Flanders is a festival & ROI Frank Cuypers

Flanders?

Flanders: Art cities

Bruges, Brussels, Ghent, Antwerp, Leuven, Mechelen

Flanders: Belgian Beer

Flanders: Fashion

Flanders: Belgian Chocolate

#fiaf12

‘ It’s the strategy, stupid !’

‘ Not the content but the community is king’

Why storytellers?

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‘Cutting edge craftmanship’

Highest density in the world !

Why festivals?

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Goal #fiaf12:

Increase awareness of Flanders as a festival destination

Bring online influencers to Flanders to experience the festival scene & stimulate

conversation about Flanders

Target markets

UK

Denmark en Sweden

France

Spain Italy

The Netherlands

Austria

Germany

China

USA

Japan

India

Russia

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• Biggest ‘blogtrip’ in the world

• Flanders festival express

Biggest ‘blogtrip’ in the world

94 “Bloggers” from 13 countries Key influencers in music, travel, lifestyle, social media Personal program for every blogger: a unique festival experience +

touristic tips

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Total #fiaf12 : 7363 mentions 19

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Every day > 140.000 tweeps received a tweet with #fiaf12 in their

twitter feed. That is a potential reach of 13.000.000

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CONVERSATION VALUE

Realisation Of Influence

Media value

FROM AVE* TO SAVE

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Media value : SAVE

In e-commerce we have two standards to measure in financial unit:

Impressions (‘clicks’): click per mille

Actions (‘click throughs’): click per cost

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Media value : SAVE

In all social media we have four groups of activities*

1. Post views

2. Page views

3. Personal Actions

4. Public Actions

* Brian Solis ‘Engage’

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Media value: SAVE

Every activity has been scaled in an e-commerce equivalent*

1. Post views 1/5th cost to open e-zine

2. Page views 1 cost open e-zine

3. Personal Actions google paid search click

4. Public Actions google paid search click

* Brian Harte, Tourism Ireland

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Media value : SAVE

Every activity has been scaled in e-commerce equivalent*

1. Post views 0,007€

2. Page views 0,033€

3. Personal Actions 0,20€

4. Public Actions 0,20€

* Visit Ireland – adopted by Visit Flanders. It is an average flat rate ratio not a bid rate ratio.

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Conversation value

FROM SAVE TO CV: CONVERSATION VALUE

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Conversation value

- SURFACE -

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Conversation value

- PIXELS -

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Conversation value

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Conversation value

Conversation Value = measuring the word of mouth capacity of your online action

SAVE = defining the advertorial equivalent of the impact (‘reactivity’ ‘engagement’ ‘affinity’) of an action but not that of a conversation

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Conversation value

The advantage of working with online conversations (‘blogs’) is that you can generate and measure directly the absolute impact of your tekst.

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Conversation value

AVE for print = the equivalent of ad space of which the value depends on place, seize and average number of readers (in Flanders: CIM)

CV for blogs = the equivalent of ad space of wich the value depends on your online AVE, the direct impact and real number of readers

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Conversation value

CV= (AV + IV) x NR

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Conversation value

CV= (AV + IV) x NR

Conversation value = (advertorial value + impact value) x number of readers

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Conversation value

Advertorial Value

We have a universal standard: pagerank.

93,2%* of all online ads are based on pagerank

Pagerank says something about your number of visitors, your connectability (the links you generate), your key words etc…

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Conversation value

Advertorial Value*

Pagerank 1 = NO AV Pagerank 2 = NO AV Pagerank 3 = €5 tot €10 7,5€ Pagerank 4 = €10 tot €15 12,5€ Pagerank 5 = €15 tot €40 27,5€ Pagerank 6 = €40 tot €70 55€ Pagerank 7 = €70 tot €200 135€ Pagerank 8 = €200 tot €500 350€

* based on prices of 25 sites, confirmed by google

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Conversation value

Impact Value

Impact value = number of actions, expressed in SAVE

E.g. Your blog gets 15 comments, has been shared 25 times

and gets 10 likes, than your score is…

IV= 0,20 € x 50 = 10€

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Conversation value

Number of readers

The real number of viewers of your blogpost (Google analytics)*

* If you can’t get this data a solution is the number of twitter-followers divided by the reading penetatrion figure of twitter (1% if you have more than 1000 followers) – could be an underestimation

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Conversation value

How do you do it?

