On March 17, 2015, Elasticity partner Aaron Perlut presented in Uppsala, Sweden, at the RelationsDagen 2015 Conference on the topic of how brands, regions and tourist destinations can harness the crowd, as well as third party brand ambassadors, in building broader brand reputation.
10 French startups disrupting the way you experience fashion online Liam Boogar-Azoulay
It may sound like a stretch to say that French people are the reference for fashion. But as we say, “il n’y a pas de fumée sans feu” (there’s no smoke without fire).
In addition to having a very prolific fashion sense, the French are also very creative when it comes to the shopping experience. The landscape of French fashion startups is flourishing those days: 6 of the 10 companies presented in this article closed a round last spring/summer season and the results of their investments are released now. Let’s open the catwalk: http://wp.me/p2OgMk-65W
SkinnygenesTV 2017 Urban Culture Trend Report captures the trends that were most prevalent in 2017 Urban Culture. The trends showcase the growth in SA Urban Youth with a look at the things which marketers need to understand when engaging with the most progressive generation in South Africa.
This report is for anyone who wants to sink their teeth in understanding the millennial generation and the happenings in Urban Culture South Africa.
Feel free to hit us up on Ndu@SkinnygenesTV.Com for any more info
Estudio elaborador por el Instituto Korn/Ferry sobre la figura del Chief Communications Officer a partir de una encuesta global a los principales directivos de las compañías de Fortune 500
10 French startups disrupting the way you experience fashion online Liam Boogar-Azoulay
It may sound like a stretch to say that French people are the reference for fashion. But as we say, “il n’y a pas de fumée sans feu” (there’s no smoke without fire).
In addition to having a very prolific fashion sense, the French are also very creative when it comes to the shopping experience. The landscape of French fashion startups is flourishing those days: 6 of the 10 companies presented in this article closed a round last spring/summer season and the results of their investments are released now. Let’s open the catwalk: http://wp.me/p2OgMk-65W
SkinnygenesTV 2017 Urban Culture Trend Report captures the trends that were most prevalent in 2017 Urban Culture. The trends showcase the growth in SA Urban Youth with a look at the things which marketers need to understand when engaging with the most progressive generation in South Africa.
This report is for anyone who wants to sink their teeth in understanding the millennial generation and the happenings in Urban Culture South Africa.
Feel free to hit us up on Ndu@SkinnygenesTV.Com for any more info
Estudio elaborador por el Instituto Korn/Ferry sobre la figura del Chief Communications Officer a partir de una encuesta global a los principales directivos de las compañías de Fortune 500
Learn about the importance of consistent and cohesive branding, compliance with Rotary branding standards, and correct use of the Rotary masterbrand. See examples of how clubs and districts have developed strategies to present a unified message through our brand.
The Anatomy of Tomorrow’s Content Promotion Strategy Today #INBOUND15Chad Pollitt
THIS DECK IS FILLED WITH GIFs. TO VIEW THEM YOU MUST DOWNLOAD AND VIEW IN PRESENTATION MODE: http://bit.ly/1Ki486u
This INBOUND 2015 presentation is essentially a case study of how we used content promotion 2.0 to grow our digital magazine, Relevance.com, from zero subscribers to more than 50K in six months. It gives the backstory as to why we launched a digital magazine (as opposed to just a blog) while getting both strategic and tactical in the takeaways.
10 Tips to Discover, Reach, and Convert Your AudienceSkyword Inc.
Meeting Description:
In the rush to prove ROI, it is easy for marketers to get caught up in the numbers without paying attention to the people behind them. Taking time to understand your audience and create content that speaks to their interests and desires is paramount to driving performance and inspiring loyalty.
This webinar will help you identify the who, what, where, and how of your audience, and identify best practices in design, optimization, and amplification to ensure that your content reaches the right users at the right time. Content strategists, Justina Perro and Inbar Yagur will guide you through steps to create a plan of action that not only drives those coveted conversions, but also builds stronger relationships in the process.
BoAt is an India-based consumer electronics brand established in 2015 that markets earphones, headphones stereos, travel chargers and premium rugged cables. Imagine Marketing Services Private Limited, which does business as BoAt, was incorporated in November 2013 by co-founders Sameer Ashok Mehta and Aman Gupta.
