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ESTC Destination Workshop: Digital Storytelling and Social Media for Sustainable Destinations
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ESTC Destination Workshop: Digital Storytelling and Social Media for Sustainable Destinations

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Digital Storytelling and Social Media for Sustainable Destinations, a presentation given at the ESTC destination workshop on the topics of storytelling, social media and how destinations can market …

Digital Storytelling and Social Media for Sustainable Destinations, a presentation given at the ESTC destination workshop on the topics of storytelling, social media and how destinations can market their sustainability.

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  • 1. Digital Storytelling and SocialMedia for Sustainable Destinations Daniel Noll and Audrey Scott, Uncornered Market UncorneredMarket.com   @UMarket   facebook.com/UncorneredMarket    
  • 2. Roadmap!  Storytelling: philosophy and approach!  Business case for storytelling!  Storytelling for sustainability!  Social media, storytelling and engagement
  • 3. What Business Are We In?!  Travel business?!  Experience business?!  Inspiration business?!  Differentiation business?
  • 4. Storytelling: A Timeless Method
  • 5. 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
  • 6. Storytelling: What it is!  Show, don’t tell!  Demonstrating, not declaring!  Characters, conflict!  Feeling, emotional connection!  Multi-dimensional, multiple senses!  Communicates not only what, but how and why
  • 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. Storytelling: 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 !   Story  Trust  Believe  Take action
  • 9. *Digital* Storytelling!  More people are researching travel online!  Two-way communication, not broadcasting!  Multi-media, multi-platform!  Immediate (real-time) + connect + long shelf life
  • 10. Storytelling Agents!  You can tell your own story…!  Or, you can enlist the help of agents !  Writers / content providers !  Customers !  Travel bloggers!  Or all of the above
  • 11. CASE STUDY: JORDAN!   Problem: Travelers canceling trips due to safety concerns in region!   Goals: Increase awareness of Jordan & publicize Jordan’s safety in midst of Middle East!   How: Bloggers as storytellers, social media campaigns
  • 12. 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.
  • 13. Greenwashing !  Challenge: Convince the skeptics !  Opportunity: Show them. Transparency is king!  Upshot: Good storytelling can be the ultimate greenwashing-killer.
  • 14. Storytelling for Sustainable Tourism!  Educate on three pillars & why they matter: !  Environment !  Cultural Heritage !  Economy!  Show why travelers benefit from choosing sustainable tourism: expeirence amplifier + feel good !  Travelers/stakeholders become part of the story, part of solution.
  • 15. Show, Don’t Tell!  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?
  • 16. What’s Your Story?
  • 17. How do you use social media? !  Distributing information !  Answering questions/customer service !  Curation of relevant articles !  Social engagement !  All of the above?
  • 18. Why use social media?
  • 19. Social Media Basics!  83% trust family & friends for advice, 33% trust social networks!  It’s social. Personal. Human to human.!  Not a place for one-way broadcasting.!  Not just about numbers, but about engagement.!  Visuals are king.!  Develops brand loyalty.
  • 20. Ask Customers to Tell Your Story!  Why: People trust people!  Make it easy.!  Make it fun.!  Make it interactive. !  Make customers part of your story.
  • 21. Maximizing Use of Social Media Content
  • 22. GSTC Stories - Members
  • 23. GSTC Stories – Early Adopter
  • 24. Upshot & Take-aways!   Story is a differentiator, go beyond the lists!   We are in the experience business!   Build depth of impression!   Partner with storytelling agents!   Build content with multiple lives!   Tools: Stand-bys + new,Instagram and Pinterest!   This is a human exercise!   Have fun!
  • 25. Thank you
  • 26. Stay in touch! Let’s continue the conversation. Connect with us on: ! UncorneredMarket.com !   Twitter: @Umarket !   Facebook: /UncorneredMarket

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