1. Use googles official pagerankchecker and you have the pagerank of the site (‘1 minute’)

2. Ask your blogger to send his analytics after six weeks of publication and measure the number of views (‘5 minutes’)

3. Count the number of interactions (or by tracking or manually – 10 minutes or…)

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Conversation value

Example

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Conversation value

Example Brooklyn Vegan : 3 blogposts; 65 Foto’s, 190 likes on photo’s, 15 tweets from blog, 60 tweets about fiaf, 43 comments, 6 conversations outside fiaf (engagor), 3 comments on FB, G+,LI etc…

AV = 55€ (Page Rank 6)

IV = 65.4€ (327 actions)

NR = 9546,6

CV = 621.040 €

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TOP THREE

Elco Roos (NL) 14.711.945 €

Marcello Arrambide (USA) 5.024.347 €

Tim Griffin (USA) 3.433.912 €

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LONG TAIL PRINCIPLE

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LONG TAIL PRINCIPLE

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NL Eelco Roos statigr.am/user/croyable 14.711.945

USA Marcello Arrambide www.wanderingtrader.com 5.024.347

US Tim Griffin www.brooklynvegan.com 3.433.912

ZW Nathan Schacherer+Sofia von Porat aswetravel.com 1.150.731

US Christopher Noah Pelletier matadornetwork.com 980.943

IT Graham Spicer + Carlo Orlandi www.gramilano.com 932.289

NL Johan Voets www.dutchcowboys.nl 875.612

SPA Francisco Soler Sanchez www.myguiadeviajes.com 412.858

UK Karen Bryan www.europealacarte.co.uk/blog 276.705

IT Damir Ivic http://soundwall.it 188.997

UK Steve Keenan www.wtmlondon.com 130.480

UK Iain Mallory www.malloryontravel.com 113.459

IT Simonetta Falvo http://www.wild-about-travel.com 104.784

DUI Adam Groffman http://travelsofadam.com 98.462

USA Jeremy Larson consequenceofsound.net 90.416

CAN Mikala Taylor www.backstagerider.com 80.890

US Margo Millure www.travelbelles.com 76.967

UK Erin McNeany+Simon Fairbairn www.neverendingvoyage.com 65.085

UK Paul Dow www.travmonkey.com 50.858

SP David Escribano Muñoz www.viajablog.com 47.228

DUI Tony Eitnier www.contemporarynomad.com 46.229

GER Kästner Tobias & Kästner Matthias www.festivalhopper.de 35.740

NL Emiel van den Boomen http://www.actoftraveling.com/ 30.122

FR Agnes Bayou http://www.letransistor.com 27.838

FR Gaétan Boussand www.brain-magazine.com 27.052

UK Victoria Brewood www.pommietravels.com 21.999

SP José Ramon Alvaro Gonzalez http://viajesrockyfotos.com 20.648

FR Fabrice Dubesset http://www.instinct-voyageur.fr/ 20.464

SP Luis Cicerone http://www.xixerone.com 19.352

NL Marjolijn Kamphuis www.dutchcowgirls.nl 18.926

IT Paolo Bianco http://musicalmetal.blogosfere.it 17.562

SP Ana Maria Muñoz Moreno www.misviajesporahi.es 17.498

DUI Lorna Stokes www.travelettes.net 16.029

AU Jakob Bouchal www.discodemons.net 15.955

SP Aleix Ibars http://indiespot.es 14.648

NL Marco Derksen 11.237

SP Gonzalo Esteban Nieto http://neonized.net 9.306

FR Adeline Gressin http://www.voyagesetc.fr 8.631

UK Matt Preston+Deborah Preston www.travelwithamate.com 7.961

CAN

Alison Cornford-Matheson en partner Andrew Matheson

http://cheeseweb.eu 7.740

NED Anneke De Bundel http://annekedebundel.com 7.135

ES Ana Fananas + Alex Dantart www.tripwolf.com/es/guide/show/27425/Belgica/Flandes; www.86400.es 6.074

SP Rafael Mozun www.musicopolis.es 5.602

FR Jean-François Fasquel www.vol714.com 5.599

FR Sandrine Cheyrou www.reverdailleurs.com 4.917

IT Francesca Fran Fiorini http://radionation.it 4.564

MULTIPLICATOR EFFECT*

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Flanders is a festival

The aftermath – some remarks

CV = 30.000.000 €

Cost = 158.000 €

Cost ressources = 2,5 FTE

ROI: 1 euro investment for 100 euro free publicity

Return on invest

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Thank you !

@FCuypers