March11 2016

11.Mar.2016 1
• Emails can be looked upEmails can be looked up
and found available inand found available in
the main hosting serversthe main hosting servers
7 years after deletion.7 years after deletion.
source: secret!source: secret!
• Email remains the predominant form of communicationEmail remains the predominant form of communication
in the business space. This trend is expected toin the business space. This trend is expected to
continue, and business email will account for over 132continue, and business email will account for over 132
billion emails sent and received per day by the end ofbillion emails sent and received per day by the end of
2017.2017.
Critical Mail TechniquesCritical Mail Techniques
in a Global Market Placein a Global Market Place
• Aprrox. 100 billion emailsAprrox. 100 billion emails
sent worldwide during thesent worldwide during the
year 1995.year 1995.
• over 100 billion emails sentover 100 billion emails sent
and receivedand received per dayper day inin
20152015..

11.Mar.2016 Travel e22 3
MetacommunicationsMetacommunications
• Metacommunications are even more prevalent inMetacommunications are even more prevalent in
email than regular snail mail! WHY?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 emails!We just DON’T THINK when we write emails!
• In its basic form, aIn its basic form, a metacommunicationmetacommunication is an act ofis an act of
communication between two agents that alsocommunication between two agents that also
communicates something about the communication itself,communicates something about the communication itself,
or about the relationship between the two agents, or both.or about the relationship between the two agents, or both.
• MetacommunicationMetacommunication - something that means different- something that means different
(often contradictory) things at different levels.(often contradictory) things at different levels.
e.g.: Te.g.: The speech act "Trust Me" often conveys the exacthe 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 affected by2/3 of all customer dissatisfaction is directly affected by
failure to communicatefailure to communicate
• Primary source of quality failure is miscommunicationPrimary source of quality failure is miscommunication
and misunderstanding between the client and theand misunderstanding between the client and the
professionalprofessional
• In Singapore, EMAIL CONTRACTS are as good as theIn Singapore, EMAIL CONTRACTS are as good as the
written contracts by law.written contracts by law.
• Atlanta Journal Newspaper has lost $ 119 million justAtlanta Journal Newspaper has lost $ 119 million just
because of a wrongly written email..because of a wrongly written email..
• 81% say that emails with grammatical errors create81% say that emails with grammatical errors create
negative feelings when reading..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 readingReading from screen diminishes your reading
quality and attention by 43 % !quality and attention by 43 % !
FactsFacts
• They rejected that they received emails although theyThey rejected that they received emails although they
did:did:
• In English, 90% of words ending with “ly” areIn 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 machine...40%I have only 3 pages, may I use the copy machine...40%
• Be honest! It works!Be honest! It works!
• May I use the copy machine, I’m in a rush..............80%May I use the copy machine, I’m in a rush..............80%
• May I use the copy machine, I gotto make copies ..93%May I use the copy machine, I gotto make 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 emailMust point out what to expect in the content of the email
How to write better MailsHow to write better Mails
that 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 the sameIf everyone else offers the same
features, consider beginning your proposal withfeatures, consider beginning your proposal with;;
• Our competition will do a great job for you. We’ll do anOur competition will do a great job for you. We’ll do an
awesomeawesome oneone!..!..
3.3. CompelCompelll them with the absolute most important benefitthem with the absolute most important benefit
to them.to them.
• What is the absolute most compelling information they need?What is the absolute most compelling information they need?
• Instead of data dumping everything, start with the oneInstead of data dumping everything, start with the one mostmost
fabulous benefit you offerfabulous 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 anDo not send a routine email written in CAPS, but an
occasional word in a sales proposal that is made bold, oroccasional word in a sales proposal that is made bold, or
capitalized, or emphasized withcapitalized, or emphasized with color or italics, gets attention..color or italics, gets attention..
4. Be unpredictable4. 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 reader inTestimonials are powerful because they speak to the reader in
a manner that we can’t.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 with aYou can honor the person waiting for your response with a
quick response, as long as the response is purposeful andquick response, as long as the response is purposeful 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 universitiesResearchers at Harvard, McGill and other prestigious universities
around the world have determined thataround the world have determined that response rate is almostresponse rate is almost
doubled when the reason for the request is provideddoubled when the reason for the request is provided ,, alongalong
with the request.with the request. Even if you think the recipient of your emailEven if you think the recipient of your email
knows why you're asking, you'll get a better response if you tellknows why you're asking, you'll get a better response if you tell
him/her againhim/her again
8.8. Don't email jokes. Ever..Don't email jokes. Ever..
• Eliminate anything that is Crude & Rude. How do you know ifEliminate anything that is Crude & Rude. How do you know if
it's C or R?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 and it isn'tEmail isn't as formal as a traditional mail document and it isn't
as informal as conversation. Email is a businessas informal as conversation. Email is a business
communication and should be written with that in mindcommunication and should be written with that in mind

