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MOBILIZING YOUR TRUE BRAND, with a little help from your friendsCorinne Allie
Destination Cleveland@rinallie
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The Decision The Fumble
Cleveland Joke Reel
Rustbelt revival …
“I think that troubled cities often tragically misinterpret what’s coolest about themselves. They scramble for cure-alls, something that will “attract business”, always one convention center, one pedestrian mall or restaurant district away from revival. They miss their biggest, best and probably most marketable asset: their unique and slightly off-center character.”
ANTHONY BOURDAIN
Trying vs. Being
Be yourself.Everyone else is already taken.
Get Real.
While we have world-class art, culture and rock & roll, we never take ourselves too seriously. The result is irreverent and fun and always unmistakably Cleveland.
You be yourself. We’ll be ourselves.
A Cleveland Anthem
The greatness of a city does not consist in its buildings either public or private, nor in its institutions & benevolences, but rather in the intensity and intelligence with which its citizens love the city as their home. – Cleveland mayor Newton D. Baker Jr. in 1907
By the numbers
social media movement encouragING residents to TAG their favorite unmistakably Cleveland images
Delivered to nearly 270 million timelines.Reached more than 39 million social network users, 40,000 unique contributors tagging approximately 75,000 photos on Instagram. More than 113,000 tagged tweets.
Buddy Bloggers
the idea
Six influencers from Cleveland planned itineraries and hosted six
visiting influencers from Destination Cleveland’s target markets.
From Aug 8 – Sept 6, 12 influencers with a combined audience of nearly
100,000 fans across Twitter, Facebook and Instagram, converged
on Cleveland.
Representing niches from food and fitness and family, to lifestyle,
LGBT and culture, these bloggers indulged, imbibed, and inspectednearly every facet of Cleveland’s
offerings.
1:The bloggers
• Finding your bloggers• Not like travel writers in a database• Google search, twitter search, hashtag
tracking• Take your time and really study the
blogger to make sure it’s a good fit
• Be flexible and take the time to learn about your blogger before you reach out. Be personal!
2.Planning the visits
3.curating the trips
Buddy Blogger Videos
12 bloggers Told an authentic Cleveland story to their combined audience of 93,719 followers across Twitter, Facebook, Instagram + personal blogs
23 blog posts
Generated a combined 6,774 online stories (tweets, photos, likes,comments, shares)
Responsible for 3.2 million Twitter impressions using #ThisIsCLE
the results
If I knew then what I know now:
• You’re going to need help. If you’re not the person who hosts traditional writers, talk to the folks who are. • You could pay the bloggers, but it’s not necessary.• They’re going to say yes! • This is going to take some time. • Be ready to engage!• Share the numbers. Share the numbers. And, share the numbers.
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