SOCIAL STRATEGY

Eindhoven is a city bursting with energy. We also like to show this to the rest of the world through social media.

Through the @Eindhovencity channels, we tell the Eindhoven story with positive energy, vibes, power, and often with a humoristic twist. We share straightforward and appropriate information and articles for our target groups. We do this by using unique content formats that are informative, inspiring, and appealing. In this way, we continue to build the 'Eindhoven' brand every day. We pay attention to the following objectives.

ENGAGEMENT
The measure of success used in social media marketing is the so-called 'engagement rate'. We use this measure to determine how engaged the public is with our campaign or post and are always trying to increase it by creating beautiful, inspiring posts, and using stimulating captions. This also includes many content formats that provide a lot of variation and daily input.

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FANS
We not only look at the engagement but also at the absolute growth of our social media. On social media, we're one of the fastest-growing channels among all cities. We're always looking at how we can stimulate even more people to consider a short or long term stay in Eindhoven. By working with inspiring influencers and various content creators we reach even more people with our stories.

INTERNATIONAL FOLLOWERS
We find it important to spread our message to an international target group. For example, we want to inspire City Explorers located in other countries to visit Eindhoven, and we are also looking for Bright Talents outside of the Netherlands.

TRAFFIC TO WEB
We're here to inspire and make Eindhoven top of mind for everyone who follows us or crosses our channels in other ways. One way to do this is by linking to the website ThisisEindhoven.com. Here you will find all information about what's going on in Eindhoven and all the inspiration you need for a future city trip to the city.

Our biggest assets are Instagram and Facebook, where together we have more than 70,000 followers. We also frequently use Instagram Stories and keep Instagram TV and Reels up to date. On these two channels, we share content that is interesting for both City Explorers and Bright Talents. We are also growing on Twitter and LinkedIn. Here we focus on sharing stories targeted at Bright Talents. TikTok and Snapchat are the latest additions to the social strategy, with these channels we are experimenting and attracting younger followers.

 

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