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Harnessing The Crowd: Building Brand Reputation Today and Beyond

On March 17, 2015, I presented in Uppsala, Sweden, on the topic of how brands, regions and destinations can harness the crowd as well as third party brand ambassadors in building broader brand reputation

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Harnessing The Crowd: Building Brand Reputation Today and Beyond

  1. 1. BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015 Building Brand Reputation Today and Beyond HARNESSING THE CROWD AARON PERLUT Founder, Elasticity @AaronPerlut
  2. 2. 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
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  7. 7. BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015 PERCEPTION BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015
  8. 8. BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015 SENTIMENT BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015
  9. 9. BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015 FEELINGS BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015
  10. 10. BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015
  11. 11. 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
  12. 12. BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015
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  15. 15. BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015 Africa
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  24. 24. BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015 YESTERDAY
  25. 25. BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015 YESTERDAY TODAY
  26. 26. BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015
  27. 27. BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015 BUILD BRAND AMBASSADORS ENGAGE BRAND ENTHUSIASTS
  28. 28. BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015 BUILD BRAND AMBASSADORS SOURCE DIVERSIFIED CONTENT ENGAGE BRAND ENTHUSIASTS
  29. 29. BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015 BUILD BRAND AMBASSADORS ENGAGE BRAND ENTHUSIASTS SOURCE DIVERSIFIED CONTENT APPEAL TO A BROADER AUDIENCE
  30. 30. 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
  31. 31. BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015 BRANDS ARE JUDGED BY CONTENT
  32. 32. BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015
  33. 33. BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015 OPPORTUNITY • Opinions
  34. 34. BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015 DRIVING PERCEPTION?
  35. 35. BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015
  36. 36. BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015 HARNESSING: Community Engagement
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  38. 38. BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015 Flyover Country High Crime Low Self-esteem by many residents Midwestern Humility
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  43. 43. BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015 Enhance Internal Perceptions via Ambassadors Increase External Views through Search Engine Awareness
  44. 44. 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.
  45. 45. BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015 Vote DonateSubmit
  46. 46. BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015
  47. 47. 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
  48. 48. BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015 HARNESSING: Artistic Influencers
  49. 49. 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
  50. 50. 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
  51. 51. BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015 1.5 mil. reached through Instagram 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 Instagram Nearly 500,00 comments & likes on Instagram 38% increase in brand following on Instagram *10 weeks
  52. 52. BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015 HARNESSING: Startups
  53. 53. BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015
  54. 54. BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015 ECOSYSTEM INNOVATION HUBS ACCELERATORS MENTORING STARTUPS INVESTMENT EDUCATION GATEWAY VMS
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  57. 57. BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015 ECOSYSTEM INNOVATION HUBS ACCELERATORS MENTORING STARTUPS INVESTMENT EDUCATION GATEWAY VMS
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  65. 65. 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
  66. 66. 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.
  67. 67. BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015 THANK YOU AARON PERLUT Founder, Elasticity @AaronPerlut

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