It is globally the fifth largest wearable brand and India's number one earwear brand.boAt left no stone left unturned regarding influencing people with influencer marketing. boAt has not struck the deal only with influencers but also with celebrity endorsements, cricketers, content creators, and even, stylists.Celebs like Jacqueline Fernandes, Kartik Aryan, Kiara Advani, as well as content creators like Prajakta Koli, Harsh Beniwal, and Bhuvan Bam are on board to promote the products of boAt.
YouTube, Vimeo, Vine & More! The Video Sharing Universe for Power MarketersaimClear
Leveraging audiences' fleeting attention span and thirst for information, YouTube, Vimeo, Facebook, Snapchat & Vine present an opportunity to tap into massive diverse communities to reach highly coveted engaged audiences. More and more companies are looking to take to the digital streets and promote their video assets using the latest video sharing and ad platforms. The enthusiasm is awesome, but there are some things new advertisers and marketers need to understand before jumping in.
In this session attendees will leave with immediately actionable information including:
How to approach comprehensive demographic research to advise ad targeting & optimization
How to create & when to use video remarketing lists
Which ad units support what KPI's
Creating big league campaigns in a small time UI
How to capitalize on eCommerce with Facebook, Vine, & Snapchat
How to maximize your video presence and audience targeting capabilities
Digital Marketing - Making Surat A Smart City In Real Sense!ivipanan
A seminar conducted by Mr.Bhautik Sheth, Founder, iVIPANAN Digital Marketing and Management Services as an invited speaker by Southern Gujarat Chamber of Commerce and Industries, Surat. This seminar was a part of Smart City Knowledge Series organized by SGCCI. Held on 2 December, the seminar was aimed to help small and medium scale business units to grow big using digital marketing. For more information visit www.ivipanan.co.in
6 bloggers, 1 month driving around New South Wales in a bus, no itinerary, niche content generation, MTV film crew following.
New South Wales, Australia Unmapped roadtrip.
Hear about the different types of business structures an entrepreneur might adopt. We examine some of the early questions that an entrepreneur must ask before committing to a business: Will the business be a for-profit enterprise, a not-for-profit or something in between? What are the requirements and necessary resources for this model? What type of financing would be best to target — equity, debt, grant funding or a combination of all three?
HUMAN DIGITAL is our trend report #6. Although it is about digital, it is not about the jargon, like “personalisation,” “real-time,” and “co-creation.” It is about natural human instincts to improve the standards of their living... this time digital living.
Some trends might have already been captured in other markets. This trend report is about the Middle East, so as always we apply a strict rule: if we don't find numerous local examples, it is not a trend.
Market research is long been a costly proposition. Not as much anymore thanks to social media. Jason Falls's deck on mining conversational data for consumer insights.
Learn about the importance of consistent and cohesive branding, compliance with Rotary branding standards, and correct use of the Rotary masterbrand. See examples of how clubs and districts have developed strategies to present a unified message through our brand.
The Anatomy of Tomorrow’s Content Promotion Strategy Today #INBOUND15Chad Pollitt
THIS DECK IS FILLED WITH GIFs. TO VIEW THEM YOU MUST DOWNLOAD AND VIEW IN PRESENTATION MODE: http://bit.ly/1Ki486u
This INBOUND 2015 presentation is essentially a case study of how we used content promotion 2.0 to grow our digital magazine, Relevance.com, from zero subscribers to more than 50K in six months. It gives the backstory as to why we launched a digital magazine (as opposed to just a blog) while getting both strategic and tactical in the takeaways.
10 Tips to Discover, Reach, and Convert Your AudienceSkyword Inc.
Meeting Description:
In the rush to prove ROI, it is easy for marketers to get caught up in the numbers without paying attention to the people behind them. Taking time to understand your audience and create content that speaks to their interests and desires is paramount to driving performance and inspiring loyalty.
This webinar will help you identify the who, what, where, and how of your audience, and identify best practices in design, optimization, and amplification to ensure that your content reaches the right users at the right time. Content strategists, Justina Perro and Inbar Yagur will guide you through steps to create a plan of action that not only drives those coveted conversions, but also builds stronger relationships in the process.
