Social Technology Integra1on Within Urban Des1na1ons Eric T. Brey Graduate Program Director & Associate Professor of Marke1ng Strategy School of Hospitality Leadership University of WisconsinStout
Citizen Branding in Urban Destinations
Jan 28, 2015
A recent presentation given in Wuhan, China on leveraging social media to effectively brand an international destination.
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Transcript
Social Technology Integra1on Within Urban Des1na1ons
Eric T. Brey Graduate Program Director &
Associate Professor of Marke1ng Strategy School of Hospitality Leadership University of Wisconsin-‐Stout
SOCIAL TECHNOLOGIES Core to Successful Urban Branding
GROUND LEVEL APPLICATIONS Core to Successful Urban Branding
Business Applica1ons of Social
Customer Loyalty • Defining moments • Expecta1on seLng • Experience dimensions • Service interac1ons
Driving Revenue • Engaged spend 30% more1
• Influence the recovery for 30 – 85% increase2
• Listen to iden1fy opportuni1es (conversa1on economy)
• Effort takes 1me but the ROI is always worth the effort3
Social Solu1ons
1. Clear goal in message – Cultural versus physical
2. Bo\om up approach – Drive loyalty to create revenue opportuni1es
3. Be true to who you are – Cogni1ve dissonance and image disrepair
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