presencepresence with your daily musings and then with your daily musings and then sell your first sell your first book through print-on-demand technology direct book through print-on-demand technology direct from your Web site? from your Web site?

• Why should established writers go to newspapers and Why should established writers go to newspapers and magazines to get an essay published, when magazines to get an essay published, when they can they can simply write it themselves, convert it into a .pdf file, simply write it themselves, convert it into a .pdf file, and charge a few bucks per downloadand charge a few bucks per download? Just as ? Just as magazine and newspaper editors are slinking off into the magazine and newspaper editors are slinking off into the sunset, so too might all the agents and editors and sunset, so too might all the agents and editors and publishers in the book market. publishers in the book market.

• This, at least, is the idea: a publishing revolution more This, at least, is the idea: a publishing revolution more profound than anything since the printing press. Blogger profound than anything since the printing press. Blogger could be to words what Napster was to music - except this could be to words what Napster was to music - except this time, it'll really worktime, it'll really work

Blogging for Business


Blogging for Business• Blogs are fully searchable through Google and all other Blogs are fully searchable through Google and all other

search engines, making them search engines, making them the least expensive the least expensive means of promotion and publicity means of promotion and publicity available to available to internet users of any generation.internet users of any generation.

• 5 years ago5 years ago, if you had typed “blog” into Google , if you had typed “blog” into Google search box, you would have found less than search box, you would have found less than 50 hits.50 hits.

• I just googled “blog” yesterday night. Result isI just googled “blog” yesterday night. Result isYaklaşık 3.670.000.000 sonuç bulundu3.670.000.000 sonuç bulundu

• Along with Along with PodcastsPodcasts (Personal On Demand broadcast) (Personal On Demand broadcast) and and RSS feedsRSS feeds, business marketers are planning to , business marketers are planning to add add more more blogsblogs to their mix of marketing tactics to their mix of marketing tactics

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• Blog software is easy to use. Simply write your Blog software is easy to use. Simply write your thoughts, link to resources, and publish to your blog, thoughts, link to resources, and publish to your blog, all at the push of a few buttons.all at the push of a few buttons.

What does Blogging Provide to Small Business?What does Blogging Provide to Small Business?

• Blogging is a low-cost alternative to having a web Blogging is a low-cost alternative to having a web presence. For small business owners without the presence. For small business owners without the time to learn web html or the money to hire a time to learn web html or the money to hire a designer/developer, blogging offers an inexpensive designer/developer, blogging offers an inexpensive method to get your company's name out on the method to get your company's name out on the Internet.Internet.• Updating the weblog is a much quicker process than Updating the weblog is a much quicker process than contacting a web designer with changes or doing contacting a web designer with changes or doing the coding and uploading yourself.the coding and uploading yourself.

• Business blogs provide your small business with a Business blogs provide your small business with a chance to share your expertise and knowledge with chance to share your expertise and knowledge with a larger audience. A powerful benefit for consultants a larger audience. A powerful benefit for consultants and knowledge workers.and knowledge workers.


• Blogs increase pagehits to your homepage or any page you Blogs increase pagehits to your homepage or any page you want to lead links. Increase awareness and web presence. want to lead links. Increase awareness and web presence. Basically, for free..Basically, for free..

Why to blog?Why to blog?

• Blogs are interactive. Don’t have to wait for email Blogs are interactive. Don’t have to wait for email responses.responses.

• User can include his/her own profile into the blog profile User can include his/her own profile into the blog profile section.section.

• Readers can search the archives of the past posts.Readers can search the archives of the past posts.• Allow Readers to post comments.Allow Readers to post comments.

• As blogs become a staple of online culture, more and As blogs become a staple of online culture, more and more companies are using them to humanize their more companies are using them to humanize their organizations and organizations and build personal relationships with build personal relationships with their customers.their customers.


