05.10.20151 social media & destination branding social media can be defined as websites which...

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

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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 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

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

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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!..

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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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Some numbersSome numbers•279 people entered the competition279 people entered the competition•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


Some numbersSome numbers•Number of written blogposts: 257 Number of Number of written blogposts: 257 Number of unique visitors: > 7.500.000unique 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

05.10.20151 social media & destination branding social media can be defined as websites which...

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