Upload
elasticity
View
157
Download
0
Tags:
Embed Size (px)
Citation preview
BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015
Building Brand Reputation Today and Beyond
HARNESSING THE CROWD
AARON PERLUTFounder, E las t i c i t y
@AaronPer lu t
BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015
HOW DO YOU
DEFINE A BRAND?
BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015
BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015
PERCEPTION
BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015
BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015
SENTIMENT
BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015
BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015
FEELINGS
BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015
BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015
“Opinions are like
assholes. Everyone
has one and they all
stink.”
“Åsikter är som rövhål.
Alla har ett och de alla
luktar illa.”BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015
BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015
Africa
BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015
YESTERDAY
BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015
YESTERDAY TODAY
BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015
BUILD BRAND AMBASSADORS
SOURCE DIVERSIFIED CONTENT
ENGAGE BRAND ENTHUSIASTS
BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015
BUILD BRAND AMBASSADORS
ENGAGE BRAND ENTHUSIASTS
SOURCE DIVERSIFIED CONTENT
APPEAL TO A BROADER AUDIENCE
BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015
BUILD BRAND AMBASSADORS
ENGAGE BRAND ENTHUSIASTS
SOURCE DIVERSIFIED CONTENT
APPEAL TO A BROADER AUDIENCE
BREAK THROUGH THE CLUTTER
BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015
BRANDS ARE JUDGED BY CONTENT
BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015
DRIVING PERCEPTION?
BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015
Flyover
CountryHigh Crime
Low
Self-esteem by many
residents
Midwestern
Humility
BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015
Enhance
Internal Perceptions via Ambassadors
Increase
External Views through Search Engine
Awareness
BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015
RALLY STL
Capture the essence of city in five categories: Outdoor lifestyles, Food and drink, City scenes, Views, Family friendly.
Generate destination awareness; Increase visitation and national
visibility; Boost brand social engagement.
Capture the essence of city in five categories: Outdoor lifestyles, Food and drink, City scenes, Views, Family friendly.
Generate destination awareness; Increase visitation and national
visibility; Boost brand social engagement.
BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015
Vote DonateSubmit
BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015
» Media Placements: 78 placements, 15.8 million impressions
» Total Number of Registered Users: 7,646
» Total Votes: 84244
» Ideas Submitted: 621
» Participation Beyond St. Louis: Los Angeles, San Francisco,
New York City, Washington D.C., Dallas, Denver, Chicago, Boston,
New Orleans, Tampa, Miami, St. Paul, and more
» Countries: China, UK, Germany, Canada, France, Japan, India,
Russia, Brazil, Ukraine, Australia
» Traffic Stats: 256,266 site visits
» Pledged: $125,000
*First 6 months
BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015
» Capture the essence of city in five categories:
• Outdoor lifestyles• Food and drink• City scenes• Views• Family friendly
» Generate destination awareness
» Increase visitation and national visibility
» Boost brand social engagement
BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015
» Partnered with Global Yodel
» Sourced 10 local ambassador-artists to
create uniquely artistic guides of Seattle
» Distribute content through social
channels of Global Yodel as well as the
ambassadors themselves
» Encourage engagement through social
media channels
» Leveraged entrenched media
partnerships Global Yodel has in place
BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015
BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015
1.5 mil.
reached through
More than 150,000
views of Seattle
content on
Global Yodel
More than 172,000
impressions on
Visit Seattle
banner on
GlobalYodel.com
5 stories in
Huffington Post
Travel
4.3 mil.
organic media
impressions on
Nearly 500,00
comments & likes
on Instagram
38% increase in
brand following on
*10 weeks
BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015
ECOSYSTEM
INNOVATION HUBS
ACCELERATORS
MENTORING
STARTUPS
INVESTMENT
EDUCATION
GATEWAY
VMS
BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015
BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015
ECOSYSTEM
INNOVATION HUBS
ACCELERATORS
MENTORING
STARTUPS
INVESTMENT
EDUCATION
GATEWAY
VMS
BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015
» Since launch, site traffic is up 44% year-over-year
» Unique users are up 49% year-over-year
» Visits from organic search up 65% year-over-year
» Social traffic up 494% year-over-year and
social followers up 45%
1,764
1,922
2,030
2,187
2,328
2,471
2,563
1,700
1,900
2,100
2,300
2,500
2,700
JUN JUL AUG SEP OCT NOV DEC
TWITTER FOLLOWERS
BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015
» Brands are defined by content – that
which they create themselves and curate from others.
» You don't control your brand, so embrace
and empower your audience, giving them an
ownership stake by asking them to participate.
» Share that content through every available channel
– your own and your ambassadors – to broaden
reach, and elevate the volume of your message.