Digital Storytelling and Social Media: The Keys to Marketing Your Sustainability

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The key to positioning Sustainable Tourism is demonstrating what sustainability is, communicating why sustainability matters, and convincing customers to act. This workshop will help participants understand:

the concept of story and the importance of effective storytelling in creating engaging content that leaves deep and lasting impressions
strategies, platforms, and tools that enable exposure, engagement and conversion
application in sustainable tourism for product differentiation and consumer education

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Digital Storytelling and Social Media: The Keys to Marketing Your Sustainability

  1. 1. Digital Storytelling and Social Media: The Keys to Marketing Your Sustainability Daniel Noll and Audrey Scott, Uncornered Market UncorneredMarket.com   @UMarket   facebook.com/UncorneredMarket    
  2. 2. Digital Storytelling and Social Media: The Keys to Marketing Your Sustainability Daniel Noll and Audrey Scott, Uncornered Market UncorneredMarket.com   @UMarket   facebook.com/UncorneredMarket    
  3. 3. How to Tell Your Sustainable Tourism Story… Without Using the Words “Sustainable Tourism”
  4. 4. “Not everything that can becounted counts, and not everything that counts can be counted.” - Albert Einstein
  5. 5. Roadmap!  Storytelling: philosophy and approach!  Business case for storytelling!  Storytelling & sustainability!  Social media and engagement
  6. 6. What Business Are We In?!  Travel business?!  Experience business?!  Inspiration business?!  Differentiation business?
  7. 7. Backdrop: Too many messages Too  many  messages…!   !   Prospect, 6000 messages. Japan photo   Your  average  prospec-ve   customer  is  enduring  more   than  6000  adver-sing   messages  every  day  
  8. 8. Awareness of Sustainable Tourism!  Bad news: Not everyone knows about what sustainable tourism is, how it is different and why it matters. !  Good news: Not everyone knows about what sustainable tourism is, how it is different and why it matters.
  9. 9. Storytelling: What it is NOT!  A bullet list of sites, activites, or amenities!  A mass distribution press release!  A bunch of statistics!  A chronological list!  Fiction, making things up
  10. 10. What is Story?!  Story: !  An account, a telling of an experience !  Does not need to be long form !  If experience is the new currency…!  Then storytelling is your bank
  11. 11. Storytelling and Sustainability: Why?!   Information is processed more efficiently when in story!   Cuts through noise, helps customers retain message!   Delivers depth of impression!   Differentiator, not a commodity!   Goals: !   Plant the seed !   Change minds/Shift perception !   Story  Trust  Believe  Take action
  12. 12. Storytelling: Leading Questions!  Who is affected? And how? !  What is being done? !  Why is it important? (Is the community benefiting?)!  How can this impact a traveler’s experience? Zikra Initiative, Jordan
  13. 13. Storytelling Components & Techniques!  Show, don’t tell!  Involve characters!  Crux and conflict!  Emotional connection!  Multi-dimensional, taps multiple senses!  Communicates: what, but how and why
  14. 14. Storytelling for Sustainable Tourism!  Communicate the experience first, not sustainability!  Show why travelers benefit from choosing sustainable tourism: experience amplifier + feel good !  Travelers/stakeholders become part of the story, part of solution.!  Effective storytelling = Greenwash killer
  15. 15. Why use social media?
  16. 16. Social Media Basics!  83% trust family & friends for advice, 33% trust social networks!  It’s social. Personal. Human to human.!  Two-way communication.!  Not just about numbers, but about engagement.!  Visuals are King. With context, they are Queen.
  17. 17. Social Media Toolbox !  Do not link your Twitter & Facebook feeds!!!  Managing Twitter feeds: Tweetdeck / Hootsuite!  Following keywords/hashtags: Hashtracking.com or Tweetreach.com !  Create different Twitter lists for each group
  18. 18. Maximizing Use of Social Media Content
  19. 19. GSTC Stories - Members
  20. 20. GSTC Stories – Early Adopter
  21. 21. Upshot & Take-aways!   Story is a differentiator!   Build depth of impression!   Partner with storytelling agents!   This is a human exercise!   Have fun!
  22. 22. Thank you!Stay in touch!Let’s continue the conversation. Connect with us on: ! UncorneredMarket.com !   Twitter: @Umarket !   Facebook: /UncorneredMarket

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