10.10. Spell check and then read itSpell check and then read it before sending.before sending. SpellSpell
check is NOT ENOUGH!check is NOT ENOUGH!
• Eliminate anything that is Crude & Rude. How do you know ifEliminate anything that is Crude & Rude. How do you know if
it's C or R?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 any13. Do not put your logo everywhere, try not put any

14. Be careful with pictures14. Be careful with pictures
15. Sweat the details15. Sweat the details
• Spell checkSpell check
• Reread Reread Reread!Reread Reread Reread!
Aoccdrnig to rscheearch at CmabrigdeAoccdrnig to rscheearch at Cmabrigde
Uinervtisy, it deosn’t mttaer in waht ordr theUinervtisy, it deosn’t mttaer in waht ordr the
ltteers in a word are, the olny iprmaatnt tihngltteers in a word are, the olny iprmaatnt tihng
is taht the frist and the last ltteer be in the rghitis taht the frist and the last ltteer be in the rghit
pclae.pclae.

16. Avoid “ooops” emails16. Avoid “ooops” emails
• Don’t forget the attachments. Make the attachment first!Don’t forget the attachments. Make the attachment first!
17. Consider separate emails for separate subjects17. Consider separate emails for separate subjects
• Never give good news and bad news in the same emailNever give good news and bad news in the same email
18. Don’t use CAPS, it is considered OFFENSIVE18. Don’t use CAPS, it is considered OFFENSIVE
19. Avoid “Reply All”s19. Avoid “Reply All”s
20. 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 email21. NEVER EVER use Smiley faces in your work email

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 Mail
HHere is short list of situations whenere is short list of situations when
using email isusing email is ineffective or worseineffective or worse
• When you're trying to reach consensus (takes significantlyWhen you're trying to reach consensus (takes significantly
longer to do this with email)longer to do this with email)
• When the message is very long (call first and then use emailWhen the message is very long (call first and then use email
to confirm the main points)to confirm the main points)
• When the news is really bad ("routine" bad is fine; really bad isWhen the news is really bad ("routine" bad is fine; really bad is
not)not)
• When the reader has a different agenda than you do (and partWhen the reader has a different agenda than you do (and part
of that is making you look bad)of that is making you look bad)

• When the information is sensitive (disclaimers do not protectWhen the information is sensitive (disclaimers do not protect
you!)you!)
• When the information is confidential (so easy to file andWhen the information is confidential (so easy to file and
forward)forward)
• When you're communicating with someone who prefers theWhen you're communicating with someone who prefers the
phone to email (duh!)phone to email (duh!)
• When the person is in the next cubicle and you easily couldWhen the person is in the next cubicle and you easily could
stick your head to the left of your computer and just ask!stick your head to the left of your computer and just ask!
(The CEO of a large Convention and Visitors Bureau actually had the(The CEO of a large Convention and Visitors Bureau actually had the
server shut downserver shut down when he realized that people were emailing eachwhen he realized that people were emailing each
other when they could have glanced over at that person and givenother when they could have glanced over at that person and given
them the information!)them the information!)

• Am I trying to resolve a conflict? Pick up the phone orAm I trying to resolve a conflict? Pick up the phone or
schedule a meeting.schedule a meeting.
• What conversation am I avoiding? Is there more that I need toWhat conversation am I avoiding? Is there more that I need to
talk about with this person and am choosing to ignore it/not gotalk about with this person and am choosing to ignore it/not go
there and take the easy way out by emailing?there and take the easy way out by emailing?