BoAt is an India-based consumer electronics brand established in 2015 that markets earphones, headphones stereos, travel chargers and premium rugged cables. Imagine Marketing Services Private Limited, which does business as BoAt, was incorporated in November 2013 by co-founders Sameer Ashok Mehta and Aman Gupta.
It is globally the fifth largest wearable brand and India's number one earwear brand.boAt left no stone left unturned regarding influencing people with influencer marketing. boAt has not struck the deal only with influencers but also with celebrity endorsements, cricketers, content creators, and even, stylists.Celebs like Jacqueline Fernandes, Kartik Aryan, Kiara Advani, as well as content creators like Prajakta Koli, Harsh Beniwal, and Bhuvan Bam are on board to promote the products of boAt.
YouTube, Vimeo, Vine & More! The Video Sharing Universe for Power MarketersaimClear
Leveraging audiences' fleeting attention span and thirst for information, YouTube, Vimeo, Facebook, Snapchat & Vine present an opportunity to tap into massive diverse communities to reach highly coveted engaged audiences. More and more companies are looking to take to the digital streets and promote their video assets using the latest video sharing and ad platforms. The enthusiasm is awesome, but there are some things new advertisers and marketers need to understand before jumping in.
In this session attendees will leave with immediately actionable information including:
How to approach comprehensive demographic research to advise ad targeting & optimization
How to create & when to use video remarketing lists
Which ad units support what KPI's
Creating big league campaigns in a small time UI
How to capitalize on eCommerce with Facebook, Vine, & Snapchat
How to maximize your video presence and audience targeting capabilities
Digital Marketing - Making Surat A Smart City In Real Sense!ivipanan
A seminar conducted by Mr.Bhautik Sheth, Founder, iVIPANAN Digital Marketing and Management Services as an invited speaker by Southern Gujarat Chamber of Commerce and Industries, Surat. This seminar was a part of Smart City Knowledge Series organized by SGCCI. Held on 2 December, the seminar was aimed to help small and medium scale business units to grow big using digital marketing. For more information visit www.ivipanan.co.in
6 bloggers, 1 month driving around New South Wales in a bus, no itinerary, niche content generation, MTV film crew following.
New South Wales, Australia Unmapped roadtrip.
Hear about the different types of business structures an entrepreneur might adopt. We examine some of the early questions that an entrepreneur must ask before committing to a business: Will the business be a for-profit enterprise, a not-for-profit or something in between? What are the requirements and necessary resources for this model? What type of financing would be best to target — equity, debt, grant funding or a combination of all three?
HUMAN DIGITAL is our trend report #6. Although it is about digital, it is not about the jargon, like “personalisation,” “real-time,” and “co-creation.” It is about natural human instincts to improve the standards of their living... this time digital living.
Some trends might have already been captured in other markets. This trend report is about the Middle East, so as always we apply a strict rule: if we don't find numerous local examples, it is not a trend.
Similar to Harnessing The Crowd: Building Brand Reputation Today and Beyond (20)
Market research is long been a costly proposition. Not as much anymore thanks to social media. Jason Falls's deck on mining conversational data for consumer insights.
SELLING SOCIAL MEDIA & UNDERSTANDING ITS DRIVERSElasticity
Elasticity partner Aaron Perlut recently address the Cooperative Communications Association in a session about selling social media to senior executives as platforms like Twitter, Facebook, Instagram, and LinkedIn have become the key conduits to the hearts and minds of your audience. Oftentimes communicators, however, still struggle to sell this reality to the C-suite and articulate to leaders that success is predicated on more than simply owning and operating social accounts.
Where bloggers and new media producers like podcasters fit in the media landscape and how they can make themselves more attractive to brands for partnerships an sponsorships.
Knowing Your Audience (using social data)Elasticity
Identify who to reach with your message on social media and how to engage them to maximize your social media platforms. Free data sources including Facebook Insights, Audience Insights and more are discussed.
Why PR is Positioned to Rule SEO: PRSA STLElasticity
In the last few years, the practice of search engine optimization has changed dramatically. While once SEO was dominated by a left-brain analytical approach, ruled by spreadsheets and meticulously constructed formulas, today what Google values the most in 2014 is precisely what public relations professionals have done for decades. In this presentation, we’ll walk through what Google is looking for in 2014 and how PR professionals can capitalize on the new convergence imperative.
