Harnessing The Crowd: Building Brand Reputation Today and Beyond
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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. 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
- 3. BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015
- 4. BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015
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- 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
- 10. BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015BUILDING 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
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- 15. BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015 Africa
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- 24. BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015 YESTERDAY
- 25. BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015 YESTERDAY TODAY
- 26. BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015
- 27. BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015 BUILD BRAND AMBASSADORS ENGAGE BRAND ENTHUSIASTS
- 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
- 32. BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015
- 33. BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015 OPPORTUNITY • Opinions
- 34. BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015 DRIVING PERCEPTION?
- 35. BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015
- 36. BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015 HARNESSING: Community Engagement
- 37. BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015
- 38. BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015 Flyover Country High Crime Low Self-esteem by many residents Midwestern Humility
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- 42. BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015
- 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
- 46. BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015
- 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. BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015 HARNESSING: Artistic Influencers
- 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
- 52. BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015 HARNESSING: Startups
- 53. BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015
- 54. BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015 ECOSYSTEM INNOVATION HUBS ACCELERATORS MENTORING STARTUPS INVESTMENT EDUCATION GATEWAY VMS
- 55. BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015
- 56. BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015
- 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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- 64. BUILDING BRAND REPUTATION TODAY AND BEYOND | 2015
- 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
- SEE BULLETS