• A blog is a cross between two words:A blog is a cross between two words:
web + log = web blog ===> Blogweb + log = web blog ===> Blog
• AA blogblog is a single webpage designed to auto-archive the olderis a single webpage designed to auto-archive the older
entries so that only the newest entries appear upon openning.entries so that only the newest entries appear upon openning.
• A "blog" is similar to an online journal. It is largely text-based, so it'sA "blog" is similar to an online journal. It is largely text-based, so it's
easy to update and maintain—even if you have no experienceeasy to update and maintain—even if you have no experience
running a Web site.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, from storiesAny type of information can be presented on a blog, from stories
about a family vacation to in-depth commentary on world politics.about a family vacation to in-depth commentary on world politics.
In addition, mostIn addition, most blogsblogs allow visitors to post responses to blogallow visitors to post responses to blog
articles or entries and leave feedback for the person running thearticles or entries and leave feedback for the person running the
site, known as a "site, known as a "bloggerblogger".".
• Overall, a blog is a fast, easy and fun way to establishOverall, a blog is a fast, easy and fun way to establish
anan online presenceonline presence..

Blogging for Business
• Poised between media, blogs can be as nuanced and well-Poised between media, blogs can be as nuanced and well-
sourced as traditional journalism, but they have thesourced as traditional journalism, but they have the iimmediacy ofmmediacy of
talk radio.talk radio.
• Blogs do two things that Web magazines simplyBlogs do two things that Web magazines simply
cannotcannot::
1.1. First off, blogs areFirst off, blogs are personalpersonal. Almost all of them are. Almost all of them are
inspired totally byinspired totally by the temper of their writerthe temper of their writer..
ThisThis personal touchpersonal touch is much more in tune with ouris much more in tune with our
current sensibility than were the opinionated magazinescurrent sensibility than were the opinionated magazines
and newspapersand newspapers.. PeoplePeople know that behind the curtain areknow that behind the curtain are
fallible writers and editors who are no more inherently trustworthyfallible writers and editors who are no more inherently trustworthy
than a lone blogger who has earned a reader's respect.than a lone blogger who has earned a reader's respect.
2.2. The second thing blogs do is to invokeThe second thing blogs do is to invoke andand seize theseize the
means ofmeans of production ofproduction of regular Newspapersregular Newspapers ..
• "A blog is a web page made up of usually short, frequently"A blog is a web page made up of usually short, frequently
updated posts that are arranged chronologically-like a what'supdated posts that are arranged chronologically-like a what's
new page or a journal."new page or a journal."

Blogging for BusinessBlogging for Business
• Personal Blogs:Personal Blogs: a mixture of a personal diary, opiniona mixture of a personal diary, opinion
posts and research links.posts and research links.
• Business Blogs:Business Blogs: a corporate tool for communicatinga corporate tool for communicating
with customers or employees to share knowledge andwith customers or employees to share knowledge and
expertise.expertise.
• Business blogs are sweeping the business community.Business blogs are sweeping the business community.
Blogs are an excellent method to share a company'sBlogs are an excellent method to share a company's
expertise, build additional web traffic, and connect withexpertise, build additional web traffic, and connect with
potential customers..potential customers..

• Think about it for a minute. Why notThink about it for a minute. Why not build an online presencebuild an online presence
with your daily musings and thenwith your daily musings and then sell your first book throughsell your first book through
print-on-demand technology direct from your Web site?print-on-demand technology direct from your Web site?
• Why should established writers go to newspapers and magazines toWhy should established writers go to newspapers and magazines to
get an essay published, whenget an essay published, when they can simply write itthey can simply write it
themselves, convert it into a .pdf file, and charge a fewthemselves, convert it into a .pdf file, and charge a few
bucks per downloadbucks per download ? Just as magazine and newspaper editors? Just as magazine and newspaper editors
are slinking off into the sunset, so too might all the agents andare slinking off into the sunset, so too might all the agents and
editors and publishers in the book market.editors and publishers in the book market.
• This, at least, is the idea: a publishing revolution more profound thanThis, at least, is the idea: a publishing revolution more profound than
anything since the printing press. Blogger could be to words whatanything since the printing press. Blogger could be to words what
Napster was to music - except this time, it'll really workNapster was to music - except this time, it'll really work