The Convergence Imperative: Why Search Requires Social Media & PR To Be Succe...Elasticity
The Convergence Imperative: Why Search Requires Social Media & PR To Be Successful. Presentation from Elasticity given by Partner Andrew Barnett at IABC Omaha in October 2013. Why search requires social media and public relations to be successful in 2014 and beyond.
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
How to use Short Form Video To Grow Your Brand and Business - Keenya Kelly
Harnessing The Crowd: Building Brand Reputation Today and Beyond
1. BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015
Building Brand Reputation Today and Beyond
HARNESSING THE CROWD
AARON PERLUT
Founder, Elasticity
@AaronPerlut
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
7. BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015
PERCEPTION
BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015
8. BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015
SENTIMENT
BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015
9. BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015
FEELINGS
BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015
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
28. BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015
BUILD BRAND AMBASSADORS
SOURCE DIVERSIFIED CONTENT
ENGAGE BRAND ENTHUSIASTS
29. BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015
BUILD BRAND AMBASSADORS
ENGAGE BRAND ENTHUSIASTS
SOURCE DIVERSIFIED CONTENT
APPEAL TO A BROADER AUDIENCE
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. BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015
BRANDS ARE JUDGED BY
CONTENT
43. BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015
Enhance
Internal Perceptions
via Ambassadors
Increase
External Views
through Search Engine
Awareness
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. BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015
Vote DonateSubmit
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
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. 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. 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
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. 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. BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015
THANK YOU
AARON PERLUT
Founder, Elasticity
@AaronPerlut
Editor's Notes
Personal introduction
How do you define a brand today?
IS A BRAND A LOGO?
NO
IT’S NOT A BRAND IDENTITY GUIDELINES
ITS NOT A PRODUCT
A BRAND IS ABOUT PERCEPTION
IT’S ABOUT SENTIMENT
A BRAND IS ABOUT FEELINGS
DUE TO THE DEMOCRATIZATION OF MEDIA GIVING ANYONE A VOICE, IT DOESN’T MATTER ANYMORE WHAT YOU AND YOUR LEADERSHIP TEAM THINK DEFINES THE BRAND
IT DOESN’T MATTER THAT YOU DON’T CARE ABOUT THE OPINIONS OF YOUR CUSTOMERS – THAT YOU THINK YOU’LL TELL THEM WHAT TO LIKE AND THINK
YOUR BRAND IS WHAT THEY THINK IT IS – HOW THE CROWD DEFINES YOU
LET ME ASK YOU THIS – WHAT DO YOU THINK WHEN YOU THINK ABOUT McDonalds?
I THINK ABOUT BAD FOOD AND OVEWEIGHT KIDS
OR HOW ABOUT AFRICA?
EBOLA IS THE FIRST THING THAT COMES TO MY MIND
AND HOW ABOUT MY HOME TOWN OF ST. LOUIS?
UNFORTUNATELY, MANY OF YOU NOW THINK ABOUT THE RIOTS IN FERGUSON
AND WHAT ABOUT SWEDEN? WHAT DO WE UGLY AMERICANS THINK WHEN WE THINK OF SWEDEN?
Beautiful blonde-haired people
OK, MAYBE ABBA TOO
THE REALITY IS THAT YOU NO LONGER CONTROL YOUR BRAND – THEY DO – YOUR AUDIENCE, YOUR CUSTOMER, YOUR JUDGE AND JURY
AND WITH THE HELP OF TECHNOLOGY, YOUR BRAND CAN EMBRACE AND EMPOWER THOSE WHO YOU AIM TO REACH, AND TO HAVE THEM PARTICIPATE IN FRAMING YOUR VALUE PROPOSITION FOR OTHERS TO SEE
AND THAT’S BECAUSE THE LANDSCAPE HAS CHANGED –
THE OLD MODEL WAS VERY SIMPLE – YOUR BRAND USED MEDIA, BOTH PAID AND EARNED TO REACH A WILLING PUBLIC
TODAY’S MODEL IS A DIFFERENT ANIMAL ALTOGETHER, WHERE CONSUMERS AND BRANDS HAVE NEARLY AS MUCH POWER AS MEDIA IN BROADCASTING INFORMATION
AND THAT’S BECAUSE THE LANDSCAPE HAS CHANGED –
THE OLD MODEL WAS VERY SIMPLE – YOUR BRAND USED MEDIA, BOTH PAID AND EARNED TO REACH A WILLING PUBLIC
TODAY’S MODEL IS A DIFFERENT ANIMAL ALTOGETHER, WHERE CONSUMERS AND BRANDS HAVE NEARLY AS MUCH POWER AS MEDIA IN BROADCASTING INFORMATION
AND THUS OUR CHALLENGE BECOMES BREAKING THROUGH ALL OF THE CLUTTER AND NOISE….
