city marketing 2.0
DESCRIPTION
Based on Destination Branding 2.0 presentation for Pecha KuchaTRANSCRIPT
city branding 2.0 | [email protected] | ©2010
crossmint: web 2.0 | mobile | social media | content | urban screen networks
cities are destinations: places where people go or are directed to
so destinations market (promote) themselves as the places to go to
and try to consistently create the best destination brands locally or world-wide
promising to deliver an unique and unforgettable experience
aiming to deliver to the promise in their brand message again and again
inventing every so many years unique logos and slogans
problem however: we don’t trust advertising and marketing messages anymore
nor do we trust the messages created by the cities and their marketeers
especially when cities continuously overuse the same superlatives (see next slide)
“Now you can get a taste of […] before you even arrive!
If you’re looking for a [1] young, lively city with a [2] vibrant nightlife, a [3] glimpse of an ancient
civilisation, a [4] cultural feast, a [5] musical odyssey, [6] stunning scenery, and a [7]
spectacular coastline - you’ve come to the right place!
[…] has all of this… [8] and more! Take a look for yourself!”
do you know now?
the place where U2 comes from
moreover, social media force a complete rethinking of city marketing strategies
because brands live on the web and in social media networks now
and people are writing and talking about them
they want two-way communication with them
and want them to engage in conversations on the Web
successful organisations already use social media to engage with target groups
they actively listen in social media networks and reply when needed
and redesign their sites to make them ‘social media friendly’: us.holland.com
and connect world-wide with people in social media networks
and facilitate engaging conversations
creating ambassadors who spread their message
social media have been changing the playing field already for many years
social media networks are the 21st century equivalent of tupperware parties
2000: web 2.0 and social media heralded as ‘the end of business as usual’
looking at social media as a (new) ‘tool’ is missing the point completely
last warning: it is not your next marketing broadcasting channel!
communities (in social media) dominate city brands, not the cities themselves
more and more ‘city marketing’ concepts are created by the public: us!
who ‘owns’the city: the city council, the public, the companies, nobody?
who really has the strongest impact on city promotion and branding?
so: city marketing should be independent role representing all stakeholders
joining relevant conversations in social media networks: city branding 2.0
questions and comments
nicolaas pereboomnicolaas.pereboom@crossmint.comwww.crossmint.comnl.linkedin.com/nicolaaspereboomwww.twitter.com/crossmint (@crossmint)+31 6 48172202