• Blogs are fully searchable through Google and all other searchBlogs are fully searchable through Google and all other search
engines, making themengines, making them the least expensive means ofthe least expensive means of
promotion and publicitypromotion and publicity available to internet users of anyavailable to internet users of any
generation.generation.
• 5 years ago5 years ago, if you had typed “blog” into Google search box,, if you had typed “blog” into Google search box,
you would have found less thanyou 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 withAlong with PodcastsPodcasts (Personal On Demand broadcast) and(Personal On Demand broadcast) and
RSS feedsRSS feeds, business marketers are planning to add, business marketers are planning to add moremore
blogsblogs to their mix of marketing tacticsto their mix of marketing tactics

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• Blog software is easy to use. Simply write your thoughts,Blog software is easy to use. Simply write your thoughts,
link to resources, and publish to your blog, all at the push oflink to resources, and publish to your blog, all at the push of
a few buttons.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 presence.Blogging is a low-cost alternative to having a web presence.
For small business owners without the time to learn webFor small business owners without the time to learn web
html or the money to hire a designer/developer, blogginghtml or the money to hire a designer/developer, blogging
offers an inexpensive method to get your company's nameoffers an inexpensive method to get your company's name
out on the Internet.out on the Internet.
• Updating the weblog is a much quicker process thanUpdating the weblog is a much quicker process than
contacting a web designer with changes or doing the codingcontacting a web designer with changes or doing the coding
and uploading yourself.and uploading yourself.
• Business blogs provide your small business with a chanceBusiness blogs provide your small business with a chance
to share your expertise and knowledge with a largerto share your expertise and knowledge with a larger
audience. A powerful benefit for consultants and knowledgeaudience. A powerful benefit for consultants and knowledge
workers.workers.

• Blogs increase pagehits to your homepage or any page you want toBlogs increase pagehits to your homepage or any page you want to
lead links. Increase awareness and web presence. Basically, forlead links. Increase awareness and web presence. Basically, for
free..free..
Why to blog?Why to blog?
• Blogs are interactive. Don’t have to wait for email responses.Blogs are interactive. Don’t have to wait for email responses.
• User can include his/her own profile into the blog profile section.User can include his/her own profile into the blog profile 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 moreAs blogs become a staple of online culture, more and more
companies are using them to humanize their organizationscompanies are using them to humanize their organizations
andand build personal relationships with their customers.build personal relationships with 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 Enterprise
Challenges & Barriers for Corporate BloggersChallenges & Barriers for Corporate Bloggers
• Poor understanding of the benefits blogging can deliver to thePoor understanding of the benefits blogging can deliver to the
organization.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 Blogosphere.Links in between blogs are the transit system of Blogosphere.
Links can be Trackbacks or backlinks or pings.Links can be Trackbacks or backlinks or pings.
Blogs increase pagehits?Blogs increase pagehits?
• WebcrawlersWebcrawlers slither from blog to blog through those links betweenslither from blog to blog through those links between
blogs.blogs.
• The more links between blogs are clicked, the higher rate of traffic toThe more links between blogs are clicked, the higher rate of traffic to
that website, pushing up the blog itself to higher levels of placementthat website, pushing up the blog itself to higher levels of placement
in search engines.in search engines.
• The higher levels of placement in search results, better chances toThe higher levels of placement in search results, better chances to
getting cliked by user..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’sBlogs 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 address, etc.)Don’t post too many personal information (your home address, etc.)

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Social Media & DestinationSocial Media & Destination
BrandingBranding• Social mediaSocial media can be definedcan be defined
as websites which are built onas websites which are built on
Web 2.0 technologies in order toWeb 2.0 technologies in order to
provide space for in-depth socialprovide space for in-depth social
interaction, communityinteraction, community
formation, and the tackling offormation, and the tackling of
collaborative projects (Bruns andcollaborative projects (Bruns and
Bahnisch, 2009).Bahnisch, 2009).
• It is definitely an activity that isIt is definitely an activity that is
based on the notion of influence.based on the notion of influence.
Social media can be used toSocial media can be used to
gather valuable informationgather valuable information
about how a product, service orabout how a product, service or
brand is perceived in thebrand is perceived in the
marketplacemarketplace
• Destination BrandingDestination Branding
• Aaker (1991, p. 7) defines brandAaker (1991, p. 7) defines brand
as “..distinguishing name and/oras “..distinguishing name and/or
symbol (such as a logo,symbol (such as a logo,
trademark, or package design)trademark, or package design)
intended to identify the goods orintended to identify the goods or
services of either one seller or aservices of either one seller or a
group of sellers, and togroup of sellers, and to
differentiate those goodsdifferentiate those goods
from those of competitorsfrom those of competitors ”.”.
Morgan et al. (2002, p. 335)Morgan et al. (2002, p. 335)
identify branding as „theidentify branding as „the mostmost
powerful marketing weaponpowerful marketing weapon
available to contemporaryavailable to contemporary
destination marketersdestination marketers