AND IF WE WISH TO DELIVER A MESSAGE ON BEHALF OF OUR BRANDS…WE HAVE TO BREAK THROUGH IT
WHICH IS WHY IT’S SO IMPORTANT TO HAVE PARTNERS / TO HAVE ALLIES
AMBASSADORS
ENTHUSIASTS
SOURCE DIVERSE CONTENT – SO IT’S NOT JUST YOU WHO IS CELEBRATING YOUR BRAND BUT OTHERS AS WELL.
APPEAL TO A BROADER AUDIENCE
AND WHEN YOU CAN DO THAT….THE CLUTTER FADES AWAY. AND IN ITS PLACE, YOU HEAR THE MESSAGE
BECAUSE IN THE END, BRANDS ARE JUDGED BY CONTENT DISTRIBUTED BY THEMSELVES AS WELL AS BY TRUSTED 3RD PARTIES.
WHICH BRINGS US BACK TO OUR CROWD – AND NOT ONLY DELIVERING CONTENT TO THEM, BUT RELYING UPON THEM FOR HELP IN CREATING AND DISTRIBUTING THAT CONTENT.
BRANDS LIKE DELL HAS DONE IT WITH DELL IDEA STORM – HARNESSING DEVELOPERS, TAKING THEIR OPINIONS AND INCORPORATING THEM INTO THEIR PRODUCTS
STARBUCKS HAS DONE IT WITH MY STARBUCKS IDEA – TAKING CUSTOMER SUGGSTIONS ON NEW PRODUCT OFFERINGS
AND ANY CITY OR REGION CAN DO IT – FROM UPPSALA TO LONDON TO A SMALL CITY. IT ALL COMES DOWN TO HARNESSING YOUR ASSETS, CREATING CONTENT, AND EFFECITVELY PUSHING THAT CONTENT TO THE MASSES.
I’M GOING TO GIVE YOU 3 EXAMPLES OF HOW THIS HAS BEEN DONE – 2 OF WHICH I’VE BEEN DIRECTLY INVOLVED WITH STARTING WITH RALLY ST. LOUIS, WHICH WAS FOCUSEDON COMMUNITY ENGAGEMENT TO IMPROVE THE PERCEPTION OF A REGION
I’VE LIVED IN ST. LOUIS FOR NEARLY 10 YEARS. IT IS A CITY WITH A REPUTATION CHALLENGE
AND I FIND THIS IS THE PERCEPTION OF THE REGION BOTH INSIDE AND OUT
PARODY NEWS ORGANIZATIONS SKEWER ST. LOUIS
AND WE QUALIFY FOR RATHER DUBIOUS DISTICTIONS
BUT THEN ON A LARK I WROTE A STORY FOR FORBES WHERE I WAS A CONTRIBUTOR FOR 5 YEARS – ST. LOUIS DOESN’T SUCK. AND IT STRUCK A CHORD. AND ON MY TEAM WE STARTED THINKING – YOU KNOW WHAT – ST. LOUIS DOESN’T SUCK. AND WHAT CAN WE DO TO MAGNIFY THIS?
. AND ON MY TEAM WE STARTED THINKING – YOU KNOW WHAT – ST. LOUIS DOESN’T SUCK. AND WHAT CAN WE DO TO MAGNIFY THIS?
