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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