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Destination BrandingDestination Branding
• Generally, the objective of branding strategy is to create theGenerally, the objective of branding strategy is to create the
perception that there is no other product in the market withperception that there is no other product in the market with
those attributes. Thus, differentiation through branding lies atthose attributes. Thus, differentiation through branding lies at
the very heart of thethe very heart of the marketing conceptmarketing concept
• (1) support the creation of a name, symbol, logo, word mark(1) support the creation of a name, symbol, logo, word mark
or other graphic that readily identifies and differentiates aor other graphic that readily identifies and differentiates a
destination;destination;
• (2) consistently convey the expectation of a memorable travel(2) consistently convey the expectation of a memorable travel
experience that is uniquely associated with the destination;experience that is uniquely 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; and thatconnection between the visitor and the destination; 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 destinationCollectively, these activities serve to create a destination
image that positively influences consumer destination choiceimage that positively influences consumer destination choice

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Brand ImageBrand Image
• The brand and image of a destination is very important becauseThe brand and image of a destination is very important because
destinations with a positive and clear image enjoydestinations 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 linkedA consumer’s choice for a destination is significantly linked
with destination’s image or brand.with destination’s image or brand.
• Nowadays the building of destination brand and image isNowadays the building of destination brand and image is
revolutionized because of the communication power of socialrevolutionized because of the communication power of social
media.media.
• In social media the more we know about othersIn social media the more we know about others, the more we, the more we
may trust or distrust themmay trust or distrust them (Valenzuela et al., 2003).(Valenzuela et al., 2003).

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Destination Blogger RoleDestination Blogger Role
• Richmond Tourism CaseRichmond Tourism Case

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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’. WithinProject called ‘Flanders is a festival’. Within
digital marketing, this is a really interestingdigital marketing, this is a really interesting
case where Flanders brought a lot ofcase where Flanders brought a lot of
bloggers within travel, music and lifestyle tobloggers within travel, music and lifestyle to
Flanders to experience our festival sceneFlanders to experience our festival scene
The general aim was toThe general aim was to
increase awareness aboutincrease awareness about
Flanders as a tourismFlanders as a tourism
destination. With moredestination. With more
than 260 festivals inthan 260 festivals in
Flanders alone, theFlanders alone, the
destination has a verydestination has a very
good music festival scene.good music festival scene.

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

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Endorsed branding is what TourismEndorsed branding is what Tourism
Flanders wants to achieve.Flanders wants to achieve.
The digital strategy really focuses onThe 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 peopleIt focuses on making sure that people
who have an influence withinwho have an influence within
passionate communitiespassionate communities
like different parts of Tourismlike different parts of Tourism
Flanders brandFlanders brand

The BlogtripThe Blogtrip
Key influencers within theKey influencers within the
community were chosencommunity were chosen
based on their online reachbased on their online reach
and their audience.and their audience.
Another important criteriaAnother important criteria
is the used networks suchis 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

11/03/16 42
The project was classified by the WTM as the.The project was classified by the WTM as the.

11/03/16 43

11/03/16 44
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 mediaKey influencers in music, travel, lifestyle, social media
•Personal program for every blogger: a unique festivalPersonal program for every blogger: a unique festival
experience + touristic tipsexperience + touristic tips
Selection ‘key influencers’ based on:Selection ‘key influencers’ based on:
•Online reach and audienceOnline reach and audience
•Used networks (Twitter, Instagram, Blog, Facebook, mix,Used networks (Twitter, Instagram, Blog, Facebook, mix,
…)…)
•Personality & passionPersonality & passion
•Location and languageLocation and language

11/03/16 46

Some numbersSome numbers
•Number of written blogposts: 257Number 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:> 300.000Number of Facebook fans of all bloggers:> 300.000
•Number of Twitter fans of all bloggers: > 550.000Number of Twitter fans of all bloggers: > 550.000
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

• 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: 550.000Number of Twitter fans of all Bloggers: 550.000

March11 2016

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