Harnessing The Crowd: Building Brand Reputation Today and Beyond

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?







PERCEPTION



SENTIMENT



FEELINGS




“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





Africa










YESTERDAY


YESTERDAY TODAY



BUILD BRAND AMBASSADORS

ENGAGE BRAND ENTHUSIASTS



SOURCE DIVERSIFIED CONTENT






APPEAL TO A BROADER AUDIENCE





APPEAL TO A BROADER AUDIENCE

BREAK THROUGH THE CLUTTER


BRANDS ARE JUDGED BY CONTENT



OPPORTUNITY

• Opinions


DRIVING PERCEPTION?



HARNESSING: Community Engagement



Flyover

CountryHigh Crime

Low

Self-esteem by many

residents

Midwestern

Humility






Enhance

Internal Perceptions via Ambassadors

Increase

External Views through Search Engine

Awareness


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.


Vote DonateSubmit



» 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


HARNESSING: Artistic Influencers


» 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


» 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



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


HARNESSING: Startups



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



ECOSYSTEM

INNOVATION HUBS

ACCELERATORS

MENTORING

STARTUPS

INVESTMENT

EDUCATION

GATEWAY

VMS









» 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


» 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.


THANK YOUAARON PERLUTFounder, E las t i c i t y

@AaronPer lu t

Marketing

Harnessing The Crowd: Building Brand Reputation Today and Beyond