Internal Blogging Uses and BenefitsInternal Blogging Uses and Benefits• Knowledge-sharing (63%)Knowledge-sharing (63%)• Internal communications (44%)Internal communications (44%)• ReReplacement of email (39%)placement of email (39%)• Project management (30%)Project management (30%)• Personal knowledge management (23%)Personal knowledge management (23%)• Event logging (23%)Event logging (23%)• Team management (20%)Team management (20%)

External Blogging Uses and BenefitsExternal Blogging Uses and Benefits• Improved brand recognition (78%) Improved brand recognition (78%) • A vehicle for customer feedback (66%). A vehicle for customer feedback (66%). • PR & marketing (61%)PR & marketing (61%)• Improve search engine position (58%).Improve search engine position (58%).• Regular customer and partner communications (35%)Regular customer and partner communications (35%)• Generate income (20%)Generate income (20%)

Blogging in the EnterpriseBlogging in the Enterprise


Blogging in the EnterpriseBlogging in the EnterpriseChallenges & Barriers for Corporate Challenges & Barriers for Corporate

BloggersBloggers• Poor understanding of the benefits blogging can Poor understanding of the benefits blogging can

deliver to the organization.deliver to the organization. (58%) (58%)• MMaaintainingintaining enthusiasm for the blog project (42%) enthusiasm for the blog project (42%)• Adoption within the organization (36%)Adoption within the organization (36%)• Fear of losing control of the company message (22%)Fear of losing control of the company message (22%)• Less management support (18%),Less management support (18%),• Establishing editorial policy (14%)Establishing editorial policy (14%)• DealingDealing with inappropriate comments or content (14%) with inappropriate comments or content (14%)


• Blogger : Anyone publishes a blog, whether it is for business or pleasure

Some Blogging Vocab

• Blogosphere : Or “blogsea” or “blogiverse”. - idioms for all blogs out there in the web.

• Trackback or Backlink : Notification and links between two blog entries.

• Ping : Electronic notification that one blog has linked a specific comment to another blog.

• RSS feeds : Rich Site Syndication (also known as Real Simple Syndication). Technology that allows readers to receive notification of updated blogs through their RSS reader on the homepage. (uses XML)


• Links in between blogs are the transit system of Links in between blogs are the transit system of Blogosphere.Blogosphere.Links can be Trackbacks or backlinks or pings.Links can be Trackbacks or backlinks or pings.

Blogs increase pagehits?Blogs increase pagehits?

• Webcrawlers Webcrawlers slither from blog to blog through those links slither from blog to blog through those links between blogs.between blogs.

• The more links between blogs are clicked, the higher rate of The more links between blogs are clicked, the higher rate of traffic to that website, pushing up the blog itself to higher traffic to that website, pushing up the blog itself to higher levels of placement in search engines.levels of placement in search engines.

• The higher levels of placement in search results, better The higher levels of placement in search results, better chances to getting cliked by user..chances to getting cliked by user..


• Create a business or company blogCreate a business or company blog

Business Blogs are forever..Business Blogs are forever..

• Do not delete itDo not delete it

• Determine the scope and theme of your blog.Determine the scope and theme of your blog.• tell about your hotel, travel agency, etc.tell about your hotel, travel agency, etc.

• Establish frequencyEstablish frequency• Readers must know when you published new material.Readers must know when you published new material.• Draw traffic to your blogDraw traffic to your blog

– use lots of links in your comments. use lots of links in your comments. – Use RSS News FeedsUse RSS News Feeds


• Create a platformCreate a platform

Blogs Do’s and Dont’s Blogs Do’s and Dont’s

• Be honest.Be honest.

• Write your answers urgently and clear & shortWrite your answers urgently and clear & short

• Use a nice template, Use a nice template,

• Don’t write about topics out of your league..Don’t write about topics out of your league..• Don’t expect immediate resultsDon’t expect immediate results• Don’t let your blog get old and coldDon’t let your blog get old and cold• Don’t post too many personal information (your home Don’t post too many personal information (your home

address, etc.)address, etc.)

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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

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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 market the perception that there is no other product in the market with those attributes. Thus, differentiation through 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

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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).

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

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Destination Blogger RoleDestination Blogger Role

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Destination Blogger RoleDestination Blogger Role

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people vowing for specific bloggerspeople vowing for specific bloggers

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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.

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Case study: Flanders Blogger Festival!..Case study: Flanders Blogger Festival!..The main challenge that Tourism Flanders faces The main challenge that Tourism Flanders faces is to constantly work on creating awareness, as is to constantly work on creating awareness, as Flanders is a relatively unknown destination Flanders is a relatively unknown destination brand.brand.

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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

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

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

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

Case study: Flanders Blogger Festival!..Case study: Flanders Blogger Festival!..• 9.666 new FB fans9.666 new FB fans• 13.394 stories posted by13.394 stories posted by• 11.904 different people11.904 different people• Potential reach of 4.8 millionPotential reach of 4.8 million

• 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