SO WE CREATED RALLY ST. LOUIS FOCUSED ON THESE 2 INITATIVES
A FIRST OF IT’S KIND PLATFORM
YOU CAN SUBMIT IDEAS FOR HOW TO IMPROVE THE REGION
VOTE FOR THOSE IDEAS IF YOU LIKE THEM.
AND WHEN THEY GET ENOUGH VOTES, THEY MOVE TO A FINANCING STAGE AND CAN BE FUNDED
PROJECTS FROM THE PEOPLE, FOR THE PEOPLE, PAID FOR BY THE PEOPEL
BUT THE PLATFORM CANNOT LIVE ON ITS OWN – IT NEEDED A MARKETING INFRASTRUCTUE THAT WE CREATED AROUND IT:
Digital centerpiece – FEATURING CONTENT AND IDEAS FROM THE CROWD
Compelling video content;
Social media engagement;
Public relations;
Paid media;
Search engine optimization.
IN THE 1ST 6 MONTHS THE RESULTS WERE IMPRESSIVE
NOW WE’RE GOING TO VISIT THE U.S. CITY OF SEATTLE
THE CITY’S TOURISM HAD FALLS OFF AND THEY BELIEVED THEY NEEDED A BOOST TO BRING IN ANEW BREED OF TRAVLERS.
SEE BULLETS ABOVE
SEE BULLETS
OVER A 10 WEEK PERIOD, THE RESULTS WERE IMPRESSIVE
AND LET ME END BY COMING BACK TO ST. LOUIS WHERE THE REGION HAS DONE WHAT A LOT OF CITIES ARE DOING THESE DAYS – HARNESSING THE POWER OF BEING A “STARTUP CITY” – KIDN OF THE NEW BLACK
St. Louis was a city of industry – major global brands and companies. But THAT WAS 100 YEARS AGO. MORE RECENTLY the economy has changed and in the past 10 years there had been a rather radical change
IT WAS BUILT AROUND STARTUPS, ENTREPRENEURISM – THE PROBLEM WAS THAT NO ONE KNEW ABOUT IT OUT SIDE OF ST. LOUIS. WE WERE GREAT AT TALKING TO OURSELVES
IT TAKES US BACK TO THIS MODEL – AND WE NEEDED TO GROW THE ECOSYSTEM AND ENSURE THAT VENTURE CAPITAL DOLLARS WERE FLOWING IN, NEW STARTUPS WERE LOOKING AT OPPORTUNITIES THERE, AND THAT CONNECTIONS WERE MADE WITHIN THE ECOSYSTEM
AND SO WE CREATED AN INFORMATION ENGINE CALLED ACCELERATE ST. LOUIS THAT WAS MEANT TO ACCOMPLISH 2 THINGS:
CONNECT THE PIECES OF THE ECOSYSTEM THAT WERE IN PLACE ASSUMING THAT STRENGTH IN NUMBERS WOULD PROPEL THE REGION FORWARD;
BROADCAST TO THOSE OUTSIDE OF THE REGION SO THAT MORE STARTUPS AND VENTURE CAPITAL WOULD MOVE INTO THE CITY
FIRST – CONNECT ALL OF THESE PIECES - CREATE A NETWORK OF RESOURCES
SECOND:
HARNESS THE THOUGHTS, EXPERTISE, PASSIONS AND EXPERIENCES OF THOSE WORKING IN STARTUPS AND RELATED ORGANIZATIONS IN THE REGION.
AND WE SHARED THESE EXTERNALLY THROUGH MAJOR MEDIA LIKE FORBES
ENTREPRENEUR
AND THE WALL STREET JOURNAL
AND THEN SHARED THAT CONTENT AGRESSIVELY THROUGH EMAIL, SOCIAL CHANNELS, AND WITH ADDITIONAL MEDIA
AND THEN SHARING THAT CONTENT AGRESSIVELY THROUGH EMAIL, SOCIAL CHANNELS, AND WITH ADDITIONAL MEDIA
AND THEN SHARING THAT CONTENT AGRESSIVELY THROUGH EMAIL, SOCIAL CHANNELS, AND WITH ADDITIONAL MEDIA
AND THEN SHARING THAT CONTENT AGRESSIVELY THROUGH EMAIL, SOCIAL CHANNELS, AND WITH ADDITIONAL MEDIA