city branding 2.0 | nicolaas.pereboom@crossmint.com | ©2010

crossmint: web 2.0 | mobile | social media | content | urban screen networks

cities are destinations: places where people go or are directed to

so destinations market (promote) themselves as the places to go to

and try to consistently create the best destination brands locally or world-wide

promising to deliver an unique and unforgettable experience

aiming to deliver to the promise in their brand message again and again

inventing every so many years unique logos and slogans 

problem however: we don’t trust advertising and marketing messages anymore

nor do we trust the messages created by the cities and their marketeers

especially when cities continuously overuse the same superlatives (see next slide)

“Now you can get a taste of […] before you even arrive!

If you’re looking for a [1] young, lively city with a [2] vibrant nightlife, a [3] glimpse of an ancient

civilisation, a [4] cultural feast, a [5] musical odyssey, [6] stunning scenery, and a [7]

spectacular coastline - you’ve come to the right place!

[…] has all of this… [8] and more! Take a look for yourself!”

do you know now?

the place where U2 comes from

moreover, social media force a complete rethinking of city marketing strategies

because brands live on the web and in social media networks now

and people are writing and talking about them

they want two-way communication with them

and want them to engage in conversations on the Web

successful organisations already use social media to engage with target groups

they actively listen in social media networks and reply when needed

and redesign their sites to make them ‘social media friendly’: us.holland.com

and connect world-wide with people in social media networks

and facilitate engaging conversations

creating ambassadors who spread their message

social media have been changing the playing field already for many years

social media networks are the 21st century equivalent of tupperware parties

2000: web 2.0 and social media heralded as ‘the end of business as usual’

looking at social media as a (new) ‘tool’ is missing the point completely

last warning: it is not your next marketing broadcasting channel!

communities (in social media) dominate city brands, not the cities themselves

more and more ‘city marketing’ concepts are created by the public: us!

who ‘owns’the city: the city council, the public, the companies, nobody?

who really has the strongest impact on city promotion and branding?

so: city marketing should be independent role representing all stakeholders

joining relevant conversations in social media networks: city branding 2.0

questions and comments

nicolaas pereboomnicolaas.pereboom@crossmint.comwww.crossmint.comnl.linkedin.com/nicolaaspereboomwww.twitter.com/crossmint (@crossmint)+31 6 48172202