Promise too much and you might under deliver. Don’t promise enough and you might not have any visitors. Promise a visit on par with what the visitor will actually experience and you have success. All you have to do now is let go and let the locals work their magic. There are many benefits to asking locals for their help in spreading the word about what your city has to offer. Above all else, increasing online sharing of the true essence of your city leads the list. During this session, you’ll hear from Corinne Allie, Interactive Media Manager at Destination Cleveland. She’ll share with you from beginning to end an integrated campaign with social at the core focused on giving passionate locals the platform they need to engage with visitors. Corinne is the Interactive Media Manager at Destination Cleveland, the Visitors Bureau of Greater Cleveland, Ohio where the mission is to grow the region’s economy through tourism. Corinne began her career in social media eight years ago with the launch of Destination Cleveland’s official social profiles. Since then she’s worked to grow quality social media engagement, growth and organizational support for social media marketing. She is responsible for Destination Cleveland’s social media initiatives including strategic planning, social campaigns and her favorite part – community management. She is a Cleveland native, animal lover and food and drink enthusiast.

1. MOBI LI ZI NG YOUR TRUE BRAND, with a little help from your friends
Cor i nne Al l i e
Dest i nat i on Cl evel and
@r i nal l i e

3. 34%

4. The Decision
The Fumbl e

5. Cl evel and Joke
Reel

6. Rust bel t revival …

7. “ I t hi nk t ha t t r o ubl e d c i t i e s
o f t e n t r a g i c a l l y mi s i nt e r p r e t
wha t ’ s c o o l e s t a bo ut t he ms e l v e s .
The y s c r a mbl e f o r c ur e - a l l s ,
s o me t hi ng t ha t wi l l “ a t t r a c t
bus i ne s s ” , a l wa y s o ne c o nv e nt i o n
c e nt e r , o ne p e d e s t r i a n ma l l o r
r e s t a ur a nt d i s t r i c t a wa y f r o m
r e v i v a l . The y mi s s t he i r
bi g g e s t , be s t a nd p r o ba bl y mo s t
ANTHONY BOURDAI N

8. Tr yi ng vs.

9. Be your sel f .
Ever yone
el se i s
al r eady

10. Get
Real .

11. Whi l e we have wor l d- cl ass ar t , cul t ur e and r ock & r ol l ,
we never t ake our sel ves t oo ser i ousl y.
The r esul t i s i r r ever ent and f un
and al ways unmi st akabl y Cl evel and.
You be your sel f . We’ l l be our sel ves.

12. A Cl evel and Ant hem

13. The greatness of a city does not consi st i n i t s bui l di ngs
ei t her publ i c or pr i vat e, nor i n i t s
i nst i t ut i ons & benevol ences, but r at her i n
t he intensity and intelligence wi t h whi ch i t s citizens love the city as t hei r
home. – Cl evel and mayor Newt on D. Baker Jr . i n

16. By t he number s
soci al medi a movement encour agI NG r esi dent s t o TAG t hei r f avor i t e unmistakably Cleveland i mages
Delivered to nearly 270 mi l l i on t i mel i nes.
Reached more than 39 mi l l i on soci al net wor k user s,
40, 000 uni que cont r i but or s tagging approximately 75, 000 phot os on I nst agr am.
More than 113, 000 t agged t weet s.

17. Buddy Bloggers

18. t he i dea
Si x i nf l uencer s f r om Cl evel and
pl anned i t i ner ar i es and host ed
si x vi si t i ng i nf l uencer s f r om
Dest i nat i on Cl evel and’ s t ar get
mar ket s.
Fr om Aug 8 – Sept 6, 12
i nf l uencer s wi t h a combi ned
audi ence of near l y 100, 000
f ans acr oss Twi t t er , Facebook
and I nst agr am, conver ged on
Cl evel and.
Repr esent i ng ni ches f r om f ood
and f i t ness and f ami l y, t o
l i f est yl e, LGBT and cul t ur e,
t hese bl ogger s i ndul ged,
i mbi bed, and i nspect ed
near l y ever y f acet of
Cl evel and’ s of f er i ngs.

19. 1: The
bl ogger s
• Fi ndi ng your bl ogger s
• Not l i ke t r avel wr i t er s i n a
dat abase
• Googl e sear ch, t wi t t er sear ch,
hasht ag t r acki ng
• Take your t i me and r eal l y st udy
t he bl ogger t o make sur e i t ’ s a
• Be f l exi bl e and t ake t he t i me
t o l ear n about your bl ogger
bef or e you r each out . Be
per sonal !

21. 2. Pl anni ng t he
vi si t s

22. 3. cur at i ng t he
t r i ps

24. Buddy Bl ogger Vi deos

25. 12 bl ogger s Tol d an aut hent i c Cleveland story
t o t hei r combi ned audi ence of 93,719 followers
acr oss Twi t t er , Facebook, I nst agr am
+ per sonal bl ogs
23 bl og post s
Gener at ed a combi ned 6, 774
onl i ne st or i es ( t weet s,
phot os, l i kes,
comment s, shar es)
Responsi bl e f or 3. 2 mi l l i on
Twi t t er i mpr essi ons usi ng
#Thi sI sCLE
t he r esul t s

26. I f I knew t hen what I know
now:
• You’ r e goi ng t o need hel p. I f
you’ r e not t he per son who host s
t r adi t i onal wr i t er s, t al k t o t he
f ol ks who ar e.
• You coul d pay t he bl ogger s, but
i t ’ s not necessar y.
• They’ r e goi ng t o say yes!
• Thi s i s goi ng t o t ake some t i me.
• Be r eady t o engage!
• Shar e t he number s. Shar e t he
number s. And, shar e t he number s.

27. 54%

28. Cont act I nf o
Cor i nne Al l i e
cal l i e@dest i nat i oncl e. or g
Twi t t er . com/ r i nal l i e
Thanks!