1. 05.10.20151 Social Media & Destination Branding Social media can be defined as websites which are built on Web 2.0 technologies in order to provide space for in-depth social interaction, community formation, and the tackling of collaborative projects (Bruns and Bahnisch, 2009).Social media can be defined as websites which are built on Web 2.0 technologies in order to provide space for in-depth social interaction, community formation, and the tackling of collaborative projects (Bruns and Bahnisch, 2009). It is definitely an activity that is based on the notion of influence. Social media can be used to gather valuable information about how a product, service or brand is perceived in the marketplaceIt is definitely an activity that is based on the notion of influence. Social media can be used to gather valuable information about how a product, service or brand is perceived in the marketplace Destination Branding Aaker (1991, p. 7) defines brand as “..distinguishing name and/or symbol (such as a logo, trademark, or package design) intended to identify the goods or services of either one seller or a group of sellers, and to differentiate those goods from those of competitors”. Morgan et al. (2002, p. 335) identify branding as „the most powerful marketing weapon available to contemporary destination marketersAaker (1991, p. 7) defines brand as “..distinguishing name and/or symbol (such as a logo, trademark, or package design) intended to identify the goods or services of either one seller or a group of sellers, and to differentiate those goods from those of competitors”. Morgan et al. (2002, p. 335) identify branding as „the most powerful marketing weapon available to contemporary destination marketers

2. 05.10.20152 Destination Branding Generally, the objective of branding strategy is to create the perception that there is no other product in the market with those attributes. Thus, differentiation through branding lies at the very heart of the marketing conceptGenerally, the objective of branding strategy is to create the perception that there is no other product in the market with those attributes. Thus, differentiation through branding lies at the very heart of the marketing concept (1) support the creation of a name, symbol, logo, word mark or other graphic that readily identifies and differentiates a destination;(1) support the creation of a name, symbol, logo, word mark or other graphic that readily identifies and differentiates a destination; (2) consistently convey the expectation of a memorable travel experience that is uniquely associated with the destination;(2) consistently convey the expectation of a memorable travel experience that is uniquely associated with the destination; (3) serve to consolidate and reinforce the emotional connection between the visitor and the destination; and that(3) serve to consolidate and reinforce the emotional connection between the visitor and the destination; and that (4) reduce consumer search costs and perceived risk. Collectively, these activities serve to create a destination image that positively influences consumer destination choice(4) reduce consumer search costs and perceived risk. Collectively, these activities serve to create a destination image that positively influences consumer destination choice

3. 05.10.20153 Brand Image The brand and image of a destination is very important because destinations with a positive and clear image enjoy stronger market positioning than those without (Cai, 2002).The brand and image of a destination is very important because destinations with a positive and clear image enjoy stronger market positioning than those without (Cai, 2002). A consumer’s choice for a destination is significantly linked with destination’s image or brand.A consumer’s choice for a destination is significantly linked with destination’s image or brand. Nowadays the building of destination brand and image is revolutionized because of the communication power of social media.Nowadays the building of destination brand and image is revolutionized because of the communication power of social media. In social media the more we know about others, the more we may trust or distrust them (Valenzuela et al., 2003).In social media the more we know about others, the more we may trust or distrust them (Valenzuela et al., 2003).

4. 05.10.20154 23 Mediterranean countries were selected for a Facebook study (2009)

5. 05.10.20155 Destination Blogger Role Richmond Tourism CaseRichmond Tourism Case

6. 05.10.20156 Destination Blogger Role

7. 05.10.20157 Destination Blogger Role

8. 05.10.20158 people vowing for specific bloggers

9. 05.10.20159 Case study: Flanders Blogger Festival!..

10. 05.10.201510 Case study: Flanders Blogger Festival!..

11. 05.10.201511 Case study: Flanders Blogger Festival!..

12. 05.10.201512 Case study: Flanders Blogger Festival!..

13. 05.10.201513 Case study: Flanders Blogger Festival!..

14. 05.10.201514 Case study: Flanders Blogger Festival!.. Biggest blogtrip in the world 100 Bloggers from 13 countries 100 Bloggers from 13 countries Key influencers in music, travel, lifestyle, social media Key influencers in music, travel, lifestyle, social media Personal program for every blogger: a unique festival experience + touristic tips Personal program for every blogger: a unique festival experience + touristic tips Selection ‘key influencers’ based on: Online reach and audience Online reach and audience Used networks (Twitter, Instagram, Blog, Facebook, mix, …) Used networks (Twitter, Instagram, Blog, Facebook, mix, …) Personality & passion Personality & passion Location and language Location and language

15. Case study: Flanders Blogger Festival!..

16. 05.10.201516 Case study: Flanders Blogger Festival!..

17. Some numbers 279 people entered the competition 279 people entered the competition 9.666 new FB fans 9.666 new FB fans 13.394 stories posted by 13.394 stories posted by 11.904 different people 11.904 different people Potential reach of 4.8 million Potential reach of 4.8 million

18. Case study: Flanders Blogger Festival!.. Some numbers Number of written blogposts: 257 Number of unique visitors: > 7.500.000 Number of written blogposts: 257 Number of unique visitors: > 7.500.000 Total reach of blogposts: > 11.500.000 Total reach of blogposts: > 11.500.000 Number of Facebook fans of all bloggers:> 300.000 Number of Facebook fans of all bloggers:> 300.000 Number of Twitter fans of all bloggers: > 550.000 Number of Twitter fans of all bloggers: > 550.000 257 blogposts 173 travel blogposts: reach of > 7.500.000 173 travel blogposts: reach of > 7.500.000 75 music blogposts: reach of > 3.500.000 75 music blogposts: reach of > 3.500.000 9 lifestyle blogposts: reach of > 450.000 9 lifestyle blogposts: reach of > 450.000