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