Author of this research still makes similar researches & case studies. Tomorrowland music festival experienced a rapid growth of online popularity at the end of 2011 - beginning 2012. Reasons & consequences are discussed. Presentation is based on the Master thesis of Business Administration outcomes "Communication Strategies via Social Media. The case study of Tomorrowland". You're welcome to request the whole thesis py posting the comment below.

2. What is

3. Well…

6. Tomorrowland:
“Best European Festival”according to the International Dance Music Awards , 2011
“Best Music Event of the World” according to the IDMA, 2012

7. Tomorrowland:
3 days of Electronic
music in Belgium every July
Approximately 60,000 concert-goers

8. Is it popular?

10. Oh, Yes.

13. Even Now.

15. And Now.

17. And it is getting
more and more popular
with every minute.

19. How?!

20. Social Media.

21. Tomorrowland has accounts in
Facebook
Twitter
YouTube

22. And knows how to use it.

23. Wanna learn?

24. Sure.

25. “Tomorrowland 2011 aftermovie”
is a 13 minute compilation
of the festival’s best moments
uploaded on YouTube on
August 29, 2011.

27. Very nice video. People loved it.

28. It contained
summer, music
and happiness.
And David Guetta.

30. That’s how it was.
YouTube
movie posted
29.08.2011
100,000
video views
in 2 days Fb post with
2 promo twits 2948 likes
with 74
249 comments
retweets
58 shares

31. They’ve just uploaded the video
and left one post on Fb.
Okay, and couple twits.

32. 100,000 views in two days.
Impressive?

33. Not Yet.

34. It continued.
YouTube
movie
100.000 views
on 31.08.2011
1,000,000
video views
in 2 weeks 2 Fb posts with
2 promo twits 4584 likes
with 7 retweets 351 comments
279 shares

35. One million views in 2 weeks.
Promo?
3 Facebook posts &
4 tweets in common.

36. Guess who did it.
People.

37. 3 more waves and…
YouTube YouTube
movie movie
2,000.000 views
YouTube
1,000.000 views on 26.09.2011
on 13.09.2011
movie
5,000,000
2,000,000
video views
5,000.000 views video views
in 7 weeks
in 3 weeks on 13.10.2011 promo twits with
2 Fb posts with
5515 likes
Fb post with
1011 likes 31 retweets 374 comments
4 promo twits 1635 shares
with 30 retweets 126 comments
21 shares
25,000,000
video views
in 6 months 2 Fb posts with
promo twits with 15237 likes
15 retweets 1049comments
4271 shares

38. 25,000,000 video views
in 6 months.
What happened and why?

39. Promoting video
in Facebook and Twitter
had increased
the number of its views.

41. 37 million views so far!

42. Those viewers who had
positive attitude
about the video
came to official accounts as
new followers

43. It happened circuit-wisely
on every promotion wave

44. Snowball Process:
friends
of new friends
of those who promoted
Tomorrowland video
became
new viewers
and followers

45. And what’s the sense?

46. Brand Awareness increasing
those who had seen this video
realized that current music festival exists

47. Brand Engagement increasing:
more and more people interacting with the festival

48. Word of Mouth increasing
more and more people talking about the festival

49. Or, to simplify.

50. 5-times increase of the
Facebook followers number
from 200,000
To more than 1,000,000
In 6 months

51. Extremely rapid ticket sales
2012: sold-out in 2 (!) seconds
(million FB fans +30 million YT views)

52. Compare:
2010: couple weeks
(couple of 1000 FB and YouTube fans)
2011: 5 days
(around 20.000 FB and YT fans)

53. And two seconds.
That’s not a joke.

54. That’s a power
of
Social Media.

55. So…

56. Follow your auditory needs

57. Create a
truly golden product
behind your brand

58. Use other brands
to help you* *Musicians create Tomorrowland brand.
Look around to see who can create yours.

59. Use Facebook, Twitter, YouTube
in a synergy, not as separate tools

60. Start the buzz

61. Enjoy.

62. Created by
Yulia Kazakulova
y.kazakulova@gmail.com
Based on master thesis in Business Administration
“Communication Strategies via Social Media. The case study of Tomorrowland” outcomes,
2012.
Photos by Official ID&T Belgium, Joris Bulckens, Studio Brussel